Roy Atkinson Customer Service Excellence

IN PURSUIT OF CUSTOMER SERVICE EXCELLENCE ROY ATKINSON – SENIOR WRITER / ANALYST BREW CITY HDI - OCTOBER 20, 2011

About HDI•Serves global community of 110,000• 55,000 HDI Certified• 60+ local chapters, including Brew City

Topics•Customer Service Excellence –what is it?• Is there a framework for it?• New media considerations

Customer Service Excellence• There is a framework!• Those same, fine folks who gave us ITIL®http://www.customerserviceexcellence.uk.com/

Customer Service Excellence Timeliness Insight and Quality CSE Delivery Organizational Culture Information and Access

Customer Insight Timeliness and Quality InsightDelivery CSE Organizational Culture Information and Access

Customer InsightWhat is a customer? • One who purchases good or services •“A person one has to deal with”

Customer Insight• How do you gain Customer Insight?• Try to see things the way customers do(“customer lens”)• Gather available information• Listen to them (OMG!)

Customer InsightWhat do you learn from Customer Insight?• What they need – so you can deliver it• What they expect – so you can exceed it

Customer Insight• Identify – who are your customers?• Key word: Engage• Learn• Review• Improve

Customer InsightWho are your real customers? • Internal o IT employees (think “OLA”) o Non-IT employees (think “SLA”) • External o Your company’s “public” o Your company’s “public’s public”

Customer Service Excellence Timeliness Insight and Quality CSE Delivery Organizational Culture Information and Access

Organizational CultureThe foundation of Service Excellence is a customer-focused organization It’s the culture, man.

Organizational Culture• Commitment to putting the customer at theheart of service delivery• Supported and sponsored by theorganization’s leaders• Policies and procedures support thecustomer

Organizational Culture “Everything speaks”• Be aware of customer perceptions• Each person, each thing that’s part of acustomer interaction sends a message*• What’s your message?* Everything is part of the customer interaction

Organizational Culture

Organizational Culture• Recruitment, training and development o Customer-focused• Staff attitudes and actions o Polite, friendly, understanding• Team performance o Recognition, reward o Linked to customer feedback

Organizational Culture“Roy’s Famous”Four Elements of Customer Service AttitudeListening – Hear what they sayEmpathy – Understand what they sayClarity – They understand youConsistency – They hear the same thingno matter who they talk to

Customer Service Excellence Timeliness and Insight Quality CSE Organizational Delivery Culture Information and Access

Information and Access• Information about services is available(Service Catalog)• Clear contact information• Up-front statement of any charges orrequirements• Use a variety of channels• Allow flexible responses and input

Information and AccessAccording to the 2011 HDI Support CenterPractices and Salary Report…More than half of support centers arenow using social media in the course ofproviding support.

Information and Access… but only a tiny percentage are actuallyusing social media as a channel.Somewhere between 3 and 6% are usingit to create tickets…Most use it only to “push” info out.

Information and Access• Allow customers as much access as you can• Consider having them contribute toknowledge and solutions as subject matterexperts

Delivery Timeliness Insight and Quality CSEDelivery Organizational Culture Information and Access

Delivery• Make agreements with your customersabout what they can expect (SLA)• Deliver according to targets that youhave set (metrics)• Develop and learn from best practicesidentified within and outside

Delivery• Say what you’ll do• Do what you say• Admit mistakes• Continually improve

Timeliness and QualityTimeliness and Quality Insight CSE Organizational Delivery Culture Information and Access

Timeliness and Quality•Handle dips in performance swiftly andopenly with your customers•Have a clear, easy-to-use feedback /complaint system• Monitor quality•Learn from your complaints – they giveyou more customer insight

Timeliness and Quality• Set measurable standards for responseacross access channels• Inform your customers about yourstandards – and meet or exceed them• Share what you learn across theorganization – cut down customer need tocontact you

Timeliness and Quality• You cannot measure and manageeverything – select the key info• Don’t gather data because you can –gather the data you should• Use the information you obtain to driveimprovement

Timeliness and QualityAct on customer feedback.

Customer Service Excellence• Define your “true customer” •Insight •Culture• Create a language of service Insight / Culture / Information and Access / Delivery / Timeliness and Quality• Simplify the customer experience • Learn, share, improve • Variety of channels

Customer Service ExcellenceExcellent service is rare because it takesreal commitment to make excellence“business as usual.” - Unleashing Excellence

Customer Service Excellence Timeliness Insight and Quality Delivery Organizational Culture Information and Access

Roy Atkinson Customer Service Excellence

by BrewCity HDI on Nov 01, 2011

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Roy Atkinson Customer Service Excellence — Presentation Transcript