9/24/2015
1
Customer Loyalty:The Art and Science
Paul Hagen and Kristin IrvingTuesday, September 29th, 2015
1
DOWNLOAD THE
CONVERGE EVENT APP
Search “NADP CONVERGE”
or go to tinyurl.com/nadpcon15
9/24/2015
2
BUSINESSCONSULTANTS
DEEPTECHNOLOGISTS
Intentionally Design Your Member Experience
Paul Hagen ‐ Senior Principal, Customer Experience
Kristin Irving ‐ Director, Healthcare
© 2015 West Monroe Partners | Reproduction and distribution without West Monroe Partners prior consent is prohibited.
Who cares about customer experience design?
4
9/24/2015
3
© 2015 West Monroe Partners | Reproduction and distribution without West Monroe Partners prior consent is prohibited.
Who cares about customer experience design?
5
© 2015 West Monroe Partners | Reproduction and distribution without West Monroe Partners prior consent is prohibited.
Who cares about customer experience design?
6
9/24/2015
4
© 2015 West Monroe Partners | Reproduction and distribution without West Monroe Partners prior consent is prohibited.
Who cares about customer experience design?
7
© 2015 West Monroe Partners | Reproduction and distribution without West Monroe Partners prior consent is prohibited.
Who cares about customer experience design?
8
9/24/2015
5
© 2015 West Monroe Partners | Reproduction and distribution without West Monroe Partners prior consent is prohibited.
1. Kleiner Perkins adds John Maeda (former RISD head)
2. Google picked up mechanical design firm Gecko
3. Flextronics acquires Frog Design
4. CapitalOne acquires Adaptive Path
5. McKinsey picked up Lunar
6. Facebook has swallowed up Hot Studio, Bolt Peters, and Teehan+Lax
27 startups co‐founded by designers acquired
Design has gone mainstream
9
© 2015 West Monroe Partners | Reproduction and distribution without West Monroe Partners prior consent is prohibited.
$1 Billion
Forrester research estimates that a 10‐point spread in customer experience rating can amount to over $1 billion in financial
impact.
Thesis: Customer experience drives revenue growth
10
Our research shows that companies scoring high in customer experience see substantial top‐line revenue growth.
9/24/2015
6
Is there such a thing as a good member experience in the dental industry?
© 2015 West Monroe Partners | Reproduction and distribution without West Monroe Partners prior consent is prohibited.
Increasing customer experience in the dental chair
12
9/24/2015
7
You deliver experiences today…
…have you intentionally designed them?
© 2015 West Monroe Partners | Reproduction and distribution without West Monroe Partners prior consent is prohibited.
DEEPEN your customer experience
14
9/24/2015
8
© 2015 West Monroe Partners | Reproduction and distribution without West Monroe Partners prior consent is prohibited.
Southwest Airline
Source: southwestairlines.com
Which one has the right customer experience?
Southwest Airlines
15
© 2015 West Monroe Partners | Reproduction and distribution without West Monroe Partners prior consent is prohibited.
Source: Emirates.com
Which one has the right customer experience?
Emirates Airlines
16
9/24/2015
9
© 2015 West Monroe Partners | Reproduction and distribution without West Monroe Partners prior consent is prohibited.
Customer Experience is not about giving customers everything they want…
17
© 2015 West Monroe Partners | Reproduction and distribution without West Monroe Partners prior consent is prohibited.
…it’s about keeping promises that a company makes
Making Promises
Keeping Promises
Communicating brand promise
Delivering value customers expect
Interaction Points
18
9/24/2015
10
© 2015 West Monroe Partners | Reproduction and distribution without West Monroe Partners prior consent is prohibited.
Imagine a vase…
19
© 2015 West Monroe Partners | Reproduction and distribution without West Monroe Partners prior consent is prohibited.
Imagine a way to display flowers…
20
9/24/2015
11
© 2015 West Monroe Partners | Reproduction and distribution without West Monroe Partners prior consent is prohibited.
Doug Dietz is a Principal Designer for GE Healthcare
21
© 2015 West Monroe Partners | Reproduction and distribution without West Monroe Partners prior consent is prohibited.
Standard customer experience…
22
9/24/2015
12
© 2015 West Monroe Partners | Reproduction and distribution without West Monroe Partners prior consent is prohibited.
…resulted in 80+% of children needing to be sedated
23
© 2015 West Monroe Partners | Reproduction and distribution without West Monroe Partners prior consent is prohibited.
Doug started innovating with a team to find a solution for children
24
9/24/2015
13
© 2015 West Monroe Partners | Reproduction and distribution without West Monroe Partners prior consent is prohibited.25
© 2015 West Monroe Partners | Reproduction and distribution without West Monroe Partners prior consent is prohibited.26
9/24/2015
14
© 2015 West Monroe Partners | Reproduction and distribution without West Monroe Partners prior consent is prohibited.
Patients have a more enjoyable experience.
Parents have a more enjoyable experience.
Radiologists get more accurate images.
Hospitals save time and money; lower risks.
Hospitals gain competitive differentiation.
GE Healthcare gains competitive differentiation.
27
The customer experience changed the customer’s perception of the
organization.
9/24/2015
15
© 2015 West Monroe Partners | Reproduction and distribution without West Monroe Partners prior consent is prohibited.
Envision…
Robotics
Big data & predictive analytics
Payments Wearable's
3D Printing
Crowdsourcing & Sharing economy
Drones Autonomous vehicles
Beacons
Artificial intelligence
29
© 2015 West Monroe Partners | Reproduction and distribution without West Monroe Partners prior consent is prohibited.
Wearables
Source: Forrester30
How will this catalyst change how you can serve
customers?
9/24/2015
16
© 2015 West Monroe Partners | Reproduction and distribution without West Monroe Partners prior consent is prohibited.
Crowdsourcing and Sharing Economy
31
How will this catalyst change how you can serve customers?
© 2015 West Monroe Partners | Reproduction and distribution without West Monroe Partners prior consent is prohibited.
Artificial Intelligence
32
How will this catalyst change how you can serve
customers?
9/24/2015
17
© 2015 West Monroe Partners | Reproduction and distribution without West Monroe Partners prior consent is prohibited.
Big Data
33
How will this catalyst change how you can serve customers?
© 2015 West Monroe Partners | Reproduction and distribution without West Monroe Partners prior consent is prohibited.
3D Printing
34
How will this catalyst change how you can serve customers?
9/24/2015
18
Opportunity.
35
© 2015 West Monroe Partners | Reproduction and distribution without West Monroe Partners prior consent is prohibited.
Thank you for your time today
36
Paul HagenSr. Principal, Customer ExperienceTel (213) 631‐[email protected]
Kristin IrvingDirector, Healthcare & InsuranceTel (630) 212‐8946 [email protected]
9/24/2015
19
Take the Session Evaluation
nadpconverge.org/eval2015