Cx Professional's Guide
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Transcript of Cx Professional's Guide
THE CX PROFESSIONAL’S GUIDE TO IMPLEMENTING AN ENTERPRISE INSIGHT PROCESS#cxanalytics
Confidential
MEASURABLE CUSTOMER EXPERIENCE
2
Increased loyalty
Cultural transformation
#cxanalytics
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12 STEPS (7 ONE-TIME + 5 CONTINUOUS)
7. Integrate Systems
6. Enrich Data
5. Create an Analysis Framework
4. Create a Listening System
3. Engage Employees
2. Get Management Commitment
1. Understand Loyalty 1. Listen
2.Analyze
3. Distribute Insights
4. Act
5. Communicat
e
#cxanalytics
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PLAN&PREPARE• Interview the stake holders• Decide the first phase feedback
channels• Decide the primary operational
dimension• Define the reporting cycles• Draft initial report layouts
#cxanalytics7. Integrate Systems
6. Enrich Data
5. Create an Analysis Framework
4. Create a Listening System
3. Engage Employees
2. Get Management Commitment
1. Understand Loyalty
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1. UNDERSTAND LOYALTYLoyal customers• Stay longer.• Buy more and they buy more often.• Cost less to serve.• Insulate from price competition.• Act as brand ambassadors.• Provide honest, high-quality feedback.
#cxanalytics
Know what marketing has
promised! –
Understand what the
customers expect!
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2. GET MANAGEMENT COMMITMENT
Metrics&DashboardsStrategic ThemesCustomer PropositionCompany ValuesEmployee Engagement
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3. ENGAGE EMPLOYEES
• Motivation (by HR)• Ideas• Proxy
“I am not happy with work-life balance”
“I have an idea for a product feature…”
“Customer told me that…”
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4. CREATE A LISTENING SYSTEM
Many channelsOpt-inIntelligent SurveysTransactionalShortDrive volume
#cxanalytics
9http://www.etuma.com/blog/feedback-analysis-requirements
1. Do it yourself or
2. Find a service provider who does it for you.
5. CREATE AN ANALYSIS FRAMEWORK
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1. Viewpoints
2. Topics
3. Keywords
4. Topic volume
5. Topic sentiment
6. Topic sentences
ConsistentAccurate Relevant Encompassing
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6. ENRICH DATA
Don’t ask demographic or purchase behavior information. Enrich the data by linking the customer record and line items into feedback analysis data!
PURCHASEBehavior
ONLINE
Behavior
DEMOGRAPHICS
CustomerFEEDBACK
CustomerExperienceAnalytics
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7. INTEGRATE SYSTEMS
Survey&
ListeningSystem
CX ANALYTICS
Reporting
Case/TaskManagementManagement Dashboard
E.g. Qlik, Tableau
Statistical Analysis
E.g. SPSS, SAP, Excel
Enrich Data
#cxanalytics
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DAILY PROCESS• Add channels• Create reports• Mine data• Add stakeholders• Increase volume
1. Listen
2.Analyze
3. Distribute Insights
4. Act
5. Communicat
e
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1. LISTEN
Feedback Forms/ Emails
Contact Center Surveys NPS/
CESSupport&Product Forums
Social Media
Task Lists
Customer Proposition
s
Company Values
STRATEGIC MANAGEMENT
EMPLOYEE ENGAGEMENT
Employee Pulse
Employee Suggestio
ns
Customer Comments
via Employees
Research Tools
Management Reports
Strategic Goals
Field Workers
Area/Store/ Department Manager
Statistical Analysis
PredictiveModeling
Metrics/KPI’s
MgmtDashboard
s
Mana-gement Reports
3. DISTRIBUTE
INSIGHTS
2. ANALYZE
4. ACT
• Case management• Service recovery program• Monthly improvement cycles• Opportunity and problem mining
Measurable customer
experience leads to cultural
transformation!
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5. COMMUNICATE• CLOSE THE LOOP!• Tell customers how their feedback
improved the product or fixed a problem
• Tell employees about positive/negative customer feedback.
• Tell employees how their ideas affected product development.
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THANK YOU!Matti Airas, CEO and Co-founder, Etuma [email protected]
https://fi.linkedin.com/in/mattiairas