understanding your customers
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Understanding Your Customers
What they want & how to deliver
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Understanding Your Customers
Jim BeuoyCompliance Officer & Director, Quality Assurance
OKS-Ameridial Worldwide
Donor Care Center, Inc.
Commercial Telemarketing Registrations
President, American Teleservices Association
Great Lakes Chapter
[email protected] 330-497-4888 x 271
What they want & how to deliver
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Understanding Your Customers
• Recent studies on what customers want and what ticks them off.
• What to measure.
• Employee / Labor market impact.
• How do we adapt our organizations to deliver an ideal consumer experience?
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20%19%
18%17%
15%
11%
0%
15%
30%
Rep'sExpertise
Level
Number ofReps toResolve
Attitude ofRep
Time toResolve
Clarity ofProcess toCustomer
Rep'sKnowledgeof Customer
11%
15%
22%
27%
14%
11%
0%
15%
30%
Rep'sExpertise
Level
Number ofReps toResolve
Attitude ofRep
Time toResolve
Clarity ofProcess toCustomer
Rep'sKnowledgeof Customer
CCC Member’s Perception of Customer Preferences Customer’s Actual Preferences
The attributes of resolution that we believe The attributes of resolution that we believe customers value most…customers value most…
……differ from customers’ actual differ from customers’ actual preferencespreferences
Source: Customer Contact Council Research
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Understanding Your Customers
The DisconnectThe Disconnect
• Companies lack a clear sense of customers’ actual resolution preferences.
• Customers display a much steeper “value curve” than companies think.
• Companies believe that customers value expertise most highly, when, in fact, it is their least valued attribute.
• Customers value time to resolution and attitude of the representative far above other attributes.
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Understanding Your Customers
The Loyalty Myth
• “Consistent findings from consumer research is that 60-80% of lost customers across all industry segments reported on surveys just prior to
defecting that they were “very satisfied” or “satisfied”. * CRMproject.com
• Sr. Mgmt. has diluted efforts to encourage customer loyalty through the attitude that “it’s Marketing’s job”. * CRMproject.com
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Understanding Your Customers
Consumer Focus, Inc. 2005• Only 14% of customers leave for product reasons. 68% leave
because of poor treatment by employees.
• Only 4% of unhappy customers complain. 90% of non-complainers simply go elsewhere.
• 80% of companies believe that they deliver a superior CE. Only 8% of their customers agree.
• The sense of “bonding” that occurs in the CE is personal and emotional but little is known about the composition and emotional determinants.
• 95% of senior business leaders believe that the next competitive differentiator is Customer Experience.
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Understanding Your Customers
Witness Consulting Div.
• 50% performance evaluated by AHT and traditional metrics
• 50% Caller experience based quality scores
Experience focused groups AHT went to 10.5 min. AHT measured group stayed at 12
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Understanding Your CustomersTechnology SolutionsSelf Service hasn’t been wildly successful
• Callers dislike self-service – want quick, easy experience • 12% usage. Over 50% immediate opt-out.• Avoid:
– Your call is important to us– Please listen carefully as our menu has changed– You can access our website to answer more questions– Personas
• As efficient as reaching Sales
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Understanding Your Customers
Technology SolutionsSelf Service / Customer Service Do’s
www.gethuman.com evaluation standards
• Dial 0 to get a human• Provide estimated wait time• Don’t make a caller repeat info• Provide touch-tone optional entry method• Don’t sell on info systems• Let callers interrupt when appropriate• Do not disconnect for error• Default to dominant language• Agents able to communicate clearly
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Understanding Your CustomersWhat to Measure2007 Aspect Contact Center Satisfaction Index. 1000 consumers. 250 who claimed they had a recent exceptional contact center experience.
• Quick responses to inquiries / issues
• Given accurate and detailed information
• Presented the necessary facts to make informed decisions
• Provided details for what will transpire after the interaction
• Empathy and Advocacy– patience, knowledge, professionalism, and friendliness
• Efficiency– speak to an agent quickly, authority to resolve issues
• Automation– ease of use, multiple choices, access agents from website
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Understanding Your Customers
• PROFESSIONAL • KNOWLEDGEABLE • EFFECTIVE / SKILLFUL• LEGALLY COMPLIANT
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Understanding Your Customers
What to Measure • Professionalism:
– How would you baby sit a gorilla? !!!! (Toni Portman)
• Know your tricks!
• Don’t wear out before the gorilla wears out!
• Listen! It’s not about YOU!
• Teflon Coating
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Understanding Your Customers
What to Measure• Professionalism: Tone
• Friendly: Adds the “human touch”. Sounds natural, not rehearsed, scripted or canned. Sounds appreciative, genuine / sincere, appropriately enthusiastic and/or empathetic, acknowledging consumer concerns throughout the call.
• Patient: Demonstrates unfailingly polite, considerate, calm and kind demeanor even when faced with difficulties.
• Helpful: Demonstrates “at your service” attitude throughout the call.
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Understanding Your Customers
What (else) to Measure• First Call Resolution - High predictor of client satisfaction
– Internal Evaluation• Did that resolve the reason for your call today?• Have I answered all your questions?• Is there anything else I can do for you?
– External Evaluation• Repeat calls come within 24 hours (ANI by agent)• Voice of the Consumer
• Transfer rate– Able to resolve questions / concerns without being transferred. – Don’t make them repeat information.
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Understanding Your Customers
Understanding doesn’t create culture.
• When do people lose their passion for delivering quality?
• Foundation Cornerstone / Mission Statement: Employees should feel valued and respected.
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Understanding Your Customers
Employee / Labor Market Changes: The “Millennials” Are Coming www.cbsnews.com “The “Millennials” Are Coming
• Today’s employee played in little leagues with no winners. They were laden with trophies just for participating.
• We didn’t make them practice the …………………..
• No shame to live at home. Adulthood begins at 26.
• They have the expectation that they will automatically win, and they always be rewarded, even for just showing up.
• You’ve got to do this. You’ve got do this. And they will walk.
• Boomers need to hear the message that they’re going to have to start focusing more on coaching rather than bossing.
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Monitoring
Approaches Pro’s Con’s
Side-by-side Best performance Modified behavior
Training issues
Present in the moment
Remote Actual performance Removed / clerical
Weak link between behavior/reinforcement
Big Brother
Recording w agent Replay No sphere of Virtual real time influence
Self-evaluation
Respectful
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Understanding Your CustomersALIGN THE ORGANIZATION WITH
CONSUMER EXPERIENCE BASED COACHING
•Customer Support Professional vs. AgentFocus is on how the customer experiences the callCoaching is on behaviors vs. Stats
• Team Leaders / Project Leaders vs. SupervisorsBefore listening to the call, adopt the point of view of the customerCoach Attitude, Train Skill
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Understanding Your CustomersALIGN THE ORGANIZATION WITH
CONSUMER EXPERIENCE BASED COACHING
EVALUATE / REWARD DIFFERENTLY
• Support Professionals: KPI’s / Quality Scores / Consumer Scores
• Leaders: Coaching counts, Effectiveness, KPI’s, Quality Scores, Consumer Scores, Turnover, & PM Feedback
• Call Center Managers: Coaching counts, Effectiveness, Consumer Scores, Turnover,Staffing, Corrective Action Management, Client KPI’s
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Understanding Your Customers
Summary: OUR CHEESE HAS MOVED!
• Consumers want to work with companies who care about them, are efficient and effective, and follow through with what they say they are going to do. Aspect Contact Center Satisfaction Index.
• Employees want to work for companies who care about them, empower then, and follow through with what they say they are going to do!
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Understanding Your Customers
Summary
• Schedule the coaching function.
• Empower employees to identify their own opportunities for continuous improvement.
• Measure the consumer experience. Evaluate and reward employees on the experience that they provide.
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Understanding Your Customers
Questions?