ECONOMY

BUSINESS: 333 PRACTICES


TOPIC:

Initiative

Customer Experience: The customer experience at the heart

Customer Experience: The customer experience at the heart
SUBMITTED FROM:

WIND Hellas

WIND Hellas is one of the largest telecommunications companies in Greece. Within 23 years of operation, WIND Hellas is established as a pioneer in mobile telephony technology and has presented innovative products that changed the telecommunications environment.

 

Read more:  www.wind.gr


Contact

Objective Action

Improving the customer experience constitutes a point of differentiation, as well as a strategic priority of our company at all levels and in each individual activity. Starting from the basic pillar of Customer Service, the approach to the customer has been redesigned as part of the wider company culture change.

 

Target Audience

WIND Subscribers and WIND potential subscribers:

  • contact the Customer Service Department
  • visit the Sales Network
  • communicate with the company via social media
  • receive calls of pro-active nature from Wind
 

Duration

The journey of Improving the customer experience began in 2015, with specific targets and timetables. Achieving them raises the bar, takes us on more challenging tasks and makes this project a continuous process implemented consistently over time.


Description

Considering the Enhancement of the Customer Experience as a strategic task, the Management automatically turned it into an interdepartmental task. For this reason, the working group included representatives of the Departments of Customer Service / Human Resources / Marketing / Sales / IT / Education / Quality Assurance while, having a clear vision and aims, it managed to launch actions that brought remarkable results, both in quantitative and in qualitative indicators. 
 

Actions adopted:

  • interactive - experiential seminars, with the support of the Directorate of Human Resources, aiming at strengthening its role, granting new techniques and communication tools, changing the culture and mindset
  • brainstorming meetings with frontline colleagues, in order to map the basic subscriber dissatisfaction areas, as well as the service differentiation opportunities 
  • interdepartmental Customer Experience Meetings, on a weekly basis to monitor the progress of the projects or identify areas that need improvement 
  • increase of customers served On line, as a result of the simplification of procedures and the use of technological capabilities.
  • complete subscriber service by a representative without references to holders of combined mobile and fixed phone products
  • a common image in all contact points of the customer with the company (stores, inbound - outbound service groups) to ensure uniformity and consistency
  • ''help line'' 1230 to the customers of the stores offers the opportunity for real-time instant resolution of issues that shall require management on a next level
  • daily analysis of reasons for dissatisfied customers who have made a neutral or negative assessment of the services provided in the satisfaction survey and launch of corrective actions 
  • targeted proactive communication aims at informing customers about products and solutions that will maximize the value of their money.

more...

Impact on Society

The projects, plans and actions carried out by the interdepartmental group Customer Xperience, with the participation of all employees, have brought remarkable results in both quantitative and qualitative indicators. 

Results:
1. Response times and speed of service have improved. More than 80% of the customers are served by the call center, having been put on hold for less than 20’’
2. The Customer Satisfaction Index (CSAT)* is firmly fixed close to 80%, which shows that the change has been noticed by customers
3. The time of managing requests undertaken by supportive -off line groups has improved, with more than 80% of the cases being handled within the day
4. 16% reduction of the monthly average number of calls to the Customer Service Department by introducing the concept of integrated services in one call, the service without references to holders of combination products
5. The number of our customers who respond to our proactive telephone communications has increased, resulting in 15,000 customers accepting our proposals on a monthly basis and thus, demonstrating that we cover their needs and anticipate their desire
6. We have become more extroverted and participatory, adding emotion in our daily lives, and we increasingly managed to put ourselves in the customer’s place and desires and try to satisfy them

*CSAT: an automated customer satisfaction survey. A random sample of customers, served by the Customer Service Department, receive a call, after the communication, from IVR and are asked to evaluate the service received.



Initiative Location

The Customer Xperience Team is based in WIND's premises in Athens and Thessaloniki and the branch network extends throughout the country.


Working with Organization

The culture change that puts the customer at the heart requires investment in people, innovative ideas and approaches, new communication practices, education. Providers of aid in the project 

  • the ''Hay'', which helped in mapping out the educational needs, the strong regions, as well as areas for the development of all employees, with the development of the evaluation system Grow@Wind.
  • The ''Linkage'', which helped management teams pass on the vision and achieve the commitment of their team in order to succeed in the strategic goal, with targeted programmes of leadership, motivation, recognition and innovation.
  • the ''Response'', which trained the frontline people and offered a programme through which their role was redefined and the concept of “personalised” service was reinforced.

More...…

Workers Participation

All WIND employees participated.


Photos

Benefits for Οrganization

1. The improvement of quantitative and qualitative indicators has positively affected the company and its image. Great advances resulted in renaming the Customer Service Department into Customer Xperience Team.
2. The change of culture and the aim to improve the customer experience have been positively reflected on the annual Employees Opinion Survey, where the question related to the quality of service showed an improvement of 13pp compared to the previous year, with a participation that exceeded 88%.
3. The percentage of customers who end their cooperation with our network has decreased by 6.5 pp. 
4. We were awarded the Silver prize in the competition "HR Excellence Awards 2016" for the initiatives and innovations related to improving the customer experience in the Training and Development sector for the same Project “Customer Xperience Team”. 




Connection with Global Goals



No Connection with Global Goals found





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