Training staff to deliver distinct and branded customer service
Sky

Training staff to deliver distinct and branded customer service

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Challenges and opportunities

Sky provide television, phone and broadband services to millions of homes. They wanted to take every opportunity to differentiate their customer services and to increase customer satisfaction, particularly in their interactions with customers through their call centres.

Sky asked Engine to help raise customer satisfaction levels around contact with its call centres through translating Sky’s brand principles into effective company-wide initiatives and working with staff to help them deliver great customer-facing behaviour.

Engine delivered a range of practical tools and systems for call centre staff, including call handling guidelines designed to adapt to the customer and their needs. We created tailored training videos and materials, coaching and incentive systems, and designed and supported a pilot involving hundreds of call handlers. The pilot was a great success with customer satisfaction up 50% against the control group, and the training and customer service behaviours feeding into Sky’s larger strategy to deliver great customer service

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What we did

Engine began the process by involving key stakeholders, call handlers, managers, and customers from across Sky. Together, we listened to customer calls to share their experiences firsthand, and researched with customers and frontline staff to understand the needs and mindsets on both sides.

Engine visited call centres, ran workshops and collated all our findings to review the main priorities. From these priorities, we created customer segmentations to illustrate the different needs and emotions of customers phoning into the call centre. We developed a ‘tone model’ to help staff respond appropriately to different customers and their frame of mind, and to provide the best possible experience. The tone model was based on the principle that customers - who often begin call centre calls with negative expectations - need to be looked after on an emotional level as well as a functional one, and how staff can offer a range of positive solutions throughout a conversation.

We developed the model into a framework which represented the range of customer mindsets and created appropriate responses to each scenario, which were embedded in Sky’s brand principles. We also developed tips and examples for each interaction, to help Sky staff achieve the best results through distinct interactions and increased customer satisfaction.

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Impact

Engine translated the model and response framework into practical tools and systems for Sky’s call centre staff. We created a new set of call handling guidelines, which were designed to adapt to the customer and their needs on each call.

We developed the guidelines into a range of supporting training videos and materials, coaching and incentive systems, to support teams to deliver the ideal customer experience and to embed this significant culture change.

Engine then designed and supported a pilot of the new system, involving hundreds of call handlers. The pilot was a great success, increasing customer satisfaction by 50% against the control group. We delivered a practical and effective programme to helped Sky differentiate itself through great customer experiences in call centres and were involved in helping Sky roll out the programme to call handlers across the company, with pilots of the initiative in two further areas of the business.

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