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Customer Service - Current Challenges Challenges How do customers perceive and evaluate the quality of service delivery? Why discrepancies exist between the perceptions of customers and those of managers? What are managers’ perceptions about quality of service delivery? How can services improve customer service and achieve excellence? Customers’ and managers’ perceptions not integrated into a acceptable service delivery model? How to make a service delivery blueprint and standardise components? How to improve the quality of service delivery?
Delivery Channels : consistent across touch points
Policies & procedures : changed to support CSS goals
Operations : modified processes and procedures
Human Resources : organisational changes managed
Technology : required systems and data, in place
Communications: required information to communicate internally & externally, in place
CSS - Mechanics Customer Service Objectives Organisation’s vision Customer Service Goals Priorities of the clients– internal & external Industry norms and benchmarks Conduct competitive audit and analysis Customer Service Strategies Analysis of research results (market) Areas identified that require change Implementation Roadmap Prioritised recommendation for changes Outline timing and major deliverables
Feed back Customer service centric culture Identify organisation capacity / competency to meet customer needs Map customer services (touch points, moments of truth) Service benchmarks Understand customer profile & preferences Loyalty, preference, retention & referrals Policies & processes Operations Technology Human Resources Communication – Internal & external Products Customer Services Strategy / Roadmap
Key strategy components:
Post sale support
CSS – Priorities Accessibility Appropriate product terms Policies are flexible & reflect client needs Speed of Service Rapid renewals Shorter wait time Service is prompt Customer Treatment Staff pays personal attention to overall customer experience Preferential Programs Meeting expectations
Provide insights about what experiences most affect customers’ overall relationships with you
Identifies gaps where customer expectations are not met
CEM – Framework Measure Customer Expectations Customer Experience Mapping Blueprint Data Collection Analysis & Reporting Linkage Analysis How will you discover them? How will you use these expecta-tion?
Validate and refine the list of customer experience elements
Define customer needs for a loyal and profitable relation-ship
Review the underlying processes and flows that support the customer experience Redesign survey instrument Examine how customer experience influences key outcomes like satisfaction and loyalty Customer Experience Measure-ment linked to key business outcomes