Service Design Network UK Conference - James Samperi and Emma Watkins

www.service-design-conference.com/london# S D N U K 1 6 @ s d n _ u k @ S D N e t w o r k

Service Design NetworkUK Conference

3 0 J U N E 2 0 1 6 - L O N D O N

DEVELOPING A DISTINCTLY VIRGIN CUSTOMER SERVICE

THE PROOF IS IN YOUR PEOPLE

JAMES SAMPERI DIRECTOR, ENGINEEMMA WATKIN, SENIOR QUALITY MANAGER, VIRGIN MEDIA

Virgin Media 2015UK’s leading quad-band provider

5m customer relationships serving 12.5m homes in the UK

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Virgin Media 2015UK’s leading quad-band provider

Ambition to add 4m more in the next 3 years. Making 16.5m

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Why is this interesting for us (and hopefully you)

Design of people-led serviceCultural changeImplementationCommercial Impact

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SHIFT TO A CULTURE OF

SERVICE

A VISION FOR CHANGE

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Vision setting .iSee

Creating a mindset for great service.

iSenseEnabling our

Managers to lead high

performing teams.

iLead

Creating and embedding behavioral change frameworks to guide

iAct

Right people, right training,

right tools

iKnow

63% of positive feedback related to staff, only 8.3% for the products and services themselves

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CAN WE MAKE THE SERVICE A REASON TO STAY, BUY & RECOMMEND?

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CAN WE INCREASE

REVENUE AND PREVENT

COST?

CAN WE MAKE THE SERVICE A REASON TO STAY, BUY & RECOMMEND?

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CAN WE INCREASE

REVENUE AND PREVENT

COST?

AND CAN WE KEEP DOING IT?

VOICE OF OUR BRAND

service design

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How could we make customer happier everyday?...

•  Fix things first time around.

•  Give reasons to stay & create commercial gains.

•  Deliver Virgin Branded experience.

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There is no perfect, single interaction

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Service quality, Critical behaviours, Channel frameworks

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INTRO VIRGIN MEDIA INTRO Focus on

how we want customers to feel

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INTRO Focus on how we want our colleagues to behave

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Hanging out, Listening, Co-creating…

1 2 3

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INTRO VIRGIN MEDIA INTRO

Critical to quality

Critical to conversion

Distinctly Virgin

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“Be more curious”


“EffortlessEnthusiasm”

MAKING IT HAPPEN

service design plus – design-led change

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How can we make it happen?...

•  Implement appropriately

•  Embed the way of working

•  Spec the systems and processes

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CARE(2011)

GROWTH(2012)

ACCESS(2013)

RETAIL(2013)

REFRESH(ONGOING)

EVOLVE AND ADAPT

(2014-15)

‘ENGAGING’TRAINING

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‘EMPOWERING’ADOPTION

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INTRO VIRGIN MEDIA INTRO ‘I really found VOC a difficult KPI to achieve. I

felt I was doing the best job possible and still I was getting surveys through which customers weren't rating a 5 and couldn't work out why. I felt this was an unfair KPI that I couldn't control. But I was wrong!

I listened to my calls in Selfie sessions and using the VoB framework I was able to recognise how I could make my conversations more memorable’

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‘COACHING’ADOPTION

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INTRO

‘THE RESULTS’IMPACT

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INTRO VIRGIN MEDIA INTRO RESULTS

10,000

£1.25m

17% increase

30% increase

Successfully trained

Annual financial benefit from reduction in churn attributed to frontline actions and behaviour

Positive behaviours recognised by customers from 2010-14

In operational NPS (contributing to customers likelihood to recommend)

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INTRO VIRGIN MEDIA INTRO TAKEAWAY

Always evolving

Culture takes time

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Balance

Some photos courtesy of Louise Downe. Cheers Dude.