Generation CX 2018 From customer service…

to human experiences

Georgia Korbou Business Development Director

Braincandy. Group

Braincandy. GroupGetting brands in touch with people.

Measurements& Analytics

Braincandy

Reviews & Personalisation

zevioo

Trainings & Consulting

irrational academy

CX

So everyone claims they are doing it.

Everyone talks about it.

Nobody really knows how to do it.

Everyone thinks everyone else is doing it.

is like teenage sex.

People experience companies through end-to-end experiences, not touchpoints

*Source: McKinsey Digital Labs, n=27,000

Measuring satisfaction of the Total Journey is 30% more predictive than measuring satisfaction of individual interactions.*

WebsiteRetail storeTotal Journey

CX=Telephone Support

4/10

Telephone Sales

Customer touchpointsStory: Renewing my telephone contract

6/108/10 6/10 8/10

Customer experience reality

Connection Cafe

Desk research

February

Implicit Market Scan

June

Shopper Missions

April

Experiential FGDs

January

Mini workshops with companies

5 Group Discussions

Approaches & reports analysis

Next generation Mystery shopping

Online survey with 1,050 people*

March

*Sample was representative of the population in Greece: 18+ years of age, 49% Male - 51% Female, split across different age groups, based on General Greek population (National Statistics Bureau).

Generation CX study outline

Human�8Coding of over 2,000 open-ended responses for Good and Bad experiences as a customer. n=1,050

Overview

CX Unaided Drivers

Generic comment

Both Good & BadGood CX Bad CX

Coded unaided responses regarding good & bad experiences

15.8%

18.1%

16.2%Transparency/

Trust

Environment

Human factor is key in shaping customer experiences

Easy processes

9.4%

2.4%

10.9%

Product focused

18.7%

10.4%

11.1%

2.8%

1%

7.8%

0.3%

3.2%

2.5%

11.2%

2.1%

3.8%

Generation CX Greece - 2018

Sklavenitis

AB Basilopoulos

Vodafone

Public

Cosmote

Kotsovolos

Plaisio

Lidl

Wind

Masoutis

Germanos

Zara

E-shop

Hondos Center

Media Markt

0% 4% 8% 11% 15%

1,4%

1,6%

1,7%

1,9%

2,0%

2,2%

2,6%

2,7%

3,9%

4,2%

4,5%

5,1%

5,2%

7,6%

11,1%

Super Market retailers offer the best CX in GreeceTop Of Mind Brands with Good CX, across industries

Q. Please think very quick good/bad customer experience and tell me which companies come first in your mind. Please tell me three things that made this experience the best one. N:1050

Top 10

�9

CX Champions

Overview

Generation CX Greece - 2018

There is no single formula for good CXType of experience associated with Good CX

Q. Please think very quick good/bad customer experience and tell me which companies come first in your mind. Please tell me three things that made this experience the best one. N:1050�10

CX Champions deep dive

SKL

AB

Vodafone

Public

Cosmote

Kotsovolos 2,3%

4,3%

1,9%

3,8%

4,5%

2,1%

1,9%

6,3%

4,3%

9,1%

21,3%

20,8%

18,5%

5,0%

9,4%

36,4%

19,1%

20,8%

11,1%

47,5%

30,8%

13,6%

12,8%

11,3%

11,1%

3,8%

11,1%

34,1%

40,4%

45,3%

57,4%

33,8%

44,4%

Human Generic comment Product Focused Convenience Environment Transparency/Trust

Overview

Generation CX Greece - 2018

Overview

�11

Industry ranking

Q. Please tell me what is your overall customer experience in each of the following industires. N:1050

Electric Stores

Top 3 industries based on overall customer experience

Super Markets

Retailing wins all medals, with Super Markets in the lead

Generation CX Greece - 2018

Home StoresCosmetics

Cosmetics

9.5%

17.5%

21.2%

17.1%

4%2.7%

0.9%1.7%

Electronics

9.1%

16.7%

25.0%

20.5%

3.4%2.1%0.7% 1.4%

house

9.5%

14.6%

24.7%

19%

4.5%2.6%0.5% 1%

6.4%

14.2%

15.5%

16%

7.5%

6%3.1%

5.1%

Banks

4.7%

11%

15.9%

15.4%

7.5%

7.5%

4.2%5.5%

Insurance

5%

8.1%

12%

15.5%

8.3%

6.8%

4.5%

6.3%

2.4%

3.6%

8.3%

9.6%

s/m

17.1%

26.2%

26.5%

13.6%

1.3%1%0.4% 0.3%

�12

Industry CX ScoresCX scores across different industries

Q. Please tell me what is your overall customer experience in each of the above categories. N:1050

13.6% 25.3%21.1% 23.6% 26.1% 28.3% 33.6% 25.6%

Civil sector

11.3%

10.5%

11.7%

17%

Super market Electric

storesHome stores

Cosmetic stores

Telecoms

8,0

OverviewRetailing wins all medals, with Super Markets in the lead

Generation CX Greece - 2018

7,2 7,1 7,1 6,3 6,0 5,8 4,5scores

Great opportunity on 2nd level attributes, especially for servicesAttribute scores of different industries

Q.Please evaluate each category in the following attributes. N:1050

2,5

3,0

3,6

4,1

4,7

5,2

5,8

6,3

6,9

7,4

8,0

8,5

Clean & Tidy

Availability of Products/ Services

Informed Personnel

Easy Processes

Polite Personnel

Transparency

Honest smileTrust me

Respect me

Surprise me

�13

Electronic stores

Generation CX Greece - 2018

Insurance Companies

Supermarket

Home Stores (IKEA, Praktiker etc)

Cosmetic stores

Telecoms

Banks

Public Sector

1st Level 2nd Level

CX Attribute Scores

Overview

5 Key Take-aways Overview

CX level in Greece is very basic, although payoffs for great experiences are tangible: up to a 16% price premium on products and services, plus increased loyalty (PwC Future of CX).1.

It is not about generation, it is about human nature: Gen Z isn’t all that different from millennial generation and Gen X and serving age-old needs with modern tools: convenience, transparency, trust and human interaction is what customers are looking for.

2.

If you cannot provide magical experiences, at least make sure that 1)your personal is polite and helpful (no need for over-friendliness) and 2) you respect their time and money (convenience).

3.

Technology and environment are not final solutions but enablers: Well designed stores, websites and apps are meaningless if convenience and relevance are missing.4.

Key Take-aways

Generation CX Greece - 2018

You cannot expect Great CX, if you don’t measure it this way: Traditional tools (ie. Mystery shopping) focus on touchpoint and can only reach basic CX.5.

Braincandy. GroupGetting brands in touch with people.

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