Pinpointing the issue
Drawing on our experience of working with Virgin to create positive and satisfying customer journeys while redesigning a number of their other significant touch-points, we deployed a number of customer research tools, focusing on customer interactions and operational processes.
We swiftly ascertained that to add the human touch back to their call centre interactions, Virgin would need to simplify their 41 point phone call checklist. Constrained by the number of items on this mandatory checklist, staff were unable to use their initiative or use their own interpersonal skills to build a positive relationship with the customer. We also found that quality scorecards did not reward problem resolution, but instead focused on other criteria that could detract from the ideal customer experience, such as needing repeated onerous levels of verification when calls were transferred.