Logitech and TeleTech: Partnering Around NPS to Bring the Vision to Life

info@netpromoter.com — Fri, 03 Feb 2012 22:32:53 GMT

Logitech is a world leader in person peripherals, driving innovation with 75 to 100 new products introduced each year.With over 400 agents handling thousands of interactions in 27 different languages each day, their customer support experience was complex and disconnected. This was further complicated by the fact that Logitech was managing 14 different vendors at 20 locations worldwide and their customer support program lacked consistency in measuring, monitoring, training and performance. Customer support costs were increasing with no direct benefit to the customer experience.A historical focus on minimizing call average handling times (AHT) to reduce costs was not driving the right behaviors. To begin their transformation, Logitech set a goal to become an industry leader, using NPS as the primary metric of success to measure the total interaction experience. The first step was to define the mission of customer support.

Answer the customer’s question
Minimize support costs
Create a Logitech customer for life

The challenge at hand was to find the right balance between driving the best customer experience possible with financial efficiency and change their charter from regional to worldwide. The first step toward achieving their vision was to find one partner that shared their vision and embraced NPS, and TeleTech fit the bill. TeleTech has 40,000 employees in 90 countries, and intend to have all them Net Promoter certified over the next 5 years. TeleTech designs, builds, implements and manages superior customer service across the customer life cycle with the goal of driving shareholder value. Customer-centricity is in their DNA. TeleTech’s 4 pillars are:

Customer Experience
PI/Business Intelligence
Ops Standards and Compliance
Workforce Management and Training

They have created better staffing models which enables them to handle more calls with less agents and faster processing times. Their process improvement group evaluated and prioritized process improvements, making it easier for customers and associates to find what the information they needed with improved help tools and FAQs in additional languages, which resulted in dramatic positive implications. Training was critical and they streamlined technical content for associate training. A 30/60/90 day review was developed, and they centralized on call center metrics and NPS as key factors for success. This resulted in a significantly reduced churn rate. Training curriculum was re-designed to minimize the anxiety of taking calls for the first time. More role playing was incorporated. An ARC (Agent Resource Center) was created, along with a newsletter featuring tips and a feedback center providing feedback on the feedback. Operational changes were adapted to cultures and needs while also addressing the individual differences of each country. Since all customers cannot be treated the same, they created a White Glove service for escalated or VIP customers. Empowering agents was key to success. Social Media was the next frontier. Online forums were started 6-7 years ago. A multi-level system to monitor and respond to posts was implemented. After 24 hours of community self responses an Agent will respond. Logitech Labs provide a safe environment to innovate. Agents are big Promoters of Logitech products. It is critical to align QA program with NPS methodology. What you measure your agents on is what you are going to get. Continuous improvement based on detractor analysis is key. Structured associate skill profile enables better success in each channel. There is a weekly calibration process for team members. It is important to educate front line employees on how to create Promoters on every interaction. All verbatims are read and all Detractor surveys are reviewed. They don’t recommend text analytics, which may dilute the value of customer comments. The end result of these efforts? Logitech’s NPS Score increased from 40 to 68. AHT (Average Handling Times) improved by 22%. FCR (First Call Right) improved by 6%. Be data driven. Don’t just collect data – act on it! Move the needle! Listen and empower your associates. Focus on things that matter to your customers – they are telling you what’s important to them!

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Logitech and TeleTech: Partnering Around NPS to Bring the Vision to Life