Customer Engagement: What Getting Closer To Your Customer Really Means

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I produced this deck for a webinar I did with Rant & Rave - a real time customer feedback platform (amongst other things). Build the deck around question the audience asked at registration on key engagement topics

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Customer Engagement: What Getting Closer To Your Customer Really Means

  1. 1. ² ² ²
  2. 2. W h a t G e t t i n g C l o s e r T o Y o u r C u s t o m e r R e a l l y M e a n s © Brainfood Consulting 2014 Inside Out Which Is The Better Strategy? Outside In
  3. 3. W h a t G e t t i n g C l o s e r T o Y o u r C u s t o m e r R e a l l y M e a n s © Brainfood Consulting 2014 “How do we get our agents having great conversation with customers? How do we get closer to our customers? “
  4. 4. W h a t G e t t i n g C l o s e r T o Y o u r C u s t o m e r R e a l l y M e a n s © Brainfood Consulting 2014 Customer Listening
  5. 5. W h a t G e t t i n g C l o s e r T o Y o u r C u s t o m e r R e a l l y M e a n s © Brainfood Consulting 2014 start end e x c e p t i o n s - h i g h s e x c e p t i o n s - l o w s What Do We Remember?
  6. 6. W h a t G e t t i n g C l o s e r T o Y o u r C u s t o m e r R e a l l y M e a n s © Brainfood Consulting 2014 start end e x c e p t i o n s - h i g h s e x c e p t i o n s - l o w s C O N V E R S A T I O N M A N A G E M E N T What Do We Remember?
  7. 7. W h a t G e t t i n g C l o s e r T o Y o u r C u s t o m e r R e a l l y M e a n s © Brainfood Consulting 2014 The Chemistry
  8. 8. W h a t G e t t i n g C l o s e r T o Y o u r C u s t o m e r R e a l l y M e a n s © Brainfood Consulting 2014 Management Style
  9. 9. W h a t G e t t i n g C l o s e r T o Y o u r C u s t o m e r R e a l l y M e a n s © Brainfood Consulting 2014 Purpose Meaning Energy Extra Refuelledby RECOGNITION Purpose Mastery Autonomy Purpose Mastery Autonomy W h a t G e t t i n g C l o s e r T o Y o u r C u s t o m e r R e a l l y M e a n s © Brainfood Consulting 2014
  10. 10. W h a t G e t t i n g C l o s e r T o Y o u r C u s t o m e r R e a l l y M e a n s © Brainfood Consulting 2014 “Understanding the huge amounts of feedback in order to drive top-line actions and getting buy in from all hierarchy levels”
  11. 11. W h a t G e t t i n g C l o s e r T o Y o u r C u s t o m e r R e a l l y M e a n s © Brainfood Consulting 2014 LISTEN INTERPRET REDESIGN/ INVENT PILOT/ LEARN IMPROVE Voice Of The Customer Cross Functional Collaboration Chief Customer Officer/Chief Digital Officer
  12. 12. W h a t G e t t i n g C l o s e r T o Y o u r C u s t o m e r R e a l l y M e a n s © Brainfood Consulting 2014 Pilot Learn Redesign Invent InterpretImprove E nter pri se Tr ansfor mati on Wor kfl ow Listen
  13. 13. W h a t G e t t i n g C l o s e r T o Y o u r C u s t o m e r R e a l l y M e a n s © Brainfood Consulting 2014 R&D FinanceManufacturing Sales Marketing Distribution Customer Service Become A Change Hub
  14. 14. W h a t G e t t i n g C l o s e r T o Y o u r C u s t o m e r R e a l l y M e a n s © Brainfood Consulting 2014 TIP: Quantify The Pain
  15. 15. W h a t G e t t i n g C l o s e r T o Y o u r C u s t o m e r R e a l l y M e a n s © Brainfood Consulting 2014 “Getting a better understanding of a customer journey and a better perspective on customer experience”
  16. 16. W h a t G e t t i n g C l o s e r T o Y o u r C u s t o m e r R e a l l y M e a n s © Brainfood Consulting 2014 Customer Effort Upstream & Downstream Mgt u p s t r e a m d o w n s t r e a m LitigationComplaint Multiple transfers 2+ time resolution Inbound Situation is recognised 1st time resolution Outbound Situation is anticipated Need is removed
  17. 17. W h a t G e t t i n g C l o s e r T o Y o u r C u s t o m e r R e a l l y M e a n s © Brainfood Consulting 2014 Customer Effort U P S T R E A M D O W N S T R E A M LitigationComplaint Multiple transfers 2+ time resolution Inbound Situation is recognised 1st time resolution Outbound Situation is anticipated Need is removed Upstream & Downstream Mgt
  18. 18. W h a t G e t t i n g C l o s e r T o Y o u r C u s t o m e r R e a l l y M e a n s © Brainfood Consulting 2014
  19. 19. W h a t G e t t i n g C l o s e r T o Y o u r C u s t o m e r R e a l l y M e a n s © Brainfood Consulting 2014
  20. 20. W h a t G e t t i n g C l o s e r T o Y o u r C u s t o m e r R e a l l y M e a n s © Brainfood Consulting 2014
  21. 21. W h a t G e t t i n g C l o s e r T o Y o u r C u s t o m e r R e a l l y M e a n s © Brainfood Consulting 2014
  22. 22. W h a t G e t t i n g C l o s e r T o Y o u r C u s t o m e r R e a l l y M e a n s © Brainfood Consulting 2014 “ What is customer engagement and how do we get better?“
  23. 23. W h a t G e t t i n g C l o s e r T o Y o u r C u s t o m e r R e a l l y M e a n s © Brainfood Consulting 2014 Outside - In a c r o s s d e v i c e s & c h a n n e l s
  24. 24. W h a t G e t t i n g C l o s e r T o Y o u r C u s t o m e r R e a l l y M e a n s © Brainfood Consulting 2014 Inside - Out a c r o s s d e v i c e s & c h a n n e l s
  25. 25. W h a t G e t t i n g C l o s e r T o Y o u r C u s t o m e r R e a l l y M e a n s © Brainfood Consulting 2014 A L I G N M E N T v i s i o n - s t ra t e g y - i n f ra s t r u c t u re - c o m p e t e n c y - C X / U X The Challenge: Beyond Silos
  26. 26. W h a t G e t t i n g C l o s e r T o Y o u r C u s t o m e r R e a l l y M e a n s © Brainfood Consulting 2014 Needs A Mindset Change
  27. 27. W h a t G e t t i n g C l o s e r T o Y o u r C u s t o m e r R e a l l y M e a n s © Brainfood Consulting 2014 TIP: Get The Job Done Senior Insight Manager Head of Operations Operations Manager Customer Service Manager Head of Outsourced Voice
  28. 28. W h a t G e t t i n g C l o s e r T o Y o u r C u s t o m e r R e a l l y M e a n s © Brainfood Consulting 2014 One Team One Boss One Budget One Mission One Culture A View Of The Future
  29. 29. W h a t G e t t i n g C l o s e r T o Y o u r C u s t o m e r R e a l l y M e a n s © Brainfood Consulting 2014 Operating Model
  30. 30. W h a t G e t t i n g C l o s e r T o Y o u r C u s t o m e r R e a l l y M e a n s © Brainfood Consulting 2014 Be There Be Relevant LISTEN LEARN

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