re energiser

customer and business engagement strategy

Peter Crayfourd – Group Head of Customer Lifecycle Experience

2012

contents

section 1 the business challenge!

section 2 the customer challenge!

section 3 re energiser framework

1. the business challenge

objectives – three simple value creation opportunities

growth costsbest loved

brand

turning simple objectives into tangible and believable business wide deliverables is extremely challenging

prioritisation is difficult when you have average data

gut feeling

Making gut feeling decisions is important and a key business differentiator but when this process is based on “average” information then it becomes a leap of faith!

average depth 3ft!

measurement

72%gartner

culture – enabling a pro-active, transversal organisation

re active

at best we are re active to customers needs! Then consider the lack of transparency & co operation between silos – the challenge feels impossible…

silo

sales ops finance

making it happen – its about leadership and team work

desire belief

if you have the desire to change the game, then we can help make create the customer view to create the belief that change is good for the customer as well as the business

8 France Telecom - Orange restrictedpresentation title

2. the customer challenge

customer relationship = sum of the experience

is the sum of all experiences a customer has

over the duration of their

with a supplier of goods or services,

relationship with that supplier

customer experience

what are the events & implications of an experience?Mr Jones lifecycle customer journey

buyOFFER

SERVEchange

OFFERinfo

INBOUNDCHANNEL

CUSTACTION

PROP/DRIVER

Mr Smith lifecycle customer journey

INBOUND CHANNEL

CUST ACTION

PROP/DRIVER

buyOFFER

SERVEchange

OFFERinfo

9

ratio

na

l

10

9

10

9

9.4

em

otio

na

l

7

8

9

10

10

8.8

em

otio

na

l

0

0

3

1

2

1.2

0

ratio

na

l

9

8

1

2

4

da

ta p

oin

ts

15

12

25

22

50

124

da

ta p

oin

ts

60

50

25

110

50

295

4x

5x

OFFERinfo

SERVE

info

sample 100% sample 100%

1. end 2 end customer strategy NOT average snapshot reporting

2. sample voice of customer issue INTEGRATED 100% analytical reporting, delivering;

3. 121 customer lifecycle management &SMART business management

USEvoice, sms, data

USEvoice, sms, data

time

management of the customer over time, across silos

emotional

emot

iona

l ou

tcom

es

rational

rational experiences

lock on

to track at a customer level the rational and emotional perceived experiences over the duration of their relationship & calibrate with the 100% analytics of the experience

lock in

MOODsegment

unite

connect

equal

receptive

indifferent

increased +WOMrevenue

decreased

costschurn

increasedcostschurn-WOM

decreased revenue

vasCSR /l i festyl

e

r isk

transformation measurement

prioritisation

actionable balance score card approach

strategic capability framework

maturity phases

cross silo enterprise reporting 360 multi touch view & VOC

feedback

employee performance

• front office• back office• head office

customer perf indicators - CPIs

•employee•objectives•customer•channel

LISTEN 1.0

branded experien ce

multi channel (cs, retail & online)

CE

bus

ines

s ca

se

EN

GA

GE

2.0

AN

TIC

IPA

TE3.

0

1. unite2. connect3. equal4. receptive5. indifferent

customer relationshipMood ce segmentation

13 France Telecom - Orange restrictedpresentation title

3. re energiser framework

14

3 phase execution approach

silo

tran

sver

sal

bu

sin

es

s

ca

pa

bil

ity

&

cu

ltu

re

re active pro activecustomer culture

info

rmed

dec

isio

ns

mea

sure

men

t

2.0 Engage

3.0 Anticipate

Listen 1.0 will deliver the required transparency for each silo to work together, but only by implementing engage 2.0 will the business case opportunities be realised!

customer engagement

business engagement

customer

Listen 1.0 - top down KPIs with transactional detail

agent – web

rep - retail

KPIs – top down

agent – customer services

marketing customer services retail web operations

redefining the game with engage 2.0

by empowering the business to

sustain engaged customers,

while re-engaging

profitable dis-engaged customers

pro active 121 management of an

individual customers multi touchpoint experience,

during their lifetime with the brand

customer engagement

with employee engagement aligned to empowering

continuous improvement

prioritisation and

measurement

pro active customer engagement

simple customer engagement

indicators driving a transversal customer centric approach to

business engagement

17 France Telecom - Orange restrictedpresentation title

thanks