icem presentation-istanbul-september 2014_linkedin
TRANSCRIPT
VoC Program Design Capturing Customer Feedback Across All Interactions
COPYRIGHT © All rights protected and reserved
International Customer Experience Management Summit
Istanbul, Turkey - September 24th, 2014
2
• Introduction: Importance of VoC
• How was it done in the Lebanese Market?
– CX Framework
– Customer related metrics
– Correlation of metrics
• How does the VoC flow within the organization?
• Observation
Content
3
Silent Customers
4
Silent Customers
A silent customer is a dangerous
customer. You don’t know what
they’re thinking. Be Proactive and
ask.
-Shep Hyken
5
Customers in the Blind Spot
http://www.fortheinjured.com/blind-spot-accident.html#top
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Customers in the Blind Spot
Statistics from the National
Highway Traffic Safety
Administration show that nearly
840,000 blind spot accidents
occur each year in the United
States resulting in 300 fatalities
http://www.fortheinjured.com/blind-spot-accident.html#top
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Customers in the Blind Spot
According to Financial Training
Services, 96% of unhappy
customers don’t complain,
however 91% of those will simply
leave and never come back
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Front Porch Theory
Reference: The Front Porch Theory – Cam Cornelius (https://www.linkedin.com/pulse/article/20140414215839-33120216-
the-front-porch-theory)
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VoC Outcomes
10
OK, let’s buy a Technology Platform ….
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….. And rebuild our KPI reporting model
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How was it done?
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CX Blueprint
Organization
Data
Processes
Systems
Identify Visualize Measure
Analyze
Recommend Train Transform
Dimensions* Transformation Stages
Enablers
1 2 3
4
5 6 7
Strategy Design
Culture Governance
Voice of
Customers
Understanding
*Dimensions based on Forrester’s Outside In
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VoC Collection Modes M
od
e
Relational
Transactional
Qualitative
Quantitative
Monthly survey to customers asking about their satisfaction with the company in general, touchpoints, prices, quality of service, and willingness to recommend.
Surveying customers within 48 hours of completing a certain transaction and asking about the satisfaction with this specific transaction.
Focus groups, customer observation, crowd sourcing, sentiment analysis, etc…
Detailed satisfaction surveys both on relational and transactional basis.
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CX Blueprint: Dimensions - VoC
Dimensions Description
Strategy Design
Culture Governance
Voice of
Customers
Understanding
Executive Board
Monthly CSAT
Transactional
USSD Website Email &
SMS
OVS NPS WoMI CES NTS
Stage
1
Tx 1
Stage 2
Stage x
Tx 2
Tx 1
Tx 2
Tx 1
Tx 2
F2F Call
Center Social Media
Mobile App
Web & Email
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CX Blueprint: Dimensions - Understanding
Dimensions Description
Strategy Design
Culture Governance
Voice of
Customers
Understanding
Demographics Attitude/Personality
Usage
Behavior
Interests &
Hobbies
Gender, age
group, social
class
Competent,
Steady,
Director,
Influencer
Sports, Music,
Movies,
Shopping,
etc..
Trendy,
Conservative,
High Value,
Below 0
Understanding Customers needs and expectations, by surveying and observation and then building Customer
Advocacy
PERSONAS
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CX Blueprint: Transformation Stages - Measure
Transformation Stages Description
Identify
1
Visualize
2
Measure
3
Analyze
4
Recommend
5
Train
6
Transform
7
1 2 3 4 5 6 7 8 9 10
Detractors Passives Promoters
1 2 3 4 5 6 7 8 9 10
Pain Neutral Delight
1 2 3 4 5 6 7 8 9 10
High Effort Medium
Effort Low Effort
NP
S
OV
S/C
SA
T C
ES
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Word of Mouth Index (WoMI)
1 2 3 4 5 6 7 8 9 10
Detractors Passives Promoters
“How likely are you to recommend company to others?”
Net Promoter Score
1 2 3 4 5 6 7 8 9 10
Not at all Likely Neutral Ext. Likely
“How likely are you to discourage others from doing business with this
company?”
Likeliness to discourage
Word of Mouth Index (WoMI)
True Promoters True Detractors
Recommend % of 9’s and 10’s
Discourage % of 9’s and 10’s
-
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Focus of Different Metrics
Product
1
Company
Brand 1 Brand 2 Brand X
Product
2
Customer care
Network
Other services / touch points
Product
3
Product
4
Product
5
Product
X
Customer care
Network
… … …
NPS
NPS
Most appropriate survey tool
Focus Areas
OVS
WoMI
OVS
Loy
alty
Most appropriate survey tool
CES
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Build-up of Holistic CX Metric – Overall Satisfaction
Weight Performance
Based on importance from
Focus Groups and Customer
Surveys, a weight was
developed for each
customer related attribute.
Performance rating based
on customer responses to
each of the surveyed
attributes.
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Contact
Center
Products &
Services
Build-up of Holistic CX Metric – Overall Satisfaction
Overall Satisfaction
Service Quality
Attributes
Factors/Dimensions
Overall
Satisfaction W
eb
So
cia
l
Bra
nc
he
s
Ca
ll C
en
ter
Ea
se o
f U
se
Va
lidity
Va
lue
Qu
alit
y o
f
ca
lls
Da
ta
thro
ug
hp
ut
Sta
bili
ty o
f
co
nn
ec
tio
n
ILLUSTRATIVE
22
Contact
Center
Products &
Services
Build-up of Holistic CX Metric – Overall Satisfaction
Overall Satisfaction
Service Quality
Attributes
Factors/Dimensions
Overall
Satisfaction
5% 10% 5% 5% ….. 15% 12% 8%
ILLUSTRATIVE
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Correlation between Scores
Satisfaction
Effo
rt
ILLUSTRATIVE
NPS: 9-10
NPS: 7-8
NPS: 1-6
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Customer Metrics vs. Internal KPIs
961-xxxxxxxx 8
961-xxxxxxxx 4
961-xxxxxxxx 3
961-xxxxxxxx 9
961-xxxxxxxx 3
961-xxxxxxxx 6
961-xxxxxxxx 6
……
..
……
..
……
..
MSISDN NPS
DCR
Internal KPI’s
CSSR Block % # of complaints Avg. Bill
0 $ 97.32
0 $ 23.37
3 $ 132.23
1 $ 96.37
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Customer Buckets
Metric Comparison Customer Buckets
Bucket 1
Bucket 2
Bucket 3
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How does the VoC flow within the organization?
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CX Blueprint: Dimensions - Governance
Dimensions Description
Strategy Design
Culture Governance
Voice of
Customers
Understanding
Executive Board
CEM Center of Excellence
De
cis
ion
D
esi
gn
, P
lan
nin
g &
C
oo
rdin
atio
n
Ex
ec
utio
n
Marketing Sales Customer Care
HR …. IT
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Flow of VoC
Collect
Analyze
Distribute
Evaluate
Respond
Improve
Assess
Educate Promise
Transformation Programs
Marketing Sales Customer Care HR ….
Improvements
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The Power of “WORD OF MOUTH”
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Thank YOU!
@ Mohamad El-Hinnawi
@mdhinnawi