ICEM Presentation-Istanbul-September 2014_LinkedIn

VoC Program Design Capturing Customer Feedback Across All Interactions

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International Customer Experience Management Summit

Istanbul, Turkey - September 24th, 2014

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

3

Silent Customers

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

Customers in the Blind Spot

http://www.fortheinjured.com/blind-spot-accident.html#top

6


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

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According to Financial Training

Services, 96% of unhappy

customers don’t complain,

however 91% of those will simply

leave and never come back

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Front Porch Theory

Reference: The Front Porch Theory – Cam Cornelius (https://www.linkedin.com/pulse/article/20140414215839-33120216-

the-front-porch-theory)

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VoC Outcomes

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OK, let’s buy a Technology Platform ….

11

….. And rebuild our KPI reporting model

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How was it done?

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CX Blueprint

Organization

Data

Processes

Systems

Identify Visualize Measure

Analyze

Recommend Train Transform

Dimensions* Transformation Stages

Enablers

1 2 3

4

5 6 7

Strategy Design

Culture Governance

Voice of

Customers

Understanding

*Dimensions based on Forrester’s Outside In

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VoC Collection Modes M

od

e

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

CX Blueprint: Dimensions - VoC

Dimensions Description

Strategy Design

Culture Governance

Voice of

Customers

Understanding

Executive Board

Monthly CSAT

Transactional

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

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CX Blueprint: Dimensions - Understanding


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

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CX Blueprint: Transformation Stages - Measure

Transformation Stages Description

Identify

1

Visualize

2

Measure

3

Analyze

4

Recommend

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

NP

S

OV

S/C

SA

T C

ES

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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

-

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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

Loy

alty

Most appropriate survey tool

CES

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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.

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Contact

Center

Products &

Services


Overall Satisfaction

Service Quality

Attributes

Factors/Dimensions

Overall

Satisfaction W

eb

So

cia

l

Bra

nc

he

s

Ca

ll C

en

ter

Ea

se o

f U

se

Va

lidity

Va

lue

Qu

alit

y o

f

ca

lls

Da

ta

thro

ug

hp

ut

Sta

bili

ty o

f

co

nn

ec

tio

n

ILLUSTRATIVE

22

Contact

Center

Products &

Services


Overall Satisfaction

Service Quality

Attributes

Factors/Dimensions

Overall

Satisfaction

5% 10% 5% 5% ….. 15% 12% 8%

ILLUSTRATIVE

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Correlation between Scores

Satisfaction

Effo

rt

ILLUSTRATIVE

NPS: 9-10

NPS: 7-8

NPS: 1-6

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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

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Customer Buckets

Metric Comparison Customer Buckets

Bucket 1

Bucket 2

Bucket 3

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How does the VoC flow within the organization?

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CX Blueprint: Dimensions - Governance


Strategy Design

Culture Governance

Voice of

Customers

Understanding

Executive Board

CEM Center of Excellence

De

cis

ion

D

esi

gn

, P

lan

nin

g &

C

oo

rdin

atio

n

Ex

ec

utio

n

Marketing Sales Customer Care

HR …. IT

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Flow of VoC

Collect

Analyze

Distribute

Evaluate

Respond

Improve

Assess

Educate Promise

Transformation Programs

Marketing Sales Customer Care HR ….

Improvements

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The Power of “WORD OF MOUTH”

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Thank YOU!

@ Mohamad El-Hinnawi

@mdhinnawi

ICEM Presentation-Istanbul-September 2014_LinkedIn

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