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”