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The Customer Code
Customer Experience
© TNS 2014
A live TNS webcast
The shift
Customer Experience
© TNS 2014
Be prepared
“Customers are bypassing existing business models
in favour of their unique experience and requirements,
espec...
The new world order
Less control
Less share
of voice
Less loyalty
More
information
More
transparency
Customer Experience
©...
Customer experiences are complex beasts
Customer Experience
© TNS 2014
Many moving parts for a few sustainable memories
Responsiveness
Point of sales
Service
FAST DELIVERY
Accuracy of invoice
V...
Unlocking your Customer Code
Customer Experience
© TNS 2014
Do you know what makes your
customers stay or go?
Customer Experience
© TNS 2014
customers stay or go?
Customers love IKEA
Customer Experience
© TNS 2014
775 million visits
in 2013
$29.2 billion
turnover
345 stores
in 42 coun...
A Saturday morning at IKEA…
Checkout
Where
are we?
Lost!
I think I found
myself
Customer Experience
© TNS 2014
Entrance
ar...
… can be exhausting… but a memorable experience…
Customer Experience
© TNS 2014
…and despite all the challenges, I will go back
Customer Experience
© TNS 2014
A world of insight
40,000 interviews
Customer Experience
© TNS 2014
20 markets
Qualitative interviews
with CMOs
The gap
Customer Experience
© TNS 2014
The gap
Performance is necessary, but not sufficient
Performance
82 TRI*M Index
67
Performance
TRI*M Index
Customer Experience
© T...
Mind the gap
69 TRI*M Index
Performance 80
22
Customer Experience
© TNS 2014
Source: TNS customer insight surveys 2013/201...
80
40
The performance to preference gap
21
32
35
Customer Experience
© TNS 2014
40
0
The market leader In trouble The chal...
The context
Customer Experience
© TNS 2014 18
Context shapes how we perceive the world
Customer Experience
© TNS 2014
Everything looks good!
You are not alone
Customer Experience
© TNS 2014
Strong
relationship
Moderate
relationship
Weak
rel...
71%
The bank operates in a fiercely competitive market
26%
Customer Experience
© TNS 2014
71%Consider using other banks
So...
Does everything look good?
Customer Experience
© TNS 2014
Strong
relationship
Moderate
relationship
Weak
relationship
14% ...
Even a strong relationship is no guarantee for
exclusive loyalty
My bank is great – but
there are others out
there who are...
Customers are individuals –
not averages
Customer Experience
© TNS 2014
not averages
Individual context can trigger a change in
customer behaviour
At risk
Customer Experience
© TNS 2014
70%
of retail banking...
This is what happens when the honeymoon is over –
understanding different stages in the customer lifecycle
Three
months
Si...
Connecting the dots
“Like most organisations we have a combination of market data
and of operational data and the challeng...
Where to focus your
investments
Customer Experience
© TNS 2014
investments
Companies need to
understand the impact in
terms of gain or loss
Cloud
services
Network
coverage
Innovative
products
Proce...
Threattorelationship
Where to focus resources to deliver the optimal
customer experience?
Network
coverage
Innovative
prod...
Customers
are unique
Data
integration
is key
The principles underpinning our approach
Best is not
always right
Context
mat...
The optimal return
Customer Experience
© TNS 2014
The optimal return
Striking the balance – Return on relationship
Sales(US$)
600
700
800
Optimal
balance
Sales:
+ 10%
Strength of
relationship...
Crack the Customer Code
– Make an impact – Achieve the optimal return
Individual
context
Competitive
context
Relationship
...
We help you make winning customer decisions
Customer Experience
© TNS 2014
Find out more: www.tnsglobal.com/customer-code
...
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Tns Customer code _ webcast mar2014

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Tutti noi sapppiamo quanto è cambiato il mondo negli ultimi anni. Internet e la tecnologia digitale hanno modificato radicalmente il nostro modo di comunicare, di lavorare, di acquistare, di condividere le esperienze che viviamo. Dal momento che la formazione del ricordo è uno dei principali driver della Relazione, quando valutiamo la Customer Relationship, comprendere come viene cristallizzato il ricordo è nevralgico. Inoltre, diventa indispensabile valutare le attese del Cliente e cosa può influenzare il suo comportamento. Noi lo consideriamo il Customer Code: la relazione fra le attese e le performance reali e rilevanti che il vostro cliente si aspetta da voi. Bisogna dunque focalizzarsi su un livello di performance reali ed attese, dei vostri Clienti e solo su quelle, servizi, customer care, internet, tralasciando quelle meno rilevanti per il Cliente stesso.

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Tns Customer code _ webcast mar2014

  1. 1. The Customer Code Customer Experience © TNS 2014 A live TNS webcast
  2. 2. The shift Customer Experience © TNS 2014
  3. 3. Be prepared “Customers are bypassing existing business models in favour of their unique experience and requirements, especially with instant access to peer reviews, competitor offerings, and pricing… With the advent of social media and transparency, customers control this relationship.” Customer Experience © TNS 2014 control this relationship.” Jonathan Becher Chief Marketing Officer, SAP
  4. 4. The new world order Less control Less share of voice Less loyalty More information More transparency Customer Experience © TNS 2014 Less profit More choice
  5. 5. Customer experiences are complex beasts Customer Experience © TNS 2014
  6. 6. Many moving parts for a few sustainable memories Responsiveness Point of sales Service FAST DELIVERY Accuracy of invoice Value for money After-salesservice Call centre hours Shop hours Company newsletter Internet news Exciting Social media Information materials Word-of-mouth Reliable Customer Experience © TNS 2014 Product quality Responsiveness FAST DELIVERY ONLINE REVIEWS Reliable Order processAccuracy of delivery Value for money Friendliness Availability Rating sites Care about me Competence Complaint handling Trust Magazine articles Newspaper articles Exciting Companywebsite Blogging Complaint resolution
  7. 7. Unlocking your Customer Code Customer Experience © TNS 2014
  8. 8. Do you know what makes your customers stay or go? Customer Experience © TNS 2014 customers stay or go?
  9. 9. Customers love IKEA Customer Experience © TNS 2014 775 million visits in 2013 $29.2 billion turnover 345 stores in 42 countries and growing
  10. 10. A Saturday morning at IKEA… Checkout Where are we? Lost! I think I found myself Customer Experience © TNS 2014 Entrance are we?
  11. 11. … can be exhausting… but a memorable experience… Customer Experience © TNS 2014
  12. 12. …and despite all the challenges, I will go back Customer Experience © TNS 2014
  13. 13. A world of insight 40,000 interviews Customer Experience © TNS 2014 20 markets Qualitative interviews with CMOs
  14. 14. The gap Customer Experience © TNS 2014 The gap
  15. 15. Performance is necessary, but not sufficient Performance 82 TRI*M Index 67 Performance TRI*M Index Customer Experience © TNS 2014 67 Preference
  16. 16. Mind the gap 69 TRI*M Index Performance 80 22 Customer Experience © TNS 2014 Source: TNS customer insight surveys 2013/2014 58Preference
  17. 17. 80 40 The performance to preference gap 21 32 35 Customer Experience © TNS 2014 40 0 The market leader In trouble The challenger Source: TNS customer insight surveys 2013/2014 – a Western European service provider market Performance Preference
  18. 18. The context Customer Experience © TNS 2014 18
  19. 19. Context shapes how we perceive the world Customer Experience © TNS 2014
  20. 20. Everything looks good! You are not alone Customer Experience © TNS 2014 Strong relationship Moderate relationship Weak relationship 14% 46% 40% 71 TRI*M Source: TNS Customer Insight Surveys 2013/2014 – A retail bank in a BRIC market
  21. 21. 71% The bank operates in a fiercely competitive market 26% Customer Experience © TNS 2014 71%Consider using other banks Source: TNS customer insight surveys 2013/2014 – a retail bank in a BRIC market 26%Business at risk
  22. 22. Does everything look good? Customer Experience © TNS 2014 Strong relationship Moderate relationship Weak relationship 14% 46% 40% 71 TRI*M Source: TNS customer insight surveys 2013/2014 – a retail bank in a BRIC market
  23. 23. Even a strong relationship is no guarantee for exclusive loyalty My bank is great – but there are others out there who are equally good – so why not try a different one? I don‘t like my bank – but currently I see no real alternative Customer Experience © TNS 2014 Strong relationship Moderate relationship Weak relationship Low Medium 14% 46% 40% 71 TRI*M Projected risk to business: High
  24. 24. Customers are individuals – not averages Customer Experience © TNS 2014 not averages
  25. 25. Individual context can trigger a change in customer behaviour At risk Customer Experience © TNS 2014 70% of retail banking customers say switching is inconvenient But moving house almost doubles the probability to shift share of spend Source: TNS customer insight surveys 2013/2014
  26. 26. This is what happens when the honeymoon is over – understanding different stages in the customer lifecycle Three months Six months Twelve months Eighteen months Constant performance Customer Experience © TNS 2014 Source: TNS Customer Insight Surveys 2013/2014 – Retail bank in a BRIC market months months months Eighteen months
  27. 27. Connecting the dots “Like most organisations we have a combination of market data and of operational data and the challenge is bringing different views together in a way that can be actioned on. Our big priority is to get actionable insights for front line teams in customer service and sales.” Julie Woods-Moss Chief Marketing Officer, Tata Communications Customer Experience © TNS 2014 Chief Marketing Officer, Tata Communications
  28. 28. Where to focus your investments Customer Experience © TNS 2014 investments
  29. 29. Companies need to understand the impact in terms of gain or loss Cloud services Network coverage Innovative products Processes Customer Experience © TNS 2014 … to make decisions on where to improve organisational performance Point of sales Emotional affinity Staff
  30. 30. Threattorelationship Where to focus resources to deliver the optimal customer experience? Network coverage Innovative products Customer Experience © TNS 2014 Threattorelationship 58 Gain in relationship Cloud services
  31. 31. Customers are unique Data integration is key The principles underpinning our approach Best is not always right Context matters Customer Experience © TNS 2014 is key
  32. 32. The optimal return Customer Experience © TNS 2014 The optimal return
  33. 33. Striking the balance – Return on relationship Sales(US$) 600 700 800 Optimal balance Sales: + 10% Strength of relationship + 10 points Sales: + 1.5% Strength of relationship + 10 points Customer Experience © TNS 2014 -50 -25 0 25 50 75 100 125 150 Sales(US$) Strength of relationship 200 300 400 500
  34. 34. Crack the Customer Code – Make an impact – Achieve the optimal return Individual context Competitive context Relationship strength Spend more or less? Stay or go? Customer experiences Product Process Company performance Customer behaviour Customer Experience © TNS 2014 Speak positively or negatively? more or less?experiences across… People Emotion
  35. 35. We help you make winning customer decisions Customer Experience © TNS 2014 Find out more: www.tnsglobal.com/customer-code For further info: Cristina Colombo Customer Experience and Employee Engagement Practice Lead cristina.colombo@tnsglobal.com

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