onboarding research - research techniques to track effectiveness of stabilizing new customer...
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Kinesis CEM, LLC
Onboarding Research: Research Techniques to Track Effectiveness of Stabilizing New Customer Relationships
https://blog.kinesis-cem.com/2015/05/12/onboarding-research-research-techniques-to-track-effectiveness-of-stabilizing-new-customer-relationships/
Eric Larse is co-founder of Seattle-based Kinesis, which helps companies plan and execute their customer experience strategies. Mr. Larse can be reached at [email protected].
http://www.kinesis-cem.com
kinesis-cem.com 206.285.2900 [email protected]
Onboarding Research:Research Techniques to Track Effectiveness of Stabilizing New Customer Relationships
New Customers = High Risk of Defection
Stabilizing Interactions Promote Customer
Retention
Stabilizing Customer
Interactions
Systematic Education to:
-Set Expectations
-Inform How to Use Services
Stabilizing Customer
Interactions
Part of this systematic approach to create stabilizing service encounters is to measure the efficacy of customer
experience at all stages of this stabilizing process.
Onboarding Research
Define the Process:
What types of stabilizing experiences do you expect from initial purchase and beyond?
OnboardingResearch
Measure the Onboarding Process by
Auditing the Performance of the
Process and its Influence on the
Customer Relationship
Onboarding Research
Efficacy of Sales Process
Audit Specific Onboarding Events at Discrete Time Periods
Mystery Shopping
Evaluate the Effectivenessof Onboarding in Terms of Stabilizing the Customer
Relationship
At Distinct Intervals after Customer Acquisition
Customer Perspective
Use 3 Loyalty Benchmarks to Gauge Effectiveness of Onboarding:
- Would Recommend-Customer Advocacy
-Primary Provider
Customer Perspective
The likelihood of the customer recommending the brand to a friend, relative or colleague.
Would Recommend
The extent to which the customer agrees with the statement, “you
care about me, not just the bottom line?”
Customer Advocacy
Does the customer consider the branch
their primary provider for similar
services?
Customer Advocacy