Customer Experience Audit: Mobile Provider Eliminates Remote Workforce
Editor’s Note: This post is part of a series of Customer Experience Audits. See all audits.
When it comes to customer support, we all want the same things. We measure efficiency metrics FCR (first call resolution), average wait time and talk time. We train contact center agents to be personal and helpful. Some of us even build incentives around goals for ancillary sales.
When it comes to delivering on those KPIs right, customer experience professionals have a lot in common. No one has figured out how to deliver on all metrics. We are happy to get one right!
Making Customers Feel Good when They Call
At JetBlue, the contact center is the heart. Contact Center crewmembers live the company’s mission to inspire humanity. If you want to feel what JetBlue is about, dial 1800 JetBlue. You will realize that customer experience is driven by empathy and understanding. And that is before we even train crewmembers on hospitality standards (that will happen in a few months as planned on the rollout roadmap).
JetBlue further empowers crewmembers to be BlueHeroes – to act as citizens, protect the JetBlue brand. To do the right thing for the customer when things go wrong. This is how the brand approach contact center management.
Loyalty that’s Worth the Wait
T-Mobile, the self-described “Un-Carrier” is taking a different approach. Two weeks ago at the Forrester conference in San Francisco, Sid Bothra shared the brand’s new strategy for call centers management.
Instead of having frontline agents work from home, T-Mobile launched mini-call center “pods” of approximately 50 people. Each covers specific geography and has cross-functional agents. Those groups are managed as P&L centers, not only as cost centers.
This is a completely new and risky approach. It maximizes FCR at the expense of wait and talk times. Yes, in the new world, customer calls will not be transferred a second (or third) time. With this design, the agent who knows data sits next to the network specialist and the international calls expert. The agent’s efficiency loss, however, will be substantial and it will impact both wait and call times.
The results Sid Bothra shared were inspiring. As expected, customers now wait 2x longer (from 40 seconds to 1m-1.3m). However, NPS went up by 50%. Employee retention increased by 75%. Additionally, customer share of the wallet also increased because now, callers are more open to buying ancillary products.
Bothra’s plan is a great example of thinking outside of the box and challenging the norm. Very few traditional call center leaders would agree with this new approach. In the long run, though, giving employees a sense of ownership of the business is the best way to inspire excellent service and care. It sounds like T-Mobile has found one way to do just that. It is one thing to feel like a cost, a burden to a business. It is another thing to feel empowered to earn money for your company and manage profits for your investors.
There is a third view on call centers that contradicts both JetBlue’s strategy and T-Mobile’s. In his book, The Effortless Experience, Matthew Dixon states that “any customer service interaction is four times more likely to drive disloyalty than to drive loyalty.”
Dixon argues that efforts to make customers happy when they reach out to contact centers is not the right approach. At the point of the call, he contends, we have lost their loyalty. Dixon recalibrates the goal of customer service to mitigate that negative impact by reducing effort. Reducing effort is more tangible to the customer and more sustainable to organizations than our current work to delight callers.
Regardless of the approach you decide to take with call center management, I urge you to be disruptive. Even to yourself. Do not lean on the traditional models. Technology advancements are adding more tools to our toolboxes. The new workforce is looking for more meaning and impact in any job. T-Mobile addresses both of those opportunities in a creative and innovative way that has potential to differentiate them in the future.
That could be you!
Think Outside the Box
Explore and share innovative ideas with our network when you become a Member of The Petrova Experience.
The One CX Goal You Need to Set for 2019
For 2019, I urge you to make only one CX goal – bring about business success with your customer experience work. Don’t just do work in the general sense. Rather, set a CX goal that has a real impact on your customers and their experiences with your brand.
Customer Experience Audit: Uber Bets On Self-Driving Cars With Big Volvo Purchase
The question that remains unanswered is who will be part of the future of transportation. Uber is going for the vertical integration – the whole pie. The future industry of urban transportation will be made of players in three different categories: cars, self-driving software, and ride-sharing network. In contrast, Lyft approaches the future through partnerships.
How To Define Your Purpose And Have Unique Culture
If you Google the word “purpose” you get the definition “the reason for which something exists.” This is a challenge if you think about it in the context of an…
Aviation Industry, Coronavirus Isn’t the Only Thing Killing Us
Eighteen years ago, September 11th caused a three-day halt of the US commercial airlines and resulted in a 31.6% reduction in travel in September 2001 compared to the previous year….
United CEO does not care about #customers happiness. Really?
Lately, I have been thinking about United Airlines. In the beginning I thought about them because someone asked whether it is possible to build a customer-centric culture in a company…
Airport Experience: Are You Letting Down Your Precious Travelers?
A month and a half ago, as part of our ongoing conversation about airport experience, we introduced the concept of revenge travel. We pleaded with the public to trust us…
Lessons Learned at the Forrester Conference: “Data is the New Sexy”
Once a year I look for an event to attend where I can learn something new and get better at what I do. This year, I attended an event hosted…
Create Your Tribe: How Great CX Makes a Lifestyle Brand
Newcomers to the market realize that their business is only as strong as the growth of their customer base. With that in mind, senior leaders work hard to shorten the distance between them and the customer.
Culture Is King – The Power Of Employee Engagement
In 2017 we introduced our ROI series recognizing the challenges all customer experience professionals have to obtain funding for CX initiatives and to prove their positive returns. Our second ROI…
Employee Experience Strategy and Customer Experience Depend on Strategy
This week, Andy Newman wrote a great article in The New York Times about the life of a retail sales agent. He used the example of an Old Navy sales…
Human Experience: Do You Really Know Your Customers?
Steve Jobs said: “Get closer than ever to your customers. So close that you tell them what they need before they realize it themselves.” He did not just say that….
Let’s Get You Certified as a Customer Experience Professional!
Like all mature professions, customer experience has a certification that is internationally recognized. Adding it to your resume will signal to the business community that you are serious about customer experience and your aspiration to be part of its leadership ranks…
Customer Experience Audit: New York Times Beats Google
Editor’s Note: This post is part of a series of Customer Experience Audits. In this series we walk you through customer experience examples across industries. We feature brands that made…
Do You Know Why The Iconic Brand Toys ‘R’ Us Closed Doors Despite All Our Memories? #RetailBlues
The year is 2016. You are the CEO of Toys ‘R’ Us. Your brand still controls 13.6% of the toy market although the company is highly leveraged, a strategy of…
Customer Experience Audit: Starbucks Bets On The Physical Experience
Starbucks is opting in for the physical experience in order to become a lifestyle brand while other brands are investing in omni-channel experience.
CX Bold Moves: JetBlue Paperless And Deviceless Boarding
Editor’s Note: This post is part of a series of CX Bold Moves. See all the CX Bold Moves stories. This year JetBlue entered the ranks of the innovators who…
Why Bt2B Businesses Must Think Like B2C in the Next Decade
B2B vs B2B thinking makes a real difference when it comes to customer experience. According to Gartner at least 80% of B2B buyers now expect the same buying experience as…
What is Telemedicine? Keeping Medicine at the Heart
Guest Post by Dr. Melynda Barnes for The Petrova Experience. In this post Dr. Barnes answers the question “what is telemedicine,” and reminds us to keep medicine at the heart…
Why you need a defined culture for customer experience?
When designed and built correctly, customer experience expresses an organization’s brand. Your brand and marketing promises serve as a guiding light to your experience team. Similarly, organizational culture serves as a goalpost for the service side of customer experience.
What is the survey question that will prioritize your #CX roadmap?
As customer experience professionals, we need to factor in this disconnect when we design surveys. And when we react to survey results. Customers have an image of who they want to be. However, their behaviors do not always reflect that image.
Customer Experience Survey: Why Customers Are Not Responding
When you solicit customer feedback sometimes matters more than how you ask the questions. In the case of a survey about new biometrics boarding initiatives my team and I created for JetBlue, we had a list of feedback that was most important for us.
Customer Experience Tips and Best Practices In 2017?
In Post 2 of Liliana Petrova’s series on customer experience tips, lessons learned, and best practices for the new year on JetBlue, she explores the importance of “keeping the human…
Autonomous Customers, Traveler Privacy and More Questions for CX Professionals in a Changing World
“As we move toward a more automated culture, most travelers will adapt to a Jetsonian, automated lifestyle. Every industry we know will be disrupted. For those of us in aviation,…
Customer Experience Audit: Domino’s Making the Right CX Choices
Editor’s Note: This post is part of a series of Customer Experience Audit – as series of articles featuring examples of good customer experience and bad customer experience in practice….
Customer Facing Experience: Communication and Hospitality
Today, we are talking about communication as part of the customer facing experience. This is one of the most misused and misinterpreted notions both in our professional lives and our…
Organizational Culture and Access to Information
By and large, people perceive culture as an HR discipline. The most common perception is that culture covers the soft side of performance. Culture is about how you do things, not so much about what you do. This approach to culture could not be more wrong. In fact, organizational culture is about so much more than a few words in a performance review sheet. It is about leaders expressing values, and the action guidance their cultural behaviors provide.
Liliana Petrova Talks Patient Experience in Healthcare Podcast
Recently, we recorded a podcast on patient experience in healthcare with Stacey Richter. And today, we are excited to share it with you. Patient Experience in Healthcare vs Passenger Experience…
Travel Experience Stories: How Not to Leave Customers Stranded
Meet Diane, and get to know her travel experience story. Diane is traveling with her 2 year old and 5 year old to her in-laws’ house for Thanksgiving. This is…
Customer Experience Audit: Cadillac Scores Millennial Customers with Future-Forward Thinking
Editor’s Note: This post is part of a Customer Experience Audit series. See all the audit stories. The automotive industry is right next to the airline industry in terms of…
Patient Experience Whitepaper: Impact of Patient ‘I Wants’ in Healthcare
Rachel Dreyfus joins The Petrova Experience with a guest blog about patient experience. Background A culture of positive patient experience is increasingly important in Healthcare, affecting patient outcomes and satisfaction….
Customer Experience Audit: Mobile Provider Eliminates Remote Workforce
How to balance the efficiency call center metric FCR (first call resolution) with wait and talk time? JetBlue promotes human interactions as a brand promise.
A Customer Experience Strategy will Define Your Success in 2021
While there may not be a magic pill to guarantee the perfect customer experience, there is one thing that every organization needs to transform into a customer-centric business. And that…
Are You Ready to Go Exclusive with Jane, Your Digital Concierge?
In 2015 JetBlue introduced bag fees. Seven years after the competition. The media exploded. Many publications were negative. They blamed the airline for “selling out.” One headline read “A New…
Freelance Customer Experience Lessons for Freelancers
For small businesses and freelancers alike, it’s important to recognize that your business is as strong as the relationships you build with your customers. That’s just one of the key…
Customer Experience Technology View of your Call Center
By 2022 the global cloud based contact center market is growing from USD 6.8Bn in 2017 to 20.93Bn in 2022. This makes for CAGR of 25.2%. If you do not…
Poor Integration is Bad for Customer Journey and Worse for Brands
Although we all have bad customer experiences, there is still a big debate about “the CX field” and whether it will survive the test of time. There is no doubt…
CX Skills Builders: You May Have a CX Job and Not Know It
Last week we talked about the identity crisis of CX professionals and we urged you to fix any small problem or seam on the customer journey in order to build internal brand equity and buy in.
How a Personal Interaction builds Customer Loyalty
A customer-centric methodology is key to the successful outcome of my interaction with Hello Spud. It is the reason this story appears here, and not among the CX Big Fails! The company did not send an automated response. It did not deliver a message stating “sorry we couldn’t help you, would you like something else.” Instead, the company co-founder reached out to me personally across multiple channels (a handwritten note, followed by personal emails).
Customer Experience Design – How Do You Want Customers To Feel?
Last week, we talked about CX Design in terms of space and function. Today, we continue our CX design journey to talk about the design of emotions and feelings. The new…
Hospitality and Why We lack Seamless Travel Experiences
Hospitality is taken for granted across government agencies, airlines and hotels. In my line of work, I often hear “I want to have the JetBlue customer experience.” Although many claim…
Would You Pitch In To Save Toys “R” Us For Your Children To Experience? #ToysRUsGoFundMe
Last week we laid out the big moves that the leadership of Toys ‘R’ Us failed to take to evolve with customer needs and thus joins other brands as examples of…
Culture Starts at the Top
Without a leader who believes that today’s business success is about acquiring and retaining customers, you cannot even begin the process of building a culture. Leaders who are passionate about the customer are also passionate about creating culture and employee engagement.
Get Customer Experience Basics Right and You Don’t Need to Invest in Wow Moments
Wow Moments are a Customer Experience hot topic. Customer experience professionals ideate how to build, prioritize, finance, and measure these Wow Moments. Chip and Dan Heath wrote a whole book on the topic: The Power of Moments. No Wow Moment saves you from negative word of mouth if your brand fails to get the customer experience basics right or to deliver the expected brand experience consistently.
Customer Experience Audit: FedEx Omnichannel Disaster
In our Strategy, Org Design & Culture series we cover customer-focused companies that are willing to adapt, take risks and discover new ways of staying relevant. Sometimes, we encounter brands…