bol.com wants to give their customers the best possible service. The Service Experts (agents) of customer support are crucial for this, however, there is a high turnover of these specialists and as a result the quality of customer service is under pressure.
As Lead Technique of the Customer Service Innovation team I was asked to design a vision for the Service Experts of the future.
The sessions I organized focused on the question:
How do we keep the work of Service Experts interesting?
To answer this question, I started developing personas with all parties involved. These were not the standard personas based on who someone ‘is’ but rather focused on what someone wants.
Using these personas, we started looking at what the working day of these types will look like in 10 years’ time and what this will mean for the facilities. We incorporated the results in concrete OKRs (Objective & KeyResults) and guided innovations within Customer Service.
I provided a webinar on this topic for FrankWatching:
Article based on the above presentation.
Role & Activities
- Ensuring support, time, and money to develop vision;
- Actively guiding co-creation to create personas and vision;
- Engaging and inspiring all relevant internal and external parties. From Service Experts to engineers, to employment agency CEOs;
- Transforming vision into concrete OKRs (Objective & KeyResults) through co-creation;
- Converting personas, vision, and opportunities into a clear story shown to stakeholders and colleagues (through video).
Challenges
- How can we make Service Experts available (take them off line) to collaborate on developing vision?
- How can we get external parties to work together (they are often competitors) on this vision?
- How do we involve our own IT teams in the development of this vision in a motivating way?
- How do we prevent it being a vague story on paper?
- How do we make the the future story small and practical for the short term?
- How do we make sure that the vision stays alive after development?
Results
- Life-size dummies (personas) standing in the workplace;
- Beautiful video of our vision, available during onboarding;
- OKRs (Objective & KeyResults) with concrete short-term goals;
- Lower turnover of Service Experts (through initiatives following vision).
