CX PROFESSIONALS GUIDE TO CUSTOMER EXPERIENCE MANAGEMENT PROCESS IMPLEMENTATION?

FIND OUT IN REAL-TIME WHY YOUR CUSTOMERS BUY OR DON’T BUY YOUR PRODUCTS AND SERVICES.

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BENEFITS

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12 STEPS (7 ONE-TIME + 5 CONTINUOUS)

7. Integrate Systems

6. Enrich Data

5. Create an Analysis Framework

4. Create a Listening System

3. Engage Employees

2. Get Management Commitment

1. Understand Loyalty 1. Listen  

2. Analyze  

3. Distribute Insights

4. Act

5. Communicate

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PLAN& PREPARE

7. Integrate Systems

6. Enrich Data

5. Create an Analysis Framework

4. Create a Listening System

3. Engage Employees

2. Get Management Commitment

1. Understand Loyalty

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1. UNDERSTAND LOYALTY•  Know what the marketing has promised – understand what the

customers expect! •  Loyal customers

–  Stay longer. –  Buy more and they buy more often. –  Cost less to serve. –  Insulate from price competition. –  Act as brand ambassadors. –  Provide honest, high-quality feedback.

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2. GET MANAGEMENT COMMITMENTMetrics – Dashboards – Strategic Themes – Customer Proposition - Company Values

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3. ENGAGE EMPLOYEES

•  Motivation – with HR •  Ideas •  Proxy

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“I am not happy with work-life balance”

“I have an idea for a product feature…”

“Customer told me that…”

4. CREATE A LISTENING SYSTEM

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Many channels Opt-in Intelligent Surveys Transactional Short Drive volume

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CES

CSAT

NPS

5. CREATE AN ANALYSIS FRAMEWORK

Consistent Accurate

Relevant

Encompassing

h'p://www.etuma.com/blog/feedback-­‐analysis-­‐requirements  

UNDERSTAND THE NATURE OF FEEDBACK LANGUAGEî RESOURCESî DIY <-> TURN-KEY SERVICE

HIGH QUALITY

ANALYSIS

•  Touchpoint–  Industry Categories

•  Keywords•  Category Specific Sentences

•  Long-tail Categories–  Keywords–  Long-tail Category Specific Sentences

•  Own and competitors brands•  Sentiment

–  Category specific–  Whole comment

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6. ENRICH DATA•  (T)NPS = Score + Comment + Demographics+ Purchase Behavior •  Demographics: Address, Gender, •  Purchase Behavior: What they buy, how much they buy, where they

usually shop •  Demographics + Purchase Behavior + Comment = Segmentation

and Personalization

•  But, don’t ever ask demographic or purchase behavior information in TNPS, because it makes you look incompetent. Enrich the data by linking customer record into feedback analysis data

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7. INTEGRATE SYSTEMS

Survey &

Listening System

Open-text Feedback Analysis

Reporting

Case/Task Management

Management Dashboard

E.g. Qlik, Tableau

Statistical Analysis

E.g. SPSS, SAP, Excel

Enrich  Data  

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CONTINUOUS PART OF THE PROCESS

1. Listen  

2. Analyze  

3. Distribute Insights

4. Act

5. Communicate

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LISTEN

Feedback Forms/ Emails

Contact Center Surveys

NPS/CSAT/ CES

Support&Product Forums

Social Media

Task Lists

Customer Propositions

Company Values

STRATEGIC MANAGEMENT

EMPLOYEE ENGAGEMENT

Employee Pulse

Employee Suggestions

Customer Comments

via Employees

Research Tools

Management Reports

Strategic Goals

Field Workers

Area / Store /

Department Manager

Statistical Analysis

Predictive Modelling KPI’s

Mana-gement

Dashboards

Mana-gement Reports

DISTRIBUTE INSIGHTS

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1.  LISTEN  

3.  DISTRIBUTE  INSIGHTS  

2.  ANALYZE  

Analyst Tool

Case Management

Feedback Analysis Service

4. ACT

Listening and

Survey System

Analysis Results

Automatic Issue

Detection

Trends, Correlation, Comparison, Weak Signals

Manual Case

Creation

Automatic Task

Creation

Automatic Case

Creation

Feedback Reporting

Data Analyst

Case Admin Case Prioritization, Resourcing and Scheduling

Role-based Reports

Manual Issue

Detection

Manual Case

Creation

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5. COMMUNICATE

•  Tell customers how their feedback improved the service.

•  Tell employees about positive/negative customer feedback.

•  Tell employees how their ideas affected product development.

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THANK YOU!

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Matti Airas, CEO and Co-founder, Etuma Ltdmatti.airas@etuma.com, +358 40 822 2010

https://fi.linkedin.com/in/mattiairas#eip