The future of customer care
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21-Oct-2014 -
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Transcript of The future of customer care
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�
�Koen Delvaux �@kodel�
The future of customer care ��
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1. THE END OF MARKETING �
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MARKETEERS ARE LIVING IN FEAR:�THE OLD TACTICS NO LONGER WORK�
@kodel�
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Marketing vs. branding �
Marketing= �why you need to buy our product �
Branding= �this is who we are (cool, huh!) �
@kodel�
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Marketing doesn’t work anymore �
@kodel�
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Branding still works!�
@kodel�
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But don’t confuse the two�
@kodel�
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Word of mouth is here to stay �(with social media as amplifier) �
@kodel�
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The end of marketing is a good thing: without the window dressing, we are
forced to become a better company��
@kodel�
Customer care is the new marketing�
So, what’s the future of marketing? �
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2. THE END OF CUSTOMER CARE �
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Technology is creation frictionless service �service becomes irrelevant �
@kodel�
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Disintermediation is around the corner.�What will we sell tomorrow? �
@kodel�
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We want to: �decrease contact rate (lower cost) �handle calls faster (lower cost) �first time right (lower cost) �
@kodel�
but we are making ourselves irrelevant �
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3. REBIRTH OF YOUR BRAND�
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Why do we have values? �Who determines those values? �Who owns our brand? �
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People want to express who they are. Discover their identity and your brand is here to stay.�
@kodel�
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The sustainable way to ‘viral’�(Flip the funnel, Joseph Jaffe) �
@kodel�
Focus on retention, not acquisition�
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You need to make people part of your brand story. �Every single day.�
@kodel�
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What would Duco do?�@kodel�
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It starts with brand love by employees. �
@kodel�
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4. PUTTING YOUR BRAND IN ACTION�
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service interaction�
@kodel�
product experience �
brand message �
customer �experience �
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How does your organization behave?�How do your employees feel?�What do you do to let your customers experience your brand? �
@kodel�
CUSTOMER CENTRICITY�ABC: �positive attitude �bold communications �continuity�
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Apple employees go all the way�Even if this means directing you to a competitor �
@kodel�
Some 20 minutes later the first employee – and I don’t remember his name – finds me and says : “Chris – yes he still remembered my name – I found a solution : a wireless hard drive (1 TB !) that you can connect via Bluetooth”. He showed the solution on his iPad and said “It costs 199 $ at Best Buy, the nearest is 2 miles from here, and it’s open until 10 pm, do you need a map or driving instructions ?” �
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FROM �PROBLEM SOLVING �TO �BRAND EXPERIENCE�
Contact centers need to be managed differently to create positive brand experiences. �We need more autonomy and more proactive (outbound) contacts.�
@kodel�
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from:�agent focus ��handle time �speed to answer �contact rate �transfer rate �
@kodel�
to: �customer focus ��WOW! experience �first time (100%) right �net promoter score �customer helps customer �
Use new key metrics to guide staff �
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Lesson�1�
@kodel�
STOP THE CALLCENTER�Make smaller, self supporting teams �Each team has it’s own customers �Give them autonomy & customer KPIs �
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5. THE CUSTOMER FEEDBACK LOOP �
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Marketing defines the brand�
Customer care defines the experience �
THEY BOTH NEED DATA TO DRIVE CHANGE�
@kodel�
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@kodel�
feedback �
change�
communicate�
listen �
content �
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1. marketing listens to customer interactions to detect topics �
@kodel�
feedback �
change�
communicate�
listen �
content �
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1. marketing listens to customer interactions to detect topics �
@kodel�
2. content marketing is launched to create public conversation about these topics � feedback �
change�
communicate�
listen �
content �
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1. marketing listens to customer interactions to detect topics �
@kodel�
2. content marketing is launched to create public conversation about these topics �
3. feedback is given to customer care teams �
feedback �
change�
communicate�
listen �
content �
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1. marketing listens to customer interactions to detect topics �
@kodel�
2. content marketing is launched to create public conversation about these topics �
4. customer care teams change their procedures �
3. feedback is given to customer care teams �
feedback �
change�
communicate�
listen �
content �
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1. marketing listens to customer interactions to detect topics �
@kodel�
2. content marketing is launched to create public conversation about these topics �
4. customer care teams change their procedures �
3. feedback is given to customer care teams �
5. marketing communicates the changes �
feedback �
change�
communicate�
listen �
content �
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Lesson�2�
@kodel�
CREATE A FEEDBACK LOOP �Use data from customer interactions to drive changes to other touchpoints on the customer journey.�This gives purpose to employee’s jobs.�
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Example: New invoice design. Based on input by contact centers + cocreation with customers �
@kodel�
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Zappos. Delivering Happiness�@kodel�
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6. HOW TO GET STARTED�
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The transparency of social media provides a good leveraging point to start the customer care revolution. �
Social media is the ideal catalyst to introduce change in large organizations.�
@kodel�
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5 STEPS TO IMPLEMENT �CUSTOMER CENTRICITY�
1 INTERNAL SOCIAL�2 EXTERNAL SOCIAL�3 VIRTUAL TEAM �4 WEBCARE TEAM �5 END CALLCENTER�
@kodel�
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1 INTERNAL SOCIAL MEIDA �
@kodel�
• Create an account on Yammer or Sharepoint �
• Post a daily blogpost/update on what you are doing:�
“changing the company towards customer centricity” �
�
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2 EXTERNAL SOCIAL MEDIA �
@kodel�
• open a Twitter account and respond to customers �
• monitor brand keywords and interact�
Execute pressure on the organization using social media (Chief Customer Officer) �
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3 VIRTUAL TEAM �
@kodel�
• Start by creating a Facebook page �
• Set up basic monitoring �
• Let the team provide 1 post per day �
The key is to start a team of volunteers (meet during lunch hour) from different departments �
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4 WEBCARE TEAM �
@kodel�
• Write down processes for consistency�
• Organize dry runs to practice scenarios �
• All tickets of this team are PRIO 1�
Always handle the complete case in this team (no second line), also when using the phone �
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5 END CALLCENTER�
@kodel�
• The webcare team becomes a blueprint for the rest of your customer care organization�
• Each team of 10-12 people is responsible for a group of customers. �
• Teams are self-steering and rewarded for positive NPS & creating ambassadors.�
�
Bring in non-callcenter managers, teamleads and staff. We can’t use the old mentality.�
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2 THINGS YOU NEED TO REMEMBER�
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Stop the contact center �make small, self-supporting teams �
@kodel�
Create a feedback loop�use real-time monitoring to guide your actions & change the company�
You only need to remember 2 things: �
Lesson�1�
Lesson�2�
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THANK YOU�@kodel�