Presentation by Studio Winegum about how to improve your customer service

1. BECAUSE HAPPY CUSTOMERS STICK AROUND

2. HOW TO CREATE THE BEST
(ONLINE) CUSTOMER SERVICE?
PRODUCT x SERVICE

3. ONLINE INTENTION? SERVICE vs PURCHASE
Contacts
7%
Contacts
1%
Online Orders
13%
Online Orders
0%
Browse &
Leave
93%
Browse &
Leave
86%
Visitors
2.060.000
Visitors
830.000
Service &
Info Visitors
Potential
Buyers
Avg. Monthly Contact Vol.
Service &
Info Visitors
Potential
Buyers
71% of total website traffic is classified as Service visitors
Data by:

4. AGENDA
1. Introduction
2. Action plan
1. Current service?
2. Service strategy?!
3. Implement and stick!
3. Key take-outs

5. • High costs
• Low customer satisfaction
• Long queues on the phone
• Reaction time email 10 d.
• A scattered organisation
MOTIVATION
• (Service) Marketing Claim
• New (digital) savvy team
• Tel. & Email -> Whatsapp
• Introduction Chat & CMB
• Self service facilitated
REALISATION
• 50% reduction 1st line
• NPS from -20 to 85% CS
• Reaction time within 2 hrs
• Employee engagement
from 56% to 80%
RESULT
WOUTER DE VRIES
Case: the Paradox, lower costs and a higher customer satisfaction

6. WHAT ARE YOUR CUSTOMER INTERACTION
GOALS?
Better service,
Happier customers,
Increased (positive) customer engagement,
Decreased (negative) customer interactions!
SELF SERVICE CONTACT VOLUME
IN 1ST LINE
CUSTOMER
SATISFACTION

7. STEP 1
What does your
current service
look like?
How would you
like your service
to be?
STEP 2
Implement a
strategy that works
and sticks!
STEP 3
ACTION PLAN

8. STEP 1: WHAT DOES YOUR
CURRENT SERVICE LOOK LIKE?

9. SYMPTOMPS
Scattered organisation
Complex system
landscapes
Long waiting times
>60% Waste
Unprepared
customer contact
80% of customer contact via
telephone and email
2nd, 3rd and 4th
lines
High volumes of
returning contact
Low levels of
Self Service

10. SCAN CURRENT SITUATION
1st line channels
Content
Organisation Tooling Data
CUSTOMER SATISFACTION
Self Service
0 line channels
+ - + + -
+ -
+ - + -
+ -
+ -
-

11. STEP 2: HOW WOULD
YOU LIKE YOUR SERVICE
TO BE?

12. EX; PROVIDING THE BEST DIGITAL SERVICE,
WITH A HUMAN TOUCH
VIRTUAL ASSITANT
CUSTOMER
SATISFACTION
> 30 NPS
70% DIGITAL
CONTACT
SELF SERVICE
> 80%
DIGITAL CONTACT CHANNELS
PRODUCTS
NEW SERVICE JOURNEY

13. NEW SERVICE JOURNEY
Ask your question here…
Category A
Category B
Category C
Sub Category A
Sub Category B
Sub Category C
Question 1
Question 2
Question 3
SEARCH
FAQ 1 FAQ 2 FAQ 3
FREQUENTLY ASKED QUESTIONS
WHAT IS YOUR QUESTION ABOUT?
…
Need
help?

14. CURRENT VS. PREFERRED
CHANNEL DISTRIBUTION
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
JAN FEB MAR APR MEI JUN JUL AUG SEP OKT NOV DEC
Telefoon Email Whatsapp Social Chat
Service promise? Determine per channel! Make choices.

15. VIRTUAL ASSISTANT
9:30 9:30 9:30
Insomnia
bot3000
Friend
bot
Energybuddy ‘O’ ‘Insomnobot3000’ Virtual Friend ‘Replika’

16. STEP 3: IMPLEMENT A
STRATEGY THAT WORKS AND
STICKS!

17. Implement
Virtual Assistant
Organisation setup Content matrix
(AB) Testing
Customer
communication
Contact channel
distribution
Reporting
Develop
front end
Interaction designSystem landscapeKPIs & Goals
Measuring customer
satisfaction
BUILDING BLOCKS

18. CASE OXXIO: SERVICE PAGE
QA: 70%
FAQ: 30%
QA: 50%
FAQ: 50%
25% contact
escalation
10% contact
escalation

19. CASE ENGIE: SERVICE PAGE
Live contact
70% Telephone
20% Email
Smart channel distribution
(& New channels)
50% Tel., 20% Whatsapp,
20% Chat,
10% EM

20. 9:30 9:30
CASE YARDEN: VIRTUAL ASSISTANT
9:30 9:30
Only 10%
digital
service
VA Introduction
30% digital
service

21. RESULTS
Better service,
Happier customers,
Increased (positive) customer engagement,
Decreased (negative) customer interactions!
SELF SERVICE CONTACT VOLUME
IN 1ST LINE
CUSTOMER
SATISFACTION

22. REMEMBER
IT’S A MARATHON NOT A SPRINT.
AND YOU ARE IN THIS TOGETHER!
COLLABORATION = KEY
ANALYSE
& OPTIMISE
COMPILE A
MULTIDICIPLANARY
TEAM
DETERMINE GOALS
(& PRIORITIES)
SHARE LEARNINGS
RUN THE MARATHON
COMMUNICATE
& EDUCATE

23. QUESTIONS?
Wouter de Vries
Wouter@Studiowinegum.nl
06 12345678

24. GIVE US 100 DAYS OF YOUR TIME,
INVOLVEMENT AND ENERGY.
AND WE WILL MAKE YOUR
ORGANISATION 100% CUSTOMER
FRIENDLY. GARANTEED