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Acer Executive Symposium Presentation

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Acer Executive Symposium Presentation

  1. 1. Customer Effort Analysis as a Tool for Continuous Service Improvement Speaker Title Company
  2. 2. Discovering Customer Effort Acer’s Voice of the Customer Journey BI and Analytics Pros and Cons Customer Effort Analysis as a Tool for Continuous Service Improvement Agenda 2 The Bottom Line
  3. 3. Acer Customer Service Infrastructure – Western Hemisphere 3 Repair Center Contact Center PMO & Customer Insights NSC, US Vancouver, CA Mississauga, CA Temple, US Mexico City, MX CA (French) Temple, US Sao Paulo, BR Uruguay India Uruguay
  4. 4. Pros and Cons of BI and Analytics The narrow window for creating an analytics-based competitive advantage 4 Unique Adaptable to many situations Better than the competition RenewableHard to duplicate Source: Davenport, T. H., & Harris, J. G. (2007). Competing on analytics: the new science of winning. Harvard Business Press.
  5. 5. Acer’s Voice of the Customer Journey Acer “VoC” Architecture, driving continuous improvement 5 Transform Deliver Implement Clarabridge platform analyzes the data acquired from customers Key stakeholders/ Business units Capturing customer conversations at key points of the product lifecycle VoC gained business intelligence
  6. 6. Discovering “Customer Effort” Measuring Customer Effort performance 6© 2013 The Corporate Executive Board Company. All Rights Reserved. APP 2.0 Question The company made it easy for me to handle my issue. (1) Strongly Disagree (2) Disagree (3) Somewhat Disagree (4) Neither Agree nor Disagree (5) Somewhat Agree (6) Agree (7) Strongly Agree APP 2.0 = % Answering at least “Somewhat Agree” Overall customer effort – normalized average (0-100) Application 2.0 – percent of customers Lower performance 80 60 40 20 100 0 Higher performance Lower performance 80% 60% 40% 20% 100% 0% Higher performance Acer XX Acer XX%
  7. 7. Discovering “Customer Effort” First Contact Channel Choice 7 Where customers first go to resolve an issue XX% XX% XX% XX% X% X% Website Phone Web chat Email Community Don’t remember XX% XX% XX% XX% XX% XX% XX% Company website Bill/product… Other Search Engine Have it saved Within company… Phone book XX% XX% XX% XX% XX% XX% Company website Search engine Other Bill/product packaging Have it saved Within company email XX% XX% XX% XX% XX% XX% FAQ page Search bar Contact us Interactive tools Other Media/videos Website: What did you use? Email: Where did you find it?Number: Where did you find it? © 2013 The Corporate Executive Board Company. All Rights Reserved.
  8. 8. Discovering “Customer Effort” Improving alignment along the “Customer Journey” 8 First Channel Choice First Channel Outcome Second Channel Choice Phone XX% Website XX% Web chat XX% Email X% X% X% X% X% X% X% X% X% X% X% X% X% X% X% X% Community X% X% X% X% X% X% X% X% X% X% X% X% X% X% X% X% X% X% X% X% X% X% X% X% X% X% © 2013 The Corporate Executive Board Company. All Rights Reserved.
  9. 9. Discovering “Customer Effort” Prioritizing channel improvements 9 *Channel Leverage = First Contact Volume x (1-FCR) x customer effort. This is not meant as a true ROI measure, but as a means of comparing the importance of improving the customer experience across your channels given current performance. X% X% X% X% X% Phone Website Web chat Email Community First contact volume (as a % of total contacts) First contact resolution Customer effort to resolve issue (0=low, 100=high) Channel leverage* Phone XX% XX% XX% X.X Website XX% XX% XX% X.X Web chat XX% XX% XX% X.X Email XX% XX% XX% X.X Community XX% XX% XX% X.X First contact resolution rates By contact channel, percent of contacts X% X% X% X% X% Phone Website Web chat Email Community Customer effort to achieve resolution By contact channel, customer averages

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