How people, process and new tools and technologies are helping to generate better customer insights thereby enhancing the customer experience.
EMRG’S 12TH ANNUAL SOURCING SUMMIT Alex Mead 1 My Background
20 Years Customer Service / Contact Centre Leadership Experience Industry Sectors : Locations :
Utilities UK Travel & Hospitality Europe Transportation Middle East Financial Services North America Telecommunications Central America IT Services South America Internet Services North Africa Media South Africa E-Commerce Asia Business Services
http://uk.linkedin.com/in/alexmead
Alex Mead 22 •Transformation of our Customer Care so that it is “immediate, effective and even surprising.” - Alan Brown, City Link MD & Rentokil Initial Group CEO – January 2011
City Link - Part of the Global Rentokil Initial Group.
Established in 1969.
Annual turnover in excess of £350m.
Fleet of 2,500 collection and delivery vehicles.
National network of 70 corporately owned depots across the UK.
Additional 14 depots in Ireland.
National Distribution Hub in Coventry and five regional Hubs – Glasgow, Warrington, Peterborough, Heathrow and Bristol.
Alex Mead 3 Trustpilot.co.uk Customer feedback
• Absolute rubbish (1 star out of 5 stars) • If I could mark them 0 stars then I would, or maybe 5 dog turds.
Ordered a parcel from Amazon on Prime, values over £200 so was trackable and required a signature. Wife waited in all day for delivery. Approx 2pm website updated to say parcel signed for by ‘POSTED’. WTF?? No parcel had arrived.
• According to the Delivery company (after I eventually managed to speak to a human) the driver 'must have mis-delivered it' and would return from where he mis-delivered it to pick it up and delivery correctly to me that evening. Nothing arrived. Nobody seems to know where my parcel is. Why did the driver POST something that wouldn't fit through a letterbox anyway and leave it without gaining a signature? Complete joke of a company.
4 Customer Care Transformation
First step :
SET A VISION
Second step :
UNDERSTAND THE GAPS
Third step :
MAKE A PLAN TO CLOSE THE GAPS Alex Mead 5
Rentokil Initial Customer Care Charter
•Provide Multi Channel Access points
•Deliver First Class Processes
•Provide an Excellent Experience
•Solution – Solve the Problem, Fix the Cause
6 1 – SET THE VISION 6 Trustpilot.co.uk Customer feedback
• 30 June 2011
• No rating deserved - they are rubbish!!!
• What a complete bloody shambles!!
• I have been sitting in my kitchen waiting for a delivery and up pops an e-mail to say they have just tried to deliver the parcel but there is no one in!!!!!!!!
• Bloody liars!!!!!
• Amazon - I am sick and tired of delivery problems - you need to get this sorted or you will be losing another very valued customer!!!
2 – UNDERSTAND THE GAPS 7 Customer Service/Care – City Link Performance Winter 2010
Q4 2010 Customer Care Depots No idea how many calls No call overflow to other 16000 Vast majority of calls and emails delivered or answered across locations • 74 depots not answered 14000
• No call or resource utilisation data 10,000’s of contact centre 12000 • No agent performance stats calls not being answered daily – Abandonment rate > 90%. • No internal quality measures 10000 • No web customer contact channel 8000 • No self service channels: No capture of nature or 120,000 email complaints 6000 • No insight on causes of customer cause of complaint still unanswered by March service failure 4000 • No external customer feedback possible 2000 • Significant number of customer Data not collected service issues raised received no 0 response at all 01/12/1002/12/1003/12/1004/12/1005/12/1006/12/1007/12/1008/12/1009/12/1010/12/1011/12/1012/12/1013/12/1014/12/1015/12/1016/12/1017/12/1018/12/1019/12/1020/12/1021/12/1022/12/1023/12/1024/12/1025/12/1026/12/1027/12/1028/12/1029/12/1030/12/1031/12/10 2 – UNDERSTAND THE GAPS 8 City Link – Pre CARE Programme Web Channel
No self-service, no categorisation of complaints, no customer feedback process.
Web Complaints were 120,000 Complaints Submitted as blank from Dec 2010 / Jan forms and were 2011 Web Complaints frequently not still not responded to responded to. by March 2011.
2 – UNDERSTAND THE GAPS 9 Four core activities :
1 – Put in Place the Right Structure
2 - Virtualise the estate (Voice & Data)
3 - Open up the channels and offer self service
4 – Gain & Maintain Control
3 – MAKE A PLAN Alex Mead 1010 Customer Care Transformation Workstreams
Proactive Multi-Channel Customer Customer Organisational Workforce Performance Customer Contact Contact Self Service Contact (Sales, Design Optimisation Management Feedback Routing Management Debt, Recovery)
AVAYA AVAYA AVAYA AVAYA AVAYA AVAYA AVAYA Nuance (Verint I360) Nuance Service Cloud Service Cloud (Verint I360) (Verint I360) Service Cloud Service Cloud Service Cloud
Multimedia Channel Simple contact Log or Simple info requests or High level demand Complaints Status updates Routing plans & call Call and/or screen full case Management, transactions, touchtone planning or detailed management, post call decisions, Outbound flows, Callback, recording, quality, 360 deg customer view, IVR ot speech staff resource surveys, web feedback sales, Outbound debt messaging, Separate Structural change or evaluation, e-learning, Agent desktop scripting recognition, web self management? Multi- analytics, NPS, recovery, Lead or blended channels for roles, Multi-skilling manual scoring or and help, Integration service, interactive channel & admin rules Integrated real-time conversion, Outbound voice, SMS, Email, and/or new positions integrated desktop, with existing systems, SMS, Static FAQ or design, forecasting, actionable feedback or dialling campaigns or Webforms, Webchat, performance Real-time or batch dynamic knowledge scheduling, adherence historic reporting, balanced social networks, dashboards etc. update management etc. Holistic or detailed? environments? Etc. convergence etc.
3 – MAKE A PLAN 11 City Link Customer Care Structure changes Director of Customer Care
Customer Care Executive Assistant March 2011 Head of Customer Head of Customer Contact Head of Customer Care Head of Customer Care Director of Network Experience Centres (MK & Hatfield) Planning & Reporting Training Customer Care
SFDC Admin Manager Customer Care Contact Centre Supervisors Planning & Reporting Training Manager Regional Network x 2 Analysts x 4 Customer Care Managers Head of Customer Care X 7
Customer Relations Manager Customer Care (Complaints) Customer Contact Trainers x 3 Regional Network Team Leaders x 6 Customer Care Agents x c.375 Regional Customer Care Regional Customer Care Regional Customer Care Customer Care Customer Care Customer Relations Manager (South) Manager (North) Manager (Midlands) Team Manager (MK) Team Manager (MK) Team Leaders Customer Care x 2 Contact Centre Agents x c.75 September 2011
Customer Relations Agents x 12
1 - PUT IN PLACE THE RIGHT STRUCTURE 12 City Link – Pre CARE Programme Telephony Routing Plan
North West - 11 depots South East – 12 depots 10 CC numbers, plus; 12 CC numbers, plus; 15 Major Account Dedicated 40 Non-Geographic numbers for 4 Major Account 2 Major Account numbers (Coventry) Sales Products, including Post, 7 Sales 3 Sales 10 CC Advisors Sameday, Retail Solutions and 3 International 1 Sameday 2 CC Management International 1 Sameday 57 CC Advisors 45 CC Advisors 6 CC Management 9 CC Management 6 Non-Geographic Scotland - 10 depots General Enquires 10 CC numbers, plus; numbers 1 Major Account No Telephony 68 CCC Advisors 3 Sales Reporting insight, Account Holders Consignees and other Non- 4 CCC Management 1 Sameday Account Holders 42 CC Advisors and frequent 7 CC Management occurrences of calls North East – 10 depots 10 CC numbers, plus; not being answered. 2 Non-Geographic Dedicated 2 Major Account Amazon numbers 4 Sales 74 Non-Geographic Picard line 4 CCC Advisors 2 International numbers (1 per depot) 1 CCC Manager 1 Sameday 41 CC Advisors 7 CC Management Midlands - 9 depots 500+ staff across over 70 sites In addition: South West - 10 depots 10 CC numbers, plus; London - 9 depots not supporting each other at 10 CC numbers, plus; 2 Major Account 11 CC numbers, plus; Non-Geographic numbers for other functions including 2 Major Account 6 Sales 2 Major Account Recruitment, Marketingall. Whilst and Claims some were too 3 International 2 Sales 4 Sales Inactive Non-Geographicbusy, others numbers would have no 2 International 2 Sameday 2 International 33 CC Advisors 52 CC Advisors 52 CC Advisors Internal “main”,call control activity and drivers at lines the alongside same at leasttime. one fax 3 CC Management 4 CC Management 4 CC Management at each depot
2 - VIRTUALISE THE ESTATE – VOICE & DATA 13 City Link Post CARE Programme Telephony Routing plan - True Virtualisation
Sophisticated Voice Self • Single routing engine Service & call overflow plan built on 3 states of activity : All calls routed into a single • Single pool of agents Normal, Busy & Extreme. pool of resource with multiple • Single point of administrationBusy locations would have pre-skills across Contact Centre & described call overflow plans in • Single source of MI (cradleplace to to grave) avoid unnecessary Depot sites. Virtual operation supporting all queuing. calls across all 70+ sites. Full Data Centre Reporting Insight on all call Intelligent Call Routing demand, call response times, Live Agent Distribution and detailed information on performance of all customer Each agent can care staff (depots & centres). have up to 200 skills assigned with 16 preference levels
MK, Hatfield, Coventry, Warrington, Depots x 69 2 - VIRTUALISE THE ESTATE – VOICE & DATA City Link – Post CARE Programme Web Channel
SFDC.com CRM Service Cloud directly on our website.
3 - OPEN UP THE CHANNELS & OFFER SELF-SERVICE 15 Web Customer Service
Relevant Knowledge Dynamic questions & Answers to with most frequent sections browsed by customer clicks at top customer of list.
Easy to use, and open and honest Customer Contact Form
3 - OPEN UP THE CHANNELS & OFFER SELF-SERVICE 16 Let Customers Track their Cases directly on the web – Open CRM Customers can feel confident that we have their issue in hand as they can see their issue logged with a Case Number Customers can see the Customers can provide more immediately after they have progress of our info, escalate or close their raised it with us. response to their issue case directly on line, and 24/7 on the web. stay in control at all times.
17 Did we get it right first time ? – Post Case Survey / Re-open Case
How did we treat our customer, and Did we get it Right how well did we First Time ? If not, let resolve their issue ? our Customers tell us straight away so we can put it right, and learn from it.
If we’ve not resolved an issue to the customers satisfaction, the customer can ‘re-open’ their case, with comments.
4 - GAIN & MAINTAIN CONTROL 18 Which Depot has the What are the most Customermost Service Operational Failure – Root Cause Insight common reasons for Customer Care Customers to Failures, by Complain? Complaint type? Over 250,000 SFDC Service Cloud Cases raised since October 2011
Which Region has How quickly did we the most Operational respond, how many Customer Care cases were re-opened, Failures? Which Driver has and what were our caused the most Feedback scores? Customer Complaints this week?
4 - GAIN & MAINTAIN CONTROL 19 Call Recording Quality Evaluation Agent & Management Performance Scorecards
Integrated view of performance including - Productivity, Quality, FCR, Forecast, Schedule & Customer Feedback etc - can incorporate data from external sources Deploy staff, and manage their performance in real- time.
Record Calls & Screen Activity, create Templates for Quality behaviour Automate and score against Performance these. Scorecards over wide range of KPI’s & Measures.
4 – GAIN & MAINTAIN CONTROL 20 Customer Care Transformation
• The Results
21 14/11/2011. Centre Customer Care 10 Week Performance
Centre Customer Care 10 weeks Increasing use CC Customer Care Handled Careline Ans CC Customer Care Aban VSS CC Customerof Voice Care Self ASA Service solution. 35000 700 Significant reduction of 30000 abandoned calls. 600 25000 500 20000 400 Significant improvement 15000 in average speed to 300 answer calls. 10000 200 5000 100 0 0
Care Programme Technology went live on 1st October 2011. 03/10/2011 10/10/2011 17/10/2011 24/10/2011 31/10/2011 07/11/2011 14/11/2011 21/11/2011 28/11/2011 05/12/2011 22 City Link Customer Care – The Transformation
11,324 depot calls overflowed and The Depot Customer Care Teams were answered in a neighbouring also answered over 6,000 contact Q4 2011 depot instead. centre overflow calls in December.
• 95%+ calls answered daily • Full data on calls and performance • Dedicated customer care web portal • 95% of web contacts responded to within 4-8 hours • 24/7 voice & web self service available • Full customer care insight on process and driver adherence failures • Full Call Recording & QA in place • Direct customer feedback across Over 486,000 calls have been answered web and phone channels across Contact Centres & Depots within the new Avaya solution, but even so the local • All customer issues raised depot calls were protected and Account received a response Customers were well served over Christmas. 23 Company wide CRM – Single Integrated View of data Did Not Try to Let’s now check our Internal Deliver the systems against Parcel ! this Customer Complaint. Driver Mobile Device (MC70) Carding photograph can be checked. Not a Front Door !! Driver GPS Carding By Driver 198 location v Delivery Out of Depot 57 Address location can be checked. Not the right location !!
Possible False Carding event
Solve the Problems – Fix the Causes 24 And finally…
Social Media is growing at an incredible rate. Billions of postings every day. Sales & Service will need to adopt solutions very quickly.
70% of the Global Internet 36% of people have posted Population use Social negative comments about a Networks. brand on social networks.
Less than 15% have been contacted after posting 82% of customers will stop negative comments about a doing business with a company. company because of a negative experience.
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