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Why our customers are contacting us

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Have become more a historian than futurologist!

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How do we stop

doing dumb

things

to our customers

and our people?

Our passion:

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We’ve helped many UK businesses

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5

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6

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“The customers and the front line staff know”

7

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20

Change programmes

Change

contact &

operations

Customer

Front line staff

100 things you can learn from…..research series:

“The customers and the front line staff know”

Source: Fast+Simple Research 2004/5/6

Source: Budd F+S Research 2004,5,6

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Is that enough for a strategy?

9

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Applying the Principles of “Best Service” leadership

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Source: The Best Service Is No Service, Jaffe & Price, Wiley 2008

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The contact centre doesn’t create contact

& therefore it cannot stop contact

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So who did and who can?

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The contact centre doesn’t create contact

& therefore it cannot stop contact

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Use the words the customers use

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Our

department is

very different

from theirs

Our agency

is very

different

from theirs

We are far

more

complex

than them

I don’t

understand

your letter

Where’s my

money?

How do I….?

PAYE & SA demand data

1. I need to let you know that my tax code is wrong

2. What's happening with my PAYE repayment

3. I don't understand my P800 calculation (assessment)

4. How do I claim a PAYE repayment

5. Call ended because customer needed another number

6. I need to let you know that my employer is using the wrong tax code

7. What's happening with my SA repayment

8. I don't understand why my tax code has changed

9. Can you help me complete a tax return

10. I need to let you know about a change of circumstance (name, address,

marriage, change of agent etc)

12

3

45

6

7

8

9

10

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What sources to use?

How accurate to be?

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•Speech analytics

•System sourced: structured and unstructured data

•Social analytics•Business insight•Data warehouse

•Front line and customer insight •Tick boxes •Sampling

•Complaints•Customer research•Feedback

•QA •Compliance

•Agent monitoring•Surveys•Voice records

Data sources

How can we

create one view

of customer

needs?

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Value / Irritant grid - example financial

services

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Irritant

ValueIrritant

Company

Customer

Simplify Leverage Opportunity

Eliminate Automate

7.3% 32.8%

24.3% 30.1%

Value

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Skyline dashboard to drive action - Utility example

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Data

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Engage the rest of the business

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Lessons learned

• Get the data

• Engage the front line –they have the expertise

• Join up – share accountability with parts of your organisation who are generating the demand. We started motoring once they took ownership.

UK Government

Her Majesty’s Revenue and CustomsHMRC

Demand Management Programme

Making Contact Count!!

Martin SellarJune 2012

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A few final thoughts

• Make useful what you’ve got already

– Bring information to decisions and design the decision

making

• Present the cost of not acting

– People act on risk to them, not common sense

• Be clear the contact centre cannot stop contact

– Engaging outwards, rather than just managing the contact

centre

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Make clear requests of peers outside the contact

centre

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How do we stop doing dumb things

to our customers and our people?

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Appendix - what is “Decisionflow”?

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1

1

Thanks for the ideasYou said we did

Focus, focus, focus

You can see we’re

getting on with it, or not

We understand the customers issue,

so we stop asking customers so often

Have we changed

the customer

experience, culture

& results?

How can we grow

by understanding

customer demand

at contact points?

How can we make

the most of the

opportunities in

what staff &

customers know ?

How can we create

one view of

customer issues?

Are the right

people agreeing to

do the right things?

3 Forums: CC, X-

dept, policy

Comms

Comms Comms

Track

Act

Categorise

Collect

Aggregate

Prioritise

Comms

Transform our

economic models?

We can’t do it all at once

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Applying the Principles and Drivers of “Best Service”

leadership

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Make it easy for me

Deliver great experiences

Know me, remember me

Give me choices

Surprise me

Value me

Trust me

Make me be better

and do more

Eliminate dumb contacts

Create engaging self service

Be proactive

Make it easy to contact

Listen & act

Own the actions

across the company

Best Service

Customer needs

Sources: BSINS & Me2B, Price & Jaffe