My Transcom Experience

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Author: Daniel Illmann

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How video tutorials improve customer experience and cut costs

For the last five years, Transcom Germany has been working with a leading satellite navigation brand, offering first and second level technical assistance to drivers who buy a GPS unit. When they have trouble updating the software or other installation or usage issues, users contact our team of technical specialists at the Transcom site in Halle, Germany.

OPERATIONS video tutorial_Nav_Screen

One of the most highly appreciated features of the service is assistance offered through social media, as well as the adoption of dedicated self-service solutions. The most important example of this is the production of video tutorials, or short teaching films that guide users through all stages of using the software and hardware, from the simplest procedures to the most complex operations. The operator sends the user an email with a link to the video and provides assistance while the video tutorial on the problem in question is playing. During the contact session, the operator draws attention to the most important sections and answers any questions and doubts the customer may have. The videos can be viewed as many times as desired, from any mobile device or PC, without needing to re-contact customer service.

OPERATIONS video tutorial

Transcom made the first video tutorial for this project in 2011 (view it here) and our client company has posted it on YouTube, where it has been viewed more than 60,000 times. So far thirty or so video tutorials have been made, some exclusively for assistance staff training purposes.

We asked Transcom Halle Call Center Manager Hans-Rainer Michels to explain how this initiative came into being:

“A few months after the project launch, our client said that they needed to identify operating methods and tools to cut customer contact costs. Transcom proposed making simple, clear video guides, which can easily be viewed by users on their own. Our client liked the idea and particularly the spirit of collaboration and value creation that characterises the partnership with Transcom. The production of this tutorial has reduced the number of calls to the call center (and therefore cut costs), at the same time as improving users’ customer experience.“

How exactly does it work? How does a video tutorial start life?

Michels continues:

“The team dedicated to the project analyses the questions most frequently asked by drivers and the issues they raise and agrees with the client which subjects to produce teaching videos on. All the tutorials are produced at our Halle site using suitable software and then submitted to the client, who provides feedback in the form of additions or changes, before it is posted online”.

The Chat Experience that affects both business results and customer service

In an ever more competitive market, adopting advanced relationship strategies with customers represents a differentiating factor and an effective way to create a sustainable, long-term competitive edge.

In this scenario, retaining customers is increasingly difficult because they are bombarded daily by often very effective marketing communications. That is why we need to turn to the latest new business models, which are increasingly directed at enhancing the customer experience. These models involve comprehensive, ongoing support for customers using a “live” User Centered Business Model.

This is the reason why live chat functions are very popular by both corporate and e-commerce websites. They make it possible to walk customers and prospects through the purchase process, as well as representing an excellent tool to increase the conversion rate (the percentage of visits that are converted into sales). A live chat solution, in fact, represents the ideal response to the expectations of consumers who, in the first instance, want to receive an immediate answer.

In the framework of the LeonarDo 2.0.14 project, Transcom is developing chat and collaboration tools to provide our clients with the best omni-channel customer engagement solutions.

In March 2015, our research team entered the prototype phase of an innovative customer care solution and  now this project has reach an advanced level.

One of the main tools developed is a live chat function, because it represents the ideal technical solution to deliver multiple results. What are they?

Increasing the level of customer satisfaction, retention and loyalty. A live chat solution is not only the most effective way to receive online support, but also one of the best channels for instant interaction with the company.
Increasing sales.   Walking customers through the purchase process and providing a rapid response  to reduce the loss rate of “undecided” users establishes a personal relationship between seller and purchaser, as well as offering the  possibility of using the “right” agent to engage the “right” visitor.
Responding to customer management issues (shipment, after-sales service) and developing the relationship with the purchaser to guarantee a pleasant and personalized experience, even after purchases have been closed, using a CRM system.
Reducing service costs.   Interaction by live chat costs less than other channels (telephone and email). The agent spend less time on each individual user interaction and can also manage multiple customers simultaneously (generally 4-5).

INNOVATION Chat image

Generally speaking, the implementation of a live chat solution simplifies the relationship with customers or prospects, providing personalized, targeted support for a company’s services or products, without requiring customers to leave the web platform. This encourages positive purchase decisions and develops the relationship that the customer/prospect has entered into with the company.

Live chat solutions available on the market provide a multichannel online platform that offers real time web interaction between customers and contact center operators without any special configuration or installation requirements (it is a cloud-based service), as well as the possibility of using a combination of various tools: chat, real-time collaboration including co-browsing and document sharing, VoIP (audio and video), callback and so on.

In the test phase, the assistance tools developed by the LeonarDo laboratory are delivering excellent results. Monitoring the services offered to our clients has revealed that the solution significantly improves the customer experience of users who are walked through the entire navigation process.

LeonarDo @ work – Transcom pilot projects to improve Customer Experience

In recent years, continuous transformation, evolving technology and huge social media growth have exponentially increased customers’ influence over your brand and radically modified the way that companies do business.

Recently, “Customer Experience” has been defined as “how your customers perceive their interactions with your company as a whole” (cit. Manning and Bodyne). This means that the customer experience is determined by each of the touch-points through which the customer interacts with the company.

Interactions with the products and services on offer aren’t the only factors contributing to the customer experience, which also include contact with the website, the contact center operator, brand image and advertising, social media conversations, information brochures, etc.

Customers judge their experience by assessing their interactions with the company based on three parameters:

Meets needs;
Easy, i.e. how easy it is to buy a product, use a service and obtain technical and commercial assistance;
Enjoyable or engaging, i.e. the emotional and rational response to the customer experience.

INNOVATION piramide Forrester ok

Transcom has launched a series of projects to strengthen the Customer Experience across the entire customer journey, with a special focus on all touch-points and in particular on Multimodality and Analytics.

Multimodal interaction allows customers to access services directly from their smartphones and tablets, using a highly evolved interface that fully exploits the device’s advanced functions (camera, data connection, payments, etc.). This translates into:

Simpler user/system interaction through a mobile interface;
Concurrent transmission and reception of data and   documentation;
Data entry on device (tax code, credit card number, etc.);
Transfer from chat to voice or video call.

Transcom Customer Care Channels

In addition, using advanced data analytics tools, Transcom has launched a project to analyze the interactions between the company and its customers in a detailed and structured way, including their behavior and preferences, in order to improve the quality of the service provided and how it’s perceived by the customer.

Here are some examples of the analytics projects under development to support our Clients:

Customer Journey analysis, Net Promoter Score (NPS)   identification and monitoring;
Advanced customer behavior analysis (heavy detractors,   detractors, neutral, promoters,…) to identify ways to maximize   satisfaction;
User profiling and customer experience personalization;
Predictive analysis to assess the customer’s needs in advance.

 

Analytics: decision tree

Analytics: decision tree

These are just some of the pilot projects developed at our LeonarDo research center in L’Aquila, where a team of experts began to work a few months ago by fully exploiting the huge potential offered by new technology.

Transcom finalizes multi-lingual customer service transition for an innovative e-commerce provider

Our client, a lifestyle fashion company that offers an engaging and personalized shopping experience to over 35 million members worldwide through its portfolio of brands, was looking for a new partnership for enabling a multi-lingual customer service in a fast growing environment. In 2014, Transcom was selected as the new strategic partner to support the client’s European multi-channel and multi-lingual inbound customer service operations.

Transcom finalizes multi-lingual customer service transition for an innovative e-commerce provider_1

All our client’s customers become part of a membership program and member service is setup as an integral and essential part of their business strategy to provide a seamless member experience, which ultimately leads to business growth. Professional management of order inquiries, returns & exchanges, billing inquiries and retention activities are the key objectives in this strategic partnership. After an initial 6-months pilot phase, we have now agreed and signed a two year contract.
Transcom operates worldwide through 54 contact center across 23 countries, delivering services in 33 languages to over 400 international brands in various industry verticals.

A stable customer satisfaction level in the transition phase and clear improvements of customer experience (proven by KPI development) after full transition have shown that Transcom’s proposed solution meets exactly the clients requirements. Now the customer service organization is perfectly prepared for further growth scenarios for different languages and European markets.

Author: Sanjin Korac

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Handmade Day: we cultivate what we’re passionate about!

In February, Transcom Pula organized a “Handmade Day; offering some of our staff the possibility of showcasing what they personally have a passion for, over and above the enthusiasm they invest in their everyday work.

Handmade Day in Transcom Pula_1
The Handmade Day was created as a company integration project, designed to bring people together who, during the day, are focused on their own work and risk sometimes losing sight of the bigger picture around them, which is made up of many different people with different interests, passions and skills, some of which you’d never have expected them to have. The “Handmade Day” event turned the meeting room into a showroom where our staff could get together and admire the creativity of the people they work side-by-side with every day.
Handmade Day in Transcom Pula_2
20 employees presented their creations and there was a surprising variety on show: from knitwear to natural soap, from vinyl record clocks to creams, magnets, jam, paintings, jewelry and a whole host of artistic creations ranging from the abstract to the traditional. We were pleased to discover that our co-workers put a lot of passion into everything they do, not only when they are managing customers on the phone, but also in their free time. This initiative encouraged interaction and an exchange of ideas, as well as sparking new collaborations between all the participants. But most importantly, it helped some of our co-workers overcome their shyness and proudly show off their talent.
Handmade Day in Transcom Pula_3
While almost everyone initially visited the showroom out of a sense of curiosity, it is to the credit of our “artisans” that many of them left with a souvenir or an ornament to wear or to show off at home. “Buyers” donated what they liked for their “purchases” and the symbolic amount raised was donated to the humanitarian association “Nas san njihov osmijeh” (“Our dream, their smile”, a group of volunteers offering support to the needy through fund raising events, lotteries, concerts and humanitarian initiatives).
Handmade Day turned out to be a great success, and as it was greatly appreciated by everyone we will certainly be organizing other events in the future. Like it? If you liked the event and want to be informed about future initiatives, follow our Facebook page!

Official opening of “LeonarDo 2.0.14” – a new research and innovation center for Customer Experience

In March, Transcom Italy presented its new Research and Innovation Center for Customer Experience to the press and the local authorities. The center is located in L’Aquila and set up jointly as a partnership with L’Aquila University and local contact center company Elleacall.

The LeonarDo 2.0.14 research project, which has been endorsed by the Italian Ministry of Economic Development, will span over three years, with the aim of developing - by October 2017 new process and new technological solutions that improve the services delivered by
contact centers to consumers and citizens, based on their Customer Experience.

Transcom Contact Center in L'Aquila

 “Innovation and the constant quest for excellence are two of Transcom’s fundamental business values and we invest in resources and skills to promote them” commented Roberto Boggio, Transcom Regional General Manager for Central and South Europe, during the inauguration.

 “The strategic agenda of L’Aquila University considers the institution to be an open social laboratory and, therefore, applied research projects conducted jointly with the business system form a fundamental part of our planning,” said Professor Paola Inverardi, Dean of L’Aquila University.“One of our objectives is to strengthen this network of collaborations, and the partnership with Transcom in the framework of the LeonarDo 2.0.14 project is perfectly aligned with this strategic vision: we are convinced that it will produce benefits in terms of technological capabilities at the service of local development.”

The center has been operational for a few months now and already employs 10 researchers; over the coming three years we aim to involve about 40 customer experience professionals in the project.

Leonardo lab and meeting room & event

Technological changes impose new interrelation processes between companies and clients. Network connections and the ever more widespread use of mobile communication devices (smartphones, tablets, notebooks, etc.) are radically changing not only how we acquire information, but also the interaction between people, between customers and businesses, and between the public and the institutions. From this perspective, the work of the Transcom’s research center in L’Aquila will focus on identifying new social and digital methodologies, using technology-based tools and innovative processes.

This VIDEO, (in Italian) by a local TV network, provides a summary of the event’s key messages.