Customer centricity is not easy. Marketing tries to spread a brand message, customer service tries to fullfill the promises. This presentation proposes a new approach for contact centers, with a focus on value creation instead of on cost cutting.

1. The future of
customer care
Koen Delvaux
@kodel

2. 1. THE END OF MARKETING

3. MARKETEERS ARE LIVING IN FEAR:
THE OLD TACTICS NO LONGER WORK
@kodel

4. Marketing=
why you need to buy our product
Branding=
this is who we are (cool, huh!)
Marketing vs. branding
@kodel

5. Marketing doesn’t work anymore
@kodel

6. Branding still works!
@kodel

7. But don’t confuse the two
@kodel

8. Word of mouth is here to stay
(with social media as amplifier)
@kodel

9. The end of marketing is a good thing:
without the window dressing, we are
forced to become a better company
So, what’s the future of marketing?
Customer care is the
new marketing
@kodel

10. 2. THE END OF CUSTOMER CARE

11. Technology is creation frictionless service
service becomes irrelevant
@kodel

12. Disintermediation is around the corner.
What will we sell tomorrow?
@kodel

13. We want to:
decrease contact rate (lower cost)
handle calls faster (lower cost)
first time right (lower cost)
but we are making
ourselves irrelevant
@kodel

14. 3. REBIRTH OF YOUR BRAND

15. Why do we have values?
Who determines those values?
Who owns our brand?

16. People want to express who they
are. Discover their identity and
your brand is here to stay.
@kodel

17. Focus on
retention,
not
acquisition
The sustainable way to ‘viral’
(Flip the funnel, Joseph Jaffe)
@kodel

18. You need to make people
part of your brand story.
Every single day.
@kodel

19. What would Duco do?
@kodel

20. It starts with brand love by employees.
@kodel

21. 4. PUTTING YOUR BRAND IN ACTION

22. brand
message
customer
experience
service
interaction
product
experience
@kodel

23. How does your organization behave?
How do your employees feel?
What do you do to let your customers
experience your brand?
CUSTOMER CENTRICITY
ABC:
positive attitude
bold communications
continuity
@kodel

24. Some 20 minutes later the first
employee – and I don’t remember
his name – finds me and says :
“Chris – yes he still remembered my
name – I found a solution : a
wireless hard drive (1 TB !) that you
can connect via Bluetooth”. He
showed the solution on his iPad and
said “It costs 199 $ at Best Buy, the
nearest is 2 miles from here, and it’s
open until 10 pm, do you need a
map or driving instructions ?”
Apple employees go all the way
Even if this means directing you to a competitor
@kodel

25. FROM
PROBLEM SOLVING
TO
BRAND EXPERIENCE
Contact centers need to be managed
differently to create positive brand
experiences.
We need more autonomy and more
proactive (outbound) contacts.
@kodel

26. from:
agent focus
to:
customer focus
handle time
speed to answer
contact rate
transfer rate
WOW! experience
first time (100%) right
net promoter score
customer helps customer
Use new key metrics to guide staff
@kodel

27. Lesson
1
STOP THE CALLCENTER
Make smaller, self supporting teams
Each team has it’s own customers
Give them autonomy & customer KPIs
@kodel

28. 5. THE CUSTOMER FEEDBACK LOOP

29. Marketing defines the brand
Customer care defines the experience
THEY BOTH NEED DATA TO
DRIVE CHANGE
@kodel

30. content
feedback
listen
change
commu
nicate
@kodel

31. content
1. marketing
listens to
customer
interactions to
detect topics
feedback
listen
change
commu
nicate
@kodel

32. 2. content
marketing is
launched to create
public conversation
about these topics
1. marketing
listens to
customer
interactions to
detect topics
content
feedback
listen
change
commu
nicate
@kodel

33. 2. content
marketing is
launched to create
public conversation
about these topics
1. marketing
listens to
customer
interactions to
detect topics
3. feedback is given
to customer care
teams
content
feedback
listen
change
commu
nicate
@kodel

34. 2. content
marketing is
launched to create
public conversation
about these topics
1. marketing
listens to
customer
interactions to
detect topics
3. feedback is given
to customer care
teams
content
feedback
listen
change
4. customer
care teams
change their
procedures
commu
nicate
@kodel

35. 2. content
marketing is
launched to create
public conversation
about these topics
1. marketing
listens to
customer
interactions to
detect topics
3. feedback is given
to customer care
teams
content
feedback
listen
change
4. customer
care teams
change their
procedures
commu
nicate
5. marketing
communicates the
changes
@kodel

36. Lesson
2
CREATE A FEEDBACK LOOP
Use data from customer interactions to
drive changes to other touchpoints on
the customer journey.
This gives purpose to employee’s jobs.
@kodel

37. Example: New invoice design. Based on
input by contact centers + cocreation with
customers
@kodel

38. Zappos. Delivering Happiness
@kodel

39. 6. HOW TO GET STARTED

40. The transparency of social media
provides a good leveraging point
to start the customer care
revolution.
Social media is the ideal catalyst
to introduce change in large
organizations.
@kodel

41. 5 STEPS TO IMPLEMENT
CUSTOMER CENTRICITY
1
2
3
4
5
INTERNAL SOCIAL
EXTERNAL SOCIAL
VIRTUAL TEAM
WEBCARE TEAM
END CALLCENTER
@kodel

42. 1 INTERNAL SOCIAL MEIDA
• Create an account
on Yammer or
Sharepoint
• Post a daily
blogpost/update
on what you are
doing:
“changing the company
towards customer centricity”
@kodel

43. 2 EXTERNAL SOCIAL MEDIA
• open a Twitter
account and
respond to
customers
• monitor brand
keywords and
interact
Execute pressure on the organization using
social media (Chief Customer Officer)
@kodel

44. 3 VIRTUAL TEAM
• Start by creating
a Facebook page
• Set up basic
monitoring
• Let the team
provide 1 post
per day
The key is to start a team of volunteers (meet
during lunch hour) from different departments
@kodel

45. 4 WEBCARE TEAM
• Write down
processes for
consistency
• Organize dry runs
to practice scenarios
• All tickets of this
team are PRIO 1
Always handle the complete case in this team
(no second line), also when using the phone
@kodel

46. 5 END CALLCENTER
• The webcare team becomes a blueprint for
the rest of your customer care organization
• Each team of 10-12 people is responsible
for a group of customers.
• Teams are self-steering and rewarded for
positive NPS & creating ambassadors.
Bring in non-callcenter managers, teamleads
and staff. We can’t use the old mentality.
@kodel

47. 2 THINGS YOU NEED TO REMEMBER

48. You only need to remember 2 things:
Lesson
1
Stop the contact center
Lesson
2
Create a feedback loop
make small, self-supporting teams
use real-time monitoring to guide
your actions & change the company
@kodel

49. THANK YOU
@kodel