Skip to main content
Change & Transformation in customer service

Change & transformation in customer service


Change & transformation in customer service

We catch up with Martin Hill-Wilson, Customer Service and Customer Experience Strategist at the last Customer Contact Expo who touches on some key topics, such as churn management, customer experience and customer hubs.

Churn Management

Martin starts by suggesting that in order to uplift the accuracy of churn propensity models, organisations need to start mixing interaction archives with transaction data. Doing so could bring increase accuracy by around 30%. 

Why is this important? The power of predictive analytics, which are usually based on transactional details and demographics, can help improve an organisation’s understanding of their customers’ behaviour and consequently reduce customer attrition and increase retention. Moreover, through the use of data, organisations can utilise profiles of past customers who have left, and start building profiles to assess customer churn risk factors. 

Customer Experience

Another interesting topic covered by Martin during CCExpo was the relationship between customer experience and compliance in the contact centre. With the automation of compliance becoming mandatory in all contact centres, focus has been shifted towards quality monitoring. Organisations are now able to make customer experience a serious organisational aim for continued success. Customer experience has become a core strategy for protecting and developing brand loyalty with organisations finally engaging in real discussions instead of a right or wrong tick debate.

Customer Hub

Customer hubs are bringing it all together! There are many interesting ideas floating around the customer service space; omni-channel, digital, customer experience, multi-channel and low customer effort just to name a few. The difficulty lies in making these concepts work in organisations that are not easily adaptable. Though the concepts might be simple to grasp, implementation can be particularly complicated.  

This is where customer hubs come in to play. Customer hubs align existing investments by encouraging them to function together rather than separately, as so often happens. The implementation of Customer hubs within an organisation, allows people to subscribe to concepts and determine areas that can be implemented in their organisation; with customer experience and engagement sitting at the core of the hub.

For more information on topics discussed, check out Martin’s blog at http://www.brainfoodextra.com/