Placing people at the heart of your successful multi-channel contact strategy

© Echo Managed Services Ltd 2014© Echo Managed Services Ltd 2014© Echo Managed Services Ltd 2014

Placing people at the heart of your successful multi-channel contact strategy


As an industry we say…

“We put customers at the very heart of our business.”

© Echo Managed Services Ltd 2014© Echo Managed Services Ltd 2014© Echo Managed Services Ltd 2014© Echo Managed Services Ltd 2014© Echo Managed Services Ltd 2014© Echo Managed Services Ltd 2014

Then employ all this technology to avoid talking to as many of them as possible


Learning the lessons all over again

• We treated call centres as an afterthought• We tried to find a cheaper way to do things• And of course we’re still chasing after the next big thing

“Your call is very important to us…”


But whoreally cares about all this technology?• Of course tech is important• But technology should just be the enabler• It’s not technology that wins customers over


It’s people that make the difference• Technology doesn’t care about people• It’s people that care about people• For empathy and understanding you need a human touch• It’s your advisors that make the difference• The telephone is a great “queue jumper”


Freeze & thaw of Christmas 2010

• Thousands of customers affected by no water and frozen pipes

• We received more than the average number of annual calls in one day

• Despite immense pressure, our staff went above and beyond to support customers

UK WATER COMPANY CASE STUDY


Repeating the same mistakes

• ‘I’m sorry but the system won’t let me do that’• ‘We can’t help, you need to contact the Accounts

department’• ‘Please wait, the system’s running slow today’


Our customers know better

• Customers now EXPECT exceptional customer service

• Processes may hinder great service delivery• Once the technology is right, exceptional

service is essential in achieving customer loyalty


Putting people first


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The blood swept lands and seas of red, where angels fear to tread


Developing a real customer understanding• We needed to be up and running with just a week’s notice• 15,000 orders in the first two weeks of the project• Call volumes peaking at around 6,500 contacts a day• Many customers looking to make dedications and

remember those that had fought in wars• Our advisors needed to show empathy and sensitivity


Partnering RAF Careersfor over 10 years• We’ve always invested in our team of multi-channel advisors

and the tools we need to help the RAF optimise its recruitment process

• We get to know the candidates• We can identify whether applicants are actually ready for an

available position – or whether they need to be logged for future actions

• This level of close engagement needs smart advisors that care about the process


Using the right channel for the right task• We think it’s important that the same group of advisors

supports RAF candidates and prospects across all channels• Our advisors have built up an amazing level of knowledge

and we need that expertise to be available regardless of the channel

• We believe that it’s important to offer consistency as RAF candidates move through the various channels as they follow the recruitment process


Continuous Improvement as a way of life

• Successful multi-channel customer engagement is all about deploying the right channels for the right customers at the right time

• Stay on top of current industry best practices


Re-professionalisingour contact centres

• If the rest of the business doesn’t take the contact centreseriously then your chances of building true customer engagement will always be limited


Re-professionalising our contact centres


Customer Service comes full circle

• Truly engaging with citizens means always having the right people and processes in place

• People you can trust to treat customers in the way they deserve

• And processes that don’t get in the way of what they want to achieve


• Empower your contact teams to keep customers happy• Make it as easy as possible for your customers• Be smart about the channels that you’re using• Get your metrics right, and act on your feedback• And only then, start putting your technology to work…

Five key steps that can help you evolve towards more effective service delivery


Thank you.Any questions?

Date post:	23-Jan-2018
Category:	Business
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Placing people at the heart of your successful multi-channel contact strategy

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