1to1 - Spring 2009 - (Page 23) spin on loyalty Whirlpool’s Gold Ring Promise oaths—e.g., “to continuously “Everyone is trained on the Bill of Rights,” To be true to the Whirlpool Gold improve product quality in every way Holmgren says. “It’s about three things: Ring, to “build and sell only good I can and encourage others to do the professionalism, taking ownership, and resoquality, honest appliances” same”—share the common goal of lution.” Most people can recite it from To take a stand for product quality doing all that is necessary to deliver memory, she says. in each and every strategic or operatop quality products and service. Holmgren has developed an agent tional decision that I make The Customer Bill of Rights is a empowerment tool called an e-card to To prevent defects from occurring set of employee responsibilities encourage agents to deliver on both the Bill by consistently following Whirlpool listed as customer expectations. It and the Gold Ring Promise. The card is product quality policies, procedures, was established by Lynn Holmgren, awarded to call consultants who show and practices Whirlpool’s national director of strong quality scores. By empowering To continuously improve product customer care, during Whirlpool’s agents with an e-card—and thus, the quality in every way I can and encourage others to do the same acquisition of Maytag, and serves in authorization to make supervisor-level decipart as the operational foundation sions—there is less need for call escalation. To exhaust all efforts to reclaim our customer’s trust whenever we fail of the newly integrated contact As a result, e-cards have helped to increase our Gold Ring Promise center organization, called the first-call resolution. Customer eXperience Center (cXc). Communication helps to instill the prinThe company also uses it to ciples of the bill and promise throughout the promote the value of the cXc to the rest of the organization. organization. The company sends monthly communications As the company’s main face to consumers, the cXc takes called “The Leaders Voice,” in the form of recorded messages the bill especially seriously. Much like Ritz-Carlton and from senior leadership, asking employees to dial a toll-free Travelocity, Whirlpool’s customer service agents (aka, call number where they will hear about business updates, metrics consultants) carry laminated cards that highlight customers’ and performance trends, awards, and sales volumes. This form rights; the cards serve as a constant reminder of the company’s of communication helps to create engagement by connecting customer service principles. The Bill of Rights also pops up employees with the executive staff. each morning on the call consultants’ computer screens and In the cXc employees can also interact with management a framed copy resides on their desks. In addition, it’s posted during “fireside chats,” meetings where agents can speak throughout the cXc’s four contact centers. directly to their site managers. Holmgren says call consultants I PROMISE… www.1to1media.com Spring 2009 23 http://www.1to1media.com
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