How to Design Much Better Customer Service Experiences

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  • Brought to you by

    ContactCentreSmartDismantling Frustration. Engineering Happiness

    How to design better

    much

    customer service experiences

  • In the beginning mankind created this

    The humble voice

    recorder!

    ContactCentreSmartDismantling Frustration. Engineering Happiness

  • Foundational measures.

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

    Measures whether something was done or not

    &

    ContactCentreSmartDismantling Frustration. Engineering Happiness

    Finesse measures.Measures how something was done

  • Foundational

    Yes/No standards

    More objectiveEasy to scoreEasy to understand

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

    ContactCentreSmartDismantling Frustration. Engineering Happiness

    Graded standards e.g. Excellent to Poor

    A LOT more subjectiveAllows 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

  • ContactCentreSmartDismantling Frustration. Engineering Happiness

    Foundational measures gives customers this type of experience

  • ContactCentreSmartDismantling Frustration. Engineering Happiness

    Perfectly functionalbut a little bland

    Foundational measures gives customers this type of experience

  • ContactCentreSmartDismantling Frustration. Engineering Happiness

    But with finessemeasures a customers experience is transformed

  • ContactCentreSmartDismantling Frustration. Engineering Happiness

    from this

  • ContactCentreSmartDismantling Frustration. Engineering Happiness

    to this!

  • ContactCentreSmartDismantling Frustration. Engineering Happiness

    This works

  • ContactCentreSmartDismantling Frustration. Engineering Happiness

    Butthis works MUCH better!

    This works

  • ContactCentreSmartDismantling Frustration. Engineering Happiness

    But whats really exciting

  • ContactCentreSmartDismantling Frustration. Engineering Happiness

    About this

  • ContactCentreSmartDismantling Frustration. Engineering Happiness

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

    broadercustomer perspective...

  • ContactCentreSmartDismantling Frustration. Engineering Happiness

    We call this

    Customer interaction Analysis (CiA)

  • ContactCentreSmartDismantling Frustration. Engineering Happiness

    Okso whats so exciting about

    CiA?&

    What is CiA exactly?

  • ContactCentreSmartDismantling Frustration. Engineering Happiness

    CiA analyses a sample of customer interactions and asks questions like

  • ContactCentreSmartDismantling Frustration. Engineering Happiness

    CiA asks questions likeWhos

    calling?

    &Why are

    they calling?

  • ContactCentreSmartDismantling Frustration. Engineering Happiness

    Whos calling?

    Why are they

    calling?

    How could the call

    have been prevented?

    Was this an unnecessary repeat call and why?

    CiA asks questions like

  • ContactCentreSmartDismantling Frustration. Engineering Happiness

    Whos calling?

    Why are they

    calling?

    How could the call

    have been prevented?

    Was this an unnecessary repeat call and why?

    How can we make the

    interaction easier for the

    customer?

    How can we make it easier for agents to

    serve customers?

    CiA asks questions like

  • ContactCentreSmartDismantling Frustration. Engineering Happiness

    Whos calling?

    Why are they

    calling?

    How could the call

    have been prevented?

    Was this an unnecessary repeat call and why?

    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?

    CiA asks questions like

  • ContactCentreSmartDismantling Frustration. Engineering Happiness

    Whats the ROI onCiA?

  • CiA unloads loads of call-load by

    ContactCentreSmartDismantling Frustration. Engineering Happiness

    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 thatthe best experience is no experience.

    11

  • CiA uploads loads of loyalty by

    ContactCentreSmartDismantling Frustration. Engineering Happiness

    Eliminating

    customer

    interaction

    friction

    How often does this happen to youYou call anorganisations 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 growthby

    ContactCentreSmartDismantling Frustration. Engineering Happiness

    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 organisations

    ContactCentreSmartDismantling Frustration. Engineering Happiness

    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 organisations

    success.

    44

  • ContactCentreSmartDismantling Frustration. Engineering Happiness

    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 hilario@contactcentresmart.com.ContactCentreSmartDismantling Frustration. Engineering Happiness

    http://www.contactcentresmart.com/id154.htmlmailto:hilario@contactcentresmart.com

  • hilario@ContactCentreSmart.com

    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

    mailto:hilario@ContactCentreSmart.comhttp://www.contactcentresmart.com/http://za.linkedin.com/pub/hilario-fiandeiro/1/273/b12mailto:hilario@contactcentresmart.com?subject=I'd like to get more information on%CiQ...&Body=Hi Hilario, please can you send me more information regarding CiQ. Thanks.mailto:hilario@contactcentresmart.com?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 FiandeiroI 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.

    Ive 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. Its 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. Thats exciting!

    I hold a BCom from the University of the Witwatersrand and

    an MBA from Edinburgh Business School.

    Im also a ICMI /CIAC Certified Management Consultant.

    Contact me on:

    hilario@ContactCentreSmart.com

    www.ContactCentreSmart.com

    mailto:hilario@ContactCentreSmart.comhttp://www.contactcentresmart.com/

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