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Keynote presentation The Customer Hub
Changing Gear Rise to the Customer Challenge Keynote Presentation Customer Experience Stacey Hill, The AA Panel Discussion © Professional Forums Ltd 2015 Welcome Stand up and have a chat with colleagues from other organisations… ■ What are the main factors creating improved customer experience in your operation? ■ What are you hoping to learn from today’s speaker? This session is being videoed Conversations in groups or tables will not be recorded Comments made to the whole room will be recorded so please introduce yourself with name, job title and company 2 © Professional © Professional Planning Forums Ltd 2015 Forum ■ ■ Agenda Stacey Hill , The AA Keynote Presentation Discussion, Q&A Holly Devonald Panel Discussio Alison Chapman n Letty Pickering Customer Experience and Quality Specialist The Forum 3 © Professional Forums Ltd 2015 Stacey Hill -Chris Rainsforth- Keynote speaker -Stacey Hill- 4 © Professional Forums Ltd 2015 Head of Membership Retention The AA Are Customers at The HEART of Everything We Do? HELLO! I am Stacey Hill, Head of Customer Retention I aim to share a journey of discovering the reality and challenges of creating an evolved, customer centric culture Every nine seconds a customer is rescued Average 10,000 Breakdowns per day Four Contact Centres, more than 2,000 agents, over 5 million Customer Service calls 15 Million Breakdown Members 110 Years Experience 190 Million hits to AA website 40% of Consumer Market 70% of New Vehicles 2.3 Million Insurance Policies “ Why & What was changed Reality Check & Impact Critical Success Factors Key Principles to Take Away Why we needed to change • • • • • Customer Experience Regulation Risk Management Business Controls Better Future What we actually Implemented • Three line defence • Customer Centred Assessments • Training & Competency • Risk Assessments • Controls and Oversight • Continual Improvement as standard • Overarching Governance from Board downwards • Culture Change Strategy REALITY THE CUSTOMER JOURNEY Script fully read? Then Lead Generation? Cross Sell opportunity? Call Assessed on compliance statements Upsell opportunity? Tick Box Approach “ When you are explaining something on the call, they should be trained to listen more Customer How am I supposed to coach sales if I now have to do three quality calls per person Team Manager What about my incentives, I still need to earn Customer Service Agent Compliance is a barrier to us achieving our sales Contact Centre Manager POOR OUTCOME DRIVERS Misaligned Incentives & Rewards Legacy Leadership Attitude Disconnected Values & Beliefs Functional Fragmentation DIFFERING VIEWS CUSTOMER CENTRIC VALUES Just Words Honest Expert Adding Value Right Thing Together “Change the purpose & what people actually do” CUSTOMER CENTRIC TEAM Compliance v’s Business Open & Honest Understanding Collaborate DOING THE RIGHT THING THE CUSTOMER JOURNEY Customer Agrees Now Customer understands Needs have Changed Match Needs Why? Call Assessed on Customer Outcomes at each touch point THE KEY PRINCIPLES Culture First, Strategy Second Open eyes wider and see things differently If your customer centric thinking is Short Term, change your thinking Adopt an outside view point before designing your programme Start with the desired customer experience and work backwards to the technology Develop your controls for the right customer experience Always do the RIGHT Thing not just do Things RIGHT Work with compliance, you can achieve greatness together Stick to your continual review plan, the Customer Experience never ends THANKS! You can contact me at Stacey.Hill@TheAA.com CREDITS Special thanks to all the people who made and released these awesome resources for free: ⊡ Presentation template by SlidesCarnival Questions National conferences ■ Quality & Customer Experience ■ Data, Analytics & Insight ■ Both in London on 18th November London 20 © Professional © Professional Planning Forums Ltd 2015 Forum National Awards ■ Nominations by 31st May ■ Finalist Day on 8th July, Midlands ■ Awards Gala 24th September, Changing Gear Rise to the Customer Challenge Thank You © Professional Forums Ltd 2015 21 Changing Gear Rise to the Customer Challenge Panel Discussion Customer Experience © Professional Forums Ltd 2015 Holly Devonald – Regional Sales & Service Manager, LV= Alison Chapman – Training & Communications Manager, Motability Operations Questions National conferences ■ Quality & Customer Experience ■ Data, Analytics & Insight ■ Both in London on 18th November London 23 © Professional © Professional Planning Forums Ltd 2015 Forum National Awards ■ Nominations by 31st May ■ Finalist Day on 8th July, Midlands ■ Awards Gala 24th September, Changing Gear Rise to the Customer Challenge Panel Discussion Customer Experience Letty Pickering – Head of Customer Assurance, Direct Line Group © Professional Forums Ltd 2015 Questions National conferences ■ Quality & Customer Experience ■ Data, Analytics & Insight ■ Both in London on 18th November London 25 © Professional © Professional Planning Forums Ltd 2015 Forum National Awards ■ Nominations by 31st May ■ Finalist Day on 8th July, Midlands ■ Awards Gala 24th September, Changing Gear Rise to the Customer Challenge 26 © Professional Forums Ltd 2015 Thank You to all our speakers National Conferences and Awards National Conferences ■ Quality & Customer Experience ■ Data, Analytics & Insight ■ Both in London on 18th November 27 © Professional © Professional Planning Forums Ltd 2015 Forum National Awards ■ Nominations by 31st May ■ Finalist Day on 8th July, Midlands ■ Awards Gala 24th September, London
