My Transcom Experience

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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!

Transcom Philippines wins 2014 Frost & Sullivan Excellence Leadership Award

Another proud moment for Transcom Philippines for being the winner of 2014 Frost & Sullivan Philippines Contact Center Outsourcing Growth Excellence Leadership Award!

The Philippines Excellence Awards – now on its fourth consecutive year – recognize companies and individuals who have continuously brought exemplary efforts and performance, set best practices and excellent results in their respective industries.

Transcom Philippines wins the Frost&Sullivan award

Each nominee has been measured on their revenue, customer growth, spread of solutions and service diversification, size of operations, strategic initiatives, and competitiveness in the market, product differentiation and innovation.  Frost & Sullivan based their decision on extensive research, in-depth interviews and documented response about Transcom and our competencies.

Apart from sharing information about the types of support we provide, our size, revenue, vast growth, etc., we were given the opportunity to showcase our innovative ideas and customer experience initiatives which raised the bar in terms of Customer Engagement and Partnership. We took great pride in presenting the process improvement and value-add initiatives we’ve done through our Customer Experience Management team, such as the Knowledge base (that we presented in a previous post), social media and the positive results those innovations brought to our clients and partners.

Transcom Philippines wins the Frost&Sullivan award_2

 

The award was accepted on July 17, 2014 by Mark Lyndsell and Michael Sendall, who both are Vice President for Client Delivery in their respective region of support at Transcom.

It was indeed a remarkable event that has become a testament of the core of Transcom’s mission as global customer experience specialist. This just solidified our continuous efforts in achieving excellence and innovation through creative ideas from our team’s collaboration, executed in a seamless fashion.

This award was made possible by our people, who are and will continue to be our differentiator!

Author: Agustín Romero

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Delivering the best customer experience through social media channels

At Transcom Isla Sicilia in Spain, our social media customer service team just celebrated its second anniversary.

The department’s main priority is to monitor and address all queries and mentions regarding our clients that customers communicate on platforms as Twitter and Facebook.

We interact with the active social media users which submit all kind of questions: ranging from queries about products and services, to specific suggestions or claims to which we offer personalized attention.

The priority is to listen to the users, help them, and build a trustworthy relationship. Especially in critical cases, where we derive the conversation to an email addressed to the department in order to acquire more information and to guarantee the customer’s data privacy. All responses are coordinated within various internal departments that help us to prepare the accurate answer for the proposed consultation. We also have a toll free number to handle those cases requiring a more detailed treatment.

Social media team Isla Sicilia

Our team is overseen by our client’s community manager, who has established our service’s guidelines. Hand by hand, we keep on working to strengthen our client’s image by caring for their customers in the social media landscape.

Recently, we received the following acknowledgement from our client:

“It has been about two years now, which can either be a long or a short time, but you are performing above any community managers in charge of a customer service. It’s thanks to Transcom’s good work that our social media service has become the industry’s benchmark it is, and I’m proud of saying so every chance I get.

Congratulations and a sincere thank you for the work you do!”

For our part we cannot go without thanking our clients for their trust and continuous encouragement, which for us are the best rewards.

Transcom Germany handles multichannel support for market leading GPS products

For more than three years now, Transcom Germany’s team in Halle has handled the customer support for one of our client’s GPS devices and smartphone apps. During this time, we have built a special relationship with our client, which is an important key success factor for this project.

So what does our team do and, more importantly, what distinguishes our work from other projects?

The main part of our work is the daily business of answering e-mails and calls from our GPS-client’s customers. Together with Transcom Tallinn, we provide customer support in 13 different languages; Polish, Czech, Hungarian, English, Spanish, Dutch, Finish, Swedish, Danish, French, Italian, Norwegian, and German.

We help customers with everything from product information to troubleshooting and repairs.

We also handle 2nd Level support (support for non-documented processes)  in close cooperation with our client and coordinate work with other service providers such as repair service centers via a 2nd level  repair department.

We are also responsible for the maintenance of the product’s Facebook and Twitter pages, where customers can provide feedback, ask questions or report problems.

Beyond that, we maintain and update Sabio, the knowledge management system that forms the basis for our agents’ work. Among other things, Sabio contains e-mail templates for customer communication. Creating and translating these templates into all languages we support is also an important part of our work.The latest product we support works together with our client’s smartphone apps to project navigation information directly on the wind shield of your car and offers a look into the future of car navigation.

To ensure the best possible service, a very close cooperation with our client is necessary. Therefore, our agents in the respective departments have direct contact with our client’s product experts via daily conference calls.

All of these factors make this client case a challenging, multifaceted and exciting project that shows just successful the relationship between two customer care specialists can be.