ELEVATING CUSTOMER EXPERIENCE THROUGH FCR SUCCESS AT HERSHEY

Transcription

1 ELEVATING CUSTOMER EXPERIENCE THROUGH FCR SUCCESS AT HERSHEY Justin Robbins Manager, Training and Guest Experience Hershey Entertainment and Resorts What You ll Hear Today Who Is Hershey Entertainment and Resorts? Why HE&R developed a guest-centric, one-call reservation experience. The issues that were encountered along the way. The changes that were implemented to drive success. 1

2 Who We Are Hershey Entertainment and Resorts is a privately held company based in Hershey, PA. Although we share a mutual founder, Milton Hershey, we are not the candy makers. We specialize in the hospitality and entertainment industries. PA s Largest Convention Center & Resort Award-Winning 4 Star/4 Diamond Historic Hotel One of the Top 15 Theme Parks in the USA Hershey Bears Hockey Team (#1 in AHL Attendance and Championship Titles) Our Contact Center Call volume to Hershey averages 4-6,000 calls per week in our off season and builds to 20,000 calls per week during our peak season. (April September) 30 seats with around 70 agents during our peak season. In 2011, we received approximately 500,000 phone calls. 2

3 Our Former Call Process The Vicious Cycle Initial Phone Call Room Campground Spa Golf Dining Our Dilemma Multiple Systems + Multiple Departments = Negative Customer Experience The customer is transferred between several departments (often with hold times). The customer explains themselves over and over. The experience is inconsistent and cumbersome. 3

4 Our Solution Merge the reservation process for our entities into one contact center. Train agents to handle ALL skillsets to reduce the likelihood of transferring the guest. Develop tools, metrics, and a quality assurance program that has an emphasis on true guest satisfaction. Our New Call Process Room Dining Spa Campground Hershey Agent General Information Group Golf 4

5 Oops Did I Do That? Focused on the process not the people. Relationships lacked trust and support. Rushed and incomplete training. Missing tools and resources. Start Stop Continue! The first step in our recovery was recognizing that something was wrong! We gave our entire staff the opportunity to be heard, one on one. An action plan was established and next steps were communicated to the team. 5

6 Gaining Buy-In Don t just ask for feedback RESPOND to it. If your employees don t feel like their voice is being heard, they will stop having a voice. Get their involvement! Allow members of the frontline to have input in decisions that impact them. They often posses invaluable ideas, suggestions, and concerns. Appreciate what they do! Don t ever take their expertise, experiences, and efforts for granted. Communicate! Communicate! Communicate! Finding The Right Fit Modify the interview process. Educate your recruiters on your expectations. Have them shadow the position. Identify ideal candidate pools. Evaluate for what matters to your team. Phone Screening Typing Test Face to face w/ supervisor and training manager Written Evaluation 6

7 Human Sigma Capture the heads, hearts, and souls of your employees to instill an intrinsic desire and PASSION for excellence. An intentional onboarding program, delivered by passionate employees, on our culture and unique legacy. Clearly defined mission, values, standards, and related behaviors that can be modeled and exemplified. Goals that are realistic, obtainable, and able to be rewarded, yet challenge the employee and push their comfort zones. The Learning Curve Enhanced Syllabus and Extended Time In Classroom Provided Multi-Channel/Sensory Delivery E-Learning; Hands On; Familiarization Trips Tested For Impact Throughout Training Implemented Year-Round Training Plan Keep the Blade Sharpened 7

8 Do Metrics Matter? Want Metrics vs. Need Metrics When Intent Meets Reality Don t Measure? Can t Manage! Identify your 3-5 KPI s Set Clear Expectations Provided Ongoing Coaching and Feedback Reward and Recognize Success Provide Timely, Actionable Feedback on Areas of Opportunity Changing The Paradigm If you do what you ve always done, you ll get what you ve always gotten. - Anthony Robbins Remove the US versus THEM mentality. Mutual understanding of WHERE you re going. Universal awareness of WHY you re going. Collaborative approach to HOW you ll handle bumps along the way. 8

9 Proof In The (Chocolate) Pudding Our highest conversion rates in company history. Extensive guest survey comments acknowledging the ease, convenience, and satisfaction with their vacation planning experience. Increased scores on our employee engagement survey. Let s Continue The Conversation! Justin s passion is leading others to provide legendary customer experiences. He enjoys speaking and training on topics such as employee engagement, service enhancement, and motivational leadership Justin serves on the Board of Directors for the Quality Assurance and Training Connection, an organization devoted to facilitating the education, sharing of ideas, and distribution of knowledge among quality assurance and training professionals in the call center. jmrobbins@hersheypa.com justinmrobbins 9