Improving your Service Touch Points

Target Attendees:

This seminar is for all employees who interact and want to improve their working relationships with internal and external customers. It is even more beneficial if more than one person from your company attends.

Program Description:

Customer Service is not just about the front liners, the procedures and systems that we employ to satisfy our customers, it is more about the experience we deliver and what our customers remember. Focusing on improving just our people or our systems would be taking a piece-meal approach to service improvement. What is needed is a holistic approach by analyzing the entire service delivery process through each touch point that we have with our customers.

This seminar teaches the basics of service touch point analysis by mapping the entire process. This gives the participants a more incisive and critical way of addressing the service issues and complaints that they encounter. This in turn will help in the development of service level agreements as well as key ideas on what service procedures to improve from a more holistic standpoint that would improve customer relationships and promote customer loyalty.

Learning Points and Objectives:

The participants will be guided on how to:

1. Break down and map your customer service processes

2. Detect and assess the root causes of customer service problems and issues

3. Analyze your service delivery systems from your customers’ viewpoint

4. Improve your procedures and systems to match your customers’ preferences and demands

5. Develop a Service Level Agreement Plan

What makes this Seminar different?

This seminar is focused on helping the participants:

1. Learn the new techniques in customer service mapping

2. Identify and address the service issues that negatively affect productivity, customer loyalty and satisfaction

3. Know how to avoid service problem disconnects and solutioneering

4. Create Service Level Agreements and Procedures that promote better sales and profitability

5. Improve the total customer experience that your company and team delivers

Module 1: Customer Experience Analysis

A. What is Customer Experience?

   1. Customer Experience Defined

   2. Product-Centered vs. Customer-Centered Orientation

   3. Elements of Customer Experience

       a. Company/Brand Image – What we Promise

       b. External Marketplace – What our Customers Hear or Understand about Us

       c. Company Processes and Service Delivery – What we Do to Serve our Customers

   4. Total Customer Experience – What Customers Feel and Remember based on What We Do

B. What do You Want your Customers to Experience?

   1. What is your Customer Experience Strategy?

   2. Define the Customer Experience you Currently Deliver

       a. Positioning

       b. Brand Image and Values

       c. Customer Offerings

       d. Differentiation Points

   3. The Customer Relationship Lifecycle (CRL)

       a. The Stages

           1) Awareness

           2) Knowledge

           3) Consideration

           4) Trial / Selection

           5) Satisfaction

           6) Loyalty

           7) Advocacy

   4. Understanding Customer Needs, Levers and Values at each Stage

Module 2: Analyzing Customer Touch Points

A. Customer Point Defined

   1. Types of Touch Points

       a. Human Touch Points

       b. Communication Touch Points

       c. System Touch Points

   2. Contacts or Connections made through Touch Points

       a. Physical

       b. Intangible

       c. Virtual

B. Touch Point Mapping and Analysis

   1. Inventory your Touch Points

       a. Create a Process Map and identify your Touch Points

       b. Link the Touch Points and Develop a Service Chain

       c. Specify each Touch Point’s Purpose and Timing in the Service Chain

       d. Indicate the Person/s Responsible

       e. Rate each Touch Point’s Impact or Importance on the Customer Experience

   2. Assess Each Touch Point’s Effectiveness

       a. Strong Points

       b. Weak Points

   3. Identify Poor Experience Areas

       a. Areas with High Impact / High Risk to Positive Customer Experience

       b. High Cost Areas (i.e. Lost Customers, Lost Revenues due to Returns)

Exercise: Touch Point Mapping Application (to your Company)

Module 3: Service Touch Point Enhancement Process

A. Define Customer Experience Enhancement Priorities

   1. Priority Weak Points to Address in the Service Chain

   2. Specifying Changes that Need to be Made

B. Analyzing the Root Causes of the Touch Point Weaknesses

   1. People

   2. Processes and Procedures

   3. Tools and Equipment

   4. Work Environment

   5. Other Root Causes

C. Touch Point Improvement Action Plan

   1. Map the Internal Improvements needed to be made

       a. Break down each Improvement into Phases

       b. Communicate the Improvement Action Plan to the People Involved

       c. Set up Metrics and Key Results to be Achieved

       d.Get the Team’s Buy-in and Negotiate if needed

       e. Establish Quick Wins at each Phase

       f. Analyze the Results at each Phase before Moving to the Next

   2. Evaluating the Touch Point Improvement Results

       a. Comparing Desired vs. Actual Results on the Customer Experience

       b. Specifying the Achievements and Shortcomings

       c. Developing Corrective Action Plans to Resolve the Issues Encountered