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Placing people at the heart of your successful multi-channel contact strategy

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Technology and channel choices are just customer service enablers. It's people who make the real difference when it comes to customer service and customer experience. Specialist outsourcer Echo Managed Services discusses why and uses case study examples of how people make the difference.

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Placing people at the heart of your successful multi-channel contact strategy

  1. 1. © Echo Managed Services Ltd 2014© Echo Managed Services Ltd 2014© Echo Managed Services Ltd 2014 Placing people at the heart of your successful multi-channel contact strategy
  2. 2. © Echo Managed Services Ltd 2014© Echo Managed Services Ltd 2014© Echo Managed Services Ltd 2014 As an industry we say… “We put customers at the very heart of our business.”
  3. 3. © Echo Managed Services Ltd 2014© Echo Managed Services Ltd 2014© Echo Managed Services Ltd 2014© Echo Managed Services Ltd 2014© Echo Managed Services Ltd 2014© Echo Managed Services Ltd 2014 Then employ all this technology to avoid talking to as many of them as possible
  4. 4. © Echo Managed Services Ltd 2014© Echo Managed Services Ltd 2014© Echo Managed Services Ltd 2014 Learning the lessons all over again • We treated call centres as an afterthought • We tried to find a cheaper way to do things • And of course we’re still chasing after the next big thing “Your call is very important to us…”
  5. 5. © Echo Managed Services Ltd 2014© Echo Managed Services Ltd 2014© Echo Managed Services Ltd 2014 But who really cares about all this technology? • Of course tech is important • But technology should just be the enabler • It’s not technology that wins customers over
  6. 6. © Echo Managed Services Ltd 2014© Echo Managed Services Ltd 2014© Echo Managed Services Ltd 2014 It’s people that make the difference • Technology doesn’t care about people • It’s people that care about people • For empathy and understanding you need a human touch • It’s your advisors that make the difference • The telephone is a great “queue jumper”
  7. 7. © Echo Managed Services Ltd 2014© Echo Managed Services Ltd 2014© Echo Managed Services Ltd 2014 Freeze & thaw of Christmas 2010 • Thousands of customers affected by no water and frozen pipes • We received more than the average number of annual calls in one day • Despite immense pressure, our staff went above and beyond to support customers UK WATER COMPANY CASE STUDY
  8. 8. © Echo Managed Services Ltd 2014© Echo Managed Services Ltd 2014© Echo Managed Services Ltd 2014 Repeating the same mistakes • ‘I’m sorry but the system won’t let me do that’ • ‘We can’t help, you need to contact the Accounts department’ • ‘Please wait, the system’s running slow today’
  9. 9. © Echo Managed Services Ltd 2014© Echo Managed Services Ltd 2014© Echo Managed Services Ltd 2014 Our customers know better • Customers now EXPECT exceptional customer service • Processes may hinder great service delivery • Once the technology is right, exceptional service is essential in achieving customer loyalty
  10. 10. © Echo Managed Services Ltd 2014© Echo Managed Services Ltd 2014© Echo Managed Services Ltd 2014 Putting people first
  11. 11. © Echo Managed Services Ltd 2014© Echo Managed Services Ltd 2014© Echo Managed Services Ltd 2014 HistoricRoyalPalaces The blood swept lands and seas of red, where angels fear to tread
  12. 12. © Echo Managed Services Ltd 2014© Echo Managed Services Ltd 2014© Echo Managed Services Ltd 2014 Developing a real customer understanding • We needed to be up and running with just a week’s notice • 15,000 orders in the first two weeks of the project • Call volumes peaking at around 6,500 contacts a day • Many customers looking to make dedications and remember those that had fought in wars • Our advisors needed to show empathy and sensitivity
  13. 13. © Echo Managed Services Ltd 2014© Echo Managed Services Ltd 2014© Echo Managed Services Ltd 2014 Partnering RAF Careers for over 10 years • We’ve always invested in our team of multi-channel advisors and the tools we need to help the RAF optimise its recruitment process • We get to know the candidates • We can identify whether applicants are actually ready for an available position – or whether they need to be logged for future actions • This level of close engagement needs smart advisors that care about the process
  14. 14. © Echo Managed Services Ltd 2014© Echo Managed Services Ltd 2014© Echo Managed Services Ltd 2014 Using the right channel for the right task • We think it’s important that the same group of advisors supports RAF candidates and prospects across all channels • Our advisors have built up an amazing level of knowledge and we need that expertise to be available regardless of the channel • We believe that it’s important to offer consistency as RAF candidates move through the various channels as they follow the recruitment process
  15. 15. © Echo Managed Services Ltd 2014© Echo Managed Services Ltd 2014© Echo Managed Services Ltd 2014 Continuous Improvement as a way of life • Successful multi-channel customer engagement is all about deploying the right channels for the right customers at the right time • Stay on top of current industry best practices
  16. 16. © Echo Managed Services Ltd 2014© Echo Managed Services Ltd 2014© Echo Managed Services Ltd 2014 Re-professionalising our contact centres • If the rest of the business doesn’t take the contact centre seriously then your chances of building true customer engagement will always be limited
  17. 17. © Echo Managed Services Ltd 2014© Echo Managed Services Ltd 2014© Echo Managed Services Ltd 2014 Re-professionalising our contact centres
  18. 18. © Echo Managed Services Ltd 2014© Echo Managed Services Ltd 2014© Echo Managed Services Ltd 2014 Customer Service comes full circle • Truly engaging with citizens means always having the right people and processes in place • People you can trust to treat customers in the way they deserve • And processes that don’t get in the way of what they want to achieve
  19. 19. © Echo Managed Services Ltd 2014© Echo Managed Services Ltd 2014© Echo Managed Services Ltd 2014 • Empower your contact teams to keep customers happy • Make it as easy as possible for your customers • Be smart about the channels that you’re using • Get your metrics right, and act on your feedback • And only then, start putting your technology to work… Five key steps that can help you evolve towards more effective service delivery
  20. 20. © Echo Managed Services Ltd 2014© Echo Managed Services Ltd 2014© Echo Managed Services Ltd 2014 Thank you. Any questions?

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