Everything Everywhere revamps its customer service to improve loyalty

In Loyalty & CRM, The Mobile Customer by emily

It claims to be the UK's largest communications company with 27 million customers, so what can mobile specialists Everything Everywhere's new approach to customer service teach other businesses?

everything everywhere

Well, the answer seems to be that if you can train your staff to resolve customer complaints on the first point of contact, they will not only stay loyal, they are more likely to tell others how good you are too.

Everything Everywhere runs the Orange and T-Mobile phone systems. It has announced it will invest £50 million in contact centres, high street stores and customer facing staff this year. It will train up 12,000 employees through a Development Academy. The training will include lessons on how to create loyalty and engage customers.

What this means is that the customer-facing staff will become experts in all the company's mobile devices, technology and customer accounts. The aim is for there to be less need to transfer customers between departments, which it says has been the traditional way of approaching customer service in the sector.

The company has already undertaken trials of the new customer service system. The results were that more people had their problem resolved on first point of contact. There was also a ‘double digit' increase in the company's Net Promoter Scores.

Jackie O'Leary, Chief Customer Officer at Everything Everywhere, said: "It is our goal to create the best customer experience in the UK so that customers can trust us with their digital lives. This new service approach responds directly to how our customers are now using their devices, the service they expect and how our people look after them. Being the first in the industry to champion something new is exciting and we are extremely pleased by the amazing feedback we are receiving from our customers, our people and the handset manufacturers and operating systems we represent."

This is certainly a substantial investment in customer service. It appears there is one fundamental trait that most customers want from a company's after-sale service – to resolve their problem on first point of contact. But how good do you think business is at doing this? Should businesses follow Everything Everywhere's example and put a sustained investment and focus on first contact problem resolution?