1 / 33

Next Generation Customer Experience Management

Next Generation Customer Experience Management. Webinar 24 th September 2009 Roger Sant Vice President Maritz Europe. What is Customer Experience Management?. CEM is about closing the loop. Customer Feedback. Customer Experiences. Three main ‘stakeholders’. Customers. Insight teams.

jenaya
Download Presentation

Next Generation Customer Experience Management

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Next Generation Customer Experience Management Webinar 24th September 2009 Roger Sant Vice President Maritz Europe

  2. What is Customer Experience Management? CEM is about closing the loop Customer Feedback Customer Experiences

  3. Three main ‘stakeholders’ Customers Insight teams Front line staff … and none of them are appear to be satisfied

  4. The case for change • Frustrated with long boring questionnaires • WIIFM ? • “Let me tell you about what I think is important” • Response rates are dropping Customers

  5. The case for change • Challenged to satisfy customers • … but don’t always feel the customer feedback reports are useful Front line staff • Sometimes focus on ‘alternative’ ways of improving scores • … rather than actually improving experiences

  6. The case for change • Inundated with information • Want less data and more direction • The challenge is integration Insight teams

  7. Our world is changing • Customers increasingly share experiences publicly…

  8. Opinions are rife

  9. Consumer generated media

  10. Our world is changing CSAT Brand Myst. Shop Employee Internal MI Biz Results Competitive Intelligence

  11. The future of CEM The ways we go about collecting and collating information needs to change … as do the roles and responsibilities of insight departments

  12. An insights utopia • Customers WANT to give feedback • … because they know they will get a return on their investment • Surveys are relevant and interesting • The feedback process itself contributes to a positive brand experience Customers

  13. An insights utopia • End users would await with eagerness and anticipation for the feedback to arrive Front line staff … and act upon it to improve the customer experience

  14. An insights utopia • All information sources are integrated • … aligned and distilled down to core messages • All components of a brand are linked back to business metrics Insight teams

  15. How to move towards aNext Gen CEM programme: 10 things you could do today

  16. 1. Web harvesting • But be careful … online sentiment can be unrepresentative • Use convergence analysis • Scrape the web • Classify comments as positive or negative • Manually or automated

  17. ~28%: Up selling ~38% Process Problems ~20%: Too slow 2. Text analysis • Use for: • Web harvesting, open-ended questions, complaints data and any form of free text feedback • Enables more extensive & effective use of open-ended questions • Lets customers talk about what they want to

  18. 3. Adaptive questioning techniques • Ask about memorable moments • This leads to • More efficiency • Less frustration for customers • Clearer key driver analysis DETAIL Yes Issue 2 Anything to say? Issue 1 Anything to say? Skip detail No

  19. 4. Look at the bigger picture Keeping brand Promises Brand image & associations Direct Experiences The Big Picture Word of mouth News, reviews, articles, blogs, etc. • Try running a workshop involving cross functional teams • Bring along reports from both brand and experience studies

  20. 5. Understand the brand delivery gap Small gap (good) Big gap (bad)

  21. 6. Integration & categorisation framework Comments Captured via Contact Center Customer Survey Ratings  Agent Feedback Emails & Website Comments

  22. 7. Convergence analysis Which insights are common to all sources of feedback? Surveys Weighting factors Web Robustness Representativeness Clarity of message complaints

  23. 8. Don’t report, communicate “Doing the research, writing the report and giving the presentation is only 25% of the challenge” Newsletters, videos, workshops and training sessions are better ways of communicating

  24. 9. Share data publicly !

  25. 10. Blueprint the customer experience Customers Financials Employees Operations

  26. 10. Blueprint the customer experience Customers Revenue Customer behaviour Customer experiences Internal processes Ownership &empowerment Financials Employees Operations

  27. The insight team of the future The gatekeepers of all information Integrators and distillers Communicators

  28. The insight team of the future • Part of a happier family • … in which all stakeholders want to participate and all get something in return We need to change. We need to start moving towards the next generation of CEM

  29. Next Generation Customer Experience Management Webinar 24th September 2009 Roger Sant

  30. Questions & Answers

  31. Have A Question? How to submit questions to the Speaker during this Webcast Go to Floating Tool Bar 31

  32. Questions & Answers

  33. Obtaining Copies of Today’s Presentation For copies of today’s presentation or to replay this webcast (recording generally available within 24 hours) Go to: http://www.maritz.com/News-Events-and-Insights/Events/Webcasts.aspx To contact today’s speakers: Roger.Sant@maritzresearch.co.uk To receive a copy of the Maritz Research Forum Quarterly eNewsletter, see www.maritzresearch.com(see link on left sidebar)

More Related