The Customer Success Factor: What digital learning can do for you

Transcription

1 The Customer Success Factor: What digital learning can do for you

2 Customer service and customer success Think about the last time you booked a holiday. Did you do some research online before taking the plunge? Maybe you decided against a hotel or restaurant after reading a negative review on Trip Advisor? In a major study of shopper behaviour* researchers found that 88% of consumers now consult an average of 0. sources before making a purchase. *Google Think: The Zero Moment of Truth

3 The loudhailer effect of the Internet can deliver huge rewards to companies who delight their customers. However, negative feedback can be catastrophic, with reputations destroyed by word of mouse. Delivering excellent service is therefore more important than ever. Research shows that digital learning solutions can help lift an organisation s customer satisfaction rates by as much as 7%*. It s essential to match the right learning solutions with your current business needs. That s what we hope to do with this short guide: to help you transform customer service training with an effective blend of digital learning solutions through the use of a few judicious examples. We think you ll find it useful. *Source: Towards Maturity Benchmark Report

4 75% of UK GDP is generated from the 90.8% - customer satisfaction score for service sector John Lewis, the top rated organisation in the UK 77.9% - overall customer satisfaction 9% of all offline customer interactions 85% of customers report being dissatisfied score for UK organisations happen via the phone with their phone experiences An average company loses between 0% and 0% of its customers each year Satisfying and retaining current customers is anywhere from three to 0 times less costly than acquiring new customers Companies with high positive word of mouth advertising and low negative word of mouth grow four times as fast as companies where the reverse is true Sources: UK Customer Satisfaction Index (UKCSI); Google Think Insights; Interesting Sales Facts, Outbound Excellence; Towards Maturity 0; London School of Economics (LSE).

5 Role-model excellence It s important to provide staff with highperforming role-models if you want to maximise their potential. But this can be a challenge in big organisations where it s difficult to share the skills and experience of the few with the many.

6 So why not capture your best people on film? Expert-led video is a powerful tool in customer service training as it: Maximises engagement - learners love video! Boosts the credibility of the learning experience Transmits best practice behaviours clearly and memorably Increases confidence by making learners think: If they can do it, so can I.

7 Case study Client: Canon Course: Understanding your Graphic Arts Customers Delivered as part of a blend, learners have the opportunity to role-play the techniques shown in the digital learning during follow-up face-to-face sessions. Understanding Your Graphic Arts Customers is an e-learning course aimed at Print Account Managers across Canon s European territories. The aim of the course was to help learners build empathy and rapport by seeing how an expert Account Manager talks to real customers.

8 If you do build a great experience, customers tell each other about that. Word of mouth is very powerful. Jeff Bezos, CEO Amazon.com

9 Get the knowledge How can you help colleagues to explain products and services with confidence? Clearly, making them click through dozens of boring screens crammed full of bullet points is not the answer. So why not take a leaf out of the advertising industry s book and produce internal communications that have the high-impact appeal of a TV commercial?

10 Case study Client: William Grant & Sons Course: A beginner s guide to Irish whiskey William Grant & Sons Ltd recognised the value of communicating their brand values and product information to a globally dispersed audience. So for the A beginner s guide to Irish whiskey e-learning course, presenter-led video was used to explain the whiskey production process in a compelling and easy to understand way. To bring each production stage to life, the presenter s monologue is supported by step-by-step animations.

11 The customer experience is the next competitive battleground. Jerry Gregoire, CIO, Dell Computers

12 Practise your skills Interactive video allows learners to practise customer-facing skills in a safe but realistic environment. The beauty of virtual role-play activities like this is that they allow learners to practise skills in situations that feel authentic, without fear of failure or public embarrassment if they get things wrong. This means that learners can take risks and see the consequences of their actions quickly, thereby accelerating the learning process and time-to-competence.

13 Case study Client: Sky Course: The Perfect Match The Perfect Match is a video-based simulation which allows new starters at Sky to interact with five fictional customers. Learners must select the right responses to customer questions to complete these virtual calls successfully.

14 Your most unhappy customers are your greatest source of learning. Bill Gates

15 The right solution for you is the best solution for your customers Based on our experience of working with a wide range of clients, we recommend using a blend of online and offline learning interventions to boost customer service skills. Traditional, text-based digital learning courses offer benefits in terms of scale and cost-effectiveness but have been rightly criticised for lacking the human touch required to develop soft skills. The rise of online video, gamification and social media has helped make learning technology much more varied and powerful, allowing us to model and simulate the complexity and individual-focus of effective customer service scenarios.

16 Research shows that organisations are increasingly using these digital learning technologies to enhance customer service training: Eight times more likely to say that their solutions help provide a competitive advantage Five times more likely to report an improved reputation as a customerfocussed organisation Three times more likely to report increased customer loyalty and customer satisfaction % are using learning technologies to support and educate the customer Organisations which use learning technologies are also: 77% of organisations state that improving customer satisfaction is a driver for investment Source: Towards Maturity Benchmark Report 0

17 Let s reinvent what great Customer Service really means. Tell us about your customer services challenges and successes - we want to hear about your current customer service learning blend, your future plans, and your ambitions for customer service success. enquiries@brightwavegroup.com We want to help you balance customer success with colleague success and find the perfect possible solution for your business. + (0)7 87 brightwavegroup.com