This document summarizes a presentation about creating an effective Voice of the Customer (VOC) process. The presentation covered:
1) Eight factors leading to an effective VOC process, including well-defined ownership, unified data collection, integration of multiple data sources, and clear revenue/profit implications.
2) Recent survey results showing that most companies primarily use traditional survey and complaint data, underutilize operational data, and only a third integrate data to provide a full view of the customer experience.
3) Why most VOC processes lack impact - they do not estimate revenue effects, focus on root causes, or determine if actions had impact. An effective process addresses these issues.
Technology Trends Customer Insight, a copy of the presentation delivered by Giles Pavey, Head of Retail Solutions, dunnhumby from the CIM East of England Summer Marketing Conference held on 9 June 2011 at ARU, Chelmsford
Introduction to Reliable Business Case, the reliable method for investments in business improvement. the free RBC Excel Tool can be downloaded from http://www.reliablechange.eu and offer Return on Investment(ROI), benefit-Cost Ratio(BCR), cash flow, payback, Internal Rate of Return(IRR), benefits analysis, net present value (NPV) and more. The methodology increase the likeliness the benefits will occur in reality. Quick and easy business case method. The RBC Excel Tool can compare up to six alternatives, offer documentation of benefits, formulas, dependencies, risk, and more.
Technology Trends Customer Insight, a copy of the presentation delivered by Giles Pavey, Head of Retail Solutions, dunnhumby from the CIM East of England Summer Marketing Conference held on 9 June 2011 at ARU, Chelmsford
Introduction to Reliable Business Case, the reliable method for investments in business improvement. the free RBC Excel Tool can be downloaded from http://www.reliablechange.eu and offer Return on Investment(ROI), benefit-Cost Ratio(BCR), cash flow, payback, Internal Rate of Return(IRR), benefits analysis, net present value (NPV) and more. The methodology increase the likeliness the benefits will occur in reality. Quick and easy business case method. The RBC Excel Tool can compare up to six alternatives, offer documentation of benefits, formulas, dependencies, risk, and more.
Make money with big data by organizing your company around your customers. I presented this deck at the Cybera Big Data #cybersummit 2012 in Banff, Canada. In it, I talk about customer loyalty, how to use driver and linkage analysis to sort out both what's important to your customers and what will drive sustainable revenue for your business. Case studies include a SaaS software company, and U.S. Hospital patient experience data based on HCAHPS patient surveys from 4,610 health care facilities nationwide.
To keep pace with the ever increasing demand for real-time customer service, shifting to mobility has become inevitable for the insurance industry. In
today's scenario, where real-time servicing of customer requests 'on the fly' has become a norm, mobile technology seems ideally positioned to
enable insurers gain a competitive advantage. Mobile solutions enable faster and improved communications between customers, field agents,
and the central processing office of the insurer.
Adopting mobile technology can help insurers
enhance customers' experiences, increase
productivity, while keeping a check on costs, and
mitigating operational risks.
Retailing today involves a lot of moving parts – and all of those parts include people. From promotion execution to store operations, workforce management is becoming an integral part of how all strategies are ultimately delivered to the consumer. This complexity is only heightened by the emergence of connected consumers as stores looks to arm their associates with mobile devices and build multichannel touch points.
This webinar will present real-world examples of how leading retailers are connecting labor allocation at the store level against analytics around key performance indicators, such as:
• Store traffic
• Promotion execution
• Sales targets
• Customer experience management
• Shopper loyalty programs
Disruptive Data Science - How Data Science and Big Data are Transforming Busi...EMC
An examination of the trends of Big Data and Advanced Analytics as well as the technology, services and education needed to thrive in this new field. This session explores examples of true industry-disruptive analytics-driven transformations and the catalysts for transformation. Examining the role of people is paramount to success in order to develop a high-performing data scientist team - starting today.
Critical 5 process thinking strategy in customer serviceThe Jamilah H
Putting Process Thinking is a Customers Service operations. This is a presentation at Malaysia's 3rd Lean Six Sigma Summit held at Swiss Garden Hotel, KL in November 2012.
A presentation shared at the Webinar - #100 Social Media Marketing Day @ Your Desk - 11th April 2011
In this presentation Carl Griffith will introduce you to some principles of design thinking and how these can help differentiate ordinary online engagement from extraordinary engagement
Learn how understanding your customers' deeper needs and desires can enable richer and more long-lasting engagement
Learn why understanding your customers' broader context and their journey with your brand or organization is so powerful
A sample lecture from "Law Firm Research" course at Georgetown Law. This lecture covers strategies for identifying and researching niche legal issues and marketing your expertise to potential new clients.
Make money with big data by organizing your company around your customers. I presented this deck at the Cybera Big Data #cybersummit 2012 in Banff, Canada. In it, I talk about customer loyalty, how to use driver and linkage analysis to sort out both what's important to your customers and what will drive sustainable revenue for your business. Case studies include a SaaS software company, and U.S. Hospital patient experience data based on HCAHPS patient surveys from 4,610 health care facilities nationwide.
To keep pace with the ever increasing demand for real-time customer service, shifting to mobility has become inevitable for the insurance industry. In
today's scenario, where real-time servicing of customer requests 'on the fly' has become a norm, mobile technology seems ideally positioned to
enable insurers gain a competitive advantage. Mobile solutions enable faster and improved communications between customers, field agents,
and the central processing office of the insurer.
Adopting mobile technology can help insurers
enhance customers' experiences, increase
productivity, while keeping a check on costs, and
mitigating operational risks.
Retailing today involves a lot of moving parts – and all of those parts include people. From promotion execution to store operations, workforce management is becoming an integral part of how all strategies are ultimately delivered to the consumer. This complexity is only heightened by the emergence of connected consumers as stores looks to arm their associates with mobile devices and build multichannel touch points.
This webinar will present real-world examples of how leading retailers are connecting labor allocation at the store level against analytics around key performance indicators, such as:
• Store traffic
• Promotion execution
• Sales targets
• Customer experience management
• Shopper loyalty programs
Disruptive Data Science - How Data Science and Big Data are Transforming Busi...EMC
An examination of the trends of Big Data and Advanced Analytics as well as the technology, services and education needed to thrive in this new field. This session explores examples of true industry-disruptive analytics-driven transformations and the catalysts for transformation. Examining the role of people is paramount to success in order to develop a high-performing data scientist team - starting today.
Critical 5 process thinking strategy in customer serviceThe Jamilah H
Putting Process Thinking is a Customers Service operations. This is a presentation at Malaysia's 3rd Lean Six Sigma Summit held at Swiss Garden Hotel, KL in November 2012.
A presentation shared at the Webinar - #100 Social Media Marketing Day @ Your Desk - 11th April 2011
In this presentation Carl Griffith will introduce you to some principles of design thinking and how these can help differentiate ordinary online engagement from extraordinary engagement
Learn how understanding your customers' deeper needs and desires can enable richer and more long-lasting engagement
Learn why understanding your customers' broader context and their journey with your brand or organization is so powerful
A sample lecture from "Law Firm Research" course at Georgetown Law. This lecture covers strategies for identifying and researching niche legal issues and marketing your expertise to potential new clients.
This presentation shows how Katie developed a passion for gymnastics from about 3 years old. Became 5 times British Aerobics Gymnastics Champion and on retiring from competition at the age of 22 went onto establish a business teaching gymnastics to children from in her Katie Cannon Centres in West London. I\'ve been working with Katie to develop her brand and market the business from the beginning.
This presentation was given by James Jameson, Business Unit Executive, Business Process & Decision Management, Growth Markets, at Impact 2012 in Mumbai on the 1st of June.
Listening to customers has always been at the core of successful businesses…but Today listening at scale across the social Web provides opportunities to move beyond simply understanding…it also poses some significant challenges. Listening across the social Web can serve to inform and engage your business in new ways to create and nurture new, or further strengthen existing, customer relationships
I was invited to give a talk at Eastside Incubator on how startups can incorporate customer experience management into their companies. These are the slides. You can read my blog post on this topic (http://businessoverbroadway.com/three-customer-experience-management-tips-for-startups) that are a good complement to these slides.
Leadership Strategies for High Performance Contact CentresTina Arora
This Presentation was prepared & shared by me as a Guest Speaker at a Conference on 'Customer Experience and Service Quality Excellence', organised by Gripel (www.gripel.com), on 27 and 28 May 2011.
Business Healthcheck Service By John Capper & CoJohn Capper & Co
This presentation describes our Business Health Check service. Think of it as preventative medicine for your business. What you get out of it is a measured easy to understand report on the state of your business and your action plan to respond to the findings of the Health Check
Contact Center is a Gold Mine for Customer Experience Improvement Company-wideClearAction
Customer comments in the contact center are underutilized gold mines for guiding your whole company in improving and differentiating customer experience for stronger business results.
See https://ClearAction.com/
4 overlooked key competencies in customer experience management for sustainable business results (white paper). See http://ClearActionCX.com Contact us at OptimizeCX@ClearActionCX.com
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Сервис для интернет-магазинов, который показывает персональные предложения со скидкой посетителям сайта в зависимости от их поведения. Его главная задача – продавать те товары, которые плохо продаются, не теряя (как при обычных распродажах), а увеличивая валовую прибыль
1. Creating a Voice of the Customer
Process That Has Impact
Customer Management Conference
October 23, 2012
Moscow, Russia
John Goodman
TARP Worldwide
www.tarp.com
2. Agenda
• The Opportunity: How the VOC leads to CE impact
• Eight factors leading to an effective VOC
• Critical data sources and integrating them (surveys,
contact centers, operations and employee input)
• Creating the economic imperative for action
• Myths about service
• Grade yourself
2
3. About TARP
• Founded in 1971—41 years of customer experience leadership
– White House Complaint Studies 1970s-80s (instigated 800#s and GE
Answer Center)
– Assisted 6 Baldrige Winners and 43 Fortune 100 Companies
– Initiated concept of “word of mouth” (TARP/Coca-Cola 1978 Study) and
“word of mouse” (eCare and Click & Mortar studies 1999)
• Credited with developing the approach
for quantifying the impact of quality
on revenue, cost & WOM for companies
like McDonalds, Toyota/Lexus, IBM,
Harley Davidson, Cisco Systems, Xerox,
3M, HP, Honda, Hyundai, Pepsi Cola,
Apple, Frito-Lay, Coca-Cola, Mercedes-
Benz, Merck, Amway, Lexmark, Allstate,
Cathay Pacific, Shell Oil and Qualcomm.
3
6. Building an Effective VOC: Six Big Ideas From
Strategic Customer Service
1. Staff doesn’t cause most customer dissatisfaction –
sales, products, processes and customers do
2. It is cheaper to give great service than just good
service, the revenue payoff is 10-20X the cost
3. People are still paramount – make the front line
successful with flexibility and clear explanations
4. Deliver technology that customers will enjoy –
delivering psychic pizza via any channel
5. Sensibly create remarkable delight
6. An effective Voice of the Customer includes all kinds
of data describing the overall customer experience
6
23. Set Priorities Based on Revenue Damage
& Customers at Risk
Overall Problem % Won’t % Customers
problem experience freq recommend potentially lost
(45%) (%)1 Will not2
Meeting promised delivery
27 10.5 1.3
dates
Product availability within
23 0.0 0.0
desired time frame
Meeting commitments/follow
21 30.0 2.8
through
Equipment/system fixed right
20 22.2 2.0
first time
Adequate post-sale
19 10.0 0.9
communications
Returning calls 16 33.3 2.4
Minimum customers at risk 9.4%
Proprietary and Confidential TARP Worldwide
1 Based on multiple problem
selection
2 Based on will not repurchase only 23
25. Great Service Is A Word of Mouth
Management Mechanism
10% Tell
two = 2,000
delighted
10,000
customers 80% Tell
one = 8,000
satisfied
Tell = -6,000
10%
dissatisfied six
4,000
10% decrease in dissatisfaction results in net positive WOM
Proprietary and Confidential TARP Worldwide
25
26. Problems Raise Sensitivity to Price,
Hindering High Margins
Percent of customers dissatisfied with fees rises with number of problems.
90%
80% 74%
% Dissatisfied with price or fees
70%
60%
46%
50%
40%
30% 22%
20% 10%
10%
0%
No problems 1 problem 2 to 5 problems 6 problems or
more
26
30. Summary
• Create a unified VOC including operational data to identify
best opportunities
• Understand root cause including customer caused
• Quantify the revenue and WOM so CFO accepts
• Take control of the VOC and then become the Chief
Customer Officer
• Proactively educate, connect, explain and deliver psychic
pizza
• Outlined in detail in Strategic Customer Service published
by AMACOM – on Amazon for <$20.
• For package of articles - jgoodman@tarp.com or 703-284-9253
30
Editor's Notes
7
This graphic portrays the overall client experience. Read the chart from the left, walking the audience first through problem experience, then complaining rate then outcome of complaining. Define the three outcomes, satisfied, mollified, and dissatisfied. For this chart, satisfied is “completely satisfied with the action taken to resolve a problem”. Mollified is “‘not completely satisfied but the response is acceptable” or “not completely satisfied but some action was taken”. This is a so-so reply. The bottom category is “dissatisfied” and “dissatisfied, no action taken” on the complaint. Point out the resulting loyalties on the right hand side. No problem is the highest at 90%. Satisfied complainants are also 90% loyal. In some environments, their loyalty is actually higher than those with no problem but research in this industry does not show that – possibly because clients have to be persistent to get things fixed rather than one call and resolution is accomplished. Also point out that mollified patients have 30% lower loyalty than satisfied complainants, meaning that for every three clients who are mollified, one who will likely not buy again. Also point out that non-complainants are actually more loyal than mollified complainants. Therefore, if they complain you must satisfy them if you are to get a return on your complaint handling investment. The good news is that it is not that hard to satisfy the client.
50
50
32
Ask each dealer to grade themselves on each function. Ask the group which is the weakest functions. Stress that ServiceMaster can help in those areas and that one or two customers will pay for the whole program.