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The Counterintuitive Nature of The Counterintuitive Nature of C t E iC t E iCustomer ExperienceCustomer Experience
Qaalfa DibeehiQaalfa DibeehiVi P id C l i & Th h L d hiVi P id C l i & Th h L d hiVice President, Consulting & Thought LeadershipVice President, Consulting & Thought Leadership
How we add value…Customer Experience Management is a relatively new area ofCustomer Experience Management is a relatively new area oforganization development. We help companies answerand action tough questions like:
What is the future of our competition?
What do our customers expect of us?
How much is my current Customer Experience How much is my current Customer Experience costing me?
What is the Customer Experience we are trying to deliver?to deliver?
How deliberate is our Customer Experience?
What emotions are we trying to evoke in our Customer Experience?Customer Experience?
Are our senior executives engaged in the Customer Experience?
l d d hHow can we ensure our people understand the importance of the Customer Experience to our organization and become motivated to change their behaviours?
Yorkshire Water Improved overall Customer Experience from 53%-91%.
Kevin Whiteman, MD, “although you start with the mantra that this is going to cost you more, the reality is the opposite - the evidence is that it will save youis the opposite the evidence is that it will save you money”. £ 8.5m ($15.5m) as a direct result of operational improvements such as:
– Reduction in written complaints by 40%; a i ifi d i i ll i h hsignificant reduction in repeat calls with a sharp
increase in first call resolution; reduction in Operational calls by 20% due to infrastructure improvements, system implementation & new
d l d d f f
“The Kelda Group has
procedures – leading to a reduction of 50% of unnecessary jobs
Employee total “buy-in” to the CE through training The Kelda Group hasturned itself from one of themost ridiculed watercompanies in the 1990’s,into one of the mostrespected It is now the
sessions (with average event score of 3.7 out of 4.0).
Kevin: I’m absolutely convinced it has an effect on theshare price. The stock market is like anything else, itworks on perception as well as reality If every bit of respected. It is now the
second best performingcompany in terms of servicelevels and has developed arecord for steady financialperformance ”
works on perception as well as reality. If every bit ofnews they get is about a transformed company,about our growing reputation of being an efficientcompany that delivers a good Customer Experience…
Why clients want to improve the Customer ExperienceCustomer Experience…
Regional utility provider – 20% increase in Customer Satisfaction and 25% reduction in call volumesRegional utility provider – Improve public and industry image, e.g., winner of the 2003 Utility Industry Achievement Award for Customer CareInternational FMCG / retailer – 1% increase in Customer Satisfaction driving a 1.3% increase in revenuesGlobal multi-service telco – 36% improvement in Customer Satisfaction, 17% costs reduction and 200% increase in customer-facing timeEuropean insurance provider – 80% reduction in transaction costsGlobal PC manufacturer – 79% improvement in “Missing, Wrong & Damaged” deliveries resulting in reduced back office headcountInternational wireless telecoms provider - 82% of Customer pInteractions “better than last time” helped by a 4% increase in first call resolutionCanadian Bank – Losing 26% of high value customers. Saved 6% of
A little background:• Britain's longest-standing major food retailing chain. • Employs over 145,000 people. • Offers over 23,000 products.• Serves over 11 million customers/week in its 500+ stores throughout the UK. / g
Before
• In the late 1980s, the Chairman was
After
• The Chairman was replaced by an a outward looking marketer.
Blah, blah, blah ..The point is to deliver a deliberate Blah, blah, blah…..The point is to deliver a deliberate customer experience consistently• Deliberate not accidental• Deliberate not accidental• Consistent not lucky/ unlucky• Emotional not transactional• Emotional not transactional
The Counterintuitive Nature of The Counterintuitive Nature of C t E iC t E iCustomer ExperienceCustomer Experience
Qaalfa DibeehiQaalfa DibeehiVi P id C l i & Th h L d hiVi P id C l i & Th h L d hiVice President, Consulting & Thought LeadershipVice President, Consulting & Thought Leadership