Post on 22-Nov-2014
description
Intentional Emotional
Likelihood to continue using Preferred provider Gives something different
Rational Value you as a customer Relationship based on trust
Satisfaction Likelihood to recommend/NPS
Key elements of a customer relationship
2
Intentional Emotional
RationalEmotionally & Rationally
Connected
Emotionally
Connected
Indifferent Disconnected
Customer relationship segmentation
Rationally
Connected
Fully Connected
3
6
PRICEINCREASE
7
PRICEINCREASE
Fully Connected
19%
Emotionally & Rationally Connected
10%
Rationally Connected
16%
Emotionally Connected
7%
Indifferent
38%
Disconnected 10%
Mobile network
operators
9
Fully Connected
19%
Emotionally & Rationally Connected
10%
Rationally Connected
16%
Emotionally Connected
7%
Indifferent
38%
Disconnected 10%
Relationship Score 4.7
Relationship Score 4.0
Average Relationship Score 3.5 10
Mobile network
operators
Fully Connected
19%
Emotionally & Rationally Connected
10%
Rationally Connected
16%
Emotionally Connected
7%
Indifferent
38%
Disconnected 10%
Relationship Score 4.7
Relationship Score 3.7
Relationship Score 3.6
Relationship Score 4.0
11
Mobile network
operators
Average Relationship Score 3.5
Fully Connected
19%
Emotionally & Rationally Connected
10%
Rationally Connected
16%
Emotionally Connected
7%
Indifferent
38%
Disconnected 10%
Relationship Score 4.7
Relationship Score 3.7
Relationship Score 3.6
Relationship Score 3.0
Relationship Score 1.9
Relationship Score 4.0
Mobile network
operators
12Average Relationship Score 3.5
Fully Connected
19%
Emotionally & Rationally Connected
10%
Rationally Connected
16%
Emotionally Connected
7%
Indifferent
38%
Disconnected 10%NPS +87
NPS +29
NPS -23
NPS -62
NPS -98
NPS +38
Average NPS -9 13
Mobile network
operators
24 20 19 19 15 15 13
1111 10 8 16 14
10
12 15 16 18 149
11
9 8 7 7 813
8
34 37 38 36 40 42
41
10 9 10 11 7 717
Service provider benchmarks
Fully Connected
Rationally Connected
Emotionally Connected
Indifferent
Disconnected
Emotionally & Rationally Connected
14
Fully Connected
19%
Emotionally & Rationally Connected
10%
Rationally Connected
16%
Emotionally Connected
7%
Indifferent
38%
Disconnected 10%Likely to switch 8%
Likely to switch 13%
Likely to switch 27%
Likely to switch 32%
Likely to switch 66%
Likely to switch 14%
Average likely to switch 24% 15
Mobile network
operators
16
28%
MNO
24%18%
9% 5%16%
ISP Utility Pay TV Finance Other
Fully Connected
19%
Emotionally & Rationally Connected
10%
Rationally Connected
16%
Emotionally Connected
7%
Indifferent
38%
Disconnected 10%
Complained 26%Fully resolved 67%
Complained 28%Fully resolved 48%
Complained 30%Fully resolved 51%
Complained 31%Fully resolved 32%
Complained 53%Fully resolved 3%
Complained 23%Fully resolved 60%
Average Complained 30%Average Fully resolved 39% 17
Mobile network
operators
76 71 80 73 72 64
6354
6246 52
40
6158
67
57 53
57
3436
30
17 21
17
Social media
Email / website
In-store
Telephone
Segmentation and channel interactions
Fully Connected Rationally Connected
Emotionally Connected Indifferent Disconnected
Emotionally & Rationally Connected
18
19
Range of products & services
Ease of understanding products & services
Staff professionalism
Service provided
Relevance of products & services
New & innovative products & services
Treat you as an individual
Let’s you communicate how you want
Competitive charges / fees
Value for money
Clarity of communication with you
Staff knowledge
Let’s you communicate when you want
Ease of communicating with them
Ability to solve problems
Responsiveness to problems & requests
Reward your loyalty
Staff empathy
Relevance of communications to you
Amount of communications received
Staff play a critical role ...Fully Connected Rationally
ConnectedEmotionally Connected Indifferent Disconnected
Emotionally & Rationally Connected
20
Customer experience elements that separate the more connected segments
Staff professionalism; Range of products/services;Innovation; Value for money; Competitive
fees/charges
Staff knowledge; Staff empathy; Treating as an individual; Amount of communications; Ease of contact, Relevance of products,
Competitive charges, Reward for loyalty; Communicate when want to
Key differences between Fully Connected &
Emotionally & Rationally Connected
Key differences between Emotionally & Rationally
Connected and Emotionally Connected
Key differences between Emotionally Connected and
Rationally Connected
Staff professionalism; Responsiveness; Resolve issues; Treat as an individual; Relevance of products, Amount & clarity of communications; Value for money; Easy to understand products; Communicate as want to
Treat you as an individual
21
Range of products & services
Ease of understanding products & services
Staff professionalism
Service provided
Relevance of products & services
New & innovative products & services
Let’s you communicate how you want
Competitive charges / fees
Value for money
Clarity of communication with you
Staff knowledge
Let’s you communicate when you want
Ease of communicating with them
Ability to solve problems
Responsiveness to problems & requests
Reward your loyalty
Staff empathy
Relevance of communications to you
Amount of communications received
Outbound communications can disconnectFully Connected Rationally
ConnectedEmotionally Connected Indifferent Disconnected
Emotionally & Rationally Connected
69
49 4841 43 41 46
39
16
2536
22
4442 35 49
1224
14
36
10 1614
10
Post
Social media
In-store
Telephone
Email / website
Preferred communication channels
Make a payment
Contract renewal
General enquiry
Change handset
Query a bill
Report a fault
Make a complaint
Report lost phone
22
Mobile service provider segmentation
1925 23 20 19 17 17 14 14
1010 12
126 10 10
10 8
16
2517 20
20 12 14 1610
7
58 6
57 4 7
6
38
2933
3139
3846 42
47
10 5 6 12 1215
10 11 15
Fully Connected
Rationally Connected
Emotionally Connected
Indifferent
Disconnected
Emotionally & Rationally Connected
Average
NPS -9 +11 -1 +1 -13 -21 -17 -18 -30
23
24
Brand momentum
Ahead of the game
1
Puts customers first
Treats customers fairly
Reliable/dependable
Easy to interact with
2 3 4 5 6 7 8
Rank
Thanks for your time today!
Lee Langfordllangford@harrisinteractive.com@langford_lee020 8263 526307966 339 606
Debbie Seniordsenior@harrisinteractive.com@debbie_senior020 8263 528107989 388 825
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