Establishing How to Ensure Better Customer Interactions Across all Touchpoints. By Sibusiso Sharon Nyasulu

Transcription

1 Establishing How to Ensure Better Customer Interactions Across all Touchpoints By Sibusiso Sharon Nyasulu

2 Most Customer assume they will never require to contact us All things being equal (Product functionality, how to, communication etc ) they will not contact us At a point of interaction the customer already feels it s a nuisance just because they don t have 100% self service or control over their journey In addition Today there are a million transactions handled from several touchpoints : Twitter Facebook LinkedIn Instragram whatsapp etc Call Center helpline Letters Website Showrooms reception

3 Customers Journey Experience is Good Awareness Consideratio n Purchase Experience is Bad Loyalty Advocacy Churn Retention

4

5 Service Complications qcustomers all feel important regardless of spend qcustomers are now adopting non traditional touchpoint ie digital self service qcompany view point versus experience always has a disconnect. qmost Service issues are left to experience team qa disappointed customer leads to revenue loss **** Source Kimberly Matthews

6 Touchpoints. 53 % 46 % 1.5 % 0.1 % 0.02 % 0% N/A Self service Call Center Retail Social Media / letters Website Employee/ Reception CRM SYSTEMS Multiple customer touchpoints High interactions from self service and call center. Digital including Social Media is smallest but growing especially whatsapp interaction and some points need boost website etc System scalability is vital, all transaction must be captured ie tag interaction Query, Complaint or request including resolution remarks. This improves visibility.

7 1.Touchpoint 360 Health Check User friendly interface (plus look and feel for social media and website ) Customer ease of navigation IVR, USSD, digital layout Zero Ambiguous Communication Ability to run GUI report for every touchpoint, hits, QRC, customer segment wise SLA analysis to track outstanding issues

8 2.Reconciliation Over 10 million hits / interactions and its hard to keep track Basic reconciliation must be done between CCT, showroom walk -in versus total tagging CCT Avaya CIC / Showroom walking/ Social Media Showroom for places without queuing system is challenge to reconcile walk in and VOC vis a vis reconciliation CRM Tagging Social media tool like LISA should be reconciled with actual page on Twitter and Facebook. Total interaction Tagging should be a rule of thumb; All resolution remarks captured and customer suggestions if any captured

9 CSAT Independent CSAT Check satisfaction on services and touchpoint Quartely study Mystery caller / shopper Conduct mystery calling/ shopping / posting Review response rate / quality of response / consistency Monthly/ quarterly exercise Customer Pulse Quality Monitoring CAR/ ICE Closelooping EXCO fundamental part of process 10 calls per EC across High value / mass Captures VOC Ensure quality team in CX minimum 5 interaction check Include live call badging / side by side L3 cases must be closelooped this helps to ensure satisfaction All closed cases should send closure SMS to customer IVR/ SMS satisfaction check (simple yes and No ) and call back no. 3. Quality of Service

10 4. Repeat Deep Dive Repeat call is currently at 23% against a target of 19%. Customers call in to follow up on the issues within or out of SLA. Customers calling within SLA are unnecessary repeat calls. Customers calling out of SLA call for follow up on their complaint or request that has not been resolved or partially resolved. Repeat calls are caused by Technology, Process, Call centre agents and Customer behavior. SATISFACTION FORMULA IS IN REPEAT CALL Technology Dropped calls Silent calls Noisy calls Unplanned downtime Process Process/Policy restriction Customer ineligibility to some offers. Call Centre Agent Sharing incomplete information and inaccurate information. Communication failure. Customer Customer Failing to understand. Customer behavior Technology Silent call analysis IVR prompt Call Counter IPACS parameter Avaya pop up window on repeat Process Clear communication to customers Clarity on eligibility of a product or service. Kutapa/ Kutchova/ premier Agent Factor Refresher training on VAS and product changes IPACS Customer Work with Mrkg to phase out products / improve Comms. Roll out prank management 10

11 11

12 5. Segmentation Recognise Create Exclusivity Serve Differential experience Engage Build strong and deep relationship Beyond Good hygiene Focus on functional & emotive experience 12

13 Segmentation Customers should be segmented according to spend and age on network Create a differential experience and recognize high value customers ( 80:20 ) -Call center priority service, dedicated hotline -Showroom private suite -Dedicated CRE -SPN -SOS service etc Focus on emotive experience 13

14 6. Build a Strong Ecosystem EMPLOYEE KRA Tagging of queries, standard verbiage, quality monitoring Sustainable motivation Program Fun days, reward and recognition, promotion, job rotation, CX bootcamp Build a Strong Ecosystem Training,CX department of choice, create a winning culture Employee Buy in INTERGRITY, CONSISTENCY *****There is no point to have a fancy CRM and all build up without investing in the employee

15 Ease of navigation Gui Reports SLA analysis Hits vs CRM Total interaction Analysis Recognise Serve Engage Mystery shopper EXCO pulse Control Repeat Technical Standard verbiage Employee buy in Summary

16