turn customers into advocates: measuring & improving ... · •deploy offline channel survey...

© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

#AdobeSummit © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

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Turn customers into advocates: Measuring & improving customer satisfaction across TouchPoints

Tom Coppock | EMEA Specialist Team


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Tom Coppock EMEA Specialist Team


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Agenda

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Customer satisfaction management why is it difficult? 1 solution 2

What did we learn, what is next? 3 Q & A 4


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What is this session all

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resolve, damaging issues; and closing the loop with disgruntled customers to recover and strengthen relationships.


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Good customer experience is good for business

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$1B in revenue.

According to Forrester Research, a10-percentage-point improvement in a

can translate into more than


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Poor customer satisfaction costs money

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75% of consumers move to another channel when online service fails, which can incur a cost of many millions of dollars.

According to Forrester Research,

http://www.google.ie/url?sa=i&rct=j&q=burning+money&source=images&cd=&cad=rja&docid=nxxbNu3_E5k7TM&tbnid=ZWJgxAcgUVZS0M:&ved=&url=http://www.burnedbythebank.com/find/coconut-creek-short-sale-help&ei=vQNsUc_gJofXtAbOjYDABw&psig=AFQjCNFjrqah4eROTv-Q2l1m5SvEsNJGHg&ust=1366119742096090


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There are an array of tactics for improving customer retention and lifetime value

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Email & display customer

re-marketing & re-targeting

Repeat & returning customer segmentation &

treatment strategies

Consolidated voice-of-the-customer & touchpoint NPS measurement fuelling organisation change

Content & offer personalisation,

targeting & testing

Social listening, response & management

Closed-loop feedback & customer care


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What is Net Promoter Score?

2 simple questions to measure customer satisfaction, advocacy & experience:

How willing would you be to recommend our product / service to friends or family (scale of 0-10)?

Why did you score us that way?

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very willing neutral not at all willing

❿ ❾

Promoters

❽ ❼

Passives

❻ ❺ ❹ ❸ ❷ ❶ ⓿

Detractors

How willing are you to recommend?

% Promoters % Detractors Net Promoter Score = minus


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A focus on loyalty, advocacy and referral is most certainly worthwhile;

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Source: http://blog.hubspot.com/blog/tabid/6307/bid/34041/How-the-Net-Promoter-Score-Helps-You-Benchmark-Customer-Loyalty-INFOGRAPHIC.aspx


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Challenge 1: Asking the right question to get actionable answers

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Interaction Feedback (TouchPoint/Transaction)

Competitor Benchmarking

Customer Preference

Product/Service Feedback

Brand Awareness

& Perception

Brand NPS

TouchPoint NPS


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Challenge 2: How to measure NPS across all TouchPoints in the user journey?

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use online self-care tools

search online for info

see TV advertisement

visit a store receive a bill

join social communities

talk to a representative

use SMS

use apps

receive e-mail, phone, SMS

campaigns

call IVR to get help


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Challenge 3: Sorting, categorising & attributing the root causes of dissatisfaction (by customer segment, journey stage & channel)

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Learn More

Availability

Performance

Relevance

Ease of Use

Quality of Service

Devices

Network

Pricing

Products & Services

Search Advertisements

Search Contact Numbers

Search Offers/Promotions

Buy More

Availability

Performance

Relevance

Ease of Use

Quality of Service

Devices

Network

Pricing

Products & Services

Help Suggestions

Help Email Support

Help Call Centre Support

Do More

Availability

Performance

Relevance

Ease of Use

Quality of Service

Devices

Network

Pricing

Products & Services

Device - Upgrade OS

Device Install Application

Device Maps

Device Performance

Device Locked-Up

Device Broken

Device - Error

Tell More

Availability

Performance

Relevance

Ease of Use

Quality of Service

Devices

Network

Pricing

Products & Services

Account Privacy / Security

Account Registration

Account Password

Account Account Number

Customer journey view

NPS driver view

Action plan view

Market view

VoC text analytics; driving actionable insight beyond just customer journeys.


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Challenge 4: Combining quantitative & qualitative data for a complete picture

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NPS: 2 Why?

My App stopped working after the software upgrade!

NPS: 2

online email online online mobile

My App stopped working after the software upgrade!

Inspecting NPS by customer journey or lifecycle stage

Integrated qualitative and quantitative analytics provide complete visibility of end-to-end customer experience across

digital channels and actionable insights.

Inspecting NPS by the interpreted primary driving

force of the feedback

Inspecting NPS by the interpreted actions that are implied in the

feedback

Segmenting NPS by market,

location, branch, team & individual

for deeper & more actionable insight

Journey view

Driver view

Action view

Geo view

Incorporating text analytics and other key indicators enable prioritisation and ensure focus

and investment in the right places.


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Challenge 5: Identify opportunities to improve

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Customer Experience Macro Management

Across channels

Customer Experience Micro Management

Within channels


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Challenge 6: Closing the loop with the customer

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comments?

score?

contact?

7. gain insights & act on them


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Agenda

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The TouchPoint solution

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“Get deeper actionable insights into customer perceptions by bringing together qualitative and quantitative data for analysis in the context of the cross channel customer journey.”

1. Deploy multi-channel survey capability

2. Integrate VoC with behavioural data

3. Identify & address root causes of dissatisfaction

+


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TouchPoint NPS solution architecture

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Adobe Marketing Cloud

Retail

Call center

Event trigger

Customer infrastructure

Web site

Mobile

Public touch points

SMS/Mail Gateway

Adobe Survey

Adobe SiteCat

Clara Bridge

Watch folder

Caching Layer

Adobe CQ

Adobe Insight

NPS Dashboard


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TouchPoint solution?

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TouchPoint NPS in action

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1. Would you recommend us?

2. Why have you given us the score?

3. Are you willing to provide us with more information?

link

Journey

NPS

online / mobile customer survey

trigger

link

Service

Buy

Help

call-centre / CRM systems

Service

Buy

Help

store / retail systems

poll / batch process

gateway: outbound message to customer requesting survey e.g.

(email/sms)

call-centre / live chat online mobile store purchase activation


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TouchPoint NPS in action

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contact-centre

outbound call

branching rules

(e.g. detractor

specific

question)

real-time sms

trigger

retail

customer purchases new

phone in retail channel

email alert to store

verbatim

classification &

branching


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TouchPoint NPS Consistent cross channel measurement of CSAT

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Most recent customer feedback

Aggregated NPS For hierarchy & filter set

NPS trend & response volume

Channel hierarchy & filters


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TouchPoint NPS Closed loop customer feedback workflow

Manage workflow task

View, filter & sort workflow tasks


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Combining online, call centre & NPS data

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Identify pages generating high call volumes

Identify segments of users visiting these pages and the call centre (e.g. by product type)

And here we can see the actual products

Look at the site and identify any gaps in the content relating to these products to reduce the number of calls in the future

Compare call reasons and results, and once a change is made, track it to show improvements

Overlay NPS data – here NPS is higher after the customer has spoken to an Operator


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Agenda

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Typical implementation plan

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Touchpoint NPS

PHASE II:

• Deploy online/mobile survey capability

• Deploy initial NPS dashboarding

• Set up an TP NPS Task Force

• Automated classification for core markets

PHASE I:

• Build organisational buy-in to NPS KPI

• Align with customer insights team

• Map user journey & touch points

• Understand business categories & org

• Instigate change programme

PHASE III:

• Deploy offline channel survey capability

• Augment NPS dashboarding

• Deploy single view of the customer pooling online,

offline, NPS, social & sentiment data

O mos. 18 mos. 6 mos. 12 mos.

PHASE IV:

• Deploy classification for secondary markets

• Advocacy champion in every customer facing

team

• Finalise NPS dashboarding


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What about Social? Customer sentiment The new NPS?

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I would recommend

this brand to my friends

I am recommending this

brand to my friends, family and the world

The Social Sentiment metric is nominally a measure of the effective realization of the Touchpoint NPS metric for proactive customers.

Bringing the latent intention to promote or detract at the interaction

level together with the actual promotion or detraction via social channels provides a fuller picture of customer satisfaction, loyalty

and advocacy.

Quote taken from http://www.conversocial.com/blog/entry/sentiment-the-new-social-net-promoter-score

http://www.conversocial.com/blog/entry/sentiment-the-new-social-net-promoter-score















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Lessons learned

Organisational change is hard

D

Lead by example with a closed loop task force

Incentive plans help

Governance

NPS feedback & team performance is sensitive information

Consider who should see what & who should follow up with the customer

Agents responsible for a low NPS score should not own the follow up

Roll up / comparison of NPS

The headline number is not important, the trend is

Focus on standardising measurement, mapping the user journey & business categorisation first

Analysis should always include context

C

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Lessons learned

Be clear on who is doing what with each tool & how your stakeholders want to use this data

Think carefully about what data you need in a dashboard Vs what you need for analysis

Different stakeholders will want to use metrics in different ways any solution needs to be flexible

Look at the marco level when using automated sentiment / text analysis

Any given categorisation could be wrong - look for the big trends

Try to survey customers as close to the interaction as possible

Ideally within 10 minutes

Avoid anti-social days / times of day

SMS offers a very good response rate over pop-up Surveys & e-mail Surveys

Keep the survey as non intrusive as possible to avoid the measurement affecting the results

Some languages are harder for NLP

NPS i

Combine with other data to correlate, what, why & CSAT impact

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turn customers into advocates: measuring & improving ... · •deploy offline channel survey...

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