4C Consulting - Breakfast Seminar: Customer Experience Feedback Systems
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Transcript of 4C Consulting - Breakfast Seminar: Customer Experience Feedback Systems
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Customer Experience Feedback SystemsCustomer Experience Feedback SystemsBreakfast at 4C ConsultingCustomer experience feedback systems: concept and case study by Telenet for Business
Mechelen, 21/02/2014 | More information: [email protected]
#4CSEM
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We build ‘customer companies’
accessibleeverywhere
loves(to know)
its customers
connected24/7
highly profitable
engagesin everyinteraction
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Breakfast @ 4CC | Customer Experience Feedback Systems | 21st February 2014 | Twitter: #4CSEM
Transformation“Architects”
Solutions“Engineers”
Insight“Scientists”
We build ‘customer companies’
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01 Welcome to the Age of the Customer
Content
02 Measurement Ecosystem
03 Case Study: Telenet for Business
06 Questions?
Breakfast @ 4CC | Customer Experience Feedback Systems | 21st February 2014 | Twitter: #4CSEM
Solution powered by Salesforce & Clicktools04
05 Key take‐aways
#4CSEM
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Age of Manufacturing
Mass manufacturing makes individual power houses successful
Age of Distribution
Global connections and transportation systems make distribution key
Age of Information
Connected PCs and supply chains mean thosewho control the information flow dominate
Age of the Customer
Power comes from emotionally engaging with empowered customers
Breakfast @ 4CC | Customer Experience Feedback Systems | 21st February 2014 | Twitter: #4CSEM
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Breakfast @ 4CC | Customer Experience Feedback Systems | 21st February 2014 | Twitter: #4CSEM
Pay more
Buy more
Stay loyal
Forgive hiccups
Cost less
Promoteyou
emotionalcustomer engagement
greatcustomer experiences
long‐termbusinessvalue
Deliberate
Emotional
Consistent
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Breakfast @ 4CC | Customer Experience Feedback Systems | 21st February 2014 | Twitter: #4CSEM
Pay more
Buy more
Stay loyal
Forgive hiccups
Cost less
Promoteyou
emotionalcustomer engagement
long‐termbusinessvalue
86% of consumers will pay up to 25% more for a better customer experience.(Source: RightNow Customer Experience Impact Report 2011)
+20% increase in ‘Likelihood to recommend’ relative to industry averages (Source: Temkin Group 2012)
+18% increase in ‘Willingness to repurchase’ relative to industry averages (Source: Temkin Group 2012)
-19% decrease in ‘Likelihood to switch’ relative to industry averages (Source: Temkin Group 2012)
Source: Watermark Consulting
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Breakfast @ 4CC | Customer Experience Feedback Systems | 21st February 2014 | Twitter: #4CSEM
greatcustomer experiences
Deliberate
Emotional
Consistent
Strategic positioningCustomer experience identityCross‐channel
strategyBusiness case design
Segmentation & personasValue drivers (USP+ESP)
Customer journeymappingCustomer advisoryboard
Customer journey designMoT designService blueprinting
CRM requirementsPrototyping & Piloting
Service recovery & complaints handling
Project & program management
DNA building blocksBehavioral principles
Change management, coaching & Training
Experienceassessment Customer feedback system
Social listening
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01 Welcome to the Age of the Customer
Content
02 Measurement Ecosystem
03 Case Study: Telenet for Business
06 Questions?
Breakfast @ 4CC | Customer Experience Feedback Systems | 21st February 2014 | Twitter: #4CSEM
Solution powered by Salesforce & Clicktools04
05 Key take‐aways
#4CSEM
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Breakfast @ 4CC | Customer Experience Feedback Systems | 21st February 2014 | Twitter: #4CSEM
MysteryShopping
Observations
Web monitoring
Ad Hoc Surveys
SocialListening
ContinuousFeedback
Complaints& compliments
Transactionaldata
Financialdata
Reviews Customer Boards
Operationaldata
ContextualInterviews
Customer ExperienceMeasurement Ecosystem
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Breakfast @ 4CC | Customer Experience Feedback Systems | 21st February 2014 | Twitter: #4CSEM
MysteryShopping
Observations
Web monitoring
Ad Hoc Surveys
SocialListening
ContinuousFeedback
Complaints& compliments
Transactionaldata
Financialdata
Reviews Customer Boards
Operationaldata
ContextualInterviews
Single Customer View Driver Analysis Predictive Insights
Cross‐channelConvenience
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Breakfast @ 4CC | Customer Experience Feedback Systems | 21st February 2014 | Twitter: #4CSEM
MysteryShopping
Observations
Web monitoring
Ad Hoc Surveys
SocialListening
ContinuousFeedback
Complaints& compliments
Transactionaldata
Financialdata
Reviews Customer Boards
Operationaldata
ContextualInterviews
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Breakfast @ 4CC | Customer Experience Feedback Systems | 21st February 2014 | Twitter: #4CSEM
MysteryShopping
Observations
Web monitoring
Ad Hoc Surveys
SocialListening
ContinuousFeedback
Complaints& compliments
Transactionaldata
Financialdata
Reviews Customer Boards
Operationaldata
ContextualInterviews
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For every customer who bothers to complain, there are 26 other who remain silentSource: Lee Resource Inc | Infographic by 4C Consulting
Breakfast @ 4CC | Customer Experience Feedback Systems | 21st February 2014 | Twitter: #4CSEM
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Breakfast @ 4CC | Customer Experience Feedback Systems | 21st February 2014 | Twitter: #4CSEM
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Breakfast @ 4CC | Customer Experience Feedback Systems | 21st February 2014 | Twitter: #4CSEM
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Breakfast @ 4CC | Customer Experience Feedback Systems | 21st February 2014 | Twitter: #4CSEM
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Breakfast @ 4CC | Customer Experience Feedback Systems | 21st February 2014 | Twitter: #4CSEM
5,5 million feedbackssince June 2012
Average of 10K per day
Has created a new kind of positive interactionbetween staff and the
passengers
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Breakfast @ 4CC | Customer Experience Feedback Systems | 21st February 2014 | Twitter: #4CSEM
Need for an integrated continuous feedback system
Who? Why?
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Integrated Feedback | 4 key questions
Breakfast @ 4CC | Customer Experience Feedback Systems | 21st February 2014 | Twitter: #4CSEM
WHY?
WHO?
HOW? WHAT?
Why would you continously measure your experience?What will you do once you have the insights?
How will you collect the data?How will you to dispatch and
report the insights?
What do you want to know?Which KPIs will you measure?
Whose feedback are you after?How often do you need these insights?
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Breakfast @ 4CC | Customer Experience Feedback Systems | 21st February 2014 | Twitter: #4CSEM
why?
Remediate dissatisfaction on an individual customer level
Structurally improve the customer experience
Complete the single customer view
Motivate & reward employees
Increase the customer experience by showing you care
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Breakfast @ 4CC | Customer Experience Feedback Systems | 21st February 2014 | Twitter: #4CSEM
what?
Performance / perception at the Moments of Truth
KPI + open‐ended question
2‐5 questions
Straight after the interactionContinuously
Complete with an ‘End‐to‐End’ evaluation
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Breakfast @ 4CC | Customer Experience Feedback Systems | 21st February 2014 | Twitter: #4CSEM
who?
All customers: no sampling
Beware forresources impact
Beware for survey pressure
Think beyond customers
B2B: DMU ifointeraction
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Breakfast @ 4CC | Customer Experience Feedback Systems | 21st February 2014 | Twitter: #4CSEM
how?
Integrated in CRM
Close‐the‐loop: service recovery workflows
Automated trigger‐driven deployment
Reports & dashboards dispatch
Sharing for motivation & rewards
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01 Welcome to the Age of the Customer
Content
02 Measurement Ecosystem
03 Case Study: Telenet for Business
06 Questions?
Breakfast @ 4CC | Customer Experience Feedback Systems | 21st February 2014 | Twitter: #4CSEM
Solution powered by Salesforce & Clicktools04
05 Key take‐aways
#4CSEM
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Telenet for BusinessTelenet for Business
I just called… Michel DefloorMarketing Director
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Product
Price
BrandAccess
Service/Experience
Product
Price
BrandAccess
Service/Experience
Breakfast @ 4CC | Customer Experience Feedback Systems | 21 t F b 2014 | T itt
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Breakfast @ 4CC | Customer Experience Feedback Systems | 21 t F b 2014 | T itt
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ICT vendor Company
B2B CustomerSatisfaction
(/10)1. Apple 8.12. Telenet, Dell, HP 7.8………11. Belgacom 7.4…13. Mobistar 7.2
Source: Smart Business Strategies ICT book 2013-2014Breakfast @ 4CC | Customer Experience Feedback Systems | 21 t F b 2014 | T itt
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Breakfast @ 4CC | Customer Experience Feedback Systems | 21 t F b 2014 | T itt
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Discovery PurchaseDelivery,
installation and activation
Usage Customer support Billing
12
3 45 6 7 8
9 10 11 12
13 14 15 1617 18
19
2021
22 2324
Customer Journey
Breakfast @ 4CC | Customer Experience Feedback Systems | 21 t F b 2014 | T itt
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Breakfast @ 4CC | Customer Experience Feedback Systems | 21 t F b 2014 | T itt
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Breakfast @ 4CC | Customer Experience Feedback Systems | 21 t F b 2014 | T itt
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Breakfast @ 4CC | Customer Experience Feedback Systems | 21 t F b 2014 | T itt
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Breakfast @ 4CC | Customer Experience Feedback Systems | 21st February 2014 | Twitter: #4CSEM
MysteryShopping
Observations
Web monitoring
Ad Hoc Surveys
SocialListening
ContinuousFeedback
Complaints& compliments
Transactionaldata
Financialdata
Reviews Customer Boards
Operationaldata
ContextualInterviews
Customer ExperienceInsight Ecosystem
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Breakfast @ 4CC | Customer Experience Feedback Systems | 21 t F b 2014 | T itt
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How likely is it that you will recommend Telenet?
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Buy Delivery &
Install
Use
Pay
Get Help&
Change
Get Support
End to End
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Breakfast @ 4CC | Customer Experience Feedback Systems | 21 t F b 2014 | T itt
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Thanks!
Breakfast @ 4CC | Customer Experience Feedback Systems | 21 t F b 2014 | T itt
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01 Welcome to the Age of the Customer
Content
02 Measurement Ecosystem
03 Case Study: Telenet for Business
06 Questions?
Breakfast @ 4CC | Customer Experience Feedback Systems | 21st February 2014 | Twitter: #4CSEM
Solution powered by Salesforce & Clicktools04
05 Key take‐aways
#4CSEM
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Breakfast @ 4CC | Customer Experience Feedback Systems | 21st February 2014 | Twitter: #4CSEM
Setup Clicktools | Directly in Salesforce
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Breakfast @ 4CC | Customer Experience Feedback Systems | 21st February 2014 | Twitter: #4CSEM
Step 1 | Create surveywhat?
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Survey
Store
Trigger
Breakfast @ 4CC | Customer Experience Feedback Systems | 21st February 2014 | Twitter: #4CSEM
how?
Customer
Step 2 | Collect data
Customer interactione.g. “Deal closed”
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Breakfast @ 4CC | Customer Experience Feedback Systems | 21st February 2014 | Twitter: #4CSEM
Step 3 | Store in Salesforce
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Breakfast @ 4CC | Customer Experience Feedback Systems | 21st February 2014 | Twitter: #4CSEM
View NPS results instantly in both Account and Contact page. Help representatives shape their discussions with customers with knowledge of customer feedback
Step 3 | Store in Salesforce
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Breakfast @ 4CC | Customer Experience Feedback Systems | 21st February 2014 | Twitter: #4CSEM
Step 4 | Dashboarding
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Breakfast @ 4CC | Customer Experience Feedback Systems | 21st February 2014 | Twitter: #4CSEM
Step 4 | Dashboarding ‐ Comments
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Breakfast @ 4CC | Customer Experience Feedback Systems | 21st February 2014 | Twitter: #4CSEM
Step 4 | Dashboarding ‐ Scores per department
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Breakfast @ 4CC | Customer Experience Feedback Systems | 21st February 2014 | Twitter: #4CSEM
Step 4 | Dashboarding ‐ Scores per manager
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Dispatch
Survey
Store
Customer interactione.g. “Deal closed”
Trigger
Agent / AM / Team leader / ...
Breakfast @ 4CC | Customer Experience Feedback Systems | 21st February 2014 | Twitter: #4CSEM
how?
Customer
Step 4 | Close the loop
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Breakfast @ 4CC | Customer Experience Feedback Systems | 21st February 2014 | Twitter: #4CSEM
Step 4 | Close the loop – Share the joy
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Breakfast @ 4CC | Customer Experience Feedback Systems | 21st February 2014 | Twitter: #4CSEM
Step 4 | Close the loop – Create activities
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Breakfast @ 4CC | Customer Experience Feedback Systems | 21st February 2014 | Twitter: #4CSEM
Step 4 | Close the loop
Will do!
Please contact Eric
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Dispatch
Document
Survey
Store
Customer interactione.g. “Deal closed”
Trigger
Agent / AM / Team leader / ...
Breakfast @ 4CC | Customer Experience Feedback Systems | 21st February 2014 | Twitter: #4CSEM
how?
Customer
Probing
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Breakfast @ 4CC | Customer Experience Feedback Systems | 21st February 2014 | Twitter: #4CSEM
Step 4 | Close the loop
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01 Welcome to the Age of the Customer
Content
02 Measurement Ecosystem
03 Case Study: Telenet for Business
06 Questions?
Breakfast @ 4CC | Customer Experience Feedback Systems | 21st February 2014 | Twitter: #4CSEM
Solution powered by Salesforce & Clicktools04
05 Key take‐aways
#4CSEM
![Page 60: 4C Consulting - Breakfast Seminar: Customer Experience Feedback Systems](https://reader034.fdocuments.us/reader034/viewer/2022051513/547eafceb4af9fb4158b56a2/html5/thumbnails/60.jpg)
Breakfast @ 4CC | Customer Experience Feedback Systems | 21st February 2014 | Twitter: #4CSEM
Pay more
Buy more
Stay loyal
Forgive hiccups
Cost less
Promoteyou
emotionalcustomer engagement
greatcustomer experiences
long‐termbusinessvalue
Deliberate
Emotional
Consistent
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Breakfast @ 4CC | Customer Experience Feedback Systems | 21st February 2014 | Twitter: #4CSEM
MysteryShopping
Observations
Web monitoring
Ad Hoc Surveys
SocialListening
ContinuousFeedback
Complaints& compliments
Transactionaldata
Financialdata
Reviews Customer Boards
Operationaldata
ContextualInterviews
Customer ExperienceMeasurement Ecosystem
![Page 62: 4C Consulting - Breakfast Seminar: Customer Experience Feedback Systems](https://reader034.fdocuments.us/reader034/viewer/2022051513/547eafceb4af9fb4158b56a2/html5/thumbnails/62.jpg)
Breakfast @ 4CC | Customer Experience Feedback Systems | 21st February 2014 | Twitter: #4CSEM
MysteryShopping
Observations
Web monitoring
Ad Hoc Surveys
SocialListening
ContinuousFeedback
Complaints& compliments
Transactionaldata
Financialdata
Reviews Customer Boards
Operationaldata
ContextualInterviews
![Page 63: 4C Consulting - Breakfast Seminar: Customer Experience Feedback Systems](https://reader034.fdocuments.us/reader034/viewer/2022051513/547eafceb4af9fb4158b56a2/html5/thumbnails/63.jpg)
Integrated Approach| Key take‐aways
Breakfast @ 4CC | Customer Experience Feedback Systems | 21st February 2014 | Twitter: #4CSEM
WHY?
WHO?
HOW? WHAT?
Increase satisfaction on an individual levelStructurally improve the customer experienceMotivate & reward employees
Integrated within CRMDispatch & service recovery
flows
MoT + RelationKPI + open‐ended questionShort & often
All customers, no samplingDMU ifo interaction
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Our Approach | Continuous Feedback System
1. Define scope & objectives
2. Set‐up data collection system
3. Design service recovery model
4. Design continuous improvement framework
5. Define change management
LAUNCH vs 1.0 LAUNCH vs 1.1
Analyse & Tweak
Breakfast @ 4CC | Customer Experience Feedback Systems | 21st February 2014 | Twitter: #4CSEM
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I prefer soldiers that go forward in a disorganized way to soldiers that stay put in orderNapoleon Bonaparte
I prefer soldiers that go forward in a disorganized way to soldiers that stay put in orderNapoleon Bonaparte
Breakfast @ 4CC | Customer Experience Feedback Systems | 21st February 2014 | Twitter: #4CSEM
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We are happy to answer your questions
Breakfast @ 4CC | Customer Experience Feedback Systems | 21st February 2014 | Twitter: #4CSEM