Let’s Fix Customer Service!
Marty Marcinczyk Customer Experience Engineering
Images and design by Customers ARE “big deals” and we are demanding change in the way companies service us. How do companies keep up? Many organiza ons are trying to manage the 360° view of the customer Customer service is falling behind…
Globally, customer service organiza ons are failing to meet the needs and expecta ons of consumers as they adopt mul ple contact channels and technologies to suit their lifestyles.
Customer service is not keeping up with consumer’s dynamic needs due to: • Siloed cross channel interac ons • Inconsistent customer experience • Disparate and unmanageable data • An quated call center metrics
Interac on amnesia – silos & mul -experience
Very few companies have a coherent strategy for managing this omni-channel world without losing the context of different interac ons and their history.
front web Mobile Video Social IVR chat agent counter tech sales store We need to find new ways to differen ate our services, and the customer experience is a huge part of that differen a on
In fact, a redefined experience is part of the “Comcast Credo” “Comcast will deliver a superior experience to our customers every day. Our products will be the best and we will offer the most customer-friendly and reliable service in the market.”
Our promise is made real through: The Customer’s Experience “We want our customers to be amazed with the choice Comcast offers, excited by the innova on Comcast provides and sa sfied with the service and reliability of every interac on with Comcast.” Product growth
1963 - Company founded with purchase of a cable system in Tupelo, MS.
1996 - launched first Broadband product
1996 - formed Comcast Spectacor
2002 - acquired AT&T Broadband
2005 - launched Digital Voice
2006 - launched Business Services
2010 - launched xfinityTV.com and xfinty mobile app
2011 - launched xfinity home
2011 - Comcast and GE completed their transac on to form NBCUniversal, LLC
Product growth
1963 - Company founded with purchase of a cable system in Tupelo, MS.
1996 - launched first Broadband product
1996 - formed Comcast Spectacor
2002 - acquired AT&T Broadband
2005 - launched Digital Voice
2006 - launched Business Services
2010 - launched xfinityTV.com and xfinty mobile app
2011 - launched xfinity home
2011 - Comcast and GE completed their transac on to form NBCUniversal, LLC Customer growth
22+ Million television customers
17+ Million high-speed internet customers
8+ Million digital voice customers
& many more through our other entertainment products That scale means we power a tremendous number of customer interac ons across the customer lifecycle… Customer Service Transactions & Product Transactions (Daily) Interactions
• 15M+ OnDemand Views from “30K • 40M/day Customer Billing Transactions Choices” • 4M/month Electronic Payments • 7200+ Hours of Linear Programming • Approx 1M phone calls per day • 142M+ Phone Calls Completed • 15k/day truck rolls • 12M+ Voicemail Received • 30k/day chats • 136M+ eMails Delivered • 11M online customer transactions • And much more… • Tens of thousands of social transactions per month • And many more…
And our customers are demanding op ons to interact at their convenience. Those interac ons come from more and more channels, and as technologies evolve customers expect a seamless conversa on. The challenge…. • Siloed cross channel interac ons • Disparate and unmanageable data • An quated call center metrics: • Disjointed “conversa ons” performance (ex: AHT) & quality • Inconsistent customer (ex: FCR) experience
A customer journey…
Front sales mail IVR agent web store chat counter Social tech Mobile Video
mailer TV Ad Product Awareness info Google users search
order packages Ac va on Self install Pay bill Pay bill Ac va on upsell E-bill Usage Pay bill receipt PPV repair Trouble- repair shoot repair Maintenance repair
Change Service upsell What do we need to do about it…
Drive a consistent customer experience through integra on… Customers expect it. Change our interac on models to reflect: • Fully integrate systems through service, products, and real- me repor ng to provide a consistent experience and enable a blended omni-Channel “First Contact Resolu on”/Net Promoter Score (NPS) metric
• Consistent design across all channels
• Consistent informa on available across all channels and products Partner with companies to push the evolu on of the experience We s ll have a long way to go…so what is the answer? Customer Service & Communica on companies say SIP and Collabora on • “SIP is to collabora on as TCP/IP is to the web” • Focus: Collabora on, Mul -Channel Rou ng, and Real- me monitoring CRM companies say cross-channel CRM • Focus: Mul -Channel, Social, Intelligent Content and Data availability Analy cs companies say Big Data • Focus: Mul -Channel Analy cs The truth is...we need: • Integra on of all three • Blending of product transac ons and service interac ons • Easy integra on to exis ng products • A new blended NPS and “first contact” resolu on metric Thank You