Tns Customer code _ webcast mar2014
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The Customer Code Customer Experience © TNS 2014 A live TNS webcast
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Tutti noi sapppiamo quanto è cambiato il mondo negli ultimi anni. Internet e la tecnologia digitale hanno modificato radicalmente il nostro modo di comunicare, di lavorare, di acquistare, di condividere le esperienze che viviamo. Dal momento che la formazione del ricordo è uno dei principali driver della Relazione, quando valutiamo la Customer Relationship, comprendere come viene cristallizzato il ricordo è nevralgico. Inoltre, diventa indispensabile valutare le attese del Cliente e cosa può influenzare il suo comportamento. Noi lo consideriamo il Customer Code: la relazione fra le attese e le performance reali e rilevanti che il vostro cliente si aspetta da voi. Bisogna dunque focalizzarsi su un livello di performance reali ed attese, dei vostri Clienti e solo su quelle, servizi, customer care, internet, tralasciando quelle meno rilevanti per il Cliente stesso.
Transcript of Tns Customer code _ webcast mar2014
The Customer Code
Customer Experience
© TNS 2014
A live TNS webcast
The shift
Customer Experience
© TNS 2014
Be prepared
“Customers are bypassing existing business modelsin favour of their unique experience and requirements, especially with instant access to peer reviews, competitor offerings, and pricing…
With the advent of social media and transparency, customers control this relationship.”
Customer Experience
© TNS 2014
control this relationship.”
Jonathan Becher
Chief Marketing Officer, SAP
The new world order
Less control
Less shareof voice
Less loyalty
More information
More transparency
Customer Experience
© TNS 2014
Less profitMorechoice
Customer experiences are complex beasts
Customer Experience
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Many moving parts for a few sustainable memories
Responsiv
eness
Point of sales
Service
FAST DELIVERY
Accuracy of invoice
Value for money
Afte
r-sale
s s
erv
ice
Call centre hours
Shop hours
Company newsletter
Internet news
Exciting
Social media
Information materials
Word-of-mouth Reliable
Customer Experience
© TNS 2014
Productquality
Responsiv
eness
FAST DELIVERY
ONLINE REVIEWS
Reliable Orderprocess Accuracy of delivery
Value for money
Friendliness
Availability
Rating sites Care about me
Com
pete
nce
Complaint handling
Trust
Magazine articles
Newspaper articles
Exciting Com
pany w
ebsite
Blogging
Complaint resolution
Unlocking your Customer Code
Customer Experience
© TNS 2014
Do you know what makes your customers stay or go?
Customer Experience
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customers stay or go?
Customers love IKEA
Customer Experience
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775 million visits in 2013
$29.2 billion turnover
345 stores in 42 countries and growing
A Saturday morning at IKEA…
Checkout
Where are we?
Lost!
I think I found myself
Customer Experience
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Entrance
are we?
… can be exhausting… but a memorable experience…
Customer Experience
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…and despite all the challenges, I will go back
Customer Experience
© TNS 2014
A world of insight
40,000 interviews
Customer Experience
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20 markets
Qualitative interviews
with CMOs
The gap
Customer Experience
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The gap
Performance is necessary, but not sufficient
Performance
82TRI*M Index
67
Performance
TRI*M Index
Customer Experience
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67Preference
Mind the gap
69 TRI*M Index
Performance 80
22
Customer Experience
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Source: TNS customer insight surveys 2013/2014
58Preference
80
40
The performance to preference gap
21
32
35
Customer Experience
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40
0
The market leader In trouble The challenger
Source: TNS customer insight surveys 2013/2014 – a Western European service provider market
Perf
orm
ance
Pre
fere
nce
The context
Customer Experience
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Context shapes how we perceive the world
Customer Experience
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Everything looks good!
You are not alone
Customer Experience
© TNS 2014
Strong relationship
Moderate relationship
Weak relationship
14% 46% 40%
71
TRI*M
Source: TNS Customer Insight Surveys 2013/2014 – A retail bank in a BRIC market
71%
The bank operates in a fiercely competitive market
26%
Customer Experience
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71%Consider using other banks
Source: TNS customer insight surveys 2013/2014 – a retail bank in a BRIC market
26%Business at risk
Does everything look good?
Customer Experience
© TNS 2014
Strong relationship
Moderate relationship
Weak relationship
14% 46% 40%
71
TRI*M
Source: TNS customer insight surveys 2013/2014 – a retail bank in a BRIC market
Even a strong relationship is no guarantee for exclusive loyalty
My bank is great – but there are others out there who are equally good – so why not try a different one?
I don‘t like mybank – but currently I see noreal alternative
Customer Experience
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Strong relationship
Moderate relationship
Weak relationship
Low Medium
14% 46% 40%
71
TRI*M
Projected risk to business: High
Customers are individuals –not averages
Customer Experience
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not averages
Individual context can trigger a change in customer behaviour
At risk
Customer Experience
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70% of retail banking customers say switching is inconvenient
But moving house almost doubles the probability to shift share of spend
Source: TNS customer insight surveys 2013/2014
This is what happens when the honeymoon is over –understanding different stages in the customer lifecycle
Thre
em
onth
s
Six
month
s
Tw
elv
em
onth
s
Eig
hte
en
month
s
Constant performance
Customer Experience
© TNS 2014Source: TNS Customer Insight Surveys 2013/2014 – Retail bank in a BRIC market
month
s
month
s
month
s
Eig
hte
en
month
s
Connecting the dots
“Like most organisations we have a combination of market data and of operational data and the challenge is bringing different views together in a way that can be actioned on. Our big priority is to get actionable insights for front line teams in customer service and sales.”
Julie Woods-MossChief Marketing Officer, Tata Communications
Customer Experience
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Chief Marketing Officer, Tata Communications
Where to focus your investments
Customer Experience
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investments
Companies need tounderstand the impact in terms of gain or loss
Cloudservices
Networkcoverage
Innovativeproducts
Processes
Customer Experience
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… to make decisions on where to improveorganisational performance Point of
sales
Emotional affinity
Staff
Thre
at
to r
ela
tionship
Where to focus resources to deliver the optimal customer experience?
Networkcoverage
Innovativeproducts
Customer Experience
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Thre
at
to r
ela
tionship
58 Gain in relationship
Cloudservices
Customers are unique
Data integration is key
The principles underpinning our approach
Best is not always right
Context matters
Customer Experience
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is key
The optimal return
Customer Experience
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The optimal return
Striking the balance – Return on relationship
Sale
s (
US$) 600
700
800
Optimalbalance
Sales:+ 10%
Strength of relationship
+ 10 pointsSales:
+ 1.5%
Strength of relationship
+ 10 points
Customer Experience
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-50 -25 0 25 50 75 100 125 150
Sale
s (
US$)
Strength of relationship
200
300
400
500
Crack the Customer Code – Make an impact – Achieve the optimal return
Individual context
Competitive context
Relationship strength
Spendmoreor less?
Stayor go?
Customer experiences
Product
Process
Companyperformance
Customer behaviour
Customer Experience
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Speakpositivelyor negatively?
moreor less?experiences
across…
People
Emotion
We help you make winning customer decisions
Customer Experience
© TNS 2014
Find out more: www.tnsglobal.com/customer-code
For further info:
Cristina ColomboCustomer Experience and Employee Engagement Practice Lead
