SlideShare a Scribd company logo
COMPANY
TOWARDS THE
consumer-activated
I’m Matthias
34 years, living in Ghent area (Belgium), in
love with Jolien.
#beer #books #music #soccer #technology
Graduated from K.U. Leuven as Business
Engineer, joined InSites Consulting 8 years
ago, and now serving numerous technology
companies & financial services institutions
in the role of Senior Research Manager.
#dashboarding #tech&services #marketing
#research
Content wise my focus is on customer
experience management and research,
guiding company’s in their processes to
better understand customer experiences
and be more customer centric.
#actionability #cexp #customerjourneys #nps
@DUSSE_
I’m Eefje
25 years, living in Ghent and working as a
research consultant for InSites since 2012.
Our mission at InSites Consulting consists
of bringing consumers in the boardroom of
organisations and we help companies to
make this mind shift towards consumer
centricity and activation in everything they
do.
As a consultant, I’m involved in the project
management of numerous customer
experience studies.
@IINSITES
Top 10 most
innovative
marketing
research
agency of the
world (GRIT 2014)
Global Community Moderator Network
across +50 countries
Proud to work for +30% of the world’s global brands
We have been
cheered by the
industry with
more than 25
international
awards
New York
London
Sydney
Rotterdam
Ghent
Timisoara
Our vision on
contemporary
marketing is
evangelized
through our
best-selling
books.
@DUSSE_
TRENDS IN
CEXP
@DUSSE_
FROM
CUSTOMER
service TO
CUSTOMER
activation
@DUSSE_
TRENDS IN
CEXP
C(E)X(P)
@DUSSE_
TRENDS IN
CEXP
@DUSSE_
TRENDS IN
CEXP
TRENDS IN
CEXP
@DUSSE_
C
B
TRENDS IN
CUSTOMER
EXPERIENCE
research
@DUSSE_
TRENDS IN
CEXP
One size
doesn’t fit all
#1
TRENDS IN
CEXP
@DUSSE_
TRENDS IN
CEXP
@DUSSE_
TRENDS IN
CEXP
@DUSSE_
TRENDS IN
CEXP
@DUSSE_
% promoters - % detractors
TRENDS IN
CEXP
@DUSSE_
TRENDS IN
CEXP
@DUSSE_
% top 2 - % bot 2
TRENDS IN
CEXP
@DUSSE_
Increased
spending
Repurchasing
NPS
CSAT
CES
#2
In the heat of the
moment
TRENDS IN
CEXP
@INSITES
TRENDS IN
CEXP
@INSITES
TRENDS IN
CEXP
@INSITES
t o u c p i t s
company / product / service
customers
h o n
TRENDS IN
CEXP
@INSITES
company / product / service
customers
customer experience
TRENDS IN
CEXP
@INSITES
customer experience
t o u c p i t sh o n
customer journey
TRENDS IN
CEXP
@INSITES
closed
feedback
loop
TRENDS IN
CEXP
@INSITES
Closed Feedback Loop WHY
SHARE
Share customer feedback with the
customer support employee(s)
responsible for the customer
experience.
EMPOWER
Empower these employees to take
appropriate action on the feedback
provided.
INTERACT
Allow these employees to interact
directly with customers to resolve
issues and inform them of what
actions would be taken.
ENHANCE
Enhance the customer experience of
the customer support
STRENGHTEN
Strengthen customer relationships
STAND OUT
This actionability will help to stand
out from your competitors in the
marketplace.
action management system
TRENDS IN
CEXP
@INSITES
Closed Feedback Loop WHAT
Customer
Service
detect critical
incidents & improve
relationships
Sales
follow up on the
customer’s request
to be contacted by
his contact person
“relational” “commercial”
Renovation of
the CEXP
program
#3
TRENDS IN
CEXP
@INSITES
TRENDS IN
CEXP
@INSITES
TRENDS IN
CEXP
@INSITES
Max 5 mins
Open
comments
Right
measures
Right moment
Brand identification
& consistency
are key!
#4
TRENDS IN
CEXP
@INSITES
TRENDS IN
CEXP
@INSITES
TRENDS IN
CEXP
@INSITES
Identification Consistency
Satisfaction Repurchase
#5
Mobile Mobile
Mobile Mobile
Mobile Mobile
TRENDS IN
CEXP
@DUSSE_
TRENDS IN
CEXP
@DUSSE_
penetration devices
53%
67%
69%
TRENDS IN
CEXP
@DUSSE_
mobile internet evolutionsource: wijs.be
2%
7%
17%
23%
2011 2012 2013 2014
TRENDS IN
CEXP
@DUSSE_
TRENDS IN
CEXP
@DUSSE_
TRENDS IN
CEXP
@DUSSE_
Feedback collected immediately after
an event is 40% more accurate than
feedback collected 24 hours after the
event.
Gartner Research
By 2016, more than half of all
customer service questions will be
submitted via a mobile device.
Organizations would do well to mold
their service solutions entirely on
mobile.
Steven Van Belleghem
TRENDS IN
CEXP
@DUSSE_
&
Mobile service
Mobile surveys
Helpdesk. Customer service.
Fully mobile optimized survey.
TRENDS IN
CEXP
@DUSSE_
No line!Offline?Online?
TRENDS IN
customer
experience
@DUSSE_
TRENDS IN
CEXP
Customer reviews
are king
#6
TRENDS IN
CEXP
@DUSSE_
TRENDS IN
CEXP
@DUSSE_
TRENDS IN
CEXP
@DUSSE_
which one would you choose?
TRENDS IN
CEXP
@DUSSE_
TRENDS IN
CEXP
@DUSSE_
TRENDS IN
CEXP
@DUSSE_
TRENDS IN
CEXP
@DUSSE_
easy way of interacting
references are keyIn proposals, on review sites…
Use the right
channel
#7
TRENDS IN
CEXP
@DUSSE_
TRENDS IN
CEXP
@DUSSE_
TRENDS IN
CEXP
@DUSSE_
Contact centre
Relationship centre
Availability. Consistency.
TRENDS IN
CEXP
@DUSSE_
#8
Smash
your silos!
TRENDS IN
CEXP
@INSITES
TRENDS IN
CEXP
@INSITES
Do not limit customer service to the customer service department.
Offer a consistent customer service across all departments.
Inspire & empower employees on all levels.
Be prepared for the impact. TRENDS IN
CEXP
@INSITES
Inform, train & guide your people. TRENDS IN
CEXP
@INSITES
The best service
is still no service
#9
TRENDS IN
CEXP
@DUSSE_
TRENDS IN
CEXP
@DUSSE_
TRENDS IN
CEXP
@DUSSE_
TRENDS IN
CEXP
@DUSSE_
TRENDS IN
CEXP
@DUSSE_
no service?
TRENDS IN
CEXP
@DUSSE_
self service!
TRENDS IN
CEXP
@DUSSE_
TRENDS IN
CEXP
@DUSSE_
Every company
needs a
Chief Consumer
Officer
#10
TRENDS IN
CEXP
@DUSSE_
TRENDS IN
CEXP
@DUSSE_
A chief customer officer (CCO) is the
executive responsible in customer-
centric companies for the total
relationship with an organization’s
customers. This position is relatively
new addition in the CxO hallway, and
was developed to provide a single
vision across all methods of customer
contact. The CCO is often responsible
for influencing corporate activities of
customer relations in the call centre,
sales, marketing, user interface, finance
(billing), fulfillment and post-sale
support. The CCO typically reports to
the chief executive officer, and is
potentially a member of the board of
directors.
TRENDS IN
CEXP
@DUSSE_
#2
Activation of
internal stakehol-
ders to take rele-
vant action
#1
Consumer
collaboration
initiatives
#3
Inspiring and
empowering
employees at
all levels
#4
Leverage of
results & culture
externally
#5
Impact
measurement
Lead and
coordinated
by the Chief
Consumer
Officer
“When your eyes are only
looking at the organization,
your ass is facing the
customer”
Yudai
TRENDS IN
CEXP
@DUSSE_
TRENDS IN
CEXP
@DUSSE_
TRENDS IN
CEXP
@DUSSE_
Thank
you!
TRENDS IN
CEXP
@DUSSE_
TRENDS IN
CEXP
@DUSSE_
Eefje
Battel
Senior Research Consultant
eefje@insites.eu
+32 9 269 15 36
Matthias
Dusselier
Senior Research Manager
matthias@insites.eu
+32 9 269 15 18
TRENDS IN
CEXP
@DUSSE_
Meet us in 1
of our 6
offices
Connect on
LinkedIn
Become
friends on
Facebook
Download
free content
on Slideshare
Read our
corporate
InSites
Consulting
blog
Read our
Conversation
Management
blog
Read our
How Cool
Brands Stay
Hot blog
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