Carphone Warehouse 2015 Annual Report Download - page 32

Dixons Carphone plc Annual Report and Accounts 2014/15
Strategic report
Corporate responsibility
30
Customer retention is another measure we take very seriously,
reflected by beating our target by 6%. Our customer
experience plan has identified key areas for improvement and
we have invested heavily to fix these. We constantly
communicate with customers through dedicated panels and
every new initiative starts with customer insight. This year we
ran over 100 customer focus groups using a combination of
qualitative focus groups and co-creation sessions. Large
quantitative and online surveys are also run for additional data
and customer review sites are tracked and used to inform how
we can continually improve.
We have been recognised by customers and independent third
parties for the customer experience we strive to create for each
and every customer. Our rating on Trust Pilot is now 7.2/10
and is the highest in the mobile industry.
Carphone Warehouse Customer Service Awards include
BT Retail Week Technology Awards: Best Customer
Experience for Pin Point, Mobile Industry Awards: Best
High Street Retailer, Mobile Choice Awards: Best High
Street Retailer, What Mobile Awards: Best Services and
Repairs for Geek Squad.
KNOWHOW
At the KNOWHOW Contact Centre in Sheffield we support
the UK & Ireland retail customer base on behalf of both the
Currys and PC World brands in every step of their journey
with our business.
Prior to purchase our Sales team support with product
selection and advice, post purchase we have teams to support
every step of the way from Delivery enquiries to Technical
advice including our dedicated Careplan Team.
Our team of over 1,300 colleagues support customers seven
days a week, with our Technical homeworking team covering
365 days around the clock for support with PC and
connectivity issues. Across the teams in our busiest week this
year we handled enquiries from over 300,000 customers and
have significantly improved our response times across all
areas of contact, with particular focus on our Social Media
and Email channels.
We offer a great career path across Home Services, with
Apprenticeships in our Technical team, through to a Pathway
programme for all colleagues, giving all of our team an
opportunity to develop their career, through to becoming an
expert colleague, before moving into coaching and line
management roles. Many of our First Line Managers,
Customer Operations Managers and indeed our leadership
team have followed a career in such a way, there are no limits
to a career across our business.
We ask our team to work with a simple three stage process:
1. Understand the customer need or concern
2. Propose a solution product or service
3. Thank you and feedback
We work to ensure we are fair and reasonable in all proposed
solutions for our customers and ask our team to always
consider how we can improve our process to deliver clear and
consistent responses.
Across our E-Commerce and Insight teams we work with
Reevoo, one of the leading independent Customer Review
sites to share customer reviews of our services and over the
past 6 months we have scored 78% for Customer Service
from over 18,000 customer reviews.
Contact Centres are known for working within a framework
built upon Average Handling Time for a response and within
the KNOWHOW site we have changed the way we look at this
‘AHT’ measure. We coach our colleagues on taking the
Appropriate Handling Time with every customer, allowing us to
train our colleagues to handle customers more personally as
we strive to never leave a customer to fend for themselves.
We also provide SMS surveys to our customers across our
sites to define the Advocacy, Care and Knowledge scores for
our colleagues and use these as critical KPIs to improve
process and performance for the future.
This year KNOWHOW and Carphone Warehouse colleagues
will work closely to understand their strengths and define the
future support modelling for our new business across our
entire Contact Centre Portfolio. We now have over 2,500
Contact Centre colleagues supporting our customers.
Information Security
The Group is committed to protecting both electronic and
physical information from unauthorised access, processing,
modification or destruction. There are a number of pieces of
legislation relevant to information security to which the Group
adheres, including the Data Protection Act 1998 and EU’s Data
Protection Directive 95/46/EC. The Group has a dedicated
information security team. Security controls and awareness
remain an area of significant focus for the Board.
Data protection
The Group has a responsibility to ensure all information is
collected, stored, processed and disposed of in a secure way.
In the UK, we are required to adhere to the UK Data Protection
Act 1998. This legislation was enacted to bring UK law in line
with the EU Data Protection Directive, which is applicable to
the rest of the Group’s European markets. The European
Commission is in the process of implementing a European
Data Protection Regulation which will supersede the Directive.
Ahead of the adoption of the new regulation, the business is
working closely with the Group Data Protection Officer to
prepare for the changes in this area. The Group is committed
to the on-going monitoring of its data protection policies
and procedures, and the implementation of improvements
where necessary.