Research Tools to Monitor Planned Interactions Through the Customer LifeCycle

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Transcript of Research Tools to Monitor Planned Interactions Through the Customer LifeCycle

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 elarse@kinesis-cem.com.

http://www.kinesis-cem.com

kinesis-cem.com 206.285.2900 info@kinesis-cem.com

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