Today's customer wants to be treated like a person, not a number. But delivering seamless customer experience (CX) at scale typically presents a significant challenge for global corporate enterprises. Multiple teams serving different business areas often bring consistency into question, which suites of disparate tools and processes only complicate. Business leaders keen to drive customer retention and increase advocacy must look to bring all their teams and CX technologies into alignment.
This was the challenge faced by one global energy company with customers in approximately 80 countries, resulting in around 100,000 calls per month and $50m (U.S.) in daily transactions.
Contact Centre teams across multiple international regions, each using different combinations of technologies and processes, were not meeting the customer service standards expected by their users, driving up operational costs and inefficiencies.
Here are the steps they took to standardise processes (achieving economies of scale), reduce their operational costs, and drive digital transformation that ensured a consistent, world-class global customer experience.
1. Implementing a new CRM to automate workflows
The energy company first undertook a business services transformation programme for its Global Service organisation. This included creating a Global Template defining the technology, people, and processes it would commit to, ensuring a seamless customer experience.
This involved performing a root and branch review of the overall design and identifying areas that could be optimised to improve efficiency before adopting solution-enabling technology (Siebel CRM) to automate workflows.
In doing so, the energy company was able to manage multiple suppliers more easily, facilitating the discussions needed to deliver the correct solution to the customer and ensure a consistent experience.
2. Integrating software to handle customer Inbound Voice interactions
Further solution-enabling technology included integrating Genesys, the world’s number one CX platform, to handle customer Inbound Voice interactions and record calls.
With a focus on service availability, managing change, managing transformation rollouts into production, and developing enhancements, Genesys enabled the business to consolidate its broad customer interaction process.
By implementing technology specific around a customer experience strategy tailored to the way its customers wanted to interact, the energy company was able to provide 24/7 support coverage, implement an integrated ticket management system, and facilitate engagement with vendors.
3. Workforce management software to improve capacity management
To improve capacity management, the business consolidated its application development and management under one managed service team. This involved defining a delivery model made up of three components: Service Leadership and Management, Application Development (AD), and Application Management (AM).
Service Leadership and Management manages service delivery acts as the design authority, manages suppliers, and flexes resources to fulfil demand.
The AM team supports all in-life aspects of the customer services technologies and delivers second- and third-level support services, solution landscape monitoring, managing change, delivering disaster recovery, and business continuity.
Lastly, the AD team is made up of consultants, application developers and testers who deliver changes to applications through the application development lifecycle.
By consolidating their application development and management under one managed service team, the energy company are better equipped to manage their capacity and therefore deliver a seamless customer experience.
Discover how we helped the client execute their CX transformation in the case study.
Continuous improvement key to maintaining world-class, global customer experience
Instant, digital communication has become the norm. And while it’s much better than what existed previously, the lack of integration among different systems, combined with a lack of user-friendly interfaces, means that many businesses are still wasting a great deal of time, making them less efficient and less productive. On a global scale, these challenges are magnified.
Drawing on our experience providing managed services for global Contact Centres ranging from 200-20,000 seats, the energy company worked with us to achieve this across multiple geographies and languages and navigate the complexities of both their Contact Centre environments and the end customers’ journeys.
With solid customer experience foundations in space, the energy company continues to make iterative improvements to its strategy to ensure it is delivering an exceptional global customer experience for years to come. How confidently can you say the same?
For a step-by-step guide to delivering world-class customer experience at scale, download our free guide, ‘How to Successfully Map Your Contact Centre Environment to the Customer Journey’.