CUSTOMER SERVICE

12/29/2014 10:53 PM

Session Objective
At the end of this session, you will be able to understand:

Customer Service and its importance

Critical to Quality factors in Customer Service
Structure of Customer Service Department
Customer Experience Management Market
Challenges and Opportunities in Customer Service

Service is all about

Assisting
Providing information
Giving Suggestions
Problem Solving
Providing Expertise
Following up an earlier action
Helping others in achieving results
Meeting and exceeding customer
expectations

Customer Service
A set of behaviour/activities that a company undertakes to take care of
its customers

Principles of Customer Service

Identify and understand the customer NEEDS

Assist the customer towards decision making
Create and build confidence for decision making
Provide customer service to get repeat customers
Create awareness and enthusiasm for the products and services
Enhance service experience from customer Satisfaction to
customer Delight

Why is Customer Service Important?

Good customer service ensures mouth publicity
It ensures customers faith and steady growth
This gives the company a reputation of being a customer oriented
company
Maximize customer retention leading to an increase in:

Repeat sales
Referral sales
Higher Average Revenue Per Unit (ARPU)
Increase profits

How does customer

service help a business ?

Overview of Customer Service

Front Desk, Call Center & KNE Desk
SMS, Email, Website & White mail
Complaint / Query / Resolution desk (Service Requests)
Nodal and Top level complaint management
Communication

Cascading information about new launches internally

Briefing / Hurdle meetings
Website / E-mail updation
Paper based

Face to Face & Online Trainings

Real time MIS updation & Call Recorder

Calls Management
MIS and Reporting
ACD Management

Organizational Structure
HOD-Head of department
AM-Assistant manager
TL-Team Leader
ATL-Assistant team leader
Q/R/C-Query/Complaint/Request
KNE-Knowledge and Escalation desk
CCE-Customer care executive
MIS-Management information system
Sr Manager
(Backend
Experience)

AM/TL (CC)

1. ATL/SME
2.CCE

AM/TL
(Operations)

1. KNE/Catalyst
2. MIS

AM/TL ( NonVoice)

1. ATL/SME
2. CCE
3. Operations

Manager
(Voice)

Manager
(Non Voice)
AM/TL (Q/R/C)

HOD

AM/TL(Call
Quality)

1. Call Auditors
2. Internal
Communication

AM/TL(Training)

Trainers

Frontend
Managers

Frontend
Executives

Manager (Training
& Quality)

Sr Manager
(Front end
Experience)

Manager

Question ?

How will you access the

performance of a customer service
department in any organisation?

12/29/2014 10:53

Critical to Quality Parameters

Accuracy
Timeliness
Efficiency
Courtesy

Honesty
Friendliness

Process Approach

Business Process Consulting

Major Challenges
Read out the scenarios given below and write down the factors
responsible/reasons for there occurrence.
Scenario1: Natasha received sms from customer service informing her insurance
policy is in paid-up status due to non-payment for last 2 months and she needs to
make the payment immediately. She was surprised as she had given request of
changing the policy to onetime payment mode instead of monthly payment plan at
one of the counters few days back and had received confirmation on same. She
calls up at the call center to check if the request of updating the payment plan has
been processed or not and gets information it is not yet done
Scenario2: Rashi has requested for changing his mobile number at the call center.
She was directed to one of the stores to place written request. She was being
charged with Rs 300 and was informed that updation will happen in 2 working days.
But 7 days have passed and mobile number not yet changed. On calling up at call
center she gets a response that outlet has forwarded the request hence they are not
aware. On visiting the outlet she gets a response that request has been forwarded
from their end and is pending at activation department. There is nothing that outlet
can do in this.

Major Challenges
Scenario 3: Hector has joined ABC call center and has started taking calls today.
Till now he has attended 10 calls and all of them got escalated to the supervisor. For
all these calls customers were complaining that Hector was unable to give
information completely and was confused with multiple questions on products,
billing, schemes etc. Also the hold time was extremely high.

Major Challenges
Multiple Communication Challenges

More than one or two communication channel

Each channel working in its own silos
Management of these channels
Inconsistency in information provided via each channel

Minimal or no coordination across line of

businesses
Each line of business has its own goals, objectives & metrics
Different customer experience and information across LOBs
Lack of responsibility

Complexity of desktop/applications
Each agent manages atleast 5-6 applications while speaking
with customer
Accessing multiple screens in multiple applications
Increased chances of error
Impact on key customer handling metrics

Employees dont follow best practices

Inconsistent Metrics

How to Overcome these challenges?

Market Trends in 2014

Customer Experience
Management Market Expected
to Reach $6.61 Billion by 2017
INFORMATION TECHNOLOGY
"We are seeing clients enter IT budgeting sessions on a positive note"
Dilip Bhat, Joint MD, Prabhudas Lilladher
The performance of IT services companies is likely to improve in 201415 , with nearly all Tier-1 players delivering around 15% growth

Six Considerable Investments

Community Forum
1. Provides online meeting place for customers to dialogue
2. Offer options and get peer support
3. Content includes blogs, interactive chat, timely tips, self-help videos & major event notification
4. High customer engagement & improved customer perception of brand

Automated Chat and Virtual Assistants

1. Offers advanced natural language speech solutions
2. Low online support cost and reduction in unnecessary calls
3. Transfer to Virtual assistant in case of no/inaccurate response at
automated chat
4. Requires repository / database of information

Real Time Analytics and

Decisioning Software
Real-time analytics and
decisioning software mines
structured and unstructured
data from customer cases and
social interactions

Mobile Apps for Customer

Support
1. Provides assisted service from the
mobile app
3. Increased Smart phone usage for
transactions and information
4. Faster response and connectivity at
the time of need

Big Data

Video for Customer Service

1. Large customer data base

collection, management, &
analysis
2. Alerts on trends and issues
3. Content management /
Knowledge portal for employee
assistance

1. Offers visual communications to

smartphones and tablets
2. sharing a video clip on the subject
matter with customer allowing them
to see a demonstration & fix
problem

Thank You