Quantifying Customer Experience - Presented at Customer Experience Design 2013

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Big data customer experience net promoter score nps analytics service design conference presentation greg stewart SMS four eras of analytics

Big data customer experience net promoter score nps analytics service design conference presentation greg stewart SMS four eras of analytics

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  • 1. 1Quantifyinggreg StewartSMS Management & Technologywww.smsmt.com@clarityrules#CX136 may 2013of customeranalytics
  • 2. questions
  • 3. A CX LEADER’S CHALLENGEandtotry and make a difference?If I do, will it be
  • 4. CFOThey count . They want .
  • 5. customer analytics practices
  • 6. 1.0 2.0 3.0 4.0four eras
  • 7. Thurston HowellCrystal BallTripFall1.0 2.0 3.04.0
  • 8. 1.0 2.0 3.0 4.0
  • 9. to get from youryou are usingWhatQuestionsthings that you canaskyou can ask questionsand answers are returnedHow youexploredata
  • 10. 1.0outinside
  • 11. 1.0era 1.0 – inside out
  • 12. 1.0main symptom of 1.0:A is justtheof each business unit.
  • 13. he isn’t.to get from yourWhatQuestionsHow youexploredata
  • 14. 2.0inoutside
  • 15. era 2.0 – outside in
  • 16. :Customer’s Point of Viewentity identificationtop process owners
  • 17. Guiding PrinciplesCustomer JourneyOpportunitiesSMS ServicesRIGHT VISIONSTAGESACTIVITIESDOINGTHINKINGFEELINGTrip Initiation Enrolment Finalise Trip Post-TripCollege e-Enabled Field Trip Experience Map• Where should I organise the trip?• When is a good time to go?• What processes do I need to follow?• I’m excited about this trip!• I’m worried it won’t get approval from the PrincipalObtain approval Schedule resources Give permissionView itineraryGo paperless &move towardsonline processesAdopt automatedworkflow wherepossibleIntroduce “cloud”spaces for remotecollaborationDevelop web forms,portals, and appsBuild platforms topush notifications toSMSs & emails• Do we have enough information about this trip?• How much will this cost?• Who else is going?• Can we pay online?• Happy that Wesley College allowed us to nominate the preferredcommunications channel• Wish we are able to see other parents’ responses• I need to have an up-to-date view of the responses tohelp me finalise arrangements• What do I do if there is not enough responses?• Stressed that this is taking longer than expected• Worried about getting things wrongRIGHT INVESTMENT RIGHT INFORMATION RIGHT INTEGRATION RIGHT OUTCOMESSubmit internaltrip request formMr. Smith(HistoryTeacher)Receive tripapprovalOrganise volunteers,buses, etc.Mr & MrsLincoln(Parents)View tripitineraryReceive tripdetailsSubmit permission slipsMake paymentMr. Smith(HistoryTeacher)MonitorresponsesAnswerquestionsConfirmarrangementsNotify parentsReceiveconfirmationFor queries / difficulties encounteredConsolidate responses Schedule resources Gather feedback Share experienceMr. Smith(HistoryTeacher)Mr & MrsLincoln(Parents)Sarah(Student)Share photos• I need to know if the students enjoyed themselves• Next time, I will need to plan more carefully• Excited to share photos with students and parentsOrganise paymentDiscussexperienceGettripratingsAllow knowledgere-use anddiscoveryEncourage sharing& participationsthrough onlinecommunitiesBuild-in intelligenceto merge & reportinformation fromdisparate sourcesTripTripoccursParticipateFor unexpectedchangesContinuous, non linear Non linear, but time basedLinear ProcessesBusiness Performance Improvement (BPI)Information & Data Management (IDM)Systems Integration (SI)Program & Project Services (PPS)Project ManagementSystem Architecture Social Media IntegrationBusiness IntelligenceCustomer Experience ImprovementWorkflow AutomationTransformationBusiness Case
  • 18. Experiences have a life cycle19
  • 19. Experiences have a life cycle20Want Consider Evaluate Buy Experience Advocate Bond
  • 20. Social media monitoring
  • 21. IMAGE – TWITTER, FACEBOOKSentiment analysis
  • 22. 23BI Reports
  • 23. top process ownersentity identificationcustomer journey mappingCustomer decision journeySocial media monitoringChief Customer OfficerCustomer satisfaction:Customer’s Point of View
  • 24. 2.0 analytics activitiesMeasuringTickGeneratingshowingperformance andstats bybusiness unit/productetc…Tick
  • 25. oh dear…a little knowledge is adangerous thinggood idea,bad executionall the kit, butstill pretty s#&t
  • 26. some
  • 27. some
  • 28. some
  • 29. some
  • 30. some
  • 31. WhyQAAnswers notcorrelated withrevenue
  • 32. customerdelightingexceeding expectationsExcellence
  • 33. Recall
  • 34. Question: Strong correlation togrowth?4%Source: Satmetrix: The Power behind a single number,
  • 35. chasing
  • 36. funding
  • 37. he isn’t.he is asking questionsanswers are and in fixed structuresWhatQuestionsHow youexploredatato get from your
  • 38. something
  • 39. 3.0in –but betteroutside
  • 40. era 3.0 – business outcomes
  • 41. BetterQuestion
  • 42. to get from youryou are usingWhatQuestions
  • 43. A CX LEADER’S CHALLENGEandtotry and make a difference?If I do, will it be
  • 44. of CX measureQuantitativeQualitativeOutcome(what happened to the customer?)(how did they feel about it?(What will they do as a result?)
  • 45. The high priest of Loyalty research
  • 46. Net Promoter ScoreProbably the most measure of customer intentionOpen Source SimpleSurprisingly Robustand versatile
  • 47. Legitimising investment incustomer experience
  • 48. Question: Strong correlation togrowth?80% 4%Source: Satmetrix: The Power behind a single number,
  • 49. what’s itwhat’s the of loyalty?from a to a ?by 10 points?
  • 50. Value estimate the of theaverage customer in each segment1.Look at thebetween , and2.Hypotheses – find in yourexperience design that affect NPS3.Work on those4.
  • 51. NPS Gives TEETH to customermetrics1.0 1.0 1.0
  • 52. NPS Gives TEETH to customermetrics1.0 1.0 1.0wallet share
  • 53. NPS Gives TEETH to customermetrics1.0 1.0 1.0retentionwallet share
  • 54. NPS Gives TEETH to customermetrics1.0 1.0 1.0referralsretentionwallet share
  • 55. NPS Gives TEETH to customermetricsbad-mouthingcost to servewallet share1.0 1.0 1.0referralsretentionwallet share
  • 56. Your industry’s & YOURS7.6xreferralscost to servewallet sharebad-mouthingcost to servewallet share1.0 1.0 1.0
  • 57. 1.01.90.65NPS Gives TEETH to customer metrics
  • 58. Some examples
  • 59. Cautionary tales“NPS is , but it’s .There are lots of things youhave to do to andmake it .
  • 60. cautionary tale - samplingPromoters45%Neutrals 22%Detractors33%
  • 61. cautionary tale - samplingPromoters45%Neutrals 22%Detractors33%Promoters20%Neutrals 29%Detractors51%
  • 62. 64“ ”Our NPS is 20A guy from (a well-known Australian Brand), two months agocautionary tale – oversimplifying
  • 63. What’s good?
  • 64. Segment – with a two tier systemTier oneOverallTier twoDiscretedetails
  • 65. Associate
  • 66. Actionable insight0.56499lorem0.56499lorem0.56499ipsum0.56499ipsumRelated to aRelated toRelated toRelated to aRelated to a
  • 67. Use NPS to prototype serviceit creates afor leaders
  • 68. to get from youryou are usingWhatQuestions
  • 69. to get from youryou are usingWhatQuestionsyou can ask questionsand answers are returnedHow youexploredata
  • 70. datadisco-very
  • 71. 73AnalyticExtensive data modelingtorespondWorks withinIssues with traditional BI
  • 72. reporting isn’t good enough“ isso last year.”
  • 73. exploring beats reporting“link.”
  • 74. 76BI Reports
  • 75. BI ReportsBusiness discovery
  • 76. Business DISCOVERY over BusinessIntelligenceNPS DataCRM DataSegmentationDataServices OwnedDataBilling infoChurnIVR Data - #calls,route, scriptsFinancial DataUsage dataService outagesProvisioning infoASSOCIATED IN INSIGHTENGINEYOUR DATA EXPLORE & DISCOVERTHAT POSES AQUESTIONLEADS TO ATHOUGHTIDEALEADING TOINSIGHT
  • 77. 79Let me show youSource: our technology partner: Qlikview
  • 78. Why is NPS low?
  • 79. ask a question of yourdear data:WhatQuestionsdear data:
  • 80. predictiveanalytics
  • 81. to seepatternsenoughdata
  • 82. Take Business DISCOVERY…NPS DataCRM DataSegmentationDataServices OwnedDataBilling infoChurnIVR Data - #calls,route, scriptsFinancial DataUsage dataService outagesProvisioning infoASSOCIATED IN INSIGHTENGINEYOUR DATA EXPLORE & DISCOVERTHAT POSES AQUESTIONLEADS TO ATHOUGHTIDEALEADING TOINSIGHT
  • 83. ...and add in a layer of analyticsNPS DataCRM DataSegmentationDataServices OwnedDataBilling infoChurnIVR Data - #calls,route, scriptsFinancial DataUsage dataService outagesProvisioning infoASSOCIATED IN INSIGHTENGINEYOUR DATA EXPLORE & DISCOVERTHAT POSES AQUESTIONLEADS TO ATHOUGHTIDEALEADING TOINSIGHT
  • 84. it’s about likelihoodBased onrisk ofrisk oflikely tolikely tolikely tolikely tolikelihood ofwhat do you want to find out?likely to
  • 85. Source: Getty Imagesit’s about
  • 86. better decisionsNBONBA
  • 87. NBA and NBObetter customer decisions, in real timeSource: our technology partner: ibm spss
  • 88. what’s itbetter8.4xSimon Taranto - Amexmarketing campaignincrease100% ibmto target profitablecustomers33% ibmon predictive analytics250% independent
  • 89. he isn’t.he is asking questionsanswers are and in fixed structuresshe is asking questionsshe can get answers aboutshe can ask questions about what’sWhatQuestionsHow youexploredatato get from your
  • 90. it’s about likelihoodBased onis quite a lot
  • 91. segmentation
  • 92. no more sampling
  • 93. Insure the box
  • 94. A CMO will haveavailable to filter forinsights than will beproduced by thearray
  • 95. era 4.0 – rocket surgery
  • 96. era 4.0 – pre hypothesis analysiswhat if youwhere to look?with data..
  • 97. what if youdon’t have to?
  • 98. 4.0topologicalanalysisabduction and
  • 99. topologicaldata analysisExplorewithout an hypothesis
  • 100. It finds similar nodesIt folds the data set togetherShapes reveal the relationshipsYou explore for meaning and actionimage: ayasdi.com
  • 101. createusing shape and colourimage: ayasdi.com
  • 102. BasketballImage: HD Wallpapers
  • 103. image: ayasdi.com
  • 104. image: ayasdi.com
  • 105. image: ayasdi.com
  • 106. image: ayasdi.com
  • 107. just thinkwhat could you do withanalyticseverything we listed insegmentationunexpected discoveries inrefinementcustomer-specific or staff specificmarketinguber
  • 108. he isn’t.he is asking questionsanswers are and in fixed structuresshe is asking questionsshe can get answers aboutshe can ask questions about what’sheWhatQuestionsHow youexploredatato get from your
  • 109. 1.0 insights2.0 insights3.0 insightsinsights4.0insights youWhatQuestionsHow youexploredata
  • 110. A CX LEADER’S CHALLENGEandtotry and make a difference?If I do, will it be
  • 111. 113thank yougreg StewartSMS management & Technologywww.smsmt.comgreg.stewart@smsmt.com@clarityrules#CX13