Een CX insights framework voor data gedreven klant impact · Realtime Marketing Automation Journey...
Transcript of Een CX insights framework voor data gedreven klant impact · Realtime Marketing Automation Journey...
Return on experienceEen CX insights frameworkvoor data gedreven klant impact
Erica Kroese-HamHead Customer Experience Consultants
Theo van der SteenPartner Underlined
How it started The Journey What we learned
JourneySharing our journey creating anInsights engine for ABN AMRO
• One of three big dutch banks
• ~4,5 million Retail clients
• ~20% market share
• We have got a broad range of Financial Products
• ..and a Multi-channel distribution with branches,
advice & service centers and 24/7 online banking
About usWho are we?
Facts & Figures
TraditionalIt all started before the digital age
NowadaysDigital developmentsare leading the dutch market
39% of the Babyboomers (58-73) uses
smartphone for banking
We use our smartphone
2h 15 mn a day
€
94% is an online shopper
52% considers to leave a bank after a bad digital experience
84%of the Dutch
are online withtheir
Smartphone
97%odf the Dutch Households is
online
Globally, 50% would
rather loose his wallet than his smartphone 74% banks online
20% has had contact
with a banking employee
47% has had an experiencewith a payment request (e.g. Tikkie)
TrustWho wants to be a banker?
What percentage of customers trust banks?
a) 20%
b) 25%
c) 37%
What percentage of
customers trust banks?
SustainabilityBut we strive to be a better bank by contributing to a better world
Purpose ABN AMRO since the end of 2018
Banking for better
for generations to
come
Future proof bankCreating meaningful solutions
7.662.000 users
(end of 2019)
80% of the users has
recommended it
Tikkie
Reinvent the CXWe need deep understanding of
the needs of our customers and actupon it
AgileBut the CX team is outnumbered by
autonomous teams continuously working on
deliveries
10
Team CX Blocks & Grids
9 >300
ChallengeWhy we started in 2017
“what are the latest insights,”
“Help me prioritize”
“it’s not actionable”
“I miss overview”
“It’s not up to date”
Goal 2017To connect stakeholders and teams to
relevant insights, feedback, and tools for
validation, to empower customer centric
growth.
Design doingCo-create with end-users
Discover Define Design Deliver
2 3 4 5
PROBLEM SPACE SOLUTION SPACE
PREPARE GROW
1 6
Double diamondPractice what you preach
Deliverable 2017CustomerInsights Engine Hub
✓ ~1000 uploads since 2017
✓ links to 8 dashboards
✓ CIE survey + CIE alerts
Highlights
MVPNow 3 years old
✓ 1348 users (~60% of all Retail Banking
head office colleagues < 2 years)
✓ CIE is used as standard operating
procedure in agile discovery sprints
✓ CIE is embedded in intranet
✓ CIE Corporate Banking was launched in
december 2018
✓ Some numbers per month: >200 logins ,
400-600 searches, 15-30 uploads
✓ We inspired other organisations
Facts & Figures
✓We made it simple to understand
✓We co-created with end-users
✓We got stakeholders buy-in via reviews
✓We used technology that was already approved
✓We used user-friendly, Q&A format instead of report titles
✓We invested in a designer: “if it looks good, it probably is good”
✓We used the double diamond approach to keep going
KEY SUCCES FACTORS
Why CIE was succesfully created
Our NPS is stagnant
Relationship NPS for Retailis flat at -9
(YoY 2018-2019)
Although colleagues embraceCX and feel the need to act..
they haven no actionable steeringmechanism
Without hard data linking actions toimpact on rNPS and operational KPI’s,
it’s hard to prioritise actions toimprove CX
So changing and acting on what’srequired to transform is hard
New challengesIn 2019 we had to step up
The journey continuesHow can we fulfill all the needs of our
colleagues?
“what are the latest insights,”
“Help me prioritize”
“it’s not actionable”
“I miss overview”
“It’s not up to date”
Not solved
Solved 2017/2018
Goal 2019Empower stakeholders and teams to make
the best informed decisions so that they are
efficient and effective in their improvement
cycles on all levels.
Data
Driven
Insights
Informed
Digital Metrics
CIE
Insights
Inspired
Agile Research
Next level
Insights Engine
(the Hub)
Insights Engine
(the Engine)
Connect the dots to enable effective
improvement cycles to move the
r-NPS ‘needle’
Deliverable 2019CustomerInsights Engine (Engine)
ApproachTo ‘move the needle’
Step 1 Step 2 Step 3
Creating the
engine
Connect all the dots on journey
level and touchpoint level to
improve rNPS
Enrich performance
dialogues
More efficient and effective
improvement cycles because
teams on all levels can make best
informed decisions
Building the
framework
Decide which data we can use that
is available and relevant to give
better and more insights
Step 1 Building the framework
We start pragmatically with the CX
Journeys layer, as it fits perfectly
with current activity. We will then
build and expand the model from
there.
And pragmatically we take on
improvements on the CX NPS and
tNPS we can already start to make.
Joint programme with Data
Science team and Underlined
Step 2 Creating the engine – an all data all sources approach
The overall Relationship (rNPS) is
influenced by Customer Journeys
and Touchpoints (*). The engine
gives tangible insights which buttons
to push there, to create the most
effect overall (rNPS).
ABN AMRO data▪ CRM▪ WEB, Mobile, Chat▪ Back-Office▪ ……
Feedback data▪ VOC & CLF▪ Reviews▪ Social
Visualize Customer Experiences▪ Journey Maps▪ Journey Touchpoints▪ Emotion Curve
Realtime Marketing Automation▪ Journey based decisioning▪ Personalized & Relevant
O&X-Data
X-Data
X-Data
O&X-Data
Data Science enrichments▪ Text mining▪ Insights Framework▪ Churn▪ Customer Value
Journey tagging▪ Life Cycle Stages▪ Contact Reasons▪ Episodes▪ Touchpoints
API
Underlined hub for cx analytics
Step 3 Enrich performance dialogue
Managing CX Performance on all 3 levels. Through multiple dashboards every level has
actionable and relevant insights, enriching Performance Dialogues and improvement cycles.
STRATEGIC
• Perf. Dialogue MT Retail
• Quarterly Report (rNPS)
TACTICAL
• QPR cycle
• Tactical choices & initiatives
OPERATIONAL
• Change teams (Agile WoW)
• Priorities and improvements
INPUT
Actionable insights
are visualized in
various dashboards
In regular business
dialogues, improvements
are identified and tracked
Growth
Relationship (rNPS)
3 LEVELS RELEVANT INSIGHTS & IMPROVEMENTS
Differentiating experiences
Customer Journeys (CX NPS)
Perfect operations
Touchpoints (tNPS)
Step 3 Enrich performance dialogue
Step 3 Enrich performance dialogue
Step 3 Enrich performance dialogue
Teamwork
✓ Stakeholder management is key with Data Driven working in
CX
✓ Shifts focus from pure NPS to business impact with NPS
(shareholder value)
Design doing
✓ Apply Double Diamond Design thinking to Data Driven working
✓ Choose a design doing approach to create user experiences
people love
All data all sources approach
✓ Big opportunity for CX teams: nobody orchestrates all data
✓ Data gathering is a tedious job that consumes time and effort!
KeyTake aways2019
Zelf aan de slag met Data Driven CX?Het JADS (Jeronimus Academy of Data Science) in samenwerking met de
Buas (Business University of Applied Science) starten samen met Underlined het Certificaat Programma: Data Driven Customer Experience Management
Klik hier voor meer informatie
Thank youAny questions