Enabling Customer Centric Capabilities in the Front Lines

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Information about Enabling Customer Centric Capabilities in the Front Lines
Business & Mgmt

Published on February 18, 2014

Author: gronems

Source: slideshare.net

Description

Presentation originally delivered at the 2013 Allegiance VOC Fusion conference illustrates how impactful front line customer care agents are on business performance, and what steps can be taken to maximizing business performance through agent VoC, coaching, development, and performance management.

Key Objectives • Demonstrate the impact of CX on your business • Show the influence of agent interaction quality on CX • Teach you steps for maximizing business performance through agent VoC • Provide instruction beyond coaching and performance management

Our Experience Shapes Our View • Operational focus vs. customer experience or relationship focus • Lack of investment in technology, process, training and resources • Introduction of non-standard processes to capture additional revenue • Transfer support requirements to the customer under the guise of “Self Service” Have you heard this one…

Customer Experience Spiral © 2013 Customer Centered Strategies, L.L.C. All rights reserved.

Customer Experience Drives Revenue of consumers are willing to pay more money for better customer service. 66% (Amex, 2012 Global Customer Service Barometer) of consumers claim that they have spent more money for better customer service. 75% (Amex, 2012 Global Customer Service Barometer) Companies that rate higher than the peers as measured by the American Customer Satisfaction Index have market caps up to double their industry peers (Contact Babel, US Contact Center Decision Makers Guide 2013)

How Bad Customer Experience Can Destroy Your Business 55% of people who intended to conduct a business transaction or make a purchase but decided not to based on a poor customer service experience (AmEx, 2012 Global Customer Service Barometer) 89% 83 Billion of customers stop doing business with an organization after a single bad experience (Right Now and Harris Interactive Customer Experience Impact Report 2011) Poor customer service costs American businesses $83 billion dollars a year in lost profits (Genesys & Datamonitor/Ovum, The Cost of Poor Customer Service: The Economic Impact of the Customer Experience in the U.S., 2009) © 2013 Customer Centered Strategies, L.L.C. All rights reserved.

So… How Are We Responding? 80% of companies believe they deliver a superior customer service, but only 8% of their customers agree (Bain & Company, Closing the Delivery Gap, 2005)

Front Line Agents Significantly Influence Customer Experience 33% leave because of rude customer service people (AmEx, 2012 Global Customer Service Barometer)

The Difference for Customers Customer Situation Re-Purchase Probability Product with NO problems Product with problems and an ineffective Customer Care Center Product with problems and an effective Customer Care Center Source: Benchmark Portal Inc. / Purdue University 78% 32% 89%

Big C vs. Little C What's the Difference? • CSAT is the sentiment a customer develops with your company as a result of the end to end experience they have with you • cSAT is the sentiment a customer develops with your front line agents © 2013 Customer Centered Strategies, L.L.C. All rights reserved.

Creating VoC for the Front Lines Leverage transactional surveys with specific agent quality questions Survey launch by the CRM, not the agent Track VoC to individual transaction and agent Holistic program for customer response

Using Agent VoC for Performance Management Define customer facing metrics that matter Establish metric baseline for agents Create target objectives / metrics for agents Employ balancing metrics

Using Agent VoC for Coaching Leverage agent VoC as a motivator Employ public recognition Establish critical thresholds that when breached required immediate coaching or corrective feedback Conduct periodic performance reviews that include agent feedback

Agent Training Implement Training Programs That Create Stellar CX

Anything Else Getting in the Way? Customer think, Customer Experience Research Results and Actionable Take-aways, 2013

Additional Steps to Improved Agent Interaction CX Understand root causes of agent performance and behavior Provide agents with necessary tools and automation required to meet customer and business expectations Obliterate inconsistent structures, departmental goals and incentive systems Leverage change management to create a customer centric culture at all levels

Customer Experience Transformation Winning through customer experience

Contact Us Shannon Gronemeyer Shannon@CCSdelivered.com 1-888-208-2234 Ext 10 www.CCSdelivered.com

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