Service Magazine Fall 2017

22 | @Service Magazine Summer 2017 New call center promises a better customer experience First impressions count, and customer impressions of GE Healthcare often start with our call center. It’s for these reasons and more that GE Healthcare has transitioned to a new call center as of August 31. For field teammembers, the intended results include more accurate routing of service calls and fewer customer complaints. It’s not just about taking the phone call. “We want customers to know their concerns are taken seriously, their issues are being addressed, and it’s a positive experience,” says LynnWestbrook , Director, Customer Operations. People first "Simply put, the solution comes down to people, process and technology," says Burg Hughes , Call Center Operations Leader. “For investments in process and technology to pay off, we need to have the right people in place – that’s the foundation.” The call center has been relocated to a brand-new facility in Weber City, VA, operated by TeleTech, a company with a record of great service to world-class companies including Amazon, USAA and Bank of America. The GE team evaluated 24 vendors before choosing TeleTech for its ability to deliver a quality workforce, and enhancements to systems and technology that deliver an improved customer experience. TeleTech is recognized as an industry leader by Gartner, a respected and impartial evaluator of technology and service providers. Burg observes, “It comes down to having a service culture – people devoted to taking care of the customer even if it’s a challenging situation. Whether it’s their first or fiftieth call of the day, they know that might be their only opportunity to leave a good impression of GE.” Trained to excel All that depends on rigorous hiring practices and training. “We’re giving the agents very in-depth training that simulates the variety of calls they can expect to receive before we put them live with our customers,” Lynn says. Agents undergo comprehensive pre-hire screening, along with testing throughout the training cycle. The TeleTech facility is equipped with a dedicated GE network, with fully redundant data and voice connectivity, along with an uninterruptible power supply to ensure continuity. The call agents are supported by technologies that help them work efficiently and minimize errors. For example, a user- friendly Knowledge Management System includes a search function that lets agents quickly access information to help them understand how to address each customer’s issue. Another tool in development will help guide agents through business rules and standard operating procedures, essentially directing them step-by-step to the right decisions. “That’s going to speed up service and dramatically reduce the chance for mistakes as agents set up service requests,” Burg says. Catering to customers Meanwhile, technologies are being deployed to make the call experience easier and more flexible for customers. “We’re looking to replace the current cumbersome call tree that customers have to press through,” Lynn says. “We’re exploring a voice-activated system that will route customers faster to where they need to be.” “We’re also planning to enable customers to reach us in the fashion they choose, whether by phone, text, chat, or through the web. We want to make it as easy as possible for the customer to contact us in the channel of their choice.” Elevating Customer Care