Improving the member experience with the right tools
Published: Wednesday, August 1st, 2018
“Many member services organizations are restructuring how they handle data and information resources through better knowledge management practices—providing the ability to consistently deliver a better member experience resulting in higher member satisfaction ratings.” — Steve Pappas, SVP of Panviva
A club’s relationship with its members is about much more than gaining members and decreasing wait times. Understanding why the member experience is so important—from the first moment of contact—is critical to delivering service that is as simple, clear, and efficient as possible. According to The Harvard Business Review, “In our research and consulting on customer journeys, we’ve found that organizations able to skillfully manage the entire experience reap enormous rewards: enhanced customer satisfaction, reduced churn, increased revenue, and greater employee satisfaction.”
From the moment a member contacts their roadside assistance club—whether by phone, email, social media or other messaging—it’s important that the same level of service is provided across all channels and the member experience is seamless. Roadside assistance is often purchased in hopes it won’t be needed. But, when members do find themselves in trouble on the road, they will expect a fast response and resolution. Because response times can vary widely among motor clubs, it’s important to avoid complacency and always strive to exceed member expectations—which is fast becoming the truest measure of success.
The best way to do this is to put yourself in your member’s car: if they have a flat tire, battery trouble, or become locked out of their vehicle, every minute they’re inconvenienced can seem like hours. Such incidents may prevent them from getting to work on time, keeping an appointment or some other life event. Even a small amount of time on hold can cause angst for a stranded customer. One customer might be satisfied with waiting an hour for resolution. But another customer might feel like an hour is an eternity.
Arm your member service agents with the right tools
The best way to provide a better member experience is to arm your agents with the right information and tools to do their jobs efficiently and effectively. According to Panviva’s SVP of Operations, Stephen Pappas, having access to the right information is a critical component to providing a better member experience. When agents can access the right resources to help a member quickly, they’re able to deliver faster, more accurate service that benefits both the member and the club as a whole. “Many member services organizations are restructuring how they handle data and information resources through better knowledge management practices—providing the ability to consistently deliver a better member experience resulting in higher member satisfaction ratings,” stresses Pappas. “Through these practices, agents can work towards the same goals. Information becomes more timely and accurate. Errors decrease. Best of all, clubs can provide high-quality service to more members in less time!”
Knowledge-management software can improve contact center measures such as reducing call and hold times and the need for escalations—delivering the right information for the right task, consistently, every time. Companies who use knowledge-management platforms have experienced exceptional results—up to 75% reduction in call escalation; up to 80% decrease in error rates; and 25% average reduction in call handling times. Avoiding call escalations, hold times, and callbacks means resolutions are reached faster, leaving members confident you’ll be able to help them again if needed.
Learn more about customer experience software—such as Panviva, a global leader in cloud-based knowledge management—which emerged from a driving desire to give employees one-click access to the information they need, when they need it and in the context they need it—to do their jobs right the first time and provide a seamless member experience.