Moneyball gave us one of the most popular business/sports theories we have seen in recent times, not to mention a fantastic movie. To steal a line from the film, “you’re not even looking at the problem.” It is something that many a customer has disgruntledly muttered down the phone. In some cases, they aren’t wrong.
Customer service teams face a multitude of problems day in and day out. The question is do these problems get solved for the customer on the phone or for the customer, future customers and the organisation?
If a customer contacts you about a return, is the problem is tracked as a return? How often does it go as far as to be tracked as a quality issue? If a customer calls because they can’t complete an action on your website, is it logged as simply a technical fault or as a required technical improvement? In a world where first contact resolution (FCR) is a KPI proudly promoted, have we become too focussed on fixing the problem, without really fixing the cause of the problem?
Here is where the power of a customer service team and the data they collect cannot be underestimated. They can be seen as a front-line support who simply solve an individual’s problem, or they can be the eyes and ears of your future business. They can be collecting and logging data in a way that will direct your business improvements and latest innovations.
Solving a customer’s return or faulty meter reading is a much needed and important role. But taking that data and identifying issues in the overall customer journey or business process is where the real value is.
Continuous improvement and innovation are part of our DNA here at DDC OS. Each quarter we analyse the data from each client campaign, and consider ways in which we can make their customers lives easier. Whilst working with GBES, we gave them advice on how they could improve their website. We implemented over 20 changes, improving usability and reducing the number of calls to their CS team. We helped Robin Hood Energy implement a new email management tool to aid their customer communications, reducing the number of calls they were receiving, and to provide better control and service.
So, we ask, are you ready to solve the bigger questions? To look at the real problems.
If so, do you have an outsourced customer service partner that can get you there? That can implement that change.
If not, get in touch with us today.Back