Published on March 3, 2014
Call Center World 2014, Europe Driving Customer Satisfaction through Corporate Culture Gearing up for the Multilingual Gen Y in Global BPO CCW 2014, Europe February 19, 2014 Jeffrey Puritt President, TELUS International @TELUSint telusinternational.com | telusinternational-europe.com
Our parent company: a full service telecommunications provider & global leader in telecom financial strength Top 500 global brand worth over $3.6 billion (2.66 billion EUR) - Brand Finance $11.3 billion (7.5 billion EUR) in annual revenue Over 13 million customer connections spanning wireless, data, Internet, TV 13 consecutive years – Dow Jones Sustainability World Index 2 Top 10 Most Admired Corporate Cultures World’s Top Philanthropic Corporation
Nevada, USA Philippines Romania / Bulgaria & UK 1,200 workstations 3 sites 7,500 workstations 5 sites 1,500 workstations Guatemala El Salvador 4 sites 6,000 workstations 3,000 workstations TELUS International Over 16,000 highly-engaged team members Customer support solutions in over 30 languages 3Serving the world’s largest brands
Global delivery, local expertise TELUS International Europe – “one stop shop” for BPO in Europe Bulgaria Romania 20,000 employees working in call centers and BPO 35,000 employees working in call centers and BPO 10,000 graduates every year with skills suited to the outsourcing industry 23,000 graduates every year with skills suited to the outsourcing industry Including: 4 20 clients served in German, 7 of them with headquarters in Germany
Insights & Trends Big shifts are underway Generation Y is a game-changing force: Generation Y will be nearly half (50%) of all U.S. workers by 2020 Generation Y is 80% of our workforce at TELUS International Consumers are mobile: Social media is expected: Within 5 years, social media interactions at call centers will be equal to the number of voice interactions (DMG Consulting) Brands realize the value of culture to attract & serve customers 5 By 2015, more U.S. consumers will access the Internet through mobile devices than PCs (IDC) Companies see the effect of behavior on performance – example: Zappos Culture Book – captures what culture means to employees
Insights & Trends How we see it What’s impacting customer satisfaction today? 1 Generation Y – the next big customer service & employee wave 2 Omnichannel service – access to brands in all channels at all times 3 Culture holds the key – brands need to stand out from the crowd 6
Trend 1: Generation Y The next big customer service & employee wave 1 Generation Y matters to business: Generation Y world population (ages 14-34) is just over 2.4 billion people Generation Y will be nearly 50% of all US workers by 2020 Generation Y is spending almost $200 billion (153 billion EUR) / year By 2017, Generation Y will have more spending power than any other generation The workforce is changing. Consumers are changing. 7
Trend 1: Generation Y Adopting the Generation Y mindset How do you hire & attract employees that communicate like this? “Omg jk!! LOL u kno ily. Nyway watchu doen 2nite? I g2g 2 din wit da rents but bbl. U hangen out?” Translation: “Oh my gosh I’m just kidding! Laughing out loud. You know I love you. Anyway, what are you doing tonight? I have to go to dinner with my parents but I’ll be back later. Are you hanging out?” 8 Tap into Generation Y communication trends – work socially. Video: http://youtu.be/OEtgkWV1oSM
Trend 2: Omnichannel Service Customers demand omnichannel service 2 Virtually ALL channels are growing (voice, email, chat, social) with customers creating more interactions than ever before Serve customers where they are, when they want, in the language they choose – consistently across all channels Case study: Customer support via voice & email Social media monitoring for Facebook & YouTube 22 languages 32 countries Over 100 agents Support for all client’s products 9
Trend 3: Culture! Brands need to stand out – but how? 3 Corporate Culture! Great companies are enabled by great corporate cultures Attracts & keeps the best people Makes emotional connections Creates memorable moments Encourages quality customer service 10
Trend 3: Culture! Why corporate culture holds the key? What we’ve found: A “Culture Value Chain” impacting top-line growth Top-Line Growth Higher NPS/CSAT Lower Attrition Agent Engagement Corporate Culture 11 Source: TELUS International & Frost & Sullivan, 2014
The Culture Value Chain The Culture Value Chain Culture = people Focus on attracting & retaining the right people to serve your customers: Generation Y serving Generation Y Gamers serving Gamers Economics Graduates serving Financial Clients Corporate Culture Invest in your frontline where happy, engaged agents = happy, satisfied customers Team members in Romania & Bulgaria 12
The Culture Value Chain Culture = community Build a community – not just a company Bring emotion into the workplace Measure happiness Our community walls around the globe 13 Corporate Culture
The Culture Value Chain Why culture matters? Agent Engagement: Happy, engaged employees = happy, satisfied customers “Our focus on putting customers first” – 91% “Respect for team members’ diversity” – 92% “Our role in the community” – 89% = Best Employer Status Source: Pulsecheck Survey, Aon Hewitt 2013 Best Employers 14 Agent Engagement
The Culture Value Chain Why culture matters? Lower Attrition Attrition: Tenured agents = efficient customer experiences 15 Attrition is expensive (recruitment, training, productivity lags) Our attrition is 50% below industry average
The Culture Value Chain Why culture matters? Higher NPS/CSAT Customer Satisfaction: “culturally aligned” teams/partners = better NPS, CSAT & more Top-Line Growth A customer-centric culture drives customer satisfaction 16
The Culture Value Chain In closing: create a culture with meaning Both consumers and employees want companies to stand for something bigger Video: http://youtu.be/JN OLh0PNDrA 17
Questions? TELUS International Europe – who are we? 1 500 Arbeitsplätze an 5 Standorten in der EU ONE-STOP-SHOP Servicemodell in 30+ Sprachen Kundenbetreuung der DACH-Klientel von 20 PartnerUnternehmen “DACH-Fit” : 300 deutschsprachige Mitarbeiter (30%) Spezialisierung auf folgende Branchen: e-Commerce, Touristik und Freizeit, Finanzdienstleistungen, BITKOM und Pharma Nehmen Sie Kontakt mit uns auf! Wir sind für Sie da: CCW, Halle 4, Stand C14
Danke! Connect with us! TELUS International Europe http://telusinternational-europe.com TELUS International http://telusinternational.com Philippe OUGRINOV VP, Sales, Marketing & Solutions, Europe Sofia | +359 88 600 88 64 firstname.lastname@example.org Jeffrey PURITT President, TELUS International Toronto, Canada René LÜDEMANN Director Sales & Business Development, Germany Düseldorf | +49(0)171-5550833 email@example.com Stefan ABADZHIEV Sales Manager, DACH Sofia | +359 894 37 77 14 firstname.lastname@example.org
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