The First Time Resolution Evolution

Tags: Customer Satisfaction | Technology

I am currently in the process of moving my broadband supplier and a task that I thought would have been fairly straightforward is proving quite demanding both on my time and my patience.  It’s not as if I am asking for anything complex, I simply want to move onto an increased package and include a mobile service so that I can make best use of my recently purchased iPad when I am out and about...

The problem I'm having is that the company I’m dealing with simply does not have all its processes and procedures available to its employees. So, a task I thought would take a single phone call has, so far, resulted in a number of inbound calls that has meant me being transferred, put on hold and, on one occasion, disconnected.  I have also had to send a couple of emails confirming information and been bombarded with texts that, as well as being incorrect, I can’t actually reply to.

So aside from the cost of my own time and my increasing distrust of the company in question, how much has it actually cost them to so far service my request that is still not resolved?  I estimate that I have spent 2 hours speaking to them so far which, on a conservative estimate, means that nearly 10% of the revenue they will obtain from my actual service has been used solely to deal with my enquiry.  So as well as driving me to be a detractor they are also burning cost.  Not a good business model!

So what should be done differently?  The answer is pretty straightforward.  I, as a customer, don’t want to spend my time having to fit into a company’s limitations to deal with my query and, as a business, I don’t want to spend unnecessary cost on time and resource to service the customer.  In both cases the goal should be the same – resolution to the query first time.

This is something that RESPONSE continually strives to improve as it, by default, generates increased customer satisfaction and loyalty and improves overall value. 

We have introduced a 7 step strategy that operates a continuous improvement model.  It focuses on ensuring that the operation actually has ownership of driving First Time Resolution and is enabled through a combination of ongoing training, coaching and innovative enabling technologies.
 
As long as our advisors are empowered to deal with the range of queries in an effective manner and have access to the correct customer, product and process information then they can aim to service the customer first time. 

What we also do is provide additional techniques such as unified knowledge base solutions and instant messaging collaboration that allows our advisors to obtain additional information from subject matter experts whilst they still have the customer on the phone.  The result being that the need to transfer a customer or arrange a callback is significantly reduced. So what is our 7 Step strategy?

1.  Empower the Operation to own FTR as a measure.  Establish advisor and customer focus groups to identify where the challenges lie.

2.  Provide intuitive knowledge solutions.  Allow advisors to search for answers through natural language, decision logic and taxonomy structures.

3.  Ensure that the data feeds are integrated, accurate and in real time.  Make sure that the information you are giving advisors is correct.

4.  Implement a single unified desktop application.  Avoid multiple applications causing confusion and apathy by integrating into a single component.

5.  Identify areas where call reduction strategies can be implemented through self service and automation.  Aim to reduce the demands on the contact centre by allowing the customer to undertake more low value activity themselves.

6.  Undertake a programme of insight and analysis.  Review what is happening and what is preventing FTR achievement from a people, process and technology perspective.

7.  Trial new activities in a model environment.  Identify solutions to increase FTR and implement in an environment where the case can be proved and the procedures agreed before moving into a BAU environment.

By focusing on an increase in FTR you are, by default, increasing value through overall cost reduction and improved customer satisfaction.

So, back to my problem.  If the company I was dealing with was focussed on FTR then I would have spoken to one advisor who would have transitioned my broadband and added my additional requirements whilst providing me with all the answers to the questions I had.  I would have made a single phone call, the company would have handled a single phone call and both of us would have moved on happy in the knowledge of a job well done.

The process of FTR is one of continuous evolution and change and Charles Darwin summed it up perfectly “it is not the strongest of the species that survives, nor the most intelligent, but the one most responsive to change.”

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