MANAGING THE CUSTOMER JOURNEY. Paul Orovan, Senior Director at Satmetrix 13 June 2016
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1 MANAGING THE CUSTOMER JOURNEY Paul Orovan, Senior Director at Satmetrix 13 June Satmetrix Systems, Inc. All rights reserved.
2 SATMETRIX: THE LEADER IN NPS CUSTOMER EXPERIENCE MANAGEMENT NPS Expertise Cloud Application Performance Data 15 years in customer experience Over 350 customers, globally Co-creators of Net Promoter Net Promoter community, conferences, certification COMPLETE, INTEGRATED SOLUTION 2
3 WHAT IS A CUSTOMER EXPERIENCE PROGRAMME? 3
4 NET PROMOTER SCORE How likely are you to recommend this company to a friend or colleague? 4
5 PROBES BOTH DIMENSIONS OF LOYALTY Would you recommend? HEAD Best features Best service Best price HEART They know me They value me They listen to me They share my values 5
6 6
7 CONNECT YOUR LISTENING STRATEGY TO THE JOURNEY Customer Journey Select Onboard Use Get Help Add/ Change Review/ Leave Touch Points Web Training Call Center Back office 7
8 ENGAGE THE ENTIRE COMPANY THROUGH REPORTING & WORKFLOW DASHBOARDS FOR EVERYONE FEEDBACK MANAGEMENT FOR EMPLOYEES Personalized dashboards for business leaders Share analytics with social sharing Schedule reports & collaborate on analytics Analyze detractors and and recover customers Assign follow-up actions & track workflows Mobilize Promoters by republishing positive feedback 8
9 DRIVING THE SERVICE PROFIT CHAIN Operating Model and Service Delivery System Retention of High Quality Employees Revenue Growth Internal Service Quality Employee Engagement External Service Value Customer Impressions Customer Loyalty - Processes - Effective tools to serve customers Productivity Perceptions of value Service designed and delivered to deliver customer happiness - Retention - Growth - Referral Profitability Operational Data Brand Proposition Strength CEM Financial performance 9
10 ROLE OF DOCUMENTATION IN THE CUSTOMER JOURNEY 10
11 THE ROLE OF DOCUMENTATION IN THE CUSTOMER JOURNEY Customer Journey Select Onboard Use Get Help Add/ Change Review/ Leave Touch Points Web Training Call Center Back office 11
12 THE ROLE OF DOCUMENTATION IN THE CUSTOMER JOURNEY Customer Journey Select Onboard Use Get Help Add/ Change Review/ Leave Touch Points Web Training Call Center Billing Documentation as a driver of a good web purchase experience Providing customised training and onboarding documentation Documenting customer feedback / status / product feedback Processing clear and accurate documents 12
13 DOCUMENTATION IS A PENALTY FACTOR Detraction Relative impact on Promotion Promotion- Detraction Delta [%] On-boarding Documentation time 25.6% 10.0% Easy to do business with 25.8% 20.4% -5.4 Product quality 14.6% 21.7% +7.1 A market leader for my business 15.1% 16.8% +1.7 Account management 12.6% 7.0% -5.6 Get help support line 6.4% 12.9% +6.5 Penalty threshold set at 0-6. Promotion threshold set at
14 CLOSING MESSAGES 14
15 CLOSING MESSAGES Driving good customer experience means taking ownership of your customer journey Successful organisations outperform the market in terms of economic performance Documentation plays a key role across several potential experiences in the customer journey Documentation is a penalty factor you drive quality of the customer experience and should aim to minimise disruption 15
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