Customer experience seminar – Oct 2013

Multichannel strategy and transforming performance

Danni Rush, Contact Centre Operations Manager, Mothercare

Customer Experience:

Customer experience seminar – Oct 2013

Mothercare PLC

‘’Our aim is to be the world’s leading motherand baby specialist, making life easier for

families the world over with improved value,choice, service and delivery’’

Customer experience seminar – Oct 2013

Our Challenges

P4 W1

P4 W3

P5 W1

P5 W3

P6 W1

P6 W3

P7 W1

P7 W3

P8 W1

P8 W3

P9 W1

P9 W3

P10 W1

P10 W3

P11 W1

P11 W3

P12 W1

P12 W3

P13 W1

P13 W3

P14W1

05,000

10,00015,00020,00025,000

ELC Total Contacts

This Year (11/12) Last Year (10/11)

How do we know what our customers want? How do we deliver service consistency across brands in a multichannel business and in both in-house and outsourced environments? How do we manage training to resource for a 1000% contact increase in peak? How do we reduce contacts and cost?

Customer experience seminar – Oct 2013

What's the answer?

We need more information from our customers first hand – better reporting on why our customers are contacting us

Smarter Communication – we need to share information over two sites, multiple stores and with our customers

Our solution is self-service through a three-pronged approach…

Customer experience seminar – Oct 2013

Self Help

Help - Ask A Question - in our help section on our customer facing website – answers to 100’s of FAQ’s.

Ask Mothercare Call Centre–a web-enabled solution for our call centre staff which shares the same knowledgebase as Ask A Question but added more detailed information than was publicly available.

Ask Mothercare Store Facing – Self help for stores staff – we created a tailored interface for in-store staff that enables them to access this common knowledgebase, and therefore all the same information, straight from the tills.

Customer experience seminar – Oct 2013

Customer Facing

Customer experience seminar – Oct 2013

The benefits

To the Customer: Empowered customers who self serve – being able to get

answers quickly and for free

To the business: A suite of reporting that is able to identify what our customer are

asking, what information we are lacking and produce FAQ’s upfront – giving the customer the information before they ask without having to contact the customer care team

Reduced contact = reduced cost .

Customer experience seminar – Oct 2013

Internal Tool – Contact Centre

Customer experience seminar – Oct 2013

The benefits

To the agent: Easy access to consistent quality answers across the group Opportunity to easily feedback and improve the information in the tool Have their praise and recognition shared throughout out department Keep up to date with all business news

To the business: Sharing of Best Practice – ‘The Best Agent’ Reporting that enables us to understand what questions the agents are

searching for most and therefore what our customer are calling for Reduced staffing costs

• Reduced AHT and outbound calls

• Reduced training time for new starters - a saving of two weeks

• Less management resource needed in contact centre for floor walking

Customer experience seminar – Oct 2013

Internal Tool – Store Facing

Ability to search the customer FAQ’s as well

as the Store facing

Customer experience seminar – Oct 2013

The benefits

To the store: Easy access to consistent quality answers across group Opportunity to easily feedback and improve the

information in the tool Keep up to date with all business news

To the business: Sharing of Best Practice – The Best Agent Consistent answers and information Reduced calls to the contact centre and Head office with

unnecessary queries = reduced overhead costs

Customer experience seminar – Oct 2013

Engagement

How do we make the tool the best it can be?…Internal engagement

Key business objective to improve Self Help Allow agents to be part of the journey and

improvements using their feedback Using the tool for to share information about

the people and not just the processes Share praise and recognition using Ask

Mothercare

Customer experience seminar – Oct 2013

• Expanding across new channels

• Social Media and Live Chat• Going Global with our franchise partners• Continuing to collaborate and engage with our colleagues and our customers

Next steps & Our Future

Customer experience seminar – Oct 2013

The Message – Collaboration and Engagement

Positive Collaboration

Shared Culture

One

Vision

“We passionately believe we can only be the best if every single person makes a contribution to continually improve our overall standards”