Need to transform your customer service? Here are 3 take-aways from Miele and Bridgestone.

During our largely attended #bluecruxtalk ‘From Headset to Mindset’ on Wednesday 20 September, Christophe de Valroger from Bridgestone and Peter Tillon from Miele shared their experience from recent customer service transformations. We relay their messages in 3 take-aways.

  1. “Digitize ‘no hassle’ tasks to focus on premium activities”

“Digitalization is everywhere and it should be a key strategy for customer service departments as well. It allows your organization to save time and resources on ‘no hassle’ tasks and reallocate it to premium activities. Because those premium activities will differentiate your company’s customer experience from competition. So why not offer the possibility to your customer to place an order automatically online? It’s that kind of solutions he’s looking for!”

  1. “Consider outsourcing non-core activities if partners can do it better than you”

To outsource or not to outsource – and if you outsource: then what exactly? It’s a question a lot of customer service managers struggle with. Peter Tillon’s advice is clear: “Keep your core business and outsource other activities to people that are better at it than you. By doing this, the quality of service that Miele offers to its customers has improved. As an example, a simple service request can now be made every day from 8am to 10pm, and less than 10% of the cases are transferred to the Miele CS back office.”

  1. “Focus your efforts on the people who stay”

“Between 2015 and 2017, Bridgestone transformed its customer service in the Original Equipment business, moving from a country-based organization to one multilingual front office organization based in Germany and a central back office organization in Poland. During the transformation, priority was given to clear internal communication and business continuity. Today, we work with a centralized model that has been achieved with zero impact on customer satisfaction and a significant gain in efficiency. In addition, we have now build a platform to further develop added value services in the future. One key take-away? Don’t forget the people who stay. Make sure you keep them motivated, support them to find their way in the new environment and their new tasks.”

Judging from the many questions the participants asked, it was clear that the speakers had touched a chord. And you, where do you stand with your Customer service?

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