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
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
0
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