The future of customer care

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Customer centricity is not easy. Marketing tries to spread a brand message, customer service tries to fullfill the promises. …

Customer centricity is not easy. Marketing tries to spread a brand message, customer service tries to fullfill the promises.
This presentation proposes a new approach for contact centers, with a focus on value creation instead of on cost cutting.

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  • 1. The future of customer care Koen Delvaux @kodel
  • 2. 1. THE END OF MARKETING
  • 3. MARKETEERS ARE LIVING IN FEAR: THE OLD TACTICS NO LONGER WORK @kodel
  • 4. Marketing= why you need to buy our product Branding= this is who we are (cool, huh!) Marketing vs. branding @kodel
  • 5. Marketing doesn’t work anymore @kodel
  • 6. Branding still works! @kodel
  • 7. But don’t confuse the two @kodel
  • 8. Word of mouth is here to stay (with social media as amplifier) @kodel
  • 9. The end of marketing is a good thing: without the window dressing, we are forced to become a better company So, what’s the future of marketing? Customer care is the new marketing @kodel
  • 10. 2. THE END OF CUSTOMER CARE
  • 11. Technology is creation frictionless service service becomes irrelevant @kodel
  • 12. Disintermediation is around the corner. What will we sell tomorrow? @kodel
  • 13. We want to: decrease contact rate (lower cost) handle calls faster (lower cost) first time right (lower cost) but we are making ourselves irrelevant @kodel
  • 14. 3. REBIRTH OF YOUR BRAND
  • 15. Why do we have values? Who determines those values? Who owns our brand?
  • 16. People want to express who they are. Discover their identity and your brand is here to stay. @kodel
  • 17. Focus on retention, not acquisition The sustainable way to ‘viral’ (Flip the funnel, Joseph Jaffe) @kodel
  • 18. You need to make people part of your brand story. Every single day. @kodel
  • 19. What would Duco do? @kodel
  • 20. It starts with brand love by employees. @kodel
  • 21. 4. PUTTING YOUR BRAND IN ACTION
  • 22. brand message customer experience service interaction product experience @kodel
  • 23. How does your organization behave? How do your employees feel? What do you do to let your customers experience your brand? CUSTOMER CENTRICITY ABC: positive attitude bold communications continuity @kodel
  • 24. Some 20 minutes later the first employee – and I don’t remember his name – finds me and says : “Chris – yes he still remembered my name – I found a solution : a wireless hard drive (1 TB !) that you can connect via Bluetooth”. He showed the solution on his iPad and said “It costs 199 $ at Best Buy, the nearest is 2 miles from here, and it’s open until 10 pm, do you need a map or driving instructions ?” Apple employees go all the way Even if this means directing you to a competitor @kodel
  • 25. FROM PROBLEM SOLVING TO BRAND EXPERIENCE Contact centers need to be managed differently to create positive brand experiences. We need more autonomy and more proactive (outbound) contacts. @kodel
  • 26. from: agent focus to: customer focus handle time speed to answer contact rate transfer rate WOW! experience first time (100%) right net promoter score customer helps customer Use new key metrics to guide staff @kodel
  • 27. Lesson 1 STOP THE CALLCENTER Make smaller, self supporting teams Each team has it’s own customers Give them autonomy & customer KPIs @kodel
  • 28. 5. THE CUSTOMER FEEDBACK LOOP
  • 29. Marketing defines the brand Customer care defines the experience THEY BOTH NEED DATA TO DRIVE CHANGE @kodel
  • 30. content feedback listen change commu nicate @kodel
  • 31. content 1. marketing listens to customer interactions to detect topics feedback listen change commu nicate @kodel
  • 32. 2. content marketing is launched to create public conversation about these topics 1. marketing listens to customer interactions to detect topics content feedback listen change commu nicate @kodel
  • 33. 2. content marketing is launched to create public conversation about these topics 1. marketing listens to customer interactions to detect topics 3. feedback is given to customer care teams content feedback listen change commu nicate @kodel
  • 34. 2. content marketing is launched to create public conversation about these topics 1. marketing listens to customer interactions to detect topics 3. feedback is given to customer care teams content feedback listen change 4. customer care teams change their procedures commu nicate @kodel
  • 35. 2. content marketing is launched to create public conversation about these topics 1. marketing listens to customer interactions to detect topics 3. feedback is given to customer care teams content feedback listen change 4. customer care teams change their procedures commu nicate 5. marketing communicates the changes @kodel
  • 36. Lesson 2 CREATE A FEEDBACK LOOP Use data from customer interactions to drive changes to other touchpoints on the customer journey. This gives purpose to employee’s jobs. @kodel
  • 37. Example: New invoice design. Based on input by contact centers + cocreation with customers @kodel
  • 38. Zappos. Delivering Happiness @kodel
  • 39. 6. HOW TO GET STARTED
  • 40. The transparency of social media provides a good leveraging point to start the customer care revolution. Social media is the ideal catalyst to introduce change in large organizations. @kodel
  • 41. 5 STEPS TO IMPLEMENT CUSTOMER CENTRICITY 1 2 3 4 5 INTERNAL SOCIAL EXTERNAL SOCIAL VIRTUAL TEAM WEBCARE TEAM END CALLCENTER @kodel
  • 42. 1 INTERNAL SOCIAL MEIDA •  Create an account on Yammer or Sharepoint •  Post a daily blogpost/update on what you are doing: “changing the company towards customer centricity” @kodel
  • 43. 2 EXTERNAL SOCIAL MEDIA •  open a Twitter account and respond to customers •  monitor brand keywords and interact Execute pressure on the organization using social media (Chief Customer Officer) @kodel
  • 44. 3 VIRTUAL TEAM •  Start by creating a Facebook page •  Set up basic monitoring •  Let the team provide 1 post per day The key is to start a team of volunteers (meet during lunch hour) from different departments @kodel
  • 45. 4 WEBCARE TEAM •  Write down processes for consistency •  Organize dry runs to practice scenarios •  All tickets of this team are PRIO 1 Always handle the complete case in this team (no second line), also when using the phone @kodel
  • 46. 5 END CALLCENTER •  The webcare team becomes a blueprint for the rest of your customer care organization •  Each team of 10-12 people is responsible for a group of customers. •  Teams are self-steering and rewarded for positive NPS & creating ambassadors. Bring in non-callcenter managers, teamleads and staff. We can’t use the old mentality. @kodel
  • 47. 2 THINGS YOU NEED TO REMEMBER
  • 48. You only need to remember 2 things: Lesson 1 Stop the contact center Lesson 2 Create a feedback loop make small, self-supporting teams use real-time monitoring to guide your actions & change the company @kodel
  • 49. THANK YOU @kodel