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Beccy Wigglesworth: Improving Your Customers Experience

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Eaquals Prague 2018

Published in: Education
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Beccy Wigglesworth: Improving Your Customers Experience

  1. 1. Improving Your Customers’ Experience Beccy Wigglesworth
  2. 2. Whole School How do customers experience your school? Classroom Whole School
  3. 3. What is Customer Experience? “The complete end-to-end experience customers have from their perspective.” Research Make a decision Book & pay First day welcome Visit the city? Attend classes Parents meetings Social events Progress reports Tests & Exams Last day Re- enrolment Follow-up
  4. 4. Research Make a decision Book & pay First day welcome Visit the city? Attend classes Parents meetings Social events Progress reports Tests & Exams Last day Re- enrolment Follow-up Your competitors also have qualified teachers, have small classes, and may charge less.
  5. 5. The Financial Case
  6. 6. What is the lifetime value of a delighted customer? $$A client who • re-enrols with you • doesn't defect to the competition • tells their friends how fantastic you are • doesn't complain
  7. 7. Revenues Increase Additional revenue increase/year over 3 years for a “modest” improvement in customer experience (Temkin Group, 2015) Hotels Insurance Supermarkets Household Appliances Banks 27% 23% 22% 20% 20%
  8. 8. Make higher returns 35% better than average 44% worse than average
  9. 9. Make higher returns Higher revenues – due to • more customers stay and re-enrol, • customers are less price sensitive, • they give you positive word-of-mouth. Lower expenses – due to • less marketing spend attracting totally new customers, • fewer complaints, • happy, loyal customers just give you less hassle
  10. 10. How?
  11. 11. Steps to create a great customer experience Understand what matters to your customers. Put yourself in their shoes. Be proactive about “delighting” them. Measure and keep improving.
  12. 12. Understand what matters to your customers – Journey maps
  13. 13. Be proactive about delighting them Analyse all your touchpoints with your clients. Add “WoW” moments where it is cost effective to do so.
  14. 14. Be proactive about delighting them Beginnings and endings matter the most. EndingsBeginnings
  15. 15. Be proactive about delighting them We do this ……. To help you learn better…..
  16. 16. Be proactive about delighting them We do this ……. To develop your 21st Century skills ….
  17. 17. Measure and keep improving
  18. 18. Measure and keep improving Net Promoter Score ® “How likely are you to recommend xxxxx to a friend or colleague?”
  19. 19. Measure and keep improving -100 -80 -60 -40 -20 0 20 40 60 80 100 NetPromoterScore® ?
  20. 20. Summary
  21. 21. Whole School How do customers experience your school? Classroom Whole School
  22. 22. The most trusted name in private language educationThank You

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