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Customer Service Strategy & Customer Experience


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Integrate organisational culture and services around customer touch points

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Customer Service Strategy & Customer Experience

  1. 1. Customer Service Strategy & Customer Experience Integrate organisational culture and services around customer touch points Anand Subramaniam
  2. 2. <ul><li>“Always give people more than what they expect to get.” </li></ul><ul><ul><li>- Nelson Boswell </li></ul></ul>
  3. 3. Highlights <ul><li>Customer Service Delivery Gaps </li></ul><ul><li>Customer Service Strategy – Overview </li></ul><ul><li>Customer Service Strategy – Roadmap & Implementation </li></ul><ul><li>Customer Experience Measurement & Framework </li></ul>
  4. 4. Customer Service Delivery Gaps
  5. 5. Customer Service - Current Challenges Challenges How do customers perceive and evaluate the quality of service delivery? Why discrepancies exist between the perceptions of customers and those of managers? What are managers’ perceptions about quality of service delivery? How can services improve customer service and achieve excellence? Customers’ and managers’ perceptions not integrated into a acceptable service delivery model? How to make a service delivery blueprint and standardise components? How to improve the quality of service delivery?
  6. 6. Service Delivery Gaps <ul><li>Insufficient marketing research </li></ul><ul><li>Inadequate use of marketing research </li></ul><ul><li>Lack of interaction between customer and management </li></ul><ul><li>Insufficient communication between employees and managers </li></ul>Customer Expectations Management Perceptions of Customer Expectations
  7. 7. Service Delivery Gaps (Contd.) <ul><li>Management commitment to the service delivery inadequate </li></ul><ul><li>Absence of formal process for setting service delivery goals </li></ul><ul><li>Inadequate task standardisation </li></ul><ul><li>Perception of infeasibility – that customer expectations cannot be met </li></ul>Management Perceptions of Customer Expectations Service Delivery Specification
  8. 8. Service Delivery Gaps (Contd.) <ul><li>Lack of teamwork </li></ul><ul><li>Lack of employee or technology fit </li></ul><ul><li>Lack of perceived control </li></ul><ul><li>Inappropriate or lack evaluation and / or compensation system </li></ul><ul><li>Role conflict and / or ambiguity among employees </li></ul>Service Delivery Specification Quality of Service Delivery
  9. 9. Service Delivery Gaps (Contd.) <ul><li>Inadequate communication between sale and service delivery </li></ul><ul><li>Inadequate communication between marketing and service delivery </li></ul><ul><li>Differences in policies and procedures across departments </li></ul><ul><li>No clear advertising and / or personal selling messages </li></ul>Quality of Service Delivery Customer Communica-tion
  10. 10. Customer Service Strategy (CSS) – Overview
  11. 11. CSS - Objectives <ul><li>Design, develop & implement a CSS : </li></ul><ul><ul><li>Around the organisational culture and the internal & external customers </li></ul></ul><ul><ul><li>Focus on the most attractive customer segments </li></ul></ul><ul><li>Integrate and institutionalise the CSS: </li></ul><ul><ul><li>Harmonise initiative in all functional areas </li></ul></ul><ul><ul><li>Consolidate with the organisation structure </li></ul></ul>
  12. 12. CSS – Key Elements <ul><li>Delivery Channels : consistent across touch points </li></ul><ul><li>Policies & procedures : changed to support CSS goals </li></ul><ul><li>Operations : modified processes and procedures </li></ul><ul><li>Human Resources : organisational changes managed </li></ul><ul><li>Technology : required systems and data, in place </li></ul><ul><li>Communications: required information to communicate internally & externally, in place </li></ul>
  13. 13. CSS - Mechanics Customer Service Objectives Organisation’s vision Customer Service Goals Priorities of the clients– internal & external Industry norms and benchmarks Conduct competitive audit and analysis Customer Service Strategies Analysis of research results (market) Areas identified that require change Implementation Roadmap Prioritised recommendation for changes Outline timing and major deliverables
  14. 14. CSS & Loyalty Strategy <ul><li>Loyalty </li></ul><ul><li>Segmentation </li></ul><ul><li>Institution </li></ul><ul><li>Competition </li></ul><ul><li>Product Development </li></ul><ul><li>Product </li></ul><ul><li>Place </li></ul><ul><li>Promotion </li></ul><ul><li>Price </li></ul><ul><li>Customer Service </li></ul><ul><li>Processes & policies </li></ul><ul><li>Personnel / HR </li></ul><ul><li>Treatment / Information </li></ul><ul><li>Channels </li></ul><ul><li>Image </li></ul><ul><li>Positioning </li></ul><ul><li>Competitive Advantage </li></ul>
  15. 15. CSS – Policy Manual <ul><li>Customer Feedback Loop </li></ul><ul><li>Customer Service Evaluation (analysis of “end-to-end” customer experience) </li></ul><ul><li>Customer Handling Procedures: </li></ul><ul><ul><li>Routing; escalation etc </li></ul></ul><ul><ul><li>based on nature of inquiry; type of client etc. </li></ul></ul><ul><li>Customer Knowledge Management Plan </li></ul><ul><ul><li>information collected on clients </li></ul></ul><ul><ul><li>Reports generated etc </li></ul></ul><ul><li>Loyalty Programs: recognition, rewards </li></ul>
  16. 16. CSS – Roadmap & Implementation
  17. 17. CSS - Framework Market Research <ul><li>Leadership </li></ul><ul><li>Customer service vision </li></ul>Feed back Customer service centric culture Identify organisation capacity / competency to meet customer needs Map customer services (touch points, moments of truth) Service benchmarks Understand customer profile & preferences Loyalty, preference, retention & referrals Policies & processes Operations Technology Human Resources Communication – Internal & external Products Customer Services Strategy / Roadmap <ul><li>Key strategy components: </li></ul><ul><li>Problem solving </li></ul><ul><li>Complaint management </li></ul><ul><li>Post sale support </li></ul><ul><li>Training </li></ul><ul><li>Communication channels </li></ul>
  18. 18. CSS – Priorities Accessibility Appropriate product terms Policies are flexible & reflect client needs Speed of Service Rapid renewals Shorter wait time Service is prompt Customer Treatment Staff pays personal attention to overall customer experience Preferential Programs Meeting expectations
  19. 19. Desired Outcomes <ul><li>Develop a customer-focused orientation throughout the organisation </li></ul><ul><li>Increase satisfaction among existing customers </li></ul><ul><li>Improve loyalty of customers, especially most “attractive” </li></ul><ul><li>Improve overall service performance and competency across regions </li></ul><ul><li>Demonstrate consistency across all service channels </li></ul><ul><li>Enhance image and competitive standing in the market </li></ul><ul><li>Attract and convert new customers via defined service delivery model </li></ul>
  20. 20. CSS – Pre-Implementation <ul><li>Prioritise </li></ul><ul><ul><li>Maximise value for the customer </li></ul></ul><ul><ul><li>Determine feasibility and strategic importance </li></ul></ul><ul><ul><li>Conduct a cost-benefit analysis </li></ul></ul><ul><li>Define Areas involved </li></ul><ul><ul><li>Staff </li></ul></ul><ul><ul><li>Functional areas </li></ul></ul><ul><li>Outline responsibilities & timeline </li></ul><ul><ul><li>Establish roadmap and key deliverables </li></ul></ul><ul><ul><li>Estimate budget & time frames </li></ul></ul>
  21. 21. CSS – Roadmap Phase 1: Analysis & Preparation Phase 2: Design & Development Phase 3: Pilot Test Phase 4: Roll Out & Transfer <ul><li>Analyse the situation: </li></ul><ul><li>Diagram & revise processes to define baseline situation </li></ul><ul><li>Collect information on the competition & industry standards </li></ul><ul><li>Gather client information (data mining &/or primary research) </li></ul><ul><li>Analyse information & develop benchmarks </li></ul><ul><li>Prepare proposal & form working group </li></ul><ul><li>Develop the strategy: </li></ul><ul><li>Determine the relevant segments </li></ul><ul><li>Review the degree of alignment of the offer & competitive advantages </li></ul><ul><li>Define a reas of improvement & strategies by segment </li></ul><ul><li>Analyse cost- benefit of technological support (help desks, etc) </li></ul><ul><li>Define new processes and objectives </li></ul><ul><li>Prioritise activities </li></ul><ul><li>Implement Pilot: </li></ul><ul><li>Establish pilot parameters </li></ul><ul><li>Finalise budget </li></ul><ul><li>Establish operational requirements </li></ul><ul><li>Test tools </li></ul><ul><li>Prepare pilot site </li></ul><ul><li>Train personnel </li></ul><ul><li>Implement pilot </li></ul><ul><li>Supervise & monitor </li></ul><ul><li>Adjust strategy </li></ul><ul><li>Define conclusions </li></ul><ul><li>Integrate strategy: </li></ul><ul><li>Define strategic & operational implications </li></ul><ul><li>Develop support materials </li></ul><ul><li>Establish an action plan by region </li></ul><ul><li>Train personnel </li></ul><ul><li>Modify / upgrade systems </li></ul><ul><li>Implement roll out </li></ul><ul><li>Define follow up and monitoring plan </li></ul>
  22. 22. CSS - Phased Implementation Analysis & Preparation Design of Strategy Transfer & Roll Out Pilot Test Evaluation & Follow up Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 1
  23. 23. CSS - Framework Alignment Organisation's Competitive advantages Profile & preferences of target market Customer Service Strategies
  24. 24. Customer Experience Measurement and Framework
  25. 25. Measurement <ul><li>Defined by the customer </li></ul><ul><li>Measure all aspects of the customers’ experience; </li></ul><ul><ul><li>Customer motivation </li></ul></ul><ul><ul><li>Buying process </li></ul></ul><ul><ul><li>Channel experience </li></ul></ul><ul><ul><li>Service quality </li></ul></ul><ul><li>Provide insights about what experiences most affect customers’ overall relationships with you </li></ul><ul><li>Identifies gaps where customer expectations are not met </li></ul>
  26. 26. CEM – Framework Measure Customer Expectations Customer Experience Mapping Blueprint Data Collection Analysis & Reporting Linkage Analysis How will you discover them? How will you use these expecta-tion? <ul><li>Validate and refine the list of customer experience elements </li></ul><ul><ul><li>Define customer needs for a loyal and profitable relation-ship </li></ul></ul>Review the underlying processes and flows that support the customer experience Redesign survey instrument Examine how customer experience influences key outcomes like satisfaction and loyalty Customer Experience Measure-ment linked to key business outcomes
  27. 27. Take home message <ul><li>Develop a customer experience strategy and communicate it to employees </li></ul><ul><li>Select a moment of truth to design and implement a new customer experience </li></ul><ul><li>Continuously evaluate the customer experience </li></ul><ul><li>Identify and recognise top performing departments / teams and have them share best practices </li></ul><ul><li>Establish goals and a measurement system for tracking and managing loyalty </li></ul>
  28. 28. <ul><li>“ Nothing great was ever achieved without enthusiasm.” </li></ul><ul><ul><li>- Ralph Waldo Emerson </li></ul></ul>
  29. 29. <ul><li>Good Luck </li></ul><ul><li> </li></ul>