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How do you, as Insurance
broker/company, get the right
appearance?
Customer experience
Moments of truth
Voice of the Customer
Metrics
Carglass®
Customer experience
What is “customer experience”?
emotions
interactions
brand /
organisation
Why manage experiences?
Customers today are …
… more critical and less loyal
Customers today have…
… less time
… zero tolerance for waiting time or lack of empowerment
… more choices than ever before
… more buying power
… high expectations
… no patience
… no problems changing suppliers
…
Along the
customer journey…
…through a variety
of channels
In person
Memorable experiences can lead to customer actions that build, or
destroy profits
Pleased
Comfortable
Appreciated
Important
Special
Frustrated
Let down
Angry
Ignored
Confused
19%
32%
0% 10% 20% 30% 40%
Purchased more products/services
Recommended to a friend or colleague
20%
25%
0% 10% 20% 30% 40%
Switched to new supplier/provider
Complained to a friend or colleague
Moments of truth
What are “moments of truth”?
Source: McKinsey - The ‘moment of truth’ in customer service
High emotional investment
Moment of truth
Low emotional investment “Is this
covered?”
VS
Why “Moments of truth”?
Handling these moments well can increase satisfaction, loyalty, generate word-of-mouth, gain a higher
value of that customer, …
Tools to help rise to the challenge:
1. A degree of self-regulation or empowerment
2. A positive outlook (not “yet another problem”) and constructive responses in mind
3. Awareness of the emotional aspects
4. Putting the client first, and expressing feelings of empathy and caring.
5. Knowledge transfer to backoffice people
Source: McKinsey - The ‘moment of truth’ in customer service
Trend: Instant, Anywhere Insurance Protection
Consumers are more mobile. Accidents can be documented and claims can be made
right on the spot.
Example: Smartphone apps to make claims, or ask for assistance based on GPS
coordinates.
- Consumers will expect to be able to do everything on a smartphone
- Brands will develop more apps to make/document claims – get rid of documents,
signatures
Voice of the customer
Voice of the customer
The in-depth process of
capturing a customer’s expectations,
preferences and aversions.
59% of consumers quit doing business with a company because of a bad
customer experience.
... But that was 4 years ago
Now this is up to 86%
Source: Harris Interactive, Customer Experience Impact Report
Why is the voice of the customer important?
70% of customers’ buying decisions are based on how they feel they are treated 70%
Source: “Understanding customers” – Ruby Newell-Legner
It takes 12 positive service experiences to make
up for one negative experience
1 12
Voice of the Customer Process
1. Listen to what your customers are saying
2. Interpret what they value
3. React by engaging with the customer
4. Monitor the outcome by repeating the process
Metrics
Some ways on how to measure this:
Net Promotor Score
Delight
Satisfaction
Metrics: Satisfaction
What is customer satisfaction?
= evaluation of the service. Ideally : measure immediately after the interaction.
Customer satisfaction provides an indicator of consumer purchase intentions and
loyalty.
Satisfaction is usually surveyed:
- For the brand/service in general,
- For common areas (people, advice, claims handling, complaints, …)
- For the detailed aspects of it
Follow-up portfolio Claim's handling
Advice
Contact person (empathy)
Complaint management
0%
10%
20%
30%
40%
50%
60%
70%
80%
0,30 0,35 0,40 0,45 0,50 0,55 0,60 0,65 0,70 0,75 0,80
Pe
rfo
rma
nc
e (
To
p2
)
Importance
Strategic
advantage
Minor disadvantage
Strategic
disadvantage
Strength without
strategic benefit Hig
h
High
Metrics: Delight
Delight = extra level of customer satisfaction
Customer
Satisfaction
Perceived
Service
Expected
Service Delighted
Satisfied
Dissatisfied
= - Per Exp
Per Exp
Per Exp
Less than
Equal
Exceeds
Customer Delight
Customer Delight is a positive emotional and rational state of a client that leads to enthusiasm about a company
Clients express this by …
… expressing positive emotions
… being very satisfied
… expressing intent to continue and continue their clientship
… promoting the company
SATISFACTION
PERFO
RM
AN
CE
Po
or
Ou
tsta
nd
ing
Delighted
ENHANCERS
DISSATISFIERS
Expected/
threshold
Attractive/
delighters
Disgusted
The Kano Model
To determine your real
drivers of DELIGHT
• Attitudes of service champions
• Frontline service providers skills
• Service recovery
• Keep an eager desire to serve others
• Show empathy to customers’ problems
• Ability to convey trust, competence & confidence
• Make the invisible part of service visible
• Provide value-added services
• Show personal touch & care
• Promise what you can do & keep promises
• Be professional
Skills on delighting customers Attitudes of service champions
• Attitudes of service champions
• Frontline service providers skills
• Service recovery
• Complaints – Best source of feedback
• 54% - 70% of customers return when their complaints are
resolved
• 95% of customers become loyal when their complaints are
resolved quickly
• Turn “upset” into “delighted” customers
Skills on delighting customers Service recovery
Metrics: Net Promotor Score (NPS)
What is Net Promotor Score (NPS)
NPS = a customer loyalty metric based on the question
“how likely is it that you would recommend company X to a friend or colleague?”
Not likely
at all
Very
likely
7 8 1 2 3 4 5 6 0 9 10
What is Net Promotor Score (NPS)
NPS = a customer loyalty metric based on the question
“how likely is it that you would recommend company X to a friend or colleague?”
Not likely
at all
Very
likely
7 8 1 2 3 4 5 6 0 9 10
Detractors Promoters Neutral
1% 1% 2% 2% 2% 10% 9% 25%
32% 8% 8%
0 1 2 3 4 5 6 7 8 9 10
Net Promotor Score – an example based on question “how likely is it that you would recommend company X to a friend or colleague?”
Score on 10
Detractors Neutral Promotors
NPS segments
-11%
NPS
27% 57% 16% Total
0-6 Detractors 7-8 Neutral 9-10 Promotors NPS = 16% Promotors –
27% Detractors
Very unsatisfied Unsatisfied Neutral Satisfied Very satisfied
Detractors 94% 90% 50% 10% 5%
Neutrals 5% 7% 45% 75% 35%
Promotors 1% 3% 5% 15% 60%
Link satisfaction with NPS
Being satisfied is not enough to promote a service/company.
Pro’s:
— Quick
— Simple
— Easy to collect
— Cost effective
— Benchmarking
Net Promotor Score – Pro’s and con’s
Con’s:
— No drivers of satisfaction (Relying on a single
number is dangerous)
— Likelihood to recommend = behaviour; loyalty
also consists of emotional elements such as trust
and identification, which is not measured in the
NPS
— Scores are highly dependant on culture, sector,
market conditions, …
1) Map the Customer Journey
2) Identify the Moments of Truth
3) Listen to the Voice of the Customer
4) Manage the Customer Experience
In summary : A positive customer experience is crucial
Top 5 attributes of companies that deliver
“Constantly Excellent Customer Experiences”
The key ingredient: People!
1. Well-trained and helpful employees
2. Excellent customer service
3. High quality goods & services
4. Friendly and caring employees
5. Personal attention, reward for loyalty
Carglass®
Vision Carglass®
Afin d’être le choix naturel
mais aussi la référence en matière de service,
nous nous engageons à dépasser les attentes
de nos clients
en leur fournissant un service de remplacement
et de réparation zélé et inoubliable.
N’importe où, n’importe quand. Gary Lubner CEO
Belron®
Jean-Paul Teyssen Managing Director
Carglass®
Caroline Ameloot Sales & Marketing
Director Carglass®
Le ‘Circle of success’ de Carglass®
Satisfaction
Clients
Satisfaction
Actionnaires
Satisfaction
Collaborateurs
1998 І Départ
2006 І Delight
2008 І NPS
2006 І I hate, I love
2013 І Facebook
2012 І Mise en pratique
NPS
2009 І International
2012 І Tél E-mail
Histoire
Job
Enquête
Résultats
Méthodologie
Possibilité d’agir
rapidement
Chaque client est
interrogé
70 000 enquêtes/an
Semaine x-1 Semaine x Semaine x+1
Evaluation globale + 9 aspects
1. Moment choisi par client
2. Endroit choisi par client
3. Amabilité
4. Efforts pour résoudre le problème
5. Qualité du travail
6. Ponctualité
7. Information
8. Compétence
9. Accessibilité
Satisfaction globale NPS &
Objectivité
Mesurer,
c’est savoir
Idées sous-jacentes
Clients et
feedback
= cruciaux
Créer la
mentalité
appropriée
“Tout feedback,
même négatif,
est une
opportunité”
Call-back dans
les 48h si le
client le souhaite
Résultats
Satisfaction
globale 97 %
NPS 81 %
Choix endroit 97 % Amabilité
99 %
Efforts 98 %
Qualité travail 96 %
Ponctualité 98 %
Information 97 %
Compétence 98 %
Accessibilité 98 %
Choix moment 96 %
Utilisation des résultats: interne
Filiales / Call center: online tool
Benchmark international
Utilisation des résultats: externe
Clients: comagnies d’assurance &
de leasing, fleets, courtiers
Non-clients: public plus large
Facebook Customer Delight Letter
En conclusion, il faut...
connaître son client, dépasser ses attentes, communiquer avec lui/elle...
et vivre ceci pleinement en interne et externe!
Thank you for your attention!
Kris Vloeberghs
GfK Belgium
+32 16 74 24 04
Caroline Ameloot
Carglass®
+32 11 30 15 15
