Customer Service Operations - Managing The Customer Experience Company Wide

What Are Customer Service Operations?

Customer Service Operations are often viewed as a departmental function, often fulfilled by the "Customer Service Department." While they are a front line communication point, the reality is that the 'Contact Center' is just one touch point with your customer. Customer service operations can be defined as the sum of all activities employed in selling and producing products or services for a customer. These functions all contribute to the customer experience.

Questions You Should Answer Before Making Changes

Those companies who provide a positive customer experience will gain and retain their customers, while those who don't will lose them. What remains elusive to many companies is a complete understanding of what their customers value and whether your company is providing it.

Most customer service managers will be able to provide statistics on call wait times, but can they provide an overview of how customers view your company as a whole? It's an elusive insight that is hard to gain.

Before you invest in improvements to your customer service operations, try to find the answers to these questions:

• Why did the customer come to your company in the first place? - Was it your product or service line, your prices, or the close proximity to the customer that was the important factor?



• As this a repeat customers? - What is the reason the customer returned? Learning this can help you identify opportunities for improvement and where not to make changes.



• What is the true cost of customer interaction? - This is a tough one for most companies to answer. They often overlook hidden factors that add to the cost.



• When should you focus on service? - While the answer to this question might seem obvious, there are times when focusing on reducing cost to bring prices in line with market demand will garner better financial results.

TML's Customer Service Operations Improvement Services

Now that you have answered these questions, an improvement program can be started. TML has helped many companies improve customer service operations. For example, I have helped companies achieve an 82% reduction in order procurement timeline, a 30% reduction in abandoned calls, a 70% reduction in RMA authorizations for one company and an 80% reduction for another.

To ensure the success of your service operations improvement iniative, TML focuses on three key areas, in the following order:

• Identify Customer Touch Points and Measure Effectiveness - TML will identify those areas that add value to the customer experience, focusing on communication, quality, and education. We will then develop benchmarks to set a baseline for measuring improvement.



• Develop Service Strategy - In coordination with your key staff, TML will develop a service strategy that addresses the key improvement areas identified in the proceeding step while maintaining a balance between cost and value.



• Redefine Operations - TML will work with you to redesign and implement improvements in systems, operating procedures, and organizational structure. As a key component to this process, special attention will be paid to communication protocols. Properly structured communications ensure clarity of understanding throughout the customer experience and within your company.



• Conduct Specialized Training - Often overlooked, training is critical to ensure your entire company understands the value of the improvements made and how to build on them. TML employs an apprenticeship model to all of it engagements. TML also develops custom training curriculum and documentation for every customer. Often, this documentation is created at the department level; however, we remain flexible in order to meet your unique needs.

TML Can Help You Develop Your Customer Service Operations

Taking on the task of improving your customer service operations might seem like a daunting task. Those companies that have done it have realized significant improvement in customer satifaction, reduced lead times, and reduced costs related to rework. I have been helping companies develop customer service operations systems since 1998 and I can help you too! Call me today to see how we can work together to prepare your company to grow at (215) 280-9922.