customer experience what is it and how to measure it? pdfs/south west/pdf's/louise sw… ·...
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www.curo-group.co.uk
Customer Experience – What is it and How to Measure it? Louise Swain
Executive Director, Customer Services
v1.0
A Modern Housing Organisation…
Care and Support
Affordable rent
We are people led businesses…
Consumer Agenda – Good Business Sense…
Defining our Customer Experience…
‘You get the customers you deserve’ Colin Shaw, MD, Beyond Philosophy Building great customer experiences
Customer Experience
Logical
Transactional
Emotional
One-dimensional
One channel
One-off
One element
Short-term
Relational
Multi-dimensional
Multi-channel
Life-time value
Covers all the ‘touchpoints’ of the customer journey
Memorable/lasting impression
Loyalty/advocacy
‘Service’ ‘Experience’
Customer Experience – appropriate?
Customer Experience – available?
Customer Experience – accountable?
Customer Experience – accessible?
What did we know? Customer Satisfaction survey verbatims
Friendly and
helpful Had no problems
in the past
Relative performance better than
other landlords
Keep your promises
I tell you and you
sort it out
Impact of Anti
Social Behaviour
Not calling back
• Appropriate? • Available? • Accountable? • Accessible?
Curo Customer Experience Strategy
Maximum Customer Loyalty &
Minimum Customer Effort
Customer Access
Moments of Truth
Customer Feedback
Customer Insight
Colleague Behaviours
Customer Profiling
Customer Experience
Measurement
Curo Values – Caring, Respectful,
Open, Fair & Trusting
Equality & Diversity
Customer Choice
Help me rent a home
Help me buy a home
Help me raise a complaint
Help me with a repair
Help me keep my
independence
Help me Pay my rent
Help me move house
Help me with anti-social
behaviour
Help me feel proud of
where I live Help me replace/improve
something in my home
Help me get your
agreement
Moments of truth
Customer access
Customer insight – framework
emotions evoked
across all moments of contact
our physical performance
measured against customer expectations
- NPS - Effort
- Customer journey ratings
- OSQ - CROFT values - Quality of home - Neighbourhood sat. - VFM
(CATI) telephone based insight survey
Promoters Passives Detractors
Net Promoter Score = % Promoters minus % Detractors
Question: “How likely would you be to recommend Curo to your family and friends?” Please would you give me a rating on a scale of 0 to 10, where 0 is 'Extremely Unlikely‘ and 10 is 'Extremely Likely’?
Customer Insight – Net Promoter Score (NPS)
Less Emphasis
Neighbourhood Satisfaction
Actively Maintain
Polite/courteous
Ease of contact regarding the issue
Answer calls/emails promptly
Monitor
Quality of Home
Improve
Curo provided a helpful resolution to your
enquiry
Enough knowledge/ experience to help
Provide relevant info/ support
Time taken to complete/ resolve issue
low high
low
high
importance
satisfa
ction
What insight do we have? Contact Centre
Using Insight – Contact Centre outcomes
Because of what we know:
• Trainer recruited Jan 2014
• Resolution First Manager recruited July 2014
• New ‘call back’
process and system change September 2014
• Extended opening
hours
Apr 14 Jan 15 Call maturity rate 80.65 84.6 Jul 14 Jan 15 Complaint e2e time 57 days 24.8 days Target 45 days 30 days Sep 14 Jan 15 Call back SLA breach 27% 4% Target 10% 5% Apr 14 Jan 15 Contact Centre service NPS +19 +29.9
Where are we now?
NPS UKCSI & OSQ