how to design much better customer service experiences
TRANSCRIPT
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 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
ContactCentreSmartDismantling Frustration. Engineering Happiness
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
ContactCentreSmartDismantling Frustration. Engineering Happiness
Foundational measures gives customers this type of experience…
ContactCentreSmartDismantling Frustration. Engineering Happiness
Perfectly functional…but a little bland
Foundational measures gives customers this type of experience…
ContactCentreSmartDismantling Frustration. Engineering Happiness
But with finessemeasures a customer’s 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
But…this works MUCH better!
This works…
ContactCentreSmartDismantling Frustration. Engineering Happiness
But what’s 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
Ok…so what’s 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 like…
Who’s calling?
&Why are
they calling?
ContactCentreSmartDismantling Frustration. Engineering Happiness
Who’s 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
Who’s 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
Who’s 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
What’s the ROI on
CiA…?
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 that…’the 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 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…
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 organisation’s…
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 organisation’s
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 [email protected] Frustration. Engineering Happiness
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…
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:
www.ContactCentreSmart.com