in for the long haul - medallia experience...
TRANSCRIPT
In For The Long HaulFulfilling The Volvo Group Brand Promise
Mike Campbell – Vice President Customer Experience, Client Leader
Gui Blaschke – Vice President Customer Experience
IN IT FOR THE LONG HAULFULFILLING THE VOLVO GROUP BRAND PROMISE
MIKE CAMPBELLVice President
Customer Experience, Client Leader
GUI BLASCHKEVice President
Customer Experience
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In increasingly disrupted markets, experience is becomingthe core of the brand
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Brand and Customer Experience are two sides of the same coin
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OrganizationD I S J O I N T E D
MeasurementS E PA R AT E
ActionsI N D E P E N D E N T
Organizations face challenges in integrating brand and customer experience
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And can pay a price for this disconnect…
IN IT FOR THE LONG HAUL – FULFILLING THE VOLVO GROUP BRAND PROMISE
§ Would not recommendthe brand
§ Are unlikely to staya customer
§ Are unlikely to buy additional products or services fromthe brand
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But can reap the rewards when promises are met or exceeded
IN IT FOR THE LONG HAUL – FULFILLING THE VOLVO GROUP BRAND PROMISE
more likely to recommend these brands
more likely to have a stronger preferencefor their brand over others
more spend
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This focus on your brand experience translates into real returns12-year growth in brand value, based on the perceived quality of brand experience:
IN IT FOR THE LONG HAUL – FULFILLING THE VOLVO GROUP BRAND PROMISE
LOW
MED
HIGH
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IN IT FOR THE LONG HAUL – FULFILLING THE VOLVO GROUP BRAND PROMISE
The intersection is where The MAGIC happens
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Ultimately, it’s the people delivering the experience who fulfill the brand promise, so design your program with them in mind
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DOFocus on the elements they own and can change
DOClose the loop
DON’T Forget to share successes and learning opportunities
DON’T Punish and reward for NPS
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IN IT FOR THE LONG HAUL – FULFILLING THE VOLVO GROUP BRAND PROMISE
DRIVING PROGRESS
BORN READY
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We are driving prosperity through transport solutionsThe truck is the lifeblood of our customers, and we need to fulfill the brand promisein the moment of truth
IN IT FOR THE LONG HAUL – FULFILLING THE VOLVO GROUP BRAND PROMISE
QUALITY IN EVERYTHING WE DO
A PARTNER YOU CAN TRUST
U P T I M E
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IN IT FOR THE LONG HAUL – FULFILLING THE VOLVO GROUP BRAND PROMISE
4Q 2017CALL CENTER
1H 2018OTA
PAPER AND PENCIL
2016
AFTER-MARKET SERVICE
Jan 2017
A gradual approach along the service touch points
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IN IT FOR THE LONG HAUL – FULFILLING THE VOLVO GROUP BRAND PROMISE
4Q 2017CALL CENTER
1H 2018OTA
2H 2018PURCHASE PROCESS
1H 2019UPGRADE SURVEY AND DASHBOARDS
PAPER AND PENCIL
2016
AFTER-MARKET SERVICE
Jan 2017
Expanding the touch points along the customer journey…
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Finding the balance and beauty in differencesThe customer personas
IN IT FOR THE LONG HAUL – FULFILLING THE VOLVO GROUP BRAND PROMISE
LONG & REGIONAL HAUL VOCATIONAL
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Consistent customer experience is the name of the game, addressing most sensitive touch points, in line with brand expectations
IN IT FOR THE LONG HAUL – FULFILLING THE VOLVO GROUP BRAND PROMISE
NATIONALAVERAGE
HIGHPERFORM
LOWPERFORM
Welcome/Drop off
(Check-in)
Time to Receive Initial Assessment
(Diagnostics) Communication
Total Time of the Service Event
(Delivery)Repair
Satisfaction
LOW HIGHIMPACT
Customer Touchpoints
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IN IT FOR THE LONG HAUL – FULFILLING THE VOLVO GROUP BRAND PROMISE
573Rooftops
5,370Bays
5,553Technicians
1,975Master Techs
500Support Personal
24/7-365Uptime
160+Certified Uptime Dealers
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… our journey continues, focused on the people in the dealerships who deliverthe customer experience
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IN IT FOR THE LONG HAUL – FULFILLING THE VOLVO GROUP BRAND PROMISE
PARTNER EMPOWER INCREASE UPTIME
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“We respond to all feedback, negative or positive, in a timely manner, promoting our customers as advocates of our brand & business.” Fixed OPS Manager
What is measured, gets done. “Incorporate this program in your everyday practices, as part of your service process.” COO
“We are able to retain customers because we are able to understand their needsand make it better. ” Service Manager
A pulse check along our Journey, CEM Lunch & LearnDealer buy-in, at all levels
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IN IT FOR THE LONG HAUL – FULFILLING THE VOLVO GROUP BRAND PROMISE
PARTNER EMPOWER INCREASE UPTIME
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IN IT FOR THE LONG HAUL – FULFILLING THE VOLVO GROUP BRAND PROMISE
Learning at the gemba,crowdsourcing and sharing best practices
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IN IT FOR THE LONG HAUL – FULFILLING THE VOLVO GROUP BRAND PROMISE
PARTNER EMPOWER INCREASE UPTIME
52,000+Customer Feedback
1,400+CX advocates
>98%Uptime
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IN IT FOR THE LONG HAUL – FULFILLING THE VOLVO GROUP BRAND PROMISE
Q4 2019DIGITAL
Q1 2020FLEETRELATIONSHIP
May 2020EXECUTIVE DASHBOARDS ACROSS THE JOURNEY
CONVERSATIONS
Q3 2019
We’ll continue to focus on response and building the customer journey, embracing technology & innovation
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IN IT FOR THE LONG HAUL – FULFILLING THE VOLVO GROUP BRAND PROMISE
Identify andfix the gaps
Gain the trustof your stakeholders
Focus on learning and improvement
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