Customer experience webinar presentation 8 21-13 final

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2013 Santiago Solutions Group Inc.

description

Excellence in customer experience has become the critical differentiator in today’s competitive marketplace where your customers will not hesitate to blog, tweet or post about their experience with your brand. In fact, poor customer engagement results in an estimated $83 billion loss by U.S. enterprises each year because of defections, abandoned purchases and negative word of mouth¹.

Transcript of Customer experience webinar presentation 8 21-13 final

Page 1: Customer experience webinar presentation 8 21-13 final

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Page 2: Customer experience webinar presentation 8 21-13 final

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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?

!

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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

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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

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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…

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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

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

[email protected]

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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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