Firstly, Dr. Mark Lee introduced the content of seminar included "Relation between Customer Experience and Loyalty", "Customer Service as a Hygiene Factor", "Make It Easy by Removing Obstacles", "5 Strategies for Effortless Customer Experience" and "Group Discussion".
Dr. Mark Lee explained a common misconception that companies must "delight" their customers. It was too hard to delight customers. We should pay more sensitive to unhappy customers experience. It was because 65% of customers would likely speak negatively. Dr. Lee named it to be the Bad-Service Ripple Effect.
Dr. Lee mentioned that customer service as a Hygiene Factor which did not give positive satisfaction, though dissatisfaction results from their absence. The diagram showed that it was a little marginal different in average loyalty score in exceed expectations. However, the loyalty score drop significantly if service was below expectations (Underperform). Customers were four times more likely to leave a service interaction disloyal than loyal.
Then Dr. Lee used Loyalty Curve to explain how to "Make It Easy" by removing obstacles. He said "You exceeded my expectations" was wrong loyalty goal, indicating that the normal distribution curve shift to right. The correct loyalty goal should be "You made it easy" that changing the shape of distribution from disloyal to neutral. (Simply: Remove obstacles -> Effortless)
Then Dr. Lee introduced five Strategies for "Effortless" Customer Experience. In short terms were "Anticipation", "Emotional Handling", "Minimize Channel", "Reduce Effort" and "Effortless Experience".
1. Don't just resolve the current issue - anticipate the next one
Dr. Lee measured first-contact-resolution (FCR) scores that could reduce the effort if they performed one more step which could be identified through Data Mining from customer interaction data. For Bell Canada case, they defined Event-Clusters and trained its representatives not only to resolve the customer's primary issue, but also to anticipate and address common downstream issues.
2. Arm Representatives to address the "emotional" side of customer interactions
Dr. Lee briefed the basic instruction to handle customers was to eliminate many interpersonal issues / remove emotion obstacles. For UK-based Mortgage Company, they quickly assessed whether they were talking to customer belong to "controller", "thinker", "feeler" or "entertainer" within 10s. Then they used different strategies to handle them.
3. Minimize channel switching by increasing self-service channel "stickiness"
Dr. Lee said company should guide customers to the channel which would suit them best. For instance, website's on-line support had simple step-by-step instructions.
4. Use feedback from disgruntled or struggling customers to reduce customer effort
Discover more obstacles through unhappy customers and then trained company representatives to focus first on resolving the customers' issues.
5. Empower the front line to deliver an Effortless experience.
Dr. Lee used Ameriprise Financial case to explain empower the front line staff to identify outdated policy through capturing the NO's. Finally, the company modified or eliminated 26 outdated policies and savings US$1.2 million.
Finally, Dr. Lee concluded that Effortless Customer Experience reduced Disloyalty. Companies should focus on making service easier, not more delightful, by reducing the amount of work required of customers to get their issues resolved.
Before the group discussion, Dr. Lee used NLP method to give us an exercise to choose Two of the most difficult strategies and One of the easiest strategy.
Reference:
The Centre for Logistics Technologies and Supply Chain Optimization, CUHK - http://www.logitsco.cuhk.edu.hk/
HKSTP - www.hkstp.org
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