Customer Self-Service Focus Day: Wednesday 24th March 2010

09.00 – 11.00 Developing The Strategy: Aligning Self-Service With Customer Needs

Professor Morris Pentel
Chairman
Customer Experience Foundation

Amongst Generation X and Y there is a tendency to use online selfservice technology much more comfortably than older generations, yet the majority of ‘silver surfers’ use other self-service channels without any problem at all. This workshop has been tailored to provide you with an indepth understanding of how various technologies are impacting the way your customers interact with you and will provide you with clear steps for developing the right self-service strategy to support your business needs in the current economic climate:

  • Find out how self-service fits into your current business model to ensure you develop a self-service strategy that meets your business needs and changing customer behaviours
  • Assess and audit the appropriate use of self-service tools in your organisation
  • Uncover practical steps for delivering your strategy including top tips on:
    • Attaining board level buy-in
    • Defining a roadmap to deliver a consistent service across all channels
    • Improving ROI (Return on Investment) and staff engagement
  • Use the Customer Experience Foundation’s Strategy Analysis Tool specially developed for this event to measure the success of your self-service strategy

About your workshop leader:

Professor Morris Pentel has been involved in the delivery of some of the most significant innovations in technology over the last 25 years winning a number of prizes. He is regarded as a leading thinker in business science pioneering both the cost modelling of customer experience and the use of social media. He is the founder and current Chairman of the Customer Experience Foundation and is also the Head of the Institute of Contact Sciences and the Contact Foundation where he is developing Degree Courses in Contact Sciences with global educational partners.

11.30 – 14.30 (including Lunch) Understanding The Tools: Delivering MaximumValue For You & Your Customers

Emma Bailey
Former Customer Service Leader, Parcelforce Worldwide & Director
Maple Business Consulting

Having gained company and board support for new automated service channels, how do you select which channel you should offer for which customer interaction to ensure maximum satisfaction, retention and return on investment? Matching the right channels to the right transactions can both reduce your cost to serve by 75% and increase customer satisfaction by 30% simultaneously, but the key is how to achieve this alignment. This workshop will therefore provide you with first-hand insights to help you:

  • Understand what drivescustomer preference to choose an automated channel vs. anagent and how to encourage this choice
  • Review a selection of automated channels including web, mobile, voice recognition, text and instant messaging, and the roles they can and cannot fulfil in delivering benefits to your customers
  • Examine typical challenges presented by self-service tools and take home top tips on how to avoid them
  • Case Study - the deployment of a voice recognition application:
    • What you can expect in performance and how gain further improvements as quickly as possible
    • Lessons learnt and the impact on the customer during the journey
    • A financial benefits evaluation of speech enabled IVR
  • Assess the role of on-line communities in driving down incoming enquiries and increasing productivity

About your workshop leader:

Emma’s passion is helping businesses use technology to deliver the best possible customer service for minimal cost. With expertise in deploying SMS, mobile device, web, email, DTMF IVR and speech recognition service channels, Emma supports businesses to introduce the “best fit” technology for their organisation and customer base. Her experience, built from working with end users such as Royal Mail, Barclaycard, Parcelforce and British Aerospace, shows that well chosen technology can both improve your customer satisfaction and your bottom line performance simultaneously.

15.00 – 17.00 Maximising The Benefits: Linking Self- Service To The Rest Of The Business

Peter Massey
Managing Director
BUDD UK

Many contact centres work very hard to provide excellent customer experiences, but Amazon does something else. “The Best Service is No Service” is the best selling book written by Peter's colleagues in LimeBridge, Bill Price and David Jaffe, and it demonstrates Amazon’s approach of working remorselessly on removing the need for unnecessary contact by working with colleagues across the business.

Amazon has some of the best experiences of self help, self management and proactive help to assist customers with buying, but how do they do it?

Brilliant self-service is part of the mix, but tackled alone it does not generate the results people expect. Why not? Self-service needs to be linked with the rest of the business to provide maximum value. This workshop has been designed around examples of best practice from leading companies that span the globe, to show you how to link selfservice both organisationally, and operationally. By attending you will learn how to:

  • Systematically link customer experience in the contact centre and face-to-face channels with self-service
  • Make self-service work really well for your customers
  • Use critical metrics and dashboards to help you drive instant business cases, improvements to self-service and the customer experience

About your workshop leader:

Peter Massey’s passion is “how do we stop doing dumb things to our customers and people?” In 2001 Peter co-founded Budd in the UK and LimeBridge in ten countries to further this passion and now facilitates a group of leading customer & people experience professionals in the “Chief Customer Officer” Forum. He was a co-founder of the European Contact Centre Awards, has been a judge of the CCA Awards. Peter is a serial entrepreneur who describes Budd’s business model as “cocreation” with clients and customers.

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