2. HOW TO CREATE THE BEST
(ONLINE) CUSTOMER SERVICE?
PRODUCT x SERVICE
3. ONLINE INTENTION? SERVICE vs PURCHASE
Contacts
7%
Contacts
1%
Online Orders
13%
Online Orders
0%
Browse &
Leave
93%
Browse &
Leave
86%
Visitors
2.060.000
Visitors
830.000
Service &
Info Visitors
Potential
Buyers
Avg. Monthly Contact Vol.
Service &
Info Visitors
Potential
Buyers
71% of total website traffic is classified as Service visitors
Data by:
5. • High costs
• Low customer satisfaction
• Long queues on the phone
• Reaction time email 10 d.
• A scattered organisation
MOTIVATION
• (Service) Marketing Claim
• New (digital) savvy team
• Tel. & Email -> Whatsapp
• Introduction Chat & CMB
• Self service facilitated
REALISATION
• 50% reduction 1st line
• NPS from -20 to 85% CS
• Reaction time within 2 hrs
• Employee engagement
from 56% to 80%
RESULT
WOUTER DE VRIES
Case: the Paradox, lower costs and a higher customer satisfaction
6. WHAT ARE YOUR CUSTOMER INTERACTION
GOALS?
Better service,
Happier customers,
Increased (positive) customer engagement,
Decreased (negative) customer interactions!
SELF SERVICE CONTACT VOLUME
IN 1ST LINE
CUSTOMER
SATISFACTION
10. SCAN CURRENT SITUATION
1st line channels
Content
Organisation Tooling Data
CUSTOMER SATISFACTION
Self Service
0 line channels
+ - + + -
+ -
+ - + -
+ -
+ -
-
11. STEP 2: HOW WOULD
YOU LIKE YOUR SERVICE
TO BE?
12. EX; PROVIDING THE BEST DIGITAL SERVICE,
WITH A HUMAN TOUCH
VIRTUAL ASSITANT
CUSTOMER
SATISFACTION
> 30 NPS
70% DIGITAL
CONTACT
SELF SERVICE
> 80%
DIGITAL CONTACT CHANNELS
PRODUCTS
NEW SERVICE JOURNEY
13. NEW SERVICE JOURNEY
Ask your question here…
Category A
Category B
Category C
Sub Category A
Sub Category B
Sub Category C
Question 1
Question 2
Question 3
SEARCH
FAQ 1 FAQ 2 FAQ 3
FREQUENTLY ASKED QUESTIONS
WHAT IS YOUR QUESTION ABOUT?
…
Need
help?
14. CURRENT VS. PREFERRED
CHANNEL DISTRIBUTION
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
JAN FEB MAR APR MEI JUN JUL AUG SEP OKT NOV DEC
Telefoon Email Whatsapp Social Chat
Service promise? Determine per channel! Make choices.
22. REMEMBER
IT’S A MARATHON NOT A SPRINT.
AND YOU ARE IN THIS TOGETHER!
COLLABORATION = KEY
ANALYSE
& OPTIMISE
COMPILE A
MULTIDICIPLANARY
TEAM
DETERMINE GOALS
(& PRIORITIES)
SHARE LEARNINGS
RUN THE MARATHON
COMMUNICATE
& EDUCATE