Customer Experience Matters

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  • *Based onpractical experience fromEnergaGroup (Polish utility)

    PiotrMERKEL

    Howshall wedesigntheservicemodeltomeet customer prefferences andneeds*

    CUSTOMEREXPERIENCEMATTERS

  • 25years ofexperience

    Consultant&Manager

    Customer - oriented

    Frontline toBack Office

  • AGENDA

    1. Empathy what does it mean 2. Success story#1 Migrating customers toremote channels3. Success story#2 Empowering themobile4. Customer servicevscustomer experience5. Takeaways:Thelesson learnt

    Questions &Answers

  • 4

    Ivelearnedthatpeoplewillforgetwhatyousaid,peoplewillforgetwhatyoudid,butpeoplewillneverforgethowyoumadethemfeel

    MayaAngelou

    Empathy hasmanydifferentdefinitionsthatencompassabroadrange ofemotionalstates,including:

    caringforotherpeopleandhavingadesiretohelpthem; experiencingemotionsthatmatchanotherperson'semotions; discerningwhatanotherpersonisthinkingorfeeling; andmakinglessdistinctthedifferencesbetween theselfandtheother.

    EMPATHY

  • 5

    EMPATHYINBUSSINESS

  • http://www.ir.energa.pl/

    6

  • 7

    ASSURE THE COMFORTIMPROVE THE QUALITY OF LIFE

    ca2,5mio residentialcustomersavrg bill: 30EUR/month

    cost toserve/cost tobill: 20EURpaENE

    RGYRE

    TAIL:M

    ASSMAR

    KET

  • 8

    33"PLN 1"PLN"(samoobsuga)15"PLN"(konsultant)

    @"/"www CC

    6"PLN

    Alternative /"RemoteTraditional Channels

    POS

    MIGRATION:700"000"Custommers (25%)500"000"Contacts p.a.

    Average cost of,handling

    mail

    50"PLN

    Average cost of,handling

    v tohandletheincreasingnumberofcallsv toimproveFirstTimeRightv toreducethecostv tofocusonSales(newcustomers)

    THEGOAL#1:MIGRATETOREMOTE

    q Processapproach(Design&Measure)q Bringingthetechnology inplaceq Channelspecialization(formating)q NextGenerationCustomerService

  • 9

    Contracts

    Connection Offering Contract Modification Termination

    Bill 2 Pay

    Billing Invoicing Payments Collection

    Inquires & Complaints

    Registration Processing Analysis / Investigation Resolusion

    Readings

    THECUSTOMERSERVICEMECHANICS

    Designed andmanaged forefficiency.

  • 10

    thetoughgets going

    Whenthegoing

    gets tough

    Contracts

    Connection Offering Contract Modification Termination

    Bill 2 Pay

    Billing Invoicing Payments Collectiont

    Inquires & Complaints

    Registration Processing Analysis / Investigation Resolusion

    Readings

    Back Officestill unsufficient (errors &bottle necks) Channelformated too strictly =>NOCXinplace Focus onorganization efficiency andcost Newcustomers vsexisting portfolio

    SOWHATWENTWRONG

  • 11

    THEGOAL#2:MOVETOMOBILE

    v tomeetmobilecustomersv towinsomePR(beingdigital)v toincreaseremotecommunicationv toreducethecost

    q Dedicatedmobileapplicationq Integratedwithwww(eBOK)q Availableformajorplatformsq Self-service&selfreadingoptions

  • 12

    WHATWASNOTWORKING

    Limited functionality (eg.nopayments) Limited usability (Energaonly) Limited focus (lack ofmarketing andITsupport) Lackoffurther development

  • Cost ofservice

    CUSTOMERSERVICEvsCX

    Satisfaction

    13

    Ifthereisanyonesecretofsuccess,itliesintheabilitytogettheotherpersons pointofviewandseethingsfromthatpersons angleaswellasfromyourown.

    HenryFORD

    Organisationalexcellence

    Customersbenefits

  • 14

    FOLLOWYOURCUSTOMERS

  • v Loweracquisition cost

    v Lowercost tomaintain

    v Lowercost toserve/cost tobill

    v Fewer inquires &complaints

    Improved loyalty

    Willingness torecommend

    Willingness tobuy

    Willingness toshare theinsights

    15

    THERIGHTSERVICEMODEL

  • PROGRESS is about

    16

    EXPLOITTHETECHNOLOGY

    making THECHANGE!!!

  • 17

    asit WAS

  • 18

    asit IS now

  • 19

    If You try totrain an architectYou should focus on

    vision &formnotontechnology

    or building materials

    where is theDIFFERENCE???

  • OneSize Does NotFitAll =>beflexible andready fornumerous options Follow theCustomer => let CXdrive theDesign (andit will beeasier ;-) Exploit thetechnology =>change your mental andbusinessmodel Keep it Simple=> let it beeasy,natural&idiot proof Focus ontheexisting Customers => its cheaper ;-)

    20

    THETAKEAWAYS

  • 21

    ANDDOTHETHINGS!!!

    Itell myemployees thatwe're intheservice business,andit's incidental thatwefly airplanes.

    HerbKelleher

  • SOTHEOTHERSWILLFOLLOW

    22

  • PiotrMERKELpiotr.merkel@iqmart.pl+48504742944

    http://www.linkedin.com/in/piotrmerkel

    CUSTOMEREXPERIENCEMATTERSHowshall YOUdesigntheservicemodeltomeet customer prefferences andneeds?