From many, comes one
Dotster, Inc.
Launched in the year 2000, Dotster, Inc. has emerged as a major
player in ICANN accredited domain registration. By major, we’re
talking the registration of over one million domain names for customers
spanning all parts of the world. Much of this impressive growth has come
by snapping up the best of the smaller domain registration companies and
bringing them into the Dotster fold (smart move #1).
To keep up with the booming business, additional headcount was requested
by Dotster customer service managers. Rather than throw people at the problem,
Dotster management took a close look at how they served customers (smart
move #2). There was concern that their current customer service resources
lacked the right skill sets, tools and processes to meet their needs. Turns
out their concerns were valid.
In need of guidance and expert project management, Dotster engaged ACME (smart
move #3) to analyze their customer service, in terms of people,
process and tools, and make recommendations for improving performance
and retention without adding more employees.
Specifically, the goals of the project were:
- Improve customer service by
ensuring the team has the right people, processes and tools to
be successful.
- Increase customer retention, especially those acquired
through business acquisitions.
- Create reliable and accurate metrics
to evaluate customer service performance.
As part of the analysis, ACME conducted one-on-one
interviews with each customer service representative. Then, a recommended
employee profile was created to use for hiring. Other deliverables
included a process inventory, opportunity matrix, business cases
for the advised options, and a high-level implementation plan.
This face-to-face research and study yielded recommendations divided into
three categories:
People
- Change the mix. Compile a list of knowledge, skills and abilities
needed to provide the desired level of customer service.
- Modify
the compensation system to attract and reward the right kind
of person.
- Make the customer service staff feel like heroes by providing
ad-hoc rewards to recognize exemplary performance.
- Redesign training
to better prepare new customer service representatives.
Process
- Integrate sales and marketing responsibilities into customer service.
- Modify
and improve customer segmentation.
- Increase focus on quality assurance.
Tools
- Deploy a fully integrated Customer Relationship Management solution.
Integrate the phone system with the CRM.
- Record customer calls for
quality assurance and training purposes.
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