Everything Everywhere revamps its customer service to improve loyalty

In Loyalty & CRM, The Mobile Customer by emily2 Comments

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?

Comments

  1. Gary magenta

    Many years ago Marriott Hotels did a study on guest loyalty and found that a guest with a problem that is resolved to their satisfaction is more likely to be satisfied and return than a guest that had no need for problem resolution. What creates loyalty is not new news, what is new is how business is starting to respond. I believe that retail and hospitality’s the final frontier is customer intimacy. In yesteryear it could take years for the competition to duplicate innovation products or services. However, in today’s business world duplication is almost immediate.  The last real differentiator for businesses is how the customer experienced is delivered. It is very hard to duplicate a great customer experience because the people who deliver it are not commodities, they are human beings. Every organizations challenge in delivering a great guest experience is hiring the right talent, training them and most of all inspiring them in a common cause or purpose that connects their personal goals to that of the company and customer. Organizations who can do this and do it well are rewarded with the loyalty of their customers.

  2. Emily

    Hi Gary – great comments. I totally agree that hiring and training is essential. I interviewed a guy a few months ago who runs a very successful travel company. He said that he never hires on experience, but will hire because of a person’s passion. He says you can train people to do a job but you can’t install the right attitude.

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