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High Performance Marketing
Conference 2012
High Performance Marketing
Conference 2012
Agenda
• Customer Care legacy
• The momentum to change
• Service transformation
• Co-sourcing
• Results
High Performance Marketing
Conference 2012
Customer Care
• Passenger & baggage complaints
• Compensation and claims
• Last resort of help
• Various incoming channels
• Marketing Function
• Value driver: Repurchase intention
Customer Expectations
Customer Power / EU Regulations
Unforeseen Events
(e.g. Snow)
KLM Customer Care
Non-scalable supply Informal control
The Challenge
High Performance Marketing
Conference 2012
High Performance Marketing
Conference 2012
The Event That Changed Everything
High Performance Marketing
Conference 2012
The Pain
• 13.000 files in backlog, over 3 months waiting time
• Continuous escalations to board of directors
• Accenture Business Solutions stepped in ...
High Performance Marketing
Conference 2012
Visit to Ageas Millenium BCP
High Performance Marketing
Conference 2012
The Former State of Business
Incidents proactively managed:
• Core processes proactively managed
• Service KPI driven, continuous improvement
• Moderate Customer Insight
Informal
+
-
Today
Basic
Advanced
Innovative
Customer Care
Excellence
Customer
Centric
+ Operational
Excellence
Customer
Insight
Excellence
Customer recovery & loyalty focus:
• Claims management operational excellence
• Solution robustness facilitates scalability
• Moderate continuous improvement
Predict customer behavior:
• Identify potential service issues & inform clients pro-actively
• Provide a differentiated service for the customer
• Align compensation provided to customer expectations
Service informal, non-customer centric:
• Lack of insight into drivers, metrics, use of customer insight
• Reactive, defensive, strict service, strong focus on policy
The Ambition
High Performance Marketing
Conference 2012
High Performance Marketing
Conference 2012
The Vision
“KLM Customer Care consistently delivers an excellent service experience to ensure customer recovery.
We are accessible, recognize and trust our customers, are attentive to their needs and are empowered and motivated to offer them the most relevant solution – at all times and at their convenience.
We appreciate their feedback as it enables us to improve our service.”
Horizon II Build a solid foundation
Horizon IV Customer insight excellence
Serv
ice
exce
llen
ce
Customer care maturity
Process optimization
Organization
Enabling IT Performance
management (‘rhythm of
success’)
CCNL 2010
Co
nsi
sten
t
Basic, informal
Ran
do
m
Horizon III Customer centric operational
excellence
Horizon I Stabilize & short term
impact
~ 2011 ~ 2012 - 2013 ~ 2014
The vision
Q1-2011
High Performance Marketing
Conference 2012
Ensure engaged staff
Key Performance Indicators
Effective customer Recovery
Efficient & with engaged people
Ensure effective
resolution
Maximize responsiveness
Maintain Hygiene
Ensure efficient
resourcing
Fin
ance
C
ust
om
er
Pro
cess
H
um
ans
Maximize ROI
Ensure happy customers
Maximize accessibility
Meet service standards
Reduce cost/claim
High Performance Marketing
Conference 2012
Process
Enabling IT
Rhythm
of
Success
Organisation
The Key Building Blocks
High Performance Marketing
Conference 2012
Optimize web form
1
Increase accessibility
2
Quick reference cards intake
4
Segmentation grid
7
Core process re design
8
Core IT upgrade
Fraud detection
9
11
Impact of the Change
Employee performance mgt
12
Behavior/ engagement
New organization/ roles
14
15
Forecasting/ planning
16
Quality Assurance
17
Operational performance mgt
18
High Performance Marketing
Conference 2012
Sourcing
19
15
Segmentation Grid
FB TIER SOORT CASE CASE TYPE CASE COMPLEXITEIT CASE GEVOELIGHEID
WHO WHAT
White wing Vraag Bagage N/A
Multiple
Offline Compliment Airport Directie
Ivory Claim After-journey Escalatie
Silver Klacht Delay Mediagevoelig
Gold In-flight Schrijnend
Platinum Pre-journey Medisch / Injury
< 20 = General ≥ 20 = High-value
High Performance Marketing
Conference 2012
CO
RE
Process Design
INTAKE PROCESSING FULFILLMENT
NO
N-C
OR
E
Scanning Enrichment
Segmentation Allocation
GENERAL HANDLING
HIGH-VALUE HANDLING
Payment Preparations
NON CASH ITEMS B
OUTBOUND CONTACT
OUTBOUND CONTACT
High Performance Marketing
Conference 2012
A
High Performance Marketing
Conference 2012
Co-sourcing with Accenture
• Flexible, inhouse sourcing
• Energetic & professional
• Cost per claim contracting
• Improvement incentive
• Forecasting is essential
High Performance Marketing
Conference 2012
The Results
• 80% of all claims handled within 24 hours
• 8% increase in repurchase intention
• 50% productivity improvement
• Major increase staff happiness and pride!
• Continuous improvement in place
High Performance Marketing
Conference 2012
Lessons Learned
• Change requires pain and momentum
• Big hairy audacious goals set the right scene
• Outsourcing is not about black or white
• Customer value can be found nearby
High Performance Marketing
Conference 2012
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