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Rethinking Customer Service

Deliverables
  • Improve customer satisfaction scores by 4% in 12 months
  • Up-skill each manager with key psychological skills
  • Support each manager with coaching to get the best out of their teams
  • Improve staff confidence & skill competencies
  • Create a high challenge & high support organisational culture
  • Prove the impact of our work on CLTV & AOV (through A/B test groups)

Overview

In this modern marketing era, firms are striving to set new standards for how marketing gets done. Organisations are evolving from product-led to experience-led businesses, & 84 percent of CMOs we surveyed suspect their current business models may be threatened. Firms need to strategically address how to compete by increasing value; creating exceptional, personalised customer experiences; & transforming corporate cultures to think & operate in truly customer-centric ways.

Needs Analysis & Research

To challenge our initial assumptions we conducted a pre-engagement needs analysis & research phase to identify the critical behaviours & skills needed.  GoDaddy specified they wanted to create a ‘high challenge & high support environment’, recognising that the customer facing employees need to be ‘fresh & highly energised on a daily basis & to bring them best selves to work’.  Most often organisations attempt to solve this by increasing employee engagement.  But this rarely yields the outcomes that organisations want.  Engaged people won’t necessarily delight customers.  Recent research from the Disney Institute shows that the connection between employee engagement & customer outcomes is surprisingly weak.  Instead, it’s the people who behave in a way that delivers great service that makes the difference.

So the crucial question becomes: What impacts service performance? Surprisingly, it’s not specific HR practices, like competency frameworks.  What makes the greatest difference is the service climate i.e. organisational mood.  Do your peers think it’s important to help customers?  Do people feel like they’re supported internally to help customers with skills & knowledge (both technical & psychological)?

To answer these questions we organised focus group discussions.  Data was collected in the form of audio interviews & surveys to identify the key behaviours & skills people needed. A stakeholder workshop was arranged to review our initial findings.  Following the review a second survey was sent to everyone (across each of the populations with the results of the focus group) to test the data on the entire population & gather additional feedback.  With a rich data-set to work with & tangible insights from the front line - we knew exactly what skills & strategies where needed;


Skills to develop
  • Emotional intelligence
  • Empathy
  • Handling difficult conversations
  • Influence & persuasion
  • Energy management
  • Resilience
  • Stress management
Workshops
  • Psychological safety
  • Self-management
  • Relationship management
  • Courageous conversations
  • Influence & persuade
  • Resilience
  • The corporate athlete
KPIs
  • Monthly surveys scoring coaching sessions at 8.5/10 & above
  • Workshop delivery scores of 8.5/10 & above
  • Measurable change in customer satisfaction scores post programme (through A/B testing)
  • Measurable impact on CLTV & AOV 12 months post programme (through A/B testing)



Design

GoDaddy can’t take their customer service teams off the front line.  The business simply couldn’t operate without them.  They handle hundreds of thousands of calls per day.  Our solution had to be a Train-the-Trainer model that provided their managers with the necessary skills to influence & lead their teams effectively.

We developed a 12-month programme that combined 6 (bi-monthly) full day training events, complimented with monthly digital coaching sessions to support each manager's L&D. Pre & post training activities including podcasts, reading materials, tutorials & E–learning to facilitate self-paced development.  Classroom modules included workshops, inter-activities & actor led live role-play scenarios to simulate a ‘high challenge environment’ & to provide the delegates with a safe space to test their new capabilities.  The manager's where assessed & scored during each event.   Each individual received a personal development report & areas that where highlighted for improvement were focused on during the monthly coaching sessions.

Feedback

How would you score the workshop content? 9.5/10

How would you score the presenter? 9.4/10

How tangible have you found the strategies & skills? 9.8/10

How would you score the coaching experience? 9.8/10