Our client partner, a global premium brand, wanted Percepta to help them replicate best practice and high customer satisfaction scores delivered in the UK to support this rapidly growing market.
To do this we agreed to provide three key services:
- Customer Relations – enquiries, case management & concern resolution
- Customer satisfaction survey and insight
- Welcome to brand - a personal welcome for new customers
This presented a number of challenges in terms of cultural barriers, language barriers, distance and time. The implementation process involved working closely with the client to gain an understanding of service level expectations, the recruitment of a new workforce and post project support. The project was delivered on time and within budget.
The client had witnessed the positive results Percepta had achieved in helping them obtain their best ever customer satisfaction scores. Creating brand advocates had resulted in higher sales, and they wanted Percepta to replicate this success in China.
In order to achieve this, the decision was made to change from outsourcing to in-sourcing so more control could be kept within the client network. There were a number of challenges facing the client in wanting to replicate their current success in China:
- The client needed brand dedicated advisors who could provide clients with the optimal experience
- Rapid growth for the client had resulted in a need to quickly expand the workforce. A high number of new staff meant that not everyone had the required experience or skill set.
Having delivered similar successful operations for the client in Europe for over eight years, it was a natural progression for Percepta to help them deliver this strategy in China. However, launching into a new continent and completely new market presented a number of challenges for Percepta to overcome:
- Cultural differences
- Building new relationships
- Legal & government requirements
How We Did It
It was decided that Percepta would implement 3 key services for the client partner in China:
- CRC – enquiries, case management & concern resolution
- Customer satisfaction measurement & insight
- Welcome to brand
Stage 1 of the process involved working closely with the client in order to fully understand their needs and requirements. Similarly, Percepta had to communicate to the client what was required on their part in order to ensure this project was successful, for example, reaching an agreement on what would be the most suitable office layout.
Percepta went on to recruit a new workforce. Three key roles were filled first – HR, Operations Manager and L&D Manager, before Team Leaders and Customer Care Representatives were recruited.
Helping the Operations Manager and Learning & Development Consultant understand best practice, they came to the UK to gain a deeper insight into the Percepta way of thinking, with the new HR manager visiting Australia to understand operations there.
The implementation process of the new services was smooth. A fully UAT’d system meant that the CRM system worked effectively from day 1. The project was launched on time and within budget with a full team of specialists.
Full post project launch support was provided by the Operations Implementation Manager, who stayed on for two months after the launch of the project, ensuring all operational processes were in place. Any outstanding risks/problems were dealt with and systems were put in place for key processes such as performance management and quality assurance.
Post project evaluation has highlighted a number of excellent results, with all service level agreements being met. The client has achieved the highest ever satisfaction scores and even achieved the highest score across all global markets. Prior to the project, 80% of calls were queries with only 20% follow up, but this is now a 60/40 split as we have trained advisors to see a query though to closure.
Welcome to brand calls have provided the client with more detailed data resulting in enhanced reporting. This has allowed a more refined and tailored service to be offered to customers, heightening their overall experience.