||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||| |||||||||||||||||||||||||||||||||| Consumer Credit
There are cases where some companies want to always bring the agent in more at the fi rst phase of implementation because they want the reassurance that the conversational self-service capabilities that they are using, are actually doing what they want to do and are giving a great customer experience. A good maxim here can be to resist the
temptation to jump in at the deep end and think you can swim, start at the shallow end and swim down towards the deep end. You are going to have a much higher comfort level doing it that way.
Getting talking to those who are already doing it By engaging with your technology partner, you can get talking with other customers to fi nd out what metrics they have used. You should demand that you have reference calls with their customer base who have done this before, as this does not have to be in a competitive scenario. These conversations will give incredible insights into how these companies managed and measured successful customer engagement campaigns.
Getting the balance right With a lot of technology, it is not going to be a 100% fi t to your business every time. It may be 95%, it may only be 90% fi t. And that extra 5% and 10% come from the knowledge that you have about your specifi c business. When you blend that knowledge in to the right type of technology, then you absolutely are optimising both the technology and your business requirements, your business culture, your customer requirements, and sort of the socioeconomic profi les of your customers and all these other things that you have to take into account. So it is really important that you take an iterative approach, building up to something over a period of time. Again: do not try to automate everything straight away.
In Focus
Helping the transitional customers How is the business going to communicate with customers that digital engagement is now part of their off ering? How will it be advertised? All these types of things are really important to ensure that actually when you go live with the fi rst digital messaging campaign that it lands correctly, it gains the right level of traction and actually the right level of customer comfort. We all have seen so many adverts about
fi shing and scamming, and the pandemic has breathed life back into scammers. So there is a need to get the message out to say that this is real, and this is something that customers can trust.
Learning as you go is the key to success It can be useful to do small pilots, small engagement tests. These tests are going to give a better understanding of what customers like, respond to, and how they react. These early campaigns are amazing learning opportunity to get to know your customers better, improve campaigns, and get some valuable insights. We have seen many times where a business starts with the best intentions, but even from day one there are improvements to be made. There are things that you will learn even
It can be useful to do small pilots, small engagement tests. These tests are going to give a better understanding of what customers like, respond to and how the react
May 2022
from the words that you use in any message going out to a customer. Sometimes it is the smallest things that will identify important patterns of behaviour. That ability to modify quickly and often should it be required at no cost. That really should be the basis of any implementation in the fi rst quarter, simply because you are
www.CCRMagazine.com
going to have a lot of diff erent stuff coming at you. Your customers are not going to react in exactly the way that you had designed, so you will need to be fl exible, nimble, and speedy to make changes. That is something that you have to build into your requirements with regards to choosing the right type of right technology partner. This constantly improving process is how
you will maximise your digital off ering and move it from maybe dealing with 5% of your customers to 10% to 20% to 30% to 40%. The critical thing is making it easy for
customers to engage with the business. You make it a good experience and they will come back every time. Think of the supermarket example: you go
back time and again because the product is right, the service is right, and it is easy to get there. This is exactly the same thing for this type of digital engagement. If you can deliver a service over digital and
enable customers to do what they want to do, then you are onto a winner.
Conclusion It is important to get the balance right between what collections business and teams do today and how you introduce will digital. Some companies move too quickly and so treat all customers with the same. A one-size fi ts all approach, as with anything, is not going to deliver the outcomes that the business wants. So, how do you go digital in a manner that works for the business and customers? With clever deployment, that starts slowly gradually gains momentum. CCR
17
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52
