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Customers are from Venus, Companies are from Mars


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Customer experience and interaction management for next generation contact centres. Masterclass presentation by Natasha Anthony of BYC AQUA Solutions

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Customers are from Venus, Companies are from Mars

  2. 2. Customer Service Customer Experience Customer Loyalty Reactionary Anticipated Priceless Service vs. Experience 2
  3. 3. : How well do experiences meet Customers’ needs? : How easy is it for Customers to do what they want to do? : How do Customers feel
  4. 4.  Increased Loyalty  Lower Acquisition Costs  Word of Mouth  Price Premiums  Lower Operating Costs
  5. 5. The way to make advocates out of satisfied Customers is to strongly appeal to the Customers’ emotional needs.
  6. 6. Customers Are From Venus Companies are from Mars Your Customers Your Company ➢ High company knowledge ➢ High interest in topic ➢ Egos ➢ Internal Politics ➢ Varied understanding of Customers ➢ High self-interest ➢ Immediate Needs ➢ Wants ➢ Desires ➢ Interests ➢ Barriers and blocks
  7. 7. Think like a Customer How would you feel? Remember: It’s more about emotions (feelings) than logic! The Company exists for the Customer – not the reverse! Teach your front line resources this When was the last time you bought your company’s product or experienced the service you provide to your customers?
  8. 8. Going to the Movies Customer In Customer Out Park Car Wait in line to buy ticket Buy theater ticket Enter theatre; Give ticket to taker Wait in line for popcorn and cool drink Go to restroom Go into theatre; find seats Pay for food Exit theatre, return to car Sit and watch movie Exit car park Actions before the transaction Actions after the transaction (includes follow-up and follow through) – it isn’t over till it’s over! Cycle of Service with Moments of Truth
  9. 9. The Service Profit Chain
  10. 10.  Your company’s experience for new and existing/returning Customers  Shop competitors / industry peers – how do you feel about their experience?  Benchmark against the very best – Who is best in your world? Hint: Your Customers do!
  11. 11. What Are Your Customers’ Needs and Wants Instructions 1. Identify one ‘Basic’ need your Customers have 2. Identify one ‘Functional’ need your Customers have 3. Identify one ‘Want’ your Customers have 4. Identify one ‘Stereotype’ your Customers have about your industry Time: 5 minutes
  12. 12. 1. Generate a Customer “Bug” List internally (brainstorm with front-line Customer contact workers) 2. Prioritize according to Customer impact and contribution to Customer Value 3. Confirm with real Customers (questionnaires, interviews, focus groups) 4. Don’t be frightened to ask relevant questions! A simple list of things that “bug” your Customers about your business
  13. 13. Start your own Customer ‘Bug’ List Instructions 1. Identify one thing that ‘bugs’ your Customers now 2. List Customer Expectations for that experience 3. Describe “what’s going on now” 4. Specify what “should be happening”
  14. 14. Map Your Customer’s Touchpoints • Instructions • Identify meaningful steps (touchpoints) in your Customer’s interaction cycle with your company. • Begin with the first contact. • Finish when they leave.
  15. 15. Moment of Truth Analysis Instructions 1. Identify one Moment of Truth Touchpoint 2. List Customer Expectations for that Touchpoint 3. List two “Minus Factors” for that Touchpoint 4. List two “Plus Factors” for that Touchpoint Time: 5 minutes
  16. 16. ‘How likely is it that you would recommend my company to a friend or colleague?’
  17. 17. % of Promoters – % of Detractors = Net Promoter Score 94 84.7 % 13 11.7 % 4 3.6% 111 100% Promoters Passives Detractors Total The NPS is 81.1% (84.7% - 3.6% = 81.1%)
  18. 18. • Start With “Why” • CEM Maturity Model – Don’t be afraid! • Be Authentic / Commit! • Resources / Continuing Study - Invest
  19. 19. 1. Don’t Know – Don’t Care! (and stop bothering me with this stuff!) 2. Aware – Don’t Know What To Do 3. Know What To Do – Working On It 4. Very Experienced and Capable
  20. 20. HOW TO ACHIEVE - LINKS IN THE SERVICE – PROFIT CHAIN 20 External Service Value Employee Retention Employee Productivity Profits Revenue Growth Customer Satisfaction Customer Loyalty Employee Satisfaction Internal Service Quality Operating strategy and service delivery systems Organisational context: Culture, Leadership, Teamwork Service concept Business results Service designed and delivered to meet targeted customer needs Retention Loyalty Advocacy Performance Equations helps organisations develop capability to deliver service excellence
  21. 21. ESTIMATING NUMBER OF CUSTOMERS AND MARKET IMPACT FROM CONTACTS TO DIFFERENT TOUCH POINTS – AIRLINE EXAMPLE ** For these channels, the consumer may have first complained elsewhere and then escalated their complaint to this channel. 100 Airline customers encountering delayed baggage 3% to baggage agent 0.8% to consumer affairs/ customers relations** 2% to supervisor on site** 2% to social media** 0.2% to executive by e-mail** 1% to frequent flyer 800#** 4% to reservations 800# 1% airline web site 1.5% Other
  22. 22. • Journey, not an event • Began as Quality Improvement Group • Dashboards, Scorecards  “Reactive Process” • Multiple reports required prior to action • Transformed into Customer Experience Quality Group • One complaint can result in action  “Proactive Process” •First step was to centralize information flow ‘ABC’S’ VOICE OF THE CUSTOMER PROCESS Prior State Voice 1 Department 1 Current State Voice 1 Voice 2 Voice 3 Function for Resolution Customer Quality Voice 2 Voice 3 Department 2 Department 3 Function for Resolution Function for Resolution Clear ownership Clear Communication Better Scope of issue
  23. 23. KPI’S TO HELP IDENTIFY RISK  What are you measuring?  Interaction – empathy, assurance, ownership, solution orientation  Professionalism  Brand protection - consistency  Process ease – customer effort (internal as well as external)  Across all customer mediums – languages – business functions  Objectivity in measurement  Alignment to customer feedback – ever changing  What customers want!  Meaningful (emotion)  Stylish  Reputable  Trusted  How meaningful experiences are at an emotional level
  24. 24. SUMMARY  Customer Experience is a huge opportunity for Quality Assurance  Create a unified Voice Of the Customer – VOC to identify the full range of opportunities with payoff and sell to other departments  Understand the full range of root causes and prevent unpleasant surprises  Quantify the revenue and word of mouth impact overall and by granular issue to create the economic imperative  Prevent workload by proactively educating, connect, explain and deliver improved CE  Take control of the VOC and then become the Chief Customer Officer
  25. 25. QUESTIONS?
  26. 26. THANK YOU FOR LISTENING  Natasha Anthony  Email:  Office: +27 21 531 4498/9949  Cell: +27 82 404 1601  Web:  Claire O Gorman  Email:  Office: +27 21 531 4498/9949  Cell: +27  Web:  Acknowledgements to all sources where relevant