*Based onpractical experience fromEnergaGroup (Polish utility)
PiotrMERKEL
Howshall wedesigntheservicemodeltomeet customer prefferences andneeds*
CUSTOMEREXPERIENCEMATTERS
✅ 25years ofexperience
✅ Consultant&Manager
✅ Customer - oriented
✅ Frontline toBack Office
AGENDA
1. Empathy – what does it mean …2. Success story#1– Migrating customers toremote channels3. Success story#2– Empowering themobile4. Customer servicevscustomer experience5. Takeaways:Thelesson learnt
Questions &Answers
4
“I’velearnedthatpeoplewillforgetwhatyousaid,peoplewillforgetwhatyoudid,butpeoplewillneverforgethowyoumadethemfeel”
MayaAngelou
Empathy hasmanydifferentdefinitionsthatencompassabroadrange ofemotionalstates,including:
• caringforotherpeopleandhavingadesiretohelpthem;• experiencingemotionsthatmatchanotherperson'semotions;• discerningwhatanotherpersonisthinkingorfeeling;• andmakinglessdistinctthedifferencesbetween theselfandtheother.
EMPATHY
5
EMPATHYINBUSSINESS
http://www.ir.energa.pl/
6
7
ASSURE THE COMFORTIMPROVE THE QUALITY OF LIFE
ca2,5mio residentialcustomersavrg bill: 30EUR/month
cost toserve/cost tobill: 20EURpaENER
GYRETAIL:M
ASSMAR
KET
8
33"PLN 1"PLN"(samoobsługa)15"PLN"(konsultant)
@"/"www CC
6"PLN
Alternative /"RemoteTraditional Channels
POS
MIGRATION:
700"000"Custommers (25%)500"000"Contacts p.a.
Average cost of,handling
50"PLN
Average cost of,handling
v tohandletheincreasingnumberofcallsv toimproveFirstTimeRightv toreducethecost…v tofocusonSales(newcustomers)
THEGOAL#1:MIGRATETOREMOTE
q Processapproach(Design&Measure)q Bringingthetechnology inplaceq Channelspecialization(formating)q “NextGenerationCustomerService”
9
Contracts
Connection Offering Contract Modification Termination
Bill 2 Pay
Billing Invoicing Payments Collection
Inquires & Complaints
Registration Processing Analysis / Investigation Resolusion
Readings
THECUSTOMERSERVICEMECHANICS
Designed andmanaged forefficiency.
10
thetoughgets going
Whenthegoing
gets tough…
Contracts
Connection Offering Contract Modification Termination
Bill 2 Pay
Billing Invoicing Payments Collectiont
Inquires & Complaints
Registration Processing Analysis / Investigation Resolusion
Readings
☛ Back Officestill unsufficient (errors &bottle necks)☛ Channelformated too strictly =>NOCXinplace☛ Focus onorganization efficiency andcost☛ Newcustomers vsexisting portfolio
SOWHATWENTWRONG…
11
THEGOAL#2:MOVETOMOBILE
v tomeetmobilecustomersv towinsomePR(beingdigital)v toincreaseremotecommunicationv toreducethecost…
q Dedicatedmobileapplicationq Integratedwithwww(eBOK)q Availableformajorplatformsq Self-service&selfreadingoptions
12
WHATWASNOTWORKING…
☛ Limited functionality (eg.nopayments)☛ Limited usability (Energaonly)☛ Limited focus (lack ofmarketing andITsupport)☛ Lackoffurther development
Cost ofservice
CUSTOMERSERVICEvsCX
Satisfaction
13
“Ifthereisanyonesecretofsuccess,itliesintheabilitytogettheotherperson’s pointofviewandseethingsfromthatperson’s angleaswellasfromyourown.”
HenryFORD
Organisationalexcellence
Customers’benefits
14
FOLLOWYOURCUSTOMERS
v Loweracquisition cost
v Lowercost tomaintain
v Lowercost toserve/cost tobill
v Fewer inquires &complaints
✅ Improved loyalty
✅ Willingness torecommend
✅ Willingness tobuy
✅ Willingness toshare theinsights
15
THERIGHTSERVICEMODEL
PROGRESS is about
16
EXPLOITTHETECHNOLOGY
making THECHANGE!!!
17
asit WAS…
18
asit IS now …
19
If You try totrain an architectYou should focus on
vision &formnotontechnology
or building materials…
…where is theDIFFERENCE???
☞ OneSize Does NotFitAll =>beflexible andready fornumerous options
☞ Follow theCustomer => let CXdrive theDesign (andit will beeasier ;-)☞ Exploit thetechnology =>change your mental andbusinessmodel☞ Keep it Simple=> let it beeasy,natural&„idiot proof”☞ Focus ontheexisting Customers => it’s cheaper ;-)
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THETAKEAWAYS
21
…ANDDOTHETHINGS!!!
Itell myemployees thatwe're intheservice business,andit's incidental thatwefly airplanes.
HerbKelleher
SOTHEOTHERSWILLFOLLOW…
22
[email protected]+48504742944
http://www.linkedin.com/in/piotrmerkel
CUSTOMEREXPERIENCEMATTERSHowshall YOUdesigntheservicemodeltomeet customer prefferences andneeds?
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