Problem/Issue:
In an emerging & fiercely competitive market scenario, one of India's largest Business group's launched its basic landline telephone services. The Management was clear that superior customer service was their key to give them competitive edge. Their brand also promised "Delight" to the customer. TMI & the company management felt that to achieve sustainable & consistent levels of Delight, apart from enhancing the skills of the Customer Interfacing staff, it would be necessary to sensitize the rest of the organisation to 'Customer Orientation'.
Solution:
The solution designed was two fold:
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To ensure that customers received the required levels of Service, TMI designed a competency enhancement program for the Customer Service department. This was:·
· To be cascaded in 3 phases·
· The first phase was to concentrate on development of behaviors which are service oriented
The 2nd & 3rd phase focus on development of customer oriented culture & attitude. More than 200 people have gone through this program. A specially designed program was cascaded to the supervisors of the staff, so that they could help manage & integrate the implementation of the program on a day to day basis. |
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For the rest of the organization, an Initiative was undertaken & 300+ people went through a 'Customer in Focus' training. Improvement projects were launched. The company itself took many initiatives- reward & recognition programs were launched, communication with employees was increased. |
Outcomes:
There is an increased level of Customer sensitization within the company & Customer Satisfaction levels have increased. TMI spent significant time in reviewing the initiative, the learnings and the improvement projects. Some of the concrete benefits are
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Quality of 'customer calls ' has increased. |
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Increased energy within the organisation. Improvement projects are underway & many new initiatives have started. |
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Reward & recognition programs were launched after the initiative. |
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One of the significant outcomes of the Customer sensitization initiative has been that employees are now sensitized to Internal customers & supplier specifications. The Organisation is now planning to define Service Level Agreements at an operational level. |
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