the customer journey be one step ahead
DESCRIPTION
A short introduction to trends in improving your Customer\'s Experience of their interactions with your organisation and how that can improve profitability and reduce operating costs.TRANSCRIPT
The Customer Journey – Be One Step aheadTrends and influences - 2010
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What we observe in the Customer Contact environment…
Importance of Client Experience is moving from an agreed perception to a strategy that is now being implemented
The Internet is driving companies to rethink their Client Management strategy and investments
Social Networking is starting to impact ‘old world’ business processes and organisational thinking and boundaries
Strategy lacks operational depth and ‘new world’ reality
Integration ‘old world’ legacy with new systems, channels and processes is heavily underestimated
Some examples?
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What is Customer Experience Management?
Client promise
Operational realityGAP
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Client Experience
Management
Brand Portfolio
Key Service areas
Client Behaviour
Client Scenarios
Interactions via different Channels
Segmentation and differentiations
Operational Reality
Coordination of Interactions
Company Culture
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Client Experience – Growing momentum as a market differentiator
Sustaining staff commitment and engagement Change
Management Role Alignment Personal
Commitment Knowledge
Management
Manifesting itself in different ways in organisations plans
Designing Client interactions
Moments of truth
Multi-dimensional segmentation
User centered design
Customer Intelligence
Communicating and transacting with Clients intelligently
Real-time, intelligent messaging
Social networking and feedback
Active recovery and service-to-sales
Realistic segmented treatment
Delivering a consistent experience
Multi-channel interaction coordination
Operational customer profile
Method of Choice
Customer Experience Principles
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Designing Client experience through all Legal interactions and channels
Moments of truth are the reality of a customer experience
The Client Journey Across Marketing, Business Development, Advice & Services
Recommender & Re-order
After Service
Receive Service
Receive
Order
Arrange Payment
Signing Up
Decide & request
Explore & Select
Realising Need
Getting Aware
Services
How to retain more & Increase Cross- & Up-sell
Business Development
How to Acquire and convert more
Marketing
How to Attract more
Cirquent’s Customer Journey Model
What should the desired experience be?
Differentiate by segment, channel or
scenario?
Some examples…
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Define a Client Experience Strategy?
What does the firm want to be famous for?
What kind of relationship do you want to build with your customers & referrers?
How do you want your customers to feel when they have completed a journey with you?
How does this differ across different customer groups based on need and value?
How will you deliver that aspiration for each customer journey, consistently at each customer experience / touchpoint, for hundreds and (or) thousands of customers?
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Link Client Experience Projects to the Business Case
Self service channels to improve client satisfaction
Profitability
Marketing optimisation to reduced marketing costs and improved response ratesReduce costs
Build Web & Client Community to increase Net Promoter Score
Revenue Integration & availability of available data
Segmenting clients and targeting effort
Inbound call routing based on number recognition & available information
85% of senior business leaders believe they could increase Client loyalty and market share by focusing their organisation on integrated customer experience strategies and implementation
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7 Ways that leading Firms differentiate their Client Experience
1. Delivering consistently
2. Resolving questions on first contact
3. Recognising the Client when they contact you appropriately
4. Making a personal connection at point of contact
5. Delighting through random acts of “going the extra mile”
6. Involving Client in your organisation and making them care
7. Staff that are committed and care
These may be part of a larger and structured programme to improve Customer Experience but have to be embedded in the Firm’s way of doing business
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About Cirquent
Cirquent is a member of the NTT Data Group 35 year pedigree with 15 years experience in
the UK Systems Integration partner who specialises in
CRM, Telephony Technology, Business Intelligence & Multi-Channel Marketing
Turnover of circa €300 million in 2008 1,700 employees with 80 in the UK Group Headquarters in Munich, UK offices in
London and Solihull
Systems Integration Company who specialise in: Client Relationship Management Telephony Technology and Solutions Business Intelligence Multi-channel Marketing Hosting & Outsourcing
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NTT Data Corporation
NTT Group Went public in 1985 Telecommunication and IT Sales: JPY11 trillion
(EUR 90 billion, *1)
NTT DATA Corporation
Spun-off in 1988
Consulting, System Integration and Outsourcing Services
15th biggest IT service provider worldwide
Sales: JPY 1 trillion (€ 9 billion)
Employees: 30,800
Regionaltelephone
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telephone
Mobile
Netw
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Long d
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NTTGroup
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Our Approach - Why We Are Different
End to End approach
CONSULTINGAligning Strategy to Business Requirements
Formal transfer from Implementation to Support
24/7 Support of Solution and Product
Pre-emptive support improvements
On-goingTraining Technical Health Check Disaster Recovery
Assessment Application Management
SOLUTION DELIVERYApplication Development & Systems Integration
AFTERCAREApplication Management & Support Services
Business Consultancy Business Case Strategy & Transformation Process Design
Management Consulting Programme Management Benefit Realisation Change Management
IT Consulting Programme Management Benefit Realisation
Project Management Hardware & Software
selection Requirements analysis &
solution design Solution Development,
Systems Integration and Data Migration
Quality Assurance & Testing Effective Training
Programmes Installation and Go-Live
Support Post Project ReviewsPractical solutions with a realistic implementation plan with full aftercare support
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Sector Portfolio
Security Management
Customer Relationship Management
Telephony TechnologiesIT Service Management
eCommerce
Business Intelligence and Analytics (inc. Web)
Mobile solutions
Multi-channel Marketing
Outsourcing & hosting Legacy system integration
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Contact details
Malcolm WhiteHead of Sales & MarketingCirquent | NTT Data GroupDevon House58-60 St. Katharine’s WayLondon | E1W 1LB
Tel +44 (0)20 7977 1000 | Mobile +44 (0)7768 455046 | Fax +44 (0)20 7977 1001
E-Mail [email protected] | Internet http://www.cirquent.co.uk