Think your customer service strategy is

successful?

2

About Us

• Provide insights to set transformation objectives

InsightNow provides you

with the relevant

intelligence and un-

emotional facts to

enhance your ability to

transform your business

Improve your Customer Engagement Improve your Employee Engagement

Improve your Team’s Performance Transform your Company’s CE on e-2-e basis

Knowing what good looks like

• Gain insights from your customers perspective

• Design the Target Customer Experience

• Gain Mystery shopping insights • Enhance your multi-channel

experience • Develop benchmarks

• Drive operating performance • Enhance your sales

effectiveness • Improve your retention /loyalty

rates • Align 3rd party engagement

management and performance

• Influence change in other parts of the business

• Help design programmes of change

• Audit and track success of transformation programmes

• Gain insights from your employees perspective

• Manage the lower quartile

• Distil your top quartile skills and behaviours into your training and education programmes

Provide intelligence to set improvement objectives

Improved

NPS

EPS Tools and Methodologies

Results Oriented Approach

Contact Centre

Web

Face-to-Face

Mobile & Web

Tools and Methodologies

Cost to

Serve

Sales

3

Customer Experience Questions

Why are the scores

so positive and the

comments so bad?

How much should

we invest to move

the dials?

What does good

look like?

What do I need to

change (that I can

influence?)

How do I get my

colleagues

support?

Not another

survey. Why don’t

you listen?

Why don’t you

ask us?

How do we

implement a CX

programme?

How should we

respond to Social

Media?

4

Customer Voices – Signal and Noise

5

Sentiment and Rational Analysis

Sentiment analysis requires context and the greatest

value is derived when you link sentiment to:

• Customer value

• Customer history

• Customer objectives

• Contact outcome

6

Voice of the Employees

I Think This Is The Best Place To

Work

I Know How To Deliver The Best Experience For My Customers

I Want To Deliver The Best Experience For My Customers

7

Meet Dennis

Dennis works for TalkTalk in their South African

contact centre in Cape Town and scores in the

highly engaged category. Dennis is special he has:

• Winning beliefs.

• Winning behaviours.

• Winning customer conversations.

• Winning colleague conversations.

Question Lower

Quartile Average

Score Upper

Quartile Dennis Score

Dennis Performance Gap Vs Average Score

Call Resolved 53% 70% 76% 87% 17% Valued customer 76% 85% 88% 94% 9% Easy to understand 68% 75% 77% 82% 7% Personalised response 68% 80% 84% 92% 12% Knowledge 63% 78% 83% 93% 15%

8

The Three Key Attributes of Experience

Memory

The Art of Wow and Glitch

9

Customers Goals Vary by Contact Type

• Call Resolution.

• Easy to Contact.

• Efficient Call Handling.

• Energetic Opening.

• Personalised Close.

Hygiene • Easy to understand.

• Basic task competence.

•Commitment to

Resolution

•Rapport

•Care

•Ownership

•Follow Through

•Appropriate Rapport.

•Caring Attitude.

•Happy to Help

Task Complexity

Em

oti

on

al C

om

ple

xit

y

•Problem Identification.

•Knowledge – Ability to

Resolve.

•Clear step-by-step

explanations.

•Clarity of Next Actions.

10

Influencing the Customer Experience

Customer

Experience

Cost to Serve

Spend More

Stay Longer

Recommend

Desired

Outcomes Customer

Customer

Characteristics

Agent Tenure

and

Performance

Call

Characteristics

Communication Competencies/ Behaviours

Systems

Competence

Correct

Advice/Action

Domain

Knowledge

Expectation

Management

Speaking Listening Comprehension

Confidence Rapport/

Connecting

Adaptability/

Flexibility

Ownership Enjoyment

Energy Style Matching Call Control

Case Studies

12

CLIX Research Financial Services Versus Retail

Tesco

Apple

Next

Vodafone

13

Scores

GI/Motor real-time survey scores across a range of brands for four customer journeys.

New Business performs best followed by Renewals (roughly 7 out of 10 across all attributes) not bad?

Claims performs badly just ahead of NTUs.

14

POSITIVE (26%)

• Good service overall (36%)

• Simple easy process (9%)

• Agent helpful (7%) and friendly (6%)

Scores Conceal Sentiment

NEGATIVE (74%)

• Expensive premiums (15%) and (3%) with the

admin fee

• Not treated either as valued customers (7%) or

fairly (5%)

• 5% deeply unhappy/outraged about unauthorised

automatic renewals

• Poor quality correspondence (4%) not kept

informed (4%) and no confirmation of cover (2%)

• Pricing difference between channels (5%) – phone

vs letter + web vs phone/letter

15

Renewals Driver Analysis Impact

Impact by attributes within RENEWALS on various outcomes

69%

LIKELY TO PURCHASE

70%

CSAT/ JOURNEY EXPERIENCE

EASY / EFFORT

48%

EXTERNAL FACTORS OUTSIDE THE COVERED SCOPE

31% 30% 52%

Impact by factors outside the covered scope of RENEWALS.

Experience of Renewing

Easy to renew policy

Clear Information provided

Fair price provided

Clear What Happens Next

Advisor valued you as a customer

No. of times contacts made

Environmental elements in policy influence renewing

ALL Brands

20.3%

11.2%

11.8%

22.9%

11.1%

20.8%

1.4%

0.5%

100%

ALL Brands

-

24.7%

21.0%

24.3%

11.6%

16.8%

1.2%

0.4%

100%

ALL Brands

-

-

40.1%

15.8%

19.5%

20.1%

2.9%

1.6%

100%

The renewals process is characterised by:

Ease of the renewal process, clarity of

information, a fair price and being treated a s a

valued customer.

Best Price 1st Time

16 Base: Phase 1(118) & Phase 2 (1434)

Drivers of Easy and NPS - GI

Easy (Brand)

80%

N=1518

Other Drivers Not Measured by the Survey 20%

N=1518

NPS 46% Other Drivers Not Measured by the Survey

54%

17

Voice of Customer – Renewals

Unpacking the Customer Voice

1. ‘Unauthorised’ Auto Renewal

• Shock/anger when realised

• No reminder

• No courtesy call

• Presumption of wish to renew

2. Large price increase from Year 1

• Despite zero claims

• Aggrieved that low pricing only for new customers (not rewarded for

Loyalty)

3. Give best price first time (Don’t make me waste my time/ energy/ call cost to

obtain fair price)

• Pricing not fair and honest

• Some would stay if you matched best price

4. Inefficient processing

• Repeat chasing

• Refunds difficult

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Resolved and In-progress Complaints

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Customer Strategy – Good Intentions

Treat customers

as we would wish

to be treated

Easy as….. PIE

Information – customers are provided with clear information and are kept

appropriately informed before, during & after the sale

Products - products & services are designed to meet our customers

needs

Expectations - product performance & service levels meet our customers’

expectations

Simple as…..ABC

Barriers – customers do not face unreasonable barriers if they want to

amend their policy, submit a claim or make a complaint

Advice - any advice provided is suitable & takes account of our customers

circumstances

Culture - the fair treatment of our customers is central to our culture

Just be..

creative Just be…

encouraging

Just be...

someone who

makes a

difference

Customers are the heart of our business.

It’s down to each of us to make sure that we

focus on them every step of the way. Taking

care of our customers will drive both their

loyalty and our future

Just be..

genuine Just be..

united

Just

be..

happy

Just

care for

the

customer

Consider,

deliver &

protect what is

important for

the customer

Enjoying

what we

do and

having fun

doing it is

very much

in the

spirit of

BGL

Group

It’s amazing

how much

stronger and

more effective

a bunch of

people can be

if they all work

together using

their unique

qualities and

talents

Treat other people as

you’d like to be treated

yourself – openly,

honestly, fairly – and

you’ll never go wrong

The most

satisfying thing

is being able

to look back

on something

you’ve done

and feel good

about your

contribution

You feel much

more positive

when someone

tells you that

you’ve done a

good job.

Suddenly the

world’s a nicer,

brighter place

Anyone can have

a good idea, and

the simplest are

often the best.

The trick is to get

people to share

ideas, and to turn

the best ones into

reality

Business Units & Group Support Departments

Customer

Principles

Our Values

"My premium went up a lot for no reason.

By the time I realised it would

automatically renew (not clear) the date

had come, then the charges to cancel the

policy were way over the odds, leaving

me stuck with a policy I no longer want.

Will never use Yes insurance again.".

The Voice of the Customer is highlighting gaps between strategic intent and customer experience. (Ease and simplicity are not operationalized and Renewal premiums are high.)

20

Accidental Vs Intentional Experience

Face to Face Contact

Centre

Web / Mobile E-mail and

White Mail

Purpose and Design

21

Purpose

22

Support from Colleagues

• We have a robust methodology to assess the maturity of an organisation’s customer centricity across 8 key attributes, providing an integrated roadmap of key activities to help fulfill customer centricity goals.

Example Output

• Combination of of Online Questionnaire completed by selection of front-line staff an “deeper” questionnaire completed by interviews with execs and snr stakeholders.

• Online Dashboard comparing you to other organisations

23

In a Nutshell

Future Intentions

Recommend

Spend More

Remain a Customer

Experience Drivers:

Product related

Pricing related

Sales related

Service Related

Customer Segments

Touchpoints: Internet, e-mail, SMS, Contact Centre, Post, Shop/Store/Branch+

No Contact Perceptions

Value

Adding

Interactions

Value

Destroying

Interactions

Cost to

Serve

Revenue Recommend Lifetime

Value

Target Customer

Experience Design

and Implementation

Programme