quantifying customer experience - presented at customer experience design 2013

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1 Quantifying greg Stewart SMS Management & Technology www.smsmt.com @clarityrules #CX13 6 may 2013 of customer analytics

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Big data customer experience net promoter score nps analytics service design conference presentation greg stewart SMS four eras of analytics

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Page 1: Quantifying Customer Experience - Presented at Customer Experience Design 2013

1

Quantifying

greg Stewart SMS Management & Technology www.smsmt.com @clarityrules #CX13 6 may 2013

of customer

analytics

Page 2: Quantifying Customer Experience - Presented at Customer Experience Design 2013

questions

Page 3: Quantifying Customer Experience - Presented at Customer Experience Design 2013

A CX LEADER’S CHALLENGE

and

to

try and make a difference?

If I do, will it be

Page 4: Quantifying Customer Experience - Presented at Customer Experience Design 2013

CFO

They count . They want .

Page 5: Quantifying Customer Experience - Presented at Customer Experience Design 2013

customer analytics practices

Page 6: Quantifying Customer Experience - Presented at Customer Experience Design 2013

1.0 2.0 3.0 4.0

four eras

Page 7: Quantifying Customer Experience - Presented at Customer Experience Design 2013

Thurston Howell

Crystal Ball

Trip Fall

1.0 2.0 3.0

4.0

Page 8: Quantifying Customer Experience - Presented at Customer Experience Design 2013

1.0 2.0 3.0 4.0

Page 9: Quantifying Customer Experience - Presented at Customer Experience Design 2013

to get from your

you are using

What Questions

things that you can

ask

you can ask questions

and answers are returned

How you explore data

Page 10: Quantifying Customer Experience - Presented at Customer Experience Design 2013

1.0

out inside

Page 11: Quantifying Customer Experience - Presented at Customer Experience Design 2013

1.0

era 1.0 – inside out

Page 12: Quantifying Customer Experience - Presented at Customer Experience Design 2013

1.0

main symptom of 1.0:

A is just the

of each business unit.

Page 13: Quantifying Customer Experience - Presented at Customer Experience Design 2013

he isn’t.

to get from your

What Questions

How you explore data

Page 14: Quantifying Customer Experience - Presented at Customer Experience Design 2013

2.0

in outside

Page 15: Quantifying Customer Experience - Presented at Customer Experience Design 2013

era 2.0 – outside in

Page 16: Quantifying Customer Experience - Presented at Customer Experience Design 2013

:

Customer’s Point of View

entity identification

top process owners

Page 17: Quantifying Customer Experience - Presented at Customer Experience Design 2013
Page 18: Quantifying Customer Experience - Presented at Customer Experience Design 2013

Guiding Principles

Customer Journey

Opportunities

SMS Services

RIGHT VISION

STAGES

ACTIVITIES

DOING

THINKING

FEELING

Trip Initiation Enrolment Finalise Trip Post-Trip

College e-Enabled Field Trip Experience Map

• Where should I organise the trip?

• When is a good time to go?

• What processes do I need to follow?

• I’m excited about this trip!

• I’m worried it won’t get approval from the Principal

Obtain approval Schedule resources Give permission View itinerary

Go paperless &

move towards

online processes

Adopt automated

workflow where

possible

Introduce “cloud”

spaces for remote

collaboration

Develop web forms,

portals, and apps

Build platforms to

push notifications to

SMSs & emails

• Do we have enough information about this trip?

• How much will this cost?

• Who else is going?

• Can we pay online?

• Happy that Wesley College allowed us to nominate the preferred

communications channel

• Wish we are able to see other parents’ responses

• I need to have an up-to-date view of the responses to

help me finalise arrangements

• What do I do if there is not enough responses?

• Stressed that this is taking longer than expected

• Worried about getting things wrong

RIGHT INVESTMENT RIGHT INFORMATION RIGHT INTEGRATION RIGHT OUTCOMES

Submit internal

trip request form

Mr. Smith

(History

Teacher)

Receive trip

approval

Organise volunteers,

buses, etc.

Mr & Mrs

Lincoln

(Parents)

View trip

itinerary

Receive trip

details

Submit permission slips

Make payment

Mr. Smith

(History

Teacher)

Monitor

responses

Answer

questions

Confirm

arrangements

Notify parents

Receive

confirmation

For queries / difficulties encountered

Consolidate responses Schedule resources Gather feedback Share experience

Mr. Smith

(History

Teacher)

Mr & Mrs

Lincoln

(Parents)

Sarah

(Student)

Share photos

• I need to know if the students enjoyed themselves

• Next time, I will need to plan more carefully

• Excited to share photos with students and parents

Organise payment

Discuss

experience

Get

trip

ratings

Allow knowledge

re-use and

discovery

Encourage sharing

& participations

through online

communities

Build-in intelligence

to merge & report

information from

disparate sources

Trip

Trip

occurs

Participate

For unexpected

changes

Continuous, non linear Non linear, but time based Linear Processes

Business Performance Improvement (BPI)

Information & Data Management (IDM)

Systems Integration (SI)

Program & Project Services (PPS) Project Management

System Architecture Social Media Integration

Business Intelligence

Customer Experience Improvement

Workflow Automation

Transformation Business Case

Page 19: Quantifying Customer Experience - Presented at Customer Experience Design 2013

Experiences have a life cycle

19

Page 20: Quantifying Customer Experience - Presented at Customer Experience Design 2013

Experiences have a life cycle

20

Want Consider Evaluate Buy Experience Advocate Bond

Page 21: Quantifying Customer Experience - Presented at Customer Experience Design 2013

Social media monitoring

Page 22: Quantifying Customer Experience - Presented at Customer Experience Design 2013

IMAGE – TWITTER, FACEBOOK Sentiment analysis

Page 24: Quantifying Customer Experience - Presented at Customer Experience Design 2013

top process owners entity identification customer journey mapping Customer decision journey Social media monitoring Chief Customer Officer Customer satisfaction

:

Customer’s Point of View

Page 25: Quantifying Customer Experience - Presented at Customer Experience Design 2013

2.0 analytics activities Measuring

Tick

Generating showing

performance and stats by

business unit/product etc…

Tick

Page 26: Quantifying Customer Experience - Presented at Customer Experience Design 2013

oh dear…

a little knowledge is a dangerous thing

good idea, bad execution

all the kit, but still pretty s#&t

Page 27: Quantifying Customer Experience - Presented at Customer Experience Design 2013

some

Page 28: Quantifying Customer Experience - Presented at Customer Experience Design 2013

some

Page 32: Quantifying Customer Experience - Presented at Customer Experience Design 2013

Why Q

A Answers not correlated with revenue

Page 33: Quantifying Customer Experience - Presented at Customer Experience Design 2013

customer

delighting

exceeding expectations

Excellence

Page 34: Quantifying Customer Experience - Presented at Customer Experience Design 2013

Recall

Page 35: Quantifying Customer Experience - Presented at Customer Experience Design 2013

Question: Strong correlation to growth?

4%

Source: Satmetrix: The Power behind a single number,

Page 36: Quantifying Customer Experience - Presented at Customer Experience Design 2013

chasing

Page 37: Quantifying Customer Experience - Presented at Customer Experience Design 2013

funding

Page 38: Quantifying Customer Experience - Presented at Customer Experience Design 2013

he isn’t.

he is asking questions

answers are and in fixed structures

What Questions

How you explore data

to get from your

Page 39: Quantifying Customer Experience - Presented at Customer Experience Design 2013

something

Page 40: Quantifying Customer Experience - Presented at Customer Experience Design 2013

3.0

in – but better

outside

Page 41: Quantifying Customer Experience - Presented at Customer Experience Design 2013

no insights false insights explored insights predicted insights insights you didn’t know to ask for

era 3.0 – business outcomes

Page 42: Quantifying Customer Experience - Presented at Customer Experience Design 2013

no insights false insights explored insights predicted insights insights you didn’t know to ask for

Better Question

Page 43: Quantifying Customer Experience - Presented at Customer Experience Design 2013

to get from your

you are using

What Questions

Page 44: Quantifying Customer Experience - Presented at Customer Experience Design 2013

A CX LEADER’S CHALLENGE

and

to

try and make a difference?

If I do, will it be

Page 45: Quantifying Customer Experience - Presented at Customer Experience Design 2013

of CX measure no insights false insights explored insights predicted insights insights you didn’t know to ask for To Get actionable insight: 1.0 You’re not even asking 2.0 you can ask questions of the wrong data but you’re asking bad questions and the answers are slow in coming 3.0 You can ask much better questions about what happened, and the answers are instant, and you can ask follow up questions 3.5 You can ask good questions about what might happen next? 4.0 you don’t have to ask questions -

Quantitative

Qualitative

Outcome

(what happened to the customer?)

(how did they feel about it?

(What will they do as a result?)

Page 46: Quantifying Customer Experience - Presented at Customer Experience Design 2013
Page 48: Quantifying Customer Experience - Presented at Customer Experience Design 2013

Net Promoter Score

Probably the most measure of customer intention

Open Source Simple Surprisingly Robust and versatile

Page 49: Quantifying Customer Experience - Presented at Customer Experience Design 2013

Legitimising investment in customer experience

Page 50: Quantifying Customer Experience - Presented at Customer Experience Design 2013

Question: Strong correlation to growth?

80% 4%

Source: Satmetrix: The Power behind a single number,

Page 51: Quantifying Customer Experience - Presented at Customer Experience Design 2013

what’s it

what’s the of loyalty?

from a to a ?

by 10 points?

Page 52: Quantifying Customer Experience - Presented at Customer Experience Design 2013

Value estimate the of the

average customer in each segment 1.

Look at the

between , and 2.

Hypotheses – find in your

experience design that affect NPS 3.

Work on those 4.

Page 53: Quantifying Customer Experience - Presented at Customer Experience Design 2013

NPS Gives TEETH to customer metrics

1.0 1.0 1.0

Page 54: Quantifying Customer Experience - Presented at Customer Experience Design 2013

NPS Gives TEETH to customer metrics

1.0 1.0 1.0

wallet share

Page 55: Quantifying Customer Experience - Presented at Customer Experience Design 2013

NPS Gives TEETH to customer metrics

1.0 1.0 1.0

retention

wallet share

Page 56: Quantifying Customer Experience - Presented at Customer Experience Design 2013

NPS Gives TEETH to customer metrics

1.0 1.0 1.0

referrals

retention

wallet share

Page 57: Quantifying Customer Experience - Presented at Customer Experience Design 2013

NPS Gives TEETH to customer metrics

bad-mouthing

cost to serve

wallet share

1.0 1.0 1.0

referrals

retention

wallet share

Page 58: Quantifying Customer Experience - Presented at Customer Experience Design 2013

Your industry’s & YOURS

7.6x

referrals

cost to serve

wallet share

bad-mouthing

cost to serve

wallet share

1.0 1.0 1.0

Page 59: Quantifying Customer Experience - Presented at Customer Experience Design 2013

1.0

1.9

0.65

NPS Gives TEETH to customer metrics

Page 60: Quantifying Customer Experience - Presented at Customer Experience Design 2013

Some examples

Page 61: Quantifying Customer Experience - Presented at Customer Experience Design 2013

Cautionary tales no insights false insights explored insights predicted insights insights you didn’t know to ask for

“NPS is , but it’s .

There are lots of things you have to do to and make it .

Page 62: Quantifying Customer Experience - Presented at Customer Experience Design 2013

cautionary tale - sampling

Promoters 45%

Neutrals 22%

Detractors 33%

Page 63: Quantifying Customer Experience - Presented at Customer Experience Design 2013

cautionary tale - sampling

Promoters 45%

Neutrals 22%

Detractors 33%

Promoters 20%

Neutrals 29%

Detractors 51%

Page 64: Quantifying Customer Experience - Presented at Customer Experience Design 2013

64

“ ” Our NPS is 20 A guy from (a well-known Australian Brand), two months ago

cautionary tale – oversimplifying

Page 65: Quantifying Customer Experience - Presented at Customer Experience Design 2013

What’s good?

Page 66: Quantifying Customer Experience - Presented at Customer Experience Design 2013

Segment – with a two tier system no insights false insights explored insights predicted insights insights you didn’t know to ask for

Tier one

Overall

Tier two

Discrete details

Page 67: Quantifying Customer Experience - Presented at Customer Experience Design 2013

Associate

Page 68: Quantifying Customer Experience - Presented at Customer Experience Design 2013

Actionable insight

0.56499

lorem

0.56499

lorem

0.56499

ipsum

0.56499

ipsum

Related to a

Related to

Related to

Related to a

Related to a

Page 69: Quantifying Customer Experience - Presented at Customer Experience Design 2013

Use NPS to prototype service

it creates a

for leaders

Page 70: Quantifying Customer Experience - Presented at Customer Experience Design 2013

to get from your

you are using

What Questions

Page 71: Quantifying Customer Experience - Presented at Customer Experience Design 2013

to get from your

you are using

What Questions

you can ask questions

and answers are returned

How you explore data

Page 72: Quantifying Customer Experience - Presented at Customer Experience Design 2013

data disco- very

Page 73: Quantifying Customer Experience - Presented at Customer Experience Design 2013

73

Analytic

Extensive data modeling to

respond

Works within

Issues with traditional BI

Page 74: Quantifying Customer Experience - Presented at Customer Experience Design 2013

reporting isn’t good enough no insights false insights explored insights predicted insights insights you didn’t know to ask for

“ is

so last year.”

Page 75: Quantifying Customer Experience - Presented at Customer Experience Design 2013

exploring beats reporting no insights false insights explored insights predicted insights insights you didn’t know to ask for

“link .”

Page 78: Quantifying Customer Experience - Presented at Customer Experience Design 2013

Business DISCOVERY over Business Intelligence

NPS Data

CRM Data

Segmentation

Data

Services Owned

Data

Billing info

Churn

IVR Data - #calls,

route, scripts

Financial Data

Usage data

Service outages

Provisioning info

ASSOCIATED IN INSIGHT ENGINE

YOUR DATA EXPLORE & DISCOVER

THAT POSES A

QUESTION

LEADS TO A

THOUGHT

IDEA

LEADING TO

INSIGHT

Page 79: Quantifying Customer Experience - Presented at Customer Experience Design 2013

79

Let me show you

Source: our technology partner: Qlikview

Page 80: Quantifying Customer Experience - Presented at Customer Experience Design 2013

Why is NPS low?

Page 81: Quantifying Customer Experience - Presented at Customer Experience Design 2013

ask a question of your

dear data:

What Questions

dear data:

Page 82: Quantifying Customer Experience - Presented at Customer Experience Design 2013

predictive analytics

Page 83: Quantifying Customer Experience - Presented at Customer Experience Design 2013

to see

patterns

enough

data

Page 84: Quantifying Customer Experience - Presented at Customer Experience Design 2013

Take Business DISCOVERY…

NPS Data

CRM Data

Segmentation

Data

Services Owned

Data

Billing info

Churn

IVR Data - #calls,

route, scripts

Financial Data

Usage data

Service outages

Provisioning info

ASSOCIATED IN INSIGHT ENGINE

YOUR DATA EXPLORE & DISCOVER

THAT POSES A

QUESTION

LEADS TO A

THOUGHT

IDEA

LEADING TO

INSIGHT

Page 85: Quantifying Customer Experience - Presented at Customer Experience Design 2013

...and add in a layer of analytics

NPS Data

CRM Data

Segmentation

Data

Services Owned

Data

Billing info

Churn

IVR Data - #calls,

route, scripts

Financial Data

Usage data

Service outages

Provisioning info

ASSOCIATED IN INSIGHT ENGINE

YOUR DATA EXPLORE & DISCOVER

THAT POSES A

QUESTION

LEADS TO A

THOUGHT

IDEA

LEADING TO

INSIGHT

Page 86: Quantifying Customer Experience - Presented at Customer Experience Design 2013

it’s about likelihood no insights false insights explored insights predicted insights insights you didn’t know to ask for

Based on

risk of

risk of

likely to

likely to likely to

likely to

likelihood of

what do you want to find out?

likely to

Page 87: Quantifying Customer Experience - Presented at Customer Experience Design 2013

Source: Getty Images

it’s about

Page 88: Quantifying Customer Experience - Presented at Customer Experience Design 2013

better decisions

NBO

NBA

Page 89: Quantifying Customer Experience - Presented at Customer Experience Design 2013

NBA and NBO better customer decisions, in real time

Source: our technology partner: ibm spss

Page 90: Quantifying Customer Experience - Presented at Customer Experience Design 2013

what’s it

better

8.4x Simon Taranto - Amex

marketing campaign increase

100% ibm

to target profitable

customers 33%

ibm

on predictive analytics 250% independent

Page 91: Quantifying Customer Experience - Presented at Customer Experience Design 2013

he isn’t.

he is asking questions

answers are and in fixed structures

she is asking questions

she can get answers about

she can ask questions about what’s

What Questions

How you explore data

to get from your

Page 92: Quantifying Customer Experience - Presented at Customer Experience Design 2013

it’s about likelihood Based on

is quite a lot

Page 93: Quantifying Customer Experience - Presented at Customer Experience Design 2013

segmentation

Page 94: Quantifying Customer Experience - Presented at Customer Experience Design 2013

no more sampling

Page 95: Quantifying Customer Experience - Presented at Customer Experience Design 2013

Insure the box

Page 96: Quantifying Customer Experience - Presented at Customer Experience Design 2013

A CMO will have

available to filter for insights than will be produced by the

array

Page 97: Quantifying Customer Experience - Presented at Customer Experience Design 2013

era 4.0 – rocket surgery

Page 98: Quantifying Customer Experience - Presented at Customer Experience Design 2013

era 4.0 – pre hypothesis analysis

what if you

where to look?

with data..

Page 99: Quantifying Customer Experience - Presented at Customer Experience Design 2013

what if you don’t have to?

Page 100: Quantifying Customer Experience - Presented at Customer Experience Design 2013

4.0 topological analysis

abduction and

Page 101: Quantifying Customer Experience - Presented at Customer Experience Design 2013

topological data analysis

Explore

without an hypothesis

Page 102: Quantifying Customer Experience - Presented at Customer Experience Design 2013

It finds similar nodes

It folds the data set together

Shapes reveal the relationships

You explore for meaning and action image: ayasdi.com

Page 103: Quantifying Customer Experience - Presented at Customer Experience Design 2013

create

using shape and colour image: ayasdi.com

Page 104: Quantifying Customer Experience - Presented at Customer Experience Design 2013

Basketball

Image: HD Wallpapers

Page 105: Quantifying Customer Experience - Presented at Customer Experience Design 2013

image: ayasdi.com

Page 106: Quantifying Customer Experience - Presented at Customer Experience Design 2013

image: ayasdi.com

Page 107: Quantifying Customer Experience - Presented at Customer Experience Design 2013

image: ayasdi.com

Page 108: Quantifying Customer Experience - Presented at Customer Experience Design 2013

image: ayasdi.com

Page 109: Quantifying Customer Experience - Presented at Customer Experience Design 2013

just think what could you do with

analytics everything we listed in

segmentation unexpected discoveries in

refinement customer-specific or staff specific

marketing uber

Page 110: Quantifying Customer Experience - Presented at Customer Experience Design 2013

he isn’t.

he is asking questions

answers are and in fixed structures

she is asking questions

she can get answers about

she can ask questions about what’s

he

What Questions

How you explore data

to get from your

Page 111: Quantifying Customer Experience - Presented at Customer Experience Design 2013

1.0 insights

2.0 insights

3.0 insights insights

4.0 insights you

What Questions

How you explore data

Page 112: Quantifying Customer Experience - Presented at Customer Experience Design 2013

A CX LEADER’S CHALLENGE

and

to

try and make a difference?

If I do, will it be

Page 113: Quantifying Customer Experience - Presented at Customer Experience Design 2013

113

thank you

greg Stewart SMS management & Technology www.smsmt.com [email protected] @clarityrules #CX13