CUSTOMERCARE2015

Deligh5ulorefficient?HowservicerecoveryaffectscustomerexperienceAsbjørnFølstad,SINTEFKnutKvale,TelenorResearchServDes2016

Lessonslearntfromearlieryears

Lessonslearntfromearlieryears

Lessonslearntfromearlieryears

Quitepossibly,oneofthemostfrequentlyappliedquotaVonsinthefieldsofservicedesignandinnovaVonis…

80%ofcompaniesbelievetheydeliverasuperiorexperiencetotheir

customer

8%oftheircustomers

agree

Allen, J., Reichheld, F. F., Hamilton, B., & Markey, R. (2005). Closing the delivery gap. Technical report. Bain & Co.

Butwhatdoesthisimply?

80%ofcompaniesbelievetheydeliverasuperiorexperiencetotheir

customer

8%oftheircustomers

agree

Allen, J., Reichheld, F. F., Hamilton, B., & Markey, R. (2005). Closing the delivery gap. Technical report. Bain & Co.

Increasedconcernfor

delightandcustomerexperience?OrjustprioriVzeplain,old,

efficiencyinservicedelivery?

80%ofcompaniesbelievetheydeliverasuperiorexperiencetotheir

customer

8%oftheircustomers

agree

Allen, J., Reichheld, F. F., Hamilton, B., & Markey, R. (2005). Closing the delivery gap. Technical report. Bain & Co.

Customerexperiencekeytoservicedesign.TheemoVonalaspectofcustomerexperienceseenascriVcal

Deligh'ulorefficient?

Berry,L.L.,Carbone,L.P.,&Haeckel,S.H.(2002).Managingthetotalcustomerexperience.MITSloanManagementReview,43(3),85.

Deligh5ulorefficient?

Dixon,M.,Freeman,K.,&Toman,N.(2010).Stoptryingtodelightyourcustomers.HarvardBusinessReview,88(7/8),116-122.

DonotprioriVzedelight,butefficiencyandloweringofcustomereffort•  systemaVcagemptsatdelighVng

customersdonotpayoff.

Servicerecoverypresentedasanareaofpoorcustomerexperience•  57%needtoswitchfromwebto

phoneduringrecovery•  62%needtomakerepeated

contacts

Servicerecovery

Goldstein,S.M.,Johnston,R.,Duffy,J.,&Rao,J.(2002).Theserviceconcept:themissinglinkinservicedesignresearch?.JournalofOperaVonsmanagement,20(2),121-134.

ConcernsthecapabilitytomiVgateservicefailures

Muchstudiedinthefieldofserviceresearch

…considered"acriVcalaspectofservicedesignresearch"

EfficientservicerecoveryposiVvelyaffectcustomersaVsfacVon

ServicerecoveryatServDes?

ServicerecoveryasatopicofpracVcalandresearchworkremarkablyabsentfromServDesBrieflymenVoned5(!)VmesinenVresetofServDesproceedings(acccordingtoaninformalcount:-)

Before,thelifeofcustomerwas,ifnoteasy,atleastsimple

Foto:LeifHarbue,flickr

Servicerecovery–increasinglyimportant

Now,thecustomerhasbeenhandedtheroleasserviceintegrator

Servicerecovery–increasinglyimportant

Thecase–orderinghomebroadbandconnecVon

Ordering Delivery 8weeksaperinstalling

Installing

Method

QuesVonnairesurvey•  fixedanswerandfreetextquesVonson

thecustomerjourneyandanycustomerservicecontact

Dependentvariable:Customerexperience•  measuredthroughtheNetPromoter

Score(NPS)quesVon–withqualitaVvefollow-up

312respondents•  167ofwhichhadiniVatedservice

recoverybycallingcustomerservice.

Onthebasisofyourexperienceconcerningtheorderingofbroadbandfrom[thebroadbandserviceprovider],howlikelyareyoutorecommend[thebroadbandserviceprovider]toyourfamily,friends,andcolleagues?(0=notatalllikely|10=extremelylikely)

Results–whatwedidnotfind(twfsl*)

WeinvesVgatedeffectsof

•  Timeaperdelivery•  Choiceoforderingchannel(weborphone)

•  Timefromorderingtodelivery

•  Comparisonsmadewithotherproviders

*)thoughweforsurelooked:-)

Results–whatwedidnotfind(twfsl*)

WeinvesVgatedeffectsof

•  Timea2erdelivery•  Choiceoforderingchannel(weborphone)

•  Timefromorderingtodelivery

•  Comparisonsmadewithotherproviders

Weeksaperdelivery

Meanscoreon

NPSque

sVon

*)thoughweforsurelooked:-)

Results–whatwedidnotfind(twfsl*)

WeinvesVgatedeffectsof

•  Timeaperdelivery•  Choiceoforderingchannel(weborphone)

•  Timefromorderingtodelivery

•  Comparisonsmadewithotherproviders

VS.

*)thoughweforsurelooked:-)

Results–whatwedidnotfind(twfsl*)

WeinvesVgatedeffectsof

•  Timeaperdelivery•  Choiceoforderingchannel(weborphone)

•  Timefromorderingtodelivery

•  Comparisonsmadewithotherproviders

*)thoughweforsurelooked:-)

Results–whatwedidnotfind(twfsl*)

WeinvesVgatedeffectsof

•  Timeaperdelivery•  Choiceoforderingchannel(weborphone)

•  Timefromorderingtodelivery

•  Comparisonsmadewithotherproviders

Provider1

Provider2

VS.

*)thoughweforsurelooked:-)

Results–whatwedidnotfind(twfsl*)

WeinvesVgatedeffectsof

•  Timeaperdelivery•  Choiceoforderingchannel(weborphone)

•  Timefromorderingtodelivery

•  Comparisonsmadewithotherproviders

NoneofthesefactorswereevenclosetoexplainingthevariaVonincustomerassessments

*)thoughweforsurelooked:-)

Results–whatwedidfind

Theeffectofservicerecovery

Results–whatwedidfind

Didnotcall (n=145)

Resolvedimmediately(n=60)

Resolveda2erawhile/notyet

Called1-2x(n=59)

Called3-5x(n=20)

Called>5x(n=18)

012345678910

MeanNPSscores

Results–whatwedidfind

Ordering Delivery 8weeksaperinstalling

Installing

Results–whatwedidfind

Customerswhoseissuewasresolvedimmediatelywereabout2xmorelikelytomenVoncustomerserviceastheirreasonfortheNPSscore

…describingthecustomerserviceas"pleasant","great",or"best"

Results–whatwedidfind

Customerswhoseissuewasresolvedimmediatelywereabout2xmorelikelytomenVoncustomerserviceastheirreasonfortheNPSscore

IalwaysgetgoodanswerswheneverIhavequesLons,andyouhavegreatcustomerservice.(P#56,NPS-score10)

Results–whatwedidfind

Customerswhoseissuewasresolvedimmediatelywereabout2xmorelikelytomenVoncustomerserviceastheirreasonfortheNPSscore

[…]excellentgreatcustomerservicewhenIcalledforhelpduringtheinstallaLonprocess.(P#221,NPS-score10)

ConclusionDeligh5ulorefficient–cometogetherinsuccessfulservicerecoveryCorteous,pleasant,andefficientservicerecoveryprovidesahighlymemorablecustomerexperienceServicerecoveryapotenVallyworthytopicforServDes?

ThanksforyouragenVon!