"Customer Service Excellence" by Terry Pilcher
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Transcript of "Customer Service Excellence" by Terry Pilcher
Customer Service Excellence
Some Useful Tools
Terry PilcherBCS Management Services
CambridgeshireUnited Kingdon
Business Excellence
Customer Service ExcellenceBenchmarking
Who is the Customer
The first step towards finding out what ourbusiness is, is to raise the question: 'Who is the
customer? - the actual customer and the potentialcustomer? Where are they? How do they buy?
How can they be reached?
Peter F Drucker
Segmentation
Segmentation
Subdividing people with distinctive shared needsand characteristics into reachable groups, based on 3dimension:
1. Who they are ?2. What they do ?3. How they think and feel ?
Some areas where we apply segmentationStrategy/ PolicyEvidenced based policies and strategiesTargeting resourceIdentify new people needs
DeliveryPlanning number and nature of delivery solutionsIdentifying special needsPlanning for different ‘customer journeys’
CommunicationC&M targeting and media choiceInsight and proposition developmentDeveloping effective message
Ways to Segment People
Use & Behaviour, e.g.FrequencyPlaceTimeOccasionExtent of use e.g. heavy, lightPersistency e.g. loyalChannels used for contact
Lifestyle, e.g.Holidays taken abroadMultiple/holiday homesLodgers/rental incomeWhat money is spent on
Media Consumption e.g.Internet and digital usageTV channels, radio, pressWhere most info comes fromHow information is absorbedWhat media engage themAccess to media
Demographics, e.g.GenderEthnicityFamilyAge and life stageHousehold type/ compositionEducationIncome and social classBenefits claimants/non-claimantsWorking statusPhysical statusUrban vs. ruralPostcode & regionMobilityMoving frequencyHouse ownership
Needs, Benefits,
Motivations, e.g.Need convenience, need reliability,need support etc.Beliefs, desires, wantsDeep-seated drivers e.g. love,belonging, praise, securityLoves & hates
Attitudes & Beliefs, e.g.In generalGovernment specific e.g. to ourbrands, servicesBalance between time, cost,convenienceTo value and money
Influencers e.g.Authority figures, e.g.accountants, solicitors, taxinspectorsParents, friends, peersRole modelsCommunity influences
Ways to Segment Business
Use & Behaviour, e.g.
FrequencyPlaceTimeOccasionExtent of use e.g. heavy, lightPersistency e.g. loyal
Activities, e.g.
Membership of trade bodiesLobbying activitiesHow profits are distributed
Media Consumption e.g.
Where most info comes fromInternet and digital usageHow information is processedAccess to media
Economic/demographic
Turnover of businessNumber of employeesMarket sectorArea of business activityLevel of profitabilityGeographical locationNumber of sites/locationsPrivate or limited
Needs, Benefits, Motivations, e.g.
Need convenience, need reliability, needsupport etc.Beliefs, desires, wantsLoves & hates
Attitudes & Beliefs, e.g.
In generalGovernment specific e.g. to our brands,servicesTo value and money
Influencers e.g.
Authority figures, e.g. police, taxinspectorsCommunity influencesKey shareholdersMedia
Segmentation – Success (1)
There is some form of segmentation to guide a bettercustomer experience
Segmentation is fit for purpose - investment in it is adequatefor the business
Segmentation is actionable – people in each segment canbe reached
It’s clear who needs considering separately- who has verydifferent needs etc
Segmentation – Success (2)
Segments can be quantified -it’s clear who’s most importantin achieving aims
Segmentation is workable- it’s not so complex and granularit can’t be applied
Segments have been properly prioritised to guide resourceallocation
Key measures -e.g. customer satisfaction - are at segmentlevel
Insight
InsightWhat compels people to act, think & feel as
they do?
Deep truth is based on behavior, experiences,attitude,emotions or beliefs.
Is it relevant to your task?
Does it ring true with people?
Will people act differently as a result of applying it.
Possible Insight Questions
What are people's basic motivations?Difference between heavy and light use?How do people think things work in this area?What do people love and hate?What are the triggers, life stage, an event etc.What stops people doing things?Who are the influencers.What is your relationship with influencers?When, where, how & why do things happen?
Insight Transformation
a. Collect important pieces of data andinformation.
b. Group data to understand what information istelling us.
c. Move to insight – the deeper underlyingthought.
Successful Model
Multiple/best sources have been used- formal research & informal ‘closeness’
Customers are seen in ‘3D’- who they are, what they do, and why they do it
There is real understanding and insight - capable of achieving change needed
There is customer focus - insight guides decision making, strategies, actions
Insight guides the whole customer experience to make it as good as it can be
There is insight for important customer groups
Journey Mapping
Journey Mapping
The process of tracking and
describing all the experiences that customers have as they
encounter a service or set of services, taking into account not
only what happens to them, but also their responses to their
experiences.
Questions?
Do you have gaps in your understanding of the experiencethat customers undergo at the moment?
Would it help you to have high impact feedback to challengeconventional thinking?
Do you have intractable policy challenges – where you keeptrying things but without getting anywhere?
Do you need to convince colleagues in other functions aboutthe importance of a customer-focused approach?
Use of Journey Mapping
Understanding the reality of people’s lives
Facilitating inter- and cross- departmental working
Designing and overhauling systems and processes
Making decisions
Will it help?
Are there lots ofways customers canaccess orexperience yourservice?
Is the serviceoffered to a widerange of people?
Do pressures toreduce coststhreaten to affectthe customerexperience in anadverse way?
Are you incurringextra coststhrough higherror rates oravoidablecontacts?
Are there advances intechnology or commsthat are likely to affectthe way customerswant to interact withyou?
Are you seeing a shiftin the balance ofchannels used?
Will it help?
Is there is a high orrising number ofcustomer complaints?
Are you asking a lotfrom your customers?(What’s it costingthem in terms of timeor money, and dothey accept this?)
Do you deal withparticularly vulnerable orat-risk groups?
Is this an issue that leadsto emotional or heatedexchanges withcustomers?
Do you deal with issueswhere the cost of failurecan be catastrophic?
Journey Mapping
C o m b in e b o t ha p p r o a c h e s fo r
in c r e m e n t a l b e n e f i t
M a p s s t e p s in ap r o c e s s – a ls o k n o w na s p r o c e s s m a p p in g .Id e n t i f i e s w h e r e t oa c t t o m a k e t h ee x p e r ie n c e a s e a s y ,p le a s a n t a n de f f i c i e n t a sp o s s ib le
Q u a l i t a t i v e ,f o c u s e d o ne m o t io n a l in s ig h t st o t e l l a s t o r y w i t hp a s s io n a n d n a r r a t i v e .P o w e r f u l w a y o fe n g a g in g s t a f f a n dc u s t o m e r s
A l lo w s y o u t oq u a n t i f y t h ee f f e c t o fc h a n g e s a n dc o n t r ib u t e tob u s in e s sc a s e s
M e a s u r e sh o w w e l lt h e e x p e r ie n c eis d e l i v e r e d ;l in k s t o c u s t o m e rs a t i s f a c t io n ,m e t r i c s & t r a c k in g
Success?
The business thinks in terms of customer ‘journey’- not justa point in time
There is recognition of when journey thinking is right forcustomers
Journey maps start and end at a relevant point
The right type of journey has been applied- e.g.understanding vs. efficiency
Success?If methods used are informal e.g. using frontline
staff, they are fit for purpose
Customer Journey thinking has been appliede.g. to improve the experience
The right people have contributed e.g. staff tohelp engagement with customers
Customer satisfaction along the ‘journey’ ismeasured in some way & actioned