generation cx 2018 - boussias conferences...irrational academy cx so everyone claims they are doing...
TRANSCRIPT
Generation CX 2018 From customer service…
to human experiences
Georgia Korbou Business Development Director
Braincandy. Group
Braincandy. GroupGetting brands in touch with people.
Measurements& Analytics
Braincandy
Reviews & Personalisation
zevioo
Trainings & Consulting
irrational academy
CX
So everyone claims they are doing it.
Everyone talks about it.
Nobody really knows how to do it.
Everyone thinks everyone else is doing it.
is like teenage sex.
People experience companies through end-to-end experiences, not touchpoints
*Source: McKinsey Digital Labs, n=27,000
Measuring satisfaction of the Total Journey is 30% more predictive than measuring satisfaction of individual interactions.*
WebsiteRetail storeTotal Journey
CX=Telephone Support
4/10
Telephone Sales
Customer touchpointsStory: Renewing my telephone contract
6/108/10 6/10 8/10
Customer experience reality
Connection Cafe
Desk research
February
Implicit Market Scan
June
Shopper Missions
April
Experiential FGDs
January
Mini workshops with companies
5 Group Discussions
Approaches & reports analysis
Next generation Mystery shopping
Online survey with 1,050 people*
March
*Sample was representative of the population in Greece: 18+ years of age, 49% Male - 51% Female, split across different age groups, based on General Greek population (National Statistics Bureau).
Generation CX study outline
Human�8Coding of over 2,000 open-ended responses for Good and Bad experiences as a customer. n=1,050
Overview
CX Unaided Drivers
Generic comment
Both Good & BadGood CX Bad CX
Coded unaided responses regarding good & bad experiences
15.8%
18.1%
16.2%Transparency/
Trust
Environment
Human factor is key in shaping customer experiences
Easy processes
9.4%
2.4%
10.9%
Product focused
18.7%
10.4%
11.1%
2.8%
1%
7.8%
0.3%
3.2%
2.5%
11.2%
2.1%
3.8%
Generation CX Greece - 2018
Sklavenitis
AB Basilopoulos
Vodafone
Public
Cosmote
Kotsovolos
Plaisio
Lidl
Wind
Masoutis
Germanos
Zara
E-shop
Hondos Center
Media Markt
0% 4% 8% 11% 15%
1,4%
1,6%
1,7%
1,9%
2,0%
2,2%
2,6%
2,7%
3,9%
4,2%
4,5%
5,1%
5,2%
7,6%
11,1%
Super Market retailers offer the best CX in GreeceTop Of Mind Brands with Good CX, across industries
Q. Please think very quick good/bad customer experience and tell me which companies come first in your mind. Please tell me three things that made this experience the best one. N:1050
Top 10
�9
CX Champions
Overview
Generation CX Greece - 2018
There is no single formula for good CXType of experience associated with Good CX
Q. Please think very quick good/bad customer experience and tell me which companies come first in your mind. Please tell me three things that made this experience the best one. N:1050�10
CX Champions deep dive
SKL
AB
Vodafone
Public
Cosmote
Kotsovolos 2,3%
4,3%
1,9%
3,8%
4,5%
2,1%
1,9%
6,3%
4,3%
9,1%
21,3%
20,8%
18,5%
5,0%
9,4%
36,4%
19,1%
20,8%
11,1%
47,5%
30,8%
13,6%
12,8%
11,3%
11,1%
3,8%
11,1%
34,1%
40,4%
45,3%
57,4%
33,8%
44,4%
Human Generic comment Product Focused Convenience Environment Transparency/Trust
Overview
Generation CX Greece - 2018
Overview
�11
Industry ranking
Q. Please tell me what is your overall customer experience in each of the following industires. N:1050
Electric Stores
Top 3 industries based on overall customer experience
Super Markets
Retailing wins all medals, with Super Markets in the lead
Generation CX Greece - 2018
Home StoresCosmetics
Cosmetics
9.5%
17.5%
21.2%
17.1%
4%2.7%
0.9%1.7%
Electronics
9.1%
16.7%
25.0%
20.5%
3.4%2.1%0.7% 1.4%
house
9.5%
14.6%
24.7%
19%
4.5%2.6%0.5% 1%
6.4%
14.2%
15.5%
16%
7.5%
6%3.1%
5.1%
Banks
4.7%
11%
15.9%
15.4%
7.5%
7.5%
4.2%5.5%
Insurance
5%
8.1%
12%
15.5%
8.3%
6.8%
4.5%
6.3%
2.4%
3.6%
8.3%
9.6%
s/m
17.1%
26.2%
26.5%
13.6%
1.3%1%0.4% 0.3%
�12
Industry CX ScoresCX scores across different industries
Q. Please tell me what is your overall customer experience in each of the above categories. N:1050
13.6% 25.3%21.1% 23.6% 26.1% 28.3% 33.6% 25.6%
Civil sector
11.3%
10.5%
11.7%
17%
Super market Electric
storesHome stores
Cosmetic stores
Telecoms
8,0
OverviewRetailing wins all medals, with Super Markets in the lead
Generation CX Greece - 2018
7,2 7,1 7,1 6,3 6,0 5,8 4,5scores
Great opportunity on 2nd level attributes, especially for servicesAttribute scores of different industries
Q.Please evaluate each category in the following attributes. N:1050
2,5
3,0
3,6
4,1
4,7
5,2
5,8
6,3
6,9
7,4
8,0
8,5
Clean & Tidy
Availability of Products/ Services
Informed Personnel
Easy Processes
Polite Personnel
Transparency
Honest smileTrust me
Respect me
Surprise me
�13
Electronic stores
Generation CX Greece - 2018
Insurance Companies
Supermarket
Home Stores (IKEA, Praktiker etc)
Cosmetic stores
Telecoms
Banks
Public Sector
1st Level 2nd Level
CX Attribute Scores
Overview
5 Key Take-aways Overview
CX level in Greece is very basic, although payoffs for great experiences are tangible: up to a 16% price premium on products and services, plus increased loyalty (PwC Future of CX).1.
It is not about generation, it is about human nature: Gen Z isn’t all that different from millennial generation and Gen X and serving age-old needs with modern tools: convenience, transparency, trust and human interaction is what customers are looking for.
2.
If you cannot provide magical experiences, at least make sure that 1)your personal is polite and helpful (no need for over-friendliness) and 2) you respect their time and money (convenience).
3.
Technology and environment are not final solutions but enablers: Well designed stores, websites and apps are meaningless if convenience and relevance are missing.4.
Key Take-aways
Generation CX Greece - 2018
You cannot expect Great CX, if you don’t measure it this way: Traditional tools (ie. Mystery shopping) focus on touchpoint and can only reach basic CX.5.
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