Voice of Customer Program Design
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Voice of Customer Program Design - Capturing Customer Feedback across All Interactions is a Keynote presentation delivered by Mohamad El-Hinnawi at the International Customer Experience Management Summit held in Istanbul on September 2014.
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Voice of Customer Program Design
- 1. VoC Program Design Capturing Customer Feedback Across All Interactions COPYRIGHT © All rights protected and reserved International Customer Experience Management Summit Istanbul, Turkey - September 24th, 2014
- 2. 2 • Introduction: Importance of VoC • How was it done in the Lebanese Market? – CX Framework – Customer related metrics – Correlation of metrics • How does the VoC flow within the organization? • Observation Content
- 4. 4 Silent Customers A silent customer is a dangerous customer. You don’t know what they’re thinking. Be Proactive and ask. -Shep Hyken
- 5. 5 Customers in the Blind Spot http://www.fortheinjured.com/blind-spot-accident.html#top
- 6. 6 Customers in the Blind Spot Statistics from the National Highway Traffic Safety Administration show that nearly 840,000 blind spot accidents occur each year in the United States resulting in 300 fatalities http://www.fortheinjured.com/blind-spot-accident.html#top
- 7. 7 Customers in the Blind Spot According to Financial Training Services, 96% of unhappy customers don’t complain, however 91% of those will simply leave and never come back
- 8. 8 Front Porch Theory Reference: The Front Porch Theory – Cam Cornelius (https://www.linkedin.com/pulse/article/20140414215839-33120216- the-front-porch-theory)
- 10. 10 OK, let’s buy a Technology Platform ….
- 11. 11 ….. And rebuild our KPI reporting model
- 12. 12 How was it done?
- 13. 13 CX Blueprint Organization Data Processes Systems Identify Visualize Measure Analyze RecommendTrainTransform Dimensions* Transformation Stages Enablers 1 2 3 4 567 Strategy Design Culture Governance Voice of Customers Understanding *Dimensions based on Forrester’s Outside In
- 14. 14 VoC Collection Modes Mode Relational Transactional Qualitative Quantitative Monthly survey to customers asking about their satisfaction with the company in general, touchpoints, prices, quality of service, and willingness to recommend. Surveying customers within 48 hours of completing a certain transaction and asking about the satisfaction with this specific transaction. Focus groups, customer observation, crowd sourcing, sentiment analysis, etc… Detailed satisfaction surveys both on relational and transactional basis.
- 15. 15 CX Blueprint: Dimensions - VoC Dimensions Description Strategy Design Culture Governance Voice of Customers Understanding Executive Board Monthly CSAT Transacti onal USSD Website Email & SMS OVS NPS WoMI CES NTS Stage 1 Tx 1 Stage 2 Stage x Tx 2 Tx 1 Tx 2 Tx 1 Tx 2 F2F Call Center Social Media Mobile App Web & Email
- 16. 16 CX Blueprint: Dimensions - Understanding Dimensions Description Strategy Design Culture Governance Voice of Customers Understanding Demographics Attitude/Personality Usage Behavior Interests & Hobbies Gender, age group, social class Competent, Steady, Director, Influencer Sports, Music, Movies, Shopping, etc.. Trendy, Conservative, High Value, Below 0 Understanding Customers needs and expectations, by surveying and observation and then building Customer Advocacy PERSONAS
- 17. 17 CX Blueprint: Transformation Stages - Measure Transformation Stages Description Identify 1 Visualize 2 Measure 3 Analyze 4 Recomme nd 5 Train 6 Transform 7 1 2 3 4 5 6 7 8 9 10 Detractors Passives Promoters 1 2 3 4 5 6 7 8 9 10 Pain Neutral Delight 1 2 3 4 5 6 7 8 9 10 High Effort Medium Effort Low Effort NPSOVS/CSATCES
- 18. 18 Word of Mouth Index (WoMI) 1 2 3 4 5 6 7 8 9 10 Detractors Passives Promoters “How likely are you to recommend company to others?” Net Promoter Score 1 2 3 4 5 6 7 8 9 10 Not at all Likely Neutral Ext. Likely “How likely are you to discourage others from doing business with this company?” Likeliness to discourage Word of Mouth Index (WoMI) True Promoters True Detractors Recommend % of 9’s and 10’s Discourage % of 9’s and 10’s -
- 19. 19 Focus of Different Metrics Product 1 Company Brand 1 Brand 2 Brand X Product 2 Customer care Network Other services / touch points Product 3 Product 4 Product 5 Product X Customer care Network … … … NPS NPS Most appropriate survey tool Focus Areas OVS WoMI OVS Loyalty Most appropriate survey tool CES
- 20. 20 Build-up of Holistic CX Metric – Overall Satisfaction Weight Performance Based on importance from Focus Groups and Customer Surveys, a weight was developed for each customer related attribute. Performance rating based on customer responses to each of the surveyed attributes.
- 21. 21 Contact Center Products & Services Build-up of Holistic CX Metric – Overall Satisfaction Overall Satisfaction Service Quality Attributes Factors/Di mensions Overall Satisfaction Web Social Branches CallCenter EaseofUse Validity Value Qualityof calls Data throughput Stabilityof connection ILLUSTRATIVE
- 22. 22 Contact Center Products & Services Build-up of Holistic CX Metric – Overall Satisfaction Overall Satisfaction Service Quality Attributes Factors/Di mensions Overall Satisfaction 5% 10% 5% 5% ….. 15% 12% 8% ILLUSTRATIVE
- 23. 23 Correlation between Scores Satisfaction Effort ILLUSTRATIVE NPS: 9-10 NPS: 7-8 NPS: 1-6
- 24. 24 Customer Metrics vs. Internal KPIs 961-xxxxxxxx 8 961-xxxxxxxx 4 961-xxxxxxxx 3 961-xxxxxxxx 9 961-xxxxxxxx 3 961-xxxxxxxx 6 961-xxxxxxxx 6 …….. …….. …….. MSISDN NPS DCR Internal KPI’s CSSR Block % # of complaints Avg. Bill 0 $ 97.32 0 $ 23.37 3 $ 132.23 1 $ 96.37
- 25. 25 Customer Buckets Metric Comparison Customer Buckets Bucket 1 Bucket 2 Bucket 3
- 26. 26 How does the VoC flow within the organization?
- 27. 27 CX Blueprint: Dimensions - Governance Dimensions Description Strategy Design Culture Governance Voice of Customers Understanding Executive Board CEM Center of Excellence Decision Design, Planning& Coordination Execution Marketing Sales Customer Care HR …. IT
- 28. 28 Flow of VoC Collect Analyze Distribute Evaluate Respond Improve Assess Educate Promise Transformation Programs Marketing Sales Customer Care HR…. Improvements
- 29. 29 The Power of “WORD OF MOUTH”
- 30. 30 Thank YOU! @ Mohamad El-Hinnawi @mdhinnawi