My Transcom Experience

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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.

Author: Cheryll Aganda

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Transcom’s value proposition

At Transcom, we take pride in our ability to deliver outstanding customer experience. Our work to continuously develop and refine our Value Proposition builds on three major elements that best describe our organizational capabilities:

1. Customer Experience Management
2. Digitalization & Multi-Channel
3. World Class Contact Center

Our Customer Experience Management efforts are heavily focused on our ability to make our partners’ and our partners’ customers’ journeys not only enjoyable but, more importantly, effortless. Within this area, Transcom delivers a number of services that are geared towards the fulfillment and delivery of an outstanding experience. All aspects of our offering are related to our ability to answer the questions: “How can we assist you at key customer touch points? And how can we make your journey to resolution as effortless as possible?”

In the Digitalization and Multi-Channel area, we offer our clients insights and recommendations on how to transform and adapt their customer care operations to the rapid growth in digital customer interactions. Together with our clients, we devise multi-channel solutions that support a seamless customer journey. We continue to increase our delivery of services via digital channels, with non-voice interactions accounting for approximately 30% of revenue in 2016.

Within the World Class Contact Center element, our work is focused on moving Transcom to the next level of service, evolving from being an outsourcing partner to becoming a true transformation partner. Our industry is changing rapidly, with live contacts becoming more and more complex. The ability to add value and offer customers proactive advice will increase in importance, and many companies will put more emphasis on upselling and cross-selling. This is putting pressure on current business models, e.g. in terms of recruitment, staff engagement, and price models. A World Class Contact Center needs to create an environment that brings together solutions, process changes and technology with people. This is why many of our initiatives in this area are  focused on people engagement, process maturity, and technology.

Value proposition

We truly believe that these three pillars all work together in adding value to our service offerings, in further enhancing our ability to deliver outstanding performance, and in building stronger relationships with our partners.

Author: Agnese Cotardo

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Improved customer experience and reduced cost through speech analytics

Speech analytics is one of the fastest growing tech segments in the contact center market. This is a technology that delivers rapid insight into a range of improvement opportunities, based on an analysis of a large number of customer conversations. Some of the benefits of speech analytics include an improved understanding of customer behaviors, potential revenue opportunities, as well as positive and negative aspects of service interactions.

Highly effective tools exist to perform this analysis and they are extremely interesting for companies like Transcom who regard customer care as their core business. There are many opportunities to improve customer satisfaction and Net Promoter Scores (NPS) through speech analytics. For example, a search on terms with negative implications can help identify detractors or potential detractors, as well as the reasons for poor customer satisfaction.

INNOVATION image

Gartner, in its report “Getting Value From Speech Analytics in the Contact Center”, describes the most innovative aspects of a speech analytics tool:

  • Emotion detection: monitoring the words used and changes in tone of voice and volume reveals the emotional state of the customer and the operator.
  • Conversation analysis: separating the customer and operator sound tracks makes it possible to perform a detailed analysis of the progress of the conversation. Occurrences like a long pause in the conversation or speaking at the same time are flagged as potential interaction issues. Breaks in the conversation, for example, suggest that action should be taken to improve operator preparation, while speaking at the same time can point to a dissatisfied customer.

Through its LeonarDo 2.0.14 Research, Development and Consulting center and through our collaboration with third-party companies, Transcom can offer speech analytics solutions that allow our clients to:

  • Improve the Customer Experience;
  • Reduce operating costs;
  • Improve service quality;
  • Identify cross-selling and upselling opportunities;
  • Accelerate the generation of new business;
  • Reduce Customer Attrition.
Author: Stefan Pettersson

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Hello Transcom 2017

Today, we published our magazine Hello Transcom 2017, which features stories from around the company. In this issue, we focus on the effects of digitalization in our industry, and give some examples of how Transcom is responding together with our clients. You can access the magazine at the bottom of this post, or download it from here.

We recently also launched a special website, 2016.transcom.com, which replaces the traditional front section of the annual report. On this site, you will find information on our accomplishments in 2016 and focus areas going forward. We have also published our report on people & sustainability there. This year, we took an important step in further improving our sustainability reporting by publishing our first report in accordance with the GRI Standards (Core option) of the Global Reporting Initiative. We have started to report on a number of new KPIs, not least in our focus areas People Development and Equality & Diversity.

Transcom Italia wins Customer Relationship Management Award

Process innovation increases customer satisfaction and improves the operating efficiency of Lastminute.com services

Transcom Italia has been assigned the 2016 best Customer Relationship Management award by a panel of experts from the CMMC Club, the association for companies and service providers working in the client relations supply chain. For CMMC, the award is a way to promote businesses that stand out, in a particularly complicated period for the sector, for the excellence of the initiatives put in place to improve their organization, in terms of both financial results and the internal climate among associates, by developing partnership relationships and innovating customer relationship processes.

The reasons for the award

In 2016, Transcom identified several areas for optimization in the customer assistance processes of leading online travel operator Lastminute.com, for which it has been managing customer care activities since 2015, in a dozen or so languages. In partnership with Datachronic, a company that specializes in Robotic Process Automation (RPA) solutions to improve the efficiency of corporate procedures, Transcom has introduced several process automation measures for Lastminute.com services. A new web platform has been developed to automatically dispatch back office activities to the first agent available on the basis of the Client’s real priorities. The dispatching platform includes an integrated, user friendly web interface that provides real time checking of all the fields entered manually by the operator. In practice, it acts as an “Automatic Checker” for booking data, guaranteeing that the Lastminute.com system is aligned with airline websites, for example, across all stages in the booking process. If any discrepancies are detected, the system suggests corrections.

Last September, Lastminute.com also decided to introduce the “Transcom Quality Centre”, a system that collects and classifies all quality monitoring results to analyze the points of strength and areas for improvement of each project, team or individual operator. This proprietary Transcom solution provides a quick way to introduce continuous improvement measures, which are essential in such a dynamic and constantly evolving sector.

“All these Transcom’s initiatives have delivered tangible results, with even higher levels of customer satisfaction, more efficient contact management and reduced operating costs,” said Lastminute.com group Operations Manager Giorgio Bonafini. This award truly crowns our partnership.”

“We are extremely proud of this award and I would like to thank my team, our client Lastminute.com and Datachronic for their contributions to obtaining this acknowledgement,” said Transcom General Manager for Central and Southern Europe Gianluca Gemma. “At a time when there is much talk about technological innovation, virtualization and robotics applied to customer relations, we are convinced that operating efficiency can also be achieved through process innovation, by studying solutions to make the human relationship with end users more effective and improve the quality of our agents’ work.”

 

On the left, TRANSCOM represented by Global Account Manager Debora Mendola and General Manager, Central and Southern Europe Gianluca Gemma; on the right, lastminute.com group Operations Director Giorgio Bonafini

On the left, TRANSCOM represented by Global Account Manager Debora Mendola and General Manager, Central and Southern Europe Gianluca Gemma; on the right, lastminute.com group Operations Director Giorgio Bonafini

 

The Internet of Things changes the dynamics of the Customer Experience

The Internet of Things (IoT) has been a hot topic for some time now and we are increasingly surrounded by smart devices and objects that can communicate with each other and with the user. Some examples? Training shoes that connect to smartwatches and smartphones, providing detailed information about the wearer’s sporting performance. The watch that activates your wake-up alarm earlier than usual if there’s heavy traffic on the way to work. Interconnected cars that slow down automatically if there’s an accident ahead. Hotel room doors you open with your smartphone, without needing to collect the key from front desk.

INNOVATION IoT auto

All market analysts and observers are forecasting exponential growth for the Internet of Things. Intel has analyzed the IoT scenario, reporting that 15 billion objects were connected to the internet in 2015 and estimating that this figure will reach 200 billion devices in 2020.

We are therefore witnessing the birth of a new frontier for the interconnection between people’s physical lives and digital worlds. It isn’t hard to imagine that the Internet of Things will have a strong and lasting impact on various industrial sectors, as well as on our everyday lives. This connectivity looks set to change the operating model applied by contact centers and revolutionize forever what is increasingly a digital customer experience.

A new model of customer care

If this trend continues, there will be a revolution in customer care activities too in the years ahead. With the Leonardo 2.0.14 innovation lab, Transcom is setting its sights on the future, by analyzing opportunities and empowering technology to create advanced contact center solutions and perfect the customer experience in the era of the Internet of Things.

As an example, the research lab is now focusing its attention on the new devices we can use to connect with contact centers. The telephone is no longer the only contact channel, but also cars, refrigerators, televisions, alarm clocks, shoes, keys, the washing machine… Another area of analysis is the transition from classic customer care to “proactive” assistance, in which smart objects use the data they continuously share to notify operating malfunctions by themselves and trigger operator calls to the owner. If our shoes realize we’re running too much for our profile, the contact center makes a proactive call to tell us to take a break. If the alarm rings early because there’s heavy traffic, we can activate the contact center to book a taxi, which calls us back on our mobile phone. If the washing machine breaks down, it can activate a call to the technical assistance service, which performs tests and then calls us back to help troubleshoot the issue. If our car moves but we aren’t in it, the contact center warns us, helps us activate the alarm systems and provides support.

The customer care operator can therefore display all pertinent information about the product requiring support, analyzing it and providing remote assistance like a doctor reading a patient’s clinical records. Likewise, the operator can display the geographical location of the customer or productin such a way as to provide logistics and delivery support, as well as the time and place of arrival of the customer and the product/service at their destination. Last, but by no means least, the operator will also have access to information about the customer’s preferences and habits, and so be able to offer targeted product/service support that is aligned with expectations and areas of interest.

All told, the Internet of Things really does seem to be one of the most important and promising of recent developments, increasing the quality of life for all of us in ways that are hard to predict.