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The Customer Roadmap, Customer
Experience and Customer Satisfaction-
Planning the Journey and Executing the Plan
Customers Have Choice


Customer Have Choice
The Taylor Reach Group

  • Call/Contact Center Consultancy,
  • Offices Toronto, New York, Atlanta, Sydney,
  • Contact C...
Colin Taylor
    • CEO Taylor Reach,
    • 36 years in call/contact center
      operations, design, sales and executive
 ...
9/28/2011
Definitions
   • Quality Monitoring/Listening –
     individual assessment of agent
     performance against a set of
    ...
Customer Experience Definitions
“The Experience of the customer when
  buying or servicing the product or
  service you ha...
Where Do We Deliver the Customer Experience?
 Where do we Provide this Experience?
Is the Customer Experience Important?
 Is Customer Experience Important?
But What Can CanDo About About
  But What We We Do It?          It?
What Experience are we Supporting?
The center does control:
   Service Level (ASA/GOS/Abandon)
   Forecast Volume
   Staff Scheduled




 9/28/2011
We Also Control
Speed of Access
Ease of Access
Customers’ Progress

  Marketing = Promise                                                   The
                         ...
Customer Experience Definitions
“The designed interaction between a
  customer and your organization”
9/28/2011
How Do we Measure the
Customer Experience?




9/28/2011
The State of Customer Experience Today




9/28/2011
Mission, Vision, Values
Watch words that convey expectations;
• World Class Customer Service (or similar),
• Access,
• Emp...
Brands




9/28/2011
Sample Brand Attributes
  Arrogant, Authentic, Best brand,
  Carefree, Cares about customers,
  Charming, Daring, Differen...
Perceptions
People make decisions on emotion,
 that are rationalize with intellect

  “I’ve Learned that people will forge...
Understanding the Dichotomy
Messages & Gaps
   Hypothetical Mission Statement

            “To deliver World Class Customer Service to our
           ...
Sample Brand Attributes
  Accessible, Arrogant, Authentic, Best
  brand, Carefree, Cares about customers,
  Charming, Dari...
Measuring the Gap
 Brand Attributes               Delivered- Aligned   Corrective action

 Accessible




 Cares about Cus...
Measuring the Gap
 Brand Attributes               Delivered- Aligned                                         Corrective ac...
Measuring the Gap
 Brand Attributes               Delivered- Aligned                                        Corrective act...
Policies, and Processes
   Don't be a barrier to your own customers
   Examine how your internal policies,
     procedures...
Designing the Customer Experience
Roadmap

    1. Know what the current experience is,
    2. Know how you are measuring t...
Customer Experience Design Process

  Understand      Discover   Conceptualize    Validate   Implement




               ...
Questions?




28/09/2011
Contact Details
    Colin Taylor, CEO
    The Taylor Reach Group, Inc.
    416-979-8692 ext 200
    Email: ctaylor@thetayl...
Customer Experience Roadmap and Call Center Alignment
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Customer Experience Roadmap and Call Center Alignment Slide 1 Customer Experience Roadmap and Call Center Alignment Slide 2 Customer Experience Roadmap and Call Center Alignment Slide 3 Customer Experience Roadmap and Call Center Alignment Slide 4 Customer Experience Roadmap and Call Center Alignment Slide 5 Customer Experience Roadmap and Call Center Alignment Slide 6 Customer Experience Roadmap and Call Center Alignment Slide 7 Customer Experience Roadmap and Call Center Alignment Slide 8 Customer Experience Roadmap and Call Center Alignment Slide 9 Customer Experience Roadmap and Call Center Alignment Slide 10 Customer Experience Roadmap and Call Center Alignment Slide 11 Customer Experience Roadmap and Call Center Alignment Slide 12 Customer Experience Roadmap and Call Center Alignment Slide 13 Customer Experience Roadmap and Call Center Alignment Slide 14 Customer Experience Roadmap and Call Center Alignment Slide 15 Customer Experience Roadmap and Call Center Alignment Slide 16 Customer Experience Roadmap and Call Center Alignment Slide 17 Customer Experience Roadmap and Call Center Alignment Slide 18 Customer Experience Roadmap and Call Center Alignment Slide 19 Customer Experience Roadmap and Call Center Alignment Slide 20 Customer Experience Roadmap and Call Center Alignment Slide 21 Customer Experience Roadmap and Call Center Alignment Slide 22 Customer Experience Roadmap and Call Center Alignment Slide 23 Customer Experience Roadmap and Call Center Alignment Slide 24 Customer Experience Roadmap and Call Center Alignment Slide 25 Customer Experience Roadmap and Call Center Alignment Slide 26 Customer Experience Roadmap and Call Center Alignment Slide 27 Customer Experience Roadmap and Call Center Alignment Slide 28 Customer Experience Roadmap and Call Center Alignment Slide 29 Customer Experience Roadmap and Call Center Alignment Slide 30 Customer Experience Roadmap and Call Center Alignment Slide 31 Customer Experience Roadmap and Call Center Alignment Slide 32 Customer Experience Roadmap and Call Center Alignment Slide 33 Customer Experience Roadmap and Call Center Alignment Slide 34
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Customer Experience Roadmap and Call Center Alignment

  1. 1. The Customer Roadmap, Customer Experience and Customer Satisfaction- Planning the Journey and Executing the Plan
  2. 2. Customers Have Choice Customer Have Choice
  3. 3. The Taylor Reach Group • Call/Contact Center Consultancy, • Offices Toronto, New York, Atlanta, Sydney, • Contact Center assessment, design, improvement and operational management, • 27+ awards for excellence in contact center operation, • 14,000+ agent desktops operating under TRG designed operational models globally, 28/09/2011
  4. 4. Colin Taylor • CEO Taylor Reach, • 36 years in call/contact center operations, design, sales and executive management, • More than 20 awards received on two continents, • Publisher of Customer Reach newsletter with 13,000 + subscribers • Manages Toronto Call Center Networking Group on LinkedIn 28/09/2011
  5. 5. 9/28/2011
  6. 6. Definitions • Quality Monitoring/Listening – individual assessment of agent performance against a set of criteria. • Internal Quality – the roll up or consolidation of Quality Monitoring • Customer Satisfaction – What the customer feels about their interaction • Customer Experience - ... 9/28/2011
  7. 7. Customer Experience Definitions “The Experience of the customer when buying or servicing the product or service you have sold them” “The designed interaction between a customer and your organization”
  8. 8. Where Do We Deliver the Customer Experience? Where do we Provide this Experience?
  9. 9. Is the Customer Experience Important? Is Customer Experience Important?
  10. 10. But What Can CanDo About About But What We We Do It? It?
  11. 11. What Experience are we Supporting?
  12. 12. The center does control: Service Level (ASA/GOS/Abandon) Forecast Volume Staff Scheduled 9/28/2011
  13. 13. We Also Control Speed of Access Ease of Access
  14. 14. Customers’ Progress Marketing = Promise The Customer Experience Product = Delivery A Customers’ Progress Marketing sets the customers expectation Management sets Policies and Procedures Management sets Service Levels etc. The call center is where these potentially apposing Points of View meet
  15. 15. Customer Experience Definitions “The designed interaction between a customer and your organization”
  16. 16. 9/28/2011
  17. 17. How Do we Measure the Customer Experience? 9/28/2011
  18. 18. The State of Customer Experience Today 9/28/2011
  19. 19. Mission, Vision, Values Watch words that convey expectations; • World Class Customer Service (or similar), • Access, • Empowered Employees, • Quality, • Returns for our Shareholders, • Satisfaction,
  20. 20. Brands 9/28/2011
  21. 21. Sample Brand Attributes Arrogant, Authentic, Best brand, Carefree, Cares about customers, Charming, Daring, Different, Down to earth, Energetic, Friendly, Fun, Gaining in popularity, Glamorous, Good value, Healthy, Helpful, High performance, Intelligent, Kind, Obliging, Original, Prestigious, Progressive, Restrained, Rugged, Simple, Straightforward, Stylish, Tough, Traditional, Trendy, Trustworthy, Unapproachable, Up-to-date, Upper class, Worth more,
  22. 22. Perceptions People make decisions on emotion, that are rationalize with intellect “I’ve Learned that people will forget what you said. People will forget what you did. But people will never forget how you made them feel” Maya Angelou
  23. 23. Understanding the Dichotomy
  24. 24. Messages & Gaps Hypothetical Mission Statement “To deliver World Class Customer Service to our Customers, by providing access to our products and services the way our customers want them, when they want them, while providing a positive, enjoyable and productive environment to our employees and delivering superior returns to our Shareholders” 9/28/2011
  25. 25. Sample Brand Attributes Accessible, Arrogant, Authentic, Best brand, Carefree, Cares about customers, Charming, Daring, Different, Down to earth, Energetic, Friendly, Fun, Gaining in popularity, Glamorous, Good value, Healthy, Helpful, High performance, Intelligent, Kind, Obliging, Original, Prestigious, Progressive, Restrained, Rugged, Simple, Straightforward, Stylish, Tough, Traditional, Trendy, Trustworthy, Unapproachable, Up-to-date, Upper class, Worth more, Youthful
  26. 26. Measuring the Gap Brand Attributes Delivered- Aligned Corrective action Accessible Cares about Customers Daring Different Energy Fun Glamorous Stylish Trendy Youthful World Class Customer Service Looks after Employees Profits for Shareholders 9/28/2011
  27. 27. Measuring the Gap Brand Attributes Delivered- Aligned Corrective action Accessible No- long wait times, IVR front end Cares about Customers Not apparent- understaffed, long wait times, unfriendly policies Daring Perhaps, but not in a good way. More ‘daring’ to deliver sub par service while claiming to be committed to superior service Different Experience is the same as phoning your cable or wireless provider Energy Not Evident Fun Not Evident Glamorous Not Evident Stylish Not Evident Trendy Not Evident Youthful Not Evident World Class Customer Service No- poor access, understaffed, undiferentiated Looks after Employees Center will have high occupancy and likely lots of unhappy customers- this does not describe Looking after employees. Profits for Shareholders Possibly well aligned – Poor service can (but doesn’t always) cost less. But the profit can be at the expense of brand erosion. 9/28/2011
  28. 28. Measuring the Gap Brand Attributes Delivered- Aligned Corrective action Accessible No- long wait times, IVR front end Improve Service level target and performance- Improve forecasting and scheduling, add more staff. Offer more channels (Inbound calls, emails, chats, SMS, Social Media, Mail etc.), 7 x 24 hour access Cares about Customers Not apparent- understaffed, long wait times, unfriendly Improve access, agent hiring. Training to reflect policies desired attributes Daring Perhaps, but not in a good way. More ‘daring’ to deliver Lose IVR, sub par service while claiming to be committed to superior service Different Experience is the same as phoning your cable or Lose IVR, Dedicate agent totake ownership to wireless provider resolve customers problem Energy Not Evident Agent profile, hiring and training Fun Not Evident Agent profile, hiring and training Glamorous Not Evident Messages from designers on IVR and hold messages Stylish Not Evident Messages from designers on IVR and hold messages Trendy Not Evident Youthful Not Evident Agent profile, hiring and training World Class Customer Service No- poor access, understaffed, undiferentiated Be Accessible, set and met superior service levels, set, measure CSAT- Offer customer to call back and speak to same agent. Looks after Employees Center will have high occupancy and likely lots of Measure you Employee Satisfaction, Employ metrics unhappy customers- this does not describe Looking that matter FCR, CSAT, Quality over AHT and ASA after employees. Profits for Shareholders Possibly well aligned – Poor service can (but doesn’t Better Customer satisfaction will increase long term always) cost less. But the profit can be at the expense value and returns of brand erosion. 9/28/2011
  29. 29. Policies, and Processes Don't be a barrier to your own customers Examine how your internal policies, procedures and processes and how they impact on the customer experience. Identify those that are not aligned with the desired customer experience. Review with management potential changes to the policies etc. To improve alignment. 9/28/2011
  30. 30. Designing the Customer Experience Roadmap 1. Know what the current experience is, 2. Know how you are measuring the experience, 3. Understand your policies, processes and any negative customer impacts, 4. Plan changes and tests, 5. Measure improvements/reductions as a result of tests, 6. Roll out positive changes and continue other tests, 9/28/2011
  31. 31. Customer Experience Design Process Understand Discover Conceptualize Validate Implement Iterate What What are Gap Experience Testing Creating the we Analysis. changes, training and do we want delivering What has to to deliver? measure collateral today change to customer create the reaction desired Experience
  32. 32. Questions? 28/09/2011
  33. 33. Contact Details Colin Taylor, CEO The Taylor Reach Group, Inc. 416-979-8692 ext 200 Email: ctaylor@thetaylorreachgroup.com Web Site: www.thetaylorreachgroup.com Blog: http://callcenterperspectives.blogspot.com/ Twitter: @colinsataylor LinkedIn: http://www.linkedin.com/in/colintaylor 28/09/2011
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