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CUSTOMER EXPERIENCE IN ACTION
Break out 1Cross functional track14:00 – 14:45
Annelies D’hondt, Customer Experience specialist
Berit Bel, Associate at Minds&More & Customer Experience Expert
Part 1: Setting the scene• What is Customer Experience?• Building a CX strategy: AS IS, Vision, Gap analysis & CX
Roadmap
Part 2: The CX toolkit• Measuring CX & Value model• Design methodology • Operating model
Part 3: CX as a driver for change• Ecosystem• Maturity stages
Today’s Journey
Part 1: Setting the scene
What is Customer Experience?
Positive Experiences• Loyalty• Advocacy
• Repeat Customer
Negative Experiences• Hoppers• Haters• Churn
Aware Interest Decide Install Start Pay Use Info HelpCom-plain
Opti-mize
Re-commit
Leave
ReceiveOffer
ReceiveBest-Fit
Report Issue
Look forAnswers
UseProduct
Receive1st Bill
ReceiveLog-In
ReceiveVisit
Call toleave
NAChooseProduct
Get Offer
Read Press
What experience are you delivering today?
Word of Mouth
Hear Radio
….
See online Ads
…
DiscussNeeds
Get Quote
InquireCondition
Get Info
Pay
ChooseInstall
Receivestart Info
SignContract
Order Product
Receiveinfo
ReceiveProducts
…
ReceiveWelcome
UseProduct
Upload Accessory
…
Pay Bill
Receive Billrecurrent
…
Receive BillInsert
…
UseAccessory
Contact Helpdesk
ReceiveCSAT
…
FindAnswers
…
BookRepair
ReceiveVisit
ReceiveFeedback
ReceiveDiagnosics
ReceiveFreebies
…
Get Invited
ForcedMigration
Migrate bychoice
…
ReceiveCall
…
ReceiveCall back
Aware Interest Decide Install Start Pay Use InfoCom-plain
Opti-mize
Re-commit
LeaveHelp
…
…
…
…
…
…
…
…
…
…
…
…
…
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Under Customer Expectations
Beyond Customer Expectations
At par with Customer Expectations
Moment-Of-Truth
The Vision
ACCESS PRODUCT PRICE SERVICE BRAND AFFINITY
ACCESS
PRODUCT
PRICE
SERVICE
BRAND AFFINITY
DOMINATE
DIF
FE
RE
NT
IAT
E
Translating the Vision to the Journey
Aware Interest Decide Install Start Pay Use Info HelpCom-plain
Opti-mize
Re-commit
Leave
-12,5%
-10,0%
-7,5%
-5,0%
-2,5%
0,0%
2,5%
5,0%
7,5%
10,0%
12,5%
GAP Analysis
-12,5%
-10,0%
-7,5%
-5,0%
-2,5%
0,0%
2,5%
5,0%
7,5%
10,0%
12,5%
Actual Gap
LT GapELT
Product XP
Support
Loyalty Leave
Create the CX Roadmap and governance
ELT Product XP Support Reward/recommit
Leave
Diagnose through root cause analysis
Determine what needs to improve: tactics
Group into projects and prioritise
Build CX Roadmap
Governance: Track LEAD and workstream leads
CX
Steerco
Part 2: Customer Experience Toolkit
CX toolkit: VOC Model
rNPS
pNPS sNPS
Product satisfaction
drivers
Process satisfaction
drivers
tNPS
Process satisfaction
drivers
Correlations allow for
-> driver analysis
REPUTATION
DRIVERS
BRAND
PERCEPTION
Relational tracker
Transactional tracker
STRATEGYPRODUCT IMPROVEMENT
CONTINUOUS IMPROVEMENT
CX Toolkit: Value Model
Example: Turning a VERY HIGH VALUE Extreme Detractor intoa Promotor yields a 10 + 5 euros ARPU increase 1 year later
Step 1Divide base into value tiers…
… and determine average value evolution after 12 mnths
Step 2Divide base into NPS tiers
Step 3Value delta per cell in churn,
sales and usage
Phases, steps, touchpoints
Emotions/thoughts
Needs / MOTs
TO BE XP
Channel mix
Front & Backend change requirements
CX Toolkit: Journey Mapping Methodology
Part 3: Customer Experience
a driver for change
HR
MARKETINGOPERATIONS
ITENGINEERING
LEGAL
FINANCE
PROJECT GOVERNANCE
CORPORATE STRATEGY
CONTINUOUS IMPROVEMENT
OMNICHANNELSTRATEGY
TAC
TIC
AL
FUN
CTI
ON
AL
CU
LTU
RE
ENG
AG
EMEN
T
CX ECO-System
STRA
TEGIC
INTEGRATES
CX Maturity Stages
Ded
ica
ted
toC
ust
om
er
Integrated in organization
STRUGGLES CONVINCES CHALLENGES SUPPORTS
IGNORED HEARD UNDERSTOOD ENGAGED APPRECIATED
EMBARK
ENGAGE
COMMIT
EXCEL
EMBED
CX team …
Customer feels…
5
4
3
2
1
Customer Experience puts the heart
into everything you do
Thank you