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4C Consulting - Breakfast Seminar: Customer Experience Feedback Systems

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Most companies measure a series of customer KPIs such as Customer Satisfaction, Customer Effort,… and Net Promoter Score . Most often, however, the key objective of measuring these KPIs, and capturing …

Most companies measure a series of customer KPIs such as Customer Satisfaction, Customer Effort,… and Net Promoter Score . Most often, however, the key objective of measuring these KPIs, and capturing customer feedback in general, is to generate input for management reports and quality improvement ideation.

Although we are very much in favor of measuring and reporting customer KPIs – it is the only sustainable way to anchor customer experience in the boardroom and guarantuee C-level attention- the actionability of this approach is relatively limited. After all you are looking back in time. If you notice customers being dissatisfied, you can study the reasons for their dissatisfaction and detraction, and you can try to come up with solutions to prevent this from happening again in the future. You will not be able anymore, however, to fix the individual customer cases. That opportunity lies in the past.

What can you do to grow from ‘From Measuring Net Promoter Score’ to ‘Turning Customers into Promoters’? To move from ‘Measuring Customer Satisfaction’ to ‘Satisfying Customers’?
•Do you know your promoters and satisfied customers personally? Do you know who they are?
•Do you know all your detractors and your dissatisfied customers? By name?
•Do you know when and why they became dissatisfied? Instants after it happened?

Telenet for Business, the B2B division of Telenet, does. Why? Thanks to a customer experience feedback system, powered by Clicktools and fully integrated in Salesforce.com. It allows for continuous measurement of customer satisfaction at key moments in the customer journey, close enough to the actual interaction to allow for remedial actions when needed.

During our breakfast seminar on 21st February 2014, Telenet for Business and 4C Consulting talked about how they approached the design and implementation of an integrated customer experience feedback system.

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  • 1. Customer Experience Feedback SystemsCustomer Experience Feedback Systems Breakfast at 4C Consulting Customer experience feedback systems: concept and case study by Telenet for Business Mechelen, 21/02/2014  |  More information: geert.martens@4cconsulting.com #4CSEM
  • 2. We build ‘customer companies’ accessible everywhere loves (to know)  its customers connected 24/7 highly  profitable engages in every interaction
  • 3. Breakfast @ 4CC   |   Customer Experience Feedback Systems  |  21st February 2014  |  Twitter: #4CSEM Transformation “Architects” Solutions “Engineers” Insight “Scientists” We build ‘customer companies’
  • 4. 01 Welcome to the Age of the Customer Content 02 Measurement Ecosystem 03 Case Study: Telenet for Business 06 Questions? Breakfast @ 4CC   |   Customer Experience Feedback Systems  |  21st February 2014  |  Twitter: #4CSEM Solution powered by Salesforce & Clicktools04 05 Key take‐aways #4CSEM
  • 5. Age of  Manufacturing Mass manufacturing  makes individual power  houses successful Age of  Distribution Global connections and  transportation systems  make distribution key Age of  Information Connected PCs and  supply chains mean those who control the  information flow  dominate Age of  the Customer Power comes from  emotionally  engaging with  empowered customers Breakfast @ 4CC   |   Customer Experience Feedback Systems  |  21st February 2014  |  Twitter: #4CSEM
  • 6. Breakfast @ 4CC   |   Customer Experience Feedback Systems  |  21st February 2014  |  Twitter: #4CSEM Pay more Buy more Stay loyal Forgive hiccups Cost less Promote you emotional customer engagement great customer  experiences long‐term business value Deliberate Emotional Consistent
  • 7. Breakfast @ 4CC   |   Customer Experience Feedback Systems  |  21st February 2014  |  Twitter: #4CSEM Pay more Buy more Stay loyal Forgive hiccups Cost less Promote you emotional customer engagement long‐term business value 86% of consumers will pay up to 25% more for a better customer experience. (Source: RightNow Customer Experience Impact Report 2011) +20% increase in ‘Likelihood to recommend’ relative to industry averages (Source: Temkin Group 2012) +18% increase in ‘Willingness to repurchase’ relative to industry averages (Source: Temkin Group 2012) -19% decrease in ‘Likelihood to switch’ relative to industry averages (Source: Temkin Group 2012) Source: Watermark Consulting
  • 8. Breakfast @ 4CC   |   Customer Experience Feedback Systems  |  21st February 2014  |  Twitter: #4CSEM great customer  experiences Deliberate Emotional Consistent Strategic positioning Customer  experience identity Cross‐channel  strategy Business case design Segmentation &  personas Value drivers  (USP+ESP) Customer journey mapping Customer advisory board Customer journey  design MoT design Service blueprinting CRM requirements Prototyping &  Piloting Service recovery &  complaints handling Project & program  management DNA building blocks Behavioral principles Change  management,  coaching & Training Experience assessment  Customer feedback  system Social listening
  • 9. 01 Welcome to the Age of the Customer Content 02 Measurement Ecosystem 03 Case Study: Telenet for Business 06 Questions? Breakfast @ 4CC   |   Customer Experience Feedback Systems  |  21st February 2014  |  Twitter: #4CSEM Solution powered by Salesforce & Clicktools04 05 Key take‐aways #4CSEM
  • 10. Breakfast @ 4CC   |   Customer Experience Feedback Systems  |  21st February 2014  |  Twitter: #4CSEM Mystery Shopping Observations Web  monitoring Ad Hoc  Surveys Social Listening Continuous Feedback Complaints & compliments Transactional data Financial data Reviews Customer  Boards Operational data Contextual Interviews Customer Experience Measurement Ecosystem
  • 11. Breakfast @ 4CC   |   Customer Experience Feedback Systems  |  21st February 2014  |  Twitter: #4CSEM Mystery Shopping Observations Web  monitoring Ad Hoc  Surveys Social Listening Continuous Feedback Complaints & compliments Transactional data Financial data Reviews Customer  Boards Operational data Contextual Interviews Single  Customer View Driver Analysis Predictive Insights Cross‐channel Convenience
  • 12. Breakfast @ 4CC   |   Customer Experience Feedback Systems  |  21st February 2014  |  Twitter: #4CSEM Mystery Shopping Observations Web  monitoring Ad Hoc  Surveys Social Listening Continuous Feedback Complaints & compliments Transactional data Financial data Reviews Customer  Boards Operational data Contextual Interviews
  • 13. Breakfast @ 4CC   |   Customer Experience Feedback Systems  |  21st February 2014  |  Twitter: #4CSEM Mystery Shopping Observations Web  monitoring Ad Hoc  Surveys Social Listening Continuous Feedback Complaints & compliments Transactional data Financial data Reviews Customer  Boards Operational data Contextual Interviews
  • 14.              For every customer who bothers  to complain, there are 26 other  who remain silent Source: Lee Resource Inc |  Infographic by 4C Consulting Breakfast @ 4CC   |   Customer Experience Feedback Systems  |  21st February 2014  |  Twitter: #4CSEM
  • 15. Breakfast @ 4CC   |   Customer Experience Feedback Systems  |  21st February 2014  |  Twitter: #4CSEM
  • 16. Breakfast @ 4CC   |   Customer Experience Feedback Systems  |  21st February 2014  |  Twitter: #4CSEM
  • 17. Breakfast @ 4CC   |   Customer Experience Feedback Systems  |  21st February 2014  |  Twitter: #4CSEM
  • 18. Breakfast @ 4CC   |   Customer Experience Feedback Systems  |  21st February 2014  |  Twitter: #4CSEM 5,5 million feedbacks since June 2012 Average of 10K per  day Has created a new kind of  positive interaction between staff and the  passengers
  • 19. Breakfast @ 4CC   |   Customer Experience Feedback Systems  |  21st February 2014  |  Twitter: #4CSEM Need for an integrated continuous feedback system  Who? Why?
  • 20. Integrated Feedback  |  4 key questions Breakfast @ 4CC   |   Customer Experience Feedback Systems  |  21st February 2014  |  Twitter: #4CSEM WHY? WHO? HOW? WHAT? Why would you continously measure your experience? What will you do once you have the insights? How will you collect the data? How will you to dispatch and  report the insights? What do you want to know? Which KPIs will you measure? Whose feedback are you after? How often do you need these insights?
  • 21. Breakfast @ 4CC   |   Customer Experience Feedback Systems  |  21st February 2014  |  Twitter: #4CSEM why? Remediate  dissatisfaction on  an individual  customer level Structurally  improve the  customer  experience  Complete the  single customer  view Motivate &  reward  employees Increase the  customer  experience by  showing you  care
  • 22. Breakfast @ 4CC   |   Customer Experience Feedback Systems  |  21st February 2014  |  Twitter: #4CSEM what? Performance /  perception at the  Moments of Truth KPI + open‐ ended question 2‐5 questions Straight after the  interaction Continuously Complete with  an ‘End‐to‐End’  evaluation
  • 23. Breakfast @ 4CC   |   Customer Experience Feedback Systems  |  21st February 2014  |  Twitter: #4CSEM who? All customers:  no sampling Beware for resources impact Beware for  survey pressure Think beyond  customers B2B:  DMU ifo interaction
  • 24. Breakfast @ 4CC   |   Customer Experience Feedback Systems  |  21st February 2014  |  Twitter: #4CSEM how? Integrated in CRM Close‐the‐loop:  service recovery  workflows Automated trigger‐ driven deployment Reports &  dashboards  dispatch Sharing for  motivation &  rewards
  • 25. 01 Welcome to the Age of the Customer Content 02 Measurement Ecosystem 03 Case Study: Telenet for Business 06 Questions? Breakfast @ 4CC   |   Customer Experience Feedback Systems  |  21st February 2014  |  Twitter: #4CSEM Solution powered by Salesforce & Clicktools04 05 Key take‐aways #4CSEM
  • 26. Telenet for BusinessTelenet for Business I just called… Michel Defloor Marketing Director
  • 27. Product Price BrandAccess Service/ Experience Product Price BrandAccess Service/ Experience Breakfast @ 4CC | Customer Experience Feedback Systems |
  • 28. Breakfast @ 4CC | Customer Experience Feedback Systems |
  • 29. ICT vendor Company B2B Customer Satisfaction (/10) 1. Apple 8.1 2. Telenet, Dell, HP 7.8 … … … 11. Belgacom 7.4 … 13. Mobistar 7.2 Source: Smart Business Strategies ICT book 2013-2014 Breakfast @ 4CC | Customer Experience Feedback Systems |
  • 30. Breakfast @ 4CC | Customer Experience Feedback Systems |
  • 31. Discovery Purchase Delivery, installation and activation Usage Customer support Billing 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 Customer Journey Breakfast @ 4CC | Customer Experience Feedback Systems |
  • 32. Breakfast @ 4CC | Customer Experience Feedback Systems |
  • 33. Breakfast @ 4CC | Customer Experience Feedback Systems |
  • 34. Breakfast @ 4CC | Customer Experience Feedback Systems |
  • 35. Breakfast @ 4CC   |   Customer Experience Feedback Systems  |  21st February 2014  |  Twitter: #4CSEM Mystery Shopping Observations Web  monitoring Ad Hoc  Surveys Social Listening Continuous Feedback Complaints & compliments Transactional data Financial data Reviews Customer  Boards Operational data Contextual Interviews Customer Experience Insight Ecosystem
  • 36. Breakfast @ 4CC | Customer Experience Feedback Systems |
  • 37. How likely is it that you will recommend Telenet?
  • 38. Buy Delivery & Install Use Pay Get Help & Change Get Support End to End
  • 39. Breakfast @ 4CC | Customer Experience Feedback Systems |
  • 40. Thanks! Breakfast @ 4CC | Customer Experience Feedback Systems |
  • 41. 01 Welcome to the Age of the Customer Content 02 Measurement Ecosystem 03 Case Study: Telenet for Business 06 Questions? Breakfast @ 4CC   |   Customer Experience Feedback Systems  |  21st February 2014  |  Twitter: #4CSEM Solution powered by Salesforce & Clicktools04 05 Key take‐aways #4CSEM
  • 42. Breakfast @ 4CC   |   Customer Experience Feedback Systems  |  21st February 2014  |  Twitter: #4CSEM Setup Clicktools |  Directly in Salesforce
  • 43. Breakfast @ 4CC   |   Customer Experience Feedback Systems  |  21st February 2014  |  Twitter: #4CSEM Step 1 |  Create survey what?
  • 44. Survey Store Trigger Breakfast @ 4CC   |   Customer Experience Feedback Systems  |  21st February 2014  |  Twitter: #4CSEM how? Customer Step 2 |  Collect data Customer interaction e.g. “Deal closed”
  • 45. Breakfast @ 4CC   |   Customer Experience Feedback Systems  |  21st February 2014  |  Twitter: #4CSEM Step 3 |  Store in Salesforce
  • 46. Breakfast @ 4CC   |   Customer Experience Feedback Systems  |  21st February 2014  |  Twitter: #4CSEM View NPS results instantly in both Account and Contact page.  Help representatives shape their discussions with customers with knowledge of  customer feedback Step 3 |  Store in Salesforce
  • 47. Breakfast @ 4CC   |   Customer Experience Feedback Systems  |  21st February 2014  |  Twitter: #4CSEM Step 4 |  Dashboarding
  • 48. Breakfast @ 4CC   |   Customer Experience Feedback Systems  |  21st February 2014  |  Twitter: #4CSEM Step 4 |  Dashboarding ‐ Comments
  • 49. Breakfast @ 4CC   |   Customer Experience Feedback Systems  |  21st February 2014  |  Twitter: #4CSEM Step 4 |  Dashboarding ‐ Scores per department
  • 50. Breakfast @ 4CC   |   Customer Experience Feedback Systems  |  21st February 2014  |  Twitter: #4CSEM Step 4 |  Dashboarding ‐ Scores per manager
  • 51. Dispatch Survey Store Customer interaction e.g. “Deal closed” Trigger Agent / AM / Team leader / ... Breakfast @ 4CC   |   Customer Experience Feedback Systems  |  21st February 2014  |  Twitter: #4CSEM how? Customer Step 4 |  Close the loop
  • 52. Breakfast @ 4CC   |   Customer Experience Feedback Systems  |  21st February 2014  |  Twitter: #4CSEM Step 4 |  Close the loop – Share the joy
  • 53. Breakfast @ 4CC   |   Customer Experience Feedback Systems  |  21st February 2014  |  Twitter: #4CSEM Step 4 |  Close the loop – Create activities
  • 54. Breakfast @ 4CC   |   Customer Experience Feedback Systems  |  21st February 2014  |  Twitter: #4CSEM Step 4 |  Close the loop Will do! Please contact  Eric
  • 55. Dispatch Document Survey Store Customer interaction e.g. “Deal closed” Trigger Agent / AM / Team leader / ... Breakfast @ 4CC   |   Customer Experience Feedback Systems  |  21st February 2014  |  Twitter: #4CSEM how? Customer Probing
  • 56. Breakfast @ 4CC   |   Customer Experience Feedback Systems  |  21st February 2014  |  Twitter: #4CSEM Step 4 |  Close the loop
  • 57. 01 Welcome to the Age of the Customer Content 02 Measurement Ecosystem 03 Case Study: Telenet for Business 06 Questions? Breakfast @ 4CC   |   Customer Experience Feedback Systems  |  21st February 2014  |  Twitter: #4CSEM Solution powered by Salesforce & Clicktools04 05 Key take‐aways #4CSEM
  • 58. Breakfast @ 4CC   |   Customer Experience Feedback Systems  |  21st February 2014  |  Twitter: #4CSEM Pay more Buy more Stay loyal Forgive hiccups Cost less Promote you emotional customer engagement great customer  experiences long‐term business value Deliberate Emotional Consistent
  • 59. Breakfast @ 4CC   |   Customer Experience Feedback Systems  |  21st February 2014  |  Twitter: #4CSEM Mystery Shopping Observations Web  monitoring Ad Hoc  Surveys Social Listening Continuous Feedback Complaints & compliments Transactional data Financial data Reviews Customer  Boards Operational data Contextual Interviews Customer Experience Measurement Ecosystem
  • 60. Breakfast @ 4CC   |   Customer Experience Feedback Systems  |  21st February 2014  |  Twitter: #4CSEM Mystery Shopping Observations Web  monitoring Ad Hoc  Surveys Social Listening Continuous Feedback Complaints & compliments Transactional data Financial data Reviews Customer  Boards Operational data Contextual Interviews
  • 61. Integrated Approach|  Key take‐aways Breakfast @ 4CC   |   Customer Experience Feedback Systems  |  21st February 2014  |  Twitter: #4CSEM WHY? WHO? HOW? WHAT? Increase satisfaction on an individual level Structurally improve the customer experience Motivate & reward employees Integrated within CRM Dispatch & service recovery  flows MoT + Relation KPI + open‐ended question Short & often All customers, no sampling DMU ifo interaction
  • 62. Our Approach  |  Continuous Feedback System 1. Define scope & objectives 2. Set‐up data collection system 3. Design service recovery model 4. Design continuous improvement framework 5. Define change management LAUNCH vs 1.0 LAUNCH vs 1.1 Analyse & Tweak Breakfast @ 4CC   |   Customer Experience Feedback Systems  |  21st February 2014  |  Twitter: #4CSEM
  • 63. I prefer soldiers that go forward  in a disorganized way  to soldiers that stay put in order Napoleon Bonaparte I prefer soldiers that go forward  in a disorganized way  to soldiers that stay put in order Napoleon Bonaparte Breakfast @ 4CC   |   Customer Experience Feedback Systems  |  21st February 2014  |  Twitter: #4CSEM
  • 64. We are happy to answer your questions Breakfast @ 4CC   |   Customer Experience Feedback Systems  |  21st February 2014  |  Twitter: #4CSEM