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”.

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.

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.

Customer service – a strong growth driver in e-commerce

In recent years e-commerce has reported staggering growth worldwide. In June 2014, Ecommerce Europe published its 2014 report on European e-commerce in the Business to Consumer (B2C) market for goods and services, offering an updated picture of the market size in Europe and the rest of the world.

According to the report, total turnover for e-commerce in the European market in 2013 was EUR 363 bn (+16% on 2012), a figure which is expected to grow to EUR 425 bn in 2014. The Asia-Pacific region is the global leader, with EUR 406 bn, while North America ranks third after Europe with EUR 334 bn.

Global 2013 b2c e-commerce data

Source: Ecommerce Europe Association

The biggest e-commerce markets in Europe are the UKGermany and France. Together these three countries make up more than 60 percent of the entire European market.

The fastest acceleration in recent years has been in Eastern Europe, with Russia rising by nearly 50 percent compared to last year.

In 2013, Italy reported sales of EUR 11 bn (+20% on 2012). Although, this figure is lower than in other European countries, the Italian market is regarded as one of the most promising, as demonstrated by the steep rise in the number of online buyers, which over the last three years has grown from 9 to 16 million.

Europe 2013 b2c e-commerce data

Source: Ecommerce Europe Association

In such a dynamic global context, competition is based on the ability to offer a simple and consistent buying experience across all touch points. Accessibility and continuity are the keywords for the modern consumer: the web, product comparisons and careful consideration of reviews are the starting point for all purchases. Nonetheless, many ‘e-shoppers’ want the option of human contact and demand quality, competence and availability.

This is where Customer Service plays a key role. By providing quick and consistent answers (by phone, chat services, social media and email) to questions about products, payments, delivery times and return procedures, Customer Service is transformed from a cost center into a profit driver by exploiting the true value of e-commerce: establishing a relationship with the buyer. But the solidity of relationships is put to the test when problems arise (delays, undelivered products or other unexpected events). And this is where Customer Service can show its mettle by restoring customers’ trust (and loyalty) through service that is consistently first class and integrated across multiple channels.

Transcom has long experience of working with leading brands that offer various goods and services online. For example, clothing, fashion accessories, consumer electronics, travel, financial services and online payments. During the years, we have used our expertise to become a global outsourcer specialized in the ‘e-customer experience’:

  • Innovation: We develop personalized customer care apps and automated self-care, automatic call-back solutions for our clients to improve the customer experience.
  • Multilingualism: By offering services in many different languages, Transcom has helped many of our clients to expand into new markets.
  • multichannel approach and social customer care: We have agents who are specialized in the delicate process of managing online customer service conversations (Facebook, Twitter, chat etc).
  • Flexibility: we can cater for seasonal peaks without compromising service quality, which is guaranteed by strict control procedures and ongoing training.
  • Sales orientation: by using  specialized teams and best practices tested worldwide, we know how to encourage retention and reacquisition, which translates into growth and value for the client.
  • This value is also generated by cost reductions resulting from the mix of onshoring, nearshoring and offshoring services offered by Transcom.

Our clients confirm that they have achieved results which are both important and measurable. As the experts’ estimates demonstrate, e-commerce has huge potential. In this increasingly global, mobile and connected world, Transcom serves digital companies in all sectors with one goal in common: to become a market leader within their industry.

The world’s leading eyewear brand chooses Transcom to set its sights on the future

At the end of a tender process that involved the world’s top players in the contact center industry, the company that represents Italian global excellence in the eyewear sector has chosen Transcom to manage its customer service for online clients of all nationalities. Transcom successfully offered the best response to the Client’s requirements and proposed the technology best suited to the task.

Transcom didn’t stop at offering the classic contact center service, but proposed a fully integrated and highly innovative multi-channel, multi-language solution to satisfy the needs of the global eyewear manufacturer. Calls, chat, email and, most importantly, social network channel management will be used to support customers of the group’s best-known brand and one of the most famous names in eyewear worldwide, which has now decided to enter the online market in Europe by developing a product configuration and e-commerce website.

Occhiali Luxottica

Transcom beat the competition in this technology challenge because our people make the difference and can transform a simple slogan into real added value for clients in the form of a Customer Experience that begins with the very first approach. This highly innovative service will be provided from one of Europe’s most promising geographical regions, Poland, and more precisely Gdansk, an area that is attracting more and more business because it offers high quality multi-language services at competitive prices.

Customer service will be available straightaway in English, French, German, Italian, Chinese and Turkish, with Spanish and Portuguese to be added shortly.

Transcom will combine Polish operating excellence with advanced technology that also manages social networks and will pioneer the innovative services the market is increasingly demanding. Project technology development and governance activities will be performed in Italy, with a view to achieving perfect harmony and synergy between Transcom sites in Central and Southern Europe.

I am personally grateful to our Team, who has achieved this major commercial success by focusing on innovation and on the quality of the services provided by our sites in order to establish an international partnership with one of the world’s leading eyewear brands. The market is responding in a very positive way to the innovative solutions proposed by Transcom. We are continuing to invest in the development of new tools, solutions and processes that enhance the value of all the technologies available today, in order to offer our clients the highest possible level of customer experience.