Creating the customer experience

Transcription

1 Creating the customer experience INSIGHT. EXECUTION. ADVANTAGE. Customer experience outsourcing that transforms business performance

2 3 Your customer management future 5 The Webhelp difference 8 Services for life 9 Productive partnerships We believe outsourcing can transform business performance. Measure our value by the results we deliver; higher revenues, lower costs and a loyal customer base of enthusiastic advocates. 2

3 Your customer management future Your future is in your customers hands. Their actions determine your success. So, when we work with you, we ll focus on creating customer experiences so compelling that customers will choose you first time, every time, and recommend you above any other to their family and friends. Such experiences don t happen by accident. They re engineered Our analysts and solution designers use analytics-driven INSIGHT to reconfigure and refine how businesses engage with their customers at every touch point and across every channel. Our operations and delivery teams are responsible for the seamless EXECUTION of those experiences time after time, day after day, in state-of-the-art centres across the UK and offshore. Our clients judge our performance by the business ADVANTAGE they gain and reward us accordingly. We re so confident in our ability to boost their performance, that we re prepared to link our remuneration to the achievement of their business objectives. Insight: Understanding your business and market Analysing your customers behaviour Designing compelling experiences Execution: Deploying dedicated teams and proven processes Monitoring customer effort, customer satisfaction and NPS Reproducing excellence day after day Advantage: Higher revenues Lower costs A differentiated customer experience Enhanced loyalty and advocacy 3

4 Transformational partnership for Vodafone TESTIMONIAL In 2010 Webhelp s 9 year relationship with Vodafone was translated into a strategic partnership when it became the mobile operator s exclusive UK-based consumer customer service provider for the consumer market. Webhelp kick-started a programme of transformation by taking over Vodafone s 800 seat contact centre in Warrington and transferring 500 of its people its own employment. Today 1,600 Webhelp people deliver 16 different activities for Vodafone from four locations. Transformation still ongoing has delivered an over 100% improvement in Vodafone s key metric, the Net Promoter Score, while increasing revenue from service calls by 300% and contributing to an 9% increase in customer tenure. Proactive demand management has reduced calls and the costs associated with managing them by 20%. 300% INCREASE FROM SERVICE CALL REVENUE Webhelp s approach to partnership is everything we would want it to be; collaborative, constructive and commercially beneficial. The customer experience we deliver has materially improved during Webhelp s tenure, adding measurable value to our business. That so much has been achieved against a backdrop of progressive organisational change at Vodafone and within a rapidly evolving mobile market makes this performance particularly commendable. Vodafone 4

5 Webhelp the difference SMART Solutions Our commitment to transform business performance through effective customer management means we focus on business outcomes above operational metrics. What matters most to us is what matters most to you; cost, revenue, advocacy and an exceptional customer experience. Our ability to engage at this level is underpinned by a series of SMART solutions, principal among them are: 1. Creating customer journeys We recognise that every interaction is part of a customer journey that may cross several channels before reaching a conclusion. For that reason, we ve developed our customer management skills across all channels digital and social as well as voice. We operate multiple channels for more than half of our client base and are working with several to develop integrated omni-channel services informed by a 360 degree view of the customer. Our Solutions Design Team works with clients to design customer journeys that are engaging for their customers and profitable for their business. By understanding what your customers need to do, and the channels best suited to their purpose, we ll help you serve them efficiently and creatively, adding value at every step. Insights gained through analytics let us replace intelligent guesswork with evidence-based certainty as we plan your customer management future. 2. Analysing performance Our ability to design journeys and perfect them in operation is fuelled by our use of analytics. We have, of course, invested in the analytics engines and reporting tools needed to capture data from every channel and make it accessible. More importantly, we ve created a team of expert analysts who transform that data into actionable insight. This not only allows us to understand what is happening in customer interactions today, but to predict customer behaviour in the future. 5

6 3. Managing demand Not every contact has value either for our clients or their customers. We ve spearheaded the use of analytics to identify those that are an irritant to both because they are triggered by a failure, either in the customer journey or deeper in the business. We help our clients identify and eliminate causes of customer frustration and the contacts they give rise to. And we manage demand across channels, determining which customer needs are best served via which channel. By managing demand we ll help you drive cost out of your operation and maximise the performance of every interaction channel voice, digital, mobile and social. By making it easy for your customers to interact and transact we ll deliver an experience that is satisfying to your customers and profitable for you. 4. Making it easy Making it easy for customers to make contact, resolve their issues and complete their purchases means it costs less to serve them and they are more likely to spend more and stay loyal. We have developed a sophisticated approach to measuring customer effort that, in addition to surveying customer opinion, analyses the actual progress of interactions and journeys to identify stumbling blocks, failure points and opportunities to improve. 5. Building advocacy To elevate easy customer experiences into delightful ones, we train agents to be empathetic, then support their resourcefulness with intelligent knowledgebases and flexible propositions. To capture the impact of those experiences, we have developed Touch Point NPS. By contacting customers after every interaction and asking about its impact on their likelihood to recommend our client, we obtain a true measure of how advocacy is being built or destroyed. It also allows us to identify those experiences that fall short and take action to improve. points and opportunities to improve. Touch Point NPS is our finger on the pulse that keeps a constant check on the health of your customer relationships. By turning customer conversations into sales opportunities we ll open up previously untapped routes to revenue growth for your organisation. 6. Extending opportunity Not only do we handle numerous sales campaigns for our clients, we also but specialise in maximising sales potential from service calls. We use analytics and intelligent decision making tools to prompt the agent to make the most appropriate sales offer, based on each customer s demographics and purchase history. And, because our agents are dual-skilled trained and incentivised as service providers and sales makers they ll focus on service excellence first, earning the right to attempt a sale. 6

7 Maintaining market share for Viking Direct TESTIMONIAL Viking Direct has maintained a dominant market share and stable revenues despite a drop of almost one third in the value of the UK office supplies market since the economic downturn kicked in. Its sales and service operation has been managed by Webhelp since 2007, generating annual revenues of over 150 million from a customer base of 500,000 small and medium size enterprises. In a single year our analytics-driven redesign of customer interactions doubled add-on sales, while reducing operating costs by 5% M REVENUE Webhelp knows what it takes to succeed in a tough market an unrelenting focus on customer experience excellence that translates directly into revenue and advocacy. Throughout our relationship its team has delivered insight-driven improvements that have enabled us to do more with less and, by maintaining a top-of-the-range NPS score of 71%, helped us nurture and grow a loyal community of buyers. Viking Direct 7

8 SERVICES FOR LIFE Managing the customer lifecycle We will work with you to maximise the value of every customer relationship at every stage of the customer lifecycle, and to make those relationships satisfying, enduring and profitable. Intelligence from every interaction, at every lifecycle stage, can be gathered, analysed and used; not just to improve the next interaction, but to inform decision making in every business area, from product development to marketing on to operational delivery. Customer acquisition Winning business with targeted and personalised sales approaches. Onboarding Getting relationships off to a good start and laying foundations for long term profitability. In-life customer service Creating differentiation through service excellence. Customer retention Ending relationships gracefully to leave the door open for future opportunities. Closure management Resolving issues quickly to regain customer trust. Queries and complaints resolution Predicting and preventing customer churn. Maximising Maintaining sales potential revenue flow and Early collections Up and cross sell with intelligent REPEAT reducing the cost additional offers. of debt. 8

9 Productive partnerships Transformation: While our competitors will be happy to replicate your service performance, we re committed to achieving your service ambitions through transformation. Our Business Insights Teams will identify opportunities and build plans to capture them. Our Change Management teams will make sure those plans are executed with precision. We re excited to do things differently and better, and choose to work with clients who set the bar high. Collaboration: We ll match our governance structure to yours, creating unified teams driven by common objectives and shared purpose. We favour action-based reporting and shared problem solving. We ll not only tell you what s happening in your customer relationships but what we can do together to improve them. Commercial alignment: Our collaborative approach is reinforced by commercial alignment. While others are happy to be paid for productivity, we encourage you to base our remuneration on the things that matter most to you lower costs, higher revenues and more profitable customer relationships. We appreciate that such deals are complex to cut, but they motivate us to do the things that are right, not the things that are easy. Flexibility: Our on, off and near shore locations allow us to deliver blended solutions that maximise economy. We are also open to deals that allow you to transfer your customer management facilities and people to our control, turning a fixed asset burden into a flexible operating cost. When underpinned by our commitment to deliver a programme of transformational change such deals allow you to make a step change in service performance without upfront investment. 9

10 Webhelp is a strategic service partner to some of the UK s most customer focused brands in highly competitive industries. Some detail Webhelp UK 10

11 Lifecycle management for Sky TESTIMONIAL In 2010 Sky realised its ambition to establish a 10 million customer base and a presence in more than one in three UK households. Today that base continues to grow and is enriched by access to an even broader array of products and services not just industry leading TV, but broadband and telephony too. In 2011 Sky consolidated its outsourced customer management support from 16 tactical providers to two strategic partners all part of a determination to elevate customer experience quality and grow customer lifetime value. As one of those partners Webhelp deploys over 3,500 people in five locations to support Sky s full product set across the complete customer lifecycle, from acquisition and onboarding to retention PEOPLE IN 5 LOCATIONS Webhelp is making a significant contribution to the achievement of our core customer ambitions. We have noted an 8.5% increase in customer value, a 10% increase in customer retention and vitally a 100% increase in NPS, which tells us we have the advocacy to maintain and grow our strong market share. These results are born of collaboration and a shared determination to exceed customer expectations. Webhelp not only executes our customer management strategy, it helps us define it. Sky 11

12 Webhelp UK is part of the pan-european Webhelp Group, which provides comprehensive customer experience management services across a range of digital, social, mobile and traditional voice channels to an international client base. Today the group provides digital as well as voice channel management for more than half of its client base and, on behalf of its eight largest clients, manages the complete lifecycle of key customer groups across all channels. The Webhelp Group employs 17,000 people across 35 sites across Europe and Africa. Its British headquarters are in Falkirk, Scotland.

13