Customer Experience Measurement Framework Customer Journey Analytics Methodologies Tips for Deliver Solutions

1. 客戶旅程優化：談測量、分析與落地
Measuring and Improving Customer
Experience with Journey Analytics
Angie Hsu 徐紹婷
WiDS Taipei Conferenece 2020

2. Angie Hsu 徐紹婷
• 遠傳電信 - 資深數據分析師 (2015.02-現在)
- 經歷: 企業策略發展辦公室/ 客戶價值管理/
客戶體驗管理/ 財務事業群/ 數據分析暨客戶旅程管理部
- 專案經驗橫跨: 策略、行銷、通路規劃管理、網路訊號優
化、異業結盟、催收績效提升、 小額代收代付客戶分群…
• R Ladies Taipei Co-Organizer
• D4SG- Data Science for Social Good
專案成員 & Mentor
• Girls in Tech/ Women Who Code 志工
• 清華大學經濟系
• 中山大學企業管理研究所
https://www.linkedin.com/in/angie-hsu-shaoting/

3. • Customer Experience Measurement Framework
• Customer Journey Analytics Methodologies
• Tips for Deliver Solutions
Agenda

4. Why Customer Experience is Important
Stay
Churn
Enhance customer experience
Build customer loyalty
Increase customer lifetime value

5. The Key Metric
Customer Lifetime Value
Incremental Cost
Optimize the resources
(employees, goods, financial)
Increase CLTV through improving customer experience

6. • Customer Experience Measurement Framework
• Customer Journey Analytics Methodologies
• Tips for Deliver Solutions
Agenda

7. Customer Experience Measurement Framework
CX LTV
Touch point
delivery
Customer journey
and perception
Customers
behaviors
• Cost
• Quality
• Speed
Loyalty Behavior
Touch
points
Key measurement
• CEI
(experience
index)
• CES (effort
scoring)
• CSAT
• NPS
• Preference
• Churn
• Usage
• ARPB
• Influence
(WOM)
• Customer
Lifetime Value
(Future
Contribution)
CXCX
Source: https://wotsthebigidea.com/identify-customer-touchpoints/
Customers Experience Management

8. Customer Loyalty Survey
Third-Party Agency Internal• Who Conduct the
Survey:
• Survey Channels:
• Questionnaires:
• Target respondents: Customers who experienced each touchpoints/ journeys
Agent Auto-Dialer SMS Email App Pop-Up
Customer Satisfaction Score
(CSAT)
Net Promoter Score
(NPS)
How would you rate your experience
with your … (e.g. recent support
requirement)?
On a scale of 0-10 how likely would it be
for you to recommend [company name] to
a friend or colleague?

9. Loyalty Indicators- NPS
Source:http://www.bebit.com.tw/nps-intro-2/

10. How to Improve Customer Loyalty Survey Method
• Get more respondents:
• Reduce the costs:
Cover more target respondents Increase response rate
̶ Select right survey channels
̶ Adjust the messages/
questions
Automate the process
̶ Build the end-to-end process from leads generation, survey sending
and results consolidation
̶ Tools: SQL, scheduling software, Excel VBA, RPA…
̶ Eliminate the bias to set
selection rules

11. Loyalty & LTV- What is a Good Loyalty Indicator
→ A good loyalty indicator can differentiate high-
churn-rate customers vs. low-churn-rate customers.
CSAT Score
CX LTV
Touch point
delivery
Customer journey
and perception
Customers
behaviors
• Cost
• Quality
• Speed
Loyalty Behavior
Touch
points
Key measurement
• CEI
(experience
index)
• CES (effort
scoring)
• CSAT
• NPS
• Preference
• Churn
• Usage
• ARPB
• Influence
(WOM)
• Customer
Lifetime Value
(Future
Contribution)
CXCX
Customers Experience Management
X month churn rate

12. Example: Airbnb- How well does NPS predict rebooking?
Source: https://medium.com/airbnb-engineering/how-well-does-nps-predict-rebooking-9c84641a79a7
Ask guests “How likely are you to recommend
Airbnb to a friend?”— a question called
“likelihood to recommend” or LTR

13. • Customer Experience Measurement Framework
• Customer Journey Analytics Methodologies
• Tips for Deliver Solutions
Agenda

14. Customer Journey Analytics Framework
Activities
Customer Pain-points
Identify
Solutions Discover
& Prioritize
Solution Design &
Implement
Measure and
Refine
• Internal data &
process analysis
• Research and
competitors analysis
• Customer journey
workshop
• Explore, assess,
validate solutions
• Prioritize solutions by
impact, possible
schedule and
resources
• Develop action plans
by sub-task
• Customer survey to
fine-tune solutions
• Design “to be” journey
• Design experiments
• Review key metrics
• Understand why
dissatisfied and keep
refining customer
journey
Approach
• Customer pain-
points based on
customer journey
• Solutions proposal
and priority with
expected
effectiveness
• “To be” customer
experience map
• Test-and-learn plan
• Implementation
roadmap
• Reports and
dashboards
• Fine-tune actions
Deliverables

15. Customer Journey Example: A Telco Customer
Source: https://www.infosys.com/digital/insights/Documents/omni-channel-strategy.pdf

16. Customer Journey Example: Billing Journey
Source: https://mapr.com/blog/journey-science-telecom/

17. Identify Customer Pain-Points

18. Integrating Quantitative and Qualitative Methods
活動 • 請分組 (3組) 各別討論，在XXX service中，有哪些地方我們可以做的更好？
有哪些地方對消費者使用率與滿意度有關鍵性的影響？
• 請選出一位組員，以10分鐘的時間，分享所討論出就原來Issue表中新增或
減少的部份，並說明理由與依據。
小提醒 • 請拿出你之前做的功課，看看這些與自己原來所想的是否一樣？有沒有需
要補充的或刪除的，原因為何？那些瑣碎的可以互相整合?
• 請從消費者的角度思考，感受是什麼？在這一些關鍵活動或接觸點 (Touch
Point) 理想的消費者體驗應該是什麼？
• 請思考，哪些環節，不僅影響消費者的體驗，同時也影響了你以及其他部
門工作夥伴的工作體驗？
Workshop Guidelines Example
• Customer journey map
• Workshop
• Focus group
• 1 on 1 interview

19. Customer Segmentation
Physical Semi-Physical Digital
- Most are elders
- Love to go to
stores or make
phone calls
- Call durations
are longer
- Average age:40
- Use physical
channels once
every 3 months
- Call durations
<= 5 minutes
- Younger
- Only use APP
or website
- Willing to chat
with chatbots
Example: Channel Preferences
● Descriptive analysis
● Rule-based
● Clustering algorithm
● Cross analysis

20. • Customer Experience Measurement Framework
• Customer Journey Analytics Methodologies
• Tips for Deliver Solutions
Agenda

21. Solutions
(1) Actionable: 可行性
(2) Impact: 影響人數、影響力大、提升滿意度的機會
(3) Cost efficiency: Schedule長短、Resources是否容易取得等
• Improve the touchpoints’ customer experience
• Lead the customers to other touchpoints with better experience
• How to Evaluate
̶ What are the key drivers
̶ What kind of customers have the highest conversion rate
( Apply machine learning techniques, e.g. propensity model)
̶ What treatments can convert most customers

22. Test & Learn
Test plan need to contains:
• Objectives
• Key Measurement
• Other Measurement
• Test Group Description
• Test Period
Hypothesis & Test
Analyze & Refine
Roll Out

23. Operational KPIs & Dashboards
Auto-update Timely Easy-to-Access Data-Visualized
Call Type Jan-20 Feb-20 Mar-20
A 33.7% 32.1% 33.2%
B 23.9% 22.3% 23.7%
C 12.7% 13.3% 13.4%
D 10.1% 8.3% 2.2%
E 6.1% 11.7% 16.2%
F 4.6% 3.5% 3.3%
G 1.9% 1.9% 1.6%
H 1.7% 1.6% 1.5%
I 3.5% 3.3% 2.7%
J 1.8% 2.0% 2.2%
Total 100.0% 100.0% 100.0%
Example: Monitor call type distributionsExample: Monitor NPS by time-periods
NPS
App-Browse-Time
Operational KPIs among each touchpoints drive customer experiences

24. • Get support from higher-level supervisors
• Form the mutual goal
• Make the team be advocators
• Grit- Never give up
How to Collaborate with Different Stakeholders

25. https://www.linkedin.com/in/angie-hsu-shaoting/
Prove with data
Communicate with heart
Angie Hsu 徐紹婷