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International Information Innovation Conference 2009 Day 2  1st October 2009 Steffen Schlimmer – NetBiscuits.com
Ed Lennox– Feefo “ Setting the Right KPI’s for each Channel to drive Loyalty & Efficiency”
Setting Relevant KPIs Ed Lennox
— About Ed Lennox  an illusion Ask United Airlines    — Call Centre KPI Analysis — Online KPI Analysis — Summary Forewarne...
— To help drive improvement in the performance  of the Business…..   — But…. Other factors are: — To prove how my rules ar...
— Do Customers know what my KPIs are? — Do they care? — Would they notice non-compliance? —  To what extent do the KPIs af...
<ul><li>— Standard Salutation </li></ul><ul><ul><ul><li>Or is “being Welcoming” the key? </li></ul></ul></ul><ul><li>— Tim...
  Traditional KPI Analysis Sheet
  Traditional KPI Analysis Sheet
—   Avoid patronising people — Cliché time:KISS   Traditional KPI Analysis Sheet
— The system… — The Managers — The Staff — All of the above — A sense of ownership is key. Who does the measuring/ reporti...
<ul><li>— Engage Staff to self assess </li></ul><ul><ul><ul><li>On standards they relate to </li></ul></ul></ul><ul><li>— ...
—   The Standards are in the scale. Not the question. Be Absolute about it
—   The instructions need to be intuitive. — Not overkill. Be Absolute about it
Online KPIs
— Extra Route (low cost) to Market — Few if any Staff — Not a platform for dialogue — Window on the world — A niche user b...
— Bandwidth for simultaneous users — UAT/ Navigation — Page load speed on 56K modem —  Functionality — Visual appeal   All...
<ul><li>—   All original thinking was wrong! </li></ul><ul><li>— The Internet is an interaction channel </li></ul><ul><li>...
So, what makes a good KPI in the web 2.0 world?
— Make it easier an illusion Ask United Airlines    — Acknowledge that you can’t hide the truth — Respond & open the dialo...
Here’s what Living The Brand looks like
Here’s what Living The Brand looks like
Here’s what Living The Brand looks like
— Customer Satisfaction — Average order value/ Average Lifetime value — Customer base growth — Order/ visit frequency — Re...
<ul><li>—   Dare to be different </li></ul><ul><li>—   Employ people who HAVE NOT done it before </li></ul><ul><li>—   Wea...
Thank You! [email_address] Twitter: @Feefo_Ed
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2.7 Ed Lennox– Feefo

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2009 Information Innovation Conference

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2.7 Ed Lennox– Feefo

  1. 1. International Information Innovation Conference 2009 Day 2 1st October 2009 Steffen Schlimmer – NetBiscuits.com
  2. 2. Ed Lennox– Feefo “ Setting the Right KPI’s for each Channel to drive Loyalty & Efficiency”
  3. 3. Setting Relevant KPIs Ed Lennox
  4. 4. — About Ed Lennox an illusion Ask United Airlines — Call Centre KPI Analysis — Online KPI Analysis — Summary Forewarned is Forearmed
  5. 5. — To help drive improvement in the performance of the Business….. — But…. Other factors are: — To prove how my rules are working — To keep processes “efficient” — To massage the ego of Management What are KPIs for?
  6. 6. — Do Customers know what my KPIs are? — Do they care? — Would they notice non-compliance? — To what extent do the KPIs affect Customer perception? Vital SWOT
  7. 7. <ul><li>— Standard Salutation </li></ul><ul><ul><ul><li>Or is “being Welcoming” the key? </li></ul></ul></ul><ul><li>— Time to answer </li></ul><ul><ul><ul><li>Or is being ready the key? </li></ul></ul></ul><ul><li>— Average Handling Time </li></ul><ul><ul><ul><li>Or is creating satisfaction the key? </li></ul></ul></ul><ul><li>— Process Compliance </li></ul><ul><ul><ul><li>Or is attitude the key? </li></ul></ul></ul><ul><li>— Achieving a High Score </li></ul><ul><ul><ul><li>Or is creating a motivating workplace the key? </li></ul></ul></ul>The KPI Minefield
  8. 8. Traditional KPI Analysis Sheet
  9. 9. Traditional KPI Analysis Sheet
  10. 10. — Avoid patronising people — Cliché time:KISS Traditional KPI Analysis Sheet
  11. 11. — The system… — The Managers — The Staff — All of the above — A sense of ownership is key. Who does the measuring/ reporting?
  12. 12. <ul><li>— Engage Staff to self assess </li></ul><ul><ul><ul><li>On standards they relate to </li></ul></ul></ul><ul><li>— Engage managers to assess same criteria </li></ul><ul><ul><ul><li>Starting with the end in mind </li></ul></ul></ul><ul><li>— Develop loyalty measures </li></ul><ul><ul><ul><li>System based </li></ul></ul></ul><ul><li>— Keep an eye on operational measures </li></ul><ul><ul><ul><li>Customer & company objectives more aligned than you think </li></ul></ul></ul>Seeds of Loyalty - Treatment of KPI
  13. 13. — The Standards are in the scale. Not the question. Be Absolute about it
  14. 14. — The instructions need to be intuitive. — Not overkill. Be Absolute about it
  15. 15. Online KPIs
  16. 16. — Extra Route (low cost) to Market — Few if any Staff — Not a platform for dialogue — Window on the world — A niche user base History of Online
  17. 17. — Bandwidth for simultaneous users — UAT/ Navigation — Page load speed on 56K modem — Functionality — Visual appeal All KPIs : One off
  18. 18. <ul><li>— All original thinking was wrong! </li></ul><ul><li>— The Internet is an interaction channel </li></ul><ul><li>— Convenient for many </li></ul><ul><li>— Highly personalised experience </li></ul><ul><li>— Puts consumers in charge of your reputation </li></ul>The horrible truth about “Web 2.0”
  19. 19. So, what makes a good KPI in the web 2.0 world?
  20. 20. — Make it easier an illusion Ask United Airlines — Acknowledge that you can’t hide the truth — Respond & open the dialogue — Prove that you do “live the brand” & value customers Opinions – Formed & Shared with Ease
  21. 21. Here’s what Living The Brand looks like
  22. 22. Here’s what Living The Brand looks like
  23. 23. Here’s what Living The Brand looks like
  24. 24. — Customer Satisfaction — Average order value/ Average Lifetime value — Customer base growth — Order/ visit frequency — Response rates to mailings KPI Summary
  25. 25. <ul><li>— Dare to be different </li></ul><ul><li>— Employ people who HAVE NOT done it before </li></ul><ul><li>— Wear your personality to work </li></ul><ul><ul><ul><ul><li>Isn’t that what a brand is? </li></ul></ul></ul></ul><ul><li>— Measure it </li></ul><ul><li>— Define, don’t copy </li></ul><ul><li>— Power to the people! </li></ul><ul><li>— Fortune, apparently, favours the brave! </li></ul>Summary
  26. 26. Thank You! [email_address] Twitter: @Feefo_Ed

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