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Customer Contact Points

Presented By:Group 3: Kuntal Panja(106) S Kadhambari(158) Prachi Bansal(84) Pallavi Luthra(152) Nikhil Sharma(154)

Customer Contact Points or Touch Points


Customer contact points are those points of contact at which businesses interact directly with their customers.

This can include, for example, in-person communication, telephone conversations, interaction through the Internet, company-sponsored kiosks, and in-person customer support.

Types of Contact Points


In-Person Customers seek in-person assistance for their needs by visiting retail stores and other outlets, and also through discussion with company salespeople who visit customers at their place of business or in their home. Telephone Customers seeking to make purchases or have a problem solved may find it more convenient to do so through phone contact. In many companies a dedicated department called a call center handles all incoming customer inquiries. Internet The fastest growing contact point is through the Internet. The use of the Internet for purchasing (called electronic commerce) has exploded and is now the leading method for purchasing certain types of products including music. The Internet is also a key area where customers look for help with their purchases.

Contd
Kiosks A kiosk is a standalone, interactive computer, often equipped with a touch-screen, that offers customers several service options including product information, ability to make a purchase, and review of a customers account. Kiosks are now widely used for airline check-in, retail job applications, and banking. In-Person Product Support Some in-person assistance is not principally intended to assist with selling but is designed to offer support once a purchase is made. Such services are handled by delivery people and service/repair technicians. Financial Assistance Customer contact may also occur through company personnel who assist customers with financial issues. For instance, credit personnel help customers arrange the necessary funds to make a purchase while personnel in accounts receivable work with customers who are experiencing payment problems.

Why Customer Contact Points??


Most businesses generally know what their customer contact points are, but many dont seem to realize the importance of them! When you think about it, most businesses have a very limited number of opportunities to come into direct contact with their customers. In fact, many businesses spend millions of dollars (in the form of advertising) to fund a wide variety of ways that they can get their names and their products in front of their customers.

Contd.
What is amazing is how many businesses will pay big money on advertising, but then neglect (or mess up) the contact with their customers that they can get on the cheap, or even for free. Some people might think that the CEO is the most important person in the company theyre certainly paid the most, and get the most attention. But to a customer, the CEO is of limited value, at least where customer service is concerned. The people that customers correspond with the most are often some of the lowest paid people in the company! And it is with these people that the reputations, via the perceptions of customers like myself, of entire businesses are at stake.

Touch Point Analysis

Contd...
ROI-oriented management aims to augment and optimize the impact and cost-benefit ratio of internal and external processes. Today, a single communication channel seldom provides highimpact reach to all target persons. This includes customer relationship management, buying and selling channels, distribution, service, internal and external communication, human resource management, and process-optimisation programmes.

Contd
Transactions are made across multiple divisions and touch points that span the whole value chain of a company. For example, transactions may be made through classic advertising, intranet, or call centres, or through sales staff at the point of sale.

Precise measurements taken at all touchpoints, accompanied by a systematic management of them, leads to an impact-oriented performance improvement of the brand's management.

Why Touch Point Analysis???


The benefit of touchpoint analysis is that, while comprehending all relevant media and departments, it filters and measures all the relevant contact points from the target customers view. Touchpoint management allows companies to optimise all the interactions with the existing and potential customers, the internal communications and process management.

Moments of Truth
There are several critical times during a customers relationship where a decision is made by the customer to continue or discontinue interacting with a company. This may be the first bill, a customer service call, a retail experience, a Web siteany event that helps clarify the relationship with a particular brand, product, or service. We call these "moments of truth" and how a marketer interacts with the customers can significantly increase (or decrease) the long-term viability of that relationship. Identifying and anticipating those points of clarify is critical to maintain and grow a profitable customer relationship.

Telecom Sector
The ability of telecommunication operators to focus successfully on the customer has proven to be one of the most competitive issues toward the end of the 20th century. Almost all the major telecommunications companies around the world gather information about customer satisfaction and other related information about the quality of their services.

Customer satisfaction is seen as the overall performance of the telecommunications company stemming from adequate service provision, value for money, loyalty, and relationship management.
The antecedents of the performance of the organization are obtained from the contact points between the customers and the service points of the telecommunications company. It is the actual behavior at these contact-points that decides how the customer perceives the company and its services.

Products
SIM Cards

Issues
Excessive Customer Churn

Touch points
Customer Care

Value Added Services

Frequent Customer Move out of network

Bill Pick-up

Data Cards

MNP

Operator Walkin Points

Loyalty Merchandise & Packages

Low revenue generation

At Door Services

Customer Care Centers


First and direct Contact with the customer Employees working in first point of contact positions must have effective customer service skills and training in the art of providing excellent customer service They can:
make or break a sale generate customer loyalty encourage return business from satisfied customers.

Operator Walk in Points and Pick-up Agents


Operator Walk in Points are the customer touch points which help customers with queries and processes. Pick up agents form the prime point of contact for customers. EX; Vodafone Teleshop, Tata Satellite Shop Most of the complaints are addressed to the agents instead of the customer care service.

At Door Services
Payment pick up with instant receipt New connections assistance Technical assistances New product delivery and demos Auxiliary services: handsets, installations

Problems in Tata/Vodafone
Operator Walk-in personnel did not have enough motivation as the job was routine in nature. Pick up agents are managed by an external agency and their locus control is less as compared to the customer care executives Lack of technical training of the representatives Lack of communication skills of representative Lack of belongingness of the representatives because of outsourcing

Best Practices
Job Rotation was done in Operator-walk ins to ensure the executives work with different sectors(postpaid, prepaid etc) during different weeks and maximum of two continuous weeks on any function Best executive of the week-display and badge

Training to pick-up agents-Ready reference guide with version control for regular updates
Incentive linked performance is a buzz word Time to time training and team get together to increase belongingness

Vodafones Edge on the Market


Concentration more to corporate connections

CUG is USP of many GSM Telecom providers such as Vodafone


Global presence makes it a desirable product

Pioneer of Value added services in Indian market


Pioneer of Mobile Commerce in association with Citibank

Good network coverage and cheaper call rates


Happy to Help

Tatas USP
Trusted Indian- Global brand- associated with ethics

Plethora of products in offing


Customer centric approach

Transparency to resolution of customer grievances


Pioneer of pay per sec plans- starting a harakiri in Indian telecom sector Customer loyalty of CDMA sector Pioneer in High Speed Broadband, using the latest technology

Thanks!!!!!!!

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