Carnival UK Case Study - improved service, engaged staff and reduced costs
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Customer experience seminar – Oct 2013
How the travel giant has improved customer service, engaged staff and reduced costs
Julie Warne, Head of Customer Contact Centre, Carnival UK
Carnival UK case study
Carnival UK case studyhttp://www.youtube.com/watch?v=ABz7E35vWOc
• One of the worlds largest vacation company • Fulfil over 10m passengers dreams a year • Cruising is a complex business• Carnival UK responsible for the two brands
within one Customer Contact Centre • B2B & B2C relationships
Background
“In 2008 and to date my challenge is to deliver great service, maintain staff engagement during a difficult economic environment, therefore reducing costs”
2008The expected
Reduce calls Increase Productivity
Always...The unexpected
Challenges
• Streamline the Contact Centre (maintaining Customer Service)• Focus on Self Service• Focus on Expertise
Thoughts……
Voice calls
Emails
Consumer Website
Trade website
•Remove calls with a low value
•Deliver consistent information
•Provide greater value 24/7
•Customers/trade using the most cost effective channels
Transversal ?
Very valuable Knowledge
Very valuable Knowledge
• Engaged with transversal in 2008– Created a knowledge base executive role– Launched internally shore side and evolved the content– Gave access to our ships crew
• Deployed to our trade website in 2009 – Ask CCS.com
• Deployed to our consumer website later in 2009– Customers had to ask a question before an option to
email us was is presented– Now deployed in social media
Our approach….
What do our customers ask?
Do the crew leave the ship at night?
Will my window be below the sea?
Will you have a bicycle pump on board?
Do I have to pay to go ashore?
Can we go ashore independently?
Do you do singles cruises (like a dating type cruise)?
Will I get a chance to 'drive' the ship?
Benefits….
Dec-10 Jan-11 Feb-11 Mar-11 Apr-11 May-11 Jun-11 Jul-11 Aug-11 Sep-11 Oct-11 Nov-11 Dec-11 Jan-12 Feb-12 Mar-12 Apr-12 May-120
50000
100000
150000
200000
250000
300000
350000
400000
450000
Ask CCS Entry Views Internal Entry Views Cunard Entry Views P&O Entry Views
Hits By Entry Point
• Experiencing over 3million views a year• Have grown capacity and reduced headcount
Benefits….
2008 2009 2010 2011 2012 20136,800,000
7,000,000
7,200,000
7,400,000
7,600,000
7,800,000
8,000,000
-
50.00
100.00
150.00
200.00
250.00
300.00
Capactity v FTE
Manpower Budget PBD's AV. FTE
• Reduced our call volumes
• Building Expert within our Contact Centre• Consistent messaging to our customers
Benefits….
2008 2009 2010 2011 20120
200000
400000
600000
800000
1000000
1200000
1400000
1600000
1800000
Call volumes
call Volumes
• Helps with the marketing messages to customer– Improved our pre cruise information – Improved our general website content
• Customers love it!
• Incident information
• Operates 24/7
• Improved engagement within the contact centre
• Key support to structure change on how Customer is supported through the CCC
Benefits….
• Introducing Multichannel– Web Chat– E - Forms– Click to Call
• Key to integrate with the knowledgebase
Future plans….
Questions?
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