CUSTOMER SERVICE
ISOCOPCEuropean CC StandardCERTIFICATION XYZSELF REGULATION
SOCIAL MEDIA ?
WE NEED A NEWMENTAL MODEL
VALUE  CUSTOMER EXPERIENCERELATIONSHIP   NETWORK
I. VALUE PERSPECTIVE
VALUE, FOR WHOM?ADDED VALUE                                                    Speed of answer                            ...
VALUE, FOR WHOM?
VALUE IS CO-CREATED IN THECUSTOMER’S EXPERIENCE
GOVERNANCE THOUGH, ISEXCLUSIVELY BASED ON VOLUMEAND SPEED OF SERVICE DELIVERY
II. CUSTOMER PERSPECTIVE
IT ALL STARTS WITHCUSTOMER CENTEREDVIEW ON OPERATIONS
Date: 3/22/10                                                                                                             ...
FIRST CONTACT RESOLUTION?
IT’S THECUSTOMER’S        JOB
WHICH CHANNEL WHEN INTHE CUSTOMER’S JOURNEY?
BTW.. > 80 % OF THEEXPERIENCE HAPPENS    OUTSIDE OF OUR            CONTROL
ARE YOU YOUR CUSTOMER’S            BIGGEST FAN!
IV. RELATIONSHIP PERSPECTIVE
LIFETIME VALUE IS NO LONGERSUFFICIENT
LIFETIME + REFERRAL +INFLUENCE + KNOWLEDGEVA L U E = T O TA L C U S T O M E RENGAGEMENT VALUE
THE SAME “PRODUCTION”   PROCESS FORALL CUSTOMERS?
V. NETWORK PERSPECTIVE
THE 1ON1 PARADIGM
SOURCE:
ALL EMPOYEES HELP ALL      CUSTOMERS HELP          CUSTOMERS
ONE STEP BEYOND..
VALUE  CUSTOMER EXPERIENCERELATIONSHIP   NETWORK
FROM COST TO CUSTOM(ER)             MADE CARECHARACTERISTICSSPEED OF ANSWERCAPACITY MANAGEMENTPRODUCTIVITYTRANSACTION QUAL...
WIM RAMPENW.RAMPEN@CONICHE.NLTEL: +316 364 912 60@WIMRAMPEN ON TWITTERBLOG: WIMRAMPEN.COM
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Because it's time you take Customer Service seriously

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English version of my presentation "Customer Services, Serious Business"

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Because it's time you take Customer Service seriously

  1. 1. CUSTOMER SERVICE
  2. 2. ISOCOPCEuropean CC StandardCERTIFICATION XYZSELF REGULATION
  3. 3. SOCIAL MEDIA ?
  4. 4. WE NEED A NEWMENTAL MODEL
  5. 5. VALUE CUSTOMER EXPERIENCERELATIONSHIP NETWORK
  6. 6. I. VALUE PERSPECTIVE
  7. 7. VALUE, FOR WHOM?ADDED VALUE Speed of answer + Inbound sales Speed of + answer Customer Speed of + Retention answer Inbound sales + Speed of + + Analytics driven Inbound Customer up & cross-sell answer sales Retention
  8. 8. VALUE, FOR WHOM?
  9. 9. VALUE IS CO-CREATED IN THECUSTOMER’S EXPERIENCE
  10. 10. GOVERNANCE THOUGH, ISEXCLUSIVELY BASED ON VOLUMEAND SPEED OF SERVICE DELIVERY
  11. 11. II. CUSTOMER PERSPECTIVE
  12. 12. IT ALL STARTS WITHCUSTOMER CENTEREDVIEW ON OPERATIONS
  13. 13. Date: 3/22/10 Starbucks Experience Map Eric - Repeat Customer Enriched Experience Purpose: To work/drink coffee Tasty drink Free Wi-Fi Good drink Flavorable Appropriate temperature Aroma Polite People watching Crowd conversation noise Ambience Quick, convenient Sofa chair is comfortable Good byes baseline Greeting Fake Audible Sensations Closing time Worrying Loud Factory line Impersonal Poached Experience Second guessing Blasting air conditioning Loud music Distracting Unwilling to try something new, risk Annoyed about closing time Repeating, not my taste Cold, drafty Feeling rushed Annoyed about where I sat Slightly crowded Back hurts Not large work spaces Not large work spaces Feedback Furniture not ideal for computer work Confusing Lack of personal space Lack of seating Inconsistent Unstructured Lack of outlets Uncomfortable wooden chairs Anticipate Enter Engage Exit ReflectTouchpoints Office Car Walk-In Line Order Pay Sit Drink Work Pack Up Walk Out Car 1.a Discussing 1.c Hoping 2.a Notice 3.a The wait- 4.a The Barista 5.a The barista 6.a Grab my 7.a The cub is 8.a I place my 8.f I enjoy the 9.a The barista 10.a I pack my 11.a I head to with team the to find a close that there are ing line occu- acknowledges tells me the drink and look hot, steaming, drink on the free wireless walks by me things up and my car and local places to parking spot. a couple of pies the main me with a total and I pay for a place to but withstand- table next me and the unlim- and makes an head out the wish that I grab a coffee. people in line. traffic way. smile. with my credit sit. ing in my and place my ited use. The announce- door. could have 1.d Hoping card. He asks hand. bag on the signal strength ment to the stayed longer 1.b Decid- Starbucks is 2.b Notice the 3.b The 4.b I can see me if I want 6.b I need, floor. is adequate. tore that it 10.b The re- to work. I ing to go to not overly narrow, con- menus across the menu bet- my receipt, I most im- 7.b Smells will be closing maining staff know that Starbucks and crowded and fined layout. the counter ter now, but I decline. portantly, an roasty and 8.b I remove 8.g The music shorty -10 pm. tell me to have once I get work on de- will have avail- are hard to feel rushed to outlet and a sweet. my computer is really both- a good night. home, I will be sign reports. able seating. 2.c Enjoy the read while in order a drink. 5.b My inter- workspace. and accesso- ering me. I put 9.b I would like in the wrong aroma of line. action ends 7.c First sip is ries and now my head- to continue mind state 4.c I feel 1.e Consider- roasted coffee with him say- 6.c I notice too hot, but am shifting my phones on and to work. I feel to continue forced to ing alternative and mixed 3.c The line ing thank you. that there are flavorful. I’m coffee to find play my mp3 10pm closing working. make a quick places just in sweet, robust moves slow, He doesn’t use only a few happy with room for all of songs. time is much beverage se- case.. smells. people who my name. locations in the taste and my things on too early, 11.b The cof- lection. I play it just ordered the seating ar- my choice. this little cof- 8.h The bat- especially in a fee was very 2.d The light- safe by having are still in the eas that have fee table. tery use on my college town. good, but I ing is pleasant, what I always 5.c Now I same area. outlets. This is 7.d The computer is a was disap- not overly get. move to the 8.c The table Becomes discouraging. continued concern now. 9.c I stand pointed in the left of where III. EXPERIENCE PERSPECTIVE bright and not crowded. sips remain is too low to I will begin up and walk environment. 4.d The baris- i paid. Once too dim. 6.d Most satisfying. work from looking for around until I Distracting ta confirms again I feel 3.d The order- places are there, so I another table find a hidden music, small my selection crowded and 2.e The music ing process occupied. No place my to work at. trash can to workspace, and asks my out of place. seems ethnic, seems too outlets are laptop in my throw my cup lack of power name to write People are extended slow. Inconsis- available. lap. My drink 8.i The air into. outlets. on the cup. walking by me. vocals, soft in tent structure remains on conditioning style, volume There isn’t a the table, my of service. 4.e He writes 6.e The work- seems inten- too load and designated bag on the down my spaces seem tion. It’s cold but my taste. waiting ,sitting floor. name and small and outside and area. some code impractical. cold inside. I 2.f The room Most are just 8.d I’m feel- slip my jacket on the cup 5.d As I stand, climate seems have a small ing crowded. on. and hands it the drinker intentionally round wooden I have no off to another maker shouts cold. table with room to use 8.j I continually barista who finished orders will make it two wooden my wire- finding myself and places less mouse. I when he is chairs. people watch- them on a now use the finished with ing while I drink stand. surface of the other orders. 6.f I find an work. There He screams arm chair as empty reclined are interesting Grande Chai. my mouse cushioned people here, armchair. pad. Not very so I’m not too
  14. 14. FIRST CONTACT RESOLUTION?
  15. 15. IT’S THECUSTOMER’S JOB
  16. 16. WHICH CHANNEL WHEN INTHE CUSTOMER’S JOURNEY?
  17. 17. BTW.. > 80 % OF THEEXPERIENCE HAPPENS OUTSIDE OF OUR CONTROL
  18. 18. ARE YOU YOUR CUSTOMER’S BIGGEST FAN!
  19. 19. IV. RELATIONSHIP PERSPECTIVE
  20. 20. LIFETIME VALUE IS NO LONGERSUFFICIENT
  21. 21. LIFETIME + REFERRAL +INFLUENCE + KNOWLEDGEVA L U E = T O TA L C U S T O M E RENGAGEMENT VALUE
  22. 22. THE SAME “PRODUCTION” PROCESS FORALL CUSTOMERS?
  23. 23. V. NETWORK PERSPECTIVE
  24. 24. THE 1ON1 PARADIGM
  25. 25. SOURCE:
  26. 26. ALL EMPOYEES HELP ALL CUSTOMERS HELP CUSTOMERS
  27. 27. ONE STEP BEYOND..
  28. 28. VALUE CUSTOMER EXPERIENCERELATIONSHIP NETWORK
  29. 29. FROM COST TO CUSTOM(ER) MADE CARECHARACTERISTICSSPEED OF ANSWERCAPACITY MANAGEMENTPRODUCTIVITYTRANSACTION QUALITY/SATISFACTIONCHANNEL EFFICIENCY & CONTROLKNOWLEDGE FAQCOSTS PER CONTACT CHARACTERISTICS CUSTOMER JOURNEY/JOB DRIVEN CROSS CHANNEL MANAGEMENT CUSTOM MADE CARE BASED ON (REAL-TIME) RELATIONSHIP & JOURNEY DATA KNOWLEDGE NETWORKS CUSTOMER MADE CARE CHARACTERISTICS COST TO SERVE vs TOTAL ENGAGEMENT VALUE (CUSTOMER) PROCESS CONTROL “BEST SERVICE IS NO SERVICE” CONTACT AVOIDANCE / CHANNEL MIGRATION FIRST CALL RESOLUTION KNOWLEDGE BASE/MANAGEMENT COST TO SERVE vs CLTV
  30. 30. WIM RAMPENW.RAMPEN@CONICHE.NLTEL: +316 364 912 60@WIMRAMPEN ON TWITTERBLOG: WIMRAMPEN.COM

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