The document outlines the high-level process flow for customer experience management, detailing the steps involved in drafting, approving, and implementing a customer experience strategy plan. It describes how customer feedback is gathered through various surveys and monitored through KPIs, emphasizing the importance of incident reporting and customer satisfaction assessments like the Net Promoter Score. Additionally, it highlights the role of the Chief Marketing Office in enhancing brand equity and customer relationships to drive growth.

1. High Level process Flow: Customer Experience
Customer
Experience
Management
Team
BCX
ExCo
Service
desk
&
Call
Centre
Service
Delivery
Management
tomer
Start
Draft Customer
Experience strategy
plan & how it
influences the
customer journey
Approved?
Yes
No
Customer
Experience strategy
plan approval
Strategy
amendment &
resubmission
Approved strategy
document distributed to
BUs / Service Delivery
Management / Service
Desk & Call Centre
Top-down survey
conducted annually –
Survey measures
customer loyalty,
experience and
likelihood to
recommend (refer to
Note 2)
Feedback from customers on
annual Top-down / Bottom-
up /Ad-hoc surveys conducted
(refer to Note 2)
Weekly / Monthly
governance meetings
with customer to
discuss SLA/Contract
KPIs performance
Incidents reported by
customers and
registered on Helix
system
Customer experience is
mostly driven by
incidents reported by the
customers
Incident monitoring
including escalation
process until
fulfilment / Customer
feedback
Bottom-up surveys conducted
monthly /Ad-hoc surveys
measures customer loyalty,
experience and likelihood to
recommend
SLA/Contract
KPIs monitoring
against targets
Customer conducts
Net Promoter Score
(NPS) assessment
to BCX
Net Promoter Score
(NPS) assessment
feedback by customers
to improve customer
relationships
Review results for
high & low score
NPS / Survey
assessment for the
Customer Journey
touch points
Put up a corrective
programme to redress
low score NPS / Survey
assessment scores for
the Customer Journey
touch points (refer to
Note 3)
Implementation of remedial programme to
redress low score NPS / Survey
assessment scores from the Customer
Journey touch points
Customer
Experience NPS /
survey results
reported to ExCo
End
Note 1: Methods of
contact
• Voice
• Email
• Ms Teams app
• WhatsApp
• Webchat etc.
Calls
received:
Refer to Note
1
Contact Centre Mitel
system automatically
measures time it took to
answer call: Refer to KPIs
(Note 2)
Note 2: KPIs
• Call answering time
• Call Handle time
• Assignment time (Accuracy of
tickets assigned to various
teams)
• Resolution time
Note 2: Methods of customer
contact for surveys
• Telephonic
• Online
• Individual face to face
interviews
• Mail interviews
Once a ticket Is closed, an
automatic message is sent
to the customer and
requests for feedback if the
customer was happy with
the service
Follow up conducted on
“dissatisfied” customers
Note 3: Touch points in
Customer Journey
• Communication
• Buying process
• After Sale/Purchase order
process
• Product Delivery process
• Service Installation process
• Activation process
• Products and services
• Customised solutions
• Invoicing and Billing
• Fault logging process
• Incident reporting process
• Fault Resolution process

2. BCX is positioned
as the leading
end-to-end digital
solutions provider,
and as the
trusted advisor
within the ICT
market
Build
organisational
reputation
Build brand
equity
Generate
interest and
demand
Build and
strengthen
customer
relationships
Create new
opportunities
Drive growth
Chief Marketing Office (CMO) Objectives