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Using customer insights and business intelligence to measure the health of the customer experience you are providing.
Designing a Customer Experience Dashboard
Megan CaauweConsultant, Business Intelligence
Jen EckertDirector, Strategic Consulting
Agenda
What is Customer Experience?
• Customer Experience Journey• Identifying Key Metrics
Monitoring Web Presence
• Why is it important?
Dashboard Design Guidelines
• Getting Started• Sample Dashboard Scenario
Q&A
What is Customer Experience?
• Customer Experience is …– NOT just measurements of single interactions– NOT just a purely contact center initiative– NOT just Customer Satisfaction– NOT just Service Level or Average Handle Time
It IS a collection of experiences and perceptions throughout the customer journey.
Defining Customer Experience
Monitoring Web PresenceThe Adventures of Hanover Bear
What is Customer Experience?
Discover• Referrals• Research• Word of
Mouth• Direct
Marketing• Advertiseme
nt
Evaluate• Research• Read Reviews• Seek
Feedback• Trials
Buy• Order Online• Purchase In
Store• Phone Order• Make
Payment
Access• Check Order
Status• Receive
Product via Delivery
• Pick up Product
• Receive Service
• Download from Internet
Use• Installation• Troubleshooti
ng• Training• Reporting
Issues
Maintain• Upgrades• Warranty• Replacement
Parts
Six Phases of the Customer Journey
Most Customers Don’t Have a Need to Interact with your Contact Center Until Here…
…AND, often it is because something is WRONG!!!
What is Customer Experience?
First Contact Resolution (FCR)
Net Promoter Score (NPS)
Voice of the Customer (VOC)
Customer Effort Score (CES)
ANI Data Claim Rates CRM Data Defect Rates Return Rates Speech Analytics Surveys Web/Social Media Monitoring
Wrap-up Codes
Common Key Metrics
In Session Question
Are you currently tracking any Customer Experience metrics?• Yes• No, but starting to think about it• No, and haven’t even thought about it
View Results
www.avtex.com/engage
Monitoring Web PresenceWhy is it important?
Monitoring Web PresenceEvery Minute…
“…every tweet tells a story.”- Brooks ThomasChief Social Media Guru, Southwest Airlines
Hours of YouTube videos uploaded100Million Pieces of content posted on Facebook1.7Months of YouTube videos watched on Facebook4.4
Thousand Tweets278
YouTube Links tweeted700
In Session Question
Are you consistently monitoring your social media presence?• Yes• No, but starting to think about it• No, and haven’t even thought about it
View Results
www.avtex.com/engage
Dashboard Design Guidelines
Term originates from the ability to glean important information from a mere glance at your car’s dashboard.
In business, it is aboutSimple and Concise communication of information relevant to a particular business objective/process.
What is a dashboard?
Every dashboard is unique.
What works for one business may not work for another.
Dashboard Design Guidelines
What
Why
Who
When
• Watch ing long-term goals
• Wants summarized in formation / KP Is
• Reviews reports/dashboards on a Semiannual/Quarterly basis
Upper Management
• Watch ing short-term goals
• Wants a combination of detail ed and summarized in formation
• Reviews reports/dashboards on a Monthl y/Weekly basis
Middle
Management
• Watching operational goals
• Wants detailed operational reporting
• Reviews reports on a Daily/Hourly basis
Line Managers
Identifying Key Metrics
Dashboard Design Guidelines
• Where is the data?• How easily can one connect
to retrieve updates?• How clean is the data?– Social media data is a common
example where some cleanup may be needed.
• What does the root system data mean in relation to the identified key metrics?
Tool to Model the following Sample Scenario:Power BI within Microsoft Excel
Starting a Dashboard Mock-up
Discover & Co
mbi
ne
•Power Query
Model & Analyze
•Power Pivot
Visualize
•Power View•Power Map
Sample Dashboard ScenarioDemo using Power View within Microsoft Excel
Sample Dashboard ScenarioDemo using Power View within Microsoft Excel
What’s Next?
• Have you taken time to truly understand the journey your customers take?
• What kinds of information do you already have which might help you understand that customer journey?
• What does that information really mean, beneath its face value?
• How do you represent that data so it is truly relevant to your customer experience strategy?
Questions to Consider
Social Media Presence Results Customer Experience Results
QUESTIONS