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inQuba: The Five Best Practices of Service Recovery

This is the slideware that was used during the live webinar hosted by inQuba in Australia, on the 20th November 2019. The recording is available here: https://youtu.be/3QuHtNoN2Rk The Five Best Practices of Service Recovery may surprise you Isn’t it enough to capture all customer feedback and assign issues to responsible people in the business? It’s a good start but it’s not enough to ensure a boost in customer loyalty, followed by improved customer retention and cross-sell. We’ll be unpacking the Best Practices of Service Recovery in this live webinar. Service Recovery and customer loyalty? Service failures are unfortunately an unavoidable part of your customers’ journeys, but they represent opportunities to rewrite experiences and also to boost loyalty. That’s right – service recovery, done correctly, will boost loyalty to higher levels than before the failure! This is why service recovery best practices are essential to your key metrics. The session addressed the following questions: The relationship between service recovery and customer loyalty The importance of service recovery within CX and Customer Journey Management The five best practices of service recovery How to anticipate tomorrow’s poor experiences How to do all of this at scale Speakers: MARGOT BIRBECK (Director, inQuba Australia) ANTONY ADELAAR (Head: Product Marketing, inQuba) For further information, please visit us here: https://www.inquba.com/ Mail us here: info@inquba.com CONNECT Facebook: https://www.facebook.com/inQubaCX/ Twitter: https://twitter.com/inQubaCX LinkedIn: https://www.linkedin.com/company/inquba/

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LIVE WEBINAR (AUSTRALIA)
The Five Best Practices of
Service Recovery
The Science of Service Recovery for
CX Professionals
Welcome to our Webinar!
The Five Best Practices of Service Recovery
The Science of Service Recovery for CX Professionals
MARGOT BIRBECK
Director, inQuba Australia
margot.birbeck@inquba.com
ANTONY ADELAAR
Head: Product Marketing, inQuba
antony.adelaar@inquba.com
inQuba: The Five Best Practices of Service Recovery
The
SERVICE
RECOVERY
PARADOX
A traveler's flight is cancelled and she’s informed by
automated text message. Before she’s able to make
an emotional call to the airline, a representative
contacts her…
THE SERVICE RECOVERY
PARADOX
THE SERVICE RECOVERY
PARADOX
SERVICE FAILURE
OFFERS AN
OPPORTUNITY TO
BOOST LOYALTY
Source: McCollough and Bharadwaj

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inQuba: The Five Best Practices of Service Recovery

  • 1. LIVE WEBINAR (AUSTRALIA) The Five Best Practices of Service Recovery The Science of Service Recovery for CX Professionals
  • 2. Welcome to our Webinar! The Five Best Practices of Service Recovery The Science of Service Recovery for CX Professionals MARGOT BIRBECK Director, inQuba Australia margot.birbeck@inquba.com ANTONY ADELAAR Head: Product Marketing, inQuba antony.adelaar@inquba.com
  • 5. A traveler's flight is cancelled and she’s informed by automated text message. Before she’s able to make an emotional call to the airline, a representative contacts her… THE SERVICE RECOVERY PARADOX
  • 6. THE SERVICE RECOVERY PARADOX SERVICE FAILURE OFFERS AN OPPORTUNITY TO BOOST LOYALTY Source: McCollough and Bharadwaj
  • 7. The Five Best Practices of SERVICE RECOVERY
  • 9. FINANCIAL SERVICES INSURANCE RETAIL TELECOMS & ICT HOSPITALITY & LIFESTYLE
  • 10. GAINING RECOGNITION Report: Listed amongst 18 CFM vendors that support VoC programmes through a broad capability set “inQuba offers a customer journey modeler, a GUI-based journey data modeler that captures customer journey data for each client…” Report:
  • 11. Gartner Market Guide for Voice-of-the- Customer Solutions [REPORT] November 2018 GAINING RECOGNITION
  • 12. The Five Best Practices of SERVICE RECOVERY
  • 13. CAPTURE EVERYTHING Customers provide feedback through a number of formal and informal channels EXPLORE CONTEXT Your customers’ context is important, whether it’s their preferences, past interactions or sentiment trend DRIVE RECOVERY You need a collaborative environment that ensures that responsibility is assigned, & resolution is encouraged BE HUMAN Customers in all scenarios require a human touch and need to be assured that they’ve been understood ENSURE EFFICIENCY Ensure recovery and customer satisfaction by ensuring case participants have tools that make it easier
  • 14. CAPTURE EVERYTHING Your customers are providing feedback all the time, through a number of formal & informal channels. It’s essential that you’re capturing & sharing the voice of every customer.. Organise and share Customer feedback, irrespective of the channel, needs to be organised and shared with defined audiences in real time, based upon rules Create cases systematically Business needs a systematic approach to creating cases for important customer feedback based upon content, channel or customer profile 1. Feedback Quantitative and qualitative feedback trigger and assign cases 2. Themes & sentiment Themes and sentiment emerging from text analytics 3. Engagements Responses to marketing engagements by customer cohorts
  • 15. CAPTURE EVERYTHING Your customers are providing feedback all the time, through a number of formal & informal channels. It’s essential that you’re capturing & sharing the voice of every customer… 4. Customer journeys Customer cohorts navigating certain touchpoint sequences should triggers rules for case creation 5. Third-party solutions Your call centre management and routing application, for example, should be able to serve as a case trigger Create cases systematically Business needs a systematic approach to creating cases for important customer feedback based upon content, channel or customer profile Create cases manually The business will continue to receive important non- digital customer feedback, and these phone calls, faxes or letters need to be captured and assigned
  • 16. EXPLORE CONTEXT Your customers’ context is important. Having received and elevated the importance of customer feedback, the appropriate team or consultant will now need to drive recovery. 1. A single view of every customer Customer details change continuously and need to be updated dynamically as new information is presented 3. Touchpoint activity Whether it’s your website, branch, app or call centre, your customer is touching your business all the time. This longitudinal view is important Context is King Every customer has a unique context, and this context needs to be fully understood by the business before the customer is engaged 2. Understand case history An interaction history needs to provide a historic view of all cases, as well as other interactions 4. Sentiment and themes Customers’ attitudinal information becomes available when their unstructured feedback is processed to reveal themes of importance and general sentiment
  • 17. EXPLORE CONTEXT Your customers’ context is important. Having received and elevated the importance of customer feedback, the appropriate team or consultant will now need to drive recovery. Need info? Reach out. Sometimes the business needs to reach with personal dialogue within the context of the existing case Document handling All documents and artefacts shared between the business and customer need to be easily accessible View anywhere The single view of every customer needs to be easily accessible anywhere within your platform
  • 18. DRIVE RECOVERY While many servicing issues can be relatively simple to resolve, the process and mechanisms also need to accommodate complex customer scenarios that require the involvement of multiple areas of the business. Own & share Two roles are important. Owners drive collaborative resolution of their cases by assignees. Assignees are responsible for doing the work within an SLA framework Escalate for resolution Every case assignee works within an SLA and escalation framework which encourages progress, resolution and visibility. Escalations should take place when SLAs are met Understand failure & recovery Business needs a view of service failures and recovery activity. Real-time analytics should be providing a view of the following: Root Cause Analysis – reasons for service failure Service failure hot spots – division, channel, product Recovery & escalation times – per service area Backlog management – servicing queue by area
  • 19. THE HUMAN TOUCH Customers need to be assured that they’ve been understood. The tools & approaches that a business chooses are important because they empower us to deliver empathy at scale. What does the human touch look like? Keep customers updated Silence creates anxiety. Customers need to be updated personally and also need systematic updates that display progress Leverage context Everything that the business has learned about the customer, their context, needs to be systematically used to personalise and informs all engagements Brand-powered engagements Large businesses with multiple sub-brands need to ensure that the voice of the applicable sub-brand is maintained for familiarity Gather feedback You’ve fixed something, but what now? Post-recovery feedback is an excellent opportunity to understand the customers’ experience of the process and any change in perception
  • 20. ENSURE EFFICIENCY Large enterprises deal with large volumes of issues and cases from all channels. In order to drive resolution & customer satisfaction, case participants need processes & productivity tools that make it easier Understand responsibilities Consultants need role-based dashboards that only display cases that they have a role in resolving, with quick filters to help them manage their time Tag & auto-fill Consultants should be saving time by auto-filling case content for recurring scenarios, and tagging cases for easy sorting and retrieval Business-specific fields Every business has metrics that are important to them and these need to be easily captured for each case and reported upon User-defined views Different responsibilities may require different filtered views which individual consultants should be able to create and access when needed, boosting efficiency
  • 22. LIVE WEBINAR The Five Best Practices of Service Recovery The Science of Service Recovery for CX Professionals

Editor's Notes

  1. HOUSEKEEPING complimentary papers – details shortly roadmap – presentation & demo, poll, Q&A at end slideware & recording – stick around
  2. REASON TO BELIEVE We’re everywhere
  3. And we’re awesome
  4. Increasingly, Journey Analytics has been taking centre stage within CX. And inQuba has been enjoying recognition in the space. More detail: FORRESTER Within the “Voice Of The Customer Vendor Landscape, Sept 2017” report. Listed amongst 18 CFM vendors that support VoC programmes through a broad capability set, sharing space with Clarabridge, Confirmit, MaritzCX, Medallia, ResponseTek GARTNER Within the “Market Guide for Customer Journey Analytics, Aug 2017” report Quote “inQuba offers a customer journey modeler, a GUI-based journey data modeler that captures customer journey data for each client…” AND WE’VE DEPLOYED OUR SOLUTIONS AT A NUMBER OF CUSTOMERS TO ACHIEVE GREAT RESULTS…..>>>>
  5. The flight cancellation triggered and assigned a case for every affected passenger and cases were assigned to teams based upon the passenger profile. This passenger was profiled as a business traveler, based upon historic activity. The consultant that was assigned the case looked at the single view of the passenger and noted her activity and profile. She usually flew in the afternoon or evening, presumably for a meeting the following day, and then flew back 24 hours later. According to her profile she attached a lot of value to efficiency and convenience, and her sentiment dropped when there were delays or a lack of communication. Based upon this context the consultant made personal contact with the traveler and offered her a flight on the same day, while they were only able to offer some people flights the following day. She wasn’t offered a discount on future travel because her travel was for business reasons, but she was offered the convenient airport shuttle. The consultant had an SLA period of a few hours based upon the traveler’s profile. While the consultant established contact with a personal call, they also sent confirmation to the traveler with a branded, personalized email message. A few days later the traveler received a survey asking for feedback about how the issue was handled by the consultant. Details of the resolution, including the customer’s feedback, were all made available in real time within the service recovery analytics.