The 3rd topic in my series of “Ask the experts – why companies to go through transformation” , focuses on the need to provide customers with an optimum service.
This is key to commercial success, and in heavily competitive markets, can mean the difference between business success and failure. The way businesses deal with customers, focusing on treating customers well and proper customer care, has led to very considerable transformation programmes.
In the insurance world, LV= achieved a very considerable change in their fortunes by a key focus on treating customers better, plus a new marketing campaign. This took a 2 year transformation programme: focused on simplifying literature and contracts, swift resolution of claims, a rigorous training of call centre staff to be understanding and empathetic, plus an ease of buying by phone and online.
In recent years transformation programmes to move customer call centres back to the UK, have been prevalent because many offshore ones, although considerably less costly to run, were damaging to brands, with the potential loss of customers such that the cost savings were wiped out by the loss in business. Anyone who has had the misfortune to encounter an offshore call centre person with a limited grasp of English who is clearly reading from a script, will immediately want to change their allegiance to another company who has a UK call centre, and a friendly and empathetic voice who is willing and able to resolve your problem.
Next topic in the series (coming soon): Workforce Demographics.