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Ernest Marquez

on 5 September 2013

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Transcript of Journey

Customer Support Services Department
The Goal
Re-engineer the Service to create a sustainable new model for policing the city.

Service's Definition of Customer Service
External Definitions and Terminology
Creating an exceptional service experience makes your business more profitable, and infinitely more referable. There is no advertising quite so effective as a base of loyal, satisfied customers
To Serve and Protect
Service - what type?
What options are available to attain such services?
Live vs. Automated
Protection: reality vs. perception
Does perception = reality?

What is Great Service?
The best way to attract and keep customers is to create a service experience that is second to none.
Great service standards give you a key point of differentiation from your competitors. You just need to commit to it, and make it an integral part of your organization.

Org. Structure of CSX Dept.
A Customer Service Department would consist of a Customer Service Manager and Customer Service Representatives.
These employees’ hours of operation are: 24/7/365?

Org. Structure of CSX Dept. cont’d
During business hours, all phone calls are answered by one of the Service’s representatives.
If business hours are not 24/7/365, all phone calls are sent to voice mail and will be returned the following morning by a Customer Service Representative.

Desired Outcome
Prioritize our services and to deliver those necessary services in a matter that allows the Service to meet its legislative obligations and maintain a safe city in partnership with our communities.

What would a Customer Service Department Look Like?
Slogan: “Committed to Community”

What does that mean and how do we get there?

Org. Structure of CSX Dept. cont’d
Provide options for the customer to contact you, via:
Phone, electronically or in person
Website (secure option available), listing Divisions and Units, addresses, phone #’s, email and fax
Reminder: If your request requires the disclosure of confidential or personal information for resolution, please call us as email is not a secure method of communication.

As per the Service’s Competency Dictionary (October 1998)
Community Focused/Customer Service Orientation is the desire to help, protect or serve others. It means focusing one’s efforts on meeting community and customer needs, including those of individuals, groups and agencies.
It includes the ability to understand and manage relationships, and to build networks with people who are both within and external to the police Service. Community or customer is defined broadly as the individuals, groups or agencies that the officer serves.

Takes a Community/Customer Perspective
Demonstrates the ability to see issues from the community’s/customer’s perspective. Is sensitive to climate and culture of the community, as well as to the needs of the customer, and recognizes what is and is not possible at certain times or in certain situations.

Follows Up
Follows through on community/customer inquiries, requests, complaints. Keeps the community/customer (groups and individuals) informed about the progress of relevant inquiries/action.

Personal Commitment
Makes self fully available to community/customer (e.g., provides means of easy access), especially during critical periods for the community/customer. Maintains regular contact with and shows genuine respect for the community/customer by initiating involvement with service clubs, community/customer organizations or agencies.

Adds Value
Makes concrete attempts to add value to the community/customer by making things better or avoiding potential problems for the community/customer. Seeks information about the real, underlying needs of the community/customer, beyond those expressed initially and works with a long-term perspective in addressing community/customer needs and issues. Focuses on the long-term benefits for the community/customer.

Establishes an on-going position of trust with the community/customer by developing and acting on opinions/plans that go beyond those requested by the community/customer. Maintains a strategic relationship and partnership with the community/customer based on in-depth knowledge and understanding of the community’s/customer’s needs.

What is a Customer?
“A customer is the most important visitor on our premises. He is not dependent on us. We are dependent on him. He is not an interruption in our work. He is the purpose of it. He is not an outsider in our business. He is part of it. We are not doing him a favor by serving him. He is doing us a favor by giving us an opportunity to do so.”
Mahatma Gandhi

Customer Experience (CX)
Customer experience (CX) is the sum of all experiences a customer has with a supplier of goods and services, over the duration of their relationship with that supplier. From awareness, discovery, attraction, interaction, purchase, use, cultivation and advocacy. It can also be used to mean an individual experience over one transaction.
A company's ability to deliver an experience that sets it apart in the eyes of its customers serves to increase their spending with the company and, optimally, inspire loyalty to its brand.
To create a superior customer experience requires understanding the customer's point of view; what's it really like to be your customer? What is the day-in, day-out 'customer experience' your company is delivering? How does it feel to wait in line or on hold on the phone?
Popularity is based on the experience that drove its customers to highly recommend their store/service to friends and family.

Customer Experience cont’d
A customer experience is an interaction between an organization and a customer as perceived through a customer’s conscious and subconscious mind. It is a blend of an organization’s rational performance, the senses stimulated and the emotions evoked and intuitively measured against customer expectations across all moments of contact.

Defined by 6 components:
Rational Experience
Subconscious Experience
Emotional Experience
Customer Retention
Customer Loyalty
Customer Acquisition

Customer Experience cont’d
A customer experience is not just about a rational experience (e.g. how quickly a phone is answered, what hours you’re open, delivery time scales, etc.)
More than 50 percent of a customer experience is subconscious, or how a customer feels.
A customer experience is not just about the ‘what,’ but also about the ‘how’.
A customer experience is about how a customer consciously and subconsciously sees his or her experience.
It’s a complex process of understanding your organization’s relationship with your customers. When addressed effectively, customer experience eases customer acquisition, drives customer loyalty and improves customer retention.

(Beyond Philosophy)

How does the Service eliminate the sense of entitlement internally and externally?
Internally, the minority of members make the majority look bad with their belief they are above the law.

Externally, the phrase, “I pay taxes” is often heard…what does this mean when spoken by the public?

What are the community/customer’s expectations?

Universal Customer Expectations
Customer service surveys conducted worldwide indicate there may be some universal expectations for service providers which are:
Is available in a timely manner
Is competent, knows the product, knows the customers
Is courteous
Creates a positive “customer experience”
However, a positive customer service experience differs from culture to culture

5 Phases of Customer Experience

Customer Experience (CX)
Customer Service Map
A Customer Experience map visually identifies and organizes every encounter a customer has (or could have) with your company and brand. These interactions are commonly referred to as “touchpoints.”

Creating a map is one of the best methods for understanding how customers interact with your company and uncovers opportunities for where and how you can improve a customer’s experience.  An Experience map provides a framework that can set you on a path to increased customer satisfaction, loyalty, retention and ultimately greater profits (increased community engagement).

Experience Mapping
Definition: is a means to develop a deeper understanding of your customers’ experiences and expectations – and to ultimately create advocates out of your customers, because they are enthusiastic about the exceptional experience that you provide.
Gelb (Endeavour Management Company)

The Best Kind of Map
Simple and streamlined
Provides an at-a-glance dashboard view that quickly shows executives and key stakeholders where pain points (and best practices) exist in a process
Summarizes customer feedback for each touchpoint and calls out which departments are involved in any flawed processes (and successes).
Easily shared with employees throughout the organization so they can see how they can make an impact and drive change

The Best Kind of Map cont’d
Shows how a customer’s experience varies depending on where it is they “touch” your business (i.e. website inquiry vs. in-person inquiry vs. phone inquiry).  The best kind of map provides these things for all product lines or lines of business
Help you better understand your customers and your business

The Best Kind of Map cont’d
Help you strengthen customer relationships and see how all of your touchpoints affect your bottom line so you can ultimately improve it

Touch Points
The customer experiences 6 touch point elements

Touchpoint Inventory
Point of Relationship
Business Reason
Customer Impact
Touchpoint Owner

1. Touchpoint Inventory
A list of every way a customer can touch or is touched by your company (website, phone calls, media, letters, etc.)

2. Point of Relationship
At what point in a customer’s relationship with you do they encounter each touchpoint?  What touchpoints are present during the awareness, information-gathering, consideration, selection, satisfaction, loyalty and advocacy stages?

3. Business Reason
Why does each touchpoint exist at each relationship stage from an operations perspective (serve/assist, provide support, etc.)?

4. Customer Impact
Why does each touchpoint exist from a customer perspective (set you apart from a competitor, garner repeat patronage, build loyalty, etc.)?

What department(s) is responsible for each touchpoint?

6. Effectiveness
Does each touchpoint enhance or weaken a customer’s experience?  What does a customer expect at each point?  Do you meet their expectations? How do they feel?  How do you want them to feel?  Are there any redundancies or unnecessary touchpoints? Which touchpoints are most and least effective?

5. Touchpoint Owner
The image below is a customer counter at an international airport that enables the user to provide instant Customer Service feedback.
Something similar could potentially be placed at the front counter of all divisions and at the Service counter in the lobby of Headquarters.
External stats could be tracked and internal members’ performance could be measured.

Next Steps

The Service Should Ask and be Able to Answer:
Can you clearly pinpoint where the customer pain points are in your organization?
Do you and your employees have a clear picture of the process different types of customers go through when interacting with your company?
Have you recently asked your customers if and where they experience pain?
Are you addressing the pain they experience?

To Do List
Be Predictable: This follows from future pacing. If you know what you’re doing you’ll have a set of proven processes in place, to ensure consistent and predictable results for your customers every time. Your processes reflect your professionalism. Promoting your processes fosters trust in your abilities, and respect for what you do.
Take Nothing for Granted: The little things all add up, so don’t neglect them. The more consideration you give the small details in your service experience, the more valuable you will be to your customers. (Even more reason the Service should be citizen-centric as we are our only competitors.)

Up Sell: customers come to you because they have a specific need. As they work with you, they’ll likely realize that they have other, related needs you could also fulfill. You don’t need to give them the hard-sell… doing your job well and providing excellent service does that for you. Something for them to keep in mind, just in case.
Better to have it and not need it…than need it and not have it. The reality is: problems happen. A smart business person will anticipate them, and have a plan in place should things go wrong. Let your customers know what to do when they have issues or concerns. (e.g. notion of moving citizens via automated services or online tutorial for filling out background checks)

Be There… (and not just physically either): Service providers are busy, even when they’re not. In the minds of customers, this could be construed as being flaky, inaccessible, or apathetic. Make sure your schedule allows for peak service periods, and that you are both accessible and engaged when your customer needs you. Be organized, and come to meetings/interactions fully prepared. Connecting with your customers/citizens means just that.

Embrace Client Reviews: Don’t fear the social media machine. Feedback, reviews and testimonials hold far more weight than any advertising campaign. Ask for feedback after each project, both positive and negative. The positive will help you establish credibility, and the negative will help you improve.

Eliminate Surprises (related to being predictable): You need to be fully transparent in your work. This includes billing (which is very important for customers). Your invoices should be timely, itemized, and free from hidden or unexpected upcharges. (Could this be applied to the Services’ budget? Having it readily accessible to citizens on our website so that our expenditures are as transparent as possible?) This avoids the dissolution of trust. If something is not included, tell your customers beforehand.

Share the Love: A great service experience starts with consistent affirmation that your client made the right choice.
Create a Comfort Zone: People are resistant to change, and working with a new company makes people nervous. You can get rid of any ambiguity or uncertainty by explaining what your customers should expect. This simple act of letting your customers know how things work is called “Future Pacing”. Through knowing what to expect in working with you, your customers will have a higher level of comfort and security in their decision.

Mind Your Manners: The phrase “thank you” is simple, it’s free, and it has the potential to have a profound effect on your business. Be genuine, and thank your customers often. You are fortunate that they are choosing to work with you. You are not simply entitled to anyone’s patronage. Voice your appreciation whenever you can.
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