Session 508: Customer Journey Mapping : Put the Customer at the Center of Support Miranda Reshaw Process Improvement Manager, The Coca-Cola Company

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2 Session 508: Customer Journey Mapping : Put the Customer at the Center of Support Miranda Reshaw Process Improvement Manager, The Coca-Cola Company A case study of how Customer Experience is moving more and more to the forefront of Coca-Cola Support Processes.

3 Introduction Miranda Reshaw 10 years with Coca-Cola 5 years managing Helpdesk Process Improvements ~20 years delivering customer service The Coca-Cola Global Support Center Support North American bottling and global corporate operations 76,000 internal users, 98,000 external users 650,000 contacts annually 60% phone, 35% chat, 5% and web ticket English, French, Spanish, Japanese, Mandarin, Portuguese 5 delivery centers across Mexico, Romania, India, Philippines, and China L1, L1.5, and L2, Escalation, and Total Case Management support services 75% contacts resolved on first call 82% of all contacts resolved at help desk 94% of all contacts satisfied with service 90% of all contacts recommend the service Fully outsourced complimented with 5 TCCC employees to lead the service

4 The Day That Customer Satisfaction wasn t Good Enough You are measuring the wrong metrics Your metrics are wrong Only satisfied people complete surveys You re audio doesn t match the video

5 Why is measuring CSAT not good enough? Customer Satisfaction: CSAT CX The measure of how a product or service meets a customer s expectations The customer perception generally associated with a single attribute or transaction of a service or product Satisfaction with a product Satisfaction with purchase process Customer Experience: The sum total of all experiences with a product or service over time The aggregate or summary of all experiences with a product or service. CX is the effort involved in getting and using a product or service combined with the quality and value delivered by the product. Satisfaction with the store including product, the purchase process, etc. Satisfaction with a brand

6 Customer Experience Definition: The sum total of all experiences with a product or service over time Market/Promote Need Arises [Password expiration notification] Research solutions solutions [selfservice options, contact support] Recommend [Complete [Complete survey/provide verbal or written feedback] Engage Service [Contact Support/leverage selfservice] Select preferred/viable preferred/viable option option Support

7 Cathy joined the company 2 days ago. After completing the onboarding program she tries to log on to App X- which is essential to her new role Why does CX matter? Cathy s Story I can t log on to App X I tried to sign in 5 times and don t want my account to get locked She searched for self-service documentation but only found general password reset instructions? How may I help you Cathy? I m sorry to hear you re not able to log on to App X I know how important it is to your role She decides to call the helpdesk Agent checks AD-finds account, active, not locked, password reset two days ago Checks ID Store- App X is not listed I ll have to transfer you to HR; your account was not set up correctly I ll have to transfer you to IT; your account was not set up correctly The role applied doesn t have the correct attributes, which is why the access wasn t provisioned. HR will need to change the role to IT Tier 1 assigns a include ticket to Tier 2 HR the Changes required the attributes attributes, Tier 2 Security Support Security Support validates and resolves the ticket. Cathy receives an notification from the CRM/ITSM system to advise her of issue resolution

8 Cathy s Journey Continues I tried to log on, but still wasn t able to I m calling the helpdesk again (I m smiling but I m upset ) I am so sorry to hear that the issue is still not resolved The agent checks the ID Store- this access requires manager approval. Once approved it can take up to 24 hours for complete synchronization with SSO. He advises Cathy that she should have access by tomorrow 4pm at the latest. He is apologetic and shows genuine empathy. Cathy responds to the CSAT Survey Were you satisfied with the services delivered? Yes Comments The agent was extremely friendly and provided me with the information I needed. I was able to log on to App X within the expected timeframe. Cathy explains to her manager why she wasn t able to log on until now. Her Manager is livid. He complains directly to the CIO. Cathy doesn t forget about the experience which is clearly reflected in her annual associate engagement survey responses.

9 Customer Journey Map Definition: A customer journey map is an illustration or diagram of all the steps a customer goes through when dealing with your business/service over time. What to keep in mind: A customer journey map is typically created during a journey mapping workshop with all involved parties- front end and back end- including the customer. A Customer Journey Map helps us understand the customer s experience from a personal/human level. A journey map is typically created by documenting all the steps in the experience on sticky notes, which are placed in order on a whiteboard. Other levels included: Thinking, Feeling, Doing, Touchpoints at all different levels Ultimately the journey map will provide a holistic view of what defines the customer experience and helps identify what areas of the journey can be impacted/improved.

10 Customer Journey Map Example During Customer Journey Mapping all participants are invited to think about: What does the customer do, feel and think before the need arises, throughout the process of finding and obtaining the service required and after the service has been delivered What do all levels of support, front line and back end do, think, feel throughout the process. What other touchpoints are there? Tools, people etc. Experiences are mostly rated on a scale of bad/good and importance to the customer.

11 Exploring the IT CX Journey Why can t I just call one number? How long is this menu? I m not listening to this; picking option 1. They know who I am, how nice! Yay! I can get back to work! Finally That was quick and painless! Are you kidding me? Don t tell me I have to explain this again

12 Emotion Throughout The Customer Journey

13 So what did we learn about CX? The journey doesn t necessarily start and/or end with the IT Helpdesk HR Financial Services T1 ITT3 T2 Associates don t see (or care) where which Helpdesk or service begins or ends

14 Solution: Integrated Help Financial Services IT HR We made a commitment to providing associates with One Place to go for help Our starting point was the Customer Journey A seamless Customer Experience is (becoming) central to all our support processes

15 How to achieve Integrated Help People Evaluate whether you have the best people for the job and take the necessary actions Align on the CX vision with all levels of support and leadership Provide training on CX, and best practice methodologies such as ITIL, Agile Scrum and KCS Make sure you engage ALL stakeholders Process Map out processes for all groups/departments/helpdesks involved Align on process to ensure a seamless associate experience Use Agile Scrum to prioritize quick wins Technology Evaluate whether your CRM/ITSM System meet your new process requirements Evaluate all tools utilized by all helpdesks- consolidate, retire or acquire as appropriate Explore and prepare for automation, machine learning, AI

16 Lessons Learned from Integrated Help This is NOT EASY!!!! Don t underestimate the time it will take to do this right Stakeholder management is key Start with process-the tool(s) you use should facilitate your process, not the other way around Make sure all levels of the support organization are aligned on the CX vision

17 What s Next? CX Metrics Method Time/Resource Needs Details VOC Survey: In-app survey notification SMS Survey App CX Metrics Analyst Two questions to reflect customer satisfaction and customer effort: 1. Are you satisfied with the service that you received? Yes/No 2. Was it easy for you to have your issue resolved? Yes/No 3. We value your feedback and welcome any additional comments Alternative response for after chat/sms/ visual scale e.g. stars or Channels: after call, after chat, SMS, Follow up interview with dissatisfied customers: CSAT Close-Looping Agent Pending SME input Reason for dissatisfaction? Reason for elevated effort to have issue resolved? Responses feed into continuous improvement/problem management CX Score Card CX Metrics Analyst Monthly CX Balanced Score Card with KPI target Customer Council Customer Journey Map 2 weeks, twice a year CX Team Focus Group 8 hours, 4 times a year CX Team 5-10 Customer Council Customer Council formed with associates with different job grades, titles, departments and Quarterly Focus Group Bi-annual Customer Journey Mapping exercise Annual CSAT Survey CX Metrics Analyst Annual Global Client Satisfaction Survey for all Associate Services Unsolicited feedback Unsolicited feedback via Intra-Company social media Speech/text analytics TBD Very early stages-the role of these analytics will be further defined as we learn more about

18 CX Metrics Data Sources Metrics Audience CSAT Survey Data o o o CRM/ITSM Chat IVR HR Data Associate Profile Data (AD/CCSN) Response Rate CSAT Rate Coefficients of: o o o Determination Regression Correlation Summary Statistics Balanced CX Score CSAT Survey Data CSAT Score by team Summary Statistics Executive Leadership BU/Group Managers CSAT Survey Data CSAT Score by Individual Team Leads/Supervisors CSAT Survey Data Individual CSAT Score and feedback Agents CSAT Survey Data HR Data Associate Profile Data CSAT Score Relevant (Multivariate) regression Summary Statistics All Associates

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