Webinar: Walmart unlocks the secret to delivering a winning digital customer experience
Customer experience webinar presentation 8 21-13 final
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Transcript of Customer experience webinar presentation 8 21-13 final
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Housekeeping
Comments & Questions – Click the face icon on the lower right of the Attendee List and
choose one of the options.
– During the Q&A, if you have a question, type your it into the chat box below the presentation window.
Technical Difficulties – Call +1 (888) 825-4256 for ClickMeeting support
Archived Recording – An online archived video will be available to view after the meeting
Encore Dedicated Sessions Available – Dedicated sessions are available over the next 4 weeks. Contact
us through our website if you are interested.
You are on Mute – As you all probably know by now, everyone else is on mute, so
only the presenter can be heard
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?
!
About the Presenters
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Carlos Santiago is a nationally-recognized business strategist. Carlos founded SSG in 2000, developing proprietary econometric methodologies for analysis of multicultural segments.
He has guided strategic growth, consumer engagement, and social marketing strategies for organizations such as AARP, Campbell’s, Health Net, HP, Humana, J&J, Nestlé, Wells Fargo among others.
Prior to SSG he led multicultural business units at Verizon, Pacific Bell and Anheuser-Busch.
Derene Allen specializes in linking the highest opportunity growth strategies with a corporation’s internal ability to deliver. As such, Customer Experience is an area of core competency.
Clients have included J&J, Nestlé, P&G, AARP, Target, Walmart, Cigna, Kodak and Verizon.
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Context
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Delivering optimum conversions, loyalty and referrals in Total Market necessitates getting Customer Experience right across key growth segments
Hispanic & Multicultural segments confront many of the same but also some distinct Customer Experience challenges
Churn is often higher
Satisfaction ‘seems’ at par or higher than White Non-Hispanic segment
Repeat calls & call duration are higher
Brand & benefits understanding takes longer
Delighting customers and eliciting brand ambassadors is elusive
Word of Mouth is higher –positive & negative
Net Growth is harder than ever; Customer Experience stakes have increased
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Today’s Connected Customer
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Each touch-point presents an opportunity to satisfy a customer—or not
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Customer Experience
Customer Experience Challenges
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Customer Experience
Branding/ Pre-Adoption
Customer Experience Challenges
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Different levels of brand/
category understanding,
language
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Customer Experience
Branding/ Pre-Adoption
Sales/ Enrollment
Process
Customer Experience Challenges
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Different levels of brand/
category understanding,
language
Require different
levels of hand-
holding
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Customer Experience
Branding/ Pre-Adoption
Sales/ Enrollment
Process
Customer Coding, CRM,
Desired Priorities
Customer Experience Challenges
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Different levels of brand/
category understanding,
language
Legacy Systems,
IT limitations, etc.
Require different
levels of hand-
holding
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Customer Experience
Branding/ Pre-Adoption
Sales/ Enrollment
Process
Customer Coding, CRM,
Desired Priorities
New Customer
On-Boarding Engagement
Customer Experience Challenges
10
Different levels of brand/
category understanding,
language
Legacy Systems,
IT limitations, etc.
Require different
levels of hand-
holding
Which channels are most effective,
language, how much/how little to
explain
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Customer Experience
Branding/ Pre-Adoption
Sales/ Enrollment
Process
Customer Coding, CRM,
Desired Priorities
New Customer
On-Boarding Engagement
Online Experience
Customer Experience Challenges
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Different levels of brand/
category understanding,
language
Legacy Systems,
IT limitations, etc.
Require different
levels of hand-
holding
Which channels are most effective,
language, how much/how little to
explain
Language, easy/
sophistication of
user, level of
familiarity with
product
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Customer Experience
Branding/ Pre-Adoption
Sales/ Enrollment
Process
Customer Coding, CRM,
Desired Priorities
New Customer
On-Boarding Engagement
Online Experience
Call Center Experience
Customer Experience Challenges
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Different levels of brand/
category understanding,
language
Legacy Systems,
IT limitations, etc.
Require different
levels of hand-
holding
Which channels are most effective,
language, how much/how little to
explain
Language, easy/
sophistication of
user, level of
familiarity with
product
Receptivity to IVR, Cultural Know-how of
CSR, Language
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But is it impossible to do it all right?
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Which of all these 360⁰ touch points is most important to your customers?
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Which impacts results the most?
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How do we filter touch points and prioritize?
Revenue Growth
Most important to customers
Greatest impact on business
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Advanced Analytics Isolate, Control & Identify
Econometric modeling
evaluates the effect of
each touch point on
customer satisfaction,
independent of the other
touch points
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Greatest Impact
Multicultural
Touch points can vary by Industry & Customer Base
Sales Process Clear Understanding Contact Center Community
Some of the most frequent include
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Multicultural Differences
Question solved on this call Hispanics appear more prone to
remain without resolution. Hispanics also less likely to call again
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At the Contact Center, Hispanics appear more likely to need multiple calls*
Was your question answered or your issue resolved on this particular call?
Has your question since been answered or has your issue been resolved?
On subsequent call Unresolved To
tal
His
p.
No
n-H
isp
.
To
tal
His
pan
ic
No
n-H
isp
.
On this call
To
tal
His
pan
ic
No
n-H
isp
an
ic
%
*Also true for 65+, across ethnic segments
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CSR Courteous CSRUnderstand
Needs
CSR ListensCompletely
CSR ExplainClearly
CSRCompassionate
CSRKnowledgeable
CSR Thorough Speed toResolution
Speed toPerson
9 Satisfaction Attribute Scores Studied (Top Box)
Total Non-Hispanics HispanicsNHW Af Am
Multicultural Differences
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• Different multicultural segments vary in their responses on
satisfaction attributes
• It’s important to understand how to interpret responses
– Hispanics tend to be the most lenient
– Asian Americans the strictest (even more so than NHW)
↑ =Significantly above African American and NHW, at 90%
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Being listened to is an important attribute for the Multicultural customer experience
21 Q. Using a 1 to 5 scale where 5 is extremely important and 1 is not at all important, how important are each of the following when interacting with customer service? Q. Using a 1 to 5
scale where 5 is extremely satisfied and 1 is not at all satisfied, how satisfied were you with each of the following on your most recent call to the customer service center?
Attribute Gap Analysis for Multicultural Customers
Example
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Being listened to is an important attribute for the Multicultural customer experience
This Contact Center is performing below average on two important attributes:
• Listens Completely and
• Provides Thorough Answers
22 Q. Using a 1 to 5 scale where 5 is extremely important and 1 is not at all important, how important are each of the following when interacting with customer service? Q. Using a 1 to 5
scale where 5 is extremely satisfied and 1 is not at all satisfied, how satisfied were you with each of the following on your most recent call to the customer service center?
Attribute Gap Analysis for Multicultural Customers
Example
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Being listened to is an important attribute for the Multicultural customer experience
This Contact Center is performing below average on two important attributes: • Listens Completely and
• Provides Thorough Answers
Multicultural Segments require: • Cultural know-how
• Demonstrating an understanding of their reality
• Working towards building an emotional connection
23 Q. Using a 1 to 5 scale where 5 is extremely important and 1 is not at all important, how important are each of the following when interacting with customer service? Q. Using a 1 to 5
scale where 5 is extremely satisfied and 1 is not at all satisfied, how satisfied were you with each of the following on your most recent call to the customer service center?
Attribute Gap Analysis for Multicultural Customers
Example
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Multicultural Differences
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• Hispanics also over-index in
actually selecting a
particular brand as a result
of a recommendation from a
friend or family member
• Also true of Asian and
African American
communities
Studies across clients show “Word of Mouth” appears more influential among Hispanics – key for brand awareness, trust and acquisition
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Higher Touch Components Needed with Certain Segments
Hispanic African
American
Asian American
65+
Understanding the needs of your diverse population, and adapting your services to exceed
those needs increases satisfaction
2013 Santiago Solutions Group Inc. 25
• Highly informed
approach at Call Center;
across touch points
• Local Community
Presence
• Highly respectful
approach at Call Center;
across touch points
• Local Community
Presence
• Consultative Call
Strategy at Call Center
• Understanding of
Gerontology and the
generation
• Consultative Call Strategy
at Call Center
• Local Community
Presence
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Why is Customer Experience Important
Anyway?
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Extremely Satisfied
Somewhat Satisfied
What is the difference between Extremely satisfied and Somewhat satisfied?
Interpreting Customer
Satisfaction Pitfall
By combining “Top 2 Box”
(Extremely & Somewhat
Satisfied), impact to your
business is masked – and the
need for your business to take
action is also masked
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Overall, how satisfied are you with _____?
↑=Significantly above complement group at 90% confidence
level.
100%
90%
58%
32%
73%
27%
93%
78%
15%
Brand A Brand C Brand B
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X
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Nearly All Extremely Satisfied Customers Mention They Would Renew
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Customers Who Are Not Extremely Satisfied Are
Twice As Likely To Shop And Compare
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Earning the Holy Grail of “Extremely Satisfied” from Your Connected Customers
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Earning the Holy Grail of “Extremely Satisfied” from Your Connected Customers
• If you can’t do it all -
understand which are the
most important touch points
for your customers
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Earning the Holy Grail of “Extremely Satisfied” from Your Connected Customers
• If you can’t do it all -
understand which are the
most important touch points
for your customers
• Understand the differences
between your customer
segments – be they culturally
or generationally founded
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Earning the Holy Grail of “Extremely Satisfied” from Your Connected Customers
• If you can’t do it all - understand which are the most important touch points for your customers
• Understand the differences between your customer segments – be they culturally or generationally founded
• Use advanced analytics tools to hone your customer experience strategies and create a win-win situation for your customers and for your business
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Most Common High Impact Touch points Include…
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Remembering that no two companies are the same…
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Most Common High Impact Touch points Include…
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Sales Process: From initial contact to purchase decision
to on-boarding - Customers want to feel like they have
made a good decision and are comfortable with it
Remembering that no two companies are the same…
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Most Common High Impact Touch points Include…
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Sales Process: From initial contact to purchase decision
to on-boarding - Customers want to feel like they have
made a good decision and are comfortable with it
Remembering that no two companies are the same…
Customer Understanding of Benefits: Particularly for
more complex products (ie. Insurance, Financial Services,
Telecom), Customers want easy to understand and easily
“referenceable” explanatory materials
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Most Common High Impact Touch points Include…
38
Sales Process: From initial contact to purchase decision
to on-boarding - Customers want to feel like they have
made a good decision and are comfortable with it
Remembering that no two companies are the same…
Customer Understanding of Benefits: Particularly for
more complex products (ie. Insurance, Financial Services,
Telecom), Customers want easy to understand and easily
“referenceable” explanatory materials
Contact Center: As the voice of your company, cultural
and life stage understanding are central to first call
resolution and that extremely satisfied call experience
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Most Common High Impact Touch points Include…
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Sales Process: From initial contact to purchase decision
to on-boarding - Customers want to feel like they have
made a good decision and are comfortable with it
Remembering that no two companies are the same…
Customer Understanding of Benefits: Particularly for
more complex products (i.e. Insurance, Financial Services,
Telecom), Customers want easy to understand and easily
“referenceable” explanatory materials
Contact Center: As the voice of your company, cultural
and life stage understanding are central to first call
resolution and that extremely satisfied call experience
Community: Overarchingly, a presence and locally visible
support of community is core for multicultural segments.
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Q&A: Have a Question?
If you have a question, type your it
into the chat box below the
presentation.
We will address as many questions as
possible within our allotted time.
If we are not able to answer your
questions feel free to contact SSG at
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About Santiago Solutions Group
We build on our management experience (P&L) and
econometric research.
We blend general market and a non-static view of Hispanic,
Multicultural & Millennial segments.
We focus on the highest market opportunities and strategies
that advance efficient Total Market growth.
As a partner we can guide your implementation across the
organization with particular expertise integrating strategy, branding,
marketing new P’s, customer experience, digital engagement,
marketing operations, marketing effectiveness, in-store and overall
organization preparedness.
© 2012 Santiago Solutions Group Inc. 41
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Thank You
Subscribe to the
SSG monthly
Newsletter
www.SantiagoSolutionsGroup.com/subscribe
Follow Santiago Solutions Group
@Santiago_Group
@Carlos_SSG
Connect with Carlos Santiago
+1 818.736.5661
www.SantiagoSolutionsGroup.com
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Thank You To Our Supporters
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