Let the service revolution beginPresentation Transcript
Let the Service Revolution Begin! Presented by Linda Gomes – April 2010
‘ A Drastic or far reaching change in ways of thinking or behaving’
Definition of Revolution
Not being recognised as a valuable customer
Ineffective call centres
Top 3 reasons why customers defect?
Some Sobering Facts
95 % of dissatisfied customers will never complain and
90 % of those originally dissatisfied customers will never return.
The Cost of Poor Service Source: 2006 Maritz Poll In words 43% of customers leave an organization because of a negative service experience, and of those, 77% attribute that experience to employee attitude or behaviour – In short BAD SERVICE . In Figures AT&T annual turnover (09) - $30.6 billion 43% = $13.16 billion 77% = $10.13 billion – Lost revenue due to bad service Graphically 77%
The Cost of Poor Service NEW CUSTOMERS EXISTING CUSTOMERS
Service centres viewed as cost centres by business
Lack of training / people development
Drive to decrease talk times
Environments driven by extreme discipline
Employee morale and attitude
Factors driving Poor Service Delivery
Quantitative metrics alone cannot be used to gauge service delivery and customer experience and perception
Are quantitative measures accurately depicting current service realities?
Voice of the customer (VOC) is a term used in business and Information Technology to describe the in-depth process of capturing a customer's expectations, preferences and aversions.
Enter Voice of the Customer!!!
To be heard
To feel valued
For their basic service needs to be met
The right to products / service delivery based on fair exchange of money
Product / service based on sales / marketing pitch
So what do our Customers want?
We service customers based on historical data or based on what we think they want
We service customers based on ongoing, real time feedback.
Service delivery aims to meet expectations and create positive service perceptions
How can we achieve this?
First Call Resolution
Customer Satisfaction Index
Critical Customer Experience Metrics
Feedback needs to be obtained while interaction is fresh in customers mind
Feedback must be event specific
Feedback must be driven by the organisation
Once off annual surveys are old fashioned and no longer fit for purpose!
Best Practice Guidelines
Data analysis essential for driving continuous improvements
Change management and employee buy-in essential
VOC needs to be applied consistently across all business areas and divisions
Best Practice Guidelines Cont…
Drives and supports key strategic outputs
Creates a culture of pro-activity
Alignment of internal and external quality assurance
Feedback can be used for training and performance management – coaching is targeted and specific
Drives escalation management and resolution - reduces usage of channels like Hellopeter.com
Benefits of VOC
Drives increased customer retention
Increases employee retention
Benefits of VOC continued…
Outsourcers would be able to compete based on actual customer service delivery and satisfaction levels – it would become the differentiator when there is no room left to cut on pricing
Better performing outsource environments create more opportunity and interest in SA as an outsource destination of choice
Service delivery customised based on international customer service expectations
The Service Differentiator
Customers will start choosing to do business with companies who take their feedback seriously and provide excellent service
” You’ll never have a product or price advantage again. They can be easily duplicated, but a strong customer service culture can’t be copied.” - Jerry Fritz