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The 7 Fundamentals of a Successful Customer Experience Program Beyond Philosophy Speaker Panel : Colin Shaw, Founder & CEO Zhecho Dobrev, Consultant www.beyondphilosophy.com 1 Beyond Philosophy © 2001 - 2012 All rights reserved

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Page 1: Mobi system 4 account 0721 nxmx

The 7 Fundamentals of a

Successful Customer

Experience Program

Beyond Philosophy

Speaker Panel

:

Colin Shaw, Founder & CEO

Zhecho Dobrev, Consultant

www.beyondphilosophy.com 1 Beyond Philosophy © 2001 - 2012

All rights reserved

Page 2: Mobi system 4 account 0721 nxmx

www.beyondphilosophy.com 2

1. Viewer Window 2. Control Panel

Beyond Philosophy © 2001 - 2012

All rights reserved

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3

Who are Beyond Philosophy?

We work in many countries

across several continents Customer Experience is all

we do!

We are pioneers in the

Customer Experience

space.

Thought leadership is our

differentiator. We have literally written

the books on Customer Experience.

Evidence based consulting -

we look for what really drives

business value

We maintain links with

academia to keep us aligned

with the latest breakthroughs

We put emphasis on the

emotional side of customer

experience

Beyond Philosophy © 2001 - 2012

All rights reserved www.beyondphilosophy.com

Page 5: Mobi system 4 account 0721 nxmx

Bloomberg confirmation…

www.beyondphilosophy.com 5 Beyond Philosophy © 2001 - 2012

All rights reserved

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Increase in Net promoter Score: “As a result of its customer

experience efforts, NPS has improved from -10 to +30”

Increases shipping volume. “Maersk correlated a 4 point

increase in Net Promoter Scores with a 1% increase in

additional volume shipped by customers”.

Training improves Net Promoter Scores in local regions.

“Maersk gave regional divisions the option of putting regional

customer experience councils in place. The 55 regions that have

set up local councils also received a three-day training course in

customer experience improvement methods. The firm then did a

study comparing regions with and without a council. The result:

participating local offices score 10 points higher on their NPS

than those offices that opted out”.

6 Beyond Philosophy © 2001 - 2012

All rights reserved www.beyondphilosophy.com

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7

Seven fundamentals of a successful Customer Experience

program…

Identify what drives & destroys value in your experience

Plan to engage the senior execs and employees

Define the Customer Experience you are trying to deliver

Embrace Customer emotions and experience psychology

Design a deliberate Customer Experience

Establishing effective governance

Implement new measures & remunerate against them

2.

3.

1.

4.

5.

6.

7.

www.beyondphilosophy.com Beyond Philosophy © 2001 - 2012

All rights reserved

Customer

Centric

Page 8: Mobi system 4 account 0721 nxmx

Best Practice:

40 percentage points increase in Net Promoter Score

www.beyondphilosophy.com 8 Beyond Philosophy © 2001 - 2012

All rights reserved

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9

Seven fundamentals of a successful Customer Experience

program…

Identify what drives & destroys value in your experience

Plan to engage the senior execs and employees

Define the Customer Experience you are trying to deliver

Embrace Customer emotions and experience psychology

Design a deliberate Customer Experience

Establishing effective governance

Implement new measures & remunerate against them

2.

3.

1.

4.

5.

6.

7.

www.beyondphilosophy.com Beyond Philosophy © 2001 - 2012

All rights reserved

Customer

Centric

Page 10: Mobi system 4 account 0721 nxmx

Senior management engagement

Realise that they don’t know

what they are talking about!

Be opportunistic

You need to gain their respect -

Don’t be a ‘yes’ person.

Be enthusiastic!

Show me the money!

www.beyondphilosophy.com 10 Beyond Philosophy © 2001 - 2012

All rights reserved

Page 11: Mobi system 4 account 0721 nxmx

Investing in Customer Experience pays off dividends…

Literally!

www.beyondphilosophy.com 11

Source: http://cfigroup.com/downloads/Customer_Satisfaction_and_Stock_Returns_CFI_Group.pdf

Beyond Philosophy © 2001 - 2012

All rights reserved

Page 12: Mobi system 4 account 0721 nxmx

C-level Executives Need to Embrace the Customer

Experience

Investors hate risk

• strong customer retention =

less risk

Good CE generates superior

returns

• Customer satisfaction is critical

for repeat business

• Repeat business is usually

very profitable

• …as long as their loyalty

comes from their satisfaction

and not because prices are low

www.beyondphilosophy.com 12 Beyond Philosophy © 2001 - 2012

All rights reserved

Page 13: Mobi system 4 account 0721 nxmx

Employee engagement

Communications

Training

Customer Experience team

Engagement in experience

design

Ideation

www.beyondphilosophy.com 13 Beyond Philosophy © 2001 - 2012

All rights reserved

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14

Seven fundamentals of a successful Customer Experience

program…

Identify what drives & destroys value in your experience

Plan to engage the senior execs and employees

Define the Customer Experience you are trying to deliver

Embrace Customer emotions and experience psychology

Design a deliberate Customer Experience

Establishing effective governance

Implement new measures & remunerate against them

2.

3.

1.

4.

5.

6.

7.

www.beyondphilosophy.com Beyond Philosophy © 2001 - 2012

All rights reserved

Customer

Centric

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Human being are made up in a certain way

Experience Psychology

We see things and things are

done to us:

Conscious & subconscious

We feel things

Emotions

We act:

Can be seen as rational behaviour

15

Experience Psychology Nature: The need to feel safe

– Maslow and Insurance

Nurture: You should

have insurance

Conscious: Recommends

options for me to keep the

cost of my product plan

within my budget

Subconscious: Listens to

me and acknowledges my

concerns

Emotional Profile Customers do things • Customers complain as

they can’t understand

why they have brought

one product but you treat

as 5 separate products

• Recommend you to

others

• Put phone down when

waiting for you to answer

Beyond Philosophy © 2001 - 2012

All rights reserved www.beyondphilosophy.com

Page 16: Mobi system 4 account 0721 nxmx

A Customer Experience is made up of all these

aspects…

Experience

Rational

Experience Psychology

Emotional

Conscious

Sub

conscious

16 Beyond Philosophy © 2001 - 2012

All rights reserved www.beyondphilosophy.com

Page 17: Mobi system 4 account 0721 nxmx

Most organization are one dimensional

Experience

Rational

Experience Psychology

Emotional

Conscious

Sub

conscious

17

Experience

Rational

Experience Psychology

Emotional

Conscious

Sub

conscious

Most journey mapping tools just look

at the rational experience and miss the

underlying cause of an experience

Beyond Philosophy looks

at all these aspects

Beyond Philosophy © 2001 - 2012

All rights reserved www.beyondphilosophy.com

Page 18: Mobi system 4 account 0721 nxmx

2 years of baseline research with London Business School ( 2005 – 2006) identified

20 emotions clustered into 4 hidden factors and that drive/ destroy value for business.

www.beyondphilosophy.com 18

How do we know which emotions drive business

value?

Beyond Philosophy © 2001 - 2012

All rights reserved

Page 19: Mobi system 4 account 0721 nxmx

Getting a Card 1

Ending my Relationship Extending my Relationship

Servicing my Account Using my Card 2 3

4 Having Financial Difficulty 5 6

Credit card company example…

19

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20

Seven fundamentals of a successful Customer Experience

program…

Identify what drives & destroys value in your experience

Plan to engage the senior execs and employees

Define the Customer Experience you are trying to deliver

Embrace Customer emotions and experience psychology

Design a deliberate Customer Experience

Establishing effective governance

Implement new measures & remunerate against them

2.

3.

1.

4.

5.

6.

7.

www.beyondphilosophy.com Beyond Philosophy © 2001 - 2012

All rights reserved

Customer

Centric

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Organizations are obsessed with fixing the basics

www.beyondphilosophy.com 21

Simplicity

67%

Friendliness Delight/Wow Positive

Emotions

33%

Total Quality Efficiency

8% 8%

Fixing the Basics

Beyond Philosophy © 2001 - 2012

All rights reserved

27%

8%

Source: Beyond Philosophy

original research ‘Seven key

ingredients for a successful

Customer Experience program

in Telecoms”, 2012

Question: Which of the

following elements describe

best the CE you are trying to

deliver?

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22

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Priority Order of the Attributes (Combined desirability and current value)

To

p T

en

Relative Magnitude 0 + -

Desired by Customer Effect on Value

www.beyondphilosophy.com 23 Beyond Philosophy © 2001 - 2012

All rights reserved

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24

Seven fundamentals of a successful Customer Experience

program…

Identify what drives & destroys value in your experience

Plan to engage the senior execs and employees

Define the Customer Experience you are trying to deliver

Embrace Customer emotions and experience psychology

Design a deliberate Customer Experience

Establishing effective governance

Implement new measures & remunerate against them

2.

3.

1.

4.

5.

6.

7.

www.beyondphilosophy.com Beyond Philosophy © 2001 - 2012

All rights reserved

Customer

Centric

Page 25: Mobi system 4 account 0721 nxmx

Yet, are businesses operationalizing emotions?

www.beyondphilosophy.com 25

Yes

Do you use customer journey

maps within your company?

15%

85%

No Yes No

70%

Have you defined what emotions

to evoke at certain customer

touch points?

30%

Beyond Philosophy © 2001 - 2012

All rights reserved

Page 26: Mobi system 4 account 0721 nxmx

Negative Emotion Points

www.beyondphilosophy.com 26

Cognitive

Dissonance

Peak End

Rule

Prospect

Theory

Cognitive

Dissonance

Getting the card

Recommended by a

friend/ direct mail

Evaluation of offer

•Web search

•Conversation with the

agent

Still

interested?

Yes

Receipt of call /

e-mail

confirmation

Awareness

No Did you

miss it?

Getting the card

Cross sold by an agent

Application Wait for confirmation Exit

Receipt of

Welcome pack

Fill in enrollment forms

or call Company

•PP

•Benefit 2 Partners

•Direct Debit

Do you need

your DD and

supp cards

transferred?

Are you

aware of the

waiting time?

Are you

just about

to ?

Yes

No

Chase:

• Benefit 1

• Benefit 2

Yes

Wait

No

Receive

Benefit 1 &

Benefit 2 Cards

Receive

Statement

Is it all clear

to you i.e.

DD set up

etc?

Call to book /

tickets Yes

No

Call to chase the

DD

Receive DD

cancellation

letter

2nd call to chase

the DD

Call to authorise

someone to act

on my behalf

Download 3rd

party

authorisation

form online

PA to call to

book on CM’s

behalf

2nd call to

authorise

someone to act

on my behalf

Apply for a

supplementary

card online

Wait 10 days for

a response from

XXX via the

post

Call XXX to check

status of Benefit 1

card

Call Benefit 1 to

check status of card

Call Benefit 1 to ask

about membership

number

2nd Call to XXX to

check status of PP

card

Yes

No

Fill in & Acct

Disclosure &

Authorisation

form

Send signed

form via post or

fax

Yes

No

Receipt of

Supp card

Beyond Philosophy © 2001 - 2012

All rights reserved

Page 27: Mobi system 4 account 0721 nxmx

27

Seven fundamentals of a successful Customer Experience

program…

Identify what drives & destroys value in your experience

Plan to engage the senior execs and employees

Define the Customer Experience you are trying to deliver

Embrace Customer emotions and experience psychology

Design a deliberate Customer Experience

Establishing effective governance

Implement new measures & remunerate against them

2.

3.

1.

4.

5.

6.

7.

www.beyondphilosophy.com Beyond Philosophy © 2001 - 2012

All rights reserved

Customer

Centric

Page 28: Mobi system 4 account 0721 nxmx

Who owns the Customer Experience?

www.beyondphilosophy.com 28

CEO

(President)

Marketing Operations Customer Service Sales Independent Cross-

Functional CE Unit

Customer

Experience Customer

Experience

Customer

Experience

Customer

Experience

Majority 2nd option Minority

Mature

approach

Beyond Philosophy © 2001 - 2012

All rights reserved

2nd option

Page 29: Mobi system 4 account 0721 nxmx

Five Stages of

Organizational Customer Experience Journey

www.beyondphilosophy.com 29

Responsibility

Au

tho

rity

No need for Chief Customer Officer and control over departments

Beyond Philosophy © 2001 - 2012

All rights reserved

• However:

• Dispose of limited budget

• No authority to:

• affect change in other departments

• access budgets in other departments

• Identify Problems

• Findings passed up the chain for others to act

• Study Customer Expectations

• Analyse Cust. Feedback

• Responsible for:

• customer measures

• Prioritise initiatives

• Facilitate changes

• Consult other department

• Equal authority to any of the

functional groups

• Decisions have to be signed by

the CE member

• Veto rights

• CE people introduced earlier on in the process

- two gate entries e.g. in the design phase and

later on in the final testing phase

• Meet the board twice a month

• Appointments to talk to the CEO

• Chief Customer Officer

• Authority over other departments

• HR

• Ops

• Inputs into Operational Budgets

• Sets the customer measures and is

responsible for achievement cross-functionally:

• Sets the cultural framework

Naïve Stage

Low End Transactional Stage

High End Transactional Stage

Enlightened Stage

Natural Stage

Page 30: Mobi system 4 account 0721 nxmx

30

Seven fundamentals of a successful Customer Experience

program…

Identify what drives & destroys value in your experience

Plan to engage the senior execs and employees

Define the Customer Experience you are trying to deliver

Embrace Customer emotions and experience psychology

Design a deliberate Customer Experience

Establishing effective governance

Implement new measures & remunerate against them

2.

3.

1.

4.

5.

6.

7.

www.beyondphilosophy.com Beyond Philosophy © 2001 - 2012

All rights reserved

Customer

Centric

Page 31: Mobi system 4 account 0721 nxmx

www.beyondphilosophy.com 31 Beyond Philosophy © 2001 - 2012

All rights reserved

Page 32: Mobi system 4 account 0721 nxmx

32

Seven fundamentals of a successful Customer Experience

program…

Identify what drives & destroys value in your experience

Plan to engage the senior execs and employees

Define the Customer Experience you are trying to deliver

Embrace Customer emotions and experience psychology

Design a deliberate Customer Experience

Establishing effective governance

Implement new measures & remunerate against them

2.

3.

1.

4.

5.

6.

7.

www.beyondphilosophy.com Beyond Philosophy © 2001 - 2012

All rights reserved

Customer

Centric

Page 33: Mobi system 4 account 0721 nxmx

Naive to Natural

33

Unconscious

Competence

Conscious Competence

Conscious Incompetence

Unconscious

Incompetence

Sub- conscious

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34

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35

Seven fundamentals of a successful Customer Experience

program…

Identify what drives & destroys value in your experience

Plan to engage the senior execs and employees

Define the Customer Experience you are trying to deliver

Embrace Customer emotions and experience psychology

Design a deliberate Customer Experience

Establishing effective governance

Implement new measures & remunerate against them

2.

3.

1.

4.

5.

6.

7.

www.beyondphilosophy.com Beyond Philosophy © 2001 - 2012

All rights reserved

Customer

Centric

Page 36: Mobi system 4 account 0721 nxmx

www.beyondphilosophy.com 36 Beyond Philosophy © 2001 - 2012

All rights reserved

Page 37: Mobi system 4 account 0721 nxmx

Colin Shaw Founder & CEO @ColinShaw_CX Zhecho Dobrev Consultant @ZhechoDobrev

Thank you!

www.beyondphilosophy.com