sdn london 2016: the proof is in your people
TRANSCRIPT
www.service-design-conference.com/london# S D N U K 1 6 @ s d n _ u k @ S D N e t w o r k
Service Design NetworkUK Conference
3 0 J U N E 2 0 1 6 - L O N D O N
DEVELOPING A DISTINCTLY VIRGIN CUSTOMER SERVICE
THE PROOF IS IN YOUR PEOPLE
JAMES SAMPERI DIRECTOR, ENGINEEMMA WATKIN, SENIOR QUALITY MANAGER, VIRGIN MEDIA
Virgin Media 2015UK’s leading quad-band provider
5m customer relationships serving 12.5m homes in the UK
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Virgin Media 2015UK’s leading quad-band provider
Ambition to add 4m more in the next 3 years. Making 16.5m
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Why is this interesting for us (and hopefully you)
Design of people-led serviceCultural changeImplementationCommercial Impact
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SHIFT TO A CULTURE OF
SERVICE
A VISION FOR CHANGE
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Vision setting .iSee
Creating a mindset for great service.
iSenseEnabling our
Managers to lead high
performing teams.
iLead
Creating and embedding behavioral change frameworks to guide
iAct
Right people, right training,
right tools
iKnow
63% of positive feedback related to staff, only 8.3% for the products and services themselves
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CAN WE MAKE THE SERVICE A REASON TO STAY, BUY & RECOMMEND?
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CAN WE INCREASE
REVENUE AND PREVENT
COST?
CAN WE MAKE THE SERVICE A REASON TO STAY, BUY & RECOMMEND?
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CAN WE INCREASE
REVENUE AND PREVENT
COST?
AND CAN WE KEEP DOING IT?
VOICE OF OUR BRAND
service design
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How could we make customer happier everyday?...
• Fix things first time around.
• Give reasons to stay & create commercial gains.
• Deliver Virgin Branded experience.
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There is no perfect, single interaction
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Service quality, Critical behaviours, Channel frameworks
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INTRO VIRGIN MEDIA INTRO Focus on
how we want customers to feel
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INTRO Focus on how we want our colleagues to behave
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Hanging out, Listening, Co-creating…
1 2 3
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INTRO VIRGIN MEDIA INTRO
Critical to quality
Critical to conversion
Distinctly Virgin
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INTRO VIRGIN MEDIA INTRO
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INTRO VIRGIN MEDIA INTRO
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“Be more curious”
INTRO VIRGIN MEDIA INTRO
“EffortlessEnthusiasm”
MAKING IT HAPPEN
service design plus – design-led change
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How can we make it happen?...
• Implement appropriately
• Embed the way of working
• Spec the systems and processes
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CARE(2011)
GROWTH(2012)
ACCESS(2013)
RETAIL(2013)
REFRESH(ONGOING)
EVOLVE AND ADAPT
(2014-15)
‘ENGAGING’TRAINING
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INTRO VIRGIN MEDIA INTRO
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INTRO VIRGIN MEDIA INTRO
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‘EMPOWERING’ADOPTION
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INTRO VIRGIN MEDIA INTRO ‘I really found VOC a difficult KPI to achieve. I
felt I was doing the best job possible and still I was getting surveys through which customers weren't rating a 5 and couldn't work out why. I felt this was an unfair KPI that I couldn't control. But I was wrong!
I listened to my calls in Selfie sessions and using the VoB framework I was able to recognise how I could make my conversations more memorable’
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‘COACHING’ADOPTION
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INTRO VIRGIN MEDIA INTRO
INTRO
‘THE RESULTS’IMPACT
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INTRO VIRGIN MEDIA INTRO RESULTS
10,000
£1.25m
17% increase
30% increase
Successfully trained
Annual financial benefit from reduction in churn attributed to frontline actions and behaviour
Positive behaviours recognised by customers from 2010-14
In operational NPS (contributing to customers likelihood to recommend)
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INTRO VIRGIN MEDIA INTRO TAKEAWAY
Always evolving
Culture takes time
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Balance
Some photos courtesy of Louise Downe. Cheers Dude.