My Transcom Experience

Posts with tag "non-voice" RSS

Author: Philip Sköld

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Innovation in all channels

The rapid digital transformation affects all industries. With more products and more complex services, the demands are increasing for a flexible customer service that can serve all channels on the customer’s terms. At the same time, the customer experience itself has become an increasingly important way for companies to differentiate from the competition.

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More and more customer interactions take place in digital channels. Digitalization is leading us into a new phase where customer service and the customer experience become even more important. This shift is happening quickly. One fourth of Transcom’s turnover is related to non-voice activities, and that number will only increase. We serve customers regardless of channel. And the customer has to have the same great experience, irrespective of whether it is over the phone, chat, email or some other channel.

Transcom is working actively toghether with our clients to come up with new innovations, like implementing smarter technical solutions or simplifying and speeding up processes while also educating and developing our staff. I invite you to read more about the solutions we are developing with our clients in the Hello Transcom magazine.

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.

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.

Evolving consumers and contact channels: Transcom interprets change to guide its clients

Access to new means of communication has revolutionized the way businesses interact with customers. From the traditional Facebook, Twitter and Tripadvisor, to the more theme-based Pinterest, Foursquare and Gogobot, consumers are increasingly interested in developing a rapid and loyal relationship with brands that they can influence through their needs and behavior.

Therefore, more and more companies turn to these channels and invest a larger portion of their communications budget in them.

analytics

It is interesting to analyze a few general trends over the last two years, as described in the survey undertaken by Brent Leary in 2014 - The Social Customer Care Engagement Index:

  1. A growing percentage (34%) of companies has been using social media in their customer service for over two years.
  2. 18% of the companies interviewed say that they manage over 25% of their requests through social media (in 2011 this percentage was 9%)
  3. 45% of the companies interviewed have integrated social care into the traditional customer service process (compared to 36% in 2011).

Based on these figures, it becomes increasingly important for companies to have in-depth knowledge about their customers. The full potential of traditional technologies (web, CRM, multi-channel…) needs to be exploited to develop customer insights through the analytics tools best suited to correctly interpreting consumers’ needs.

Transcom has defined and implemented a clear strategy based on the awareness that the traditional outsourcing model used by contact centers must develop and be innovated. The challenge faced by contact centers is to structure and organize themselves to manage consumers and contacts through multiple channels in an integrated way, exploiting the technology that is ready today to support this change.

Gartner forecasts that non-voice services (web, chat, sms, Twitter, Facebook, …) will surpass the voice channel (telephone) by 2017, with significant growth resulting from the evolution of mobile technology and the diffusion of smartphones.

Transcom percentage of non-voice services has grown significantly over the past year, revealing a sharp acceleration of this trend. Transcom is ready to work with companies that intend to offer their consumers a valuable customer experience by endorsing the customer’s multi-channel and social preferences.

Author: Christer Karlsson

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How Transcom Sweden developed a successful chat service for one of the largest mobile telecommunications providers in Europe

Transcom’s client is one of the largest mobile telecommunications providers in Europe and we have provided customer care services and support for this company for ten years. Our client offers mobile voice messaging and handset data, mobile broadband, business to business, fixed voice and broadband and machine to machine services.  We deliver customer service to the client’s customers in several European markets.

As each market has its own characteristics, communication channels and volumes vary from country to country. In order to meet the rapidly growing demand for non-voice services, we currently use chat as a customer care channel for this particular client in two countries.

 

Chat

 

Since 2010 the partnership with Transcom is based on the principles of COPC (a global performance management system for the customer service industry) and we use this standard to measure and manage Customer Satisfaction through improved quality and service.

As both Transcom and our client focus on delivering outstanding customer experience, it was mutually agreed that the End User Feedback Overall Satisfaction (OSAT) target from October 2013 would be 85% (COPC High Performing Benchmark). End User (EU) Feedback measurements started in the middle of 2009. Each survey starts with an overall satisfaction question. The measurement is collected mostly after the call for voice contacts. For non-voice contacts, data is collected using a web survey.

Prior to 2012, the chat channel in Sweden consisted of a few agents. During the summer of 2012 a decision was made to increase the volume and extensive marketing of this channel and several “traffic shaping” activities started. By then, both our client as well as our team were quite inexperienced with the chat channel and what to expect when volumes increased. Therefore we spent a lot of time discussing the following issues:

  • How to manage customer expectations through chat?
  • What reports were needed?
  • How to do accurate forecasting?
  • How should we properly train agents?

Through an extensive partnership with the client, and by using the expertise from other Transcom customer experience specialist around the world, we have managed to turn the channel into a great experience both from an agent, client as well as a customer perspective.

Today, we have 90 agents in Sweden exclusively trained to deliver non-voice services for our client. Each month, the team handles approximately 35 000 customer interactions and spend 12,000 hours to service this channel. In average, an agent communicates with 2-2.5 customers at the same time.

During the second quarter of 2014, the EU Feedback result exceeded COPC High Performing Benchmark with an average of 87% and the chat service is now our best performing channel!

With the experience we have gained during the last two years, Transcom Sweden is well-prepared to maintain the levels achieved, monitor, improve and innovate this non-voice service for our client in order to meet the growing demand from customers who prefer to use chat and social media to communicate.

Author: Christian Hultén

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From Contact Center to Engagement Center

The contact center industry has over the past 20 years gone through some significant changes and developments. Many of us have experienced, and been part of, the introduction of new tools, processes, methods and standards that have both responded to changes in customer communication trends and at the same time influenced the entire end-user interaction landscape as well as corporate customer communication strategies globally.

We have seen the transition from cost center to profit center, the spread of process optimization, multichannel integration, workforce management applications, quality monitoring tools, industrial improvement methodologies, various performance management frameworks, Six Sigma, Lean, virtual contact centers, COPC, multiple sourcing trends and numerous other developments that have formed the industry into what it is today.

From Contact Center to Engagement Center

This continuous development and constant improvements have not only contributed to the overall growth of the industry, but it has also elevated customer experience in the value chain; taken its well-deserved place in board rooms, executive meetings and in corporate strategies. This, together with the enhanced management experience, skills, increased complexity of tasks, overall maturity and career opportunities have also changed the general view of the industry. It is not just a job anymore; it is a profession with a very promising outlook.

However, despite the past decade´s tremendous progress we are likely to see even more profound and industry defining changes in the years to come. The rapidly changing social and consumer behaviors are modifying service expectations and consequently the requirements on us as an industry, as an outsourcer and as a company.

“The current transition from “contact center” to “engagement center” is challenging in that it requires us to innovate, it requires us to adopt new technology and it requires us to further develop the recruitment, training, coaching and development of our employees.”

At the same time, it offers an unprecedented opportunity for us to create the engagement our clients and our clients’ customers are looking for. This means engagement driven by the choice of the customer, no matter how and when the customer has chosen to interact with us. This means customer engagement strategies and practices that truly engage the customers in the brand and creates loyalty that will benefit both us and our clients. As the proportion of voice interactions is decreasing, we need to listen to and become part of conversations across social networks as well as traditional communication channels and leverage this when building customer relationships.

When looking at management discussions, client conversations and best practice meetings within Transcom, it is evident that we are responding well to the changing needs of this generation’s “engagement center”. Below are only a few examples of topics and titles that have recently been presented at conferences, workshops and client meetings held at Transcom:

It is events and activities such as the examples mentioned above that support the view that this is really the time for Transcom to shine – as an industry and as a company!