Guest lecture | SZABIST -Leveraging Data Mining for Customer Loyalty
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Co -presented Guest lecture with Hina Ghufran Masood at SZABIST on Leveraging Data Mining for Customer Loyalty on Nov 06, 2015
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Guest lecture | SZABIST -Leveraging Data Mining for Customer Loyalty
- 1. Leveraging Data Mining for Customer Loyalty SZABIST 105 Campus – Nov 06, 2015
- 2. BBA & MBA Class Project Management Customer Loyalty Programs Venture Partners
- 3. Muller & Phipps Pakistan Pvt. Ltd. | www.mulphico.pk About Presenters Born in KHI, 19th Dec 1984Born in KHI, 22nd Sep 1979 Hina Ghufran Masood National Manager Customer Service Muzafer Ahmed Malik Manager Service & Quality MBA in Marketing, 2013 Project Lead, Customer Loyalty Programs Avid reader, Music n’ film lover, Football Fan People person MBA in MIS, 2001 Chair Person, Customer Loyalty Programs Avid reader, Music Listener, Coffee Lover Likes interacting with indifferent people
- 5. What is Customer Loyalty?
- 6. Customer Loyalty Is…. A result of consistently positive emotional experience, physical attribute-based satisfaction and perceived value of an experience, which includes the product or services. A result of consistently positive emotional experience, physical attribute-based satisfaction and perceived value of an experience, which includes the product or services. Muller & Phipps Pakistan Pvt. Ltd. | www.mulphico.pk
- 9. Net Promoter Approach - Mechanics Muller & Phipps Pakistan Pvt. Ltd. | www.mulphico.pk How NPA Works? “Based on your recent experience with <touch point>, on a scale from 0 to 10, how likely is it that you would recommend M&P to a friend or colleague?" Promoter Question Promoter Rating Very likely Very unlikely 10 9 8 7 6 5 4 3 2 1 0 Detractors Promoters Passives loyal, enthusiastic customers staying longer, spending more and making referrals satisfied but unenthusiastic customers being more vulnerable to competitor offerings complaining often with higher defection rate, spending less, spreading negative news Net Promoter Score % Promoters % Detractors minus = Net Promoter Score Note: passives are ignored for the NPS calculation
- 10. Introduction to Net Promoter Approach Muller & Phipps Pakistan Pvt. Ltd. | www.mulphico.pk
- 11. Net Promoter Approach –Process flow Muller & Phipps Pakistan Pvt. Ltd. | www.mulphico.pk First call is made to customer (either from business itself or from an outsourced client) to obtain rating on a scale of 0-10 The rating is between 0 – 8; i.e. Detractor or Passive Second call is made from a designated representative from organization to enquire reason for dissatisfaction or what went wrong.
- 12. Winning Customer Loyalty – Data Mining Muller & Phipps Pakistan Pvt. Ltd. | www.mulphico.pk What to do with the available data and how to utilize it fully? Findings from 2nd call gives customer insight and reason for dissatisfaction, known as Quick Wins Quick Wins are action items which enables a business to correct what went wrong in the first place By providing timely appropriate solution you win customer & their Loyalty by applying
- 13. Implementation Examples Muller & Phipps Pakistan Pvt. Ltd. | www.mulphico.pk
- 14. Implementation Examples Muller & Phipps Pakistan Pvt. Ltd. | www.mulphico.pk Thank you
Editor's Notes
- Greeting and brief by Hina
- Presenter: Hina will introduce self and then will invite Muzafer for his intro
- Presenter: Hina What is Trust??? Look for answers like belief, faith, certainity, assurance, reliance, confidence etc…. Do you think any service provider can literally Trust His customer? Look for answers…..YES ….Why??? Positive and Emotional Experience….And Increased Revenues, Profits etc….. Lets say SZABIST as a brand will trust its Student to tell success stories….Would you like to share any??? Look for atleast 2 and then pick the Good Service Element…. Means you are loyal to SZABIST….YES OR NO!!!!
- Presenter: Muzafer Ok when we say Loyalty what we mean literally? Loyalty is something when someone keeps coming back to you, means repeated interactions Loyalty is when people are forgiving when things go wrong Loyalty is when they recommend you to others….
- Presenter: Hina Now that we know what loyalty is ….lets see how to gauge or should we say what are the programs available today that helps us to drive loyalty?
- Presenter: Hina NPA known as Net Promoter Approach….. A very well know program that embodies as a litmus test as how your customers perceive your service on the basis of last interaction. It’s a scale whereby one can review the Detractors, Passives and Promoters of the business….. More will be briefed by Muzafer
- Presenter: Muzafer Explain how Net Promoter Score is calculated?
- Presenter: Hina Whatever service customer will experience he will perceive the level as per his mindset. And we all know that perception fortunately or unfortunately is reality…..
- Presenter: Muzafer The focus is to utilize NPA platform towards one direction of creating a customer engagement culture in the organization. Explain outsource logic Explain action respective to rating… Explain TPE & TPL’s roles
- Presenter: Muzafer Data Mining: What to do with the available data & how to utilize it fully -Identify problem -Correct mistakes/ service recovery -Great service quality
- Presenter: Muzafer Some of the famous brands associated with Net Promoter Approach
- Presenter: Hina It is very important to know that if we keep on motivating our employees they will deliver great Service Quality to customers which will give company Loyal Customers who would keep coming back to them because of great experience and ultimately company will be enjoying profits….Thank you for your time and learning!