Drive Action By Combining Field Services, Performance and CX Data

Transcription

1 EXPERIENCE 18 CUSTOMER EXPERIENCE NEXT LEVEL OPERATIONS: Drive Action By Combining Field Services, Performance and CX Data Rick Reilly, Practice Leader, Strategy & Research, Deloitte & Touche LLP

2 Data is becoming a significant pain point. It s hard to know which is important and what to do with it.

3 The customer experience is a multi-dimensional construct CUSTOMER BRAND Personal Needs Reputation Past Experience CUSTOMER EXPERIENCE Marketing Communications Expectations Perception Execution Design CX OUTPUTS CX INPUTS Understanding of Expectations 3 Copyright 2018 Deloitte Development LLC. All rights reserved. Source: Delivering Service Quality; Zeithaml, V.A., Parasuraman, A, & Berry, L.

4 There are two types of measurement Measures of Performance CX INPUTS Were our tasks or actions carried out as intended? Identifies gaps between execution & design. Diagnoses tactical causes for remediation. Measures of Effectiveness CX OUTPUTS Are we achieving results that move us toward our desired end-state? Identifies gaps between perception & expectation. Monitors resulting sentiment of internal efforts. INTERNAL OPERATIONS 4 Copyright 2018 Deloitte Development LLC. All rights reserved.

5 Linking measures to action 1 Aggregate 2 Determine measures both inputs and outputs opportunities through analytics 3 Connect opportunities to potential solutions 4 Monitor 5 Measure implementation to foster accountability impact of implementation to inform future solutions MONITOR IMPLEMENTATION MEASURE IMPACT CONNECT AGGREGATE MEASURES DETERMINE OPPORTUNITIES 5 Copyright 2018 Deloitte Development LLC. All rights reserved.

6 1 Aggregate measures, both inputs and outputs Program Objectives Measures of effectiveness CUSTOMER FEEDBACK WEB SCRAPING Measures of performance FORMAL INSPECTIONS SELF- REPORTING INTERNAL SYSTEMS EXTERNAL DATA SOURCES Integrated Metrics and Reporting Centralized Remediation 6 Copyright 2018 Deloitte Development LLC. All rights reserved.

7 Resort example FIRST: Start small: focus on two inputs Integrate directly into the Medallia platform Relate measures of performance to measures of effectiveness THEN: Enrich data with other sources Integrate Medallia with other systems via links and iframes 7 Copyright 2018 Deloitte Development LLC. All rights reserved.

8 2 Determine opportunities through analytics BEFORE YOU START: Know What s Important DIGEST DATA FROM MULTIPLE SOURCES DISTILL TO IDENTIFY SPECIFIC PERFORMANCE GAPS PRIORITIZE OPPORTUNITIES BASED UPON IMPORTANCE v 1. Measure B - CRITICAL CUSTOMER FEEDBACK v OPERATIONAL INPUTS v Variance (Measure A) Variance (Measure B) Variance (Measure C) Measure A Measure C WHEN YOU FINISH: Keep Findings Simple and Actionable 8 Copyright 2018 Deloitte Development LLC. All rights reserved.

9 3 Connect opportunities to potential solutions Measure A Measure B Measure C Measure D Measure E Measure F Measure G TRAINING PROCUREMENT CAPITAL INVESTMENT SOPS/GUIDELINES KNOWLEDGE BASE STAKEHOLDER COMMUNITY REWARDS RECOGNITION BEST PRACTICES 9 Copyright 2018 Deloitte Development LLC. All rights reserved.

10 4 Monitor implementation to foster accountability Establish incentives to facilitate performance improvement Maintain transparency amongst all stakeholders Leverage information you already have to monitor improvement Embed remediation workflow within reporting Facilitate communication regarding the implementation process Centralize remediation in one cohesive environment 10 Copyright 2018 Deloitte Development LLC. All rights reserved.

11 5 Measure impact of implementation to inform future solutions 1. AGGREGATE MEASURES INTERNAL COMMUNICATION Ongoing Performance 4. MONITOR IMPLEMENTATION 5. MEASURE IMPACT 2. DETERMINE OPPORTUNITIES Success Stories ASSOCIATE FUTURE PERFORMANCE BACK TO SOLUTIONS Fine-tune solutions that have limited impact on performance 3. CONNECT OPPORTUNITIES TO SOLUTIONS Prioritize solutions that have high impact (to be leveraged by others in the future) 11 Copyright 2018 Deloitte Development LLC. All rights reserved.

12 Some thoughts to take back with you Centralized Governance Both for measurement and remediation Demonstrating Value Communicating how the program is continually delivering on its promise Accountability Measuring implementation of remediation efforts Staying Agile Frequently revisiting measures to confirm their value Right Tool for Right Measure Leveraging information you may already have Making it Easy Distilling data so that stakeholders at all levels can effectively take action 12 Copyright 2018 Deloitte Development LLC. All rights reserved.

13 Thank You! #EXP18Medallia Add Your Company Copyright