Download - How to Design Much Better Customer Service Experiences

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ContactCentreSmartDismantling Frustration. Engineering Happiness

How to design better

much

customer service experiences

In the beginning mankind created this…

The humble voice

recorder!


Foundational measures….

This allowed us to assess the quality of our Agents by assessing…

Measures whether something was done or not…

&


Finesse measures….

Measures how something was done…

Foundational

Yes/No standards

More objective…Easy to scoreEasy to understand

E.g.’s : Did the agent use the correct…• Greeting and ending• Verification procedure• Transfer and ‘hold’ procedure• Call protocol


Graded standards e.g. ‘Excellent to Poor’

A LOT more subjective…Allows for individual styleBut more difficult to score

E.g.’s : To what extent did the agent show…• Professional courtesy• Empathy• Active listening• Energy and positivity

Finesse


Foundational measures gives customers this type of experience…


Perfectly functional…but a little bland

Foundational measures gives customers this type of experience…


But with finessemeasures a customer’s experience is transformed…


from this…


to this!


This works…


But…this works MUCH better!

This works…


But what’s really exciting…


About this…


Is the opportunity to assess the quality of customer experiences from a

broadercustomer perspective...


We call this…

Customer interaction Analysis (CiA)


Ok…so what’s so exciting about

CiA?&

What is CiA exactly?


CiA analyses a sample of customer

interactions and asks questions like…


CiA asks questions like…

Who’s calling?

&Why are

they calling?


Who’s calling?

Why are they

calling?

How could the call

have been prevented?

Was this an unnecessary repeat call and why?



Who’s calling?

Why are they

calling?

How could the call



How can we make the

interaction easier for the

customer?

How can we make it easier for agents to

serve customers?



Who’s calling?

Why are they

calling?

How could the call



How can we make the

interaction easier for the

customer?

How can we make it easier for agents to

serve customers?

Did this call reflect our

core values?

Was this call resolved on

first contact?



What’s the ROI on

CiA…?

CiA unloads loads of call-load by…


Preventing

unnecessary

customer

interactions

We tend to be great RE-actors, but we need tobecome better PRO-actors! Proactively preventingunnecessary customer interactions is where it's at.Unless you work for an organisation like Disney, mostcustomers would prefer not to experience yourcustomer service, not matter how well you design it."The harsh reality of the customer service world isthat we tend to do more harm than good. To beprecise, according to our research, any customerservice interaction is FOUR times more likely to drivedisloyalty than to drive loyalty.”(from ‘The Effortless Experience’)Ouch! So it would seem that…’the best experience is no experience’.

11

CiA uploads loads of loyalty by…


Eliminating

customer

interaction

friction

How often does this happen to you…You call anorganisation’s call centre and their IVR asks you to key inyour customer number. When your call is eventuallyanswered what's the first question the CSR asks? Youguessed it…"Please may I have your customernumber'! That's an example of friction right there!So how do we get interactions flowing more smoothly?First, we need to identify the major causes of frictionand look for ways to minimise the friction. Imagineputting the customer interaction into a blender until itbecomes silky smooth and easy to digest.“Reducing customer effort is the key to mitigatingdisloyalty” (again from ‘The Effortless Experience’).

22

CiA boosts sales & margin growth

by…


Creating

genuine

customer

connections

We need to be attuned to creating genuine'emotional connections' with customers.Sounds soft but it's not.In fact, research from Gallup and TheDisney Institute suggests that organisationsthat optimise emotional connectionsoutperform their competitors by:- 26 percent in gross margin and- 85 percent in sales growth.We want to aim for our customers' hearts,not just their heads.

33

CiA allows your contact centre to

become your organisation’s…


Central

Intelligence

Agency

Implementing CiA…

• helps pinpoint and prevent quality

problems in key areas of the business.

• contributes to developing better

marketing and customer communications.

• helps improve the usability and

acceptance of self-service systems.

•allows your contact centre to become a

strategic contributor to your organisation’s

success.

44


Want to know MORE…?

Workshop :

How to design MUCH betterCustomer Service Experiences…

Join me for a ‘ground-breaking’, 'myth-busting' and dare I say it

'paradigm-shifting' new workshop on how to design MUCH better

customer service experiences.

Where? Wanderers Club, Illovo, Johannesburg, South Africa

When? Thursday, 19th November 2015 from 8:30 to 16:30.

Cost? R 3,450 per person (max 15 people)

Who should attend?

Any customer service leader, with a burning desire to measurably BOOST

the quality of their organisation's customer service experiences.

For more information or if you'd like to reserve your spot please email

me on [email protected] Frustration. Engineering Happiness

http://www.contactcentresmart.com/id154.html

mailto:[email protected]

[email protected]

www.ContactCentreSmart.com

FollowFind this useful? Follow me on LinkedIn to get more of this type of stuff…

Want to know ‘what's wrong with call quality and how to fix It’? Read this…

Read 2

Want to engineer much better customer contact experiences? Read this…

Read 1

Want to make CiA happen in your company? Enquire here.

Enquire

Need help with a question relating to CiA? Ask here.

Ask

Thank YOU for YOUR time…


http://www.contactcentresmart.com/

http://za.linkedin.com/pub/hilario-fiandeiro/1/273/b12

mailto:[email protected]?subject=I'd like to get more information on%CiQ...&Body=Hi Hilario, please can you send me more information regarding CiQ. Thanks.

mailto:[email protected]?subject=I've got a question relating to CiQ...&Body=Hi Hilario, I was wondering if you could help me with the following question:

About me...Hilario Fiandeiro

I help organisations ‘dismantle frustration and engineer

happiness™’ in their customer-facing areas and beyond.

As a management consultant and facilitator, operating from

Johannesburg, South Africa, I specialise in making customer-

serving professionals, more successful and customer

interaction experiences, more rewarding.

I’ve been involved in the customer experience and contact

centre space for about twenty years. This is an exciting

industry and one that is constantly evolving. It’s also an

industry that has its fair share of challenges. The more you

learn about this industry the more you realise how much

there still is to learn and master. That’s exciting!

I hold a BCom from the University of the Witwatersrand and

an MBA from Edinburgh Business School.

I’m also a ICMI /CIAC Certified Management Consultant.

Contact me on:

[email protected]

www.ContactCentreSmart.com


http://www.contactcentresmart.com/

Download - How to Design Much Better Customer Service Experiences

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