Convergys In Customer Service (Pratik Negi)

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Convergys In Customer Service (Pratik Negi)

  1. 1. INTERNATIONAL INSTITUTE OF PLANNING AND MANAGEMENT AHMEDABAD End term project SUBMISSION ON Service Marketing Submitted To: Proff Himanshu Vaidya Submitted By: By Pratik K S Negi SS/09-11/ISBE/HR
  2. 2. Question- you have to select a sector from the service industry. Then select a topic (price, place, or any feature to help the marketing of that particular service sector? Solution The sector that I have chosen for the service marketing is – technical customer care support industry Company that I have chosen is – Convergys India services limited Service Sector in India Service Sector in India today accounts for more than half of India's GDP. According to data for the financial year 2006-2007, the share of services, industry, and agriculture in India's GDP is 55.1 per cent, 26.4 per cent, and 18.5 per cent respectively. The fact that the service sector now accounts for more than half the GDP marks a watershed in the evolution of the Indian economy and takes it closer to the fundamentals of a developed economy. Services or the "tertiary sector" of the economy covers a wide gamut of activities like trading, banking & finance, infotainment, real estate, transportation, security, management & technical consultancy among several others. The various sectors that combine together to constitute service industry in India are: Trade Hotels and Restaurants Railways Other Transport & Storage Communication (Post, Telecom) Banking Insurance Dwellings, Real Estate Business Services Public Administration; Defence Personal Services Community Services Other Services
  3. 3. What is customer service industry? Customer service is a series of activities designed to enhance the level of customer satisfaction – that is, the feeling that a product or service has met the customer expectation." Its importance varies by product, industry and customer; defective or broken merchandise can be exchanged, often only with a receipt and within a specified time frame. Retail stores will often have a desk or counter devoted to dealing with returns, exchanges and complaints, or will perform related functions at the point of sale. Customer service may be provided by a person (e.g., sales and service representative), or by automated means called self-service. Examples of self service are Internet sites. However, In the Internet era, a challenge has been to maintain and/or enhance the personal experience while making use of the efficiencies of online commerce. Writing in Fast Company, entrepreneur and customer systems innovator Micah Solomon has made the point that "Online customers are literally invisible to you (and you to them), so it's easy to shortchange them emotionally. But this lack of visual and tactile presence makes it even more crucial to create a sense of personal, human-to-human connection in the online arena." Customer service is normally an integral part of a company’s customer value proposition. In their book Rules to Break and Laws to Follow, Don Peppers and Martha Rogers, Ph.D. write that "customers have memories. They will remember you, whether you remember them or not." Further, "customer trust can be destroyed at once by a major service problem, or it can be undermined one day at a time, with a thousand small demonstrations of incompetence Rules of best customer service Good customer service is the lifeblood of any business. You can offer promotions and slash prices to bring in as many new customers as you want, but unless you can get some of those customers to come back, your business won’t be profitable for long. Good customer service is all about bringing customers back. And about sending them away happy – happy enough to pass positive feedback about your business along to others, who may then try the product or service you offer for themselves and in their turn become repeat customers. If you’re a good salesperson, you can sell anything to anyone once. But it will be your approach to customer service that determines whether or not you’ll ever be able to sell that person
  4. 4. anything else. The essence of good customer service is forming a relationship with customers – a relationship that that individual customer feels that he would like to pursue.How do you go about forming such a relationship? By remembering the one true secret of good customer service and acting accordingly; “You will be judged by what you do, not what you say.” 1) Answer your phone. Get call forwarding. Or an answering service. Hire staff if you need to. But make sure that someone is picking up the phone when someone calls your business. (Notice I say “someone”. People who call want to talk to a live person, not a “fake recorded robot”.) For more on answering the phone, see Phone Answering Tips to Win Business. 2) Don’t make promises unless you WILL keep them. Not plan to keep them. Will keep them. Reliability is one of the keys to any good relationship, and good customer service is no exception. If you say, “Your new bedroom furniture will be delivered on Tuesday”, make sure it is delivered on Tuesday. Otherwise, don’t say it. The same rule applies to client appointments, deadlines, etc.. Think before you give any promise – because nothing annoys customers more than a broken one. 3) Listen to your customers. Is there anything more exasperating than telling someone what you want or what your problem is and then discovering that that person hasn’t been paying attention and needs to have it explained again? From a customer’s point of view, I doubt it. Can the sales pitches and the product babble. Let your customer talk and show him that you are listening by making the appropriate responses, such as suggesting how to solve the problem. 4) Deal with complaints. No one likes hearing complaints, and many of us have developed a reflex shrug, saying, “You can’t please all the people all the time”. Maybe not, but if you give the complaint your attention, you may be able to please this one person this one time - and position your business to reap the benefits of good customer service. 5) Be helpful - even if there’s no immediate profit in it. The other day I popped into a local watch shop because I had lost the small piece that clips the pieces of my watch band together. When I explained the problem, the proprietor said that he thought he might have one lying around. He found it, attached it to my watch band – and charged me nothing! Where do you think I’ll go when I need a new watch band or even a new watch? And how many people do you think I’ve told this story to? 6) Train your staff (if you have any) to be ALWAYS helpful, courteous, and knowledgeable. Do it yourself or hire someone to train them. Talk to them about good customer service and what it is (and isn’t) regularly. Most importantly, give every member of your staff enough information and power to make those small customer-pleasing decisions, so he never has to say, “I don’t know, but so-and-so will be back at...” 7) Take the extra step. For instance, if someone walks into your store and asks you to help them find something, don’t just say, “It’s in Aisle 3.” Lead the customer to the item. Better yet, wait and see if he has questions about it, or further needs. Whatever the extra step may be, if you want to provide good customer
  5. 5. service, take it. They may not say so to you, but people notice when people make an extra effort and will tell other people. 8) Throw in something extra. Whether it’s a coupon for a future discount, additional information on how to use the product, or a genuine smile, people love to get more than they thought they were getting. And don’t think that a gesture has to be large to be effective. The local art framer that we use attaches a package of picture hangers to every picture he frames. A small thing, but so appreciated. If you apply these eight simple rules consistently, your business will become known for its good customer service. And the best part? The irony of good customer service is that over time it will bring in more new customers than promotions and price slashing ever did! About the company Convergys Corporation (CVG) is a corporation based in Cincinnati, Ohio that provides customer relationship services, outsourced human resources management, consulting and professional services, billing services, and multichannel self-care technology system to its clients. Most of its clients are companies in the telecommunications, financial services, technology, government, and employee care The company grew from Cincinnati Bell Information Systems and MATRIXX, both subsidiaries of Cincinnati Bell, and AT&T Solutions Customer Care (formerly AT&T American Transect), which was sold to Cincinnati Bell in 1998; an IPO in 1998 made it a fully independent company. Since then, Convergys' headquarters in Cincinnati, Ohio, has acquired numerous companies and expanded its business to employ nearly 75,000 employees who serve clients in more than 70 countries, speaking more than 35 languages, from 85 sites across North America, Europe, the Middle East, India and Asia (most notably in the India and the Philippines), the Pacific, and Latin America. Convergys provides Customer support to companies like General Motors and Comcast.
  6. 6. Customer Solutions BY CONVERGYS Customer Service: Consumer Support, Business-to-Business Support, Technical Support, Back Office, Customer Management Effectiveness Customer Acquisition: Direct Response, Sales and Order Support, Back Office, Customer Management Effectiveness Customer Retention: Loyalty and Churn Management, Back Office, Customer Management Effectiveness, Convergent Rating, Charging and Billing Technical support help desk : technical support for all operating systems, DSL , RDSL , dial up connection help lines, mergers with major giants from Us and Australia for the technical trouble shooting. Now coming to the point technical customer care support by Convergys What is technical support that Convergys India gives to customer from US and Australia DSL and non DSL technical help Remote access for computer issues Dslam issue and Mac support (addressing and loop support) Router and modem trouble shooting, email and outlook support Network (wired and wireless trouble shooting), VOIP troubleshooting Customer credit check and payments by customer DBS maintenance for the customers Service catered by the customer from the domicile company For the same many offshore giants in DSL, Dial-up and LAN network trouble shooting can be handled like Optus (Australia) -------- Thane center AT & T (USA) -------- Mumbai center
  7. 7. Will be discussing the factor why the technical support center has been chosen from Optus (Australia) Majorly the reasons why the offshore company with providing the business outsourced Price Factor Both factors majorly contributed for the technical service helpdesk Place Factor setup in the center Place features that help the Technical support industry in INDIA (example – Convergys)  Outsourcing to India is really cheap  Overhead expenditure and currency conversion is really cheap  The outsourcing is actually done to US (but the service is transported to India for the $ exchange is pretty less)  The wage determination and remuneration are quite less in the context to holding the service in there domicile country  The wages paid are really good as compared to the industry standards in India.  There is already a high tensile VOIP and data transmission line between Australia and India that makes the process cheap if outsourced to any other part of the world.  The whole working is centrally controlled from Delhi and all the support staff is based in Delhi and other centers work as dumb terminals  The terminals, peripherals and transport and other facilities are catered by 3rd party vendors Transport  Alpha transport  V-link transport  Sheth transport House keeping Sodexho Computer Wipro tech Canteen Private vendors Premises Leasing and licensing
  8. 8.  Other expenses are also curtailed to maximize the return  Plus at every level optimum training and development is used for the process to curtail maximum benefits from the process  People with maximum experience are taken to stop iteration that hits the industry hard and yield the training expenses to shoot up as new entrants require fresh training needs  Retention bonus and quarterly salary appraisal are an initiative to make sure that the employee doesn’t leave the organization  Long term perspective is considered for every employee so that the organization goes with building the old talent that is stagnant Place features that help the Technical support industry in INDIA (example – Convergys)  Competition is there from the Singapore belt but the voice quality  India has a geographical location that helps in the direct access to the VOIP lines and satellite access  Indians have the neutral voice accent that gives an upper edge to the customer help lines  Stress handling and difficult situation handling is asset to Indians when they work  Indians do personalize the issue for the cause that any problem is handled in a very polite manner and empathetically solutions are given.  Indian the underemployment is a various threat to the economy but the way it has proved to be a boon for giving the employment to the youth  Indians are technically sound  Indians have a tendency to grab things faster as multiple windows interface and many software applications have to be utilized for the troubleshooting.  Indian are very proactive in a approach to solve the queries. Conclusion Thus technical support customer service industry has come by and large as in comparative to the IT sector of the country as per the rules and guidelines the sector gives a large opportunity to the people who are by and large very good with their communication skills with a basic skills and traits that are required by the customer service executive. The CSI –(customer satisfaction index has to be taken care) for the same. Indian have been the pro customer service industry and major FDI investment have been made in the sector only. The industry norms and rules are very futile and fragile for the executive to work. The work timings though are not that good and though there personal life and social life is affected by the work environment. Thus we can say in the economy of development the day and night shift has become a mere formality and the sector is by and large contributing to the service industry and the call centers of help desk that are emerging in all the major hubs in india are majorly giving youth the ample amount of opportunity to work and earn there livelihood. Though the coin has two sides.but the fact is that service driven economy we have to cater the sector the call center. Though the industry has mass distribution in all the capitals round india but the fact is that it has given theladder to the people to work for a cause. At last would like to conclude on a note that technical support or customer care are basic needs of people those who are habitual to customer support. For the same India has to develop that strong base and have to lever the use of its talent that can give us the upper edge to be a market leader in customer service sector. Pratik K.S Negi ISBE (SS -09-11/ HR)

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