My Transcom Experience

Posts published August

Author: Cheryll Aganda

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The Transcom Customer Experience Management Approach

Customer Experience is not Customer Satisfaction. It is a culture whereby an organization fully understands and commits to improving the Customer Journey. At Transcom, we believe that improving processes and creating value are fundamental to delivering an outstanding customer experience. Today, I’d like to highlight our Customer Journey Mapping service offering. This is a value-added service that we offer to our clients, and is also one of our top priorities for further innovation.

WHAT IS CUSTOMER JOURNEY MAPPING?
An analytical view that describes the journey of a customer, representing different key touch points that characterize his or her interaction and overall experience with both product and service.

WHY IS IT IMPORTANT?
Journey Mapping exposes all failure touch points that customers experience throughout their lifecycle. This activity allows us to understand and act upon the improvement steps that need to be taken, to ensure that the journey is not only seamless and effortless, but also enjoyable.

ENG OPERATIONS customer journey

A customer’s journey has multiple touch points. When any of these touch points begin to become less enjoyable or inconvenient, the entire experience can be deemed as dissatisfying, or at worst, a ’deal-breaker’, where customers decide to completely leave the path that leads to your products and services.

Customer Journey Mapping allows us to identify these moments of truth, i.e., specific instances that can generate absolute pain, create some inconvenience, and those that can ensure brand loyalty.

ENG OPERATIONS customer journey 2

Because this methodology serves to understand the “end-to-end” events in a customer’s life cycle, all phases or moments of truth that occur are analyzed, and evaluated.

This means that the journey mapping activities will not only focus on operational performance, but will include early life events, such as Lead Generation efforts within the organization – as these would depict the Zero Moment of Truth. All succeeding events or touch points will eventually lead to the Ultimate Moment of Truth, where we all want positive experiences to be shared and promoted, and negative experiences to be prevented.

Author: Philip Sköld

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Customer care in a digitalized world

“Customer experience has never been hotter”. These were the words written in a trend analysis published at the end of 2016 by Forbes Magazine.

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They are not exactly alone in highlighting the significance and value of customer experience: if you do a quick Google search, you get more than 34 million widely varying hits for the term. There are many companies and organizations that have realized that digitalization has a fundamental impact on customer relationships. It is of course all about the way customers experience the services and products themselves, but also about the way the company behind these services treats its customers – that is, the actual customer service offered.

Meanwhile, driven by the younger generation, today’s customers have much higher expectations of their suppliers than say 10 years ago because of the novel fast mobile services now on offer. One bad experience is enough for a customer to switch service providers with a couple of clicks. And there is also the risk of the customer then communicating on social media, which doesn’t tend to do much to strengthen a brand.

Customer experience is increasingly crucial to all companies today. It’s an important source of differentiation. At the same time, digitalization is gradually changing the playing field in terms of companies’ interaction with their customers. The technical tools now available are creating new opportunities to meet customers’ expectations. But the challenge is to strike the right balance between human interaction and automated services.

In the article “Customer care in a digitalized world” by Johan Wickström, published in our Hello Transcom magazine, you can read more about the latest trends and how Transcom is continuously innovating to address the changes in our industry.

Transcom Italia launches gamification project to increase service quality and improve user experience

Gamification is the application of game logic and mechanisms to other fields, for the purpose of engaging with people and conveying specific messages to them in an efficient and agreeable way.

In an ongoing quest for innovative tools to improve Customer Experience, Transcom Italia has developed “Transcom Champs”, a Gamification project focused on improving quality, efficiency and performance in all the customer care, technical/commercial assistance, upselling and cross selling activities that Transcom manages for its clients.

Transcom Champs is a browser game designed to train new recruits, test their skills and improve performance through a series of challenges that take the form of timed quizzes. The inclusion of specific gamification components makes this software a real game and not just a questionnaire. It features alliances, challenges, teams, tournaments, trophies and a points system, which engage with personnel on an emotional level, stimulating their competitive spirit and their ambition to achieve and obtain recognition for excellent operating results.

The challenges are based on the KPIs (Key Performance Indicators) defined by Transcom clients, as well as in the areas of technical skills, operating procedures and the soft skills typically required in customer care. The tool has proven to be particularly effective at quickly identifying the areas of improvement for each team or individual, so that actions can be implemented quickly in order to close any gaps.

In May, Transcom launched a pilot for front-end personnel working on two important client accounts in the telecommunications and financial services sectors in Italy. Right from the start, all the employees involved showed an incredible level of enthusiasm. Many of them even accessed the web platform from home or by using their mobile devices, so they could repeat the challenge and try to earn their way to the top of the rankings.

Immagine Gamification

Beyond improving operating efficiency, the new Transcom Champs platform improves both workers’ satisfaction and their commitment, which translates into top notch service for users.

The browser game can be fully customized according to specific needs and priorities, making it possible to:

  • Improve performance in terms of effectiveness and quality
  • Increase up- and cross selling volumes
  • Increase the level of specialization and expertise in systems, processes, procedures and communication skills
  • Improve employees’ attitude to the company and their work
  • Increase motivation
  • Increase employees’ loyalty to the company