Presented during the High Performance Marketing Conference 2012, organized by Accenture on February 9th 2012.
This presentation was given by Roy Scheerder of KLM, and looks at how KLM implemented it's multi-channel customer care program.
3. High Performance Marketing
Conference 2012
Customer Care
• Passenger & baggage complaints
• Compensation and claims
• Last resort of help
• Various incoming channels
• Marketing Function
• Value driver: Repurchase intention
4. High Performance Marketing
Conference 2012
The Challenge
KLM Customer
Care
Customer Customer Power / Unforeseen Non-scalable supply
Expectations EU Regulations Events Informal control
(e.g. Snow)
6. High Performance Marketing
Conference 2012
The Pain
• 13.000 files in backlog, over 3 months waiting time
• Continuous escalations to board of directors
• Accenture Business Solutions stepped in ...
9. High Performance Marketing
Conference 2012
The Ambition
Innovative Predict customer behavior:
• Identify potential service issues & inform clients pro-actively
Customer
+ Insight • Provide a differentiated service for the customer
Excellence • Align compensation provided to customer expectations
Advanced Incidents proactively managed:
Customer • Core processes proactively managed
Centric
• Service KPI driven, continuous improvement
+ Operational
Excellence • Moderate Customer Insight
Basic Customer recovery & loyalty focus:
Customer • Claims management operational excellence
Care
• Solution robustness facilitates scalability
Excellence
• Moderate continuous improvement
Today Service informal, non-customer centric:
• Lack of insight into drivers, metrics, use of customer insight
Informal
- • Reactive, defensive, strict service, strong focus on policy
10. High Performance Marketing
Conference 2012
The Vision
“KLM Customer Care consistently delivers an excellent service
experience to ensure customer recovery.
We are accessible, recognize and trust our customers, are
attentive to their needs and are empowered and motivated to
offer them the most relevant solution – at all times and at
their convenience.
We appreciate their feedback as it enables us to improve our
service.”
11. High Performance Marketing
Conference 2012
Horizon IV
Consistent
Customer insight excellence
Horizon III Customer
centric operational
excellence
Organization
The
Service excellence
Horizon II
Build a solid
foundation vision
Process
optimization Enabling
IT Performance
management
(‘rhythm of
Horizon I success’)
Stabilize &
short term
impact
Random
CCNL 2010
Basic, informal Customer care maturity Q1-2011 ~ 2011 ~ 2012 - 2013 ~ 2014
12. High Performance Marketing
Conference 2012
Key Performance Indicators
Effective customer Efficient
Recovery & with engaged people
Finance
Maximize Reduce
ROI cost/claim
Customer
Ensure happy Maximize
customers accessibility
Ensure Ensure
Process
Meet service Maximize Maintain
effective efficient
standards responsiveness Hygiene
resolution resourcing
Humans
Ensure
engaged staff
14. High Performance Marketing
Conference 2012
Impact of the Change
1 16
9
Optimize web form Core IT upgrade Forecasting/ planning
2 17
11
Increase accessibility Fraud detection Quality Assurance
4 12 18
Quick reference cards Employee Operational
intake performance mgt performance mgt
7 14 19
Segmentation grid Behavior/ engagement Sourcing
8 15
New organization/
Core process re design
roles
15. High Performance Marketing
Conference 2012
Segmentation Grid
WHO WHAT
FB TIER SOORT CASE CASE TYPE CASE GEVOELIGHEID CASE COMPLEXITEIT
White wing Vraag Bagage N/A
Offline Compliment Airport Directie
Ivory Claim After-journey Escalatie
Multiple
Silver Klacht Delay Mediagevoelig
Gold In-flight Schrijnend
Platinum Pre-journey Medisch / Injury
< 20 = General
≥ 20 = High-value
15
16. High Performance Marketing
Conference 2012
Process Design
INTAKE PROCESSING FULFILLMENT
CORE
A HIGH-VALUE
HANDLING
OUTBOUND
CONTACT
Payment
Preparations
NON-CORE
Enrichment
GENERAL
B Scanning Segmentation
Allocation HANDLING
OUTBOUND
CONTACT
NON CASH
ITEMS
17. High Performance Marketing
Conference 2012
Co-sourcing with Accenture
• Flexible, inhouse sourcing
• Energetic & professional
• Cost per claim contracting
• Improvement incentive
• Forecasting is essential
18. High Performance Marketing
Conference 2012
The Results
• 80% of all claims handled within 24 hours
• 8% increase in repurchase intention
• 50% productivity improvement
• Major increase staff happiness and pride!
• Continuous improvement in place
19. High Performance Marketing
Conference 2012
Lessons Learned
• Change requires pain and momentum
• Big hairy audacious goals set the right scene
• Outsourcing is not about black or white
• Customer value can be found nearby