Transforming the Customer Experience: An Outside In Focus on Reducing Customer Effort

Transcription

1 Session 106 Transforming the Experience: An Outside In Focus on Reducing Effort Eric Michrowski, Chief Operating Officer & Head, Americas & Europe, Sentis Dale Lawrence, Vice President, Operational Excellence & Business Transformation, Sentis 1

2 session objective Share how to create a tangible framework to shift customer loyalty: Gain an appreciation of the linkage between Effort, propensity to recommend and profitability; Focusing on reducing Effort to rapidly align contact center improvement efforts to maximize the impact on customer experience; Learn how to create a tangible and transformational framework to reduce customer effort and shift customer loyalty; Understand the drivers of human performance in shifting Effort; Explore opportunities to redesign your contact center experience from an outside in view of the customer experience; Share project examples and case studies that illustrate the impact. BOSTON CALGARY DENVER HOUSTON SEATTLE TORONTO LONDON BRISBANE NEWCASTLE PERTH ABU DHABI what challenges are you experiencing in shifting your CX? 2

3 our lens How do we create a rallying goal that focuses improvements, ensures material outcomes while uniformly prioritizing improvements and rallying the hearts and minds of team members? Sentis Contact Center Expo & Conference 2014 Transforming the Experience 4 the primary research The Corporate Executive Board has published a powerful new study on Effort that is worth exploring. This study has inspired most of our Contact Center research on driving improvements. drivers of loyalty vs. satisfaction Satisfaction correlation of key drivers Effort Repurchase Relationship 94% Effort Increase Spend Relationship 88% Improved Experience Reduced Effort Provide Moments of WOW 4% 4% Low Effort High Effort Low Effort High Effort Loyalty Repurchase Buying more Word of mouth Exceeding expectations yields little benefit to customer loyalty Improved Experience Reduced Effort Provide Moments of WOW Contact Centers have a greater stake in mitigating disloyalty, primarily by reducing Effort Source: 2008 Corporate Executive Board 1,800 consumer panels & 100s of companies Sentis Contact Center Expo & Conference 2014 Transforming the Experience 5 3

4 driving improvements outside in process lens reduce customer effort operationalize through a focus on human performance Sentis Contact Center Expo & Conference 2014 Transforming the Experience 6 the lens you see from Inside Out Outside In Who is our? What are they trying to do? What are their expectations? What is the Desired Outcome How can we deliver with the lowest Effort Sentis Contact Center Expo & Conference 2014 Transforming the Experience 7 4

5 reducing effort An end to end view of a Journey Value Stream Map will identify areas of opportunities. Internal Sentis Contact Center Expo & Conference 2014 Transforming the Experience 8 three considerations Prioritizing Focus Moments of Truth KPIs effort Actual Effort > Expected Effort Hours of Effort saved by making it easier to do business service disruption Hours of impact of a service disruption or missed appointment Sentis Contact Center Expo & Conference 2014 Transforming the Experience 9 5

6 drivers of human performance All rights reserved. Sentis. Sentis Contact Center Expo & Conference 2014 Transforming the Experience 10 operationalizing improvements Three examples on how to translate the 5As of Operational Excellence to operationalize an Outside-In view with lowest Effort. Work & Job Design Leadership Metrics & Rewards Job design i.e. Task Variety & Significance, Skill Variety and Feedback Alignment to end outcomes Tight Outcomes Loose on How See problems Solve problems Share learnings Elimination of traditional metrics Metrics Alignment to Desired Outcomes Sentis Operational Excellence, Experience & Business Transformation 11 6

7 case study Business context manager manager e2e service delivery & support Mostly contact centre functions Highly complex value chain (internal & customer) customer credit/ CAM care outbound sales stores/ channel field tech Assure Tech Supp 1 ORT L&R held order team Assure Tech Supp 1.5 help desk Focus on Reducing Effort Outside in process design focus Focused on reducing customer effort Designed by team members for our customer channel care ANT escalation dispatch BTo ps partner CO tech cable repair assignment/ facilities build Redesigned team member experience New leadership paradigm See problems Solve problems Share learnings Alignment Authenticity Autonomy Agility Awareness Tight Loose Continuous Improvement Coaching Key learnings: importance of tapping into the talent and passion of team members Sentis Contact Center Expo & Conference 2014 Transforming the Experience 12 case study outcomes s Recognize Reduced Effort Key process measures Internal: value add effectiveness External: customer effort Result: feels the reduced effort Experience Outcomes Reduced effort material Satisfaction lift: Top 2 Box: Near elimination of Bottom 2 Box scores Remaining reflect product & policy dissatisfaction verbatim s who felt Actual Invested Effort < Expected: s who felt Actual Invested Effort > Expected: Reducing costs Reduced costs: ~ 20 25% Improved order quality Repeat calls: up to ~50% Transfers: up to ~60% Escalations: up to ~95% Reduced inbound calls ~17% Employee Engagement Material lift in engagement: Work Processes At work my opinion counts Team member verbatim Work Processes At work my opinion counts Engagement IB CPC Reduced retention credits ~33% % Revenue (Compensation) Key learnings: importance of culture, moments of truth & customer effort Sentis Contact Center Expo & Conference 2014 Transforming the Experience 13 7

8 key learnings Focusing on an outside in view Consider the customer s effort in your process first Operationalize through a focus on Human Performance Embed concept and strategy throughout all levels Culture is key to successful implementation Culture person leadership process Sentis Contact Center Expo & Conference 2014 Transforming the Experience 14 Thank you for attending Please complete your session evaluation Eric Michrowski, Chief Operating Officer & Head, Americas & Europe, Sentis Dale Lawrence, Vice President, Operational Excellence & Business Transformation, Sentis 8