My Transcom Experience

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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.

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.

The best customer experience for Italian business travelers starts in Tunis

Early this year, Transcom Tunis officially launched a new customer care service for one of Italy’s biggest travel companies.  As partner and founding member of a worldwide network that unites the best travel management companies in 80 countries, this new client decided to form a strategic partnership with Transcom in order to ensure the best possible customer experience for its customers.

SALES Cisalpina article

To prepare for this important start up, the dedicated Transcom project team focused in maximizing service quality in a structural and coordinated way. A group of specialized resources was recruited and coordinated by a team of managers who constantly monitor service quality and take action at various levels to increase customer satisfaction, improve service provision and efficiency, and fine tune the management of corporate processes.

Work got underway with an initial group of 15 agents. The talents selected for the project are passionate about their work and have demonstrated great professionalism and excellent performance throughout their training, right from the very first day. A carefully designed three-month training program contributed to creating a relationship based on the maximum possible collaboration and interaction among team members, trainers and project managers, making it easier to learn during training and to overcome all the difficulties and critical issues every start-up encounters.

The dedicated project team during training.

The dedicated project team during training.

We are extremely satisfied with the trustworthy relationship and collaboration we have established with our client at this initial stage. We have laid the best possible foundations for a long-term partnership that will turn out to be highly profitable for everyone involved, not least all the Italian business travelers who will receive the best possible customer care, provided by Transcom Tunis.

A cooking course in Transcom Italy inspires teamwork

During the autumn of 2014 Transcom Italy organized a special training course for their top executives and managers. Their task was to:

  • Cook a full meal to share and enjoy together
  • Prepare a rich cocktail buffet for their Business Support Team colleagues and the Regional General Manager Roberto Boggio

cooking course 01

The two-day cooking course, “Made in Transcom”, forms part of a wider-ranging training program organized throughout 2014, in order to develop leadership skills and promote effective teamwork among the people in Transcom Italy who are responsible for managing processes and delivering business results.

LIFE IN TRANSCOM corso cucina 03

The Cooking Day had some very specific purposes:

  1. Draw attention to individual as well as the team’s strengths and identify areas for improvement
  2. To develop the fundamental aspects of group work and effective communication
  3. To stimulate attention to details, in order to guarantee service quality
  4. To analyze the level of engagement and approval, in order to improve the well-being of each individual and the team as a whole

The participants were split into three groups, one assigned to making lunch and the other three to prepare the cocktail party. The expertise of the chef and sous chef were recognized immediately and used as key resources in achieving the objective. Although they were divided into groups and had different culinary backgrounds, all course members worked together and shared information both with each other inside the same group and with different groups. No deadline anxiety was felt by the team and a calm and pleasant atmosphere was established right from the outset, encouraged no doubt by the informal setting and the fact that the cooking skills of all course members were at more or less the same level.

A practical session at the end of the training course identified the most important values shared by participants during the two-day event, both at individual and group level (Confidence, Collaboration, Sharing, Passion, Integrity and Respect), and the behaviors that best express these values.

cooking course VALUES

LIFE IN TRANSCOM ENGLISH foto di gruppo con citazione finale

Author: Stefania Melosi

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Transcom Italy and Unicef together for the “100% Let’s Vaccinate Every Child” project

As part of Transcom Cares, the overarching program that guides our solidarity and social responsibility initiatives worldwide, in 2014 Transcom Italy entered into a partnership with UNICEF to support and promote the campaign 100% Let’s Vaccinate Every Child”.

Globally, 20% of the infant population (0-5 years old) is not regularly vaccinated. Vaccinations are one of the most effective, sustainable and cost-effective healthcare initiatives possible.

The 100% Let’s Vaccinate Every Child campaign has received support at different levels and in different ways from everyone at Transcom. Most importantly, Transcom Italy decided to buy all the Christmas gifts they give to their staff from UNICEF.

The company also asked employees to contribute to the solidarity initiative by donating one or more hours of work through their pay packets, raising a further EUR 3,500 for this campaign. Transcom Italy also installed UNICEF collection points at all the company’s office sites for spontaneous donations by staff and visitors.

In December, multiple solidarity initiatives were organized at all our sites in Italy, including the “Adotta una Pigotta” [Adopt a Pigotta] project endorsed by the Transcom Bari site, where a highly productive rag doll workshop has been set up, drawing on the creativity and enthusiasm of many of our co-workers who have made 150 rag dolls, (each more beautiful than the other!) thus raising an extra amount of EUR 2,300 for the Unicef campaign.

A Pigotta was a rag doll in Italy in the post-World War II period; today it is a UNICEF doll, handmade with imagination and creativity by an army of volunteers throughout Italy. By making a minimum donation of €20, everyone can adopt a Pigotta and support UNICEF and its life-saving programs in central and western Africa. Every Pigotta opens up a circle of solidarity uniting the person who made the doll, with the person who adopted it, and with the child who, thanks to UNICEF, will be covered by an infant mortality prevention program.

Some “call center operator” Pigottas made at Transcom Bari.

Some “call center operator” Pigottas made at Transcom Bari.

Everyone can contribute to this fund raising campaign by making a donation through the dedicated website.

In Transcom Italy we’re particularly proud of this partnership with Unicef. All together, we have already raised over EUR 17,000 to support this infant mortality prevention programme. And now we would like to share with our readers this beautiful and moving video we have received as a sign of gratitude from the United Nations Children’s Fund (UNICEF).