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Most companies measure a series of customer KPIs such as Customer Satisfaction, Customer Effort,… and Net Promoter Score . Most often, however, the key objective of measuring these KPIs, and capturing customer feedback in general, is to generate input for management reports and quality improvement ideation. Although we are very much in favor of measuring and reporting customer KPIs – it is the only sustainable way to anchor customer experience in the boardroom and guarantuee C-level attention- the actionability of this approach is relatively limited. After all you are looking back in time. If you notice customers being dissatisfied, you can study the reasons for their dissatisfaction and detraction, and you can try to come up with solutions to prevent this from happening again in the future. You will not be able anymore, however, to fix the individual customer cases. That opportunity lies in the past. What can you do to grow from ‘From Measuring Net Promoter Score’ to ‘Turning Customers into Promoters’? To move from ‘Measuring Customer Satisfaction’ to ‘Satisfying Customers’? •Do you know your promoters and satisfied customers personally? Do you know who they are? •Do you know all your detractors and your dissatisfied customers? By name? •Do you know when and why they became dissatisfied? Instants after it happened? Telenet for Business, the B2B division of Telenet, does. Why? Thanks to a customer experience feedback system, powered by Clicktools and fully integrated in Salesforce.com. It allows for continuous measurement of customer satisfaction at key moments in the customer journey, close enough to the actual interaction to allow for remedial actions when needed. During our breakfast seminar on 21st February 2014, Telenet for Business and 4C Consulting talked about how they approached the design and implementation of an integrated customer experience feedback system.
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Customer Experience Feedback SystemsCustomer Experience Feedback SystemsBreakfast at 4C ConsultingCustomer experience feedback systems: concept and case study by Telenet for Business
Mechelen, 21/02/2014 | More information: [email protected]
#4CSEM
We build ‘customer companies’
accessibleeverywhere
loves(to know)
its customers
connected24/7
highly profitable
engagesin everyinteraction
Breakfast @ 4CC | Customer Experience Feedback Systems | 21st February 2014 | Twitter: #4CSEM
Transformation“Architects”
Solutions“Engineers”
Insight“Scientists”
We build ‘customer companies’
01 Welcome to the Age of the Customer
Content
02 Measurement Ecosystem
03 Case Study: Telenet for Business
06 Questions?
Breakfast @ 4CC | Customer Experience Feedback Systems | 21st February 2014 | Twitter: #4CSEM
Solution powered by Salesforce & Clicktools04
05 Key take‐aways
#4CSEM
Age of Manufacturing
Mass manufacturing makes individual power houses successful
Age of Distribution
Global connections and transportation systems make distribution key
Age of Information
Connected PCs and supply chains mean thosewho control the information flow dominate
Age of the Customer
Power comes from emotionally engaging with empowered customers
Breakfast @ 4CC | Customer Experience Feedback Systems | 21st February 2014 | Twitter: #4CSEM
Breakfast @ 4CC | Customer Experience Feedback Systems | 21st February 2014 | Twitter: #4CSEM
Pay more
Buy more
Stay loyal
Forgive hiccups
Cost less
Promoteyou
emotionalcustomer engagement
greatcustomer experiences
long‐termbusinessvalue
Deliberate
Emotional
Consistent
Breakfast @ 4CC | Customer Experience Feedback Systems | 21st February 2014 | Twitter: #4CSEM
Pay more
Buy more
Stay loyal
Forgive hiccups
Cost less
Promoteyou
emotionalcustomer engagement
long‐termbusinessvalue
86% of consumers will pay up to 25% more for a better customer experience.(Source: RightNow Customer Experience Impact Report 2011)
+20% increase in ‘Likelihood to recommend’ relative to industry averages (Source: Temkin Group 2012)
+18% increase in ‘Willingness to repurchase’ relative to industry averages (Source: Temkin Group 2012)
-19% decrease in ‘Likelihood to switch’ relative to industry averages (Source: Temkin Group 2012)
Source: Watermark Consulting
Breakfast @ 4CC | Customer Experience Feedback Systems | 21st February 2014 | Twitter: #4CSEM
greatcustomer experiences
Deliberate
Emotional
Consistent
Strategic positioningCustomer experience identityCross‐channel
strategyBusiness case design
Segmentation & personasValue drivers (USP+ESP)
Customer journeymappingCustomer advisoryboard
Customer journey designMoT designService blueprinting
CRM requirementsPrototyping & Piloting
Service recovery & complaints handling
Project & program management
DNA building blocksBehavioral principles
Change management, coaching & Training
Experienceassessment Customer feedback system
Social listening
01 Welcome to the Age of the Customer
Content
02 Measurement Ecosystem
03 Case Study: Telenet for Business
06 Questions?
Breakfast @ 4CC | Customer Experience Feedback Systems | 21st February 2014 | Twitter: #4CSEM
Solution powered by Salesforce & Clicktools04
05 Key take‐aways
#4CSEM
Breakfast @ 4CC | Customer Experience Feedback Systems | 21st February 2014 | Twitter: #4CSEM
MysteryShopping
Observations
Web monitoring
Ad Hoc Surveys
SocialListening
ContinuousFeedback
Complaints& compliments
Transactionaldata
Financialdata
Reviews Customer Boards
Operationaldata
ContextualInterviews
Customer ExperienceMeasurement Ecosystem
Breakfast @ 4CC | Customer Experience Feedback Systems | 21st February 2014 | Twitter: #4CSEM
MysteryShopping
Observations
Web monitoring
Ad Hoc Surveys
SocialListening
ContinuousFeedback
Complaints& compliments
Transactionaldata
Financialdata
Reviews Customer Boards
Operationaldata
ContextualInterviews
Single Customer View Driver Analysis Predictive Insights
Cross‐channelConvenience
Breakfast @ 4CC | Customer Experience Feedback Systems | 21st February 2014 | Twitter: #4CSEM
MysteryShopping
Observations
Web monitoring
Ad Hoc Surveys
SocialListening
ContinuousFeedback
Complaints& compliments
Transactionaldata
Financialdata
Reviews Customer Boards
Operationaldata
ContextualInterviews
Breakfast @ 4CC | Customer Experience Feedback Systems | 21st February 2014 | Twitter: #4CSEM
MysteryShopping
Observations
Web monitoring
Ad Hoc Surveys
SocialListening
ContinuousFeedback
Complaints& compliments
Transactionaldata
Financialdata
Reviews Customer Boards
Operationaldata
ContextualInterviews
For every customer who bothers to complain, there are 26 other who remain silentSource: Lee Resource Inc | Infographic by 4C Consulting
Breakfast @ 4CC | Customer Experience Feedback Systems | 21st February 2014 | Twitter: #4CSEM
Breakfast @ 4CC | Customer Experience Feedback Systems | 21st February 2014 | Twitter: #4CSEM
Breakfast @ 4CC | Customer Experience Feedback Systems | 21st February 2014 | Twitter: #4CSEM
Breakfast @ 4CC | Customer Experience Feedback Systems | 21st February 2014 | Twitter: #4CSEM
Breakfast @ 4CC | Customer Experience Feedback Systems | 21st February 2014 | Twitter: #4CSEM
5,5 million feedbackssince June 2012
Average of 10K per day
Has created a new kind of positive interactionbetween staff and the
passengers
Breakfast @ 4CC | Customer Experience Feedback Systems | 21st February 2014 | Twitter: #4CSEM
Need for an integrated continuous feedback system
Who? Why?
Integrated Feedback | 4 key questions
Breakfast @ 4CC | Customer Experience Feedback Systems | 21st February 2014 | Twitter: #4CSEM
WHY?
WHO?
HOW? WHAT?
Why would you continously measure your experience?What will you do once you have the insights?
How will you collect the data?How will you to dispatch and
report the insights?
What do you want to know?Which KPIs will you measure?
Whose feedback are you after?How often do you need these insights?
Breakfast @ 4CC | Customer Experience Feedback Systems | 21st February 2014 | Twitter: #4CSEM
why?
Remediate dissatisfaction on an individual customer level
Structurally improve the customer experience
Complete the single customer view
Motivate & reward employees
Increase the customer experience by showing you care
Breakfast @ 4CC | Customer Experience Feedback Systems | 21st February 2014 | Twitter: #4CSEM
what?
Performance / perception at the Moments of Truth
KPI + open‐ended question
2‐5 questions
Straight after the interactionContinuously
Complete with an ‘End‐to‐End’ evaluation
Breakfast @ 4CC | Customer Experience Feedback Systems | 21st February 2014 | Twitter: #4CSEM
who?
All customers: no sampling
Beware forresources impact
Beware for survey pressure
Think beyond customers
B2B: DMU ifointeraction
Breakfast @ 4CC | Customer Experience Feedback Systems | 21st February 2014 | Twitter: #4CSEM
how?
Integrated in CRM
Close‐the‐loop: service recovery workflows
Automated trigger‐driven deployment
Reports & dashboards dispatch
Sharing for motivation & rewards
01 Welcome to the Age of the Customer
Content
02 Measurement Ecosystem
03 Case Study: Telenet for Business
06 Questions?
Breakfast @ 4CC | Customer Experience Feedback Systems | 21st February 2014 | Twitter: #4CSEM
Solution powered by Salesforce & Clicktools04
05 Key take‐aways
#4CSEM
Telenet for BusinessTelenet for Business
I just called… Michel DefloorMarketing Director
Product
Price
BrandAccess
Service/Experience
Product
Price
BrandAccess
Service/Experience
Breakfast @ 4CC | Customer Experience Feedback Systems | 21 t F b 2014 | T itt
Breakfast @ 4CC | Customer Experience Feedback Systems | 21 t F b 2014 | T itt
ICT vendor Company
B2B CustomerSatisfaction
(/10)1. Apple 8.12. Telenet, Dell, HP 7.8………11. Belgacom 7.4…13. Mobistar 7.2
Source: Smart Business Strategies ICT book 2013-2014Breakfast @ 4CC | Customer Experience Feedback Systems | 21 t F b 2014 | T itt
Breakfast @ 4CC | Customer Experience Feedback Systems | 21 t F b 2014 | T itt
Discovery PurchaseDelivery,
installation and activation
Usage Customer support Billing
12
3 45 6 7 8
9 10 11 12
13 14 15 1617 18
19
2021
22 2324
Customer Journey
Breakfast @ 4CC | Customer Experience Feedback Systems | 21 t F b 2014 | T itt
Breakfast @ 4CC | Customer Experience Feedback Systems | 21 t F b 2014 | T itt
Breakfast @ 4CC | Customer Experience Feedback Systems | 21 t F b 2014 | T itt
Breakfast @ 4CC | Customer Experience Feedback Systems | 21 t F b 2014 | T itt
Breakfast @ 4CC | Customer Experience Feedback Systems | 21st February 2014 | Twitter: #4CSEM
MysteryShopping
Observations
Web monitoring
Ad Hoc Surveys
SocialListening
ContinuousFeedback
Complaints& compliments
Transactionaldata
Financialdata
Reviews Customer Boards
Operationaldata
ContextualInterviews
Customer ExperienceInsight Ecosystem
Breakfast @ 4CC | Customer Experience Feedback Systems | 21 t F b 2014 | T itt
How likely is it that you will recommend Telenet?
Buy Delivery &
Install
Use
Pay
Get Help&
Change
Get Support
End to End
Breakfast @ 4CC | Customer Experience Feedback Systems | 21 t F b 2014 | T itt
Thanks!
Breakfast @ 4CC | Customer Experience Feedback Systems | 21 t F b 2014 | T itt
01 Welcome to the Age of the Customer
Content
02 Measurement Ecosystem
03 Case Study: Telenet for Business
06 Questions?
Breakfast @ 4CC | Customer Experience Feedback Systems | 21st February 2014 | Twitter: #4CSEM
Solution powered by Salesforce & Clicktools04
05 Key take‐aways
#4CSEM
Breakfast @ 4CC | Customer Experience Feedback Systems | 21st February 2014 | Twitter: #4CSEM
Setup Clicktools | Directly in Salesforce
Breakfast @ 4CC | Customer Experience Feedback Systems | 21st February 2014 | Twitter: #4CSEM
Step 1 | Create surveywhat?
Survey
Store
Trigger
Breakfast @ 4CC | Customer Experience Feedback Systems | 21st February 2014 | Twitter: #4CSEM
how?
Customer
Step 2 | Collect data
Customer interactione.g. “Deal closed”
Breakfast @ 4CC | Customer Experience Feedback Systems | 21st February 2014 | Twitter: #4CSEM
Step 3 | Store in Salesforce
Breakfast @ 4CC | Customer Experience Feedback Systems | 21st February 2014 | Twitter: #4CSEM
View NPS results instantly in both Account and Contact page. Help representatives shape their discussions with customers with knowledge of customer feedback
Step 3 | Store in Salesforce
Breakfast @ 4CC | Customer Experience Feedback Systems | 21st February 2014 | Twitter: #4CSEM
Step 4 | Dashboarding
Breakfast @ 4CC | Customer Experience Feedback Systems | 21st February 2014 | Twitter: #4CSEM
Step 4 | Dashboarding ‐ Comments
Breakfast @ 4CC | Customer Experience Feedback Systems | 21st February 2014 | Twitter: #4CSEM
Step 4 | Dashboarding ‐ Scores per department
Breakfast @ 4CC | Customer Experience Feedback Systems | 21st February 2014 | Twitter: #4CSEM
Step 4 | Dashboarding ‐ Scores per manager
Dispatch
Survey
Store
Customer interactione.g. “Deal closed”
Trigger
Agent / AM / Team leader / ...
Breakfast @ 4CC | Customer Experience Feedback Systems | 21st February 2014 | Twitter: #4CSEM
how?
Customer
Step 4 | Close the loop
Breakfast @ 4CC | Customer Experience Feedback Systems | 21st February 2014 | Twitter: #4CSEM
Step 4 | Close the loop – Share the joy
Breakfast @ 4CC | Customer Experience Feedback Systems | 21st February 2014 | Twitter: #4CSEM
Step 4 | Close the loop – Create activities
Breakfast @ 4CC | Customer Experience Feedback Systems | 21st February 2014 | Twitter: #4CSEM
Step 4 | Close the loop
Will do!
Please contact Eric
Dispatch
Document
Survey
Store
Customer interactione.g. “Deal closed”
Trigger
Agent / AM / Team leader / ...
Breakfast @ 4CC | Customer Experience Feedback Systems | 21st February 2014 | Twitter: #4CSEM
how?
Customer
Probing
Breakfast @ 4CC | Customer Experience Feedback Systems | 21st February 2014 | Twitter: #4CSEM
Step 4 | Close the loop
01 Welcome to the Age of the Customer
Content
02 Measurement Ecosystem
03 Case Study: Telenet for Business
06 Questions?
Breakfast @ 4CC | Customer Experience Feedback Systems | 21st February 2014 | Twitter: #4CSEM
Solution powered by Salesforce & Clicktools04
05 Key take‐aways
#4CSEM
Breakfast @ 4CC | Customer Experience Feedback Systems | 21st February 2014 | Twitter: #4CSEM
Pay more
Buy more
Stay loyal
Forgive hiccups
Cost less
Promoteyou
emotionalcustomer engagement
greatcustomer experiences
long‐termbusinessvalue
Deliberate
Emotional
Consistent
Breakfast @ 4CC | Customer Experience Feedback Systems | 21st February 2014 | Twitter: #4CSEM
MysteryShopping
Observations
Web monitoring
Ad Hoc Surveys
SocialListening
ContinuousFeedback
Complaints& compliments
Transactionaldata
Financialdata
Reviews Customer Boards
Operationaldata
ContextualInterviews
Customer ExperienceMeasurement Ecosystem
Breakfast @ 4CC | Customer Experience Feedback Systems | 21st February 2014 | Twitter: #4CSEM
MysteryShopping
Observations
Web monitoring
Ad Hoc Surveys
SocialListening
ContinuousFeedback
Complaints& compliments
Transactionaldata
Financialdata
Reviews Customer Boards
Operationaldata
ContextualInterviews
Integrated Approach| Key take‐aways
Breakfast @ 4CC | Customer Experience Feedback Systems | 21st February 2014 | Twitter: #4CSEM
WHY?
WHO?
HOW? WHAT?
Increase satisfaction on an individual levelStructurally improve the customer experienceMotivate & reward employees
Integrated within CRMDispatch & service recovery
flows
MoT + RelationKPI + open‐ended questionShort & often
All customers, no samplingDMU ifo interaction
Our Approach | Continuous Feedback System
1. Define scope & objectives
2. Set‐up data collection system
3. Design service recovery model
4. Design continuous improvement framework
5. Define change management
LAUNCH vs 1.0 LAUNCH vs 1.1
Analyse & Tweak
Breakfast @ 4CC | Customer Experience Feedback Systems | 21st February 2014 | Twitter: #4CSEM
I prefer soldiers that go forward in a disorganized way to soldiers that stay put in orderNapoleon Bonaparte
I prefer soldiers that go forward in a disorganized way to soldiers that stay put in orderNapoleon Bonaparte
Breakfast @ 4CC | Customer Experience Feedback Systems | 21st February 2014 | Twitter: #4CSEM
We are happy to answer your questions
Breakfast @ 4CC | Customer Experience Feedback Systems | 21st February 2014 | Twitter: #4CSEM