taking steps beyond satisfaction surveys - … · taking steps beyond satisfaction surveys october...
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Taking Steps Beyond Satisfaction Surveys
October 13, 2016
About Me
• Started career in Investment Banking at UBS
• CEO and Co-Founder of SATISFYD, 1998
• Focused on improving the customer experience for 18 years
• Deep knowledge of the equipment industry
• Global customer experience process expert
What We Do…
SATISFYD is a Customer Experience
company that helps you align your
business to evolving customer and
employee expectations
• Voice of the Customer (VoC)
• Voice of the Employee (VoE)
• Dealer Website Assessment
• Mystery Shop
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Customer Satisfaction Customer
Experience Management
Concepts
CEM is intended to narrow the gap between defined customer
experiences and delivered customer experiences
Customer Satisfaction is the measurement of how products and services meet or surpass customer
expectations
Customer Retention
Growth
Improving Dealer Performance
Customer Experience Maturity Model
Adopt
Manage
Measure
Improve
Evolve
AdoptAdopt
Manage
Measure
Improve
Evolve
• Top-down Initiative
• Annual Goal Alignment
• Communicate Value
• Management Involvement
Leadership Commitment
• Performance Objectives
• Regular Goal Updates
• Customer Journey Mapping
Defining Success
• Use Customer Feedback
• Regular Communication & Share Successes
• Employee Survey & Recognition
• Employee Training & Education
Employee Engagement
Journey
Mapping
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Manage
• Defined and documented
• Assign Roles and responsibilities
• Cross department collaboration
Consistent Processes
• Maximum first contact < 48 Hours
• Customer preferred contact method
• Validate Issue resolution effectiveness
• Company wide communication
• Identify culture coaching opportunities
Customer Issue
Resolution
Adopt
Manage
Measure
Improve
Evolve
Measure
• Define accountability systems
• Company / department goals
Create Accountability
• Define / select reports
• Provide goal updates
• Create healthy competition
Review Performance
Adopt
Manage
Measure
Improve
Evolve
Improve• Identify opportunities for change
• Review with entire team
• Align with company goals
• Estimate ROI impact
Identify
• Plan improvement
• Confirm resolution
• Share outcomes to drive culture
Drive Change
• Confirm Improvements achieved
• Calculate financial and non financial ROI
• Share Outcomes to drive cultureAssess Impact
Adopt
Manage
Measure
Improve
Evolve
Journey
Mapping
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Evolve
• Integrate promoters
• Leverage success stories
• Align marketing strategy
• Set improvement goals
• Integrate with sales data
Customer Acquisition
• Refine retention strategy by customer Type
• Promoter / neutral / detractor
• Producer / commercial / property owner
• Refine resolution process
• Provide system to monitor satisfaction
Customer Retention
Adopt
Manage
Measure
Improve
Evolve
Journey Mapping
What is a Journey Map and Why Do it?
• Provides a visual map of the steps and feelings that a specific customer experiences when they do business with you
• Gets your team on the same page
• Aligned with customer
• Help provide insight into areas for improvement
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What is a Persona?
• Create a specific definition of a customer within each segment. Helps align your employees by providing a shared understanding or the different persona’s customers
• Dealing with different customers types
• Different generations
• Unique and changing needs
• Varied types of businesses where solutions are used
Getting Started
• Select the Personas (segments) that you want to define
• Write down the different experiences that they have with your business
• Speak with 10 customers that match the persona to confirm your definitions
• Provide a unique name for that persona
• Use that name to describe that customers in your business
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Essential Components of a Journey Map
• Define the persona and objective of the journey
• Different steps of the journey, with identification of customer at each point
• Define the customer expectation for what they can accomplish at each step
• How customer perceive that experience base on their stated expectations
• How does the customer feel at each step
Voice of the Employee
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What is VoE / Employee Engagement
Wikipedia –
• Employee engagement is a property of the relationship between an organization and its employees.
• An "engaged employee" is defined as one who is fully absorbed by and enthusiastic about their work and so takes positive action to further the organization's reputation and interests
Top 3 Employee Engagement Challenges1. Pay
2. Benefits
3. Job Satisfaction
4. Supervisor
5. Opportunity
6. Training
7. Leadership
8. Ethics
Pay
Benefits
Job S
atis
fact
ion
Superv
isor
Opport
unity
Trai
ning
Leaders
hip
Ethic
s
24%
8%
18%
4%
11%
13%
15%
7%
Voice of the Employee
• Give staff an opportunity to voice concerns
• Ability to contribute to direction
• Provide leadership with Top 3
• Basis for location specific training
• Measurable way to identify gaps / improve
• Integrate with Voice of Customer results
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Employee Impact on the Customer
• When a customer has a poor experience with an employee your customer score will suffer
Employee Training
• Opportunity for employee growth
• Employee training should be tailored based on the results from the VoC and VoE surveys
• Considering using existing Learning Management solutions
• Align curriculum to goals set based on identified gaps
• Train on identified areas for improvement
• Reinforce identified areas of excellence
Employee Training – What you get
• Increased job satisfaction and morale among employees
• Increased employee motivation
• Increased efficiencies in processes, resulting in financial gain
• Increased capacity to adopt new technologies and methods
• Increased innovation in strategies and products
• Reduced employee turnover
• Enhanced company image
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Key Scorecard MetricsYou can't manage what you can't measure.
Customer Willingness to Recommend(NPS)
Definition Formula How to Impact Target
Customer willingness to
recommend your
dealership department to
another friend or
colleague
CSI Question “Willingness
to Recommend” Percent
of responses marked with
a 9 or a 10 (Promoters)
minus <6 (Detractors)
divided by all responses
Improve
Accurate,
Convenient,
Helpful and
Knowledgeable
>75%
Promoters
Employee Willingness to Recommend(NPS)
Definition Formula How to Impact Target
Employee willingness to
recommend your
dealership department to
another friend or
colleague
CSI Question “Willingness
to Recommend” Percent
of responses marked with
a 9 or a 10 (Promoters)
minus <6 (Detractors)
divided by all responses
Well informed,
opportunities,
input welcomed,
doing things well,
pay is fair,
supervisor helps
me
>75%
Promoters
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Next Steps
• Create an integrated strategy for customer experience management that is based on your customers journey
• Identify a few gaps and define a strategy to improve
• Adopted measures can provide great insight into what generates the most value for your business
• Determine what assessment solutions will be most effective for your business
• Implement ongoing training that aligns to defined experiences
Thank you!Ryan Condon
CEO, SATISFYD
630.276.7921