Optimising customer engagement through tapping into employee insight to deliver a sustainable world class customer experienceRAC Sales & Service Director Jonathan George

BackgroundRAC overviewRAC Contact Centre

BristolBirminghamManchester

Sensée

Home Workers

More than eight million membersServicing both private and business motoristsHandle over 80,000 calls a weekWe've been championing motorists for 120 years92% of RAC members would recommend us

RAC Key Facts

BackgroundContact Centre overview2017 development opportunities identified

High level of changeHigher absence than planLow engagementHigh attrition than expected

BackgroundIntroduction

CultureWorking collaboratively

MarketingHR IT Compliance CEO

High Collaboration

Contact Centre

Engagement strategyThe engagement loop

Inform

Review

EngageImplement

Inform and EngageEngagement Channels

Colleague Focus Group

Customer and Employee Surveys

Quarterly Town Halls

Engagement Tools

Exit Interviews

Inform and EngageColleague Town Halls

Business updates Celebrating success Feedback Priorities

Inform and EngageEngagement tools

Feedback Inform

ReviewRetain

ChatterboxFeedback from members taken from colleagues via an online form.

Daily BulletinColleagues informed of changes by a daily bulletin update communicated directly to their desktop.

Ask, ASKAll important information is retained online in a simple to use knowledge database.

Clever NellyColleagues tested via a fun and interactive online quiz.

Review and ImplementChatterbox feedback

08:30

Member informs colleague of mailing error and colleagues immediately raise it on Chatterbox.

Investigation begins and meeting held with CFG to discuss options and preferred outcome for colleagues and Members

Fulfilment house informed and error fixed. Communication agreed and update provided for colleagues.

10:00 14:00 Day +3

New fulfilment starts landing with error resolved. Colleagues are informed and can update Members quickly and efficiently.

Review and ImplementColleague Focus Group feedback

Day 1

Colleagues identify knowledge gap which is having a big impact on colleagues and Members. Group agree on how to best resolve the gap and nominate owner.

Owner begins to organise plan and provides an update to Colleague Focus Group on solution. Group share good news with the department colleagues.

Plan shared with colleagues via official communication channel and final plans put in place.

Day 3 Day 4 Day 7

Knowledge gap plugged which benefits both colleague and members. Ongoing support provided and knowledge regularly reviewed

Inform and EngageCustomer and Employee Surveys

Emp

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Inform and EngageMember NPS1. How satisfied are you that the person you spoke to was knowledgeable? – Asked for all colleagues2. How satisfied are you that the advisor was friendly and helpful? Asked for all colleagues3. How satisfied are you that the person you spoke to made you feel like a valued customer? – Asked for renewals /

New business4. How satisfied are you that the person you spoke to recognized your time as a RAC member and made you think of

coming back next time? Asked for retention5. And how satisfied are you that the person you spoke to handled your query? Asked for customer service colleagues

Year to date results:

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Inform and EngageEmployee NPS1. On a scale of one to ten (ten being highly likely), how likely is it you would recommend this company as a place to

work?2. On a scale of one to ten (ten being highly likely), how likely would you be to recommend this company’s products or

services to a friend or colleague?3. I have received a coaching session or 121 with my manager in the past month?4. Please provide additional information (optional)?

16 through to 17 results:

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The FutureMember Engagement Optimisation

Member Employee

Synergy

Improved Member Retention

and Improved Net Promoter

Scoreand

Improved Customer Experience

The FutureOptimising Member Web Engagement

Visitors on site at any given point in time

Contacts from online visitors• Static contact channel visibility

Contacts from online visitors• Personalised contact channel visibility

The FutureOptimising Member Contact Centre Engagement

Feedback

Questions?