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Discover the 7 fundamentals of a successful Customer Experience program and how to go about implementing these.

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Slide 1

The 7 Fundamentals of a

Successful Customer

Experience Program

Beyond Philosophy

Speaker Panel

:

Colin Shaw, Founder & CEO

Zhecho Dobrev, Consultant

www.beyondphilosophy.com 1 Beyond Philosophy 2001 - 2012 All rights reserved

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1. Viewer Window 2. Control Panel

Beyond Philosophy 2001 - 2012

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3

Who are Beyond Philosophy?

We work in many countries

across several continents Customer Experience is all

we do!

We are pioneers in the

Customer Experience

space.

Thought leadership is our

differentiator. We have literally written

the books on Customer Experience.

Evidence based consulting -

we look for what really drives

business value

We maintain links with

academia to keep us aligned

with the latest breakthroughs

We put emphasis on the

emotional side of customer

experience

Beyond Philosophy 2001 - 2012

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Some of our clients

4 Beyond Philosophy 2001 - 2012 All rights reserved

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Bloomberg confirmation

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Increase in Net promoter Score: As a result of its customer experience efforts, NPS has improved from -10 to +30

Increases shipping volume. Maersk correlated a 4 point increase in Net Promoter Scores with a 1% increase in

additional volume shipped by customers.

Training improves Net Promoter Scores in local regions.

Maersk gave regional divisions the option of putting regional customer experience councils in place. The 55 regions that have

set up local councils also received a three-day training course in

customer experience improvement methods. The firm then did a

study comparing regions with and without a council. The result:

participating local offices score 10 points higher on their NPS

than those offices that opted out.

6 Beyond Philosophy 2001 - 2012 All rights reserved

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7

Seven fundamentals of a successful Customer Experience

program

Identify what drives & destroys value in your experience

Plan to engage the senior execs and employees

Define the Customer Experience you are trying to deliver

Embrace Customer emotions and experience psychology

Design a deliberate Customer Experience

Establishing effective governance

Implement new measures & remunerate against them

2.

3.

1.

4.

5.

6.

7.

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Customer

Centric

Best Practice:

40 percentage points increase in Net Promoter Score

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9

Seven fundamentals of a successful Customer Experience

program

Identify what drives & destroys value in your experience

Plan to engage the senior execs and employees

Define the Customer Experience you are trying to deliver

Embrace Customer emotions and experience psychology

Design a deliberate Customer Experience

Establishing effective governance

Implement new measures & remunerate against them

2.

3.

1.

4.

5.

6.

7.

www.beyondphilosophy.com Beyond Philosophy 2001 - 2012 All rights reserved

Customer

Centric

Senior management engagement

Realise that they dont know what they are talking about!

Be opportunistic

You need to gain their respect -

Dont be a yes person.

Be enthusiastic!

Show me the money!

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Investing in Customer Experience pays off dividends Literally!

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Source: http://cfigroup.com/downloads/Customer_Satisfaction_and_Stock_Returns_CFI_Group.pdf

Beyond Philosophy 2001 - 2012

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C-level Executives Need to Embrace the Customer

Experience

Investors hate risk

strong customer retention = less risk

Good CE generates superior

returns

Customer satisfaction is critical for repeat business

Repeat business is usually very profitable

as long as their loyalty comes from their satisfaction

and not because prices are low

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Employee engagement

Communications

Training

Customer Experience team

Engagement in experience

design

Ideation

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14

Seven fundamentals of a successful Customer Experience

program

Identify what drives & destroys value in your experience

Plan to engage the senior execs and employees

Define the Customer Experience you are trying to deliver

Embrace Customer emotions and experience psychology

Design a deliberate Customer Experience

Establishing effective governance

Implement new measures & remunerate against them

2.

3.

1.

4.

5.

6.

7.

www.beyondphilosophy.com Beyond Philosophy 2001 - 2012 All rights reserved

Customer

Centric

Human being are made up in a certain way

Experience Psychology

We see things and things are

done to us:

Conscious & subconscious

We feel things

Emotions

We act:

Can be seen as rational behaviour

15

Experience Psychology Nature: The need to feel safe

Maslow and Insurance Nurture: You should

have insurance

Conscious: Recommends

options for me to keep the

cost of my product plan

within my budget

Subconscious: Listens to

me and acknowledges my

concerns

Emotional Profile Customers do things Customers complain as

they cant understand why they have brought

one product but you treat

as 5 separate products

Recommend you to others

Put phone down when waiting for you to answer

Beyond Philosophy 2001 - 2012

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A Customer Experience is made up of all these

aspects

Experience

Rational

Experience Psychology

Emotional

Conscious

Sub

conscious

16 Beyond Philosophy 2001 - 2012 All rights reserved

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Most organization are one dimensional

Experience

Rational

Experience Psychology

Emotional

Conscious

Sub

conscious

17

Experience

Rational

Experience Psychology

Emotional

Conscious

Sub

conscious

Most journey mapping tools just look

at the rational experience and miss the

underlying cause of an experience

Beyond Philosophy looks

at all these aspects

Beyond Philosophy 2001 - 2012

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2 years of baseline research with London Business School ( 2005 2006) identified 20 emotions clustered into 4 hidden factors and that drive/ destroy value for business.

www.beyondphilosophy.com 18

How do we know which emotions drive business

value?

Beyond Philosophy 2001 - 2012

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Getting a Card 1

Ending my Relationship Extending my Relationship

Servicing my Account Using my Card 2 3

4 Having Financial Difficulty 5 6

Credit card company example

19

20

Seven fundamentals of a successful Customer Experience

program

Identify what drives & destroys value in your experience

Plan to engage the senior execs and employees

Define the Customer Experience you are trying to deliver

Embrace Customer emotions and experience psychology

Design a deliberate Customer Experience

Establishing effective governance

Implement new measures & remunerate against them

2.

3.

1.

4.

5.

6.

7.

www.beyondphilosophy.com Beyond Philosophy 2001 - 2012 All rights reserved

Customer

Centric

Organizations are obsessed with fixing the basics

www.beyondphilosophy.com 21

Simplicity

67%

Friendliness Delight/Wow Positive

Emotions

33%

Total Quality Efficiency

8% 8%

Fixing the Basics

Beyond Philosophy 2001 - 2012

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27%

8%

Source: Beyond Philosophy

original research Seven key ingredients for a successful

Customer Experience program

in Telecoms, 2012

Question: Which of the

following elements describe

best the CE you are trying to

deli