4C Consulting - Breakfast Seminar: Customer Experience Feedback Systems

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?


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



Pay more

Buy more

Stay loyal

Forgive hiccups

Cost less

Promoteyou

emotionalcustomer engagement

greatcustomer experiences

long‐termbusinessvalue

Deliberate

Emotional

Consistent


Pay more

Buy more

Stay loyal

Forgive hiccups

Cost less

Promoteyou



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



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


Content



06 Questions?



05 Key take‐aways

#4CSEM


MysteryShopping

Observations

Web monitoring

Ad Hoc Surveys

SocialListening

ContinuousFeedback

Complaints& compliments

Transactionaldata

Financialdata

Reviews Customer Boards

Operationaldata

ContextualInterviews

Customer ExperienceMeasurement Ecosystem


MysteryShopping

Observations

Web monitoring

Ad Hoc Surveys

SocialListening

ContinuousFeedback


Transactionaldata

Financialdata


Operationaldata


Single Customer View Driver Analysis Predictive Insights

Cross‐channelConvenience


MysteryShopping

Observations

Web monitoring

Ad Hoc Surveys

SocialListening

ContinuousFeedback


Transactionaldata

Financialdata


Operationaldata



MysteryShopping

Observations

Web monitoring

Ad Hoc Surveys

SocialListening

ContinuousFeedback


Transactionaldata

Financialdata


Operationaldata


For every customer who bothers to complain, there are 26 other who remain silentSource: Lee Resource Inc | Infographic by 4C Consulting






5,5 million feedbackssince June 2012

Average of 10K per day

Has created a new kind of positive interactionbetween staff and the

passengers


Need for an integrated continuous feedback system

Who? Why?

Integrated Feedback | 4 key questions


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?


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


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


who?

All customers: no sampling

Beware forresources impact

Beware for survey pressure

Think beyond customers

B2B: DMU ifointeraction


how?

Integrated in CRM

Close‐the‐loop: service recovery workflows

Automated trigger‐driven deployment

Reports & dashboards dispatch

Sharing for motivation & rewards


Content



06 Questions?



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


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


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






MysteryShopping

Observations

Web monitoring

Ad Hoc Surveys

SocialListening

ContinuousFeedback


Transactionaldata

Financialdata


Operationaldata


Customer ExperienceInsight Ecosystem


How likely is it that you will recommend Telenet?

Buy Delivery &

Install

Use

Pay

Get Help&

Change

Get Support

End to End


Thanks!



Content



06 Questions?



05 Key take‐aways

#4CSEM


Setup Clicktools | Directly in Salesforce


Step 1 | Create surveywhat?

Survey

Store

Trigger


how?

Customer

Step 2 | Collect data

Customer interactione.g. “Deal closed”


Step 3 | Store in Salesforce


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


Step 4 | Dashboarding


Step 4 | Dashboarding ‐ Comments


Step 4 | Dashboarding ‐ Scores per department


Step 4 | Dashboarding ‐ Scores per manager

Dispatch

Survey

Store


Trigger

Agent / AM / Team leader / ...


how?

Customer

Step 4 | Close the loop


Step 4 | Close the loop – Share the joy


Step 4 | Close the loop – Create activities



Will do!

Please contact Eric

Dispatch

Document

Survey

Store


Trigger

Agent / AM / Team leader / ...


how?

Customer

Probing




Content



06 Questions?



05 Key take‐aways

#4CSEM


Pay more

Buy more

Stay loyal

Forgive hiccups

Cost less

Promoteyou




Deliberate

Emotional

Consistent


MysteryShopping

Observations

Web monitoring

Ad Hoc Surveys

SocialListening

ContinuousFeedback


Transactionaldata

Financialdata


Operationaldata


Customer ExperienceMeasurement Ecosystem


MysteryShopping

Observations

Web monitoring

Ad Hoc Surveys

SocialListening

ContinuousFeedback


Transactionaldata

Financialdata


Operationaldata


Integrated Approach| Key take‐aways


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


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


We are happy to answer your questions
