customer experience: the big picture -...
TRANSCRIPT
Customer Experience: The Big Picture
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InMoment CX Elevated 2014
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The fluff to tough blueprint…
“Do what you do so well that they will want to
see it again and bring their friends.”
- Walt Disney
Copyright ©2014 Temkin Group. All rights reserved.
80% 60% 70%
Very Poor Poor Okay Good Excellent
50%
Okay Good Excellent Grocery Chains
Banks Investment Firms
Parcel Delivery Services
Retailers Retailers Retailers Retailers
Investment Firms Investment Firms Insurance Carriers
Credit Card Issuers
Insurance Carriers Insurance Carriers Insurance Carriers Insurance Carriers Credit Card Credit Card Issuers Issuers Issuers Issuers
Industry Average Low Score High Score
Fast Food Chains Fast Food Chains Fast Food Chains Fast Food Chains
Hotels
Appliance Makers
TV Service Providers
Internet Service Providers Health Plans
TV Service Providers TV Service Providers TV Service Providers TV Service Providers
Internet Service Providers Internet Service Providers Internet Service Providers Internet Service Providers Health Plans Health Plans Health Plans
Auto Dealers
Airlines Hotels Hotels
Appliance Makers Appliance Makers Appliance Makers Appliance Makers Airlines Airlines
Computer Makers
Rental Cars
Wireless Carriers Appliance Makers Appliance Makers
Computer Makers Wireless Carriers Wireless Carriers Wireless Carriers Computer Makers Computer Makers Computer Makers Computer Makers Computer Makers
Software Firms
2014 Temkin Experience
Ratings
15 out of 19 industries improved
between 2013 and 2014
48% of firms improved by 1 %-point or more
32% of firms declined by 1%-point or more
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-35.0
-25.0
-15.0
-5.0
5.0
15.0
25.0
-25.0 -20.0 -15.0 -10.0 -5.0 0.0 5.0 10.0 15.0
Temkin Experience Ratings
(Compared with industry average)
Customers who are likely to buy more
from company (compared with
industry average) Base: 268 companies, 10,000 U.S. consumers Source: Temkin Group Q1 2014 Consumer Benchmark Study
Pearson correlation
(R) = .83
5.0 10.0 10.0 15.0 -25.0 -20.0 -15.0 -10.0 -10.0 -10.0 -5.0 -5.0 -5.0
industry average) 5.0 5.0 5.0
15.0
25.0
-25.0
-15.0
-5.0 -5.0 -5.0
Customers who are
0.0 0.0 0.0 0.0 0.0
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CX correlates to loyalty
Very likely to purchase more 9% 92%
Very poor CX rating
Very good CX rating
Very likely to recommend 4% 86% Very likely to forgive 9% 67% Very likely to try new offerings 6% 57%
Base: 268 companies, 10,000 U.S. consumers Source: Temkin Group Q1 2014 Consumer Benchmark Study
Copyright ©2014 Temkin Group. All rights reserved.
31%
27%
19%
13%
7%
3%
1) Ignore
4) Operationalize
5) Align
3) Mobilize
2) Explore 2) Explore
Base: Organizations with $500 million or more in annual revenues
6) Embed
3) Mobilize
Operationalize
5) Align
6) Embed
Tough
Fluff
Six stage of CX maturity
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Comparing fluff and tough Fluff Tough
Belief Great CX Is important to our company’s success
Our brand and values require great CX
Focus CX improvement projects Sustainable customer-centric operations
Metrics CX-specific dashboards Balanced operational scorecards including CX
Brand Brand platform includes clear customer promises
Employees understand the link between their efforts and
brand promises
Customer Insights Closed-loop VoC program
Ongoing insights from integration between feedback
and operational data
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Customer feedback is cheap Actionable insight can be valuable Taking action on insight is precious
VoC fluff to tough mantra…
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Elements of VoC rated as good or very good
29%
30%
43%
45%
74%
Reviewing implications that cut across organizations
Making changes to the business based on the insights
Sharing feedback across the organization
Developing actionable insights from the data
Soliciting customer feedback
Base: Organizations with $500 million or more in annual revenues Source: Temkin Group Q3 2013 CX Management Survey
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What are your significant sources of customer insights?
27%
28%
30%
49%
41%
76%
76%
43%
43%
49%
52%
52%
77%
94%
Inbound customer emails
Call center agent notes
Customer transaction history
Social media listening
Feedback from front-line employees
Periodic relationship surveys
Surveys after interactions
More Mature VoC Programs
Less Mature VoC Programs
Base: Organizations with $500 million or more in annual revenues Source: Temkin Group Q3 2013 CX Management Survey
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Which of the following are significant obstacles to your VoC efforts?
Base: Organizations with $500 million or more in annual revenues Source: Temkin Group Q3 2013 CX Management Survey
23%
35%
49%
72%
76%
81%
57%
9%
15%
28%
48%
48%
59%
65%
Designing surveys
Targeting the right customers for feedback
Analyzing the data
Getting the organization to embrace the insights
Sharing data across the organization
Taking action based on insights
Integrating with internal systems
More Mature VoC Programs
Less Mature VoC Programs
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Every experience has three components
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Experience
Can they achieve what they are trying to do?
How easy is it for them to do what they want?
How do they feel about the
experience?
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Emotions are under-appreciated
30%
45%
45%
53%
Customers' emotional response to interactions
Completion of interactions
Customers' ease of completing interactions
Customer satisfaction with the outcome of interactions
Companies that rated their efforts of measuring these customer experiences as good or very good
Base: 173 companies with annual revenues of $500 million or more Source: Temkin Group Q4 2013 CX Management Survey
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Non-customers are a blind spot
17%
19%
40%
46%
47%
Prospects who are not yet customers
Customers who have defected/left
Long-term customers who have not recently renewed
New customers
Customers who have recently renewed or purchased more
Companies that rated their efforts of measuring these customer experiences as good or very good
Base: 173 companies with annual revenues of $500 million or more Source: Temkin Group Q4 2013 CX Management Survey
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…so are wireless and cross-channel Companies that rated their efforts of measuring these
customer experiences as good or very good
26%
27%
48%
52%
62%
On a wireless device
Across multiple channels
In the store/branch
Online
Over the phone
Base: 173 companies with annual revenues of $500 million or more Source: Temkin Group Q4 2013 CX Management Survey
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Six Trends That Will
Reshape VoC
Where
Is
VoC
Heading?
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1. De-bloating surveys
•! Fewer questions •! Segmented to audience •! Detect vs. Diagnose •! Improvement trumps tracking
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2. Open-ending questions
•! Ask broader questions •! Identify sentiment and categories •! Discover new topics •! Review targeted verbatims
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4. Contextualizing insights
Business context
Timely, relevant
data
Contextual Insights: Observations drawn from data that resonate with an understanding of the business that resonate with an understanding of the business
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5. Journey-ifying measurement
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•! Find out about school vacations
•! Find out about family events
Customer needs and activities
•! None
Expectations for online travel agency
•! Discuss with family
•! Discuss with friends
•! Read magazines
•! Review online travel sites
•! Get sense of costs
•! Compare prices of different travel destinations and packages
•! Discuss with family
•! Search online for details on top options
•! Compare prices of different itineraries
•! Book cheapest flight that meets needs
•! Book cheapest hotel that meets needs
•! Book cheapest flight and hotel that meets needs of the entire family
•! None
•! Book a few reservations for dinner nearby
•! Find and book a couple of interesting tours and excursions
•! Notify when flights are late
•! Rebook flights when there is a missed connection
•! Figure out what to pack and pack family
•! Print tickets and travel information
•! Plan for transportation to and from airport
•! None
•! Arrange for activities at hotel
•! Keep track of all of things that have been scheduled
•! Post fun stuff on Facebook
•! Notify when flights are late
•! Rebook flights when there is a missed connection
•! Pack up family
•! Plan for food and meals during the trip
•! Plan for transportation to and from airport
•! None
•! Create digital photo album
•! Send pictures to friends and family
•! Tell people about the good and bad parts
(Customer perception of experience: Good | Neutral | Bad)
Customer Journey Map (Example)
Stages of journey
Customer’s emotional state along the journey
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6. Prescribing actions
Predictive Analytics
Customer feedback
Customer history
Real-time interactions
Prescribe Actions
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Six trend that will reshape VoC
1.! De-bloating surveys 2.! Open-ending questions 3.! Soliciting employee feedback 4.! Contextualizing insights 5.! Journey-ifying measurement 6.! Prescribing actions
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Customer feedback is cheap Actionable insight can be valuable Taking action on insight is precious
VoC fluff to tough mantra…