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Engage 2013 - Designing a cx dashboard

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Using customer insights and business intelligence to measure the health of the customer experience you are providing.

Using customer insights and business intelligence to measure the health of the customer experience you are providing.

Published in: Technology, Business

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  • Customer Experience is often used synonymously with the terms Customer Service and Customer Satisfaction. While every single interaction you have with a prospect or customer is important, that interaction is just a part of the overall journey your customer will take with your organization. There is one word on this slide that deserves specific attention – and that is, “perceptions”. As much as we all want to use objective metrics to evaluate performance, Customer Experience is as much an “emotional” response as it is a “tangible” one. This means we need to be concerned with nontraditional sources of information and interpreting the data these sources provide in ways that we have not considered in the past.
  • Embed Code: <iframe width="560" height="315" src="//www.youtube.com/embed/360erN1Ytjk?list=UUAjsIzgAqJBC70wYt45cMYg" frameborder="0" allowfullscreen></iframe>Raw Video Link: https://www.youtube.com/watch?v=360erN1YtjkTo further illustrate the “emotional” component of customer experience, this video highlights the importance of not just providing a great product or service, but how a customer “feels” about the journey.
  • To illustrate, the customer journey encompasses 6 distinct phases. Each phase includes specific “touch points” that your customer may utilize as he/she completes the journey from learning about your product/service through purchasing, use and ongoing care. One of the biggest mistakes that companies make is not taking the time to determine all of the touch points that occur within this journey, and not considering that the touch point may not be within your direct control. Touch points like research, word of mouth, and reviews all utilize information obtained from outside of your organization, including internet searches and social media. This graphic also highlights and important point. While many organizations believe that “customer experience” is a contact center initiative, this graphic shows that many of the touch points that define your customer experience occur BEFORE your customer will have a need to interact with your contact center. And, while many contact centers support interactions within the previous phases of the customer journey, the traditional customer service or support contact center is in place to provide assistance to customers that are having issues, or have questions that cannot be answered through other channels. This does not mean that interactions within your contact center are not important, in fact, they have a direct impact on the overall customer experience. But, it does mean that you can use traditional contact center data in new ways to help enhance the customer experience your entire company provides. This concept is explored a little later in this presentation.
  • First Contact Resolution: Aiming to satisfy customer needs on the first call/email by resolving needs within the first interaction, clearly explaining next steps and confirming customer satisfaction throughout the conversation.Net Promoter Score: Measures the loyalty existing between a provider and a consumer. Based on direct questions, like “How likely are you to recommend our company/product/service to your friends and colleagues?”Voice of the Customer: Tracking customer expectations, preferences, and aversions. Customer Effort Score: Measures how easy (or difficult) it is for customers to do business with you. Many of the metrics listed on this slide are not new – they have been tracked by different departments within your organization for many years. Customer experience aims to look at these metrics in a more consolidated fashion, as well as in a new light. For example, quality metrics such as defect rates and return rates are staples within your quality assurance department, but combining these statistics with claim rates from your support center or wrap up codes from your customer service center allow you to determine how easy (or difficult) it is for your customers to do business with you.Also, of particular interest, the same data can provide valuable insight into multiple metrics. Data points like surveys and web/social media monitoring can yield statistics that help measure not just Net Promoter Score (NPS), but also Voice of the Customer (VOC) sentiment.
  • Web presence is a relatively new concept, but it is incredibly valuable in helping you understand the customer experience you provide. Your web site is not the only priority in your internet strategy. It is also critically important for you to understand how and why your customers are using your web-site, as well as what other ways your organization is being “talked about” on the web.There has long been the adage that when you really liked something, you tell 2 people. When you really did not like something, you tell 10. So, it is not surprising that 95% of customers have taken an action as a result of a bad experience and 79% of them told others about their experience. And, how are they telling others? Through Facebook, Twitter, blogging and other social media outlets.
  • The statistics on this slide illustrate the importance of monitoring what people are saying about you on the internet. Social media is the channel of choice for sharing negative feedback (as well as positive).92% of consumers around the world say they trust earned media, such as recommendations from friends and family, above all other forms of advertising—an increase of 18 percent since 2007. (Source: Nielsen, April 2012).
  • One might think this is a silly exercise, except that the word has been around in the Business Intelligence world for long enough that it is often misused.
  • What is the “right” information for analyzing your customer experience?Website traffic and navigation trends.Example of a positive trend: navigation through the product descriptions to a Contact Us page.Example of a potential problem: increased navigation through an FAQs section to a Contact Us page.Social Media posts, mentions, shares, polls, etc.Direct customer polls/surveys including product ratings, call quality, website navigation, overall customer satisfaction, etc.Other Customer Experience measures such as CIC Analyzer, IVR mappings, call reasons, response wait times, etc.Why is the information important?Who is the audience reviewing this information?When do does it make sense to refresh/review the information?
  • Once you are able to identify your What, Why, Who and When details, the next step is working on a mock-up.Choosing the right tool for your final Dashboard is one decision, but sometimes you can’t completely lock-in on the final method of presentation without running a few tests against your data:Many companies use a multitude of different operational programs for storing and tracking their day-to-day information. Which system holds the right data for your needs?Is the data stored online or on premise? What is the security situation in trying to retrieve the data? Are there any delays in updates to the data source, be it human or program based?Every operational system has its quirks, and many changes in business process will cause hiccups in your historical data. For example, changing the questions or rating scale on your customer surveys may change the way your responses should be reviewed. It is important to recognize these situations, and determine the best way to adjust accordingly.Your dashboard doesn’t have to be a verbatim output of data from your operational system. For example, a speech analytics program such as Interaction Analyzer may return numeric scores on how positive or negative an individual call may have been. However, in reviewing those scores on a dashboard, it may be better to convert those scores to larger groupings of Positive/Neutral/Negative calls.Power BI within Microsoft Excel Tools:Power Query: Allows one to search and pull public and organizational data into the Microsoft Excel tool for further transformation and analysis.Power Pivot: Can create a model to define how disparate data sources relate to one another, then add custom components like commonly used hierarchies (for example State  County  City) or defined KPIs.Power View: Bring together data tables, charts, and graphs into a visually appealing and interactive dashboard.Power Map: Explore and present your geospatial data in an interactive, 3D format.
  • Transcript

    • 1. Designing a Customer Experience Dashboard Megan Caauwe Consultant, Business Intelligence Jen Eckert Director, Strategic Consulting
    • 2. 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
    • 3. 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 a collection of experiences and perceptions throughout the customer journey. Defining Customer Experience
    • 4. Monitoring Web Presence The Adventures of Hanover Bear
    • 5. What is Customer Experience? Discover •Referrals •Research •Word of Mouth •Direct Marketing •Advertisement 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 •Troubleshooting •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!!!
    • 6. 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
    • 7. 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
    • 8. Monitoring Web Presence Why is it important?
    • 9. Monitoring Web Presence Every Minute… “…every tweet tells a story.” - Brooks Thomas Chief Social Media Guru, Southwest Airlines Hours of YouTube videos uploaded100 Million Pieces of content posted on Facebook1.7 Months of YouTube videos watched on Facebook4.4 Thousand Tweets278 YouTube Links tweeted700
    • 10. 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
    • 11. Dashboard Design Guidelines Term originates from the ability to glean important information from a mere at your car’s dashboard. In business, it is about and communication of information relevant to a particular business objective/process. What is a dashboard? Every dashboard is . What works for one business may not work for another.
    • 12. Dashboard Design Guidelines What WhyWho When •Watching long-term goals •Wants summarized information / KPIs •Reviews reports/dashboards on a Semiannual/Quarterly basis Upper Management •Watching short-term goals •Wants a combination of detailed and summarized information •Reviews reports/dashboards on a Monthly/Weekly basis Middle Management •Watching operational goals •Wants detailed operational reporting •Reviews reports on a Daily/Hourly basis Line Managers Identifying Key Metrics
    • 13. 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
    • 14. Sample Dashboard Scenario Demo using Power View within Microsoft Excel
    • 15. Sample Dashboard Scenario Demo using Power View within Microsoft Excel
    • 16. 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
    • 17. QUESTIONS