Using metrics to change the way you do business. Mao Gen Foo, Head of Southeast Asia, Qualtrics

Transcription

1 Using metrics to change the way you do business Mao Gen Foo, Head of Southeast Asia, Qualtrics

2 we live in a NEW WORLD 80 % 2/3 of customers have chosen to switch brands due to a poor customer experience of the workforce is disengaged

3 80% OF CEOs BELIEVE THEY DELIVER A SUPERIOR EXPERIENCE OF THEIR CUSTOMERS AGREE

4 80% OF CEOs BELIEVE THEY DELIVER A SUPERIOR EXPERIENCE 8% OF THEIR CUSTOMERS AGREE

5 80% OF CEOs BELIEVE THEY DELIVER A SUPERIOR EXPERIENCE THE EXPERIENCE GAP 8% OF THEIR CUSTOMERS AGREE

6 Sales Operational data tells you what s happened Production Finance SKUs HRIS

7 Employee Engagement Customer Satisfaction Brand Perception User Experience Product Satisfaction Experience data tells you why it happened

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9 Which Metrics to use?

10 Jeff Bezos, Amazon CEO Focus on customer needs across the Journey I need faster broadband I was expecting my service to be activated by now I ve got my service but it s not what I expected Start of journey: customer expresses need Channel interaction & order entry Activation Channel interaction order re-entry Activation Service Delivery End of journey: customer s need is met Touch Point Touch Point Journey Front of House Back-of-house Service Delivery

11 Measure Inter Department KPI I need faster broadband I was expecting my service to be activated by now I ve got my service but it s not what I expected Start of journey: customer expresses need Channel interaction & order entry Activation Channel interaction order re-entry Activation Service Delivery End of journey: customer s need is met Touch Point Touch Point Journey Front of House Back-of-house Service Delivery

12 Improving customer service won t improve the bottom line A journey focus lifts revenue by up to 15% & reduces cost by up to 20% Step out of silo s McKinsey Research

13 Areas of Tracking and Measurement Market Relationship Event-triggered Employee Insights The overall impression that a customer has of their telco The overall relationship with Customised for segment size (eg. sole operators vs mid market) and role types (decision makers vs users) Satisfaction with service experiences as well as perceptions of brand, product, price (value) and other factors Key drivers of advocacy informing how all areas need to work together The outcome of a customer journey(e.g. project delivery, activation, billing etc.) Captures the feedback from end to end experiences delivered by multiple departments and touch-points Top 3 drivers & Verbatim to understand the why The outcome of a one-off interaction (e.g. call centre, field technician, business centre visit) or a channel interaction with other touch-points ( etc.) Top 3 drivers & Verbatim to understand the why Overall employee engagement and key drivers (eg. Diversity & Inclusion) Market research using double-blind survey research methodology to fit within segmentation of base Web based via (customised for role type and segment) ~10 questions or 10-15mins Measured at least once per year Continuously measured with periodic monthly reporting (recommended) OR quarterly/bi-annual waves Each customer surveyed once per year Triggered if customer requests a follow-up or has an outstanding issue within 48 hrs All Detractors + other customer criteria within 48hrs All Detractors within 48hrs, Unresolved issues within 24hrs Action planning

14 Jeff Bezos, Amazon CEO Putting Metrics in Action 1. Identify 2. Optimise 3. Activate Which moments matter most to customers? How do your customers feel and how can you optimise their experiences? How can you embed the customer focus throughout the organisation? By understanding your customers expectations, tapping in to their emotions and designing positive, memorable experiences alongside your products and services.

15 If there s no accountability there s no action Clear ownership within CEO LT Track the Operational and Experience Data together Re-think metrics from a customer s perspective Be aspirational in target setting

16 Visualise the metrics to drive performance by each stakeholder EXECUTIVES CALL CENTRE STORES DIGITAL PRODUCT TEAMS SERVICE RECOVERY

17 Jeff Bezos, Amazon CEO Improvements comes only with Closing the Loop at Scale Actionable insights at every Level Prioritise key drivers to address Integrated Dynamic Case Management

18 Jeff Bezos, Amazon CEO Is your customer capability as important as your financial capability?

19 Establish a Customer Culture and Leadership CX is more than just a tagline Visible executive sponsorship Communications & actions align

20 Don t get hooked on scores

21 Helping organisations close the experience gap through leadership events across Asia Pacific & Japan Customer Experience Masterclasses Employee Experience Masterclasses Industry Days and Roundtables Usergroups Breakfast Seminars with guest speakers Qualtrics Open Days Webinars