My Transcom Experience

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Author: Helene Ruda

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TalkTalk walks the walk with digital customer service strategy

Five years ago, TalkTalk was one of the most complained about telecoms operators in Britain. Today the company has completely turned things by revamping the contact centre operating model and finding new ways for customers to get the support they need across digital channels. As a result, TalkTalk is succeeding in its mission to be a value champion taking on the traditional giants in one of the toughest industries in Britain. 

After being handed the Daily Mail’s ‘Wooden Spoon’, given to companies their readers deem have the worst customer service, TalkTalk, which delivers value for money phone, broadband and TV packages to more than 4 million UK customers, realised it needed to change. One of the problems was that it had recently acquired several different companies who all had their own customer service networks. As a result it was working with many different outsourcing providers, making it incredibly hard to deliver a consistent customer experience.

Talk Talk

A decision was made to simplify and streamline the number of partners and at each stage, TalkTalk chose to stick with Transcom, despite the fact that Transcom’s Manila-based operations were so far from the UK.

“The temptation was to work with someone closer, so that’s a testament to the quality of Transcom’s services that it negated the distance,” says Sholto Mee, Head of Customer Service for TalkTalk. “We wanted to move to a larger strategic partnership where we could develop a deeply embedded relationship, one with equal respect where we share in each other’s successes and have to work together in order to be successful together.”

Remarkable turnaround

The results have been remarkable, and today TalkTalk outperforms larger players such as BT in the regulator’s formal reports on customer satisfaction and complaint handling. One of the main reasons is because TalkTalk has realised that customers increasingly want to interact with companies using a variety of channels, especially digital ones. One of the company’s main strategies has been to invest in innovations such as Live Chat functionality and online self-service so that customers can solve their problems digitally, thereby reducing the numbers of calls into contact centres.

“We are seeing customers migrate to digital channels more and more, and customer satisfaction is much higher in those areas as a result. Today 40 percent of our frontline customer service is through live chat, compared to 5 percent a few years ago,” says Sholto Mee.

And consumers are more demanding, and more likely to switch than ever before, keeping those customers happy is crucial.

“Internet connectivity is as important to consumers today as electricity or water. People expect to be able to be online 24/7, and expectations are on a completely different level than they were five or 10 years ago. It’s crucial we deliver support in a way that retains those customers,” says Mark Lyndsell, Transcom’s Country Manager for UK and Asia Pacific Accounts.

New solutions changing the game

Today about 1,800 agents in two of Transcom’s delivery centers in Manilla handle all types of customer queries for TalkTalk, from billing to technical support.

And TalkTalk is constantly adopting innovative solutions, such as voice biometric software that helps identify customers without having to go through lengthy security questions. Transcom has also created escalation layers so that more skilled agents can deal with callers who have urgent problems or complaints.

And TalkTalk is planning to launch a new WhatsApp-style messaging application where customers can send questions and replies to agents at any time, without the need for instant responses.

“That’s really exciting because it fundamentally changes the experience from the customer’s point of view. They can engage with us on their terms, when it suits them. If they need an instant response, they get one. But if they want to send a message, then get on the train and check the response later, they can fit in their questions around their day-to-day lives,” says Sholto Mee.

It’s clear that TalkTalk is determined to stay ahead of the game and isn’t afraid to make fast and sweeping changes to the way the company operates. That means their partners must have the same attitude, and willingness to evolve.

“The reason why our partnership has lasted so long is that Transcom has been able to align to their culture,” says Mark Lyndsell. “TalkTalk is very entrepreneurial. They like to zig when everybody else zags. They like to buck the trend. That means you have be very agile and flexible in terms of your thinking when you’re working with them.”

And that’s also why TalkTalk feel they have found the perfect partner in Transcom.

“We operate at the value-end of the market which means we can’t outspend our competition, we have to outthink them. That means we have a culture of moving quickly and delivering innovative products. So all our partners have to be flexible with us,” says Sholto Mee. “Transcom is great at that because they have a flexible management team with the ability to deal with ambiguity and deal with change. We talk about challenging with integrity. It’s a two-way dialogue, and that’s based on trust.”

This article, written by Mattias Karén, appeared in the latest issue of the Hello Transcom magazine.

Download the Hello Transcom magazine here.

Author: massimiliano macchia

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Transcom selected to provide customer assistance for the new famil.care service

Early in April, Transcom began managing customer service for famil.care, a new digital platform created to allow family caregivers to protect their loved ones remotely, look after their everyday needs, and provide assistance in an emergency.

Why was the service created? According to a Doxa survey commissioned by famil.care, about 19 million people in Italy receive daily assistance from their families: 13.4 million over 65s (a figure that is expected to reach 22 million in 2050) and 5.2 million children from 7 to 15 years old. About 15 million people (mainly women between the ages of 45 and 50) provide daily assistance for family members. These caregivers share their time between home and work, trying to get on with their own lives while taking care of their loved ones.

What is the new famil.care platform? It’s an app that offers a very simple way to make sure loved ones are safe and sound at all times, even at a remote location, and to receive alerts if ageing parents or children find themselves in difficulty. All interactions and checks are channeled through the family’s smartphones, which are connected to a simple, discrete device that the elderly person or child wears at all times, with an emergency button for them to press if they need help.

SALES image famil care

The famil.care service is already available in Italy, the UK, Germany and France. Transcom has been selected to provide the multilingual customer service to support famil.care users from the company’s Milan site. The service is managed over both voice and chat channels, with an integrated approach that uses a specially designed solution developed in its entirety by Transcom. While clearly technology-intensive, the service is harmonized by the human relationship established with specialist operators.

Every customer service project is special for the Transcom people who provide it, but when it comes to healthcare, as in this case, the human factor becomes even more important and the focus on quality is paramount across the entire team.

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.

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
Author: Alberto Martínez Bernardo

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Transcom Spain awarded at the Platinum Contact Center Awards 2017

Transcom has once again been recognized with this important prize awarded by the Contact Center Magazine in one of the most prestigious customer care galas in Spain: the Platinum Contact Center Awards.

In this year’s event, which was held at the Goya Theater in Madrid, Transcom was awarded in the “Best Customer Experience in Banking” category for the high-quality services provided to one of its main clients.

TRANSCOM (2)

The awards ceremony was attended by more than 300 contact center industry executives from various sectors, and the participating Contact Center and Technology companies.

These awards recognize the excellence and know-how of companies that each year demonstrate their firm quality commitment and their efforts to develop the relationship with their customers. Companies in the sector are awarded for their high degree of professionalism and competitive services, adapted to the needs of each client.

Juan Brun, Country Manager of Transcom Iberia, said: “It is an honor having received this award once again, which reinforces our leadership position in such a demanding industry as banking. To keep the level of quality and high standards year after year is a challenging task and this award recognizes the great work done by our teams each day”.

Author: Arturo Fernandez

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Transcom’s industry-tailored CX expertise

The world of customer care is currently going through a period of radical transformation. And, like in many other areas, the drivers of change are digitalization and the ever-present ambition to always offer the best possible Customer Experience. It should however be pointed out that these developments are not affecting all product categories in exactly the same way. As a result, we have to take the distinctive features of each industrial sector into consideration when defining a successful customer care strategy. But this is by no means a new need. A specialized approach has always been necessary, but perhaps customer care now has to demonstrate that it is more dynamic and flexible, because consumers are becoming increasingly demanding and the service they receive from businesses represents a key differentiating factor, now more than ever.

Many characteristics need to be identified and calibrated for each individual sector in order to define optimum customer care processes: which services to automate and which to continue to assign to “human” operators; what mix of contact channels to provide; how and when to engage in cross-selling and retention activities during the customer’s lifecycle; what requirements to adopt in terms of service levels; without forgetting the various profiles and training needs for agents, in order to deliver the best possible customer experience. Over the years, Transcom has gained significant experience in multiple industry sectors and knows how to devise and fine-tune the most effective mix of services to support its clients as they tackle the challenges in the global marketplace.

We know, for example, that in eCommerce it is essential to offer solid, reliable customer care services to manage payments and logistics-related issues. These services must also be provided over non-voice channels, like private messaging, which is becoming increasingly important when compared to traditional channels.

In the Banking sector, which is typically less aggressive in its use of contact centers for sales, we work with our clients to transform inbound customer care services into contact opportunities to promote cross-selling and upselling.

We know how to provide exceptional first-level technical support to the manufacturers of Electronic Goods and Household Appliances and we help them reduce their warranty costs. Likewise, for our clients in the Telecommunications sector, we have equipped ourselves with mobile phone emulators so that we can provide assistance for hundreds of different devices.

Global Player

These are just a few examples of how Transcom supports its partners with industry-tailored solutions. Here at Transcom, we have always regarded this industry-specific approach as a fundamental and central part of a strategy that basically leverages two main factors:

  1. Sharing the best practices we offer our clients worldwide, through our global “One Transcom” platform;
  2. The organisation of our areas of expertise into Industry Practice Groups, with the main aim of developing a range of specific services for each sector that responds to the challenges faced by our clients.

These global initiatives, combined with the support and guidance of our clients, allow us to continue to be the Partner of Choice to manage customer care in diverse industry sectors.