Driving Customer Satisfaction via Corporate Culture (Call Center World, Berlin)
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Gearing up for the Multilingual Gen Y in Global BPO CCW 2014, Europe February 19, 2014 Call Center World 2014, Europe Driving Customer Satisfaction through Corporate Culture Jeffrey Puritt President, TELUS International @TELUSint telusinternational.com | telusinternational-europe.com
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Presented at Call Center World 2014, Berlin – Europe’s largest call center industry event. Learn about the latest trends in customer satisfaction and how corporate culture holds the key. See where customer service is headed and why Generation Y is critical to business success. Key takeaways from this presentation include: Gain insights into North American & European customer satisfaction trends Understand the business impacts of culture on employee engagement, attrition & CSAT Learn how our call center teams in Bulgaria & Romania developed a unique culture serving clients in 32 languages, including 20 clients served in German
Transcript of Driving Customer Satisfaction via Corporate Culture (Call Center World, Berlin)
Gearing up for the Multilingual Gen Y in Global BPO
CCW 2014, EuropeFebruary 19, 2014
Call Center World 2014, Europe
Driving Customer Satisfaction through Corporate Culture
Jeffrey PurittPresident, TELUS International
@TELUSinttelusinternational.com | telusinternational-europe.com
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Top 500 global brand worth over $3.6 billion (2.66 billion EUR) - Brand Finance
$11.3 billion (7.5 billion EUR) in annual revenue
Over 13 million customer connections spanning wireless, data, Internet, TV
Top 10 Most Admired Corporate Cultures
13 consecutive years – Dow Jones Sustainability
World Index
World’s Top Philanthropic Corporation
Our parent company: a full service telecommunications provider & global leader in telecom financial strength
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Over 16,000 highly-engaged team members
Customer support solutions in over 30 languages
Serving the world’s largest brands
Nevada, USA
Philippines
1,200 workstations
Guatemala
4 sites6,000 workstations
El Salvador
3,000 workstations
3 sites7,500 workstations
Romania / Bulgaria & UK
5 sites 1,500 workstations
TELUS International
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Global delivery, local expertise
Including:
20 clients served in German, 7 of them with headquarters in Germany
TELUS International Europe – “one stop shop” for BPO in Europe
Bulgaria Romania
20,000 employees working in call centers and BPO
10,000 graduates every year with skills suited to the outsourcing industry
35,000 employees working in call centers and BPO
23,000 graduates every year with skills suited to the outsourcing industry
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Big shifts are underway
Generation Y is a game-changing force:
Generation Y will be nearly half (50%) of all U.S. workers by 2020
Generation Y is 80% of our workforce at TELUS International
Consumers are mobile:
By 2015, more U.S. consumers will access the Internet through mobile devices than PCs (IDC)
Social media is expected:
Within 5 years, social media interactions at call centers will be equal to the number of voice interactions (DMG Consulting)
Brands realize the value of culture to attract & serve customers
Companies see the effect of behavior on performance – example: Zappos Culture Book – captures what culture means to employees
Insights & Trends
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How we see it
What’s impacting customer satisfaction today?
Generation Y – the next big customer service & employee wave1
Omnichannel service – access to brands in all channels at all times
Culture holds the key – brands need to stand out from the crowd
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Insights & Trends
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The next big customer service & employee wave
Generation Y matters to business:
Trend 1: Generation Y
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Generation Y world population (ages 14-34) is just over 2.4 billion people
Generation Y will be nearly 50% of all US workers by 2020
Generation Y is spending almost $200 billion (153 billion EUR) / year
By 2017, Generation Y will have more spending power than any other generation
The workforce is changing.Consumers are changing.
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Adopting the Generation Y mindset
How do you hire & attract employees that communicate like this?
Trend 1: Generation Y
“Omg jk!! LOL u kno ily. Nyway watchu doen 2nite? I g2g 2 din wit da rents but bbl. U hangen out?”
Translation: “Oh my gosh I’m just kidding! Laughing out loud. You know I love you. Anyway, what are you doing tonight? I have to go to dinner with my parents but I’ll be back later. Are you hanging out?”
Tap into Generation Y communication trends –
work socially.
Video: http://youtu.be/OEtgkWV1oSM
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Customers demand omnichannel service 2 Virtually ALL channels are growing (voice, email, chat, social) with
customers creating more interactions than ever before
Serve customers where they are, when they want, in the language they choose – consistently across all channels
Trend 2: Omnichannel Service
Case study:
Customer support via voice & email
Social media monitoring for Facebook & YouTube
22 languages
32 countries
Over 100 agents
Support for all client’s products
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Brands need to stand out – but how?
Corporate Culture!
Great companies are enabled by great corporate cultures Attracts & keeps the best people Makes emotional connections Creates memorable moments Encourages quality customer service
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Trend 3: Culture!
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Why corporate culture holds the key?
What we’ve found:
Trend 3: Culture!
Corporate Culture
Agent Engagement
HigherNPS/CSAT
Top-Line Growth
Lower Attrition
A “Culture Value Chain” impacting top-line growth
Source: TELUS International & Frost & Sullivan, 2014
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Team members in Romania & Bulgaria
Culture = people
Focus on attracting & retaining the right people to serve your customers:
Generation Y serving Generation Y Gamers serving Gamers Economics Graduates serving Financial Clients
Invest in your frontline where happy, engaged agents = happy, satisfied customers
The Culture Value Chain
Corporate Culture
The Culture Value Chain
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Culture = community
Build a community – not just a company
Bring emotion into the workplace
Measure happiness
The Culture Value Chain
Our community walls around the globe
Corporate Culture
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Agent Engagement:
Happy, engaged employees = happy, satisfied customers
“Our focus on putting customers first” – 91%
“Respect for team members’ diversity” – 92%
“Our role in the community” – 89%
= Best Employer Status
Source: Pulsecheck Survey, Aon Hewitt 2013 Best Employers
The Culture Value Chain
Agent Engagement
Why culture matters?
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Attrition:
Attrition is expensive (recruitment, training, productivity lags)
Tenured agents = efficient customer experiences
Our attrition is 50% below industry average
The Culture Value Chain
Lower Attrition
Why culture matters?
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Customer Satisfaction: “culturally aligned” teams/partners = better NPS, CSAT & more
HigherNPS/CSAT
The Culture Value Chain
Why culture matters?
Top-Line Growth
A customer-centric culture drives customer satisfaction
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In closing: create a culture with meaning
Both consumers and employees want companies to stand for something bigger
The Culture Value Chain
Video: http://youtu.be/JNOLh0PNDrA
Questions?
1 500 Arbeitsplätze an 5 Standorten in der EU
ONE-STOP-SHOP Servicemodell in 30+ Sprachen
Kundenbetreuung der DACH-Klientel von 20 Partner-Unternehmen
“DACH-Fit” : 300 deutschsprachige Mitarbeiter (30%)
Spezialisierung auf folgende Branchen: e-Commerce, Touristik und Freizeit, Finanzdienstleistungen, BITKOM und Pharma
Nehmen Sie Kontakt mit uns auf!
Wir sind für Sie da: CCW, Halle 4, Stand C14
TELUS International Europe – who are we?
Danke! Connect with us!
TELUS Internationalhttp://telusinternational.com
Jeffrey PURITT
President, TELUS International
Toronto, Canada
René LÜDEMANN
Director Sales & Business Development, Germany
Düseldorf | +49(0)171-5550833
Stefan ABADZHIEV
Sales Manager, DACH
Sofia | +359 894 37 77 14
Philippe OUGRINOV
VP, Sales, Marketing & Solutions, Europe
Sofia | +359 88 600 88 64
TELUS International Europe http://telusinternational-europe.com
