Assalamu'alaikum warahmatullahi wabarakatuh
In this session, I am going to talk about service excellent at GoJek
A lot of people assume GoJek as an application company
Here, I want to rectify that. GoJek since 2010 is a call center company
At that time, we start in a small garage at Kerinci street
Start from 2015 until now, we became an application company
Our technology is growing
Originally, it is Manual Dispatch 1.0
It is a call center system that could receive a phone call from customer and call the driver
Finally, at 2016, we develop into an application company
Service Team
Is GoJek has a customer service?
Yes, we have 3 segments. Consumer, Driver and Merchants
All of segments have a call center, email, and in-app help
For Consumer, it has social media
For Driver, it has walk-in center. Why?
For your information, most of our driver still believe in the offline system
So, we need to serve them offline
Service team in numbers
1 centralized online support site at Plaza City view 3rd floor
So compare with other speakers. I came from the farthest
50 walk in center locations nationwide
300K engagement score daily
Whereas 99.7% of it is a self service score
50K tickets daily
20% of tickets are solved by machine or engine
Service level, first reply time, satisfaction score are above 90%
The First Material. How GoJek develop its service culture?
The answer is. Its already in our DNA
There are 3 core value that we beleived
Speed, Innovation and Social Impact
What social impact means?
GoJek was born to give social impact
Perhaps... recently, most of you read an article in Kompas that said GoJek has a role in reducing unemployment
We could increase income and quality of life of our drivers and merchants
Increase volume of transactions of GoFood merchant that considered as Small Medium Enterprise
And also improve our consumers' quality of life
People in Jakarta used to have a habit of going to lunch with their office-mate at 11.30 a.m by taxi and back at 02.00 p.m
But now, the habit were changed
At 11.30 a.m they will open GoJek apps and order GoFood
At 12.00 p.m the food will be delivered to the office receptionist. They can eat the food at the office
That is what we called quality of life
What is the relations between social impact and service culture?
One of GoJek's main foundation is social impact
All employees must have an emphaty towards our customer
Which is mainly drivers and merchants
All employees are expected to create something to improve our customer experience
It is not only the job of services
For example, a programmer. As the coder, every code, line code or coding that they make must aim to improve our customer experience
It is the starting point, how we build the service culture
What would we do?
Recently, we do structure
We rolling a new employee
2 days in recruitment driver
2 days in CS
2 days in inventory
Its aim to build an empathy
Because culture will grow when people have an empathy
The second material
How technology help our service team in GoJek
Without technology, we will not be scalable
this is the simple and concrete explanation in math equation
The Number of customers need help event divided by the number of transaction
Multiplied by the number of tickets divided by the number of customers need help event
Multiplied by the number of tickets handled by agent divided by ticket
Multiplied by the numbers of agents divided by the number of tickets handled by agent
It is complicated, isn't it?
Ok, we simplify one by one
What is the first equation mean? Need help event divided by transactions
It is to minimize reasons why customers needs to reach service team
If it is inquiries
Do customer could discover information in the apps?
Do we provide sufficient information in the apps?
Does UX user friendly?
If it is complaint
What is the root cause?
Why is it happening
Can it be fixed permanently?
How to prevent it from happening again?
In my opinion, this is the biggest value in service team
Customer service is not only the unit that serves a customer, answers complaints, and customer retention
But, the biggest value of customer service is to improve customer experience
Second, ticket divided by need help event
What is that mean?
Eventhough customer need to contact us
Is it possible to minimize the reason customer to create a ticket for us?
Is it possible to make our customer do self-serve?
The questions is...
Do we provide an alternative beside call center, channel email or chat?
Do we build customer behavior to be self-served?
Do we give them anticipation if there is a downtime?
If we do not, so it is reasonable if there is a complaint
Third, ticket handled by agent divided by ticket
Eventhough it becomes a ticket. In the end, how to minimize human effort
And to maximize machine learning and AI to replace an agent resolving simple and repeated issues
There are questions that must be answered
Do we have pareto of ticket type?
What kind of ticket type that could be resolved without agent intervention?
Could it be automated?
How is the impact in customer satisfaction if it is automated
Is it going to worse or better?
The last, the number of agents divided by ticket handled by agent
What is the point?
Maximize agent's productivity
What prevents them to be more productive?
How to maximize the variance of agents average handling time?
Which one work best, group of specialists or one group of multi skill agents?
How to minimize idle time?
Of course the implementation in GoJek will be different with other company
And the answer will be different as well
But more or less, the formula will be like this
There are 4 equations
We could simplify it like the math in our high school. Equation with the same symbol could eliminate each other
So the result, number of agents divided by transactions
In other words, number of agents growth is not proportional to the number of transactions growth
Or... in the contrary
Numbers of transactions growth are much better than number of agents growth
That is all from me
Hopefully it is useful. Assalamu'alaikum warahmatullahi wabarakatuh
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