Presenter: Danni Rush, Contact Centre Operations Manager, Mothercare Event: Transversal's Customer Experience Seminar Date: October 25 2013 Location: The Ritz Hotel, London.

1. Customer Experience:
Multichannel strategy and transforming performance
Danni Rush, Contact Centre Operations Manager, Mothercare
Customer experience seminar – Oct 2013

2. Mothercare PLC
‘’Our aim is to be the world’s leading mother
and baby specialist, making life easier for
families the world over with improved value,
choice, service and delivery’’
Customer experience seminar – Oct 2013

3. Our Challenges
25,000
20,000
15,000
10,000
5,000
0
ELC Total Contacts
This Year (11/12)
Last Year (10/11)
 How do we know what our customers want?
 How do we deliver service consistency across brands in a
multichannel business and in both in-house and outsourced
environments?
 How do we manage training to resource for a 1000%
contact increase in peak?
 How do we reduce contacts and cost?
Customer experience seminar – Oct 2013

4. What's the answer?
 We need more information from our customers first
hand – better reporting on why our customers are
contacting us
 Smarter Communication – we need to share
information over two sites, multiple stores and with our
customers
Our solution is self-service through a
three-pronged approach…
Customer experience seminar – Oct 2013

5. Self Help
Help - Ask A Question - in our help section on our customer facing
website – answers to 100’s of FAQ’s.
Ask Mothercare Call Centre–a web-enabled solution for our call
centre staff which shares the same knowledgebase as Ask A Question
but added more detailed information than was publicly available.
Ask Mothercare Store Facing – Self help for stores staff – we created
a tailored interface for in-store staff that enables them to access this
common knowledgebase, and therefore all the same
information, straight from the tills.
Customer experience seminar – Oct 2013

6. Customer Facing
Customer experience seminar – Oct 2013

7. The benefits
To the Customer:
 Empowered customers who self serve – being able to
get answers quickly and for free
To the business:
 A suite of reporting that is able to identify what our
customer are asking, what information we are lacking
and produce FAQ’s upfront – giving the customer the
information before they ask without having to contact
the customer care team
Reduced contact = reduced cost
.
Customer experience seminar – Oct 2013

8. Internal Tool – Contact Centre
Customer experience seminar – Oct 2013

9. The benefits
To the agent:




Easy access to consistent quality answers across the group
Opportunity to easily feedback and improve the information in the tool
Have their praise and recognition shared throughout out department
Keep up to date with all business news
To the business:
 Sharing of Best Practice – ‘The Best Agent’
 Reporting that enables us to understand what questions the agents are
searching for most and therefore what our customer are calling for
 Reduced staffing costs
• Reduced AHT and outbound calls
• Reduced training time for new starters - a saving of two weeks
• Less management resource needed in contact centre for floor walking
Customer experience seminar – Oct 2013

10. Internal Tool – Store Facing
Ability to search the
customer FAQ’s as well
as the Store facing
Customer experience seminar – Oct 2013

11. The benefits
To the store:
 Easy access to consistent quality answers across group
 Opportunity to easily feedback and improve the
information in the tool
 Keep up to date with all business news
To the business:
 Sharing of Best Practice – The Best Agent
 Consistent answers and information
 Reduced calls to the contact centre and Head office
with unnecessary queries = reduced overhead costs
Customer experience seminar – Oct 2013

12. Engagement
How do we make the tool the best it can be?…
Internal engagement
 Key business objective to improve Self Help
 Allow agents to be part of the journey and
improvements using their feedback
 Using the tool for to share information about
the people and not just the processes
 Share praise and recognition using Ask
Mothercare
Customer experience seminar – Oct 2013

13. Next steps & Our Future
• Expanding across new channels
• Social Media and Live Chat
• Going Global with our franchise partners
• Continuing to collaborate and engage with our
colleagues and our customers
Customer experience seminar – Oct 2013

14. The Message –
Collaboration and Engagement
“We passionately
believe we can only
be the best if every
single person makes
a contribution to
continually improve
our overall
standards”
Customer experience seminar – Oct 2013
One
Vision
Shared
Culture
Positive
Collaboration