Trent Rossini, Founder, InQuba
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Transcript of Trent Rossini, Founder, InQuba
Howit was..
But the world has changed!
Customer experience today: User driven based on customer needs
Customer experience today:Multi-channelevent driven
WebE-mail
Chat
Social Media
Cell
Branch
Telephone
The Future Promises to be Even more Demanding
Traditional customer journeys
Research Enquiry PayQuote
Orange Garage Journey
Research Book appointment
Arrive & check in
Wait during servicing Check out Follow-up
Customer Journey Mapping
Shortfall 1:
Customer Journey Maps are frozen in time based on idealistic (and wrong) design
Shortfall 2:
Assumes almost all customers and journeys are almost identical
Shortfall 3:
Customer Journey maps don’t deal well with exceptions and drop offs
Shortfall 4:
Customer Journey Maps are passive
Shortfall 5:
Customer journey maps don’t consider messaging to drive outcomes
There has to be a shift in
thinking!
Start with the overall value proposition
CustomerJourney
Brandpromise
Price
Competition
Product
Relationship
Understand Customer GoalsHandled quickly
Handled with care
Understand real customer journeys
Online Agent
Quote Agent
E-mail Agent
Social Media
Online Agent
Quote Agent
E-mail Agent
Social Media
Understand real customer journeys
Online
Agent Quote
Agent
E-mail Social Media
Understand real customer journeys
Manage journey interventions
Online Agent
Quote Agent
E-mail Agent
Triggered Survey
Triggered Survey
Triggered Engagement
Engage and nudge on the journey
Roadblock
Trigger E-mail
Trigger Phone Call
TriggerSocial Media
Contact
Smart Software is
critical!
Map Single view
Transactions
Interactions
SentimentPersonal Details
Channels
Products Used
Understand Journeys from Data
Gain Perceptual Insight
End Point Occurrence Since
Start Point Interval
Goal Sequence
Mandatory Count
Occurance Date
Review Segment Create Survey
n = 1050Experience : PURCHASESub-Experience : QUOTETouchpoint : WEB
Manage Exceptions
Cases will alert and be picked up by the appropriate person/s. Contact will be made in order to determine the reason for the drop off and correct the service experienceThere are other potential scenarios too. The path and associated drop-off could trigger a follow up survey or engagement which will then reach the people who had that specific experience.
The future will be very
different!
The NewDemands
Customer centricity by definition can’t assume a standard journey
The Customer is the Focal Point
Rapidly Evolving Service Offerings
Organisations have to be change ready responding to the market based on need
Customers get to Choose
Each customer is different and they select how they want to interact
Dynamic, Customer Specific Journeys
There is no “one size fits all” approach to customer journeys
The NewResponse
One that responds to the new omni channel event driven service world
A more dynamic approach to CX is required
Intelligent Perceptual insight collection is key
In a world of big data, context is known and should be used in insight collection to reduce survey fatigue
Journeys should be discovered based from data
Static journey mapping is rapidly running out of road
Intervene as necessary to keep customers on course
Why be passive when you understand that customer are getting off course – act to drive outcomes?
Source software that supports DynanicCX
The inQubaCX platform is ideally positioned to provide all these features
