awards case study
The right policy L
V= is an organisation that prides itself on providing excellent customer service. Its customer service representatives (CSRs) are all provided with an onboarding programme.
However once back in the work place CSRs still needed support.
In 2012 LV= used a traditional knowledge portal to provide further information
and, if CSRs couldn’t find what they needed, they would contact the technical assistance team who are equipped to deal with more complex queries. In theory this process should work well, in practice it didn’t. The system was designed to provide answers in real time but it proved difficult to use with a limited search function. The information on the site was written by the process team so the language was technical and difficult for front-line staff to relay to customers. As a result, CSRs often had to put customers on hold so they could ask colleagues for more information, or they had to tell customers that they did not know the answer. This resulted in customers getting frustrated, staff having to make unnecessary call-backs and customers receiving inconsistent information. Contacting the technical assistance team incurred additional delays for the customer and knowledge was only shared on a one-to-one basis. High levels of calls to the technical support line in 2012 highlighted that a new
approach to improving employees’ ongoing product knowledge on the job was desperately needed. LV= needed to help its people answer customer questions accurately and faster in order to provide a more professional service. Specifically LV= needed a new way to: n Help CSRs answer situational based customer queries n Reduce unnecessary transfers between departments n Reduce compliance breaches n Enable CSRs to identify customer query trends daily n Reduce queries to the technical assistance team
n Increase employee engagement
Resolving the problem To address the issues, LV= created Resolv=, a resource where it could train its people indirectly, collaboratively, outside the classroom and in real time. The way that people source information has fundamentally changed over the years. Today, they tend to turn to Google, YouTube or their peers for quick answers rather than plough through detailed instruction manuals. Resolv= was designed to enable staff to learn from answers given by each other and encourage
LV= won Gold in the Best use of social and collaborative technologies for learning at the E-Learning Awards 2014
An indirect, collaborative training resource has generated a shift in staff behaviour and enthusiasm from senior stakeholders
collective knowledge sharing in order to create a more empowered workforce. To kick start the programme, the internal communications
and operational teams held a two day workshop with various representatives from the business to identify what they felt they needed to perform their job even better. Ideas were
discussed and refined and Resolv= was born. Resolv= uses a question and answer interface similar to Google and Yahoo, where CSRs can ask questions and see a list of suggested answers from their peers.
Minimising risk, maximising engagement Initially, the LV= underwriting department was apprehensive about allowing people to share answers in case they gave each other incorrect information. However, this was happening anyway, as employees were talking to each other in between calls. To address this Resolv= Pros (subject matter experts (SMEs) from within the business) are active in monitoring and contributing content. Using Resolv=, LV= can now reduce the amount of incorrect information given to customers, because it can now see when employees are posting the wrong information and correct it accordingly.
Resolv= works for a number of reasons:
n Easy to use in-site search functionality The search functionality is fast and effective making it quick and easy for CSRs to access a wide variety of information. Importantly it recognises commonly used customer language not just technical terminology.
n The ability to ask a question When CSRs can’t easily find an answer, the ‘ask a question’ tab allows them to solicit answers from their peers. Importantly a notification is also sent to the technical assistance team and to SMEs. n Inspires confidence through daily monitoring While it was important that Resolv= was not too rigid, all information it contained needed to be correct. All staff can ask questions and contribute but the daily monitoring by Resolv= Pros inspires confidence by marking correct answers as ‘Official’.
n Kick starting the process To ensure engagement from the
outset, Resolv= Pros pre-populated the
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e.learning age june 2015
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