"Customer Service Delivery" Seminar Presentation
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Transcript of "Customer Service Delivery" Seminar Presentation
Customer Service DeliveryThursday 2nd February 2012Burroughs Room – The Wellcome Trust183 Euston RoadLondonNW1 2BE
Welcome
Ian Rutter
Senior Manager
Engage Business Network
What is the Engage Business Network?
• Break down some of the barriers and misconceptions that prevent the corporate world from fully exploring the market that is the over-50 consumer.
• Foster the best in inclusive design across a wide range of products and services, and to help promote these products and services to the over 50s market, thereby improving the quality of life for the ageing population.
• By helping business to understand fully the complexities of the ageing population, we hope that we can help to open up new routes to market.
• Think “Customer” rather than “Age”
• Play a crucial role in stimulating and sharing good practice.
•New Members
Kohler-Mira BT ATOC Dignity Caring Funeral Services Panasonic McCarthy & Stone
Agenda
13:30 Registration
14:00 Chair’s Welcome – Ian Rutter – Senior Manager, Engage Business Network
Speakers
14:10 Jo Moran - Head of Customer Service, Retail Communication and Activity and Staffing, Marks & Spencer
14:45 Professor Moira Clark - Head of Marketing and Reputation, Director of The Henley Centre for Customer Management, Henley Business School, Reading University
15:20 Break and refreshments
15:40 Dr Nicola Millard - Customer Experience Futurologist, BT
16:15 Questions and debate
16:30 Drinks and networking
17:15 Close
Customer Service & Your Brand: The Key Ingredient
Jo Moran
Head of Customer Service, Retail Communication and Activity and Staffing
Marks & Spencer
“... Name, term, design, symbol, or any other feature that identifies one
seller’s good or service as distinct from those of other sellers...”
American Marketing Association
“A brand isn’t what you say it is,
it’s what Google says it is”Chris Anderson,
The Long Tail
it’s loud and it’s out there!
SALECUSTOMER: I went to your xxxx store last week, it was like a jumble sale rails and rails of tat! Even one of the staff commented about it, good idea to send it to the charity shops. CUSTOMER: Just been in xxxx - hardly anything in the sale - at least, not anything I wanted. :(
HOW WILL YOU BE CELEBRATING NYE?CUSTOMER: Would have been celebrating with a few more crisps & dips, but M&S xxxx decided to shut their doors 20 minutes early.
CHRISTMASCUSTOMER: I tried 4 branches in west London for bread sauce and couldn't get any. In the largest branch at xxxx the customer
The customer voice…
What do customers expect from us?
Changing expectations
Customer Experience
Product
Environment Service
Service is the KEY ingredient
Making a connectionMaking a connectionAdding Value Adding Value
EmployeeEmployeeSatisfactionSatisfaction
EmployeeEmployeeLoyaltyLoyalty
BusinessBusinessPerformancePerformance
InvestingInvestingYour Time Your Time Customer Customer
SatisfactionSatisfaction
CustomerCustomerLoyaltyLoyalty
Engagement matters
Creating a Service Model...
WHAT I’M LIKEAND
WHY I’M HERE
WHAT I KNOW
WHAT I DO
MOST
MORE
LESS
Customer
DELIGHT
WELL-OILED MACHINE
Me
The customer view....
1st Position
You & Your Role
Your KnowledgeYour Experience
2nd Position
Your Customer
Their FeelingsTheir Needs
3rd Position
Your M&S
Future SalesBrand Reputation
Serving the Autonomous Customer
Dr Nicola J. Millard
Customer Experience FuturologistBT Global Services
Customers are Changing
1 0 1 2 3 4 52
I like to take time to make the right decisions in life83% I’ve got a very good
attention to detail78%
I let my heart rule my head when it comes to making decisions 30%
I plan and research most of my purchases78%
I enjoy chatting for long periods of time with friends, family, colleagues59%
I never have enough time to get everything done in life53%
I buy more from companies that make it easier for me to do business with them83%
Loyalty is a thing of the past46%
Copyright - BT Global Services/Avaya, 2012
Good Experience Design = Inclusive Design
Copyright - BT Global Services/Avaya, 2012
Walk in Your Customer’s Shoes
http://www.inclusivedesigntoolkit.com/
Tunnel VisionTunnel Vision Macular lossMacular loss
RetinopathyRetinopathyCataractsCataracts
Copyright - BT Global Services/Avaya, 2012
Mobile Device Capabilities in 2015
Ability to watch and create full high-definition video content on the move
Storage to carry:• 80 HD movies• 250,000 music tracks
Seamless roaming between range of high-bandwidth wireless networks
Flexible displays and built-in projectors overcome device size limitations
Easy, wireless synchronisation of media with other devices
Knowledge of location used to target information
*OFCOM 2011
Q1 Q2
Copyright - BT Global Services/Avaya, 2012
Mobile & Location Based Service Make Multi-Channel Integration More Important• Outbound text and Apps for
customer service have mushroomed
• However, these do not always reassure consumers or improve service levels
• Inaccurate information
• Different data across channels
• Gap between predicted and actual event
• Smart Phone users use all channels more
• Better enterprise wide info needed
• Websites and Apps need to be designed for smart phones, including integrated links to the call centre
Copyright - BT Global Services/Avaya, 2012
Multichannel Integration is Changing Contact
• 56% of online consumers agree that their calls are more complex as simple transactions are automated (49% over 55s)
• 64% say they would rather use the phone than a website FAQ to sort out problems (78% 65+)
Online search by age: 71% of 16-24 year olds, 65% of 25-34 year olds, 64% of 35-44 year olds.
64% of consumers aged 55-64 choose to contact the company directly.When asked what companies could do to improve the customer service experience, 81% of consumers aged 55-64 said 'make contact numbers easier to find', compared
with 52% of consumers aged 16-24. Sitel, 2012.
Copyright - BT Global Services/Avaya, 2012
Deery, S. and Kinnie,N. (2002), Call Centres and Beyond: A Thematic Evaluation, Human Resource Management Journal
Cartoon: Rinat Baibekov http://www.rinat-baibekov.com/
“Service delivery has been crafted into an engineering model where tasks have been simplified, services must conform to predetermined design
specifications and the production process has been constructed to minimise labour costs”. Deery & Kinnie, 2002.
The Call Factory : The “Cat in the Box” Dilemma
Copyright - BT Global Services/Avaya, 2012
Changing Channels (1)
Which channels do you expect to use in the future to contact organisations?
0%
10%20%
30%
40%
50%60%
70%
80%90%
100%
Phone call toa call centre
E-mail to anorganisation
Internet siteof an
organisation
Face to facein store
FrequentlyAsked
Questions onan
organisationsinternet site
Post/directmail
Phone call toan automatedor IVR phone
service
Text/SMSmessage
Phone call toa call centrein anothercountry
Use Home Internet Use Home Internet + Mobile Broadband Use Home Internet + Mobile Broadband + Smart Phone
Copyright - BT Global Services/Avaya, 2012
Changing Channels (2)
Which channels do you expect to use in the future to contact organisations?
0%5%
10%15%20%25%30%35%40%45%
Online forum forcustomers on
anorganisations
website
Web chatconversation
with anorganisation
Online forumrun by
customers ofthe same
organisation onthe internet
Skype to anorganisation
Facebook orother social
networking site
Mobile Apps Videoconferencing
Use Home Internet Use Home Internet + Mobile Broadband Use Home Internet + Mobile Broadband + Smart Phone
10% select social media (Facebook, Twitter, customer forums, etc) as a preferred channel for future contact with organisations
60% agree “I continually change how I contact an organisation”.
Copyright - BT Global Services/Avaya, 2012
Top 6 Future Channel Preferences – 55+
55-64:
1.Email
2.Phone
3.Internet
4.Text message
5.Face-to-Face
6.FAQs
65+:
1.Phone
2.Email
3.Internet
3.Face-to-face
5.Post
6.Online Forum
Copyright - BT Global Services/Avaya, 2012
The Networked Expert
“The complexity of enquiries now is amazing – especially now in a time of financial uncertainty. With complexity comes longer calls and higher expertise. Contact centres, especially, have never been viewed for what they’re becoming”
CIO, UK Retail Bank.
Copyright - BT Global Services/Avaya, 2012
Networking Experts: Contact Centres in the Cloud
I’m able to bring in extra income and with the flexibility it gives me it does not interfere with my first job as a stay-at-home mum
I enjoy the opportunity to work from home - the commute is short and I never have to worry about traffic!
I’m semi retired. Working from my home, part time allows me a schedule that not only supports BT but also fits with my life.
Martine Katie Anthony
Copyright - BT Global Services/Avaya, 2012
Customers Bypassing Organisations
Only 25% agree Most of the online recommendations I read on the internet are not very useful
31% agree I trust the content on customer forums, it's unbiased and reliable
51% agree I trust the content on a customer forum more than an organisations' website
Only 24% agree I trust the content on an organisation's website or forum, it's unbiased and reliable
83% agree
I use reviews of products and services on the internet to check quality
37% agree
I contribute to online forums, online reviews e.g. Trip Advisor etc
Copyright - BT Global Services/Avaya, 2012
When I want to sort out a problem with a product or service increasingly I use online customer forums
11%
20%
10%13%
8%6%
9%
24%
32%
26%
29%
26%
17%10%
0%
10%
20%
30%
40%
50%
60%
Total 16-24 25-34 35-44 45-54 55-64 65+
Agree slightly
Agree strongly
Customer Collaboration – Online Forums are Popular
Helping other consumers with problems with their products and services
20% say it would really add value
Thank YouDr Nicola J. MillardCustomer Experience FuturologistBT Global [email protected]: @DocNicolaBT Viewpoint: http://www.blog.bt.com/viewpoint
Copyright - BT Global Services, 2012