This document outlines the Roadmap process for improving customer loyalty through increased customer satisfaction. It involves 4 stages: 1) Analysis of customer expectations and satisfaction drivers, 2) Developing process improvements based on findings, 3) Implementing an action plan using tools like root cause analysis, and 4) Measuring results and making corrections. The Roadmap was successfully applied across multiple countries and brands, with courtesy calls identified as a key driver of satisfaction. Rewards and statistical analysis helped optimize the process.

1. Moving towards Customer Loyalty
Customer Loyalty:
• Measured via the Net
Promoter Score (NPS)
• Driven through improvements
in Customer Satisfaction
• Benefit from personal contact
instead of using templates
• Serve the customer until their
concern is resolved
This analysis stage is the start of the process. Data was collected about the customer
concern resolution process; what did customers expect? What were the key drivers
of customer satisfaction? This analysis stage provided insight into what objectives had
to be set in order to achieve the overall improvement in customer satisfaction.
Roadmap to
Customer Loyalty
One of the main business objectives all over the world is how to grow in a cost
effective way. There has been alot of talk over the past few years about word of
mouth marketing and the positive impact this can have on the achivement of this
objective1. This paper provides details on a programme called RoadmapTM
; a series of
steps that when completed, consistently improves the amount of word of mouth
marketing you receive by increasing the number of advocates to your brand.
RoadmapTM
, will help you understand the key drivers of customer satisfaction, the
process improvements you need to implement and will result in significant increases in
your satisfaction rating. These increases will produce a higher level of customer
retention and word of mouth marketing through brand advocacy.
Customer Loyalty—Customer Satisfaction; Is there a link?
Customer Loyalty can be measured by calculating your Net Promoter (NP) Score. The
NP score is the difference between the number of promoters and detractors to your
brand. Promoters are those customers who give you a top box customer satisfaction
score ie 9 or 10 out of 10 and detractors are those that score 1 to 6 out of 10.
Increasing the volume of customer‘s higher scores whilst reducing the volume of lower
scores will increase the NP score.
So, by implementing the RoadmapTM
programme improvements in customer satisfaction
were achieved. How?
Stage 1: Understanding customer expectations
To enhance the customer experience with the customer service operation so that they
are converted into promoters of our brand. This stage determines which elements of
the overtall process drive the achievement of this objective: completion of courtesy
calls, follow up, knowledgeble and accessible staff.
Stage 2: Converting customers into promoters
RoadmapTMTMTMTM
: The proven method for improving: The proven method for improving: The proven method for improving: The proven method for improving
customer satisfaction in a contact centrecustomer satisfaction in a contact centrecustomer satisfaction in a contact centrecustomer satisfaction in a contact centre
Roadmap: X stage process
Stage1: Analysis
Stage 2: Process development
Stage 3: Action Plan
implementation
Stage 4: Measurement

2. Stage 3:Stage 3:Stage 3:Stage 3: ----Roadmap ImplementationRoadmap ImplementationRoadmap ImplementationRoadmap Implementation
Key-elements of the
RoadmapTM
:
• Root Cause Analysis
• Impact of Actions
• Implemented Actions
• Monitoring of Results
• Corrective Actions
Global approac h
Global success
By the end of 2007, Percepta had managed to implement the global Roadmap approach
in Austria, Great Britain and Germany for three different brands. Each programme
contains an individual Roadmap System that ensures increased customer loyalty and
satisfaction in the same way.
The Roadmap System is based on using the strength of your
operation and reducing its weaknesses one after another. For
the concern resolution example, the Roadmap mainly consisted
of the following actions:
Learning & Development
Coaching and training go hand in hand together with customer
satisfaction. Instead of training people with a static session, we
started to create modified workshops based on the weaknesses
of the root cause analysis of the Roadmap.
Courtesy Calls
Due to the fact that personal contact met customer
expectactions in the German market, we concentrated on
adding value to the Customer Lifecycle. This means, in
particular, to serve the customer until their concern is resolved
and to come back to them several weeks afterwards to ensure
that they are still satisfied with our service.
Breaking down objectives
Customer satisfaction is an objective that is often used by
management level. However, it is the people on the telephones
who have to deliver the right level of service to ensure that this
target is met. To achieve this break down all objectives the
advisor level so that a new work environment is created that
has clear and understandable objectives.
Statistical impact
By effecient timing, we discovered how to statistically separate
the impact of single actions. Courtesy calls were identified as
one of the main drivers of customer satisfaction and therefore
this was where most focus was placed.
Reward and recognition
By the end of 2007, we established the customer contact centre
among Europe´s most successful in terms of customer
satisfaction. All of our high performers within the centre were
rewarded with regard to their individual performance.
Net Promoter Score
Percepta German Market 2007
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Jan
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%ofPromoters-%ofDetractors
Net Promoter Score
Percepta is a global customer contact specialist talking to over 4 million people on behalf
of clients across the world on behalf of organisations such as Jaguar, Land Rover, AGA,
AGCO, Helm, Volvo and Ford. We partner with you to build trust in your brand,
through the contact we have with your customers, at every stage of the lifecycle.
For further information on how we can support your contact centres.
Call Samantha Lee on:
Office: +44 (0) 141 571 3400 or email: samantha.lee@percepta.com
Impact of Courtesy Calls on Customer
Satisfaction*
Sep 07 Oct 07 Sep 07 Oct 07
Performed Courtesy Calls by phone 72% 75% 7,7 7,9
Letter sent because customer has not been
available on three different occasions
19% 19% 6,1 6,7
Surveys without Courtesy Calls at all 9% 6% 4,9 5,0
Sep 07 Okt 07
Complete Impact of Courtesy Calls on
Customer Satisfaction*
2,2 2,5
*Customer Satisfaction is measured on a scale from 1.0 to 10.0
Percentage of all
Surveys
Customer
Satisfaction
Index