Chief Customer Officer Forum Sydney 28-29 Nov

Belinda Dimovski Director Customer Experience ANZ

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Group Coaching 1:1 Coaching Online Coaching Licenced Food Fresh Food WW App WW @ Work

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WW Brand in 2010

Food

Food plan, based on Weight Watchers

Points system (every food has a points value that helps consumers

stick to their individual daily points targets)

Healthy eating guidelines

Exercise

Points Activity system to complement the Points

Food system

Formula that calculates the points value for

various activities

Points earned through activity can be swapped

for additional food

Behavioural changes

Self-monitoring (Weight Watchers Points tracker)

Regular weigh-ins at Weight Watchers

meetings

Cognitive skills (techniques that help

make long-term positive changes)

Supportive atmosphere

Weekly Weight Watchers meetings

Online forums

Tips and advice as well as group support to help achieve weight loss goals and make

positive lifestyle changes

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The Considerations:

• At any point in time, 74% of the female population is actively trying to lose weight

• A woman will start dieting at least 49 times over the course of a lifetime

• In 2007 Weight Watchers was 1 of every 7

attempts with a small set of competitors

• In 2013 Weight Watchers was 1 of 13

attempts with an explosion of competitors

mostly free apps

Customer Experience Journey

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Customer Experience Journey

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Customer Experience Journey

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Customer Experience Journey

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Customer Experience Journey

1. IN MEETING TECHNOLOGY

• No more paper

2. REDEFINE SERVICES

• Online Coaching versus Group or 1:1 Coaching

3. VOICE OF CUSTOMER PROGRAM

• Develop a NPS and CSI score across all consumer touch points

4. VISITOR EXPERIENCE

• The WW experience to be more consistent across all consumer contact channels

5. PERSONALISATION

• We will be able to collect, maintain and retrieve information specific to each member

6. ON LINE USER EXPERIENCE

• Our coaching team will be better skilled to support members in the use of our on-line offering and

digital tools.

7. EMPLOYEE EXPERIENCE

• Align employee and customer experience outcomes

Customer Experience Projects

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US DSS Reports

ANZ Subscriber

Payment Subscriptions

Credit Card Default

Login Report

Data is 2 days old

Recieved 12.30am

POINTPAL

Emeet New

Emeet Attendance

Emeet Achievement

eMeet Product Sales

Data is 1 day old

Received 12.30am

WWAUDB01

Transformed daily into;

AU_UNLIMITED_UNSUBSCRIBE.txt

ETOOLS_UNSUBSCRIBE.txt

ONLINE_UNSUBSCRIBE.txt

AU_UNLIMITED.txt

ONLINE.txt

ETOOLS.txt

SFTPemail

Exact Target

Member File

Contact File

Marketing Pref File

Attendance File

Leader File

Location File

Online Chat

Credit Default

DOTCOM File

Shop Vouchers

Data is 3 days old

Morning Transfer 10.00am

SCRIBE

66 x Import

Interfaces

SCRIBE

Export

Interfaces

MEMBERSHIP

CONTACTS

MARKETING PREF

ATTENDANCE

LOCATION

LEADER

SFTP

Membership Process

SCVID Process

DATAMART

Microsoft CRM Dynamics 2015

LEADS

MCS

AU/NZ Location

AU/NZ Leaders

Data is 1 day old

exported Daily

ESHOP

AU_Orders

NZ Orders

Data is 7 day old

Sent Weekly

WWAUDB01

Transformed weekly into;

AU_ORDERS

AU_ORDER DETAILS

NZ ORDERS

NZ ORDER DETAILS

WWAUDB01

Transformed daily into;

AU LOCATION

AU LEADER

NZ LEADER

AU LEADER

SFTP

SFTP

SFTP

SFTP

Data ImportDaily/Weekly/Adhoc

35 Files – 6 Sources

Data ExportDaily/Weekly/Adhoc

10 Files – 3 Targets

DOTCOM

COLES

Points file

Link\DeLink File

Data is 1 week old

weekly Transfer

SFTP

ORDERS

PROGRAMS

US EPSILON

Flybuys

Master Opt Out

Ezine Opt Out

Promo Opt out

Data is 2 days old

Recieved 12.30am

SFTP

EXACT TARGET

Sent

Open

Click

Bounce

Unsubscribe

Data is 1 day old

FEATURES

CREDIT_CARD

MILESTONE_HISTORY

SF_SENT

SF_OPEN

SF_BOUNCE

SF_UNSUBSCRIBE

SF_CLICK

SFTP

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Consumer Insights – Data Flows

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Personalisation

Email

Pop-up on WW home page for state based offer Facebook Ads

In-meeting POS

Integrated Online Experience

Social Assets

Email to member who attended their meeting and lost weight compared to

their prior meeting attendance weight.

Email displays a dashboard with current weight and weight lost.

Email to Group Coaching member who attended their meeting and did not lose

weight.

Email has a “Stay Strong” message.

Email to Group Coaching member who has not attended two meetings in a

row, encouraging them to attend their local meeting.

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Member Engagement

Voice Of Customer

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Once a member interacts with us; in meeting, online, via the shop, through the call centre or to cancel, they are added onto the potential survey list. We ensure members are surveyed only once in any 12 week period and we have developed a dashboard collating results at Coach, area and channel levels. NPS is a KPI for Coaches and forms part of their goals Hot alerts are handled by Directors and SMT

Voice of Customer

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JANUARY FEBRUARY MARCH APRIL MAY JUNE JULY AUGUST SEPT

2016 Meetings 59.1 58.1 64.0 66.3 68.4 72.4 67.1 73.9 67.2

2016 Online 10.0 10.0 2.9 38.1 29.9 33.1 37.9 31.9 33.7

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10

20

30

40

50

60

70

80

SCO

RE

NPS OVERVIEW – GROUP & ONLINE

CSI INDEX

• WW collects email and marketing consent at the time of chat

Prospect engages in Online Chat on the

Visitor website

• To those who have not signed up to a plan

• Email is tailored by whether the member is Returning/Never

Automated email is sent to prospect two

weeks post chat

• Will look to test other aspects of message in future (i.e. subject lines, timing of launch, reminders)

Test, learn and improve

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Visitor Click to Chat

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Customer Contact Centre

Current Challenge • Members experience long wait times mainly during peak times and promotions • High call cost of having a member ‘on hold’ • Inability to support team members remotely

Technology Solution • Cloud based system – completely scalable • Team members resourced internally and externally (Coaches) • More efficient call handling and no wait times • Single contact resolution, view all member interactions- phone, chat, email, social

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We evaluate and Report on all tests

Example only:

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Employee Engagement

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What Next? – Emotional Engagement

Knowing what you know about that customer,

where they have come from, their motivation and where

they are heading all play a key part in providing the right support to re-engage and

re-motivate them.

Chief Customer Officer Forum Sydney 28-29 Nov

Belinda Dimovski Director Customer Experience ANZ