2016 cem asia summit singapore presentation

1 © Market Probe October 18, 2016 CEM presentation | Customer Experience Management Series 2016

Achieving Customer Loyalty in a B2B World Towards the smart(er) way to acquire and retain your Clients


What makes some brands more successful than others?

They take care of their clients at every interaction


CX has to be managed throughout the client engagement to

develop Loyal Clients!

LOYALTY CEM

CX

Pre Sales

CX

Post Sales

CX

During Sales


Key

Transformations

in the market

place

64%

Switched providers

due to poor service

50%

Rely on experiences

of others to make

informed buying

decisions

CX 80%

Of switching due to

poor service can be

avoided through

resolution of the

problem

Source: Accenture

Marketing

Executives

believe the

CX

will be the key

differentiator by

2017

Source:

Gartner

Insights

89%

CX

Emotions play a part in B2B

buying decisions


So, can you navigate your clients to Loyalty?


The Answer is Yes!

In order to achieve true Loyalty Advocacy must be your Goal


Onboarding Problem

Resolution Contact Evaluation

Ongoing

Experience Planning

The main issue is … Most CEM programs are vertically

focused.

“invisible” touchpoints


Onboarding Problem

Resolution Contact Evaluation

When in fact Clients evaluate experiences end-to-end

and not via touch points.

Ongoing

Experience Planning

“invisible” touchpoints


Consistent delivery of good experiences across all interactions builds trust in the

brand.

Advocacy is the relationship measure that elevates our client relationships to

true Loyalty.


Holistic

measurement of

customer

experience

An outside in mindset

Incidence of touchpoint

Decision maker vs user

Visible vs Invisible

Effect of WOM


Holistic measurement of customer

experience

Outside in

mindset

Incidence at

relevent

touchpoint

Decision maker

vs user

Visible vs

Invisible

Effect of

WOM


2 Onboarding

4 Expectations

1 Conversion

3 Compliance

5 Disconnects

At Market Probe we define six Operational Stages of a Customer Journey

6 Relationship


Stage Metric Target

Conversion Satisfaction New Clients

Onboarding Satisfaction Event Based for New Clients

Compliance Satisfaction All New Clients in a Defined Ownership Period

Expectations Satisfaction All Key Touchpoints Based on Transactions

Disconnects Satisfaction A Module That Can Be Independently Surveyed or Combined with Expectations and Relationship Stages

Relationship Advocacy All Clients in the Later Stages of Product Ownership

Existing clients who make major new purchases should have the first three touchpoints reevaluated.

Multiple Touchpoints

What Should the CEM Methodology be at Each Stage?


Is Advocacy a customer level metric?

Yes. Traditional driver analysis can be used to deliver insights. How is Advocacy measured?

Advocacy is the index of three questions: Future Purchases; Feelings toward brand; and strong word of mouth in social media and other settings.

What is Advocacy?

Advocacy measures the strength of customer involvement with a brand or supplier organization.

Classification

Based on customer feedback , they can be classified into four groups.

Why Advocacy?

Advocate

Allegiant

Ambivalent

Alienated


40%

50%

60%

70%

80%

10% 15% 20% 25% 30% 35% 40% 45% 50%

Sh

are

of

Wa

lle

t a

nd

Re

ten

tio

n

Percentage of Advocates

Retention Rate Share of Wallet

Advocacy Impacts Loyal Behaviour*

*Source: The Customer Advocate and the Customer Saboteur by Dr. Michael Lowenstein


Two Examples of Client Journey


Installation

Budgeting

Installation

Training

Problem

Resolution

Product

Demo

Ongoing

technical

support

Contract

Negotiation

Account

Management

Training

follow-up

Innovation

and Product

upgrade

Website and

Online product

Support features

Online Bill

Pay

Benchmarking

User and Technology

Needs Assessment

Product

Delivery

Innovation and

Product

upgrade

Sales & Support

Onboarding Service

Engineers Billing & Invoice

Call Centre Business

Consulting

The Customer Journey – Business Equipment Manufacturer


20%

15%

20%

20%

15%

10%

Multiplicity

of touchpoints

required to deliver

advocacy

Sales Support (Pre Sales)

Onboarding

Service Engineers

Productivity Improvement

(Business Consulting)

Call Centre

Billing & Invoicing

Impact of touchpoints on Advocacy – Business Equipment

Manufacturer


Quotation Process

Policy Issuance

Premium Payment

Claims

Process

Renewal Process

Commission Payment

Underwriting

Marketing

Credentials

Company Image

Target

Segments

Pricing

Product Features

and benefits

Product Mix

Quotes (Process)

Ease of Upselling and

Cross selling

Communications Policy

Issuance

Renewals and

Claims Processing

Ongoing training

Policy Changes and

Disbursement of information

Commission

Payments

Technology

Based Solutions

Incentives and

Campaigns

The Customer Journey – Insurance Agents


29%

15%

12%

11%

13%

20%

Multiplicity

of touchpoints

required to deliver

advocacy

Quotation Process

(Pre Sales)

Policy Issuance

Premium Payment Process

Commission Payment)

Renewal Process

Claims Process

Impact of touchpoints on Advocacy – Insurance


Key to Excellence CEM

How consistent are customer experiences…

Across touchpoints? In different stages of ownership?

Feedback modules – to cover all touchpoints of the customer journey.

(Events or Relationship based modules)

Awareness Familiarity Consideration Action Loyalty


Both B2B and B2B

1,000+ CEM studies done globally

Methodology

Via CATI, smartphones, tablets, laptops and PCs

Offices in

China UK HQ - US Canada Belgium Singapore India

Market Probe

29 © Market Probe October 18, 2016 CEM presentation | Customer Experience Management Series 2016 PowerPoint

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2016 cem asia summit singapore presentation

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