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REPUTATION AND EXPERIENCEThe Twin Pillars of Customer Centric Organisations
Presentation by Paula Giles
14th May 2015
Communication professionals are caught in the cross hairs of trying to build and sustain an agency’s reputation, mitigate potential damage from a service failure or, address a shortfall in the service delivery experience.
A PROPOSITION
Outline a customer centric framework 1
Provide Customer Experience Measures2
Discuss how you can enhance reputation, performance & value
3
GCA Conference | 24 May 2015 | Reputation and Experience: The Twin Pillars of Customer Centric Organisations
2
BEING CUSTOMER CENTRIC
THE SIX Cs OF CUSTOMER CENTRIC ORGANISATIONS
For every customer … across each channel … and all content.
The strategy, purpose and intent is defined, aligned and understood.
Customer demand, segments, needs and expectations are understood.
Clarity
The Leadership team is engaged and demonstrates effective sponsorship and change governance.
Investment of funds and resources (direct and in kind).
Commitment
Across the organisation, structure, functions and teams. Roles include internal and external customer focus.
Aligned business and customer processes, practices and policies.
Connectivity
People are equipped with knowledge and skills.
Provided with training and performance support.
Capability
Across channels, customer types, touch points and time.
Consistency
Shared values and culture around the customer exists and is evident in every day practices.
Employees are active and engaged.
Cohesion
Reputation
GCA Conference | 24 May 2015 | Reputation and Experience: The Twin Pillars of Customer Centric Organisations
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4GCA Conference | 24 May 2015 | Reputation and Experience: The Twin Pillars of Customer Centric Organisations
Customer Centricity A Modest Proposition…
Clarity
Commitment
Connectivity
Capability
Consistency
Cohesion
Reputation
If you consider reputation
management to be your
role, then you must own
or influence the
customer experience.
5GCA Conference | 24 May 2015 | Reputation and Experience: The Twin Pillars of Customer Centric Organisations
A Modest Proposition… Question
How do you know you
are providing a service
expected (promise) and to
a consistent standard?
If you consider reputation
management to be your
role, then you must own
or influence the
customer experience.
6
CUSTOMER EXPERIENCE
GCA Conference | 24 May 2015 | Reputation and Experience: The Twin Pillars of Customer Centric Organisations
COMMON MEASUREMENT TOOL (CMT)
ReasonContact
channel usedClassification1
Overall Accessibility Timeliness Service
Fairness InformationPersonal
CircumstanceKnowledge/ Competence
Extra Mile
Ease of Business
First Contact Enquiry
Resolution
Enquiries not resolved on 1st contact
Satisfaction2
Performance3
Outcome4
7GCA Conference | 24 May 2015 | Reputation and Experience: The Twin Pillars of Customer Centric Organisations
Reputation1
Customer Experience
2
Service Design
3
If you consider reputation management
to be your role…
then you must own or influence the
customer experience…
how will you enhance reputation, performance
and value?
8GCA Conference | 24 May 2015 | Reputation and Experience: The Twin Pillars of Customer Centric Organisations
Define the customers and their needs
• Who are our customers?
• What are their needs and expectations?
• What matters to them?
• What triggers demand?
• What can we do to change demand / shift pattern?
Develop product /service offer
Market and measure performance
• What product service/ features will we provide?
• What is our ‘service contract?’
• Where, when, how will this be delivered? e.g. locations, channel
• How do we know we are delivering value?
• What are our customers saying?
• How do we change what we do?
• Collect customer data
• Analyse service/product use patterns
• Understand and map customer experience
• Map services against needs
• Identify comparable services and substitutes
• Develop access/channel strategy and response (web, face to face, phone, social media, intermediaries, agents)
• Apply customer co-design
• Encourage uptake and shift behaviour and channel shift
• Measure customer satisfaction
• Benchmark performance
• Evaluate and improve
SUMMARY
GCA Conference | 24 May 2015 | Reputation and Experience: The Twin Pillars of Customer Centric Organisations
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Connectivity
Capability
Consistency
Cohesion
Clarity
Commitment
Reputation1
Classification1
Satisfaction2
Outcome4
Performance3
Customer Experience
2
Define the customers and
their needs
Develop product /service offer
Market and measure
performance
Service Design
3
QUESTIONS
The Customer Service
Specialists
WE ARE CSBA
Creating customer centric business is our business.
Our passion is to understand, measure and improve customer service in order to help your organisation be more successful.
We do this by understanding the strategies, aspirations and the performance our clients want to achieve. We then develop programs, conduct research, measure and assess
performance and provide training to enable our clients to deliver outstanding service.
