ARCHIVE FOR THE ‘customer-satisfaction-and-expectations’ CATEGORY

Research commissioned by customer service specialists KANA Software suggests many organisations are overlooking the potential for customer service improvements that could drive revenue.

The survey of UK Contact Centre Association (CCA) members included a diverse mix of industry sectors, from financial services, to local government and retail. It reveals that only 40 percent (39.6 percent) believe senior management places a clear focus on customer service as a way to drive revenue; noting one-fifth of respondents (20.8 percent) think there is little or no focus on customer service at a senior level.

The survey also found that the majority of respondents are unconvinced of the link between customer service and the bottom line. Well below half (41.5 percent) take a keen interest in revenue loss resulting from poor customer service. According to the data, one-in-10 management teams pay no attention to the financial implications of a poor customer service experience.

Improving quality and reducing the “cost to serve” are currently seen as primary challenges in today’s organisations. The research also highlights what call centre agents perceive as key barriers to providing a better service: outdated systems, lack of investment, agent skills gaps and a lack of understanding or support at a senior level.

“Unfortunately, the contact centre is often seen as an operational expense and nothing more,” says Steven Thurlow, head of worldwide product strategy for KANA. “Often, senior management will review functional aspects, such as speed of handling times and resolution times. This approach is unlikely to drive further investment and instead maintains a focus on efficiency above all else. Fast service and good customer experiences are not always the same thing. Strategic investments in people, processes and the technology platforms that can aid them should be considered by the C-suite and across organisations.”

Thurlow adds, “The commercial value of an effective call centre, balanced against mitigating and eliminating the potential damages of poor customer service, should not be overlooked. A contact centre is not an unavoidable cost – it can be an invaluable tool.”

In recent years, the battle to improve operational efficiency in field service has been hard fought with businesses constantly looking for new ways to do more with fewer resources. As a result, business leaders are being forced to critically examine the way their organisation works and look for new ways to deliver the competitive edge required to thrive in today’s marketplace.

Customer Service vs. Cost

71% of field service organisations use customer satisfaction as the main metric to measure the performance of their business. However with an increased focus on service excellence, yet reduced customer spending and a squeeze on profit margins, companies must find ways to balance service delivery with the cost.

One way organisations can look to achieve this balance is through ‘getting it right first time’. The most common customer complaint is when a technician does not resolve the issue first time. This may be due to not having the right part or tools, not having the right skills or not enough time to complete the job .

Issues like this can be avoided if companies focus on their productivity by taking a bird’s eye view of the end-to-end process. They need to know what the problem is, who is qualified to solve it, notify them of the task, know where they are, when they will arrive and when the job is done. Taking these necessary steps to avoid a return visit will maintain productivity and ensure customer satisfaction.
“Customer Service is a strategic issue,” says Jo Causon, chief executive of the Institute of Customer Service. “If organisations do not include it in the boardroom then some of those organisations won’t be around in the longer term.”

Managing Mobile Resources in Field Service Delivery

Managing a large field service operation today is filled with complexity, from managing the people to the assets, vehicles and jobs. Research shows that workforce management is one of the biggest areas of concern in field service and with much field-based work becoming increasingly complex and critical in terms of timing, skills and consequence, more importantly than ever companies need to ensure that their field service is not derailed by unpredictable dynamics of the working day.

The biggest and most repetitive challenge facing organisations managing a mobile workforce is cost and this is closely related to the following secondary challenges:

• The role of the technician in the business - with a proven link between customer satisfaction, retention and profitability, how the technician interacts with the customer can be significant in the customer experience.
• Measuring service performance - ultimately you need to understand what has happened and you want to know that ‘now’ to use that data to enable real-time decision-making.
• Managing change and embedding best practice - organisations often wrestle with change whether it is new technology, new people, new policy or new assets. Finding a way to embed change and making sure that best practice is shared across the workforce is a key success factor.[/unordered_list] 

The importance of Measuring Field Service Performance

As the business adage goes, “you can’t manage what you can’t measure” and this has never been truer when it comes to the performance of field service organisations.
A field service operation is extremely dynamic and often unpredictable. Each day, managers are faced with complex issues which require fast action. However lack of real-time visibility into what is happening in the field can result in managers making poor decisions; directly impacting the performance level of their workforce. Indeed, performance management and visibility were cited as being key areas of concern for field service organisations .

In order to improve operational decision-making, field service managers must begin to utilise instant and accurate information about key trends occurring in the field. Real-time data about why a service window wasn’t met, how many planned jobs were left incomplete, duration of tasks and which technicians are performing well, can all be used to drive service performance levels and transform the way work is planned, allocated, managed, reported and evaluated.

Turning data into information

In recent years, field service organisations have been overwhelmed by the flow of information coming in from multiple sources, in various formats and through an array of tools. The major challenge they face is how to make sense of the massive amounts of data in order to extract valuable insights to help hone day-to-day operations and make long-term strategic decisions.

In a recent Trimble survey, the main concern with using data from the field was the reliability of the information. Performance Management Analytics (PMA) has come to the fore as a solution able to tackle this challenge by giving managers the ability to review a day’s work and measure performance results against specific metrics. For example, they can identify the most productive performers, determine which schedules and routes produce the best results and compare results from one vehicle or worker against the entire workforce.

Implementing successful change to better engage workers

When a company is implementing any change to the way it works, whether it is rolling out new technology or processes or ways of working, engaging the workforce is the key for success.
“Board engagement is absolutely essential,” says Will Sambrook, Managing Director of The Akenham Partnership. “But it is important that Boards do not believe they have to be all-seeing, all-doing, all-acting. Their role is much more about creating the line of sight, from the Board strategy to what’s happening in the organisation; the processes, the people, their engagement with the customer – everything is aligned.”

Using Technology & Tools

It widely acknowledged that technology is a key enabler to being able to deliver service excellence. Indeed, 70% of field service companies believe the key to achieving strategic business goals is having the latest field service technology in place.

Some of the future technology trends set to make an impact on field service organisations include:

• Increased integration of M2M
•  Profit-Driven Analytics
• Knowledge Management shaping strategy
• Leverage of Mobile Apps
• Cloud-Driven Transformations
• Data-Driven Productivity
• Growth of rugged mobility

For further insight into how to transform your field service operations, catch Trimble’s Caroline Pennington, Market & Analyst Manager and editor of Trimble’s recently-launched publication, Transforming Service Delivery: An Insight Report, at this months’ Service Management Expo. Caroline will be exclusively presenting some of the key trends and issues highlighted in the publication at 12pm on 17th June. Complimentary copies of the report will also be on offer at Trimble’s stand O1470. 

Customer service is widely recognised as being the number one business priority with a proven link between customer satisfaction, retention and profitability. Indeed, Aberdeen Group recently reported that organisations that reached a 90 per cent plus customer satisfaction rate achieved an annual 6.1 per cent in service growth, 3.7 per cent growth in overall revenue and an 89 per cent level of customer retention.[1] With approximately 78 per cent of UK GDP derived from the services sector[2], customer service is becoming increasingly recognised as a strategic issue and, according to the Institute of Customer Service, if organisations do not include it in the boardroom then some of those businesses won’t be around in the longer term.

The growing importance of customer service

Tom Gorman, president of opXL, LLC and a field service expert believes that the goal of field service excellence is to respond quickly to customer needs, whatever they may be and it takes four criteria to meet this goal: Be on time; allow enough time to do the job; have the right skills; and bring the right equipment.

The most common customer complaint is when a technician does not resolve the issue first time. This may be due to not having the right part or tools, not having the right skills or not enough time to complete the job[3]. Considering 25 per cent of service calls require a follow-up visit, the result of not achieving a first-time fix can be detrimental. Indeed, Aberdeen Group report that companies not meeting a 50 per cent first-time fix rate and requiring a return visit reported revenues dropping by nearly 3 per cent.

As a result, more and more organisations are beginning to realise the value of ‘intelligent scheduling’ - incorporating technician knowledge, parts availability, and capacity into their scheduling processes to ensure that the technician arriving on site is actually the person who can resolve the customer’s issue first time. Businesses can address the challenge of making better in-day decisions by utilising a work management self-learning tool. To avoid large data set-up exercises of skill sets and work areas, a self-learning tool supports the assignment of work orders to the field technicians by remembering who has the right skills and their usual work areas. The user also has the ability to enquire what has been learnt by the system and correct it. Aberdeen’s research found that the Best-in-Class (the top 20 per cent) performers had mean success ratios of 92 per cent for meeting response or project completion deadlines and 88 per cent for first-time fixes.

What matters most to customers?

According to Jo Causon from the Institute of Customer Service, there are five key areas which matter most to customers:

• Well trained and professional staff members who are genuinely empowered to do their jobs.... are the people that interact with customers professional and empathetic with emotional intelligence and business acumen?
• How easy is the organisation to do business with... does the business make it easy for me to interact with them across all channels?
• Product and service quality...Does the product or service do what is expected?
• Problem resolution.... how are any issues resolved? This is not just about the outcome but also includes the way the process is managed.
• And timeliness...care needs to be taken when managing customer expectations about the timescale in which products or services can be delivered. It is absolutely critical to match and manage customer expectations.[/unordered_list]

The strategic importance of the field service worker

The role of the field service operative has changed dramatically over recent years; shifting from one of operational necessity to strategic significance. Why this change? Because with the rise in use of automated booking systems, for example, and with the growing trend of machine to machine (M2M) capability allowing applications to provide preventative and predictive analytics, the field technician’s visit to the customer may be the first and only exposure a customer has to the company’s brand and service delivery.

Jo Causon, chief executive of the Institute of Customer Service:

“The biggest change we have seen in customer service, is the move from a transactional economy to the relationship economy where value lies in one-to-one interactions and service leaders prevail in the marketplace. A ‘personalised service for many’ and a dialogue approach, as opposed to the traditional monologue, is now desired. This power shift has come about, partly due to technology and the rise of social media, but also because you and I, as customers, want to be much more engaged in the customer experience.”

“Looking ahead, demand for staff who have desirable attitudes and attributes for customer service will increase. In particular, there will be a stronger focus on the importance of emotional intelligence as an enabler to deal with the wide variety of changing customer service relationships and interactions.[4]”

Social media given power to the consumer

How do you build relationships with so many, while personalising the interaction? This dialogue approach is a major management issue but one which can, in part, be addressed through the use of social media.

Social media channels have given power to the consumer like never before. We now take to Twitter and Facebook to communicate with organisations about our customer experience, with many of us expecting rapid responses to our queries and complaints. It is therefore vital that organisations not only have a social media presence but have clear messaging via social channels and teams empowered to conduct social media interactions with customers in a rapid and flexible way.

Who owns the customer experience?

According to the Institute of Customer Service, having somebody on the board who has overall responsibility for the customer experience is essential and that somebody needs to be the CEO. The customer service strategy is integral to the business strategy, and the board needs to lead on this.

For further understanding on the changing landscape of customer service get a copy of Trimble FSM's latest Insight report Transforming Service Delivery which delivers more exclusive analysis and insight from Trimble's latest research plus a number of great insights from industry leaders and examples from real-life businesses.

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