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Roy Atkinson Customer Service Excellence
This document outlines a framework for achieving customer service excellence. It discusses five key elements: customer insight, organizational culture, information and access, delivery, and timeliness and quality. Customer insight involves understanding customers' needs and expectations by actively listening and gathering feedback. Organizational culture requires company-wide commitment to putting customers first. Information and access means providing services information through multiple channels and being flexible. Delivery is about meeting commitments and continuously improving practices. Timeliness and quality focuses on handling issues promptly and using feedback to enhance performance. The framework emphasizes defining customers, creating a shared service language, and simplifying experiences.
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Roy Atkinson Customer Service Excellence
- 1. IN PURSUIT OFCUSTOMER SERVICE EXCELLENCE ROY ATKINSON – SENIOR WRITER / ANALYST BREW CITY HDI - OCTOBER 20, 2011
- 2. About HDI •Serves globalcommunity of 110,000 • 55,000 HDI Certified • 60+ local chapters, including Brew City
- 3. Topics •Customer Service Excellence– what is it? • Is there a framework for it? • New media considerations
- 4. Customer Service Excellence •There is a framework! • Those same, fine folks who gave us ITIL® http://www.customerserviceexcellence.uk.com/
- 5. Customer Service Excellence Timeliness Insight and Quality CSE Delivery Organizational Culture Information and Access
- 6. Customer Insight Timeliness and Quality Insight Delivery CSE Organizational Culture Information and Access
- 7. Customer Insight What isa customer? • One who purchases good or services •“A person one has to deal with”
- 8. Customer Insight • Howdo you gain Customer Insight? • Try to see things the way customers do (“customer lens”) • Gather available information • Listen to them (OMG!)
- 9. Customer Insight What doyou learn from Customer Insight? • What they need – so you can deliver it • What they expect – so you can exceed it
- 10. Customer Insight • Identify– who are your customers? • Key word: Engage • Learn • Review • Improve
- 11. Customer Insight Who areyour real customers? • Internal o IT employees (think “OLA”) o Non-IT employees (think “SLA”) • External o Your company’s “public” o Your company’s “public’s public”
- 12. Customer Service Excellence Timeliness Insight and Quality CSE Delivery Organizational Culture Information and Access
- 13. Organizational Culture The foundationof Service Excellence is a customer-focused organization It’s the culture, man.
- 14. Organizational Culture • Commitmentto putting the customer at the heart of service delivery • Supported and sponsored by the organization’s leaders • Policies and procedures support the customer
- 15. Organizational Culture “Everythingspeaks” • Be aware of customer perceptions • Each person, each thing that’s part of a customer interaction sends a message* • What’s your message? * Everything is part of the customer interaction
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- 17. Organizational Culture • Recruitment,training and development o Customer-focused • Staff attitudes and actions o Polite, friendly, understanding • Team performance o Recognition, reward o Linked to customer feedback
- 18. Organizational Culture “Roy’s Famous” FourElements of Customer Service Attitude Listening – Hear what they say Empathy – Understand what they say Clarity – They understand you Consistency – They hear the same thing no matter who they talk to
- 19. Customer Service Excellence Timeliness and Insight Quality CSE Organizational Delivery Culture Information and Access
- 20. Information and Access •Information about services is available (Service Catalog) • Clear contact information • Up-front statement of any charges or requirements • Use a variety of channels • Allow flexible responses and input
- 21. Information and Access Accordingto the 2011 HDI Support Center Practices and Salary Report… More than half of support centers are now using social media in the course of providing support.
- 22. Information and Access …but only a tiny percentage are actually using social media as a channel. Somewhere between 3 and 6% are using it to create tickets… Most use it only to “push” info out.
- 23. Information and Access •Allow customers as much access as you can • Consider having them contribute to knowledge and solutions as subject matter experts
- 24. Delivery Timeliness Insight and Quality CSE Delivery Organizational Culture Information and Access
- 25. Delivery • Make agreementswith your customers about what they can expect (SLA) • Deliver according to targets that you have set (metrics) • Develop and learn from best practices identified within and outside
- 26. Delivery • Say whatyou’ll do • Do what you say • Admit mistakes • Continually improve
- 27. Timeliness and Quality Timelinessand Quality Insight CSE Organizational Delivery Culture Information and Access
- 28. Timeliness and Quality •Handledips in performance swiftly and openly with your customers •Have a clear, easy-to-use feedback / complaint system • Monitor quality •Learn from your complaints – they give you more customer insight
- 29. Timeliness and Quality •Set measurable standards for response across access channels • Inform your customers about your standards – and meet or exceed them • Share what you learn across the organization – cut down customer need to contact you
- 30. Timeliness and Quality •You cannot measure and manage everything – select the key info • Don’t gather data because you can – gather the data you should • Use the information you obtain to drive improvement
- 31. Timeliness and Quality Acton customer feedback.
- 32. Customer Service Excellence •Define your “true customer” •Insight •Culture • Create a language of service Insight / Culture / Information and Access / Delivery / Timeliness and Quality • Simplify the customer experience • Learn, share, improve • Variety of channels
- 33. Customer Service Excellence Excellentservice is rare because it takes real commitment to make excellence “business as usual.” - Unleashing Excellence
- 34. Customer Service Excellence Timeliness Insight and Quality Delivery Organizational Culture Information and Access