demonstrating cx impact - medallia experience conference · further elevate the digital experience...
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EXPERIENCE ‘18
Demonstrating CX Impact
Srikant Narasimhan, Medallia Director, CX
Strategy & Insights
Matt Hug, Citi SVP of Global
Customer Experience
Lakshmi Vanam, Citi SVP of Voice of Customer and
Journey Impact
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Add Your Company © Copyright 2018.
Financial Impact TrackWhat you will hear
∞ How are other companies measuring the impact of customer experience?
∞ What types of behaviors should you expect from customers who have great experiences?
∞ How can you start to measure the impact of customer experience in your business?
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Add Your Company © Copyright 2018.
Why Measure the Impact of CX?Importance of measuring impact
∞ Demonstrate the value of a CX program to key stakeholders
∞ Quantify the impact of a customer’s experience on their future spending habits
∞ Enable financial evaluation of customer experience improvements
∞ Identify strategic customer segments for revenue retention and growth
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The Ultimatum Game
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Driving Financial Results Through Customer CentricityCiti
MAY 22, 2018
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Citi Overview
• 100 million customers• Manages $418B in average assets• 2,450 branches, 12,500+ ATMs globally
• Credit Cards, Banking, Lending, Investing
Wealth managers speak to customers inside a Citibanamex branch in Mexico
Modernized branch in Poland
Online banking in Taiwan
• Global Consumer Bank—19 markets
Source: http://www.citigroup.com/citi/about/consumer_businesses.html 6
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Array of Credit Card Products
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Citi’s Global VOC Program
• Collect feedback in 13 different languages
• Social data, survey responses,
agent call data, etc.
• KPIs (NPS, OSAT, Problem
Incidence)
• Globally consistent Closed Loop and
Complaint Monitoring
Source: http://www.citigroup.com/citi/about/consumer_businesses.html. Information is from 2016 8
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Promoters Generate Value in the long term
Promoters Attrite Less …. …Engagement increases over time Recommend Product to Others
Detractors Promoters Detractors Promoters Detractors Promoters
Generate Significantly higher Value in the long term
Detractor Revenue Trend Promoter Revenue Trend
100% 98%92%
Year 0 Year 1 Year 2
100%
84%77%
Year 0 Year 1 Year 2
18% Higher RevenueOver 2 years
+33% +12% 3x
2 year revenue based on matching FICO, Tenure & Rates for Detractors and Promoters 9
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Pulling The Levers That Matter
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Customer Centricity
With client engagement rapidly shifting to digital channels, mobile continues to be at the core of a simpler, better customer experience.
Lever 1: Create Great Digital Experiences
Lever 2: Detect and quickly resolve customer frustration points
http://www.citigroup.com/citi/about/consumer_businesses.html 11
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Delight Detractors, Deliver To Promoters
Traditional Channel Analysis
• Number of calls needed
• Ability of agent to handle requestDrain on
NPS
• Ability of agent to handle request
• Agent clarity of communication
Promoter Negative
Sentiment
Extreme Detractor Promoter
Likelihood of Customer to move to Digital
1.4x
1.3x
Power of Text Analytics
Notes: Contact Center Data 2017; Citi Digital User Data from Jan to Nov. 2017 12
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Lever 1: Create Great Digital Experiences
• Customers go paperless
• Customers grow relationship with CitiQuick Wins From Digital
Mobile Banking saves customers an average of 45 minutes per month1
1. https://www.multivu.com/players/English/8313051-citi-mobile-banking-study-2018/ 13
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Digital Behaviors Change Our Customer
• Understand My Spend
• Disputes Process on Mobile
• Card Lock
• Mobile alerts
New Behaviors
Technology is enabling smarter, more efficient decisions about what products and services are best suited for them.1
Increase Spend with Citi Manage Financial Life Better
Learn more here:
https://www.multivu.com
/players/English/831305
1-citi-mobile-banking-
study-2018/
1. http://www.citigroup.com/citi/about/consumer_businesses.html 14
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Digital Usage—a Win-Win Scenario
In a world that is increasingly digital by default, we are intently focused on servicing our cardmembers where they want and when they want . . . we’re excited to further elevate the digital experience and reimagine what mobile banking looks like.1
Alice Milligan, Chief Digital Client Experience Officer, US Consumer Bank, Citi
2017 2018
US Citi Mobile App Usage1
25% Increase
Financial Impact of Digital
Digital50%
Non-Digital50%
CardUsage
Balance of Accounts
44%22%
27%U.S. Acquisitions
Cost toAcquire
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Lever 2: Detect and quickly resolve customer frustration points
• Online Chat• Social media
• Online surveys• SMS
Customer Listening Channels
Customer Listening detects systemic issues earlier and customer pain points that previously went unnoticed
Break/Fix Faster
Avoided Contact Center Costs
Prevented Negative Digital Experiences
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Real-time Listening In Action
Customer Listening:Detects Issue in Real Time
Feedback comes in IT Ticket is Opened
Customer’s Frustration Removed!
Ticket is closed!
Customer Listening can minimize negative customer experiences by acting in real time.
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Financial Impact of Resolving Customer Frustrations
Fixing What’s Broken
75%Faster
Real-time monitoring
Prevented Negative
Experiences
Avoided Contact Center Costs
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How do you enable this for your company?
Identify Promoters & measure their value
Determine key pain points & moments of truth
Work to remove pain points
Surprise & Delight your customers
Prove ROI early
OrganicGrowth
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Thank You!#EXP18Medallia