HSLU's new tool will create comparative figures for a company's customer services.If a consumer approaches a company with a problem or a question, it is crucial that they get to the right place as soon as possible and that their inquiry is resolved to their satisfaction. "Otherwise, the company not only risks losing a customer, but there is also the possibility that the customer will express his dissatisfaction on social networks," says Ulrich Egle, lecturer and project manager at the Institute for Financial Services Zug IFZ at the Lucerne University of Applied Sciences and Arts, describing the danger of insufficiently efficient and effective customer service.An interactive customer dialog between the company and the customer succeeds when employees act competently and various communication channels are successfully integrated. Today, however, the management of these communication channels has become very complex due to the multitude of new contact options. Especially as more and more customers are active on social media platforms and, in addition to telephone and e-mail, are more frequently using Facebook, Twitter, chats, etc. to contact the company. "At the same time, there is a lack of generally accepted and established benchmarks, so-called Key Performance Indicators KPIs, to measure, compare and ultimately improve one's own performance in customer service," explains Ulrich Egle.In the research project DIMO (Dialog Monitor for Planning and Controlling Customer Contact Centers), the Lucerne University of Applied Sciences and Arts has therefore developed the framework "Dialog KPIs" for the management of customer services. The research team was supported by the professional and industry association CallNet.ch, the implementation partner Crystal Partners AG and the practice partners Credit Suisse and Swisscom. The Swiss Federal Commission for Technology and Innovation (CTI) contributed financially to the project.
Service Excellence Cockpit - also for SMEsThe "Dialog KPIs" framework consists of the five dimensions of customer satisfaction, efficiency, processes/technology, quality and employee satisfaction. A benchmarking tool was then programmed on the basis of this framework, the "Service Excellence Cockpit". Since this summer, Crystal Partner AG has been operating the tool under the name "Service Excellence Cockpit".
www.service-excellence-cockpit.chThe cockpit is in great demand. In 2014, around 60 companies recorded their data in the new benchmarking tool. This means that we have a lot of comparative figures from which all companies mutually benefit," says Rémon Elsten, Managing Partner at Crystal Partners AG. This does not only include large companies: "The tool is also interesting for SMEs, because good customer service is relevant for all companies. "Companies that collect their data first have the opportunity to compare their own key figures with best practices on the market and among different peer groups (industry, size, etc.) and see where they stand with their offering. This includes, for example, average response times, first contact resolution, industry-specific opening hours and the number of training days of employees.Companies can then explore their optimization potential and also simulate consequences of certain interventions. For example, the tool can be used to show which measures result in an increase in employee satisfaction and thus also in customer satisfaction, or to what extent the integration of new technologies influences the processing time of inquiries.Finally, the "Service Excellence Cockpit" helps to plan targeted measures to improve services. And it facilitates investment decisions because assumptions can be objectified by comparing key figures. More information on the "Service Excellence Cockpit" can be found at www.service-excellencecockpit.ch.___________________________________
Studies show trends in customer service
The result of the DIMO project of the Lucerne University of Applied Sciences and Arts is not only the concrete benchmarking tool "Service Excellence Cockpit", but also a trend report. The results are based on the survey results in 2013 on the key performance indicators (KPIs) at 150 customer contact centers.The study shows, among other things, that increasing customer satisfaction and service quality are not contradictory to increasing efficiency, but that both goals can be realized through the optimal use of technologies. The use of new channels was found to still lag far behind traditional channels such as telephone and e-mail. For example, only 40 percent of the companies surveyed have mobile apps, with another 20 planning to introduce them.The study also discusses the issues that need to be addressed when dealing with new touchpoints and social media. To compare these results over time, Crystal Partners has produced another report based on the new data generated this year from the Service Excellence Cockpit.The 2013 and 2014 reports can be found at. www.service-excellence-cockpit.ch can be ordered for a fee. Companies participating in benchmarking receive the studies free of charge.
