Slides from the latest Engage Business Network seminar on "Customer Service Delivery". Guest speakers included Jo Moran (Marks & Spencer) and Nicola Millard (BT).

1. Customer Service Delivery Thursday 2 nd February 2012 Burroughs Room – The Wellcome Trust 183 Euston Road London NW1 2BE

2. Welcome Ian Rutter Senior Manager Engage Business Network

5. Agenda 13:30 Registration 14:00 Chair’s Welcome – Ian Rutter – Senior Manager, Engage Business Network Speakers 14:10 Jo Moran - Head of Customer Service, Retail Communication and Activity and Staffing, Marks & Spencer 14:45 Professor Moira Clark - Head of Marketing and Reputation, Director of The Henley Centre for Customer Management, Henley Business School, Reading University 15:20 Break and refreshments 15:40 Dr Nicola Millard - Customer Experience Futurologist, BT 16:15 Questions and debate 16:30 Drinks and networking 17:15 Close

6. Customer Service & Your Brand: The Key Ingredient Jo Moran Head of Customer Service, Retail Communication and Activity and Staffing Marks & Spencer

7. “ ... Name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers...” American Marketing Association

8. “ A brand isn’t what you say it is, it’s what Google says it is” Chris Anderson, The Long Tail

9. The customer voice… it’s loud and it’s out there! SALE CUSTOMER: I went to your xxxx store last week, it was like a jumble sale rails and rails of tat! Even one of the staff commented about it, good idea to send it to the charity shops. CUSTOMER : Just been in xxxx - hardly anything in the sale - at least, not anything I wanted. :( HOW WILL YOU BE CELEBRATING NYE? CUSTOMER : Would have been celebrating with a few more crisps & dips, but M&S xxxx decided to shut their doors 20 minutes early. CHRISTMAS CUSTOMER : I tried 4 branches in west London for bread sauce and couldn't get any. In the largest branch at xxxx the customer

10. What do customers expect from us?

11. Changing expectations

12. Service is the KEY ingredient Customer Experience Product Environment Service

13. Engagement matters Making a connection Adding Value Employee Satisfaction Employee Loyalty Business Performance Investing Your Time Customer Satisfaction Customer Loyalty

14. Creating a Service Model... WHAT I’M LIKE AND WHY I’M HERE WHAT I KNOW WHAT I DO MOST MORE LESS Customer Me DELIGHT WELL-OILED MACHINE

15. The customer view.... 1 st Position You & Your Role Your Knowledge Your Experience 2 nd Position Your Customer Their Feelings Their Needs 3 rd Position Your M&S Future Sales Brand Reputation

16. Serving the Autonomous Customer Dr Nicola J. Millard Customer Experience Futurologist BT Global Services [email_address]

17. Customers are Changing 1 0 1 2 3 4 5 2 Copyright - BT Global Services/Avaya, 2012 I like to take time to make the right decisions in life 83% I’ve got a very good attention to detail 78% I let my heart rule my head when it comes to making decisions 30% I plan and research most of my purchases 78% I enjoy chatting for long periods of time with friends, family, colleagues 59% I never have enough time to get everything done in life 53% I buy more from companies that make it easier for me to do business with them 83% Loyalty is a thing of the past 46%

18. Good Experience Design = Inclusive Design Copyright - BT Global Services/Avaya, 2012

19. Walk in Your Customer’s Shoes http://www.inclusivedesigntoolkit.com/

20. Tunnel Vision Macular loss Retinopathy Cataracts Copyright - BT Global Services/Avaya, 2012

24. The Call Factory : The “Cat in the Box” Dilemma Deery, S. and Kinnie,N. (2002), Call Centres and Beyond: A Thematic Evaluation, Human Resource Management Journal Cartoon: Rinat Baibekov http://www.rinat-baibekov.com / “ Service delivery has been crafted into an engineering model where tasks have been simplified, services must conform to predetermined design specifications and the production process has been constructed to minimise labour costs”. Deery & Kinnie, 2002. Copyright - BT Global Services/Avaya, 2012

25. Changing Channels (1) Copyright - BT Global Services/Avaya, 2012

26. Changing Channels (2) 60% agree “I continually change how I contact an organisation”. Copyright - BT Global Services/Avaya, 2012 10% select social media (Facebook, Twitter, customer forums, etc) as a preferred channel for future contact with organisations

28. The Networked Expert Copyright - BT Global Services/Avaya, 2012 “ The complexity of enquiries now is amazing – especially now in a time of financial uncertainty. With complexity comes longer calls and higher expertise. Contact centres, especially, have never been viewed for what they’re becoming” CIO, UK Retail Bank.

29. Networking Experts: Contact Centres in the Cloud Martine Katie Anthony Copyright - BT Global Services/Avaya, 2012 I’m able to bring in extra income and with the flexibility it gives me it does not interfere with my first job as a stay-at-home mum I enjoy the opportunity to work from home - the commute is short and I never have to worry about traffic! I’m semi retired. Working from my home, part time allows me a schedule that not only supports BT but also fits with my life.

30. Customers Bypassing Organisations Copyright - BT Global Services/Avaya, 2012 Only 25% agree Most of the online recommendations I read on the internet are not very useful 31% agree I trust the content on customer forums, it's unbiased and reliable 51% agree I trust the content on a customer forum more than an organisations' website Only 24% agree I trust the content on an organisation's website or forum, it's unbiased and reliable 83% agree I use reviews of products and services on the internet to check quality 37% agree I contribute to online forums, online reviews e.g. Trip Advisor etc

31. Customer Collaboration – Online Forums are Popular Helping other consumers with problems with their products and services 20% say it would really add value

32. T h a n k Y o u Dr Nicola J. Millard Customer Experience Futurologist BT Global Services [email_address] Twitter: @DocNicola BT Viewpoint: http://www.blog.bt.com/viewpoint Copyright - BT Global Services, 2012