ecew peter crayfourd
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re energiser
customer and business engagement strategy
Peter Crayfourd – Group Head of Customer Lifecycle Experience
2012
contents
section 1 the business challenge!
section 2 the customer challenge!
section 3 re energiser framework
1. the business challenge
objectives – three simple value creation opportunities
growth costsbest loved
brand
turning simple objectives into tangible and believable business wide deliverables is extremely challenging
prioritisation is difficult when you have average data
gut feeling
Making gut feeling decisions is important and a key business differentiator but when this process is based on “average” information then it becomes a leap of faith!
average depth 3ft!
measurement
72%gartner
culture – enabling a pro-active, transversal organisation
re active
at best we are re active to customers needs! Then consider the lack of transparency & co operation between silos – the challenge feels impossible…
silo
sales ops finance
making it happen – its about leadership and team work
desire belief
if you have the desire to change the game, then we can help make create the customer view to create the belief that change is good for the customer as well as the business
8 France Telecom - Orange restrictedpresentation title
2. the customer challenge
customer relationship = sum of the experience
is the sum of all experiences a customer has
over the duration of their
with a supplier of goods or services,
relationship with that supplier
customer experience
what are the events & implications of an experience?Mr Jones lifecycle customer journey
buyOFFER
SERVEchange
OFFERinfo
INBOUNDCHANNEL
CUSTACTION
PROP/DRIVER
Mr Smith lifecycle customer journey
INBOUND CHANNEL
CUST ACTION
PROP/DRIVER
buyOFFER
SERVEchange
OFFERinfo
9
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em
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otio
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ratio
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22
50
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da
ta p
oin
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4x
5x
OFFERinfo
SERVE
info
sample 100% sample 100%
1. end 2 end customer strategy NOT average snapshot reporting
2. sample voice of customer issue INTEGRATED 100% analytical reporting, delivering;
3. 121 customer lifecycle management &SMART business management
USEvoice, sms, data
USEvoice, sms, data
time
management of the customer over time, across silos
emotional
emot
iona
l ou
tcom
es
rational
rational experiences
lock on
to track at a customer level the rational and emotional perceived experiences over the duration of their relationship & calibrate with the 100% analytics of the experience
lock in
MOODsegment
unite
connect
equal
receptive
indifferent
increased +WOMrevenue
decreased
costschurn
increasedcostschurn-WOM
decreased revenue
vasCSR /l i festyl
e
r isk
transformation measurement
prioritisation
actionable balance score card approach
strategic capability framework
maturity phases
cross silo enterprise reporting 360 multi touch view & VOC
feedback
employee performance
• front office• back office• head office
customer perf indicators - CPIs
•employee•objectives•customer•channel
LISTEN 1.0
branded experien ce
multi channel (cs, retail & online)
CE
bus
ines
s ca
se
EN
GA
GE
2.0
AN
TIC
IPA
TE3.
0
1. unite2. connect3. equal4. receptive5. indifferent
customer relationshipMood ce segmentation
13 France Telecom - Orange restrictedpresentation title
3. re energiser framework
14
3 phase execution approach
silo
tran
sver
sal
bu
sin
es
s
ca
pa
bil
ity
&
cu
ltu
re
re active pro activecustomer culture
info
rmed
dec
isio
ns
mea
sure
men
t
2.0 Engage
3.0 Anticipate
Listen 1.0 will deliver the required transparency for each silo to work together, but only by implementing engage 2.0 will the business case opportunities be realised!
customer engagement
business engagement
customer
Listen 1.0 - top down KPIs with transactional detail
agent – web
rep - retail
KPIs – top down
agent – customer services
marketing customer services retail web operations
redefining the game with engage 2.0
by empowering the business to
sustain engaged customers,
while re-engaging
profitable dis-engaged customers
pro active 121 management of an
individual customers multi touchpoint experience,
during their lifetime with the brand
customer engagement
with employee engagement aligned to empowering
continuous improvement
prioritisation and
measurement
pro active customer engagement
simple customer engagement
indicators driving a transversal customer centric approach to
business engagement
17 France Telecom - Orange restrictedpresentation title
thanks
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