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Maintaining Your Brand Through Customer Service Connie Smith, President, SpotOn Enterprises Michelle Cappucio, Director of Operations, VIPdesk Human Factor as Companies’ Greatest Differentiator How Social Media Can Make or Break Brand Reputation Three Components of Customer Loyalty Top 10 Things Customers Want Examples of How World Class Companies are Delivering Brand through Customer Service Maintaining Brand Equity in a Virtual Contact Center
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Maintaining Your Brand Maintaining Your Brand Maintaining Your Brand Maintaining Your Brand Through Customer Service Through Customer Service
Connie Smith: President, SpotOn EnterprisesMichelle Cappucio, Director of Operations, VIPdesk
January 12, 2010, 2-3 p.m., EST
Today’s Agenda
• Human Factor as Companies’ Greatest Differentiator
• How Social Media Can Make or Break Brand Reputation
• Three Components of Customer Loyalty• Three Components of Customer Loyalty
• Top 10 Things Customers Want
• Examples of How World Class Companies are Examples of How World Class Companies are Delivering Brand through Customer Service
• Maintaining Brand Equity in a Virtual Contact CenterCenter
Confidential & Proprietary VIPdesk Information 2
Featured Presenter
Michelle Cappucio
Director of OperationsDirector of Operations
904.214.9195
Confidential & Proprietary VIPdesk Information 3
Who Are We?
• Pioneer of home-based model • Recognized expertise for servicing complex, intuitive
customer contacts
We Make Great Brands Even Better
Confidential & Proprietary VIPdesk Information 4
Featured Presenter
Connie SmithPresident
425.444.2972
©SpotOn Enterprises 2010 – All Rights Reserved
Brand Loyalty
R l ti hi St thRelationship Strength
Perceived AlternativesCritical Episodes Perceived AlternativesCritical Episodes
©SpotOn Enterprises 2009 – All Rights Reserved
Perceived Alternatives
Years to reach 50 Million usersYears to reach 50 Million users • Radio… 38 years• TV… 14 years• Internet… 4 years• iPod… 3 years• Facebook… 100 Million in 9 months • iPod application downloads… 1 billion in 9 monthsin 9 months
©SpotOn Enterprises 2009 – All Rights Reserved
Web Provides Explosion of Choice
• Service ratings
• Comparison shopping online
• Customer reviews
©SpotOn Enterprises 2009 – All Rights Reserved
Critical Episodes and Relationship StrengthRelationship Strength
• Service
• Product
• Process• Process
• Policy
• Technology
• Customer education Front Line Employees areFront Line Employees are• Nature of your business
Front Line Employees are Front Line Employees are the differentiators!the differentiators!
©SpotOn Enterprises 2009 – All Rights Reserved
Maintaining Your Brand Through Customer ServiceCustomer Service
“In order for us to succeed as a service company, we need to create, maintain and grow a lt h lculture where employees
want to play a part in providing great service. I’ve p g gbeen asked a number of times what the company’s biggest asset is, and my answer is always the same… THE CULTURE”
Tony Hsieh CEO Zappos com
©SpotOn Enterprises 2009 – All Rights Reserved
‐Tony Hsieh, CEO, Zappos.com
Maintaining Your Brand Through Customer ServiceCustomer Service
The Starbucks ExperienceM k it Y O• Make it Your Own
• Everything Matters
• Surprise and Delight• Embrace Resistance
• Leave Your Mark
©SpotOn Enterprises 2009 – All Rights Reserved
Employee Engagement
Full engagement exists when every employee works at the
The deep and broad
top of his or her game, going the productive extra mile
without thinking twiceThe deep and broad
connection that employees
have with a company, as well
without thinking twice.
p y,
as their voluntary and
enthusiastic commitment to
©SpotOn Enterprises 2009 – All Rights Reserved
its success.
Employee Engagement Facts
• Four out of every five workers worldwide are not delivering their full potential to help their organizations succeed
• 30% of workers are disenchanted while 41% of workers are enrolled but not engagedg g
• Companies with high employee engagement had a 19% increase in income while companies with low levels saw operating income drop more than 32%drop more than 32%
©SpotOn Enterprises 2009 – All Rights Reserved
‐ Closing the Engagement Gap by Julie Gebauer and Don Lowman
Rewards of Engaged Employees g g p y
• A study by the Gallup organization shows thatA study by the Gallup organization shows that companies that have satisfied and engaged employees:– Are 50% more likely to have lower turnover
– Achieve 27% greater profitability
– Have 56% higher customer loyalty
©SpotOn Enterprises 2009 – All Rights Reserved
Engaging Employees
Three Critical Needs that must be fulfilledmust be fulfilled
– PhysicalMental– Mental
– Emotional
©SpotOn Enterprises 2009 – All Rights Reserved
The Customer Experience: Transaction vs InteractionTransaction vs. Interaction
i iTransaction Interaction
Provide greeting Welcome my customer
Find out what they want Understand what my customer needsFind out what they want Understand what my customer needs
Deal with their problem Show empathy and willingness to help
Offer solution Help them by providing best possible p y p g psolution
Recap transaction Make sure they understand
Provide closing Thank them for being a customer
Wrap time Document customer interaction
©SpotOn Enterprises 2009 – All Rights Reserved
Delivering the Customer Experience: 10 Things Customers Want*10 Things Customers Want*
“ ”1. “I want it my way”
2. “I want the same service regardless of channel”
6. “Make it easy for me to
do business with you”
7 “S i d d li htregardless of channel
3. “Know me”
4. “Communicate relevant
7. “Surprise and delight
me”
8 “Innovate and change”information”
5. “Listen to me”
8. Innovate and change
9. “Be reliable”
10. “Stand for something g
other then making
money”* *What a Customer Wants, 10 new rules for the customer experience by D B l & Mi h l Fit t i k
©SpotOn Enterprises 2009 – All Rights Reserved
Darcy Bevelacqua & Michele Fitzpatrick
Maintaining Brand Identity via Maintaining Brand Identity via Customer Service
Confidential & Proprietary VIPdesk Information 18
Brand Reinforcement Tactics
• Customized screening profiling and interviews
• Step into the Brand trainingStep into the Brand training
• Call recording and quality assurance
Without the right people, improving the customer experience is impossible.
Confidential & Proprietary VIPdesk Information 19
Selective Recruiting Process
Pass Basic Qualifications: 24%
Applicants Entering Recruiting Portal
Pass Client Specific Qualifications: 59%
Pass Hardware/Software Requirements: 73%
P R d Ph S 83% Pass Resume and Phone Screen: 83%
Pass Credit/Criminal Check: 79%
Complete Agreement p gand Tech Setup: 85%
Complete/PassCertification: 63%
Go Live: 95%
Confidential & Proprietary VIPdesk Information 20
Recruiting Results
Experience with client brand(s)
Hospitality and service • Hospitality experience• Sales/ customer
i i
Concierge‐quality
background
Cross-sell and up-sell experience, if required
5+ years of direct customer
service experience• Service orientation
qualityBaseline
5+ years of direct customer service
15+ years of work experience
Technologically proficient
• Customized client questions
• Personality profilingSkills
Matching Technologically proficient
Able to multi-task• Situational role-
plays
Matching
The Power of the PeoplePersonal ApproachPersonal interviews with all
Customized ScreeningVIPdesk tailors screening
Confidential & Proprietary VIPdesk Information 21
Personal interviews with all candidates
VIPdesk tailors screening questions for each program
Provide Comprehensive Training Program
Step into the Brand
Application Certification
System Certification
Training
Simulated Calls/EmailsSoft Launch
Assist agents through every step
Provide key contacts for assistance
Ensure their systems are setupEnsure their systems are setup properly prior to class start
Provide assessments to ensure readiness
Confidential & Proprietary VIPdesk Information 22
Quality Program Overview
Performance Program• All calls and emails are recorded• Searchable via a proprietary reporting tool• Searchable via a proprietary reporting tool• Live calls monitored on a random basis• Remote access to live calls available
Quality Grading Application• Continuously measures performance• Coaching sessions with Brand Ambassador • Coaching sessions with Brand Ambassador
Managers
Brand Ambassador™ Bonus ProgramBrand Ambassador Bonus Program• Monetary incentives• Company-wide recognition
Confidential & Proprietary VIPdesk Information 23
Questions?
Confidential & Proprietary VIPdesk Information 24
Thank You for Attending!
Connie SmithPresident
SpotOn’s Blog:http://spotonenterprises.wordpress.com
Michelle CappucioMichelle CappucioDirector of Operations
904.214.9195
VIPdesk Webinar Series VIPdesk Webinar Series • January 26 @ 2p.m. ET: Improving Retail Customer Retention with Virtual Customer Care• February 9 2010 @ 2p.m. ET: Building Brand Identity Through Social Media
Confidential & Proprietary VIPdesk Information 25
Register Online at http://vipdesk.wufoo.com/forms/vipdesk‐retail‐webinar‐series/
Confidential- Proprietary VIPdesk Information 1
Website: http://www.vipdesk.com
Twitter: http://www.twitter.com/vipdesk
Facebook: http://www.facebook.com/vipdesk
LinkedIn: http://www.linkedin.com/companies/vipdesk
YouTube: http://www.youtube.com/user/vipdesk
Via RSS: http://twitter.com/statuses/user_timeline/23095083.rss
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