MANAGING THE CUSTOMER JOURNEY Paul Orovan, Senior Director at Satmetrix 13 June 2016 2015 2016 Satmetrix Systems, Inc. All rights reserved.
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
WHAT IS A CUSTOMER EXPERIENCE PROGRAMME? 3
NET PROMOTER SCORE How likely are you to recommend this company to a friend or colleague? 4
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
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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
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
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
ROLE OF DOCUMENTATION IN THE CUSTOMER JOURNEY 10
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
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
DOCUMENTATION IS A PENALTY FACTOR Detraction Relative impact on Promotion Promotion- Detraction Delta [%] On-boarding Documentation time 25.6% 10.0% -15.5 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 9-10 13
CLOSING MESSAGES 14
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