20161121_Minds&More : the telenet helemaal mee case - a prime example of customer experience in...
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Transcript of 20161121_Minds&More : the telenet helemaal mee case - a prime example of customer experience in...
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CUSTOMER EXPERIENCE IN ACTION
Break out 1Cross functional track14:00 – 14:45
Annelies D’hondt, Customer Experience specialist
Berit Bel, Associate at Minds&More & Customer Experience Expert
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Part 1: Setting the scene• What is Customer Experience?• Building a CX strategy: AS IS, Vision, Gap analysis & CX
Roadmap
Part 2: The CX toolkit• Measuring CX & Value model• Design methodology • Operating model
Part 3: CX as a driver for change• Ecosystem• Maturity stages
Today’s Journey
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Part 1: Setting the scene
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What is Customer Experience?
Positive Experiences• Loyalty• Advocacy
• Repeat Customer
Negative Experiences• Hoppers• Haters• Churn
Aware Interest Decide Install Start Pay Use Info HelpCom-plain
Opti-mize
Re-commit
Leave
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ReceiveOffer
ReceiveBest-Fit
Report Issue
Look forAnswers
UseProduct
Receive1st Bill
ReceiveLog-In
ReceiveVisit
Call toleave
NAChooseProduct
Get Offer
Read Press
What experience are you delivering today?
Word of Mouth
Hear Radio
….
See online Ads
…
DiscussNeeds
Get Quote
InquireCondition
Get Info
Pay
ChooseInstall
Receivestart Info
SignContract
Order Product
Receiveinfo
ReceiveProducts
…
ReceiveWelcome
UseProduct
Upload Accessory
…
Pay Bill
Receive Billrecurrent
…
Receive BillInsert
…
UseAccessory
Contact Helpdesk
ReceiveCSAT
…
FindAnswers
…
BookRepair
ReceiveVisit
ReceiveFeedback
ReceiveDiagnosics
ReceiveFreebies
…
Get Invited
ForcedMigration
Migrate bychoice
…
ReceiveCall
…
ReceiveCall back
Aware Interest Decide Install Start Pay Use InfoCom-plain
Opti-mize
Re-commit
LeaveHelp
…
…
…
…
…
…
…
…
…
…
…
…
…
…
…
Under Customer Expectations
Beyond Customer Expectations
At par with Customer Expectations
Moment-Of-Truth
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The Vision
ACCESS PRODUCT PRICE SERVICE BRAND AFFINITY
ACCESS
PRODUCT
PRICE
SERVICE
BRAND AFFINITY
DOMINATE
DIF
FE
RE
NT
IAT
E
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Translating the Vision to the Journey
Aware Interest Decide Install Start Pay Use Info HelpCom-plain
Opti-mize
Re-commit
Leave
-12,5%
-10,0%
-7,5%
-5,0%
-2,5%
0,0%
2,5%
5,0%
7,5%
10,0%
12,5%
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GAP Analysis
-12,5%
-10,0%
-7,5%
-5,0%
-2,5%
0,0%
2,5%
5,0%
7,5%
10,0%
12,5%
Actual Gap
LT GapELT
Product XP
Support
Loyalty Leave
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Create the CX Roadmap and governance
ELT Product XP Support Reward/recommit
Leave
Diagnose through root cause analysis
Determine what needs to improve: tactics
Group into projects and prioritise
Build CX Roadmap
Governance: Track LEAD and workstream leads
CX
Steerco
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Part 2: Customer Experience Toolkit
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CX toolkit: VOC Model
rNPS
pNPS sNPS
Product satisfaction
drivers
Process satisfaction
drivers
tNPS
Process satisfaction
drivers
Correlations allow for
-> driver analysis
REPUTATION
DRIVERS
BRAND
PERCEPTION
Relational tracker
Transactional tracker
STRATEGYPRODUCT IMPROVEMENT
CONTINUOUS IMPROVEMENT
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CX Toolkit: Value Model
Example: Turning a VERY HIGH VALUE Extreme Detractor intoa Promotor yields a 10 + 5 euros ARPU increase 1 year later
Step 1Divide base into value tiers…
… and determine average value evolution after 12 mnths
Step 2Divide base into NPS tiers
Step 3Value delta per cell in churn,
sales and usage
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Phases, steps, touchpoints
Emotions/thoughts
Needs / MOTs
TO BE XP
Channel mix
Front & Backend change requirements
CX Toolkit: Journey Mapping Methodology
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Part 3: Customer Experience
a driver for change
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HR
MARKETINGOPERATIONS
ITENGINEERING
LEGAL
FINANCE
PROJECT GOVERNANCE
CORPORATE STRATEGY
CONTINUOUS IMPROVEMENT
OMNICHANNELSTRATEGY
TAC
TIC
AL
FUN
CTI
ON
AL
CU
LTU
RE
ENG
AG
EMEN
T
CX ECO-System
STRA
TEGIC
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INTEGRATES
CX Maturity Stages
Ded
ica
ted
toC
ust
om
er
Integrated in organization
STRUGGLES CONVINCES CHALLENGES SUPPORTS
IGNORED HEARD UNDERSTOOD ENGAGED APPRECIATED
EMBARK
ENGAGE
COMMIT
EXCEL
EMBED
CX team …
Customer feels…
5
4
3
2
1
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Customer Experience puts the heart
into everything you do
Thank you