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Kinesis CEM, LLC
Research Tools to Monitor Planned Interactions Through the Customer Life Cycle
https://blog.kinesis-cem.com/2015/05/19/research-tools-to-monitor-planned-interactions-through-the-customer-life-cycle/
Eric Larse is co-founder of Seattle-based Kinesis, which helps companies plan and execute their customer experience strategies. Mr. Larse can be reached at [email protected].
http://www.kinesis-cem.com
kinesis-cem.com 206.285.2900 [email protected]
Research Tools to Monitor Planned Interactions Through
the Customer Life Cycle
Increase Customer Profitability
Up-Selling & Cross-Selling
Planned Service
Interactions
Triggered by Changes in:
- Customer Purchasing Patterns- Account Usage- Financial Situation- Family Profile- etc.
Planned Service
Interactions
Key to Planned Interactions is Appropriateness
Managers Need to Align Execution Quality (Cause) to Customer Impressions (Effect)
Planned Service
Interactions
Test Cause and Effect
How do customers respond to planned
interactions?
ResearchPlanned
Interactions
Ask yourself, what customer interactions are
planned based on customer behavior?
- Map the Process- Research Objectives
- Informed Judgment of How to Measure It
Define the Campaign
Assume a brand has a campaign to trigger planned interactions based on triggers from:
- Tenure- Recency- Frequency- Share of Wallet- Transaction Amount
ForExample
Planned interactions are segmented into the following
phases of the customer lifecycle:
ForExample
AcquireOnboardEngageGrowRetain
Often it is instructive to think of customer experience research in
terms of the brand-customer interface. Brand
Customer Interface
Back to Our Model
AcquireOnboardEngageGrowRetain
Engagement PhaseCustomer Side Brand Side
Post-Transaction Surveys Transactional Mystery Shopping
Overall Satisfaction Surveys
Alternate Delivery Channel Shopping
Employee Surveys
Research Both Sides of Brand-Customer
Interface
Growth Phase Customer Side Brand Side
Awareness Surveys Cross-Sell Mystery Shopping
Wallet Share Surveys
Research Both Sides of Brand-Customer
Interface
Retention PhaseCustomer Side Brand Side
Lost Customer Surveys Life Cycle Mystery Shopping
Comment Listening
Research Both Sides of Brand-Customer
Interface
Research without call to action may be interesting,
but not very useful. Regardless of the research choices you make, be sure
to build call to action elements into research
design.
Call to Action
Link Observations to a Dependent Variable:
Purchase Intent
MysteryShopping
Call to Action
Test Effectiveness of Onboarding By Benchmarking Against:
- Would Recommend- Customer Advocacy
- Primary Provider
SurveysCall to Action
The likelihood of the customer recommending the brand to a
friend relative or colleague.Would
Recommend
The extent to which the customer agrees with the statement, “you
care about me, not just the bottom line?”
CustomerAdvocacy
Does the customer consider the brand their primary
provider for similar services?Primary Provider
