A Shift in Focus: Creating the Experience

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Presented at ORBiT Real Time Days 2014
Keynote address by
Sean Mulcair, Gradient Solutions

How to shift focus from customer service to client experience. What's the difference? Customer service is the transaction and is quantifiable where as customer experience is a lifetime of interaction, which creates a feeling or emotion.

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A Shift in Focus: Creating the Experience

  1. 1. A SHIFT IN FOCUS: CREATING THE EXPERIENCE Sean Mulcair, Gradient Solutions
  2. 2. Navigating Clients to Measurable Success The Customer Experience
  3. 3. 3 What’s the difference? Customer Service drives The Customer Experience. Shep Hyken – Customer service expert
  4. 4. 4 What’s the difference? Customer service is the transaction and is quantifiable where as Customer experience is a lifetime of interaction, which creates a “feeling” or “emotion”
  5. 5. Two Targets Customer Service Client Experience A shift in focus is occurring
  6. 6. Two Targets Customer Service The Actions: •Answer the phone •Reply to the email •Be polite •Be prompt •Respond to the need •Process the transaction Client Experience The Experience: •Make them feel secure •Make it easy •Be consistent across all departments •Customized Informative interaction (VoC) • Wow them!!
  7. 7. Economic Evolution Author Joseph Pine Book: Authenticity, What customers Really Want Book: The Experience Economy Along came the industrial revolution •Goods became the predominant economic offering. •Goods have become commoditized - people don't care who makes them. Along came customer service • It was delivered on demand to that individual person. It was meant to be customised. • Services are being commoditized as well (long distance telephone, Internet, fast food, and Insurance?) We're shifting to an experience economy • What happens when you design a service that is so appropriate for a particular person ? • You can't help but make them go "wow"; you can't help but turn it into a memorable event; you can't help but turn it into an experience.
  8. 8. 8 Authenticity = Good Experience Customers are looking for authenticity. It is authenticity which creates a good experience.
  9. 9. 9 Walt Disney
  10. 10. 10 The importance of moving our focus to Customer Experience Competitive advantage:  Are we more suited to compete on price and commoditise our service OR  Find ways to offer a more authentic experience?
  11. 11. 11 The importance of moving our focus to Customer Experience Service Industry Standards are on the rise:  Repair shops  Coffee shops  Grocery stores We are not simply being compared to others who offer insurance, but to others who offer any service.
  12. 12. 12 The good old service station!
  13. 13. 13 The good old service station! - Free drinks - Leather couches without oil stains on them! - Free Wi-Fi - Newspaper - Flat screen TVs - Car washed inside and out!
  14. 14. 14 The benefits of moving our focus to Customer Experience Employee Engagement:  Employees want to transition from being order takers to being relationship builders.  It has been statistically proven that the quantity of “referrals received” by customers is directly linked to how engaged an employee is to their Employer/Brokerage.
  15. 15. 15 The benefits of moving our focus to Customer Experience Refers stem from client experience:  In 80% of brokerage firms we work in – referrals are the greatest source of lead generation. They are the #1 producer.  In 100% of brokerage firms we work in, referrals rank 2nd (behind portfolio completion) for highest close rates.
  16. 16. 16 The benefits of moving our focus to Customer Experience What we sell is based on: “perceived value.” As the experience improves the perceived value rises!!!
  17. 17. 17 The benefits of moving our focus to Customer Experience Definition of 'Perceived Value' The worth that a product or service has in the mind of the consumer. The consumer's perceived value of a good or service affects the price that he or she is willing to pay for it. How much is a 14 page black & white document, full of legal information, stuffed in an envelope, worth to most consumers?
  18. 18. 18 The benefits of moving our focus to Customer Experience
  19. 19. 19 Measuring the Experience There are several metrics and tools available to help measure and quantify how well your doing.
  20. 20. 20 Measuring the Experience Navicom. Bill Morris (BBiC) Net promoter system (Schwab, American Express) Beyond Philosophy (customer Advocacy)
  21. 21. Measuring the Experience
  22. 22. The benefits of moving our focus to Customer Experience Good for moral It’s good for your bottom line!
  23. 23. How to move our focus to Customer Experience Big Data VoC Adjust service levels Improve the client’s experience It’s not just about underwriting data anymore
  24. 24. How to move our focus to Customer Experience Understanding Big Data and VoC (voice of the customer):  Examples:  Client’s preferred method of communication  Schedule and availability  Our client’s ages, past-times, education  Our client’s children's ages, past-times and education  Vehicles types, rental or ownership preferences? http://www.autoblog.com/2014/04/08/chevy-equinox-gmc-terrain-honda-pilot-iihs-crash-video/ http://consumerreports.org/cro/2012/05/best-worst-fuel-economy/index.htm http://teensafedriving.org/blog/what-you-need-to-know-about-teen-drinking-and-driving/ http://www.pioneeringtech.com/safe-t-element
  25. 25. How to move our focus to Customer Experience Understanding Big Data and VoC (voice of the customer):  Simply put, this is the client information we need on file that we can use to create an “authentic experience” for our customers and drive loyalty.
  26. 26. How to move our focus to Customer Experience Zappos Family Core Value #1: Deliver WOW Through Service To WOW, you must differentiate yourself, which means doing something a little unconventional and innovative. You must do something that's above and beyond what's expected. And whatever you do must have an emotional impact on the receiver. We are not an average company, our service is not average, and we don't want our people to be average. We expect every employee to deliver WOW. The Experimental Nature of Zappos CEO Tony Hsieh Founded in 1999 sold to Amazon in 2009 for 1.2 billion dollars
  27. 27. 27 How to move our focus to Customer Experience Client focused process improvements:  When reviewing your internal processes try to first focus on “what can I do to improve the client’s experience or journey?”  It’s what you do for the client and not to the client that matters!
  28. 28. 29 How to move our focus to client Experience Client focused process improvements:  Call your own organization:  See how well you perform – how was the experience? You be the judge!  How did we sound at reception (director of first impressions)  What % of calls go to voice mail?  What % of our calls can we answer effectively the first time?
  29. 29. 30 How to move our focus to client Experience Client focused process improvements:  Try and analyse your internal performance levels:  Lead Times – Process Times and Accuracy of information.  Use of voice recording and client surveys  Effective writing & communication courses
  30. 30. 31 How to move our focus to Customer Experience Client focused process improvements:  Establish service level agreements:  All our clients are contacted 2-3 times a year  We return all our calls/emails within 30 min.  All our NB quotes in personal lines are done in real-time  We support our client throughout the claims process and follow up at 24 h – 7 days – 14 days – 30 days  We provide extended hours – open on weekends!  You can reach us by phone – email – chat – text – drop in.
  31. 31. 33 What makes a great Customer Experience B2C or Business to Customer 1. Helpfulness 2. Value of Time 3. Customer Recognition 4. Promise Fulfilment 5. Problem Solving 6. Personalisation 7. Competence 8. Accessibility
  32. 32. How to move our focus to Customer Experience Big Data VoC Adjust service levels Improve the client’s experience Technology
  33. 33. 35 Conclusion Be cautious not to transition too far into transaction-based relationships. Start small and take it one step at a time. 50% now is better then 100% never! Work with what you can change and don't worry about the elements we currently can’t change. Don’t quit!!! https://www.youtube.com/watch?v=YG48U5iPESA
  34. 34. 36 Information ABOUT THE AUTHOR Sean H. Mulcair has been working in the insurance industry for over 20 years; he is an established lecturer at McGill University, teaching in their Risk Management department since 1996. He was also appointed Quebec's Best Practices Champion by the IBAC in 2006 and currently works alongside provincial associations bringing informative topic to brokers across Canada. Sean is also a Lean certified facilitator. ABOUT GRADIENT SOLUTIONS Gradient Solutions is an established insurance industry strategist firm, concentrating on process optimization, management coaching and strategic thinking. The GSI team's tactical approach is to study North American industry trends and the unique challenges facing the insurance industry. Over the past 10 years, GSI has worked with Canada's leading insurance brokers, carriers and software providers, helping them reach their goals. Call or email us anytime 1.888.376.2566 sean.mulcair@gradientsolutions.ca

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