The future of customer care

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Customer centricity is not easy. Marketing tries to spread a brand message, customer service tries to fullfill the promises.
This presentation proposes a new approach for contact centers, with a focus on value creation instead of on cost cutting.

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The future of customer care

  1. The future of customer care Koen Delvaux @kodel
  2. 1. THE END OF MARKETING
  3. MARKETEERS ARE LIVING IN FEAR: THE OLD TACTICS NO LONGER WORK @kodel
  4. Marketing= why you need to buy our product Branding= this is who we are (cool, huh!) Marketing vs. branding @kodel
  5. Marketing doesn’t work anymore @kodel
  6. Branding still works! @kodel
  7. But don’t confuse the two @kodel
  8. Word of mouth is here to stay (with social media as amplifier) @kodel
  9. The end of marketing is a good thing: without the window dressing, we are forced to become a better company So, what’s the future of marketing? Customer care is the new marketing @kodel
  10. 2. THE END OF CUSTOMER CARE
  11. Technology is creation frictionless service service becomes irrelevant @kodel
  12. Disintermediation is around the corner. What will we sell tomorrow? @kodel
  13. We want to: decrease contact rate (lower cost) handle calls faster (lower cost) first time right (lower cost) but we are making ourselves irrelevant @kodel
  14. 3. REBIRTH OF YOUR BRAND
  15. Why do we have values? Who determines those values? Who owns our brand?
  16. People want to express who they are. Discover their identity and your brand is here to stay. @kodel
  17. Focus on retention, not acquisition The sustainable way to ‘viral’ (Flip the funnel, Joseph Jaffe) @kodel
  18. You need to make people part of your brand story. Every single day. @kodel
  19. What would Duco do? @kodel
  20. It starts with brand love by employees. @kodel
  21. 4. PUTTING YOUR BRAND IN ACTION
  22. brand message customer experience service interaction product experience @kodel
  23. How does your organization behave? How do your employees feel? What do you do to let your customers experience your brand? CUSTOMER CENTRICITY ABC: positive attitude bold communications continuity @kodel
  24. Some 20 minutes later the first employee – and I don’t remember his name – finds me and says : “Chris – yes he still remembered my name – I found a solution : a wireless hard drive (1 TB !) that you can connect via Bluetooth”. He showed the solution on his iPad and said “It costs 199 $ at Best Buy, the nearest is 2 miles from here, and it’s open until 10 pm, do you need a map or driving instructions ?” Apple employees go all the way Even if this means directing you to a competitor @kodel
  25. FROM PROBLEM SOLVING TO BRAND EXPERIENCE Contact centers need to be managed differently to create positive brand experiences. We need more autonomy and more proactive (outbound) contacts. @kodel
  26. from: agent focus to: customer focus handle time speed to answer contact rate transfer rate WOW! experience first time (100%) right net promoter score customer helps customer Use new key metrics to guide staff @kodel
  27. Lesson 1 STOP THE CALLCENTER Make smaller, self supporting teams Each team has it’s own customers Give them autonomy & customer KPIs @kodel
  28. 5. THE CUSTOMER FEEDBACK LOOP
  29. Marketing defines the brand Customer care defines the experience THEY BOTH NEED DATA TO DRIVE CHANGE @kodel
  30. content feedback listen change commu nicate @kodel
  31. content 1. marketing listens to customer interactions to detect topics feedback listen change commu nicate @kodel
  32. 2. content marketing is launched to create public conversation about these topics 1. marketing listens to customer interactions to detect topics content feedback listen change commu nicate @kodel
  33. 2. content marketing is launched to create public conversation about these topics 1. marketing listens to customer interactions to detect topics 3. feedback is given to customer care teams content feedback listen change commu nicate @kodel
  34. 2. content marketing is launched to create public conversation about these topics 1. marketing listens to customer interactions to detect topics 3. feedback is given to customer care teams content feedback listen change 4. customer care teams change their procedures commu nicate @kodel
  35. 2. content marketing is launched to create public conversation about these topics 1. marketing listens to customer interactions to detect topics 3. feedback is given to customer care teams content feedback listen change 4. customer care teams change their procedures commu nicate 5. marketing communicates the changes @kodel
  36. Lesson 2 CREATE A FEEDBACK LOOP Use data from customer interactions to drive changes to other touchpoints on the customer journey. This gives purpose to employee’s jobs. @kodel
  37. Example: New invoice design. Based on input by contact centers + cocreation with customers @kodel
  38. Zappos. Delivering Happiness @kodel
  39. 6. HOW TO GET STARTED
  40. The transparency of social media provides a good leveraging point to start the customer care revolution. Social media is the ideal catalyst to introduce change in large organizations. @kodel
  41. 5 STEPS TO IMPLEMENT CUSTOMER CENTRICITY 1 2 3 4 5 INTERNAL SOCIAL EXTERNAL SOCIAL VIRTUAL TEAM WEBCARE TEAM END CALLCENTER @kodel
  42. 1 INTERNAL SOCIAL MEIDA •  Create an account on Yammer or Sharepoint •  Post a daily blogpost/update on what you are doing: “changing the company towards customer centricity” @kodel
  43. 2 EXTERNAL SOCIAL MEDIA •  open a Twitter account and respond to customers •  monitor brand keywords and interact Execute pressure on the organization using social media (Chief Customer Officer) @kodel
  44. 3 VIRTUAL TEAM •  Start by creating a Facebook page •  Set up basic monitoring •  Let the team provide 1 post per day The key is to start a team of volunteers (meet during lunch hour) from different departments @kodel
  45. 4 WEBCARE TEAM •  Write down processes for consistency •  Organize dry runs to practice scenarios •  All tickets of this team are PRIO 1 Always handle the complete case in this team (no second line), also when using the phone @kodel
  46. 5 END CALLCENTER •  The webcare team becomes a blueprint for the rest of your customer care organization •  Each team of 10-12 people is responsible for a group of customers. •  Teams are self-steering and rewarded for positive NPS & creating ambassadors. Bring in non-callcenter managers, teamleads and staff. We can’t use the old mentality. @kodel
  47. 2 THINGS YOU NEED TO REMEMBER
  48. You only need to remember 2 things: Lesson 1 Stop the contact center Lesson 2 Create a feedback loop make small, self-supporting teams use real-time monitoring to guide your actions & change the company @kodel
  49. THANK YOU @kodel

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