CS Solutions “The Best Service Is No Service” Peter Massey
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CS Solutions
“The Best Service Is No Service”Peter Massey
“The Best Service Is No Service” written by Bill Price and David Jaffe
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Measuring first contact resolution is hard – so think differently – “Snowballs”Amazon found a unique way to measure how well they resolved first contacts by focusing on second contacts
Unresolved Contacts Get Worse.. Snowballs getting bigger as they roll out of control
Second Contacts at Amazon were called“Snowballs”
The recipient of the second contact was empowered to melt the
snowball
Snowballs had to be “logged” for later analysis and follow up
The “rate” of snowballs was tracked as a proxy for resolution rate and could be measured at
multiple levels
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Copyright Budd UK Ltd 2009
The snowball process delivers improvement in three ways
Strike 1Measurement response
•The focus and measurement of second contacts increases people’s efforts on first point resolution
Strike 2The Melting effect
•Melting snowballs prevents 3rd
and 4th contacts
Strike 3Systematic Improvement
•The data gathered enables systematic reduction in the causes of repeat contacts
FCR is captured in contact rate measurement “CpX”4
Copyright Budd UK Ltd 2009
Running a sustainable “Best Service Is No Service” business model
The right metrics – contact rate per x
Starting the journey with the customer
Set the contact strategy
Focus the business owners on the improvement areas
Gather live root cause and focusinsight
Prioritise and manage action across the business
“CpX”
“Contact categorisation”
“Value Irritant”
“Skyline dashboard”
“What Our Customers Are Saying”
“It’s Raining Projects”
Where’s my stuff?
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BSINS - Embed this improvement process and make it scalable across thewhole business, with communications and MI on the flow of change
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• Root cause analysis of reason codes provided by WOCAS
• Detailed descriptions of the customer issues sorted by contact reason
• Weighting information indicating severity by contact reason/root cause
Real time root cause and customer insight, engaged staff as part of a customer experience strategy – not just cost saving
WOCAS delivers in-depth insight into what exactly is causing the contacts
Aggregate Account-ability Resourcing
Resolution
Tracking
Frontline staff
Prioritise
Measureimpact
Ask Publish
Feedback
It’s Raining Projects
Feedback
Feedback
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Amazon.com CEO Jeff Bezos on customer focused businesses
• “…that execution factor is a big factor and you can see it in our financial metrics over the past ten years. It’s very obvious when, for instance, we look at the number of customer contacts per unit sold. Our customers don’t contact us unless something’s wrong, so we want that number to move down – and it has gone down every year for 12 years"
Source: Jeff Bezos, HBR, October 2007
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0
50
100
150
200
250
1H98 1H99 1H00 1H01
Contacts per Order Index
“Last year, Amazon
received an ASCI score of
84, the highest ever
recorded…This year,
Amazon.com scored an
88…”
BSINS – 80% impact over 5 years in a UK financial services organisation
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10,000,000
20,000,000
30,000,000
40,000,000
50,000,000
60,000,000
0
0.2
0.4
0.6
0.8
1
1.2
2003 2004 2005 2006 2007
Trans
act
ions
/yea
r
Con
tact
s p
er tr
ans
actio
n fa
ctor
Contacts per transac tion fac to r transac tions/ yr
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Avoiding snowballs - Optimise customer journeys through the business by understanding the knowledge, both agent and self serve
“Knowledge - Pebbles and boulders”
Universal agent Product, segment specialist Complexity Split
Copyright Budd UK Ltd 2009
25 min18 min
5 min
3 min2 minI want to pay
Change my address
Am I covered?
I don’t want to pay my billI want different product
hold
HELP hold
HELP Try to locate Fumble through process
Sam – an agent using current practice
Would you trust the answers here? If not, what is the implication?
54 min of time spent
15 min
10 min
5 min
3 min2 min
hold
Question
35 min of time spentTrf Resolution
Resolution
Sam – now has specialist teams to call upon
Trf
I want to pay
Change my address
Am I covered?
I don’t want to pay my billI want different product
10Copyright Budd UK Ltd 2009© 2004 Limebridge Pty Limited
Example – first directMaximise throughput, value, customer experience and channel use
Self service
Consistently great human service for simple demands
Transfer to specialists for longer processes after Id and get it right first time eg• Mortgage purchase• Foreign payments• Fraud checks
Customer view11
Copyright Budd UK Ltd 2009
Copyright Budd UK Ltd 2009