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8/9/2019 Customer Service Life Cycle - How to link customer experience across the customer buying & using lifecycle
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Customer Services
What is the role of Customer Service,
and how do organisations achieve
Customer Loyalty, cost effectively?
Martin Summerhayes
8/9/2019 Customer Service Life Cycle - How to link customer experience across the customer buying & using lifecycle
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8/9/2019 Customer Service Life Cycle - How to link customer experience across the customer buying & using lifecycle
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2009 Customer Services Martin Summerhayes
Customer Experience
CONSISTENT QUALITY
Consistent delivery on support commitments Rapid access to technical assistance
Knowledge of customer.
Consistent, effective escalation management.
Fix it right the first time
Problem prevention
Resolution follow-up Action on service event failures
End-to-end ownership
Expanded involvement
Support partnership alignment
PASSIONATE ATTITUDE Relationship management
Contextual problem-solving and collaborative interactions
Sense of urgency
Customer development
8/9/2019 Customer Service Life Cycle - How to link customer experience across the customer buying & using lifecycle
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2009 Customer Services Martin Summerhayes
Integrated touchpoints - web, e-
mail, phone
Customer can
return faulty
products to any
store
Select Access Customerexpectations are
always set
(waiting time)
Through the
phone, the choice
of being called
back is given, to
avoid waiting time Warm transfer
to 3rd parties
( non-LG related
issues, onsite
dispatch)
Interact All supportepisodes are
considered
positive by the
customer & agent
and handled with
professional
empathy
Ownership untilresolution
At anytime, a
Customer can
request support
uplift
Solve Always have asolution, if not,
compensate the
Customer
Support is not
withheld if
entitlement cant be
validated - solve 1st,
resolve laterFast break/fix
solutions ( do not
repeat the same
diagnostic test)
Warm transfer to
3rd parties ( non-LG
related issues, onsite
dispatch)
Closed loop
Always makesure the
Customer is
satisfied before
closing the case
Always follow
up with customer
afterwards if the
Customer agreed Use the
knowledge
gained from the
event to improve
the experience
and also improve
knowledge base
Integrated Services Delivery across lifecycle
SPEED EASEVALUE TRUST ADVOCACY
8/9/2019 Customer Service Life Cycle - How to link customer experience across the customer buying & using lifecycle
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2009 Customer Services Martin Summerhayes
Customer Services Experience
The Customer Service ExperienceThe Customer Service Experience
AppliancesMobileComms.
BusinessSolutionsEntertainment
Differentiated by product,GTM, customer segment
Combination ofpeople, process and technologythat can deliver the customer
service experience
Consumer B2B
Select Access Interact Solve Closed loop
8/9/2019 Customer Service Life Cycle - How to link customer experience across the customer buying & using lifecycle
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2009 Customer Services Martin Summerhayes
6
Service as a Profit Enabler?
Services can be a non-profit, loss leader, or, can be an
additional revenue generator, by:
Profit Enabler:
Assisting in the Cross Sell & Up Sell of products
Renewal of existing products through
the lifecycle
Helping to balance product cycles
Call Centre up selling
Premier services
Same Day service for TVs
Same Day service for Appliances
& Air Conditioning units
An increase in customer retention of just5% can boost profits 25-85%
8/9/2019 Customer Service Life Cycle - How to link customer experience across the customer buying & using lifecycle
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2009 Customer Services Martin Summerhayes
Customers Services & Market Perception
4.
Organisation
Structure
2. Processes
&
Information
3.
Culture
&
BehaviourEconomies
CompetitionCustomerExpectations
OtherExternalFactors
CustomerCustomer
ExperienceExperience
1. Quality
Market PerceptionMarket Perception
8/9/2019 Customer Service Life Cycle - How to link customer experience across the customer buying & using lifecycle
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2009 Customer Services Martin Summerhayes
1. Quality of Service
Meeting the SLA is important but user perception of the service is critical
Metrics to improve customer experience:
First Time Fix (FTF)
Customer Satisfaction for events
Customer Loyalty tied to brand image
Service performance strongly influences user perceptions and their
general attitude to LG products
Improving customer insight: Capture and maintain the right information.
Make the information available where and when its required
Developing the right channel mix: Enable delivery through multiplechannels
Product and Service Design: Enabling customer feedback on
product design. New Product Introduction, Service Life and End of Life
8/9/2019 Customer Service Life Cycle - How to link customer experience across the customer buying & using lifecycle
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2009 Customer Services Martin Summerhayes
THE PRINCIPLES OF QUALITY THINKING
2. Processes - SHIFT TO THE LEFT
SHIFT TO THE LEFT achieves cost benefits because it eliminates waste,
puts permanent fixes in place and optimises service delivery
Pence perproblem
~ 1p per click
Pounds per problem~ 500 per event
8/9/2019 Customer Service Life Cycle - How to link customer experience across the customer buying & using lifecycle
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2009 Customer Services Martin Summerhayes
3. Culture & Behaviour
Attitude About
the Company
Employee
Engagement
Attitude About
the Job
Employee
Behaviour
Employee
Retention
Compelling Place to Work Compelling Service to Buy Compelling Investment
Service
Offering Value
Service
Helpfulness
(Pro-activity)
Customer
Recommends
Customer
Retention
Customer
Impressions
OperatingMargin
Revenue
Growth
Employee Customer - Profit Chain Model
LGs values: Trust Innovation People Passion
To provide tangible innovations that
enrich the lives of our customers
8/9/2019 Customer Service Life Cycle - How to link customer experience across the customer buying & using lifecycle
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2009 Customer Services Martin Summerhayes
Customers
4. Service Management Operations
Service Strategy Execution
Service Portfolio Management
Financial Management
Service Strategy
Self Service Web
Call Centre
Service Operations
Service Performance Mgt.
Supplier Management
Partner & RetailerManagement
Service Management
CustomersUsers Business
Operational Management
Technical & On SiteManagement
Service Management
Air
Cond
itioning
De
livery
M
obile
Co
mms.
De
livery
App
liances,
Enter
tainment
&
B-2-B
RETURNS
Continuous ServiceImprovement
Supply Chain / LogisticsManagement
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2009 Customer Services Martin Summerhayes
How will we know when we are successful?
What the industry thinks about us The quality of our services is based on our
people, processes & the effective application of service delivery
UK Customer Experience Awards
The Awards, now in their 15th year recognise those organisations
that excel at delivering winning customer experiences.
National Customer Service Awards
i. e. The SOCAP Award for Innovation in Customer Service
Open to all organisations, this award recognises new ideas &developments within customer service that enable organisations to meet the needs of their
customers more effectively, leading to increased satisfaction and loyalty.
Example suggestions onlyhttp://www.boost-marketing.co.uk/awards/
http://www.customerserviceawards.com/http://www.customerserviceawards.com/8/9/2019 Customer Service Life Cycle - How to link customer experience across the customer buying & using lifecycle
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2009 Customer Services Martin Summerhayes
Summary
How will we know when we are successful?
Our people
Our Customers feedback
Industry awards
By:-
Focus on the end user experience
Modular service designed to meetcustomer price points
Customer Service Profit enabler workingwith sales
Continuous improvement
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The best way to predict the future is to create it.Peter F. Drucker
Thank You
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Net Promoter Score
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