Ford rd of Europ rope e - Live ve Chat
Ford of Europe – Live Chat • Backgr ckgroun und • Approac proach • Lesson ssons lear arnt • Next xt step eps 2 20/03/2015 FoE CRC's - Live Chat Overview
BREAKTHROUGH Background - Digital Breakthrough TODAY Digital must be fully integrated with aligned CRM operating requirements 3 20/03/2015 FoE CRC's - Live Chat Overview
Interact and Engage: Customer Care Channels Traditional channels: New/ Non-traditional channels: Telephone, Letters, eMails – volume of FB, Twitter, Live Chat – volume of customer interactions are not customer interactions are increasing declining 4 20/03/2015 FoE CRC's - Live Chat Overview
Approach 5 20/03/2015 FoE CRC's - Live Chat Overview
Initial Approach – Pilots & Mustang UCL Final FoB FRA DEU ESP 6 20/03/2015 FoE CRC's - Live Chat Overview
2014 Highlights - YTD FRA DEU ESP FoB LAUNCHED DEC LAUNCHED SEPT LAUNCHED MAY LAUNCHED MAY 2014 2013 2014 2014 Universe: 4x major markets Reactive Chat Average Delivery: 180x chats per day 7 20/03/2015 FoE CRC's - Live Chat Overview
2014 Highlights - Customer Opinion DEU FRA ESP FoB 8 20/03/2015 FoE CRC's - Live Chat Overview
2014 Highlights – Developing the service * FoB DEC 2014 Important questions: Do we miss opportunities to engage? How long are our customers waiting before we chat? For how long are we interacting with our customers? 9 20/03/2015 FoE CRC's - Live Chat Overview
2014 Highlights – Developing the service *FoB DEC 2014 * DEU FEB 2015 10 20/03/2015 FoE CRC's - Live Chat Overview
2014 Live Chat - Lessons learnt 11 20/03/2015 FoE CRC's - Live Chat Overview
2014 Live Chat - Lessons learnt Pilots very useful – to test and build best practice Match the channel availability to the available resource Advisors are available = Button is displayed Advisors are all busy = Button not on display 12 20/03/2015 FoE CRC's - Live Chat Overview
2014 Live Chat - Lessons learnt Requesting too much customer information upfront is a barrier to customer experience and engagement Title, Name, eMail address – there is a fundamental need to make the experience easy on the customer – you want them to engage with the Live Chat team. Keep it simple! Establish rapport. Build from there. 13 20/03/2015 FoE CRC's - Live Chat Overview
2014 Live Chat - Lessons learnt Leave a message functionality is not conducive to the inherent promise of a Live Chat Channel Customers don’t want to wait! They click on the button and they believe, expect and want their question answered right there and then! 14 20/03/2015 FoE CRC's - Live Chat Overview
2014 Live Chat - Lessons learnt Capacity Utilisation is the key, and an often complex program component – matching resources to your web traffic. Ensuring that the advisors are there when the customers are! It is of little use having advisors available when your customers are not there, or having no advisors to handle chats when the customers want to! *We have developed our own model. 15 20/03/2015 FoE CRC's - Live Chat Overview
2014 Live Chat - Lessons learnt Training is paramount – if additional pages are added to the channel, the advisors must be trained in advance! The expectation is that the advisors are more knowledgeable and have more insight than that provided online. 16 20/03/2015 FoE CRC's - Live Chat Overview
Next steps 17 20/03/2015 FoE CRC's - Live Chat Overview
2015 – The Challenge Do more! re! Do it even n better! tter! Take ke it to the e next t level! vel! 18 20/03/2015 FoE CRC's - Live Chat Overview
Next steps - Live Chat Release 5.0 Thank you 19 20/03/2015 FoE CRC's - Live Chat Overview
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