Spotlight Session: Framing Your SOCAP Framework Results

Transcription

Framing your SOCAP
Framework Results
Creating a
Strategic Roadmap for the
Future
Cindy Grimm & Carla Barker
CX Act (CX Solutions)
Panelists:
Peggy Lundquist, WhiteWave Foods
Deborah Sommers, Blue Diamond Growers
Ed Billmaier, Pier 1
Introductions
Peggy Lundquist
Deborah Sommers
Ed Billmaier
Anne Barea
2
© SOCAP International 2015
Share your insights on Twitter! #SOCAPac15
Framework Elements
It All Started with the Contact Center Maturity Model
3
What is the CE Framework?
• A tool used to assess the current status of a customer
care and engagement function regarding, strategy,
people, process and technology and point the way to
future enhancements
• Will allow our consumer care community to:
•
•
•
•
Assess their present-day processes and methodologies
Understand where they are currently
Benchmark against best practices
Plan for future improvement and performance
4
Benefits of the CE Framework
• Assess current state, identifying strengths and opportunities
• Identify where function is relative to others
• Provides a roadmap for development and optimization of
function along maturity scale
• Use for strategic planning
• Provides SOCAP community a common language to talk
about the state of Customer Care and Engagement and
future innovations
5
Framework Pilot Findings
16%
35%
31%
18%
Pilot Demographics
58 companies participated in the initial pilot
Food & Beverage
34%
Household & Personal Care
12%
Health Services
10%
Automotive
7%
Travel & Hospitality
7%
Retail
5%
Energy/Public Utilities
3%
Telecommunications and Cable
3%
Financial
2%
Government
2%
Pharmarceuticals
2%
Other
12%
Consumer care department’s 2014 operating budget
Less than $500k
$500k - $1M
$1M - $3M
$3M - $5M
$5M - $10M
$10M - $15M
$15M+
18.5 %
18.5 %
24.1 %
5.6 %
18.5 %
5.6 %
9.3 %
7
Framework Elements
Process
Strategy
•
•
•
•
Mission/Vision/Culture
Organization
Strategic Long Term Planning
Accessibility
•
•
•
•
•
Technology
People
•
•
•
•
Engagement Process
Measurements
Insights
Partner Relations
Crisis Management
Hiring, Career Pathing & Retention
Training
Performance Management &
Compensation
Operations and Staffing
Management
•
Telephone Engagement
•
Non-Telephone Engagement
•
CRM/Contact and Data Tracking
•
Knowledge Management
8
Selected Strategy Findings
Consumer Affairs Primary Department Function
(Mission/Vision)
Report consumer questions and issues
Product/service questions and problems response
Coordinate responses involving Risk or Legal
Coordinate and report all "VOC" activity for company
Manage self-serve response content
Pre-purchase questions
Social media response (company owned sites)
Social media monitoring (company owned )
Technical support question and problem response
Social media response (non-company owned sites)
Clearinghouse for contacts
Social media monitoring (non-company owned sites)
Generate sales
Manage social media incl. publishing content
96%
96%
81%
70%
69%
67%
63%
57%
50%
46%
39%
31%
30%
15%
Consumer Affairs as Viewed by the Company
(Mission/Vision)
Profit center with an impact on the bottom line
4%
Strategic asset
25%
Value-added resource
Cost Center
51%
21%
9
Selected Strategy Findings
Size of Team
Correlation exists between customer accessibility and
the size of the customer engagement team
Number of Channels
Organizations with varying budgets landed at all levels
of the continuum
Budget size is not an indicator
of effective strategic planning.
10
Selected People Findings
The more advanced a consumer care organization is with training and ongoing
development, the more advanced they are with coaching and performance management
Training and
Ongoing
Development
Coaching &
Performance
Management
Defined Career Development and Career Pathing
Intentional and well-developed career development/pathing
10%
Defined career development/ pathing process
33%
Some career development/pathing
No formal career pathing
44%
13%
11
Selected Process Findings
No correlation between the size of the consumer engagement team
and level of measurement (e.g., CSAT, FCR, quality)
Correlate Quality Monitoring Scores with
CSAT Results
32%
Measure First Call Resolution
Yes
Yes
45%
No
55%
68%
No
No correlation between budget and effectiveness of insights
process
12
Selected Technology Findings
Mature technology highly correlated with almost every other
element on the continuum
Elements used with Knowledge Management System
Search functionality
Dedicated resource for updating and managing content
Integrated with CRM/Contact tracking system
Defined intake process for entering and updating information
97%
77%
63%
57%
57%
Repository of articles and FAQs only (limited functionality)
Knowledge base accessible to consumers for self-serve…
Content pushed to agent based on queue, customer…
Tracking of employee usage
Integrated with LMS for integrated training and knowledge…
Usage by employee tied to performance expectations
40%
37%
37%
23%
20%
13
The Road Ahead for Consumer Affairs
Future trends identified
Increased involvement with social media monitoring and response
Data linkage and integration
Increased use of the mobile channel
14
Your Participation Requested
• www.socap.org
15
Accessing the Tool
16
Immediate Results and Roadmap Provided
17
Participation Rewards!
Complete your team’s assessment by
November 15 and be placed in a drawing for
$100 Pier 1 gift card!
18
Taking it to the Next Level
• Consultative Assessment Includes
•
•
•
•
Dedicated interviews with internal and external partners
Review of reporting and insights
Contact monitoring and review
Map findings from interviews and content review to SOCAP CE
Framework for validation and updating (if required)
• On-site half-day planning session with Consumer Affairs team
to review findings and CX Act recommendations
19
Discussing the Experience
20
Utilizing the Roadmap Discussion
Peggy Lundquist
Deborah Sommers
Ed Billmaier
Anne Barea
21
Share your insights
on Twitter!
#SOCAPac15
Download the
SOCAP Mobile App
to connect with
other attendees!

Spotlight Session: Framing Your SOCAP Framework Results

Transcription

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