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Asia Pacific
Vitalising Person-to-Person
Contact in Customer-serving
Relationship
Choon-Neo Siow, Ton Voogt, Charissa Tan
OD Network 2013 Annual Conference
October 5-8, 2013, San Jose
This presentation has been prepared for the OD Network 2013 Annual Conference attendees. Whilst every
effort has been made to ensure accuracy, this presentation is not an exhaustive treatment of the area
discussed and no responsibility for any loss occasioned to any person acting or refraining from action as a
result of material in this presentation is accepted by FedEx Express.
2 October 5-8, 2013
FedEx Asia Pacific Facts
Began Operations : 1984
Headquarters : Hong Kong
Regional Headquarters : North Pacific: Tokyo, Japan
China: Shanghai, China
South Pacific: Singapore
Principal Officer : David L. Cunningham, Jr., President
Employees & Contractors : Over 18,000
APAC Hub : Guangzhou Baiyun International
Airport in Guangzhou, China
Countries & Territories Served : More than 30
Number of Flights Operated : More than 400 flights per week
Vehicle Fleet : More than 3,900
Aircraft : B777F, MD-11, A300 and A310
ODN 2013 Annual Conference
San Jose
3 October 5-8, 2013
APac Customer Service Evolution
ODN 2013 Annual Conference
San Jose
1984-1988
• Opened call centers in Hong Kong, Tokyo, Singapore
• < 100 Reps
• PABX or basic ACD telephone systems
1989-1998
• Opened call centers – Australia & New Zealand (1989), Taiwan (1990), Malaysia (1993), China (1997), Osaka (1998)
• Toll-free lines
• ACD telephone systems
1999-2008
•Opened call centers – Thailand (1999), Korea (2000), China Domestic (2006) •Call centers consolidation – Malaysia, Japan •Voice over IP / CRM type telephone systems •Invoicing calls •Centralized CS organization •Introduced call quality programs
2009-Present
• Opened Philippines call center (2013)
• 14 call centers in Asia Pacific
• 1,200 Reps (2013)
• Integrated enterprise telephone systems
• On-line chat
• Revenue generation calls
• Launched ACE in 2013 (pilot in 2012)
4 October 5-8, 2013
Challenges in the Call Centre … new VP’s point of view
High turnover rate
– Job stress
– Nature of work
– Pay
Customer interaction needs to
be improved
– Robotic
– Passing on calls to solve
customers’ problems
Service level fluctuates
– Customers frustrated
– Brand image affected
ODN 2013 Annual Conference
San Jose
5 October 5-8, 2013
Dialogue with CS Senior Management … their point of view
ODN 2013 Annual Conference
San Jose
Issues are complex
Span of Control
(Team leaders)
Call Flow
(Call segmentation)
Pay Structure
(Job grades)
Employee Training
(Soft-skills)
6 October 5-8, 2013
Revitalised Mission for the CS team
To be the market leader in customer service amongst our main
competitors in Asia Pacific
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San Jose
Improve Customer Experience
Improve CS’s capabilities in call quality and problem-solving expertise
Achieve First Call Resolution
7 October 5-8, 2013
Customers Feedback … MOT survey reveals a gap
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30%
35%
40%
45%
50%
55%
Accuracy
30%
35%
40%
45%
50%
55%
30%
35%
40%
45%
50%
55%
Courtesy Rep Satisfaction
“Give us more soft-skills training!!!”
Soft-skills training = Better CS performance (REALLY?)
8 October 5-8, 2013
The Missing Link … work of the heart!
CONNECTING TO
CUSTOMER
VS
INTERACTING WITH
CUSTOMER
Must be more personable
Work of the Heart!
ODN 2013 Annual Conference
San Jose
A strategic project vs a training course
From
To
9 October 5-8, 2013
Assessment and Feedback Misaligned with Goal
Call reps want to serve but
hampered by measures and
feedback
Managers focus on technical
aspects in interacting with
customer as a way of achieving
quality of service
ODN 2013 Annual Conference
San Jose
Management’s misconception:
Accuracy + Courtesy = Excellent Service
Call Quality Monitoring Form RATING:
Assessor: Agent : 1 Unacceptable
Assessment Date: Month: 2 Acceptable
Coach Name: Call Center: 3 Outstanding
Coaching Date: N/A No opportunity to demonstrate skill
Call Type Pickup
Part A 1st call Resolution (50%) Rating
(1,2,3) 2
Part B Soft Skill (50%) Rating
Part A 1st Call Resolution (1,2,3) 2.3
Part B Soft Skills (1,2,3) 1.8
Total (1,2,3) 2.1
9. Emotional Control Skills (10%)
(1,2,3) 2
(1,2,3) 2
(1,2,3) 2
8. Call Control Skills (10%)
7. Speaking Skills (10%)
(1,2,3) 1
6. Listening Skills & Human Touch (10%)
(1,2,3, N/A) N/A
5. Courtesy (10%)
(1,2,3) 2
4. Problem Solving Skills (12.5%)
Observation Note
3. Taking Appropriate Action (12.5%)
2. Thoroughness (12.5%)
(1,2,3) 3
1. Accuracy (12.5%)
(1,2,3,N/A) 2
2 key strengths in this call
2 key areas of improvement in this call
Show ownership and use of empowerment
Follow proper procedures
Follow up and gain customer confidence (I FOLLOW)
Volunteering to go extra mile
Work with caller to achieve best outcome
Refer to superior only when necessary
Say "no" politely when necessary
Proper Opening & Closing
Address customer by name/appropriate title
Use proper transfer & hold procedures
Offer apologies if appropriate
Capture information without making customer repeat
Not make assumptions and interrupt customer
Use active listening responses & reflecting phrases
Show empathy if appropriate
Paraphrase
Explain action
Use polite language & proper/pleasant tone
Tailor conversation to suit customer's needs
Express information/intentions clearly and confidently
Sound warm, friendly, cheerful, helpful, patient and sincere
Use appropriate rate of speech
Use all resources to handle requests
Willing to double-check
Promote products and services
Provide necessary information to close transaction
Follow prescribed call flow
Ask relevant questions and give information quickly
Steer conversation to main purpose of call
Show no signs of impatience and irritation
Allow customer to air his/her grievance
Maintain enthusiasm
Willing to be of service consistently
Not criticize company or co-workers
10 October 5-8, 2013
Designing ACE … seeking a remedy … behind the scene
Use two theoretical frameworks for Work of the Heart
– The Dialogical Self by Hermans (2012)
– Person-centredness by Rogers (2007)
Redesign the call quality assessment to be more goal-congruent
Use actual calls to initiate discovery and convince self that
connection to customer is more than interaction with customer
Train managers to coach for future, not what went wrong but what
would make a better customer connection
ODN 2013 Annual Conference
San Jose
11 October 5-8, 2013
The Dialogical Self … aligning self to customer experience
What does making contact with
customers through the phone
mean to you?
What’s in it for you to make
contact with customers via the
phone?
ODN 2013 Annual Conference
San Jose
To revitalize the call rep’s heart to serve customers
Where do I put “I as serving
customer in my self space”?
Where is “I as understanding
customer” in my self space?
Where is the statement “Me as
accepting customer behaviour
as it is” in my self space?
To establish the “I” in customer-serving job
self
self
I love
to help impatient
mother
12 October 5-8, 2013
The Person-centred Approach … connecting with others
ODN 2013 Annual Conference
San Jose
AUTHENTICITY
EMPATHY
POSITIVE REGARD
POWER
13 October 5-8, 2013
New Call Quality Assessment
Focused on person-
centredness for connectedness
More leeway is given in
judging technical competence
Coaching area must be well-
specified
Overall assessment is a
combination of connectedness
and technical competence
Exemplary performance is
rated with and performance
below the mark is rated with
letters rather than numbers
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San Jose
14 October 5-8, 2013
Call Analysis
ODN 2013 Annual Conference
San Jose
Little John – poor call; 2min 51sec
Kitty – good call; 2min 58sec
15 October 5-8, 2013
Help managers learn to identify
coaching focus and give feedback
effectively through role plays,
mimicking and mirroring exercises
Coaching Reps to Connect to Customers
Connect to your Rep
Less is More
Ask Powerful Questions
1
2
3
16 October 5-8, 2013
In Essence … ACE introduced a new way of thinking and doing
Gave new meaning to old
language
Expanded vocabulary for
emotion words
Analysed scripts differently
Gave permission to deviate
Trained to ask powerful
questions
Used different symbols for
success
ODN 2013 Annual Conference
San Jose
17 October 5-8, 2013
Expressing Emotions; Expanding Vocabulary
ODN 2013 Annual Conference
San Jose
18 October 5-8, 2013
Recharging Seniors to Vitalise Others … top down
2-day ACE investment in
Bangkok
– Align self to customer-serving work
– Analyse calls and understand how
to use the new call quality form
– Calibrate for shared understanding
– Coach seniors to coach
Personal involvement in
change
– Draw up communication details
– Co-facilitate ACE workshops
– Keep track of MOT data
– Sustain effort post-ACE with
stories and more
ODN 2013 Annual Conference
San Jose
19 October 5-8, 2013
Feedback on ACE Workshop
ODN 2013 Annual Conference
San Jose
“You should know that all I hear is that ACE is offering a
real opportunity to improve call center customer
experience. “Everyone” wants your product. Well done!”
~ Vice President, HR
“My job is not just taking calls, but talking to customers to find out
their true need” ~ CS Specialist
“I believe behaviors can be changed by
connecting to reps first and showing
empathy, positive regard and authenticity”
~ CS Manager
“I have been in CS for 15 years and this class has opened my eyes to
observe customer experience in a different perspective”
~ Participant
“It’s a very interesting workshop where our thoughts
are challenged to think of emotions and
psychological aspects of customer relationships
~ Participant
“This is the
missing link!” ~ Senior Manager
20 October 5-8, 2013
Preliminary Results
ODN 2013 Annual Conference
San Jose
FY13H2 Jun'13 Jul'13 Aug'13
JP
FY13H2 Jun'13 Jul'13 Aug'13
KR
FY13H2 Jun'13 Jul'13 Aug'13
TW
FY13H2 Jun'13 Jul'13 Aug'13
ECN
FY13H2 Jun'13 Jul'13 Aug'13
SCN
FY13H2 Jun'13 Jul'13 Aug'13
NCN
FY13H2 Jun'13 Jul'13 Aug'13
DXP
FY13H2 Jun'13 Jul'13 Aug'13
BKK
FY13H2 Jun'13 Jul'13 Aug'13
ECCC
FY13H2 Jun'13 Jul'13 Aug'13
APAC
FY14
Goal
21 October 5-8, 2013
LEAVING YOU WITH
THOUGHTS ON INNOVATION
The END
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San Jose
22 October 5-8, 2013
References
ODN 2013 Annual Conference
San Jose
Hermans, H. (2012). The Dialogical Self. Handbook for the Dialogical
Self.
Rogers, C. (2007). The necessary and sufficient conditions of
therapeutic personality change. Psychotherapy: Theory, Research,
Practice & Training, 44(3), 240-248.
Wazlawick, P & Beavin, J. (1967). Some formal aspects of
communication. American Behavioral Scientist, 10(8), 4-8.