customer engagement
Post on 17-Nov-2014
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Remember? What is SCB’s CE?
What is Customer Engagement?
Right offeringsFor differentcustomers
Right offeringsFor differentcustomers
Right offeringsFor differentcustomers
PositiveExperience
PositiveExperience
EmotionalAttachment
Relationship
CustomerExperience
CustomerEngagement
CRM
CEMCE
4 Levels for Customer Satisfaction
Passion
Pride
Relevance
Confidence
The Bank of ChoiceContinuous development
Achieve international standards
SCB’s CEStronger customer
relationships & loyalty and Deeper
employee engagement
AIS Serenade Customer GroupCEM• Special Payment Channel• Leisure Corner
CRM• Exclusive Privilege• Exclusive Service• AIS Serenade Club• Help Service
AIS’s CE
11
Social Media and Customer Engagement
Google Analytics
Google Analytics
Measurementand
Result
Customer Experience ManagementStep1: Analyze of Customer’s
Experience
Step2: Define Service Criteria & Guideline
Step3: Design Service Experiences
Step4: Define Touch points Standard
Step5: Continuous Build Service Innovation
• identify target customer• study customer experience’ touch points• investigate competitors
• identify EXP positioning• define EXP standard• set implementation plan
• service EXP• image & emotion• communicate EXP
• content/information• service form & method• time
• new innovation & services• trouble-shooting & new EXP• new MKT innovation
Final Report & Briefing
Customer Engagement Process
InformationGathering
Goals & Objectives
Final Program
Definition
Implement Program
Assess Program
Metrics Projections
(ROI/ROO)
Metrics Measurement
(ROI/ROO)
Brand/ Communication
Integration
How will audience be transformed by EXP/Relationship ?
What will audience think, feel, do ? (Behaviors)
How was audience transformed by EXP/Relationship ?
Did audience think, feel, do as planned? (Behaviors)
CBBE
Brand/ Communication
Integration
CBBE
Focus on understanding customer’s experience, expectation & emotion as the behavior
Social Interaction Metrics / KPIsAlertsBookmarks CommentsDownloadsEmail subscriptionsFansFeedback Followers Forward to a friendGroups Install widget Invite / Refer Key page activity Love / Like thisMessaging Personalisation Posts
Profile Print pageRatingsRegistered usersReport spam / abuseReviewsSettingsSocial media sharing / participation Tagging TestimonialsTime spent on key pagesTime spent on site Total contributors Uploads Views Widgets Wishlists
• From CE11 model of GALLUP that have surveyed in the hospitality industry• CE11 is the metric that consider 11 issues as follows;
CE Measurement
Result?
-Increased brand loyalty
-Reduced customer churn
-Reduced costs of doing business
-Increased opportunities to cross-sell and up sell
- Ability to target and retain profitable customers
- Trust and mutual understanding of how services meet
Take actions from the result !!
Customer Engagement
Breadth of Relationship
Low High
Low
High
What need aren’t we meeting for these highly engaged customers?
How do these customers differ from others?
Why aren’t these customers engaged, and what can we do to engage them?
Who are these attrition risks and what can be done to retain them?
Result?
Q & A
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