Awards 2014 Consumer Care Chile
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Transcript of Awards 2014 Consumer Care Chile
In 2014, Electrolux introduced high price white line products in Chile, aiming for a market segment in which it was not present. The main challenge was to establish how the service would contribute to the brand positioning in the new segment, in order to capture the opportunity to expand the business coverage. Based on the previous experience of the Consumer Care Team in Chile, a benchmarking of service in the industry and studies about after sales clients expectations, it was decided to create the PRIME SERVICE FOR ELECTROLUX, in response to that marketing challenge.
The PRIME SERVICE FOR ELECTROLUX exceeds the Consumers expectations in three key dimensions for them:
Optimization of their time. Ethics and image of service. Effectiveness in the delivery of solutions.
It respects the consumers time, thanks to an easy access phone platform (Center of Consumers Experience, CEC), home visits agreed with customers in convenient schedules for them..
PRIME SERVICE FOR ELECTROLUX surprises the customers with a phone service capable to adapt to each customer type and situation. Similarly at home, they are visited by people that transmit security, with proper use of the language, good appearance, identified with the proper credentials, who introduce themselves in a courteous manner, employ an understandable vocabulary and use a well maintained corporate outfit.
This service, additionally, responds to the highest expectations of effectiveness, resolving consumer request on the first visit to the home of the technicians that are trained to the highest level and that have remote administrative support, stock of materials and proper tools.
PRIME SERVICE FOR ELECTROLUX IS ALIGNED WITH THE GLOBAL CONSUMER CARE STRATEGY
PRIME SERVICE FOR ELECTROLUX CHILE AND THE QUICK WINSProduct registration. The consumer information is taken through CEC and, if necessary, it is completed or extended during the visit of the technician to the consumer home.Service Call Advoidance. A complete decision tree is followed by the trained agents to troubleshoot the issue and solve remotely when possible.Fraud Control Audit and control protocols are in place, preventing bad practices (invoicing control and service orders are managed directly from Electrolux; on-line tracking of the repair process; spare parts and replacements control; follow-up call to ask directly to the consumer how the service was performed).Webshop y Contact Center Selling. Progress is being made in the implementation of these platforms. Still, the main sales strategy is face to face, where the technician puts in practice the business skills, carefully developed through an intense ad hoc training, including communication and trade learning.
NPS methodology has been used to measure the consumer satisfaction after the Prime Service experience, during the follow-up call performed with all consumers. During its first six months operating in Chile, the PRIME SERVICE FOR ELECTROLUX got a NPS equal to or higher than 85%.
NPS improvement 2014 NPSAPR
Because it accompanies the consumer, before, during, and after the purchase.
Recommendation of friends, known people or consumer relatives.
Attractive sales points, include information about the Prime Service.
Promoters and sellers are trained by Electrolux Chile,.
Ease of contact with CEC.
Home visits in the best schedule.
Friendly and polite treatment.
Adequate personal appearance.
Corporate outfit & cars.
Old products removal. (Golden Years).
PROPOSE TO ME
Technician carries a suitcase with AMB (Aftermarket Business) products.
Offer and sample of accessories and consumables in situ.
Cleaning of the work space using the same products included in the AMB offering, as a real life demonstration of the benefits.
Visit to home in a consumer preferred time.
Diagnosis and or detection of the failure at home.
Empowerment of the technician to replace the appliance.
Repairing in the first visit.
Permanent stock of spare parts.
PRIOR TO PURCHASE DURING THE PURCHASE
GLOBAL CONSUMER CARE STRATEGY
AFTER THE PURCHASE
KEY DELIVERABLES: A MODEL OF SERVICE IN EXPANSION; PEOPLE; PROCESSES; SYSTEMS.
Modern consumers are more demanding, informed, connected, netizens, cosmopolitan, vigilant and protected; with that in mind, the PRIME SERVICE FOR ELECTROLUX developed a service model which is unique in Chile, and it has the following elements:
A NEW TYPE OF CONTACT. High standard own Contact Center.A NEW TYPE OF TECHNICIAN. Factory Technicians Team, with high skills, certified under official standards of the country and trained to deliver an excellent human relationship during the service.
A NEW TYPE OF SERVICE AT HOME. It lasts an average of one hour, welcoming the first impressions of the client, satisfying the installation requests in all its forms, cleaning the work place using equipment or accessories designed for the brand. A usage tutorial is performed, giving an onboarding kit with all the line of Electrolux products.
A NEW SERVICE IMAGE. The technicians travel in corporate vehicles which are in optimum conditions. They wear work clothes in excellent state, they carry a modern design work suitcase and they have all suitable tools.
NEW TECHNOLOGIES AT THE SERVICE OF THE CLIENT. Incorporation and use of TIC (Technology of Information and Communication) for consumer registration by means of the SPV system (Order registration and tracking system). Using exclusive communication lines for the consumer by means of phone and electronic platforms. Culture change in the payment methods (debit or credit cards).
Using tablets and smart phones for register and tracking.
Systematization and definitive expansion
Continuous registration with specialized support on field and opening of the model in other regions of the country.
Operating and diffusion
Application of the model to the fullest and production increase.
Pilot experience incorporation to the improvement of the model.
Expansion, preparing the field
APRIL TO JUNE
Search for technicians in regions for Prime Service. Internship of technicians in the central office (Consumer Care Chile).
Prime Service Production (pilot)
ial run of the service to detect gaps and to refine the model.
Preparation of team
Training by the engineering area and consultants, experts in effective communication with clients.
Identification of the best technicians available in the network, according to profile and skills.
Enabling contact channels
Center of customers experience, CEC.
Service offering to consumers of high value appliances.
Benchmark of services
Comparison of the after sales service offering from competition brands and other industries.
Studies about customer expectations
Survey of satisfaction and expectations of after sales customers.
PRIME SERVICE ORDER OPERATION COST - MARGINAL ANALYSISThe considered costs are the aditionals (Marginal ) to the normal operation of the Service Order
OS monthly Production, Santiago OS monthly Production, Regions
Higher Responsibility Night Shift
CALL CENTERUS$ 2000
Welcome Boxes Installation Materials /
MONTHLY OPERATING Detail
OS MARGINAL SANTIAGO UNIT VALUEOS MARGINAL REGIONS UNIT
TrainingTechnical Coordinator PsychologistVehicles Image Tools KitWork Outfit ITTablets
Fuel MaitenanceVehicles WashingOthers
Income generated in customer home visits: sales of accessories, consumables, installation services and installations normalization services.
When any country of the region decides entering for the first time in the segment of the consumers of high value white line products, the model can be easily replicated, with the following considerations:
To systematize the service expectations of this consumers segment in the country, analyzing historical data bases, conducting surveys of expectations and benchmarking of service.
To develop a service model adapted to each country conditions, defining the headcount needs and establishing the skills required for the different roles.
To detect and recruit the best technicians from the service network of the company, which must be trained in a) the prime products, b) the prime consumer, c) service and sales strategies in the prime segment.
It must have a Contact Center exclusive for prime consumers, served by high level male and female agents, and through a phone number different from the massive one.
The project leaders team must be completely involved in the different processes, so that the technicians are provided with monitoring and constant support in their work.
* It has been achieved an income average of US$ 6,5 per visit.
MARKET SHARE EVOLUTIONElectrolux cookers Chile (November 2013- August 2014)