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CEM and operational performance <br />Strategic drivers for delivering excellent customer experiences<br />Paul Scott<br /...
Customer Experience- where have we come from?<br />Where are we trying to get to?<br />What are the drivers for change?<br...
29% of organisations think they have improved Customer Experience in the last 6 months<br />3<br />What Suppliers say<br /...
4<br />What customers say<br />80% of customers say suppliers’ primary focus is on managing cost<br />0.89% of customers s...
5<br />Where have we come from?<br /><ul><li>Operational focus
Lack of customer engagement
Low employee engagement
Little empowerment</li></ul>Outputs<br />Inputs<br /><ul><li>Cost control
SLA goals
Sub-optimal customer experiences</li></li></ul><li>6<br />Where are we trying to get to?<br />Fully engaged customer centr...
Loyalty goals
Optimised customer experience</li></li></ul><li>7<br />What are the drivers for change?<br />
8<br />What are the change drivers?<br />
Brand Values<br />9<br />Commercial In Confidence <br />Taking pride in the brand<br />Delivering a consistent customer ex...
10<br />VIVA –Kuwait and Bahrain<br />
11<br />Apple<br />Design & Innovation<br />Ease & Simplicity<br />Quality<br />
12<br />Service Differentiation<br />Standing out from the crowd<br />Technology and process architecture<br />Consistency...
13<br />Bahrain eGA<br />The eGovernment Vision<br /> Provide  better services to the   clients through an integrated gove...
14<br />Bahrain eGA<br />United Nations<br />eGovernment Readiness Index 2010<br />The UN have ranked Bahrain as:<br /><ul...
 Number 3 in Asia
 Number 13 Worldwide</li></ul>In e-Government Readiness Index 2010<br />
15<br />Employee empowerment<br />Cultivate the right culture<br />Train and coach for excellence<br />Develop a meaningfu...
16<br />iinet<br />
17<br />Customer Advocacy<br />Customer centric ethos<br />Work with customers in different mediums<br />Recognise their c...
2007= 9%<br />2010 = 23%<br />Time spent on social networking whilst on the internet<br />>500M users worldwide (25M UK)<b...
Customer Advocacy on Twitter<br />
20<br />But be aware….<br />
21<br />CEM Measures<br />Establish a framework<br />Determine what’s important to you<br />Use tools like NPS to drive im...
22<br />How we measure now<br />NPS<br />NPS<br />CSAT<br />CSAT<br />
23<br />CEM drivers<br />Pre-experience Experience<br />The Experience<br />Post-experience Experience<br />Emotional<br /...
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Customer Exprience Management

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A presentation I gave at a conference in the Middle East this year. It\'s a framework for delivering outstanding customer experiences

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Customer Exprience Management

  1. 1. CEM and operational performance <br />Strategic drivers for delivering excellent customer experiences<br />Paul Scott<br />1<br />The Last Word in Service<br />
  2. 2. Customer Experience- where have we come from?<br />Where are we trying to get to?<br />What are the drivers for change?<br />How do we get started?<br />2<br />The Narrative<br />
  3. 3. 29% of organisations think they have improved Customer Experience in the last 6 months<br />3<br />What Suppliers say<br />5% of customers agree with this statement<br />Source: Beyond Philosophy CE Tracker 2011 <br />
  4. 4. 4<br />What customers say<br />80% of customers say suppliers’ primary focus is on managing cost<br />0.89% of customers say suppliers focus on their emotional needs<br />
  5. 5. 5<br />Where have we come from?<br /><ul><li>Operational focus
  6. 6. Lack of customer engagement
  7. 7. Low employee engagement
  8. 8. Little empowerment</li></ul>Outputs<br />Inputs<br /><ul><li>Cost control
  9. 9. SLA goals
  10. 10. Sub-optimal customer experiences</li></li></ul><li>6<br />Where are we trying to get to?<br />Fully engaged customer centric relationship<br />Fully empowered staff<br />Integrated channels<br />Outputs<br />Inputs<br /><ul><li>Value-based
  11. 11. Loyalty goals
  12. 12. Optimised customer experience</li></li></ul><li>7<br />What are the drivers for change?<br />
  13. 13. 8<br />What are the change drivers?<br />
  14. 14. Brand Values<br />9<br />Commercial In Confidence <br />Taking pride in the brand<br />Delivering a consistent customer experience<br />Leveraging brand equity<br />Spotting detractors<br />
  15. 15. 10<br />VIVA –Kuwait and Bahrain<br />
  16. 16. 11<br />Apple<br />Design & Innovation<br />Ease & Simplicity<br />Quality<br />
  17. 17. 12<br />Service Differentiation<br />Standing out from the crowd<br />Technology and process architecture<br />Consistency across channels<br />Evolving propositions<br />
  18. 18. 13<br />Bahrain eGA<br />The eGovernment Vision<br /> Provide better services to the clients through an integrated government.<br />
  19. 19. 14<br />Bahrain eGA<br />United Nations<br />eGovernment Readiness Index 2010<br />The UN have ranked Bahrain as:<br /><ul><li> Number 1 in the GCC and Middle East
  20. 20. Number 3 in Asia
  21. 21. Number 13 Worldwide</li></ul>In e-Government Readiness Index 2010<br />
  22. 22. 15<br />Employee empowerment<br />Cultivate the right culture<br />Train and coach for excellence<br />Develop a meaningful career path<br />Recognise success + coach for improvement<br />
  23. 23. 16<br />iinet<br />
  24. 24. 17<br />Customer Advocacy<br />Customer centric ethos<br />Work with customers in different mediums<br />Recognise their contribution<br />Measure the benefit<br />
  25. 25. 2007= 9%<br />2010 = 23%<br />Time spent on social networking whilst on the internet<br />>500M users worldwide (25M UK)<br /><ul><li>50% logging in every day</li></ul>>75M users<br /><ul><li>20% of the 50 million tweets per day referencing products and brands</li></ul>Serves up 1Bn videos daily<br />>80M users from more than 200 countries<br />Social Network and advocacy<br />
  26. 26. Customer Advocacy on Twitter<br />
  27. 27. 20<br />But be aware….<br />
  28. 28. 21<br />CEM Measures<br />Establish a framework<br />Determine what’s important to you<br />Use tools like NPS to drive improvement<br />Don’t measure what you can’t action<br />
  29. 29. 22<br />How we measure now<br />NPS<br />NPS<br />CSAT<br />CSAT<br />
  30. 30. 23<br />CEM drivers<br />Pre-experience Experience<br />The Experience<br />Post-experience Experience<br />Emotional<br />INTERNAL<br />EXTERNAL <br />Customer satisfaction<br />Operational QA and coaching<br />Customer Preference data<br />Rational<br />What ‘baggage’ does the customer come with?<br />What is their experience?<br />How did we do in meeting or exceeding expectations?<br />
  31. 31. 24<br />The Pre-experience Experience<br />Rational<br />Research<br />Satisfaction<br />4Ps<br />Loyality metrics<br />Subconscious & <br />Emotional Research<br />Emotional Signature Experience Psychology Research EPR<br />Source: Customer Experience Future Trends & Insights by Shaw, Dibeehi and Walden<br />
  32. 32. 25<br />Business Benefits<br />Measure $ benefits as well as operational<br />Link measures to shareholder value<br />Reinvest based on success <br />Communicate benefits widely<br />
  33. 33. 26<br />CEM pays!<br />
  34. 34. 27<br />Next Steps<br />Check with your customers this is making sense to them<br />Engage all your team to design, deliver and achieve the results<br />Think about the customer experience you want to create<br />Customer Experience Management<br />
  35. 35. 28<br />A CEM strategy framework<br />
  36. 36. 29<br />Communication<br />Identify all stakeholders<br />Determine what matters to them<br />Select which channels they use<br />Communicate little and often<br />
  37. 37. 30<br />Communication: its about what’s not said as well as what’s said<br />There is a video in this slide<br />

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