Unlock the customer experience moments that matter, avoiding those that don t

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1 Unlock the customer experience moments that matter, avoiding those that don t An introduction to Kantar TNS customer experience offer CX@kantartns.com

2 91% of CEOs believe customer centricity is essential to driving business growth whilst 19% of UK customers rate their brands as truly customer centric Source: Insights2020, Kantar Consulting and CX+ Index, Kantar TNS (Jan 2018 n=6,000)

3 An introduction to Kantar TNS customer experience offer CX spend will rise from 4.2bn in 2017 to over 12bn by 2020 Markets & Markets Report CX is the new battleground If customer experience (CX) isn t already on your agenda, it soon will be. Research shows that more businesses are seeing the impact good CX can have not only in standing out amongst the competition, but also on the bottom line. So it s not surprising that we re seeing an increase in CX activity though not all organisations are able to articulate the bang for their buck of their CX investments. With this commitment to improving CX, many organisations seek help to make sure their programme truly delivers on its promise of competitive advantage and to prioritise the right areas to focus on. Our team of CX experts help clients unlock the value of the moments that matter, avoiding those that don t. We provide the insight needed to take the right decisions and make the best use of CX platforms. Our consultants also ensure your CX programme is activated across the organisation and that analytics enable you to clearly understand your customers, make informed decisions and precisely meet their needs.

4 Unlock the CX moments that matter, avoiding those that don t What does success look like? At Kantar TNS we know that CX is much more than just a metric or a platform. It is a state of mind with a brand being culturally aware. A culture that embraces CX is achieved by: Our approach is built around the principle that a customer more often than not interacts with an organisation more than once and not all moments are equal. Each moment will have a different impact on the overall customer experience and therefore on customer value. The question is how can organisations build a CX programme that allows them to collect and analyse customer data to understand which moments will deliver the best ROI and should be prioritised for action? C reating a well-structured programme providing clear roles and responsibilities for delivering CX. To help answer this question, we deliver structured CX programmes that engage the whole organisation. By providing access to the relevant information, employees are empowered to act and make positive changes for the customer. Ultimately both the customer and the business win. P roviding transparency about what customers think to the whole organisation in real-time. U sing automation to simplify data collection, analysis and reporting to free up teams to focus on resolving CX issues using closed loop behaviours. B ringing the organisation into the fold using dashboards and real-time CX alerts, giving them the chance to act on poor experiences. A rticulating the value of delivering a positive experience (or conversely the value lost by delivering a poor experience) and using this to predict the ROI of CX changes and prioritise initiatives.

5 An introduction to Kantar TNS customer experience offer Our formula for success Our established methodology enables our clients to navigate and activate the CX moments that matter, avoiding those that don t. Insight Platforms Activation ANALYTICS Insight We provide insight through regular, effective data collection to understand the impact of emotional and functional drivers on experience. Bringing best practice research and survey methodologies, we help clients build an effective CX survey programme that delivers the insights needed to make better CX decisions. Platforms We leverage industry leading tools, expertly implemented by our Platform Centre of Excellence. As the basis for enabling effective engagement with the customer, these real-time platforms facilitate the collection of customer data and reporting across the organisation. Activation By communicating the value of CX and putting the structures in place to engage employees, we embed CX programmes in the organisation s DNA to maximise programme success. Analytics We use the wealth of analytics data to support clients in calculating the elusive ROI of CX and to predict the impact of making improvements.

6 Unlock the CX moments that matter, avoiding those that don t How we can help We re increasingly seeing organisations demonstrate a real passion for CX, but sometimes even the best hit obstacles. From our experience, we know that momentum for CX programmes goes through four phases within an organisation, typically spanning two to three years. Each phase brings its own challenges and we are well placed to help our clients at each stage whether at the outset, for the lifetime of a programme or for a specific stage. Indeed, our support is tailored to adapt to changing needs as an organisation matures. What stage of CX maturity has your organisation reached? STAGE CHALLENGES AND HOW WE HELP ESTABLISH Build awareness and understanding DEVELOP Define the structure and engage REALISE Validate results and convince MAINTAIN & OPTIMISE Sustain engagement To help kick-start this journey, we help clients establish what good looks like. This includes a strong customer vision, a clear set of KPIs and an understanding of the customer journey that will allow more targeted CX investments. Building on these foundations can prove difficult as organisations look to put in place operational structures that support CX. We work with clients to implement their CX platform of choice. We also help design closed loop processes and put strong governance in place - getting employees participating and taking action on CX. With an established programme in place, organisations need to understand the ROI of CX and show they are being smarter in their investments. We work with organisations to put a financial value on CX, using that as a means to simulate future CX impact on the bottom line. Stakeholder engagement can be difficult to attain and even harder to maintain as new priorities come and go. We help clients build and maintain momentum through a range of initiatives that are proven to motivate employees. 89% of BSB CX masters are very confident that their CX investments provide them with a clear competitive advantage Accenture, 2017

7 An introduction to Kantar TNS customer experience offer Four emerging trends in CX From our extensive work across sectors, we are seeing a number of trends emerging as CX evolves and companies explore how to make a positive change. Managing Director of Customer Experience, Tim Pritchard, outlines four trends he is seeing in customer experience. Advanced Analytics Most companies understand the power of data, but we are seeing a strong trend towards real-time data and advanced analytics. As CX platforms continue to expand their analytics capabilities by incorporating machine learning and predictive information, clients are starting to explore the potential for CX data to be used as a crystal ball showing the path towards value growth. Activation + Employee Engagement As part of a shift towards humanising CX delivery, many companies realise that platforms are not the silver bullet for CX improvement. Cultural change and employee engagement are the key enablers to building and embedding a successful CX programme. 1 2 Survey Engagement Unified Metrics As the volume and frequency of customer surveys increase, companies need to be smarter about how they collect customer feedback. As a result, providers are rethinking surveys and how they research customers, with many considering alternative channels for accessing customer sentiment data (e.g. social media). Customer experience is the sum of interactions with an organisation, and to reflect this there is a trend toward bringing customer, employee and brand experience metrics together into a unifying view of experience. This provides new levels of insight into how customer experience and ultimately value is generated. 3 4

8 Did you know? Our teams work with all CX platforms and are official partners for Medallia and Qualtrics We work in 90 markets globally making us one of the largest CX research agencies in the world We work with 65% of the Fortune 500 companies We have over 70 years of insight experience Contact us to find out which moments matter for your business: Tim Pritchard Jamie Thorpe John White Rollo Grayson Managing Director, Customer Experience Commercial Director, Customer Experience Consulting Director, Customer Experience Senior Manager, Customer Experience m +44 (0) tim.pritchard@kantartns.com m +44 (0) jamie.thorpe@kantartns.com m +44 (0) john.white@kantartns.com m +44 (0) rollo.grayson@kantartns.com