Vitalising Person-to-Person Contact in Customer-serving … · 2018. 4. 3. · Asia Pacific Vitalising Person-to-Person Contact in Customer-serving Relationship Choon-Neo Siow, Ton

Asia Pacific

Vitalising Person-to-Person

Contact in Customer-serving

Relationship

Choon-Neo Siow, Ton Voogt, Charissa Tan

OD Network 2013 Annual Conference

October 5-8, 2013, San Jose

This presentation has been prepared for the OD Network 2013 Annual Conference attendees. Whilst every

effort has been made to ensure accuracy, this presentation is not an exhaustive treatment of the area

discussed and no responsibility for any loss occasioned to any person acting or refraining from action as a

result of material in this presentation is accepted by FedEx Express.

2 October 5-8, 2013

FedEx Asia Pacific Facts

Began Operations : 1984

Headquarters : Hong Kong

Regional Headquarters : North Pacific: Tokyo, Japan

China: Shanghai, China

South Pacific: Singapore

Principal Officer : David L. Cunningham, Jr., President

Employees & Contractors : Over 18,000

APAC Hub : Guangzhou Baiyun International

Airport in Guangzhou, China

Countries & Territories Served : More than 30

Number of Flights Operated : More than 400 flights per week

Vehicle Fleet : More than 3,900

Aircraft : B777F, MD-11, A300 and A310

ODN 2013 Annual Conference

San Jose

3 October 5-8, 2013

APac Customer Service Evolution


San Jose

1984-1988

• Opened call centers in Hong Kong, Tokyo, Singapore

• < 100 Reps

• PABX or basic ACD telephone systems

1989-1998

• Opened call centers – Australia & New Zealand (1989), Taiwan (1990), Malaysia (1993), China (1997), Osaka (1998)

• Toll-free lines

• ACD telephone systems

1999-2008

•Opened call centers – Thailand (1999), Korea (2000), China Domestic (2006) •Call centers consolidation – Malaysia, Japan •Voice over IP / CRM type telephone systems •Invoicing calls •Centralized CS organization •Introduced call quality programs

2009-Present

• Opened Philippines call center (2013)

• 14 call centers in Asia Pacific

• 1,200 Reps (2013)

• Integrated enterprise telephone systems

• On-line chat

• Revenue generation calls

• Launched ACE in 2013 (pilot in 2012)

4 October 5-8, 2013

Challenges in the Call Centre … new VP’s point of view

High turnover rate

– Job stress

– Nature of work

– Pay

Customer interaction needs to

be improved

– Robotic

– Passing on calls to solve

customers’ problems

Service level fluctuates

– Customers frustrated

– Brand image affected


San Jose

5 October 5-8, 2013

Dialogue with CS Senior Management … their point of view


San Jose

Issues are complex

Span of Control

(Team leaders)

Call Flow

(Call segmentation)

Pay Structure

(Job grades)

Employee Training

(Soft-skills)

6 October 5-8, 2013

Revitalised Mission for the CS team

To be the market leader in customer service amongst our main

competitors in Asia Pacific


San Jose

Improve Customer Experience

Improve CS’s capabilities in call quality and problem-solving expertise

Achieve First Call Resolution

7 October 5-8, 2013

Customers Feedback … MOT survey reveals a gap


San Jose

30%

35%

40%

45%

50%

55%

Accuracy

30%

35%

40%

45%

50%

55%

30%

35%

40%

45%

50%

55%

Courtesy Rep Satisfaction

“Give us more soft-skills training!!!”

Soft-skills training = Better CS performance (REALLY?)

8 October 5-8, 2013

The Missing Link … work of the heart!

CONNECTING TO

CUSTOMER

VS

INTERACTING WITH

CUSTOMER

Must be more personable

Work of the Heart!


San Jose

A strategic project vs a training course

From

To

9 October 5-8, 2013

Assessment and Feedback Misaligned with Goal

Call reps want to serve but

hampered by measures and

feedback

Managers focus on technical

aspects in interacting with

customer as a way of achieving

quality of service


San Jose

Management’s misconception:

Accuracy + Courtesy = Excellent Service

Call Quality Monitoring Form RATING:

Assessor: Agent : 1 Unacceptable

Assessment Date: Month: 2 Acceptable

Coach Name: Call Center: 3 Outstanding

Coaching Date: N/A No opportunity to demonstrate skill

Call Type Pickup

Part A 1st call Resolution (50%) Rating

(1,2,3) 2

Part B Soft Skill (50%) Rating

Part A 1st Call Resolution (1,2,3) 2.3

Part B Soft Skills (1,2,3) 1.8

Total (1,2,3) 2.1

9. Emotional Control Skills (10%)

(1,2,3) 2

(1,2,3) 2

(1,2,3) 2

8. Call Control Skills (10%)

7. Speaking Skills (10%)

(1,2,3) 1

6. Listening Skills & Human Touch (10%)

(1,2,3, N/A) N/A

5. Courtesy (10%)

(1,2,3) 2

4. Problem Solving Skills (12.5%)

Observation Note

3. Taking Appropriate Action (12.5%)

2. Thoroughness (12.5%)

(1,2,3) 3

1. Accuracy (12.5%)

(1,2,3,N/A) 2

2 key strengths in this call

2 key areas of improvement in this call

Show ownership and use of empowerment

Follow proper procedures

Follow up and gain customer confidence (I FOLLOW)

Volunteering to go extra mile

Work with caller to achieve best outcome

Refer to superior only when necessary

Say "no" politely when necessary

Proper Opening & Closing

Address customer by name/appropriate title

Use proper transfer & hold procedures

Offer apologies if appropriate

Capture information without making customer repeat

Not make assumptions and interrupt customer

Use active listening responses & reflecting phrases

Show empathy if appropriate

Paraphrase

Explain action

Use polite language & proper/pleasant tone

Tailor conversation to suit customer's needs

Express information/intentions clearly and confidently

Sound warm, friendly, cheerful, helpful, patient and sincere

Use appropriate rate of speech

Use all resources to handle requests

Willing to double-check

Promote products and services

Provide necessary information to close transaction

Follow prescribed call flow

Ask relevant questions and give information quickly

Steer conversation to main purpose of call

Show no signs of impatience and irritation

Allow customer to air his/her grievance

Maintain enthusiasm

Willing to be of service consistently

Not criticize company or co-workers

10 October 5-8, 2013

Designing ACE … seeking a remedy … behind the scene

Use two theoretical frameworks for Work of the Heart

– The Dialogical Self by Hermans (2012)

– Person-centredness by Rogers (2007)

Redesign the call quality assessment to be more goal-congruent

Use actual calls to initiate discovery and convince self that

connection to customer is more than interaction with customer

Train managers to coach for future, not what went wrong but what

would make a better customer connection


San Jose

11 October 5-8, 2013

The Dialogical Self … aligning self to customer experience

What does making contact with

customers through the phone

mean to you?

What’s in it for you to make

contact with customers via the

phone?


San Jose

To revitalize the call rep’s heart to serve customers

Where do I put “I as serving

customer in my self space”?

Where is “I as understanding

customer” in my self space?

Where is the statement “Me as

accepting customer behaviour

as it is” in my self space?

To establish the “I” in customer-serving job

self

self

I love

to help impatient

mother

12 October 5-8, 2013

The Person-centred Approach … connecting with others


San Jose

AUTHENTICITY

EMPATHY

POSITIVE REGARD

POWER

13 October 5-8, 2013

New Call Quality Assessment

Focused on person-

centredness for connectedness

More leeway is given in

judging technical competence

Coaching area must be well-

specified

Overall assessment is a

combination of connectedness

and technical competence

Exemplary performance is

rated with and performance

below the mark is rated with

letters rather than numbers


San Jose

14 October 5-8, 2013

Call Analysis


San Jose

Little John – poor call; 2min 51sec

Kitty – good call; 2min 58sec

15 October 5-8, 2013

Help managers learn to identify

coaching focus and give feedback

effectively through role plays,

mimicking and mirroring exercises

Coaching Reps to Connect to Customers

Connect to your Rep

Less is More

Ask Powerful Questions

1

2

3

16 October 5-8, 2013

In Essence … ACE introduced a new way of thinking and doing

Gave new meaning to old

language

Expanded vocabulary for

emotion words

Analysed scripts differently

Gave permission to deviate

Trained to ask powerful

questions

Used different symbols for

success


San Jose

17 October 5-8, 2013

Expressing Emotions; Expanding Vocabulary


San Jose

18 October 5-8, 2013

Recharging Seniors to Vitalise Others … top down

2-day ACE investment in

Bangkok

– Align self to customer-serving work

– Analyse calls and understand how

to use the new call quality form

– Calibrate for shared understanding

– Coach seniors to coach

Personal involvement in

change

– Draw up communication details

– Co-facilitate ACE workshops

– Keep track of MOT data

– Sustain effort post-ACE with

stories and more


San Jose

19 October 5-8, 2013

Feedback on ACE Workshop


San Jose

“You should know that all I hear is that ACE is offering a

real opportunity to improve call center customer

experience. “Everyone” wants your product. Well done!”

~ Vice President, HR

“My job is not just taking calls, but talking to customers to find out

their true need” ~ CS Specialist

“I believe behaviors can be changed by

connecting to reps first and showing

empathy, positive regard and authenticity”

~ CS Manager

“I have been in CS for 15 years and this class has opened my eyes to

observe customer experience in a different perspective”

~ Participant

“It’s a very interesting workshop where our thoughts

are challenged to think of emotions and

psychological aspects of customer relationships

~ Participant

“This is the

missing link!” ~ Senior Manager

20 October 5-8, 2013

Preliminary Results


San Jose

FY13H2 Jun'13 Jul'13 Aug'13

JP


KR


TW


ECN


SCN


NCN


DXP


BKK


ECCC


APAC

FY14

Goal

21 October 5-8, 2013

LEAVING YOU WITH

THOUGHTS ON INNOVATION

The END


San Jose

22 October 5-8, 2013

References


San Jose

Hermans, H. (2012). The Dialogical Self. Handbook for the Dialogical

Self.

Rogers, C. (2007). The necessary and sufficient conditions of

therapeutic personality change. Psychotherapy: Theory, Research,

Practice & Training, 44(3), 240-248.

Wazlawick, P & Beavin, J. (1967). Some formal aspects of

communication. American Behavioral Scientist, 10(8), 4-8.

Documents

Vitalising Person-to-Person Contact in Customer-serving … · 2018. 4. 3. · Asia Pacific Vitalising Person-to-Person Contact in Customer-serving Relationship Choon-Neo Siow, Ton