Want to Redesign Your Contact Centre Offer to a Multi Channel Offer
Donna MiddletonDirector of Customer ExperienceHome Group LTD
The Vision
Front OfficeCustomer and Client
Service Centre
Satellite offices providing face to face access
Front line teams with enabling technology to provide at home service
Single Point of Contact
Range of Access
ChannelsFast and
Convenient
One and Done
Service Excellence
CUSTOMERS
Customer Choice
Information into
Intelligence
Real time perf’ management
Consistent Service
Skilled & Knowledgeable
team
Standardised Processes
Enabling Technology
Deliberate Experience
SERVICE
DELIVERY
Customer Promise
• Easy to do business with: offering choice and flexibility, building sustainable relationships and communities
• The service will deliver greater consistency and customer service excellence with skilled and knowledgeable customer services staff supported by standardized processes and enabling technology e.g. Knowledge tool and CRM to achieve high levels of customer fulfillment at first point of contact.
• The channel strategy supports the delivery of knowledge through improving knowledge and ensuring the customer is sign posted to the right channel and or person with the right skills to resolve their enquiry at the earliest point of self serve
• The “Art of Conversation” Curiosity – Invest in the conversation and recognize and reward the customer insight your front line agents bring to the party.
Our Future Strategy-Why go there
• New lower cost channels online• Efficient and productive CSC teamChannel Shift
• Respond to customer demand for online options• Respond to growth in smart phones• Move more knowledge online
Multi-channel customer experience
• Use our scale to offer world-class contact centre capabilities• Enterprise platform allows productivity efficiencies that can be
offered to othersScale
• Single feedback system across all channels• A consistent metric score across all channels• New knowledge gathered from real enquiries
Listen to the customer
Social Live Web Knowledge Call TrackMailWeb/mobile apps
Adap
ters
Multi Channel Customer Interaction
Phone
Call Tracking
Unified Desktop
Case Records
Knowledge Base
Business Component
sWorkflows Analytics
integration with third-party
systems
CTI
DATA
CONTENT
Browse
Search
Guided Help
Web chat
FAQ
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Browse
Phone
Guided Help
FAQ
Letter
Fax
SMS
Communities
Forums
SocialNetworks
Chat
Co-Browse
Offer
Service Management Platform
Search
Technical Architecture-supporting the customer journey
• Real time data and analysis across multiple systems (One view)
• Drill down to manage by exception (Operational efficiency)
The desired outcomes
• Actions can be taken immediately and close to the event/issue (Responsive/flexible)• Insight capability across all channels, phone, email, chat, agent knowledge, web knowledge, SMS and mobile (Identify Big ticket Items)• Home group will see, act and focus on high impact customer service drivers (Improved RCA- Treat cause not the symptom)
The desired outcomes
The Insight Prize
• I need to know
• I need to do
• I need to fix
The Customer Journey- Low Effort
Questions