Presented by:Presented to:
THE NOLAN COMPANY
5.3 Customer Engagement:
It’s Not About The Numbers
People, Process, and Tech...
2 LOMA Customer Service Conference: March 26 – 28, 2014
5.3 Customer Engagement: It’s Not About The Numbers
Agenda
• Intro...
3 LOMA Customer Service Conference: March 26 – 28, 2014
5.3 Customer Engagement: It’s Not About The Numbers
First my “Thin...
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5.3 Customer Engagement: It’s Not About The Numbers
Recently, I wa...
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5.3 Customer Engagement: It’s Not About The Numbers
It’s Not About...
6 LOMA Customer Service Conference: March 26 – 28, 2014
5.3 Customer Engagement: It’s Not About The Numbers
Our Industry f...
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5.3 Customer Engagement: It’s Not About The Numbers
In a world whe...
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5.3 Customer Engagement: It’s Not About The Numbers
13
24.7
16
24....
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5 Generations ...
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5.3 Customer Engagement: It’s Not About The Numbers
“… a modest i...
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5.3 Customer Engagement: It’s Not About The Numbers
Yet our focus...
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With Engageme...
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When you retu...
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5.3 Customer Engagement: It’s Not About The Numbers
As Disney’s D...
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5.3 Customer Engagement: It’s Not About The Numbers
And as Ask.co...
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5.3 Customer Engagement: It’s Not About The Numbers
So what exact...
17 LOMA Customer Service Conference: March 26 – 28, 2014
5.3 Customer Engagement: It’s Not About The Numbers
And what is n...
18 LOMA Customer Service Conference: March 26 – 28, 2014
5.3 Customer Engagement: It’s Not About The Numbers
Simply put, i...
19 LOMA Customer Service Conference: March 26 – 28, 2014
5.3 Customer Engagement: It’s Not About The Numbers
Game Mechanic...
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5.3 Customer Engagement: It’s Not About The Numbers
Game mechanic...
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5.3 Customer Engagement: It’s Not About The Numbers
It transition...
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5.3 Customer Engagement: It’s Not About The Numbers
Did you know ...
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5.3 Customer Engagement: It’s Not About The Numbers
Gamification ...
24 LOMA Customer Service Conference: March 26 – 28, 2014
5.3 Customer Engagement: It’s Not About The Numbers
Sell more win...
25 LOMA Customer Service Conference: March 26 – 28, 2014
5.3 Customer Engagement: It’s Not About The Numbers
Grown Green G...
26 LOMA Customer Service Conference: March 26 – 28, 2014
5.3 Customer Engagement: It’s Not About The Numbers
Brand recogni...
27 LOMA Customer Service Conference: March 26 – 28, 2014
5.3 Customer Engagement: It’s Not About The Numbers
Military simu...
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5.3 Customer Engagement: It’s Not About The Numbers
Sales gains u...
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5.3 Customer Engagement: It’s Not About The Numbers
And is expect...
30 LOMA Customer Service Conference: March 26 – 28, 2014
5.3 Customer Engagement: It’s Not About The Numbers
In fact we al...
31 LOMA Customer Service Conference: March 26 – 28, 2014
5.3 Customer Engagement: It’s Not About The Numbers
Across a grea...
32 LOMA Customer Service Conference: March 26 – 28, 2014
5.3 Customer Engagement: It’s Not About The Numbers
Health care u...
33 LOMA Customer Service Conference: March 26 – 28, 2014
5.3 Customer Engagement: It’s Not About The Numbers
Specific to i...
34 LOMA Customer Service Conference: March 26 – 28, 2014
5.3 Customer Engagement: It’s Not About The Numbers
More than I’l...
35 LOMA Customer Service Conference: March 26 – 28, 2014
5.3 Customer Engagement: It’s Not About The Numbers
Even the trad...
36 LOMA Customer Service Conference: March 26 – 28, 2014
5.3 Customer Engagement: It’s Not About The Numbers
Sample Leader...
37 LOMA Customer Service Conference: March 26 – 28, 2014
5.3 Customer Engagement: It’s Not About The Numbers
Leaderboard s...
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5.3 Customer Engagement: It’s Not About The Numbers
Go slow: Reco...
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5.3 Customer Engagement: It’s Not About The Numbers
Gamifying a f...
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5.3 Customer Engagement: It’s Not About The Numbers
Some good boo...
41 LOMA Customer Service Conference: March 26 – 28, 2014
5.3 Customer Engagement: It’s Not About The Numbers
Gamification ...
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5.3 Customer Engagement: It’s Not About The Numbers
Thank you for...
Steven M Callahan, CMC®, FFSI
Insurance Practice Director
Steve_Callahan@renolan.com
206-619-7740
www.linkedin.com/in/stev...
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201403 LOMA Customer Service Conference - Customer Engagement It's Not About The Numbers

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Presentation at the LOMA Customer Service Conference following the theme of customer engagement with reference to the gamifcation of call centers.

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201403 LOMA Customer Service Conference - Customer Engagement It's Not About The Numbers

  1. 1. Presented by:Presented to: THE NOLAN COMPANY 5.3 Customer Engagement: It’s Not About The Numbers People, Process, and Technology Steven M. Callahan, CMC, ChFC, CLU, FFSI, FLMI March 28, 2014 Insurance Practice Director 2014 LOMA Customer Service Conference Earning Customers For Life
  2. 2. 2 LOMA Customer Service Conference: March 26 – 28, 2014 5.3 Customer Engagement: It’s Not About The Numbers Agenda • Introduction • A personal story • Industry challenges • Call center tactics and counting (“the numbers”) • Reintroducing some critical points made by other speakers • What is gamification and what is it not • Facts and examples • Specific to insurance • Implementation thoughts • Sources of additional information and solution providers
  3. 3. 3 LOMA Customer Service Conference: March 26 – 28, 2014 5.3 Customer Engagement: It’s Not About The Numbers First my “Think Outside the Box” story I like to watch movies I also travel a great deal Notice any similarities? I’ve found myself enjoying fewer and fewer movies – it’s becoming like a bad dream.
  4. 4. 4 LOMA Customer Service Conference: March 26 – 28, 2014 5.3 Customer Engagement: It’s Not About The Numbers Recently, I was given a surprise “movie night” for my birthday My less than enthusiastic response was ignored Leather recliners, fancy appetizers, specialty drinks, seat side service. Much like how Las Vegas redefined itself – the theatre is changing the movie experience to fine dining. Engaging the customer by redefining the service.
  5. 5. 5 LOMA Customer Service Conference: March 26 – 28, 2014 5.3 Customer Engagement: It’s Not About The Numbers It’s Not About The Numbers: Session Goals • Continue to build on customer engagement as the key competitive differentiator. • Introduce gamification in the call centers and elsewhere in operations. Ø What is it and why do I care. Ø How can it be used in insurance operations. Ø How does it impact employees and customers. Ø What are some examples. Ø What are the first steps to exploring this as an option at my company. • Answer any questions and invite future contact for those who decide to try it.
  6. 6. 6 LOMA Customer Service Conference: March 26 – 28, 2014 5.3 Customer Engagement: It’s Not About The Numbers Our Industry faces challenging times 6 Investments Regulation Market Exits Technology Complexity Competition Life Insurance Ownership
  7. 7. 7 LOMA Customer Service Conference: March 26 – 28, 2014 5.3 Customer Engagement: It’s Not About The Numbers In a world where communications have come a long way Simple: Complex: Prior to Social Media, exposure to consumer dissatisfaction somewhat limited Phone Paper Service Delivery Resolution Phone Paper Claims Delivery Process Resolution Phone Paper Email Text IVR Internet Claims Delivery Process Self-Service Resolution Chat Video Transfer Vendors
  8. 8. 8 LOMA Customer Service Conference: March 26 – 28, 2014 5.3 Customer Engagement: It’s Not About The Numbers 13 24.7 16 24.9 21.5 0 10 20 30 Silents Boomers Generation X Millennials iGeneration With accelerating customer Complexity Generational Differences New Social Dynamics Ethnic Diversity The Digital Generations - powerful consumers
  9. 9. 9 LOMA Customer Service Conference: March 26 – 28, 2014 5.3 Customer Engagement: It’s Not About The Numbers 5 Generations of varying Communication and Technology needs 0 10 20 30 40 50 60 70 80 Millions GI Swing Boomer Gen X Millennials High TechLow Tech Increasing Customers Demands • Immediacy / 24x7 access • Transparency • Personal service relationships • Language • Driven within and outside the industry Impacting customer interactions as well as associate interactions…
  10. 10. 10 LOMA Customer Service Conference: March 26 – 28, 2014 5.3 Customer Engagement: It’s Not About The Numbers “… a modest increase in customer experience will increase customer loyalty and boost revenues by approximately $298 million for a $10 billion insurance provider.“ Forrester Research, February 17, 2010 “Nationwide Insurance found that a 1% increase in customer retention increased annual premiums by $1 million” Insurance Tech. - CRM in Global Insurance, Datamonitor, 2008. “Reducing customer attrition by 5-10% can increase annual profits by as much as 75%, according to a study by the Wharton School.“ Eight Strategies for First Rate Customer Service, Cisco Innovators, January 2008 And where today’s customer has an international megaphone Tens of thousands of positive service touchpoints a day, and yet one bad interaction… And suddenly your company is at the top of the tweets list telling thousands followed quickly by a Facebook “Unlike” Fan Page. Today’s Customer
  11. 11. 11 LOMA Customer Service Conference: March 26 – 28, 2014 5.3 Customer Engagement: It’s Not About The Numbers Yet our focus, as Eric noted, remains numbers and productivity
  12. 12. 12 LOMA Customer Service Conference: March 26 – 28, 2014 5.3 Customer Engagement: It’s Not About The Numbers With Engagement and “satisfaction” a desired result not key focus The numbers keep the focus on how many, how fast, how long, on schedule, watch for the buzzer, etc. But what about Disney’s David Mulvey’s “Big 3” measures? - Will they come back - Will they recommend you - Did they get value equal to cost?
  13. 13. 13 LOMA Customer Service Conference: March 26 – 28, 2014 5.3 Customer Engagement: It’s Not About The Numbers When you return, it is likely back to the enduring “Big Challenges” vScheduling against cyclicality vProductivity and blending vTraining and accurate, accessible documentation, old systems vMeasuring first call resolution vTurnover and recruiting vLegacy / disjoint technology By the way, the above list is from LOMA’s September Policyowner Service Conference and Call Center Workshop session I moderated. Do you have others?
  14. 14. 14 LOMA Customer Service Conference: March 26 – 28, 2014 5.3 Customer Engagement: It’s Not About The Numbers As Disney’s David Mulvey suggested, ask “Why do we care?” Low ratings on buyer experience (below Comcast too I wonder?) Low perception of innovativeness Poor comparative financial performance Declining agency force Underserved middle market Downward slope on policy sales
  15. 15. 15 LOMA Customer Service Conference: March 26 – 28, 2014 5.3 Customer Engagement: It’s Not About The Numbers And as Ask.com’s Eric McKirdy pointed out, we better care…
  16. 16. 16 LOMA Customer Service Conference: March 26 – 28, 2014 5.3 Customer Engagement: It’s Not About The Numbers So what exactly is gamification? Gamification is the use of game design techniques & mechanics to help train, solve problems, and engage audiences by encouraging players to behave in certain ways in order to gain or win in-game incentives leading to more difficult and useful challenges (quests). It takes jobs that are tedious, routine, or stressful and uses game mechanics to enhance parts of the job in a way that turns it into a form of “play” with intrinsic rewards and recognition. Another way of wording it is the integration of game dynamics into a company’s website, services, community presence, marketing content, or sales campaigns in order to drive up participation. Key elements of effective gamification include: • Achievements that are frequent based on intermediate goals • Cascading information that is obtained as new achievements or levels are reached • Collaboration within a team and department that rallies solving shared problems • “Epic meaning” , or having goals that matter • Optimism, the game is winnable with ongoing positive feedback in small doses A few of the big solutions providers: Playvox, Bunchball, and Verint
  17. 17. 17 LOMA Customer Service Conference: March 26 – 28, 2014 5.3 Customer Engagement: It’s Not About The Numbers And what is not gamification? Gamification is not considered to be: • a “game” • monkey business or wasting time at work • a fantasy land or strange role playing game with dragons and zombies • a virtual farm or a repetitive pirate game (aka Facebook) • veiled or manipulative or in any way misleading employees Instead, the use of game mechanics has been proven to:: ü Increase engagement ü Influence and even modify behavior ü Motivate participation ü Educate without appearing to do so
  18. 18. 18 LOMA Customer Service Conference: March 26 – 28, 2014 5.3 Customer Engagement: It’s Not About The Numbers Simply put, it is meant to change the service staff’s mindset: Turn this Into this Or turn Eric McKirdy’s this Into this
  19. 19. 19 LOMA Customer Service Conference: March 26 – 28, 2014 5.3 Customer Engagement: It’s Not About The Numbers Game Mechanics have a multitude of tactics that encourage play
  20. 20. 20 LOMA Customer Service Conference: March 26 – 28, 2014 5.3 Customer Engagement: It’s Not About The Numbers Game mechanics motivate customers or staff to build the business Each activity adds value for the business but also provides the “player” with points, leveling up, rewards, or discounts.
  21. 21. 21 LOMA Customer Service Conference: March 26 – 28, 2014 5.3 Customer Engagement: It’s Not About The Numbers It transitions “work” into a form of “play” that achieves goals Game Work Tasks repetitive, but fun repetitive and dull Feedback constantly once a year Goals clear contradictory, vague Path to Mastery clear unclear Rules clear, transparent unclear, in-transparent Information right amount at the right time too much and not enough Failure expected, encouraged, spectacular, brag about it forbidden, punished, don’t talk about it Status of Users transparent, timely hidden Promotion meritocracy kiss-up-o-cracy Collaboration yes yes Speed/Risk high low Autonomy high mid to low Narrative yes only if you are lucky Obstacles on purpose accidental
  22. 22. 22 LOMA Customer Service Conference: March 26 – 28, 2014 5.3 Customer Engagement: It’s Not About The Numbers Did you know that online games are not a “Gen-Y” phenomena? v Average age of gamers in years: 37 v % of gamers older than Fifty: 25 v % of youth playing computer & video games: 97 v % of female gamers: 42 v Social vs. Competitive Games: >3:1 v Avg. of hours/week played in World of Warcraft (WoW): 22 v # of articles in WoWWiki: ˜250,000 v Rank of WoWWiki compared to all Wikis: 2nd v Rank of Wikipedia: 1st
  23. 23. 23 LOMA Customer Service Conference: March 26 – 28, 2014 5.3 Customer Engagement: It’s Not About The Numbers Gamification applies across industries
  24. 24. 24 LOMA Customer Service Conference: March 26 – 28, 2014 5.3 Customer Engagement: It’s Not About The Numbers Sell more wings, broaden market awareness using gamification
  25. 25. 25 LOMA Customer Service Conference: March 26 – 28, 2014 5.3 Customer Engagement: It’s Not About The Numbers Grown Green Giant vegetables in your Farmville Farm
  26. 26. 26 LOMA Customer Service Conference: March 26 – 28, 2014 5.3 Customer Engagement: It’s Not About The Numbers Brand recognition and travel datapoints using gamification
  27. 27. 27 LOMA Customer Service Conference: March 26 – 28, 2014 5.3 Customer Engagement: It’s Not About The Numbers Military simulation games used to recruit into the Army
  28. 28. 28 LOMA Customer Service Conference: March 26 – 28, 2014 5.3 Customer Engagement: It’s Not About The Numbers Sales gains using gamification to internationalize a “hunt” game
  29. 29. 29 LOMA Customer Service Conference: March 26 – 28, 2014 5.3 Customer Engagement: It’s Not About The Numbers And is expected to grow at an accelerated rate • In mid 2013, Gartner predicted that by 2015, 40% of Global 1000 organizations will use gamification as the primary mechanism to transform business operations. • Gartner also predicts that by the end of 2014, 80% of all gamification efforts will fail to meet business objectives due to poor design.
  30. 30. 30 LOMA Customer Service Conference: March 26 – 28, 2014 5.3 Customer Engagement: It’s Not About The Numbers In fact we all already are involved Frequent Flyer Programs Intuit - TurboTax EVs & Hybrids – Prius, Nissan Leaf, Chevy Volt Shopping Rewards
  31. 31. 31 LOMA Customer Service Conference: March 26 – 28, 2014 5.3 Customer Engagement: It’s Not About The Numbers Across a great many parts of our life Ranking books and authors Status Medals and Recognition Software Training
  32. 32. 32 LOMA Customer Service Conference: March 26 – 28, 2014 5.3 Customer Engagement: It’s Not About The Numbers Health care uses gamification to help people improve their health
  33. 33. 33 LOMA Customer Service Conference: March 26 – 28, 2014 5.3 Customer Engagement: It’s Not About The Numbers Specific to insurance it can be applied across the enterprise
  34. 34. 34 LOMA Customer Service Conference: March 26 – 28, 2014 5.3 Customer Engagement: It’s Not About The Numbers More than I’ll read on gamifying key business activiites Customer education: • Educate customers on risk exposure management, safe driving measures and safe maintenance of vehicles, personal financial planning, smart investments, retirement planning and coverage selection. • This could be a serious game or a quiz hosted online, mobile or a social channel. • Upon completing the game, customers should be awarded badges. Customer feedback: • Insurers must develop innovative means of collecting feedback from customers through gamification. • Any meaningful feedback that customers share about carrier products or services can qualify for incentives. • A gamification approach might help to encourage customers to provide feedback compared with traditional feedback forums. Customer retention: • Retention of customers is among the critical goals for an insurer; gamification can create a sense of belongingness. • Nexercise18 aims to cement user activity levels like burning calories and reward them with points that can be redeemed on “healthy choice” deals. • Insurers can create similar initiatives that focus on reducing hazards that will help with retention. Employee collaboration: • Enhance collaboration and maximize business knowledge sharing. • Incentivized employees can go social. In the insurance context, an SME could assist a junior staff member on a complex transaction and earn the status of a top contributor in the carrier’s collaboration platform.
  35. 35. 35 LOMA Customer Service Conference: March 26 – 28, 2014 5.3 Customer Engagement: It’s Not About The Numbers Even the traditionally numbers oriented performance and process Performance management: • The goals and key performance indicators must be captured upfront and fed into the design of the platform. • A leaderboard dashboard can be seamlessly linked with activities that contribute to performance goals. • Other leaderboards can be used to help employees qualify for badges but not contribute to the actual KPIs. • Typically, leaderboards contain a visual dashboard that reflects the activities for the logged-in user. • The progress bars provide real-time feedback and influence behavior by indicating progress against goals. Process improvement: • Tools are deployed to track tasks and daily assignments to engage employees better than traditional task tracking systems. • A call center representative who attends to the first call resolution from customers can be motivated if he is allowed to track his SLA through a gamified platform. • Reps track performance relative to the other team members and also receive badges for completing tasks on schedule, receiving customer testimonials, accurately capturing all relevant information, or helping a fellow employee by answering queries. • This should drive productivity gains and encourage collaboration to share best practices across the call center team.
  36. 36. 36 LOMA Customer Service Conference: March 26 – 28, 2014 5.3 Customer Engagement: It’s Not About The Numbers Sample Leaderboard for Service Staff
  37. 37. 37 LOMA Customer Service Conference: March 26 – 28, 2014 5.3 Customer Engagement: It’s Not About The Numbers Leaderboard scoring criteria
  38. 38. 38 LOMA Customer Service Conference: March 26 – 28, 2014 5.3 Customer Engagement: It’s Not About The Numbers Go slow: Recommended Steps • Silent base lining Ø Measure the starting points for what you will be incenting Ø Skills, knowledge, productivity, quality, speed to resolution, collaboration, etc. • Assess your current staff Ø Tenure Ø Demographics Ø Training gaps • Benchmark service and expense levels Ø Transaction costs Ø Turnover and costs Ø Other demands on resources and funds • Evaluate competitive positioning needs Ø Market strength Ø Key competitors • Design gamification strategies Ø Physical versus virtual rewards Ø Performance & training targets Ø Collaboration / mentoring • Assess available Infrastructure & support
  39. 39. 39 LOMA Customer Service Conference: March 26 – 28, 2014 5.3 Customer Engagement: It’s Not About The Numbers Gamifying a function
  40. 40. 40 LOMA Customer Service Conference: March 26 – 28, 2014 5.3 Customer Engagement: It’s Not About The Numbers Some good books and interesting resources • Bunchball • Gamify.it • Lithium • Shufflebrain • SCVNGR A list of 90+ gamification case studies with ROI: http://www.yukaichou.com/gamification-examples/gamification-stats-figures/#.UzVJW01OXV0
  41. 41. 41 LOMA Customer Service Conference: March 26 – 28, 2014 5.3 Customer Engagement: It’s Not About The Numbers Gamification platforms
  42. 42. 42 LOMA Customer Service Conference: March 26 – 28, 2014 5.3 Customer Engagement: It’s Not About The Numbers Thank you for your time. If anyone decides to investigate gamification, please let me know as I would love to learn how it works for you and would be delighted to provide assistance. Have safe travels home and don’t forget to fill out the assessment form.
  43. 43. Steven M Callahan, CMC®, FFSI Insurance Practice Director Steve_Callahan@renolan.com 206-619-7740 www.linkedin.com/in/stevencallahan @stevenmcallahan www.renolan.com

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