Zen­desk’s cus­tomer care so­lu­tions boost the rapid ex­pan­sion of Cir­cles.life

Singapore Business Review - - EVENT COVERAGE: BUSINESS CASE STUDIES AWARDS 2018 -

With Sin­ga­pore’s fourth telco’s ag­gres­sive ex­pan­sion plans, Cir­cles.life needed all the help it could get in keep­ing up with bur­geon­ing de­mand and ex­pec­ta­tions of its cus­tomers. cir­cles. life’s clients are heavy users of Zen­desk chat with 65% of the ques­tions com­ing in through live chat.

Part of Cir­cles.life’s vi­sion of giv­ing power back to the cus­tomer was to al­low them to choose what chan­nel is most con­ve­nient and best fits their needs. This is where Zen­desk’s cus­tomer ser­vice soft­ware so­lu­tions came in. Zen­desk’s om­nichan­nel strat­egy, in­clud­ing Zen­desk Sup­port, Guide, Chat, Mes­sage, and An­swer Bot, sup­ports agents across chan­nels and prod­ucts in­stead of re­quir­ing them to spe­cialise in a par­tic­u­lar chan­nel.

On­board­ing Cir­cles.life’s Zen­desk agents, who are based in Sin­ga­pore and the Philip­pines, takes only two weeks — one week for learn­ing about Cir­cle.life’s own prod­ucts, and an­other on Zen­desk’s. Cir­cles.life mar­ket­ing man­ager, Me­gan Yulga, said Zen­desk’s fast on­board­ing time meant the telco could launch in new mar­kets very quickly. “Ev­ery­thing we have is dig­i­tal, from our cus­tomer touch points to our on­board­ing, and the way we en­gage with our cus­tomers and al­low them to man­age their sub­scrip­tions through our mo­bile app,” she said. “With Zen­desk, we can set up in a mat­ter of weeks and months, ver­sus years.” Cir­cles.life head of Cus­tomer Ser­vice, John Epok

Pas­cual, rec­om­mended Zen­desk and has been us­ing Zen­desk for cus­tomer sup­port from day one. “Zen­desk is easy to use be­cause it’s been de­signed for the agent,” Pas­cual said.

“That’s one of the great parts about Zen­desk—it’s sim­ple, not only to use, but also to con­fig­ure. Mak­ing changes is straight­for­ward, which al­lows us to de­rive the most value from it,” he added.

Pro­vid­ing a great dig­i­tal ex­pe­ri­ence

Ben­e­fits of the Zen­desk om­nichan­nel sup­port so­lu­tion in­clude sav­ing costs and gain­ing the abil­ity to keep cus­tomer data con­sol­i­dated and read­ily avail­able to agents. The ef­fi­ciency of be­ing recog­nised at each con­tact also does not go un­no­ticed by cus­tomers. “We want to pro­vide a great dig­i­tal ex­pe­ri­ence for our cus­tomers, and we see Zen­desk as a great fit for our cus­tomers and our sup­port ex­perts on the back­end as well,” said Pas­cual.

Cir­cles.life’s cus­tomers are heavy users of Zen­desk Chat, with 65% of the ques­tions com­ing in through the live chat plat­form. The rest of the vol­ume is a mix be­tween email and so­cial me­dia mes­sages. Agents also care­fully mon­i­tor An­swer Bot to make sure it cap­tures the most ef­fec­tive an­swers from Zen­desk Guide for cus­tomers. “Hav­ing in­sights in­te­grated into one sys­tem is ex­tremely help­ful for the cus­tomer ex­pe­ri­ence,” said Tom Brown, Cir­cles.life Cus­tomer Ser­vice op­er­a­tions man­ager. Brown ex­plains An­swer Bot re­solves about 10% of cus­tomer ques­tions

com­ing through the email chan­nel and saves 50% on costs per ques­tion over a live agent an­swer.

He also said that Zen­desk saves them from hav­ing to worry about in­te­grat­ing mul­ti­ple sys­tems. Cir­cles.life also tries to as­sist cus­tomers in help­ing them­selves first us­ing An­swer Bot. “We want to make our self­ser­vice op­tions as pow­er­ful as pos­si­ble. We in­vested a lot of time into the guide ar­ti­cles, and they’re con­stantly re­fined and re­viewed,” said Brown. This ef­fort pays div­i­dends with the re­sult­ing ticket de­flec­tion the team sees with An­swer Bot.

“The more well-writ­ten the ar­ti­cles are, the more cus­tomers will get their an­swer with­out hav­ing to speak with some­one, which is a win for both par­ties,” ex­plained Brown. “With Zen­desk, we’re able to get an over­all view on how happy our cus­tomers are,” he said.

Sup­port phi­los­o­phy cen­tered on cus­tomer needs

“Ev­ery­thing is re­fined based off what we know about the cus­tomer jour­ney, and what they need to know to pro­ceed,” said Yulga. “Ev­ery­thing is taken and re­viewed un­der a mi­cro­scope, and it all goes back to pro­vid­ing a more re­fined cus­tomer ex­pe­ri­ence,” she added.

Cir­cles.life Cus­tomer Ser­vice op­er­a­tions man­ager, Ti­nesh Raj, said they closely mon­i­tor the qual­ity of their sup­port to en­sure they are putting the cus­tomer ex­pe­ri­ence first. The team main­tains an email SLA of three hours, a chat SLA of 60 sec­onds, and a first re­sponse for so­cial me­dia mes­sages of 22 min­utes.

Cir­cles.life has also raised its cus­tomer sat­is­fac­tion bench­mark at 90%. The com­pany aims to up­hold an NPS score of 54 as well, which is well above the Sin­ga­pore in­dus­try av­er­age of -25. “Not only is cus­tomer sat­is­fac­tion im­por­tant, but we also mon­i­tor whether the in­ter­ac­tion fits the way we want to com­mu­ni­cate with our cus­tomers. There will be times when what the agent says will be in line with the com­pany’s poli­cies, but would not be the best for the cus­tomer,” said Raj.

Aside from th­ese, the telco uses sev­eral apps with their sup­port: Time Track­ing to mon­i­tor time spent on tick­ets, Quickie to or­ga­nize ticket views, An­swer Sug­ges­tion to sug­gest rel­e­vant con­tent for agents to give cus­tomers, and Linked Ticket to con­nect tick­ets about the same topic.

Tymeshift, mean­while, is par­tic­u­larly use­ful for man­ag­ing agent sched­ules and per­for­mance. Trig­gers and macros also come in handy to alert cus­tomers when tick­ets are an­swered, and auto-fill an­swers for agents.

Brown said work­ing with Zen­desk has been fan­tas­tic for Cir­cles.life, both on the agent and cus­tomer side. “Whether it’s a small tech­ni­cal ques­tion or throw­ing around ideas for a big­ger pro­ject, we al­ways get swift and knowl­edge­able help from Zen­desk. Our re­la­tion­ship is very good,” he said. “Zen­desk is such an easy tool for agents to work with. It’s re­ally been de­vel­oped for them—it’s fluid, it’s sim­ple where it needs to be, and it’s pow­er­ful when it needs to be.”

Cir­cles.life, giv­ing power back to the cus­tomers as the re­gion’s first fully dig­i­tal telco

Re­duce fric­tion with soft­ware that’s de­signed to in­crease speed and ef­fi­ciency—and turn your team of agents into ex­perts.

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