4C Consulting - Breakfast Seminar: Customer Experience Feedback Systems

Customer Experience Feedback SystemsCustomer Experience Feedback Systems
Breakfast at 4C Consulting
Customer experience feedback systems: concept and case study by Telenet for Business
Mechelen, 21/02/2014 | More information: geert.martens@4cconsulting.com
#4CSEM

We build ‘customer companies’
accessible
everywhere
loves
(to know)
its customers
connected
24/7
highly
profitable
engages
in every
interaction

Breakfast @ 4CC | Customer Experience Feedback Systems | 21st February 2014 | Twitter: #4CSEM
Transformation
“Architects”
Solutions
“Engineers”
Insight
“Scientists”
We build ‘customer companies’

01 Welcome to the Age of the Customer
Content
02 Measurement Ecosystem
03 Case Study: Telenet for Business
06 Questions?
Solution powered by Salesforce & Clicktools04
05 Key take‐aways
#4CSEM

Age of
Manufacturing
Mass manufacturing
makes individual power
houses successful
Age of
Distribution
Global connections and
transportation systems
make distribution key
Age of
Information
Connected PCs and
supply chains mean those
who control the
information flow
dominate
Age of
the Customer
Power comes from
emotionally
engaging with
empowered customers

Pay more
Buy more
Stay loyal
Forgive
hiccups
Cost less
Promote
you
emotional
customer engagement
great
customer
experiences
long‐term
business
value
Deliberate
Emotional
Consistent

Pay more
Buy more
Stay loyal
Forgive
hiccups
Cost less
Promote
you
emotional
customer engagement
long‐term
business
value
86% of consumers will pay up to 25%
more for a better customer experience.
(Source: RightNow Customer Experience Impact Report 2011)
+20% increase in ‘Likelihood to
recommend’ relative to industry averages
(Source: Temkin Group 2012)
+18% increase in ‘Willingness to
repurchase’ relative to industry averages
-19% decrease in ‘Likelihood to switch’
relative to industry averages
Source: Watermark Consulting

great
customer
experiences
Deliberate
Emotional
Consistent
Strategic positioning
Customer
experience identity
Cross‐channel
strategy
Business case design
Segmentation &
personas
Value drivers
(USP+ESP)
Customer journey
mapping
Customer advisory
board
Customer journey
design
MoT design
Service blueprinting
CRM requirements
Prototyping &
Piloting
Service recovery &
complaints handling
Project & program
management
DNA building blocks
Behavioral principles
Change
management,
coaching & Training
Experience
assessment
Customer feedback
system
Social listening

Mystery
Shopping
Observations
Web
monitoring
Ad Hoc
Surveys
Social
Listening
Continuous
Feedback
Complaints
& compliments
Transactional
data
Financial
data
Reviews Customer
Boards
Operational
data
Contextual
Interviews
Customer Experience
Measurement Ecosystem

Mystery
Shopping
Observations
Web
monitoring
Ad Hoc
Surveys
Social
Listening
Continuous
Feedback
Complaints
& compliments
Transactional
data
Financial
data
Reviews Customer
Boards
Operational
data
Contextual
Interviews
Single
Customer View Driver Analysis Predictive Insights
Cross‐channel
Convenience

Mystery
Shopping
Observations
Web
monitoring
Ad Hoc
Surveys
Social
Listening
Continuous
Feedback
Complaints
& compliments
Transactional
data
Financial
data
Reviews Customer
Boards
Operational
data
Contextual
Interviews

  
  
  
  

For every customer who bothers
to complain, there are 26 other
who remain silent
Source: Lee Resource Inc | Infographic by 4C Consulting

5,5 million feedbacks
since June 2012
Average of 10K per
day
Has created a new kind of
positive interaction
between staff and the
passengers

Need for an integrated continuous feedback system
Who? Why?

Integrated Feedback | 4 key questions
WHY?
WHO?
HOW? WHAT?
Why would you continously measure your experience?
What will you do once you have the insights?
How will you collect the data?
How will you to dispatch and
report the insights?
What do you want to know?
Which KPIs will you measure?
Whose feedback are you after?
How often do you need these insights?

why?
Remediate
dissatisfaction on
an individual
customer level
Structurally
improve the
customer
experience
Complete the
single customer
view
Motivate &
reward
employees
Increase the
customer
experience by
showing you
care

what?
Performance /
perception at the
Moments of Truth
KPI + open‐
ended question
2‐5 questions
Straight after the
interaction
Continuously
Complete with
an ‘End‐to‐End’
evaluation

who?
All customers:
no sampling
Beware for
resources impact
Beware for
survey pressure
Think beyond
customers
B2B:
DMU ifo
interaction

how?
Integrated in CRM
Close‐the‐loop:
service recovery
workflows
Automated trigger‐
driven deployment
Reports &
dashboards
dispatch
Sharing for
motivation &
rewards

Telenet for BusinessTelenet for Business
I just called…
Michel Defloor
Marketing Director

Product
Price
BrandAccess
Service/
Experience
Product
Price
BrandAccess
Service/
Experience
Breakfast @ 4CC | Customer
Experience Feedback Systems |

ICT vendor
Company
B2B Customer
Satisfaction
(/10)
1. Apple 8.1
2. Telenet, Dell, HP 7.8
…
…
…
11. Belgacom 7.4
…
13. Mobistar 7.2
Source: Smart Business Strategies ICT book 2013-2014

Discovery Purchase
Delivery,
installation and
activation
Usage Customer support Billing
1
2
3 4
5 6 7 8
9 10 11
12
13 14 15 16
17 18
19
20
21
22 23
24
Customer Journey

Mystery
Shopping
Observations
Web
monitoring
Ad Hoc
Surveys
Social
Listening
Continuous
Feedback
Complaints
& compliments
Transactional
data
Financial
data
Reviews Customer
Boards
Operational
data
Contextual
Interviews
Customer Experience
Insight Ecosystem

How likely is it that you will recommend Telenet?

Buy Delivery
&
Install
Use
Pay
Get Help
&
Change
Get
Support
End to End

Thanks!

Setup Clicktools | Directly in Salesforce

Step 1 | Create survey
what?

Survey
Store
Trigger
how?
Customer
Step 2 | Collect data
Customer interaction
e.g. “Deal closed”

Step 3 | Store in Salesforce

View NPS results instantly in both Account and Contact page.
Help representatives shape their discussions with customers with knowledge of
customer feedback
Step 3 | Store in Salesforce

Step 4 | Dashboarding

Step 4 | Dashboarding ‐ Comments

Step 4 | Dashboarding ‐ Scores per department

Step 4 | Dashboarding ‐ Scores per manager

Dispatch
Survey
Store
Trigger
Agent / AM / Team leader / ...
how?
Customer
Step 4 | Close the loop

Step 4 | Close the loop – Share the joy

Step 4 | Close the loop – Create activities

Will do!
Please contact
Eric

Dispatch
Document
Survey
Store
Trigger
Agent / AM / Team leader / ...
how?
Customer
Probing

Integrated Approach| Key take‐aways
WHY?
WHO?
HOW? WHAT?
Increase satisfaction on an individual level
Structurally improve the customer experience
Motivate & reward employees
Integrated within CRM
Dispatch & service recovery
flows
MoT + Relation
KPI + open‐ended question
Short & often
All customers, no sampling
DMU ifo interaction

Our Approach | Continuous Feedback System
1. Define scope & objectives
2. Set‐up data collection system
3. Design service recovery model
4. Design continuous improvement framework
5. Define change management
LAUNCH vs 1.0 LAUNCH vs 1.1
Analyse & Tweak

I prefer soldiers that go forward
in a disorganized way
to soldiers that stay put in order
Napoleon Bonaparte
I prefer soldiers that go forward
in a disorganized way
to soldiers that stay put in order
Napoleon Bonaparte

We are happy to answer your questions

4C Consulting - Breakfast Seminar: Customer Experience Feedback Systems

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