Conclusions 1st Solutel Customer Service Improvement Forum

As we have already mentioned, last October 27th, the 1st forum organized by Solutel for companies with concerns about improving customer service was held in the Torrespacio building in Madrid.

The idea for this event arose after SOLUTEL’s experience in the design and implementation of CISCO Contact Center projects. SOLUTEL in the design phase of this type of projects, meets with the Contact Center managers and recurrently finds that these managers have in common the same challenges that they had in the past such as budget cuts, staff recruitment, obsolete technology systems, customer loyalty … What has changed is the way to deal with them. Previously, the main problem was cost control, but now the focus is on the customer and improving the customer experience. The whole design of the Contact Center solution revolves around the figure of the customer and improving his experience when he comes into contact with the company.

The session took place in an atmosphere of colloquium and dynamic participation of the attendees. The central figure and conductor of the topics to be discussed was Ms. Susana Vazquez, Operations Director of ASITUR. ASITUR is considered to be the best customer service center in the insurance sector, they have received several awards and their quality, service and satisfaction data are truly impressive. Susana began her speech by commenting that the basic pillars we need to improve and serve our customers well are:

COMPANY CULTURE – TEAM – TECHNOLOGY.

Achieving success in improving customer service is a fundamental objective for companies; therefore, it must be included within the company CULTURE and incorporated into strategic plans that are shared with the work teams. The TEAM is the foundation; they must be highly involved and made to feel that they are a part of the company and are key, through the recognition of the individuals who make up the customer service department. WE ARE ALL RESPONSIBLE FOR CUSTOMER SERVICE. And TECHNOLOGY must help us achieve our objectives; it must be fast and simple.

Changes: Team management, backoffice, training and surveys. There comes a time in the life of a company when you have to make a change to focus everything on improving customer service and focus efforts on improving the customer experience. Managing this change is key to achieving objectives.

And when you already have the team and the processes in place, how do you achieve excellence? In customer service everything is measured with surveys, in the case of ASITUR has a level of excellence in this field. Their clients are not the users of their services but they make sure to maintain and increase a level of quality from the beginning to the end of each client. The N.P.S. (Net promoter Score) indicator and others are used to maintain quality metrics. NPS is essentially the idea of one service user recommending this service to another, and managing the scores to achieve this.

The symbiosis between business and people is a fact and there must be a balance between the two parties to achieve objectives in both directions.

TELEWORK

The telework is a part where most of the questions and the challenge of its implementation were focused, starting from the basis of having people already trained and experienced to lead these new ways of providing customer service. It is common in all organizations to have a teleworking team to solve situations such as: problems to attend the workplace (weather), conciliation and peak call campaigns. Different time zones and product and language skills. The combination of telework + office work solves service availability in global terms.

TECHNOLOGY

The challenges of the future among the attending companies in general is to shape that culture of improvement of customer service in some cases and in the other challenge is in the improvements and implementation of new information systems that help to better understand the transactions with customers.

In this sense, another concept that has emerged is the specialization of customer service centers in order to provide a higher value service and to simplify the most basic tasks with user applications (self-service). Mobile self-service tools (Development of mobile applications)

Omnichannel is another important challenge, so that each customer can have a way of relationship through different channels, not only voice, but also chat, email, video, web, social media, etc.

Conclusions 1st Solutel Customer Service Improvement Forum

COMPANY CULTURE – TEAM – TECHNOLOGY.

TELEWORK

TECHNOLOGY

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