Phase 2: Compete on Service

In this phase, you focus on refining your channel strategy and making essential KPIs visible. The goal is to position your customer service as a differentiating factor in the market.

When Start with the Compete on Service Phase?

1. Your internal processes are streamlined:
   You’ve successfully centralized all customer channels into one platform, set clear SLAs, and implemented tagging and automation. Your team is now working efficiently and has a solid foundation to build on.

2. You have clear insights into customer inquiries:
   With tagging and data analysis in place, you can identify trends and patterns in customer questions. This allows you to focus on optimizing your service and addressing recurring issues proactively.

3. You’re ready to differentiate through service:
   Your team has the capacity to go beyond basic customer support and deliver exceptional service that sets you apart from competitors. You’re ready to refine your channel strategy, optimize KPIs, and focus on customer-centric performance.
    

What Does Compete on Service Mean?

It means not only meeting customer expectations but exceeding them. You focus on providing exceptional service that sets you apart from your competitors.

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Practical Steps:

1. Channel Strategy:
   Choose carefully which channels you offer and set specific SLAs per channel. Consider which channels your target audience uses most and which you want to prioritize. Ensure you have a platform that integrates all these channels into one place for ease of use by your employees. For example:

   • WhatsApp within 2 hours.

   • Email within 8 hours.

   • Phone with a maximum wait time of 10 minutes.

   • Respond to live chat within 30 seconds.
     Communicate this strategy clearly to your customers so they know what to expect and can choose a channel that suits their needs.

Want to know more about how to choose the perfect channel strategy for you? Check out this video:

2. Tagging and BAD Model:
   Use the BAD model (Bottable, Avoidable, Desirable) to optimize your tagging structure:

   • Bottable questions: Routine questions that can easily be handled by a chatbot.

   • Avoidable questions: Questions that can be prevented through better information provision.

   • Desirable questions: Complex questions that add value, such as complaints or upsell opportunities.
     See https://cmcom.atlassian.net/wiki/x/AQDIsQ for more information about the BAD model or watch the recorded webinar on https://www.cm.com/nl-nl/digital-navigator/webinars/msc/.
     

3. KPIs:
   Track essential KPIs via dashboards and reports to improve your performance. Examples include:

   • First Contact Resolution (FCR): How many questions are resolved immediately?

   • Contact Resolution Time (CRT): How quickly are questions resolved?

   • Customer Satisfaction (CSAT): How satisfied are your customers?

Your Tips and Tricks to Compete with Class

From refining your channel strategy to gaining insight into essential KPIs, the past few months have been all about helping you deliver more effective service. Ready for the next step in the Customer Service Focus Model? Let’s find out with this checklist:

1. Have you communicated your updated SLA times to customers via a clear contact page with multiple contact options?

2. Have you reviewed your tagging system and structured it based on the BAD model?

3. Have you already reduced the workload for your agents by setting up automated triggers?

4. Have you made conscious decisions about which channels your customer service offers? Look at customer questions, preferred channels, and set specific SLAs per channel.

5. Do you know which KPIs are essential and how to track them to deliver high-quality customer service?

6. Are you using the KPI Console in Mobile Service Cloud to view performance reports and gain insight into your shopper KPIs?

7. Have you explored the dashboards in the Analytics Portal and do you understand how they can help your team become more effective?

8. Are you already familiar with our other webinars and do you know where to find them? Spoiler alert: right here!

Step by step, you’re making your processes smarter and more efficient, so you and your team can achieve more. Haven’t checked off all the items above yet? Revisit our previous emails or get in touch if you’d like more support!

Why Is This Important?

By optimizing your channel strategy and KPIs, you can position your customer service as a differentiating factor. This not only increases customer satisfaction but also improves your team's efficiency.