Customer experience webinar presentation 8 21-13 final

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Excellence in customer experience has become the critical differentiator in today’s competitive marketplace where your customers will not hesitate to blog, tweet or post about their experience with your brand. In fact, poor customer engagement results in an estimated $83 billion loss by U.S. enterprises each year because of defections, abandoned purchases and negative word of mouth¹.

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Customer experience webinar presentation 8 21-13 final

  1. 1. 2013SantiagoSolutionsGroupInc.
  2. 2. Housekeeping Comments & Questions – Click the face icon on the lower right of the Attendee List and choose one of the options. – During the Q&A, if you have a question, type your it into the chat box below the presentation window. Technical Difficulties – Call +1 (888) 825-4256 for ClickMeeting support Archived Recording – An online archived video will be available to view after the meeting Encore Dedicated Sessions Available – Dedicated sessions are available over the next 4 weeks. Contact us through our website if you are interested. You are on Mute – As you all probably know by now, everyone else is on mute, so only the presenter can be heard 2 2013SantiagoSolutionsGroupInc. ? !
  3. 3. About the Presenters 3 Carlos Santiago is a nationally-recognized business strategist. Carlos founded SSG in 2000, developing proprietary econometric methodologies for analysis of multicultural segments. He has guided strategic growth, consumer engagement, and social marketing strategies for organizations such as AARP, Campbell’s, Health Net, HP, Humana, J&J, Nestlé, Wells Fargo among others. Prior to SSG he led multicultural business units at Verizon, Pacific Bell and Anheuser-Busch. Derene Allen specializes in linking the highest opportunity growth strategies with a corporation’s internal ability to deliver. As such, Customer Experience is an area of core competency. Clients have included J&J, Nestlé, P&G, AARP, Target, Walmart, Cigna, Kodak and Verizon. 2013SantiagoSolutionsGroupInc.
  4. 4. Context 4 Delivering optimum conversions, loyalty and referrals in Total Market necessitates getting Customer Experience right across key growth segments  Hispanic & Multicultural segments confront many of the same but also some distinct Customer Experience challenges  Churn is often higher  Satisfaction ‘seems’ at par or higher than White Non-Hispanic segment  Repeat calls & call duration are higher  Brand & benefits understanding takes longer  Delighting customers and eliciting brand ambassadors is elusive  Word of Mouth is higher –positive & negative Net Growth is harder than ever; Customer Experience stakes have increased 2013SantiagoSolutionsGroupInc.
  5. 5. Today’s Connected Customer 5 Each touch-point presents an opportunity to satisfy a customer—or not 2013SantiagoSolutionsGroupInc.
  6. 6. Customer Experience Customer Experience Challenges 6 2013SantiagoSolutionsGroupInc.
  7. 7. Customer Experience Branding/ Pre-Adoption Customer Experience Challenges 7 Different levels of brand/ category understanding, language 2013SantiagoSolutionsGroupInc.
  8. 8. Customer Experience Branding/ Pre-Adoption Sales/ Enrollment Process Customer Experience Challenges 8 Different levels of brand/ category understanding, language Require different levels of hand- holding 2013SantiagoSolutionsGroupInc.
  9. 9. Customer Experience Branding/ Pre-Adoption Sales/ Enrollment Process Customer Coding, CRM, Desired Priorities Customer Experience Challenges 9 Different levels of brand/ category understanding, language Legacy Systems, IT limitations, etc. Require different levels of hand- holding 2013SantiagoSolutionsGroupInc.
  10. 10. Customer Experience Branding/ Pre-Adoption Sales/ Enrollment Process Customer Coding, CRM, Desired Priorities New Customer On-Boarding Engagement Customer Experience Challenges 10 Different levels of brand/ category understanding, language Legacy Systems, IT limitations, etc. Require different levels of hand- holding Which channels are most effective, language, how much/how little to explain 2013SantiagoSolutionsGroupInc.
  11. 11. Customer Experience Branding/ Pre-Adoption Sales/ Enrollment Process Customer Coding, CRM, Desired Priorities New Customer On-Boarding Engagement Online Experience Customer Experience Challenges 11 Different levels of brand/ category understanding, language Legacy Systems, IT limitations, etc. Require different levels of hand- holding Which channels are most effective, language, how much/how little to explain Language, easy/ sophistication of user, level of familiarity with product 2013SantiagoSolutionsGroupInc.
  12. 12. Customer Experience Branding/ Pre-Adoption Sales/ Enrollment Process Customer Coding, CRM, Desired Priorities New Customer On-Boarding Engagement Online Experience Call Center Experience Customer Experience Challenges 12 Different levels of brand/ category understanding, language Legacy Systems, IT limitations, etc. Require different levels of hand- holding Which channels are most effective, language, how much/how little to explain Language, easy/ sophistication of user, level of familiarity with product Receptivity to IVR, Cultural Know-how of CSR, Language 2013SantiagoSolutionsGroupInc.
  13. 13. But is it impossible to do it all right? 2013SantiagoSolutionsGroupInc.
  14. 14. Which of all these 360⁰ touch points is most important to your customers? 14 2013SantiagoSolutionsGroupInc.
  15. 15. Which impacts results the most? 15 2013SantiagoSolutionsGroupInc.
  16. 16. How do we filter touch points and prioritize? Revenue Growth Most important to customers Greatest impact on business 2013SantiagoSolutionsGroupInc.
  17. 17. Advanced Analytics Isolate, Control & Identify Econometric modeling evaluates the effect of each touch point on customer satisfaction, independent of the other touch points 17 2013SantiagoSolutionsGroupInc.
  18. 18. Greatest Impact Multicultural Touch points can vary by Industry & Customer Base Sales Process Clear Understanding Contact Center Community Some of the most frequent include 2013SantiagoSolutionsGroupInc.
  19. 19. Multicultural Differences Question solved on this call Hispanics appear more prone to remain without resolution. Hispanics also less likely to call again 19 At the Contact Center, Hispanics appear more likely to need multiple calls* Was your question answered or your issue resolved on this particular call? Has your question since been answered or has your issue been resolved? On subsequent call Unresolved Total Hisp. Non-Hisp. Total Hispanic Non-Hisp. On this call Total Hispanic Non-Hispanic % *Also true for 65+, across ethnic segments 2013SantiagoSolutionsGroupInc.
  20. 20. CSR Courteous CSR Understand Needs CSR Listens Completely CSR Explain Clearly CSR Compassionate CSR Knowledgeable CSR Thorough Speed to Resolution Speed to Person 9 Satisfaction Attribute Scores Studied (Top Box) Total Non-Hispanics HispanicsNHWAf Am Multicultural Differences 20 • Different multicultural segments vary in their responses on satisfaction attributes • It’s important to understand how to interpret responses – Hispanics tend to be the most lenient – Asian Americans the strictest (even more so than NHW) ↑ =Significantly above African American and NHW, at 90% 2013SantiagoSolutionsGroupInc.
  21. 21. Being listened to is an important attribute for the Multicultural customer experience 21Q. Using a 1 to 5 scale where 5 is extremely important and 1 is not at all important, how important are each of the following when interacting with customer service? Q. Using a 1 to 5 scale where 5 is extremely satisfied and 1 is not at all satisfied, how satisfied were you with each of the following on your most recent call to the customer service center? Attribute Gap Analysis for Multicultural Customers Example 2013SantiagoSolutionsGroupInc.
  22. 22. Being listened to is an important attribute for the Multicultural customer experience This Contact Center is performing below average on two important attributes: • Listens Completely and • Provides Thorough Answers 22Q. Using a 1 to 5 scale where 5 is extremely important and 1 is not at all important, how important are each of the following when interacting with customer service? Q. Using a 1 to 5 scale where 5 is extremely satisfied and 1 is not at all satisfied, how satisfied were you with each of the following on your most recent call to the customer service center? Attribute Gap Analysis for Multicultural Customers Example 2013SantiagoSolutionsGroupInc.
  23. 23. Being listened to is an important attribute for the Multicultural customer experience This Contact Center is performing below average on two important attributes: • Listens Completely and • Provides Thorough Answers Multicultural Segments require: • Cultural know-how • Demonstrating an understanding of their reality • Working towards building an emotional connection 23Q. Using a 1 to 5 scale where 5 is extremely important and 1 is not at all important, how important are each of the following when interacting with customer service? Q. Using a 1 to 5 scale where 5 is extremely satisfied and 1 is not at all satisfied, how satisfied were you with each of the following on your most recent call to the customer service center? Attribute Gap Analysis for Multicultural Customers Example 2013SantiagoSolutionsGroupInc.
  24. 24. Multicultural Differences 24 • Hispanics also over-index in actually selecting a particular brand as a result of a recommendation from a friend or family member • Also true of Asian and African American communities Studies across clients show “Word of Mouth” appears more influential among Hispanics – key for brand awareness, trust and acquisition 2013SantiagoSolutionsGroupInc.
  25. 25. Higher Touch Components Needed with Certain Segments Hispanic African American Asian American 65+ Understanding the needs of your diverse population, and adapting your services to exceed those needs increases satisfaction  2013 Santiago Solutions Group Inc. 25 • Highly informed approach at Call Center; across touch points • Local Community Presence • Highly respectful approach at Call Center; across touch points • Local Community Presence • Consultative Call Strategy at Call Center • Understanding of Gerontology and the generation • Consultative Call Strategy at Call Center • Local Community Presence
  26. 26. 26 Why is Customer Experience Important Anyway? 2013SantiagoSolutionsGroupInc.
  27. 27. Extremely Satisfied Somewhat Satisfied What is the difference between Extremely satisfied and Somewhat satisfied? Interpreting Customer Satisfaction Pitfall By combining “Top 2 Box” (Extremely & Somewhat Satisfied), impact to your business is masked – and the need for your business to take action is also masked 27 Overall, how satisfied are you with _____? ↑=Significantly above complement group at 90% confidence level. 100% 90% 58% 32% 73% 27% 93% 78% 15% Brand A Brand CBrand B 2013SantiagoSolutionsGroupInc.
  28. 28. 28 X 2013SantiagoSolutionsGroupInc.
  29. 29. 29 Nearly All Extremely Satisfied Customers Mention They Would Renew 2013SantiagoSolutionsGroupInc.
  30. 30. 30 Customers Who Are Not Extremely Satisfied Are Twice As Likely To Shop And Compare 2013SantiagoSolutionsGroupInc.
  31. 31. Earning the Holy Grail of “Extremely Satisfied” from Your Connected Customers 31 2013SantiagoSolutionsGroupInc.
  32. 32. Earning the Holy Grail of “Extremely Satisfied” from Your Connected Customers • If you can’t do it all - understand which are the most important touch points for your customers 32 2013SantiagoSolutionsGroupInc.
  33. 33. Earning the Holy Grail of “Extremely Satisfied” from Your Connected Customers • If you can’t do it all - understand which are the most important touch points for your customers • Understand the differences between your customer segments – be they culturally or generationally founded 33 2013SantiagoSolutionsGroupInc.
  34. 34. Earning the Holy Grail of “Extremely Satisfied” from Your Connected Customers • If you can’t do it all - understand which are the most important touch points for your customers • Understand the differences between your customer segments – be they culturally or generationally founded • Use advanced analytics tools to hone your customer experience strategies and create a win-win situation for your customers and for your business 34 2013SantiagoSolutionsGroupInc.
  35. 35. Most Common High Impact Touch points Include… 35 Remembering that no two companies are the same… 2013SantiagoSolutionsGroupInc.
  36. 36. Most Common High Impact Touch points Include… 36 Sales Process: From initial contact to purchase decision to on-boarding - Customers want to feel like they have made a good decision and are comfortable with it Remembering that no two companies are the same… 2013SantiagoSolutionsGroupInc.
  37. 37. Most Common High Impact Touch points Include… 37 Sales Process: From initial contact to purchase decision to on-boarding - Customers want to feel like they have made a good decision and are comfortable with it Remembering that no two companies are the same… Customer Understanding of Benefits: Particularly for more complex products (ie. Insurance, Financial Services, Telecom), Customers want easy to understand and easily “referenceable” explanatory materials 2013SantiagoSolutionsGroupInc.
  38. 38. Most Common High Impact Touch points Include… 38 Sales Process: From initial contact to purchase decision to on-boarding - Customers want to feel like they have made a good decision and are comfortable with it Remembering that no two companies are the same… Customer Understanding of Benefits: Particularly for more complex products (ie. Insurance, Financial Services, Telecom), Customers want easy to understand and easily “referenceable” explanatory materials Contact Center: As the voice of your company, cultural and life stage understanding are central to first call resolution and that extremely satisfied call experience 2013SantiagoSolutionsGroupInc.
  39. 39. Most Common High Impact Touch points Include… 39 Sales Process: From initial contact to purchase decision to on-boarding - Customers want to feel like they have made a good decision and are comfortable with it Remembering that no two companies are the same… Customer Understanding of Benefits: Particularly for more complex products (i.e. Insurance, Financial Services, Telecom), Customers want easy to understand and easily “referenceable” explanatory materials Contact Center: As the voice of your company, cultural and life stage understanding are central to first call resolution and that extremely satisfied call experience Community: Overarchingly, a presence and locally visible support of community is core for multicultural segments. 2013SantiagoSolutionsGroupInc.
  40. 40. Q&A: Have a Question? If you have a question, type your it into the chat box below the presentation. We will address as many questions as possible within our allotted time. If we are not able to answer your questions feel free to contact SSG at Erin@SantiagoSolutionsGroup.com 2013SantiagoSolutionsGroupInc.
  41. 41. About Santiago Solutions Group We build on our management experience (P&L) and econometric research. We blend general market and a non-static view of Hispanic, Multicultural & Millennial segments. We focus on the highest market opportunities and strategies that advance efficient Total Market growth. As a partner we can guide your implementation across the organization with particular expertise integrating strategy, branding, marketing new P’s, customer experience, digital engagement, marketing operations, marketing effectiveness, in-store and overall organization preparedness. © 2012 Santiago Solutions Group Inc. 41 1 2 3 2013SantiagoSolutionsGroupInc.
  42. 42. Thank You Subscribe to the SSG monthly Newsletter www.SantiagoSolutionsGroup.com/subscribe Follow Santiago Solutions Group @Santiago_Group @Carlos_SSG Connect with Carlos Santiago +1 818.736.5661 www.SantiagoSolutionsGroup.com 2013SantiagoSolutionsGroupInc.
  43. 43. Thank You To Our Supporters 43 2013SantiagoSolutionsGroupInc.

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