James Samperi and Emma Watkins

1. www.service-design-conference.com/london# S D N U K 1 6 @ s d n _ u k @ S D N e t w o r k
Service Design Network
UK Conference
3 0 J U N E 2 0 1 6 - L O N D O N

2. DEVELOPING A DISTINCTLY VIRGIN
CUSTOMER SERVICE
THE
PROOF
IS IN YOUR
PEOPLE
JAMES SAMPERI DIRECTOR, ENGINE
EMMA WATKIN, SENIOR QUALITY MANAGER, VIRGIN MEDIA

3. Virgin Media 2015
UK’s leading quad-band provider
5m customer
relationships
serving 12.5m
homes in the UK
2

4. Virgin Media 2015
UK’s leading quad-band provider
Ambition to add
4m more in the
next 3 years.
Making 16.5m
3

5. 4

6. Why is this interesting for us (and hopefully you)
Design of people-led
service
Cultural change
Implementation
Commercial Impact
5

7. SHIFT TO A
CULTURE OF
SERVICE
A VISION FOR CHANGE
6

8. 7
Vision setting .
iSee
Creating a
mindset
for great service
.
iSense
Enabling our
Managers
to lead high
performing teams.
iLead
Creating and
embedding
behavioral change
frameworks to guide
iAct
Right people,
right training,
right tools
iKnow

9. 63% of positive
feedback related
to staff, only 8.3%
for the products and
services themselves
8

10. CAN WE MAKE
THE SERVICE A
REASON TO
STAY, BUY &
RECOMMEND?
9
CAN WE
INCREASE
REVENUE AND
PREVENT
COST?

11. CAN WE MAKE
THE SERVICE A
REASON TO
STAY, BUY &
RECOMMEND?
10
CAN WE
INCREASE
REVENUE AND
PREVENT
COST?
AND CAN WE KEEP DOING IT?

12. VOICE OF
OUR BRAND
service design
11

13. 12
How could we make
customer happier
everyday?...
• Fix things first
time around.
• Give reasons to
stay & create
commercial gains.
• Deliver Virgin
Branded
experience.
12

14. There is no perfect,
single interaction
13

15. Service quality,
Critical behaviours,
Channel frameworks
14

16. INTRO
VIRGIN MEDIA INTRO
Focus on
how we
want
customers
to feel
15

17. INTRO
Focus on
how we
want our
colleagues
to behave
16

18. 17
Hanging out, Listening,
Co-creating…
1 2 3

19. 18
INTRO
VIRGIN MEDIA INTRO
Critical to quality
Critical to
conversion
Distinctly Virgin
18

20. 19
INTRO
VIRGIN MEDIA INTRO
19

21. INTRO
VIRGIN MEDIA INTRO
20
“Be more
curious”

22. INTRO
VIRGIN MEDIA INTRO
“Effortless
Enthusiasm”

23. MAKING IT
HAPPEN
service design plus – design-led change
22

24. How can we make it
happen?...
• Implement
appropriately
• Embed the way of
working
• Spec the systems
and processes
23

25. CARE
(2011)
GROWTH
(2012)
ACCESS
(2013)
RETAIL
(2013)
REFRESH
(ONGOING)
EVOLVE
AND ADAPT
(2014-15)

26. ‘ENGAGING’
TRAINING
25

27. 26
INTRO
VIRGIN MEDIA INTRO

28. 27
INTRO
VIRGIN MEDIA INTRO
27

29. ‘EMPOWERING’
ADOPTION
28

30. INTRO
VIRGIN MEDIA INTRO
‘I really found VOC a difficult KPI to achieve. I
felt I was doing the best job possible and still I
was getting surveys through which customers
weren't rating a 5 and couldn't work out why.
I felt this was an unfair KPI that I couldn't
control. But I was wrong!
I listened to my calls in Selfie sessions and
using the VoB framework I was able to
recognise how I could make my conversations
more memorable’
29

31. ‘COACHING’
ADOPTION
30

32. INTRO
VIRGIN MEDIA INTRO

33. INTRO

34. ‘THE RESULTS’
IMPACT
33

35. 34
INTRO
VIRGIN MEDIA INTRO
RESULTS
10,000
£1.25m
17% increase
30% increase
Successfully trained
Annual financial benefit
from reduction in churn
attributed to frontline
actions and behaviour
Positive behaviours recognised
by customers from 2010-14
In operational NPS (contributing to
customers likelihood to recommend)
34

36. 35
INTRO
VIRGIN MEDIA INTRO
TAKEAWAY
Always evolving
Culture takes time
35
Balance

37. Some photos courtesy of Louise Downe. Cheers Dude.