ead the below case study and answer the questions that follow MultiChoice pioneers omnichannel support in South Africa to achieve a 95% customer satisfaction. MultiChoice Group (MultiChoice) is an entertainment powerhouse and is Africa’s leading media company. The company is passionate about telling stories that are rooted in the unique cultures of the countries it broadcasts in. Through a combination of services including direct to home satellite television, digital terrestrial television, and online video entertainment, it uses the power of storytelling to enrich lives. Roland Naidoo, Head of Operations, MultiChoice, tells Intelligent CIO Africa why the company teamed up with Freshworks to enhance its omnichannel customer service and experience. MultiChoice views itself first and foremost as a customer experience organisation. Today, the company serves around nine million customers in South Africa and over 21 million customers across the African continent. Getting to the heart of great customer experience. At MultiChoice, everyone, right from the group chairman to the call centre executive has customer experience on their minds. Over the last five years, the company has been on a continuous improvement journey to improve its customer support capabilities. “We had to differentiate between customer service and customer experience,” explained Brendon Emmanuel, Senior Manager – Programme Management, MultiChoice. “These two terms are used interchangeably but are fundamentally different. With customer service, the customer expects you to know how to do your job. Customer experience (CX) means that we go one step beyond what the customer expects. Roland Naidoo, Head of Operations, MultiChoice, said: “My team and I realised that when a customer contacts an agent, whether it’s a human or digital interaction, they’re looking for consistency, a quick turnaround time and the right answer every time. Omnichannel was the best way to achieve this.” Building a seamless omnichannel support journey. MultiChoice has been a true visionary in leading the charge for omnichannel support. It was, in fact, one of the earliest adopters of omnichannel on the continent. When evaluating solutions that could bring its vision to life, the team had clear expectations. The company needed a platform that could: consolidate each of the multi-channel touch points into a fully integrated channel agnostic helpdesk, track the entire customer journey so that the agent could gain a 360-degree view of the customer, easily integrate with all other platforms and tools already in use so employees didn’t have to jump between tools to answer a query and offer a simple, intuitive user interface (UI) at a cost-effective price. According to MultiChoice, Freshworks’ impressive suite of solutions made it a clear winner. The company now uses Freshdesk Support Desk, Freshdesk Messaging and Freshservice to link every stage of its customer support journey. Naidoo, who was awarded the Global Change Architect of the Year award for pioneering innovation in CX, believes that this omnichannel view has been critical in preemptively engaging with customers and resolving issues before they even crop up. “The omnichannel journey is not a simple or easy one to conceive and execute. Consolidating every stage of support within a single UI. The MultiChoice team’s goal from day one has been to create a single UI that provides the customer’s details and history, allows agents to perform transactions and ultimately solve the issue within a single dashboard. To that effect, it has brought its existing telephony solution and queue management system (Qmatic) within Freshdesk. T.U.M.I. In addition, the team’s in-house AI-powered chatbot, is integrated with Freshdesk so that agents can view a customer’s entire history of conversations within the tool. In the back end, Freshdesk is integrated with the customer relationship management (CRM) to enrich the database. The future of customer experience. MultiChoice continues to be a trailblazer in delivering superior customer experience. For its next chapter, the company plans to go deeper into AI and bot assistance through predictive customer engagement. Emmanuel said: “This will help us tap into real data sources to quickly and efficiently expand our support operations, while keeping an eye on future growth opportunities.” 1.1 Many studies reveal that in order to build a successful Customer Relationships, relationship commitment and trust are essential. Discuss the role of trust and commitment in customer relations management. 1.2 For its next chapter, the company plans to go deeper into AI and bot assistance through predictive customer engagement. Emmanuel said: “This will help us tap into real data sources to quickly and efficiently expand our support operations, while keeping an eye on future growth opportunities.” With reference to this statement from the case study, outline and explain how CRM metrics can help Multichoice achieve this.
Read the below case study and answer the questions that follow
MultiChoice pioneers omnichannel support in South Africa to achieve a 95% customer satisfaction.
MultiChoice Group (MultiChoice) is an entertainment powerhouse and is Africa’s leading media company. The company is passionate about telling stories that are rooted in the unique cultures of the countries it broadcasts in. Through a combination of services including direct to home satellite television, digital terrestrial television, and online video entertainment, it uses the power of storytelling to enrich lives. Roland Naidoo, Head of Operations, MultiChoice, tells Intelligent CIO Africa why the company teamed up with Freshworks to enhance its omnichannel customer service and experience.
MultiChoice views itself first and foremost as a customer experience organisation. Today, the company serves around nine million customers in South Africa and over 21 million customers across the African continent.
Getting to the heart of great customer experience.
At MultiChoice, everyone, right from the group chairman to the call centre executive has customer experience on their minds. Over the last five years, the company has been on a continuous improvement journey to improve its customer support capabilities. “We had to differentiate between customer service and customer experience,” explained Brendon Emmanuel, Senior Manager – Programme Management, MultiChoice. “These two terms are used interchangeably but are fundamentally different. With customer service, the customer expects you to know how to do your job. Customer experience (CX) means that we go one step beyond what the customer expects.
Roland Naidoo, Head of Operations, MultiChoice, said: “My team and I realised that when a customer contacts an agent, whether it’s a human or digital interaction, they’re looking for consistency, a quick turnaround time and the right answer every time. Omnichannel was the best way to achieve this.”
Building a seamless omnichannel support journey.
MultiChoice has been a true visionary in leading the charge for omnichannel support. It was, in fact, one of the earliest adopters of omnichannel on the continent. When evaluating solutions that could bring its vision to life, the team had clear expectations. The company needed a platform that could: consolidate each of the multi-channel touch points into a fully integrated channel agnostic helpdesk, track the entire customer journey so that the agent could gain a 360-degree view of the customer, easily integrate with all other platforms and tools already in use so employees didn’t have to jump between tools to answer a query and offer a simple, intuitive user interface (UI) at a cost-effective price.
According to MultiChoice, Freshworks’ impressive suite of solutions made it a clear winner. The company now uses Freshdesk Support Desk, Freshdesk Messaging and Freshservice to link every stage of its customer support journey. Naidoo, who was awarded the Global Change Architect of the Year award for pioneering innovation in CX, believes that this omnichannel view has been critical in preemptively engaging with customers and resolving issues before they even crop up. “The omnichannel journey is not a simple or easy one to conceive and execute.
Consolidating every stage of support within a single UI.
The MultiChoice team’s goal from day one has been to create a single UI that provides the customer’s details and history, allows agents to perform transactions and ultimately solve the issue within a single dashboard. To that effect, it has brought its existing telephony solution and queue management system (Qmatic) within Freshdesk. T.U.M.I.
In addition, the team’s in-house
The future of customer experience.
MultiChoice continues to be a trailblazer in delivering superior customer experience. For its next chapter, the company plans to go deeper into AI and bot assistance through predictive customer engagement. Emmanuel said: “This will help us tap into real data sources to quickly and efficiently expand our support operations, while keeping an eye on future growth opportunities.”
1.1 Many studies reveal that in order to build a successful Customer Relationships, relationship commitment and trust are essential. Discuss the role of trust and commitment in customer relations management.
1.2 For its next chapter, the company plans to go deeper into AI and bot assistance through predictive customer engagement. Emmanuel said: “This will help us tap into real data sources to quickly and efficiently expand our support operations, while keeping an eye on future growth opportunities.”
With reference to this statement from the case study, outline and explain how CRM metrics can help Multichoice achieve this.
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