ICMI's Customer Management Insight - April 2008 - (Page 12)

contact center spotlight Egg’s holistic customer experience management initiative allows timely surveys that can be shared with other departments in the organization for rapid response across the enterprise. Egg Customer Service Call Centre BY GREG LEVIN Capturing customer feedback during “moments of truth” has enabled the English bank Egg to create customers for life. Egg, the UK’s largest online bank, would be but a shell of itself without its highly strategic and successful customer experience management initiative in place. Driving the initiative is a sophisticated feedback management system that surveys customers at key moments during their relationship with Egg — such as just after they open an account online or complete a call to one of the bank’s contact centers — and then drills down into the survey data to uncover critical trends, opportunities and problems. “The biggest impact this system has had lies in its ability to integrate with our customer databases and call center systems, says ” John Jennick, head of cusJohn Jennick, tomer experience measureEgg’s head of customer ment and action at Egg, “and experience in its ability to drive action measurement within our organization. ” KEEPING THE CUSTOMER IN CLEAR VIEW Egg’s customer experience management initiative is more holistic than most, with surveys being conducted by various departments within the organization — not just the contact center. For instance, Marketing may survey customers for new product development or new product introduction; or IT may conduct a survey to gauge Egg’s Web site usability and effectiveness. The key is that, regardless of who is surveying customers and for what reasons, the same system — provided by enterprise feedback management software firm Confirmit (www.confirmit.com) — is used, and all results are integrated and AT A GLANCE managed by Egg’s dedicated LOCATION: Derby, U.K. Customer Experience and Action HOURS OF OPERATION: 24/7 team, thus ensuring a clear and consistent view of customer needs and NUMBER OF AGENTS: 600-plus expectations across the enterprise. PRODUCTS/SERVICES PROVIDED/SUPPORTED: Credit cards, loans, savings All customer surveys are conaccounts ducted online, though invitations to CHANNELS HANDLED: Phone, IVR, email, Web the surveys are sent out via various NUMBER OF CONTACTS HANDLED: 20,000/month means — email, mail (with the surNOTABLE: An innovative and comprehensive customer experience measurement vey URL provided in the paper initiative has led to big improvements in agent performance and customer invitation) and phone, as well as via satisfaction, as well as decreased operational costs. pop-ups on the Egg Web site. Thanks to the integrative power of its Confirmit system, Egg is able to deliver personalized invitations immediately after each customer interaction with the company, thus ensuring that the customer knows why they’ve been invited and in what context, which helps to improve response rates. icmi’s insight www.icmi.com | APRIL 2008 M 12 http://www.confirmit.com http://www.icmi.com

Table of Contents Feed for the Digital Edition of ICMI's Customer Management Insight - April 2008

ICMI's Customer Management Insight - April 2008 Operations: Small Call Centers, Big Potential Ad Index Contents Editor's Page Contact Center Spotlight People: Assessment Tools Recommended Reading Technology: Speech Recognition Special Feature: Best of Show Strategy: Service-to-Sales Success Expert's Angle - High Volume, High Stakes: A Better Strategy for Hiring Experts Angle - Secrets of Recruiting Success/Job Brands: Changing Applicant Reactions to Your Openings Experts Angle - Speech Analytics: Uncovering the Voice of the Customer

ICMI's Customer Management Insight - April 2008

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