Improved Customer Experience and Employee Engagement - Reduced Costs

1. Case Study:
The Challenge
Faced with the challenge of improving on what was
already an award-winning standard of customer service, The approach
Co-operative Financial Services (CFS) set out on a journey needed to support
to drive customer focus within its telephony contact centres. 3 strategic goals:
Having built a substantial body of insight through a tracking
study implemented 2 years earlier, CFS realised that 1. Maintain Service –
feedback at the adviser level was needed in order to get the CFS needed to maintain
necessary traction around customer satisfaction on the front industry leading levels
line. This would also enable them to transform their quality of customer satisfaction
assurance programme and move away from internally
and advocacy through a
focussed measures to one where the judgement of what
period of substantial busi-
constitutes great service was judged by their customers.
ness change, including
“The InsightNow approach provides us with a the merger with another
new means of measuring real time satisfaction business.
levels with customer interactions at advisor 2. Improve Efficiency –
level, in order to get greater focus on customer across the end-to-end
satisfaction and in particular call resolution processes through elimi-
and reduced levels of unnecessary contacts. nation of unnecessary
Early indications are positive - the CSAT scores contact and through
delivered by the pilot team, as measured by improved First Call
our traditional research measure, hit an all Resolution.
time high 2 months into the pilot and there is a 3. Engage Colleagues –
feel about the team that the Customer has just in the front office, via
become even more important now…” metrics that measure
individual performance,
Jon Bowen, Head of Customer Service,
and in support areas by
The Co-operative Financial Services
bringing the customer
voice to the table.

2. Insight Now Solution
and Implementation:
Insight Now Solution Implementation
(Survey 360) InsightNow’s Survey 360 was implemented
CFS selected InsightNow as their partner to in the early part of 2010. Real-time Dashboards
deliver Real Time Actionable Feedback were implemented with a customised view to
using our innovative and unique Survey 360 support each role. Feedback from Survey 360
technology. Survey 360 captures customer enabled best practice call handling and resolu-
feedback immediately after the call either via tion to be identified as well as opportunities
email, the internet, SMS/WAP mobile for improvement to supporting processes
phone technology or via an IVR. What’s more throughout the service delivery chain.
Survey 360 not only captures the voice of
your customer but also integrates this with
the views and perspectives of the individual “The Insight Now team shares
adviser and that of the Team Leader and/or our view that the most powerful
Quality Manager or Coach. application of customer feedback
occurs when the people deliver-
Real time dashboards and an on-line reporting
portal delivers this insight directly ing the service at the front line
to the right people within the organisation. engage with it to drive their own
The dashboards are user configurable, and performance. This common
can be structured to meet the needs of the understanding has formed the
different stakeholders, from Directors,
basis of a highly collaborative
through to Quality Managers, through to
and positive client relationship
Team Leaders and advisers. This enables the
on-going delivery of positive customer experi- focused on a clearly understood
ences and fulfilling employee experiences, set of objectives. The support has
whilst at the same time enabling CFS to been excellent throughout each
optimise the efficiency and effectiveness of their phase of the project and very
supporting business processes.
much the partnership model we
were looking for.”
Adrian Morley, Customer Advocacy
and Value Development Manager,
The Co-operative Financial Services

3. Results and Impact:
Front Line Colleagues Co-operative Financial services
• urvey 360 has enabled CFS to cascade in-
S • he improvement in FCR has delivered a 25%
T
dividual advisor service targets and measures reduction in the total number of repeat calls
which are included in each advisor’s personal worth £100k per month in agent capacity or
development plan and remuneration. £1.2 million per annum.
• his has enabled targeted and prioritised
T • he integration of survey results into the
T
coaching to take place around advisor service Quality Assurance Framework is underway.
delivery, as scored by the customer. This will drive continuous improvement in
satisfaction across the entire agent population
• he solution includes the gathering of feed-
T
and will place Customer Driven Quality at the
back from advisors about process improve-
heart of the organisation.
ment opportunities - driving engagement and
gaining insight from the people that know best. • he increased granularity of survey data
T
has enabled CFS to undertake new forms of
• ustomer verbatim responses are being used
C
analysis of customer satisfaction, such
to inform non-customer facing colleagues e.g.
as daily and weekly trends and analysis of
at internal conferences.
specific call drivers, giving management a bet-
ter handle on the drivers of satisfaction.
Customer
• epeat calls down 25% with a corresponding
R
For more information, visit
25% reduction in the proportion of dissatisfied
customers from Q4 2009 and Q2 2010. www.insightnow.co.uk
or call 0207 492 1895
• irst Call Resolution (FCR) has improved by
F
5% through advisor focus and coaching and
through ongoing analysis of repeat calls and Contact Marcio Rodrigues, email
subsequent process improvement. marcio.rodrigues@insightnow.co.uk
• here have also been improvements in
T
customer scores recorded for advisor knowl-
edge and clarity, as well as the customer’s
perception of being treated as a valued
customer and their likelihood to recommend
CFS to friends and family.