All service organizations have the same basic goals in mind – to improve the customer experience and reduce costs. But how can they go about achieving this? More specifically, how can they deliver a top-notch service experience that garners maximum revenue generation?
A new paper from Ovum takes on this challenge, putting forth three golden rules for service delivery that help balance the equation between cost control and customer experience. What are these rules, you wonder? Resolve. Prevent. Engage.
It’s true – successful campaign slogans tend to be grouped in threes – like “Reduce, reuse, recycle” or fire safety’s “Stop, drop, and role.”
So what does the trinity of excellent customer service propose?
1. Let’s start with resolve. I bet this one won’t knock your socks off. Resolve means addressing customer issues during the first interaction. Yes, I’m referring here to FCR. While this is not a new concept, I can’t stress enough its importance. Less friction and quicker resolution will lead to increased customer loyalty.
Not only that, but FCR leads to reduced call volume. This means that customers are happier and operational costs are dropping. Can’t argue with a win-win.
2. The second rule is where things get more interesting. Prevent means averting the next call. And no, this is not FCR in disguise. Whereas FCR shows the ability of organizations to prevent repeat calls from the same customer on the same unresolved issue, next-call prevention takes this one step further, aiming to prevent a new call about a completely different issue. Sound like science fiction? It’s not. Really.
Here’s the deal – if you take the huge amount of data from customer transactions and interactions and apply predictive analytics, you can gain insight into the future. For example, you may find that 30% of customers calling in to activate a smartphone call again within 72 hours for help setting up their email accounts. These are not repeat calls, they are predicted calls. But since you have this futuristic insight, you can prevent these calls before they happen. Next time a customer calls for a smartphone activation, the agent can already offer help with email setup. This will reduce customer effort as well as reduce call volume. Another win-win.
3. By successfully implementing the first two rules, your organization will be able to significantly reduce the number of customer interactions. But the quality of these interactions is still important. Always engage with your customers proactively, collect their feedback, and remind them that you are taking care of their needs behind the scenes. This will help bring you closer to your customers and really tip the service scale in your favor.
So there you have it. It may be easier said than done, but a great reward waits at the end of the rainbow if you can apply the three golden rules.
To learn more about the framework for implementing this three-pronged approach, download the complete Ovum whitepaper.
And, to learn more about deriving insights from Big Data, join us at Interactions 2013, the industry’s leading customer conference