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How smart is changing customer support in IoT era
- 1. How smart is changing customer support Enhancing Customer Experience Customer Contact Europe June 2016, Athens, Frost&Sullivan Executive MindXchange
- 4. E E E C C product price experience C
- 9. must begin with empathy simplicity is the key WOW! your customer
- 10. change organisation technical - cultural - procedural fun
- 12. Talk! THINGS + SENCE & video
- 13. impact
- 15. Customer satisfaction TR*M index
- 17. KEY take-aways IoT: changethe way we work and live main brand differentiator experience wisdom- simplicity - communication - speed smart solutions require smartemployees proactivitymost important customer care alteration
Hinweis der Redaktion
- In 2012 -13 G4S Estonia made long term decisions -Changed management organisation more lean and clear -Invest in customer relations management -Made everyone responsible for customer satisfaction -Invest in future solutions – innovations - We desided not go along with price war! - we lost some customers and some came back because of quality and innovative solutions during 4 past years - we have experienced rough competition, some setbacks but overall our decisions has brought us success
- Change is always uncomfortable - entering to the unknown area, lots of work, some mistakes risks... Why it is important? smart devices online access to information has changed customer – has certain and strong influence to human behaviour, business and society. This allows us and our customers to be more smart, safe, monitor over lives and ... have more fun ... This change has alsp risks like data security, cyber security, information abundance – this has to be considered Story: well-known radio DJ told a story: he was looking for a Cat Toilet. He went to his regular Pet Supplies Store in the super market. He was busy and actually cat toilet was not the world’s most important object for him. The Cat Toilet he wished was not available. Store assistant said „you could come and check next week again....“ Radio DJ turned around and went to the neighbouring Pet Store. This type of cat toilet was not available also there, but ... the assistant recommended to pick together from e-store in his computer the desired model, make the purchase and the Cat Toilet will arrive by tomorrow to customer’s home. So they did. And ... the customer did not check for the price as most important thing and he will use the same e-store for next purchases for his cat. Main statement: there is no possibility to ignore the change – unless we want to be out from business
- Environment is the pressing reason where technology changes human behaviour. Why to believe that IoT is not just a next buzz - because ... it helps - to monitor your life, health give smart recommendations, and let know if something is wrong with you, home, family – help and give good advice of how to live better and safer life give fun as well as regular acknowledgement - bring people to new way of living – which is more smart, comfortable and pleasant. Enterprises must learn of how to offer sth more that consumers cannot resist: better life, convenience, health, safety, comfort. Good news is that the IoT/smart solutions give companies the unprecedented ability to better understand single customer needs - allowing customer to become part of your current business. IoT solutions has ability to learn over time and therefore become more smart and grow customer loyalty. Story: ....we started to elaborate the idea in 2012 spring of being focused on customer and be as open as possible – let customer in...giving some information which we had in our possession We faced internal contradictions, misunderstandings, mistrust and we did some mistakes. We opened in 2013 e-service and 2015 e-patrolling, e Guarding, we are in process of e Maintenance ... Main statement: IoT becomes very quickly a way of life, giving significant boost to quality of life.
- E= enterprise C= Customer Customer relations were very long time related to sales process only which could be called “fire and forget” . Competitve advantage was product. 10-15 years ago price became the competitive advantage but also the way businesses solved customer issues became important. Companies put also a lot of effort to solve customer issues in a efficient way. Today we see that customer expects mostly great experience and is willing to pay more if his expectations are met. Key words are speed and convenience. IoT enables to service customers proactively. More important than product and price is experience. Story: we let customers in – we show to customers alarms monitoring results at their homes, we show within minutes when when patrols have been in their premises and what was discovered. I share with customers regional security information. We remind customers the technisian visits we let customers to mark the best way how we could approach their premises Main statement: the quality of customer experience management throughout entire customer lifetime differentiates one enterprise from another and gives strong competitive advantage.
- We all are more familiar with IoT-enabled innovation than we may think This is the story of my just ordinary day https://www.youtube.com/v/5u8-kXUqPI8
- Wisdom offered via IoT is one of the most relevant success factor. Century ago in a market place customer relations were perfectly managed with human sense and memory (one-to-one) - this information was kept in people head; When business started to sell products then for knowing at least something about customers and to make their business more efficient customer data started to be collected, transformed this into information and then thank’s to CRM systems lerned this to make bulk knowledge. Today when machines are taught more-n-more to analyse data - customers become well equipped for receiving complex information smoothly a a very simple way targeted directly to him. Knowledge is turned into learning wisdom which is given proactively to customer Wisdom is the ability to ANALYSE data and ACT using knowledge, experience, understanding, common sense and insight. Competitive advantage is being wise of giving really good PERSONAL advice and good emotions. Main statement IoT SOLUTIONS collect data of customer life (focus on what the user is trying TO DO), have ability to learn from data and turn this into wisdom and give back smart advice to customer.
- So we as business are actually back in the situation of on-to-one relations with a mass customer - which is made possible by technology development which has merely provided us more efficient means of going backwards.
- Wisdom should be accompanied with empathy and compassion. Brands must begin with empathy when designing IoT-enabled customer experiences Simplicity is key, whether in device setup, connected customer support, or any other interface unfamiliar to consumers. SIMPLICITY means also remote problem administration “For every piece of creative content or experience that is triggered by IoT, brands should ask, ‘Will this create value and WOW the consumer Story: . sending customer acknowledgements for his achievements or friendly reminders LifeSum : „Not too shabby!“ makes me as user feel good - recognized Main statement: Experience requires simplicity, speed - being online, or before and positive suprises endorsements, good wishes
- Customer service is evolving to be the customer experience team - responsible for customer analytics, support systems, proactive care, communication. Having counterparts all over organisation and have strong part in enterprise management – decisions, planning. To cope with that speed and extent enterprises must MIX CUSTOMER TO THE PROCESSes, COMMUNICATION, PRODUCT, data processing – otherwise we cannot make this work. Story: ....E.g Waze the world's largest community-based traffic and navigation app is continuously developing their app with help of thousand users. Online communication is built in. I was driving one day when Waze announced that the moose is standing close to the road – and it was in couple kilometres - I was entirely amazed. Waze is smart as it includes fun features – emotions management is the key word here. SMART solutions require less but more SMART PEOPLE in customer support - more technically complex, analytical, skilled as routine simple tasks move to e,g, selfcare channels. G4S Est 25% customer service cases are autonomously initiated by connected devices) Freedom and respect should be given to all employees – let them be involved and give them power of decision making. Trust people to have good atmoshere not only with customers but also empluyees – that one of the utmost factors. Leaner and quicker organisations provide quicker solution, customer related KPIs targets to be set to everyone. Technical solutions are developed starting from market expectations ... Main statement: Driving the IoT to its full potential will involve a number of technical, procedural and cultural changes in most organizations:
- PROACTIVity - is THE most important transformation in IoT era: devices being able to self-diagnose problems and immediately alert the contact centre of the issue, often before the customer realises Customer experience (lifelong service design, experience management and communication as part of customer support) has become the brand differentiator.
- Efficient messaging via devices gives a company the required transparency which has very quick customer positive reaction and at least today the WOW effect – this just brings a company so much closer to the customer. The visual language of communication becomes viable – talking through pictures and video, which in turn brings together service and design.Video is very powerful new communication channel – because it is the quickest for consumers „have forgotten how to read“, long texts are “out” – BUT... Messaging has to be very precise and pointed directly to this one customer – he would like to get very personal and wise advice of how to proceed better life - ‘What’s in it for me’ (‘WIIFM’). Give prospects and customers a voice, asking for feedback and requests for improvement. Story: ... Main statement: The communication skill is one of the keys – I have seen good solutions with shabby communication and have seen hot this kills the solution over time
- Very quick development is guaranteed by perfetly functioning teams. Management has to provide good working environment – trust , empowerment and involvement. If we want that our customer journey would carry pleasant emotions which has become competitive advantage – then it has to be the same in our teams. It has to be fun to go for a work! Story: G4S management team - performing G4S rap “ Team with attitude”. Besides work we do sports, play survival game in the woods – extremely difficult and perfect to bring the team together , we do performances, we shadow our first line employees once a year - we are having FUN G4S technical surveillance market share is 64%. We have had tough competition through past years, but we are growing by turnover since 2013 - and quicker than market +8,5%. Main statement: we think quickly, we believe what we are doing and we support each other
- During the journey we’re moving to customer experience management environment we have seen impact to business: - Less human ressource – but higher salaries per employee and training costs... better knowledge and reduced employee turnover - More customer interactions - but via eCare - Customer number is growing but we have less calls, less patrol service cost, increased incomes via transparency and better service - customers are willing to pay more for quality services, we have reduced customers churn remarkably and satisfaction (=transparency) is growing. Main statement: Customer experiece management and innovation including IoT has proved to be our competitive advantage
- Story: Besides everyday NPS we run once per 2 years customer satisfaction survey with TNS world leader of market research, business analysis who stated in December 2015: customer relations have significantly strengthened in all customer and product segments, reaching the top 10% among European business services. The main drivers of satisfaction growth (said by customers) - smooth, precise, trustworthy as well as contemporary services - friendly attitude and competence - convenient e-services: overvie, e-billing, e-alarm reports, neighborhood safety information - substantial decrease of technical problems
- Continuous innovations is becoming an important source of competitive advantage. Innovative business solutions mean significant increase in operational efficiencies and more homogeneous quality of services, which allow the products and services to be more highly priced, as client is willing to pay more for added value & more information Story: we have targets and bonuses set for all management and most of our employees up to the very first level. Customer evaluations and comments reach once per week (appr 100) to management. Once per year I send leter of thanks and overview of results and our initiatives done based on customer feedback. Showing customer that he is closely actively part to our services and business. This empowerment increases customer loyalty-
- Important to bear in mind with innovations: Start small, with highly scoped (single use-case) initiatives for proof of concept!