Page 0 Insurgent CX Making your contact centre

Page 0 Insurgent CX: Making your contact centre heard in organisations that are not yet customer-centric 13 th February, 2020 Ben Lappin Director, Retention & Customer Experience Chair, DMA Contact Centre Council @benedictlappin : : ccc@dma. org. uk

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Page 2 How to run a contact centre New technology, AI, chat bots “Our CX transformation” We need to talk about the bit that comes before all that…

Evolution? Page 3 Revolution?

Guerrilla CX Contact Centre Expo 1. Steal everything Begin with measurement Page 4

Page 5 Put measures in early Track progress Tell your story Understand contact drivers Key ratios and averages Feedback and sentiment Resource to produce regularly

Guerrilla CX Contact Centre Expo Takeaways… 1. Steal everything Page 6 Never, ever talk about service levels

Page 7 Customer Satisfaction Save Rates First Contact Resolution Revenue Generated Contact volumes…?

Contact volumes are not your KPI Guerrilla CX Contact Centre Expo Takeaways… 1. Steal everything Page 8

Assume all service demand is a problem. Get the accountability where it should be. Page 9 Home delivery issues and repeats Control the narrative: 4. 50% 4. 00% Rate of issues 3. 50% 3. 00% 2. 50% 2. 00% 1. 50% 1. 00% . 50% . 00% Weeks (not current) Delivery Issues % Repeat Issues Target % Target • Regular, not one off • Ahead of crises • You choose the metrics • Share the credit

Guerrilla CX Contact Centre Expo Takeaways… 1. Steal everything Page 10 Small bits of big budgets go a long way

Page 11 Save money… Never give it back! Cost to serve / sub -31% Return on investment 3 x Value add programmes Self funded If you could save 5% what could you spend it on?

Programme for Retention Objectives Make the problem human Page 12

Page 13 Beyond data to real experiences anyone can empathise with Pull the heart strings

Page 14 Listen to the customers And the people closest to them

Page 15 Responding brilliantly to failure can no longer be a strategy Exploit the moral authority that comes from representing the customer

Page 16 Steal!

Contact Centre Council Page 17 • • • Channel expertise Best practice guides Advice & guidance Connect the industry Navigate regulation Open door to members For more information: Seeking new council members and fresh ideas. ccc@dma. org. uk

Takeaways… CX Scorecard Discreet Guerrilla CX Contact Centre Expo Page 18 q 1. Number of non-SLA metrics get reported at a high level? Steal everything q Reporting on value added by contact centre as one number? q Number of other departments are actively engaged in fixing customer problems because they get regular MI? (Not one off!) q Number of other departments been to contact centre? Bonus points for C-level! q If you made a 5% cost saving, what else could you spend it on? Getting these things right builds your credibility for the bigger asks later on

Page 19 Ben Lappin Insurgent CX ccc@dma. org. uk @benedictlappin