Maintaining Your Brand
       Through Customer Service

    Connie Smith: President, SpotOn Enterprises
 Michelle Cappucio...
Today’s Agenda

• Human Factor as Companies’ Greatest
  Differentiator
• How Social Media Can Make or Break Brand
  Reputa...
Featured Presenter




 Michelle Cappucio
 Director of Operations
 Director of Operations
mcappucio@vipdesk.com
     904.2...
Who Are We?

•   Pioneer of home-based model
•   Recognized expertise for servicing complex, intuitive
    customer contac...
Featured Presenter


         Connie Smith
             President
conniesmith@spotonenterprises.com
          425.444.2972...
Brand Loyalty

                     Relationship Strength
                     R l ti hi St       th




Critical Episodes...
Perceived Alternatives   

Years to reach 50 Million users 
Years to reach 50 Million users
   • Radio… 38 years
   • TV… ...
Web Provides Explosion of Choice


                            • Service ratings

                            • Comparison...
Critical Episodes and 
                     Relationship Strength
                     Relationship Strength
•   Service
•...
Maintaining Your Brand Through 
                    Customer Service
                    Customer Service
“In order for us...
Maintaining Your Brand Through 
       Customer Service 
       Customer Service

                  The Starbucks Experien...
Employee Engagement

                                              Full engagement exists when 
                          ...
Employee Engagement Facts
• Four out of every five workers worldwide are not delivering their 
  full potential to help th...
Rewards of Engaged Employees 
                          g g     p y

• A study by the Gallup organization shows that
  A s...
Engaging Employees


Three Critical Needs that 
must be fulfilled
must be fulfilled
  – Physical
  – Mental
  – Emotional
...
The Customer Experience: 
                     Transaction vs. Interaction
                     Transaction vs Interaction...
Delivering the Customer Experience: 
                             10 Things Customers Want*
                             1...
Maintaining Brand Identity via
      Customer Service




       Confidential & Proprietary VIPdesk  Information   18
Brand Reinforcement Tactics

• Customized screening profiling
  and interviews



• Step into the Brand training



• Call...
Selective Recruiting Process
     Applicants Entering Recruiting Portal
                Pass Basic Qualifications: 24%


 ...
Recruiting Results

                                                                Experience with client
              •...
Provide Comprehensive Training Program



           Step into the                               Application              ...
Quality Program Overview

Performance Program
   •   All calls and emails are recorded
   •   Searchable via a proprietary...
Questions?




  Confidential & Proprietary VIPdesk  Information   24
Thank You for Attending!


                         Connie Smith
                              President
                 ...
Website: http://www.vipdesk.com


Twitter: http://www.twitter.com/vipdesk


Facebook: http://www.facebook.com/vipdesk


Li...
Upcoming SlideShare
Loading in...5
×

Maintaining Your Brand Through Customer Service 011210

1,073

Published on

Maintaining Your Brand Through Customer Service
Connie Smith, President, SpotOn Enterprises
Michelle Cappucio, Director of Operations, VIPdesk

Human Factor as Companies’ Greatest Differentiator
How Social Media Can Make or Break Brand Reputation
Three Components of Customer Loyalty
Top 10 Things Customers Want
Examples of How World Class Companies are Delivering Brand through Customer Service
Maintaining Brand Equity in a Virtual Contact Center

Published in: Business, Education
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
1,073
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
31
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Maintaining Your Brand Through Customer Service 011210

  1. 1. Maintaining Your Brand Through Customer Service Connie Smith: President, SpotOn Enterprises Michelle Cappucio, Director of Operations, VIPdesk January 12, 2010, 2-3 p.m., EST • Welcome to today’s Webinar! The presentation will start shortly. • In order to access audio for this Webinar, please call: Dial-in Number: 605-475-4875 passcode: 406291# d
  2. 2. Today’s Agenda • Human Factor as Companies’ Greatest Differentiator • How Social Media Can Make or Break Brand Reputation • Three Components of Customer Loyalty • Top 10 Things Customers Want • Examples of How World Class Companies are Delivering Brand through Customer Service • Maintaining Brand Equity in a Virtual Contact Center Confidential & Proprietary VIPdesk  Information 2
  3. 3. Featured Presenter Michelle Cappucio Director of Operations Director of Operations mcappucio@vipdesk.com 904.214.9195 Confidential & Proprietary VIPdesk  Information 3
  4. 4. Who Are We? • Pioneer of home-based model • Recognized expertise for servicing complex, intuitive customer contacts We Make Great Brands Even Better Confidential & Proprietary VIPdesk  Information 4
  5. 5. Featured Presenter Connie Smith President conniesmith@spotonenterprises.com 425.444.2972 ©SpotOn Enterprises 2010 – All Rights Reserved
  6. 6. Brand Loyalty Relationship Strength R l ti hi St th Critical Episodes Critical Episodes Perceived Alternatives Perceived Alternatives ©SpotOn Enterprises 2009 – All Rights Reserved
  7. 7. Perceived Alternatives    Years to reach 50 Million users  Years to reach 50 Million users • Radio… 38 years • TV… 14 years • Internet… 4 years • iPod… 3 years • Facebook… 100 Million in 9 months  • iPod application downloads… 1 billion  in 9 months   in 9 months ©SpotOn Enterprises 2009 – All Rights Reserved
  8. 8. Web Provides Explosion of Choice • Service ratings • Comparison shopping  online • Customer reviews ©SpotOn Enterprises 2009 – All Rights Reserved
  9. 9. Critical Episodes and  Relationship Strength Relationship Strength • Service • Product • Process • Policy • Technology • Customer education Front Line Employees are • Nature of your business the differentiators! ©SpotOn Enterprises 2009 – All Rights Reserved
  10. 10. Maintaining Your Brand Through  Customer Service Customer Service “In order for us to succeed as a  service company, we need to  create, maintain and grow a  culture where employees  lt h l want to play a part in  p providing great service. I’ve  gg been asked a number of times  what the company’s biggest  asset is, and my answer is  always the same… THE CULTURE” ‐Tony Hsieh, CEO, Zappos.com Tony Hsieh CEO Zappos com ©SpotOn Enterprises 2009 – All Rights Reserved
  11. 11. Maintaining Your Brand Through  Customer Service  Customer Service The Starbucks Experience • M k it Y Make it Your Own  O • Everything Matters • Surprise and Delight • Embrace Resistance • Leave Your Mark   ©SpotOn Enterprises 2009 – All Rights Reserved
  12. 12. Employee Engagement Full engagement exists when  every employee works at the  top of his or her game, going  the productive extra mile  The deep and broad  The deep and broad without thinking twice. without thinking twice connection that employees  have with a company, as well  p y, as their voluntary and  enthusiastic commitment to  its success. ©SpotOn Enterprises 2009 – All Rights Reserved
  13. 13. Employee Engagement Facts • Four out of every five workers worldwide are not delivering their  full potential to help their organizations succeed • 30% of workers are disenchanted while 41% of workers are  enrolled but not engaged g g • Companies with high employee engagement had a 19% increase  in income while companies with low levels saw operating income  drop more than 32%  drop more than 32% ‐ Closing the Engagement Gap by Julie Gebauer and Don Lowman   ©SpotOn Enterprises 2009 – All Rights Reserved
  14. 14. Rewards of Engaged Employees  g g p y • A study by the Gallup organization shows that A study by the Gallup organization shows that  companies that have satisfied and engaged  employees: – Are 50% more likely to have lower turnover – Achieve 27% greater profitability – Have 56% higher customer loyalty ©SpotOn Enterprises 2009 – All Rights Reserved
  15. 15. Engaging Employees Three Critical Needs that  must be fulfilled must be fulfilled – Physical – Mental – Emotional ©SpotOn Enterprises 2009 – All Rights Reserved
  16. 16. The Customer Experience:  Transaction vs. Interaction Transaction vs Interaction Transaction i Interaction i Provide greeting Welcome my customer Find out what they want Find out what they want Understand what my customer needs Understand what my customer needs Deal with their problem Show empathy and willingness to help Offer solution p yp g p Help them by providing best possible  solution Recap transaction  Make sure they understand  Provide closing Thank them for being a customer Wrap time Document customer interaction ©SpotOn Enterprises 2009 – All Rights Reserved
  17. 17. Delivering the Customer Experience:  10 Things Customers Want* 10 Things Customers Want* 1. “ “I want it my way” ” 6. “Make it easy for me to     2. “I want the same service  do business with you” regardless of channel regardless of channel” 7. “Surprise and delight  7 “S i d d li ht 3. “Know me” me” 4. “Communicate relevant  8.  Innovate and change 8 “Innovate and change” information” 9.  “Be reliable” 5. “Listen to me” 10. “Stand for something  g other then making  * *What a Customer Wants, 10 new rules for the customer experience by money” Darcy B D Bevelacqua & Mi h l Fit l Michele Fitzpatrick ti k ©SpotOn Enterprises 2009 – All Rights Reserved
  18. 18. Maintaining Brand Identity via Customer Service Confidential & Proprietary VIPdesk  Information 18
  19. 19. Brand Reinforcement Tactics • Customized screening profiling and interviews • Step into the Brand training • Call recording and quality assurance Without the right people, improving the customer experience is impossible. Confidential & Proprietary VIPdesk  Information 19
  20. 20. Selective Recruiting Process Applicants Entering Recruiting Portal Pass Basic Qualifications: 24% Pass Client Specific Qualifications: 59% Pass Hardware/Software Requirements: 73% Pass Resume and Phone S P R d Ph Screen: 83% Pass Credit/Criminal Check: 79% Complete Agreement p g and Tech Setup: 85% Complete/Pass Certification: 63% Go Live: 95% Confidential & Proprietary VIPdesk  Information 20
  21. 21. Recruiting Results Experience with client • Hospitality experience brand(s) Concierge‐ quality • Sales/ customer Hospitality and service service experience i i background Baseline • Service orientation Cross-sell and up-sell experience, if required 5+ years of direct customer service • Customized client 15+ years of work questions Skills  experience • Personality profiling Matching Technologically proficient • Situational role- plays Able to multi-task The Power of the People Personal Approach Customized Screening Personal interviews with all VIPdesk tailors screening candidates questions for each program Confidential & Proprietary VIPdesk  Information 21
  22. 22. Provide Comprehensive Training Program Step into the  Application  System  Brand Certification Certification Training Assist agents through every  Simulated  step Soft Launch Provide key contacts for  Calls/Emails assistance Ensure their systems are setup  Ensure their systems are setup properly prior to class start Provide assessments to ensure  readiness Confidential & Proprietary VIPdesk  Information 22
  23. 23. Quality Program Overview Performance Program • All calls and emails are recorded • Searchable via a proprietary reporting tool • Live calls monitored on a random basis • Remote access to live calls available Quality Grading Application • Continuously measures performance • Coaching sessions with Brand Ambassador Managers Brand Ambassador™ Bonus Program • Monetary incentives • Company-wide recognition Confidential & Proprietary VIPdesk  Information 23
  24. 24. Questions? Confidential & Proprietary VIPdesk  Information 24
  25. 25. Thank You for Attending! Connie Smith President conniesmith@spotonenterprises.com 425.444.2972 SpotOn’s Blog: http://spotonenterprises.wordpress.com Michelle Cappucio Michelle Cappucio Director of Operations mcappucio@vipdesk.com 904.214.9195 VIPdesk Webinar Series • January 26 @ 2p.m. ET: Improving Retail Customer Retention with Virtual  Customer Care • February 9 2010 @ 2p.m. ET: Building Brand Identity Through Social Media Register Online at  http://vipdesk.wufoo.com/forms/vipdesk‐retail‐webinar‐series/ Confidential & Proprietary VIPdesk  Information 25
  26. 26. Website: http://www.vipdesk.com Twitter: http://www.twitter.com/vipdesk Facebook: http://www.facebook.com/vipdesk LinkedIn: http://www.linkedin.com/companies/vipdesk YouTube: http://www.youtube.com/user/vipdesk Via RSS: http://twitter.com/statuses/user_timeline/23095083.rss Confidential- Proprietary VIPdesk Information 1
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×