HOW TO CREATE RAVING FANSDREW BLANCHARD, EVP FINANCIAL SERVICES, HEALTH CARE & INSURANCE

2

LINKAGE OF BUYING BEHAVIORS TO RAVING FAN TREATMENT STRATEGIES

People buy products/services to meet a need

KIAThe Power to

Surprise

MERCEDESThe best or

nothing

TOYOTATake everyone by

surprise

FORDBuilt Ford

Tough

BMWThe Ultimate

Driving Machine

Value per Dollar Brand Image Ease of Use Quality Experience

3

Speed and Ease of Treatment + Flexibility of Treatment Options

67% of customers have tried and failed before they call

CUSTOMERS WANT TO QUICKLY SERVE THEMSELVES

= Customer Forgiveness

Website Mobile App YouTube Facebook

4

Once Self Service Options Have Been ExhaustedHOW TO CREATE A RAVING FAN

Meet their needs on a repeated basis in a variety of different ways

Be the kind of company that others want to be loyal to

Know what your customers want & need

Meeting Customer NeedsRepeatedly Drives Loyalty

Solving Customers Problems Likely Creates Neutrality

5

MOST COMMON APPROACH TO CUSTOMER SERVICE

Today’s measures can be counter productive to driving loyalty

Most clients treat the problem while failing to consider the Customer’s underlying NEED!

FCR

AHT

CSAT

6

UNDERSTANDING FOUR FUNDAMENTAL CUSTOMER NEEDSVS THOUSANDS OF PROBLEM STATEMENTS OR SOLUTIONS

Belonging Importance Reliability Features

• Feeling a part of…

• Bonding

• Significance • Uniqueness

• Certainty • Consistency

• Diversity • Different

Offerings

7

LINKAGE TO BUYING BEHAVIORS TO THE BEST RAVING FAN TREATMENT STRATEGY

KIAThe Power to

Surprise

MERCEDESThe best or

nothing

TOYOTATake everyone by

surprise

FORDBuilt Ford

Tough

BMWThe Ultimate

Driving Machine

Value per Dollar Brand Image Ease of Use Quality Experience

Value per Dollar Brand Image Ease of Use Quality

Reliability / Features Importance / Belonging Importance / Reliability Reliability / Importance Importance / Belonging

8

LANGUAGE LEAVES CLUES There are 5-6 words associated with each need

“Please explain the options available

to me?”

“I want to make sure this is

solved.”

There are 5-6words

associatedwith each need

“How are you goingto fix this for

everyone else?”

“My timeis valuable”IMPORTANCE FEATURES

BELONGING

RELIABILITY

9

HOW TO MEET CUSTOMER NEEDS

EASY CONVENIENT CONSIDERATE

“Thank you for explaining the issue. I can walk you through howto make a transfer using our mobile app and you can also set up areoccurring transfer so you don’t have to worry about this in the future.”

“I’m sorry that you were inconvenienced. Would you like me toshow you how to fix this online so you can be certain of avoidingthis in the future?”

“I apologize that your time was affected by this inconvenience.Let me solve this for you and I will escalate this issue to mymanager so no one else will be impacted by this issue.”

Reliability

Features

Importance Belonging

Importance

Reliability

PRIMARY SECONDARY

10

TREATMENT STRATEGIES

BelongingImportanceReliability

“Let me make sure we fix this for everyone”

Demonstrate understanding

Focus on group

“I am sorry you were inconvenienced”

Focus on inconvenience

Apologize to customer

“I can show youhow to fix that andmake sure it doesn’t happen again”

Focus on facts

Handle efficiently

“Let me walk youthrough the key options available”

Demonstrate knowledge and value of options

Focus on variety And usefulness

Features

11

WHAT’S REQUIRED TO MEET CUSTOMER NEEDS

Meet their needs on a repeated basis in a variety of different ways

Understand your customers’ needs

Know what your customers want & need

Reliability FeaturesImportance BelongingImportance Reliability

Apologize for inconvenience and fix for customer.

Apologize for inconvenience and fix for everyone

Focus on solving the issue and highlight helpful service offerings

PRIMARY SECONDARY PRIMARY SECONDARY PRIMARY SECONDARY

12

SYKES PURPOSE STATEMENT

13

Behavior coaching to drive customer loyalty

Improve First Time EffectivenessTrend analysis (historical and predictive) with root cause analysis/corrective action

Listen to what the customer says, understand their needs and the experience journey

Design the Journey

OperationalizeAcquire talent & train on how to meet customer needs (active learning for employee lifecycle)

SYKESTECHNOLOGY

& DIGITALASSISTANCE

SYKES TECHNOLOGY AND DIGITAL ASSISTANCE

Monitor Effectiveness

HOW TO CREATE RAVING FANSDREW BLANCHARD, EVP FINANCIAL SERVICES, HEALTH CARE & INSURANCE

Treating the person’sneed first and the problem statement second drives loyalty.