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Customer experience research anno 2009

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About airline companies & a new research space....

About airline companies & a new research space.

InSites Consulting @ Relationship Marketing congres (Stichting Marketing)

http://www.insites.be/
http://www.relationshipmarketing.be
http://www.stichtingmarketing.be

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Customer experience research anno 2009 Customer experience research anno 2009 Presentation Transcript

  • Customer experience research anno 2009 About airline companies & a new research space Christophe Vergult, Managing Partner, InSites Consulting Smartee workshop – Relationship Monitor 1
  • Relationship Monitor by Smartee workshop – Relationship Monitor 2
  • About the Relationship Monitor Understand the drivers of the customer experience value chain in service driven industries Build a pan-European benchmark on customer experience Validate customer experience research model 8 industries 8 countries 3 benchmarks Financial Netherlands Countries Automotive Belgium Industries Telecom UK Companies Airlines Germany Tour operators France Food retail Sweden Furniture retail Spain Clothing retail Romania Smartee workshop – Relationship Monitor 3
  • About the Relationship Monitor How to reduce bias in a ...or how to avoid source bias in a customer experience (benchmark) study? Smartee workshop – Relationship Monitor 4
  • About the Relationship Monitor Company neutral sample frame : InSites research panel More than 2.5 million panel Brut sample representative for consumers 25-65 per country members in Per industry respondents are screened on relevance as contact 25 countries within their household If a person is customer of different suppliers within one industry, one supplier is randomly chosen Results on an industry level are representative for all existing relationships within that industry and country. Consumers are interviewed on their relationship with 2 suppliers from different industries 17.000 respondents (34.000 observations) during Summer 2008 Identical research model/questionnaire over all countries and industries Smartee workshop – Relationship Monitor 5
  • Our customer experience beliefs
  • We believe in... ...meaningful experiences Smartee workshop – Relationship Monitor 7
  • What they were looking for... Risk reduction Smartee workshop – Relationship Monitor 8
  • What they are looking for... Experiences Smartee workshop – Relationship Monitor 9
  • We believe in... ...meaningful experiences Relations are built through experiences A long term relationship can help people to reduce risks. But more and more people are looking for personal development in a relationship. Companies who understand that and provide meaningful experiences to their customers win the race. What are meaningful Integrate experiences through 2009 external channels forthe model experiences in your customers? Smartee workshop – Relationship Monitor 10
  • How to build profitable relationships through experiences Product touch point Value for Money Sales contact touch point Delivery touch point Customer service touch point Communication touch point Rewarding touch point Smartee workshop – Relationship Monitor 11
  • How to build profitable relationships through experiences “It is not how a company performs, it is how I experience the brand.” “I evaluate and I feel.” + Product touch point Value for Money Sales contact touch point Delivery touch point Customer service touch point Communication touch point Rewarding touch point Smartee workshop – Relationship Monitor 12
  • Experiences matter to build customer equity Strength of the model Results for Belgium PRODUCT Banking R² = .57 VALUE FOR Automotive R² = .48 REWARDING MONEY Telecom R² = .55 Touroperators R² = .53 COMMUNI- Airlines R² = .48 SALES CATION CONTACT CONTACT CUSTOMER EQUITY Retail R² = .45 50% of customer CUSTOMER DELIVERY relationships are built SERVICE through experiences that are under companies‟ control Smartee workshop – Relationship Monitor 13
  • What can we learn from Harley Davidson? Smartee workshop – Relationship Monitor 14
  • Customer experience management is about branding “Retention is for wimps. We measure the percent of customers who have our name tattoed on one of their body parts.” (Harley Davidson Annual report) Smartee workshop – Relationship Monitor 15
  • We believe in... ...meaningful ... consistent brands experiences Relations are built through A brand needs to live its values experiences A long term relationship can help Companies need to attract people to reduce risks. But more customers who can identify them and more people are looking for self with their brand values. personal development in a Investments in the relationship relationship. Companies who pays off if companies act understand that and provide consistently with these brand meaningful experiences to their values through all touch points. customers win the race. 2009 What are meaningful Integrate experiences through How can you translate your 2009 external channels forthe model experiences in your brand values into real customers? customer experiences? Smartee workshop – Relationship Monitor 16
  • Who do you want to be ? Who are you ? Your brand positioning Your brand DNA
  • We believe in... ...meaningful ... the connected ... consistent brands experiences customer Relations are built through A brand needs to live its values experiences A long term relationship can help Companies need to attract people to reduce risks. But more customers who can identify them and more people are looking for self with their brand values. personal development in a Investments in the relationship relationship. Companies who pays off if companies act understand that and provide consistently with these brand meaningful experiences to their values through all touch points. customers win the race. 2009 What are meaningful Integrate experiences through How can you translate your 2009 external channels forthe model experiences in your brand values into real customers? customer experiences? Smartee workshop – Relationship Monitor 20
  • Touch Relation- Financial point Behavior experience ship value The customer experience value chain Smartee workshop – Relationship Monitor 21
  • 2 customer experience value chains Touch Relation- Financial point Behavior experience ship value Individual value chain Touch point Intention to buy again Buying behaviour Value on buying satisfaction behaviour  DRIVERS > Which touch points drive conversations ?  PARTICIPANTS > Who participates in the conversations ?  CONTENT > What are the conversation about ?  IMPACT > How do these conversations drive value ? Smartee workshop – Relationship Monitor 22
  • 2 customer experience value chains Touch Relation- Financial point Behavior experience ship value Individual value chain Touch point Intention to buy again Buying behaviour Value on buying satisfaction behaviour Connected value chain Acting on Touch point Willingness to Referral value experience recommend recommendation conversation (NPS) Smartee workshop – Relationship Monitor 23
  • 0% repurchase
  • We believe in... ...meaningful ... the connected ... consistent brands experiences customer Relations are built through A brand needs to live its values The power of conversations experiences A long term relationship can help Companies need to attract Customers talk about their people to reduce risks. But more customers who can identify them experiences. And that matters. and more people are looking for self with their brand values. Positive recommendations personal development in a Investments in the relationship generate new customers (referral relationship. Companies who pays off if companies act value). And these promoters will understand that and provide consistently with these brand buy more themselves. meaningful experiences to their values through all touch points. customers win the race. 2009 2009 What are meaningful Integrate experiences through How can you translate your How do conversations 2009 external channels forthe model experiences in your brand values into real contribute to the value of your customers? customer experiences? company? Smartee workshop – Relationship Monitor 25
  • Insights on the Belgian air travel industry RELATIONSHIP MONITOR 2008 Smartee workshop – Relationship Monitor 26
  • Customer Equity – industry spread & results GENERAL RECOM- CUSTOMER CHOOSE PREMIUM BRAND SATIS- MEN- BRAND EQUITY AVG AGAIN PRICE CONSIS- FACTION DATION EQUITY TENCY 100 90 80 70 max 60 avg min 50 40 30 20 10 0 Smartee workshop – Relationship Monitor 27
  • Not all touch points are „moments of truth‟ Important influence on Customer Equity (r² >0,35) PRODUCT Moderate influence on Customer Equity r²=0,33 (r²= 0,25-0,35) VALUE FOR Minimal or non significant REWARDING influence on Customer Equity MONEY (r²<0,25) r²=0,18 r²=0,18 COMMUNI- SALES CATION CONTACT CONTACT CUSTOMER r²=0,17 r²=0,20 EQUITY There is a strong difference (R²=0,48) in the importance of different touch points for CUSTOMER DELIVERY airline companies. SERVICE r²=0,37 r²=0,35 The offering, the delivery (the flight) and customer service matter most. Smartee workshop – Relationship Monitor 28
  • The customer journey – industry spread & results PRODUCT VALUE FOR SALES DELIVERY CUSTOMER COMMUNI- REWARDING MONEY CONTACT SERVICE CATION r²= 0,33 r²= 0,18 r²=0,17 r²= 0,37 r²= 0,35 r²= 0,20 r²= 0,18 100 90 80 70 max 60 avg min 50 40 30 20 10 0 Smartee workshop – Relationship Monitor 29
  • What can we learn about touch point experiences via social media research?
  • Why Nethnography ? Smartee workshop – Relationship Monitor 31
  • 1. Listen to what consumers tell each other
  • 2. Get access to emotions and natural language
  • 3. Find hidden patterns
  • 4. Post hoc research Smartee workshop – Relationship Monitor 35
  • 5.Profit from the large amount of existing information Smartee workshop – Relationship Monitor 36
  • Welcome to space Smartee workshop – Relationship Monitor 37
  • Reversed research process Traditional research Netnography Ask question Get (a lot of) answers Get answers Ask questions Questionnaire development Framework development before data-collection after data-collection Smartee workshop – Relationship Monitor 38
  • Smartee workshop – Relationship Monitor 39
  • Social media audit on tripadvisor.com 23200 posts Smartee workshop – Relationship Monitor 40
  • Social media audit on tripadvisor.com Touch point analysis PRODUCT r²=0,33 VALUE FOR REWARDING MONEY r²=0,18 r²=0,18 COMMUNI- SALES CATION CONTACT CONTACT CUSTOMER r²=0,17 r²=0,20 EQUITY (R²=0,48) CUSTOMER DELIVERY SERVICE r²=0,37 r²=0,35 Smartee workshop – Relationship Monitor 41
  • Social media audit on tripadvisor.com Touch point analysis PRODUCT PRODUCT r²=0,33 VALUE FOR REWARDING VALUE FOR MONEY REWARDING MONEY r²=0,18 r²=0,18 COMMUNI- SALES COMMUNI- CATION SALES CONTACT CATION CONTACT CONTACT CONTACT CUSTOMER r²=0,17 r²=0,20 EQUITY (R²=0,48) CUSTOMER DELIVERY DELIVERY SERVICE CUSTOMER r²=0,37 SERVICE 33% r²=0,35 Smartee workshop – Relationship Monitor 42
  • Social media audit on tripadvisor.com Delivery FLIGHT PRE CHECK-IN LUGGAGE ID & VISA UPGRADE HAND SECURITY BOARDING LUGGAGE FLIGHT DURATION DRINKS & ROOM TO SIT DIRECT PLACE ENTER SAFETY CREW OF FLIGHT FOODS FLIGHT SEAT TAINMENT FLIGHT POST DO NOT ARRIVE ON CUSTOMS IMMIGRATION TRANSIT DESTINATION Smartee workshop – Relationship Monitor 43
  • Social media audit on tripadvisor.com Delivery FLIGHT PRE CHECK-IN LUGGAGE ID & VISA UPGRADE HAND SECURITY BOARDING 409 1730 94 361 LUGGAGE 227 155 420 FLIGHT DURATION DRINKS & ROOM TO SIT DIRECT PLACE ENTER SAFETY CREW OF FLIGHT FOODS 808 FLIGHT SEAT TAINMENT 258 828 1561 1150 156 499 484 FLIGHT POST DO NOT ARRIVE ON CUSTOMS IMMIGRATION TRANSIT DESTINATION 82 47 63 1988 Smartee workshop – Relationship Monitor 44
  • Social media audit on tripadvisor.com Emotion quadrant over night flight 2,50 CRITICAL SUBJECTS EMOTIONAL NEGATIVE 2,00 delay flight attendants and staff immigration flight time priority boarding 1,50 legroom on time arrival place on board service checkin Customer service online drinks food safety onboardentertainment Average = 1,32 idcard &visa reliable XL time departure location distance customs class upgrade 1,00 arrival time luggagedirect transport transport indirect flight with change experience 0,50 liquidform NEUTRAL Average = 2,39 POSITIVE TOPICS 0,00 1,50 2,00 2,50 3,00 3,50 4,00 POSITIVE Smartee workshop – Relationship Monitor 45
  • Social media audit on tripadvisor.com Touch point analysis PRODUCT PRODUCT r²=0,33 REWARDING VALUE FOR VALUE MONEY REWARDING FOR r²=0,18 MONEY r²=0,18 21% COMMUNI- SALES CATION CONTACT COMMUNI- CONTACT SALES CATION CONTACT CUSTOMER r²=0,17 CONTACT r²=0,20 EQUITY (R²=0,48) CUSTOMER DELIVERY SERVICE DELIVERY CUSTOMER r²=0,37 r²=0,35 SERVICE 33% Smartee workshop – Relationship Monitor 46
  • Social media audit on tripadvisor.com Value for money CHEAP TICKETS TAXES …with the low cost airlines like Easy Jet, it I have looked up several of the low cost can be as low as £15, ea way, but the prices carriers, and they have such high taxes. vary, mid week is cheaper than weekends, no For example, the round-trip ticket on BMI 2 days seem to be charged the same, was 34 pounds, but the taxes made it an additional 52 pounds! How is this possible? FUEL PRICE I aksed this same question on the EARLY BOOKING Tuscany forum a . If you can book in advance you can couple weeks ago. It usually get a flight for about £40-£50, seems that this is about $70-$80 I think normal range for airfare to Italy! It also seems that with fuel prices rising, the prices are likely only TRAVEL WITH CHILDREN An infant is under 2 so you will have 45kg with to increase. a maximum of 15kg in each bag. Plus 10kg * 3 for carry-on. Smartee workshop – Relationship Monitor 47
  • Social media audit on tripadvisor.com Value for money Smartee workshop – Relationship Monitor 48
  • Social media audit on tripadvisor.com Touch point analysis PRODUCT PRODUCT r²=0,33 3% VALUE FOR VALUE FOR REWARDING REWARDING MONEY MONEY r²=0,18 2% r²=0,18 21% COMMUNI- COMMUNI- SALES SALES CATION CATION CONTACT CONTACT CONTACT CONTACT CUSTOMER r²=0,17 3% r²=0,20 7% EQUITY (R²=0,48) CUSTOMER DELIVERY CUSTOMER DELIVERY SERVICE SERVICE r²=0,37 33% r²=0,35 4% Customer service? Rewarding? Smartee workshop – Relationship Monitor 49
  • Social media audit on tripadvisor.com Buzz valence SALES CONTACT 56% SALES CONTACT 76% SALES CONTACT 76% REWARDING 60% REWARDING REWARDING 99% 99% PRODUCT 58% PRODUCT 77% PRODUCT 77% CUSTOMER SERVICE 84% CUSTOMER75% SERVICE CUSTOMER SERVICE 75% COMMUNICATION 58% COMMUNICATION 77% COMMUNICATION 77% VALUE FOR MONEY 57% VALUE FOR MONEY 72% VALUE FOR MONEY 72% DELIVERY 55% DELIVERY 73% DELIVERY 73% Negative buzz Positive buzz Smartee workshop – Relationship Monitor 50
  • Social media audit on tripadvisor.com It is about brands 27% of conversations about brands Smartee workshop – Relationship Monitor 51
  • Social media audit on tripadvisor.com Sentimeter of different brands Ryanair Thomas Cook Airlingus 100 100 100 90 90 90 80 80 80 70 70 70 60 60 60 50 50 50 40 40 40 30 30 30 20 20 20 0 0 0 10° 8° 11° Easyjet British airways Monarch 100 100 100 90 90 90 80 80 80 70 70 70 60 60 60 50 50 50 40 40 40 30 30 30 20 20 20 0 0 0 11° 8° 6° Smartee workshop – Relationship Monitor 52
  • Social media auditon tripadvisor.com Brand experience profile Smartee workshop – Relationship Monitor 53
  • in 3 nutshells Little differentation in Clients are talking about Consumers talk about your performance on the touch experiences, companies brand (experience). Don‟t point that matters most focus on processes miss it. Smartee workshop – Relationship Monitor 54
  • Let‟s get connected! Christophe Vergult Managing partner Christophe.Vergult@insites.eu Tel. +32 9 269.15.06 Mobile +32 496 23.29.32 InSites Consulting Evergemsesteenweg 195 B-9032 Gent Belgium Tel. +32 9 269 15 00 Lichtenauerlaan 102-120 3062 ME Rotterdam Netherlands Tel. +31 10 204 56 71 info@insites.eu www.insites.eu Smartee workshop – Relationship Monitor 55