optimising customer engagement through tapping into ... · optimising member web engagement...
TRANSCRIPT
Optimising customer engagement through tapping into employee insight to deliver a sustainable world class customer experienceRAC Sales & Service Director Jonathan George
BackgroundRAC overviewRAC Contact Centre
BristolBirminghamManchester
Sensée
Home Workers
More than eight million membersServicing both private and business motoristsHandle over 80,000 calls a weekWe've been championing motorists for 120 years92% of RAC members would recommend us
RAC Key Facts
BackgroundContact Centre overview2017 development opportunities identified
High level of changeHigher absence than planLow engagementHigh attrition than expected
BackgroundIntroduction
CultureWorking collaboratively
MarketingHR IT Compliance CEO
High Collaboration
Contact Centre
Engagement strategyThe engagement loop
Inform
Review
EngageImplement
Inform and EngageEngagement Channels
Colleague Focus Group
Customer and Employee Surveys
Quarterly Town Halls
Engagement Tools
Exit Interviews
Inform and EngageColleague Town Halls
Business updates Celebrating success Feedback Priorities
Inform and EngageEngagement tools
Feedback Inform
ReviewRetain
ChatterboxFeedback from members taken from colleagues via an online form.
Daily BulletinColleagues informed of changes by a daily bulletin update communicated directly to their desktop.
Ask, ASKAll important information is retained online in a simple to use knowledge database.
Clever NellyColleagues tested via a fun and interactive online quiz.
Review and ImplementChatterbox feedback
08:30
Member informs colleague of mailing error and colleagues immediately raise it on Chatterbox.
Investigation begins and meeting held with CFG to discuss options and preferred outcome for colleagues and Members
Fulfilment house informed and error fixed. Communication agreed and update provided for colleagues.
10:00 14:00 Day +3
New fulfilment starts landing with error resolved. Colleagues are informed and can update Members quickly and efficiently.
Review and ImplementColleague Focus Group feedback
Day 1
Colleagues identify knowledge gap which is having a big impact on colleagues and Members. Group agree on how to best resolve the gap and nominate owner.
Owner begins to organise plan and provides an update to Colleague Focus Group on solution. Group share good news with the department colleagues.
Plan shared with colleagues via official communication channel and final plans put in place.
Day 3 Day 4 Day 7
Knowledge gap plugged which benefits both colleague and members. Ongoing support provided and knowledge regularly reviewed
Inform and EngageCustomer and Employee Surveys
Emp
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PS
Org
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NP
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Inform and EngageMember NPS1. How satisfied are you that the person you spoke to was knowledgeable? – Asked for all colleagues2. How satisfied are you that the advisor was friendly and helpful? Asked for all colleagues3. How satisfied are you that the person you spoke to made you feel like a valued customer? – Asked for renewals /
New business4. How satisfied are you that the person you spoke to recognized your time as a RAC member and made you think of
coming back next time? Asked for retention5. And how satisfied are you that the person you spoke to handled your query? Asked for customer service colleagues
Year to date results:
0
2
4
6
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10
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14
16
Inform and EngageEmployee NPS1. On a scale of one to ten (ten being highly likely), how likely is it you would recommend this company as a place to
work?2. On a scale of one to ten (ten being highly likely), how likely would you be to recommend this company’s products or
services to a friend or colleague?3. I have received a coaching session or 121 with my manager in the past month?4. Please provide additional information (optional)?
16 through to 17 results:
0
10
20
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60
The FutureMember Engagement Optimisation
Member Employee
Synergy
Improved Member Retention
and Improved Net Promoter
Scoreand
Improved Customer Experience
The FutureOptimising Member Web Engagement
Visitors on site at any given point in time
Contacts from online visitors• Static contact channel visibility
Contacts from online visitors• Personalised contact channel visibility
The FutureOptimising Member Contact Centre Engagement
Feedback
Questions?