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#AdobeSummit 1
Turn customers into advocates: Measuring & improving customer satisfaction across TouchPoints
Tom Coppock | EMEA Specialist Team
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Tom Coppock EMEA Specialist Team
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Agenda
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Customer satisfaction management why is it difficult? 1 solution 2
What did we learn, what is next? 3 Q & A 4
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What is this session all
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resolve, damaging issues; and closing the loop with disgruntled customers to recover and strengthen relationships.
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Good customer experience is good for business
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$1B in revenue.
According to Forrester Research, a10-percentage-point improvement in a
can translate into more than
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Poor customer satisfaction costs money
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75% of consumers move to another channel when online service fails, which can incur a cost of many millions of dollars.
According to Forrester Research,
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There are an array of tactics for improving customer retention and lifetime value
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Email & display customer
re-marketing & re-targeting
Repeat & returning customer segmentation &
treatment strategies
Consolidated voice-of-the-customer & touchpoint NPS measurement fuelling organisation change
Content & offer personalisation,
targeting & testing
Social listening, response & management
Closed-loop feedback & customer care
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What is Net Promoter Score?
2 simple questions to measure customer satisfaction, advocacy & experience:
How willing would you be to recommend our product / service to friends or family (scale of 0-10)?
Why did you score us that way?
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very willing neutral not at all willing
❿ ❾
Promoters
❽ ❼
Passives
❻ ❺ ❹ ❸ ❷ ❶ ⓿
Detractors
How willing are you to recommend?
% Promoters % Detractors Net Promoter Score = minus
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A focus on loyalty, advocacy and referral is most certainly worthwhile;
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Source: http://blog.hubspot.com/blog/tabid/6307/bid/34041/How-the-Net-Promoter-Score-Helps-You-Benchmark-Customer-Loyalty-INFOGRAPHIC.aspx
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Challenge 1: Asking the right question to get actionable answers
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Interaction Feedback (TouchPoint/Transaction)
Competitor Benchmarking
Customer Preference
Product/Service Feedback
Brand Awareness
& Perception
Brand NPS
TouchPoint NPS
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Challenge 2: How to measure NPS across all TouchPoints in the user journey?
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use online self-care tools
search online for info
see TV advertisement
visit a store receive a bill
join social communities
talk to a representative
use SMS
use apps
receive e-mail, phone, SMS
campaigns
call IVR to get help
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Challenge 3: Sorting, categorising & attributing the root causes of dissatisfaction (by customer segment, journey stage & channel)
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Learn More
Availability
Performance
Relevance
Ease of Use
Quality of Service
Devices
Network
Pricing
Products & Services
Search Advertisements
Search Contact Numbers
Search Offers/Promotions
Buy More
Availability
Performance
Relevance
Ease of Use
Quality of Service
Devices
Network
Pricing
Products & Services
Help Suggestions
Help Email Support
Help Call Centre Support
Do More
Availability
Performance
Relevance
Ease of Use
Quality of Service
Devices
Network
Pricing
Products & Services
Device - Upgrade OS
Device Install Application
Device Maps
Device Performance
Device Locked-Up
Device Broken
Device - Error
Tell More
Availability
Performance
Relevance
Ease of Use
Quality of Service
Devices
Network
Pricing
Products & Services
Account Privacy / Security
Account Registration
Account Password
Account Account Number
Customer journey view
NPS driver view
Action plan view
Market view
VoC text analytics; driving actionable insight beyond just customer journeys.
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Challenge 4: Combining quantitative & qualitative data for a complete picture
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NPS: 2 Why?
My App stopped working after the software upgrade!
NPS: 2
online email online online mobile
My App stopped working after the software upgrade!
Inspecting NPS by customer journey or lifecycle stage
Integrated qualitative and quantitative analytics provide complete visibility of end-to-end customer experience across
digital channels and actionable insights.
Inspecting NPS by the interpreted primary driving
force of the feedback
Inspecting NPS by the interpreted actions that are implied in the
feedback
Segmenting NPS by market,
location, branch, team & individual
for deeper & more actionable insight
Journey view
Driver view
Action view
Geo view
Incorporating text analytics and other key indicators enable prioritisation and ensure focus
and investment in the right places.
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Challenge 5: Identify opportunities to improve
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Customer Experience Macro Management
Across channels
Customer Experience Micro Management
Within channels
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Challenge 6: Closing the loop with the customer
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comments?
score?
contact?
7. gain insights & act on them
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Agenda
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Customer satisfaction management why is it difficult? 1 solution 2
What did we learn, what is next? 3 Q & A 4
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The TouchPoint solution
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“Get deeper actionable insights into customer perceptions by bringing together qualitative and quantitative data for analysis in the context of the cross channel customer journey.”
1. Deploy multi-channel survey capability
2. Integrate VoC with behavioural data
3. Identify & address root causes of dissatisfaction
+
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TouchPoint NPS solution architecture
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Adobe Marketing Cloud
Retail
Call center
Event trigger
Customer infrastructure
Web site
Mobile
Public touch points
SMS/Mail Gateway
Adobe Survey
Adobe SiteCat
Clara Bridge
Watch folder
Caching Layer
Adobe CQ
Adobe Insight
NPS Dashboard
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TouchPoint solution?
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TouchPoint NPS in action
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1. Would you recommend us?
2. Why have you given us the score?
3. Are you willing to provide us with more information?
link
Journey
NPS
online / mobile customer survey
trigger
link
Service
Buy
Help
call-centre / CRM systems
Service
Buy
Help
store / retail systems
poll / batch process
gateway: outbound message to customer requesting survey e.g.
(email/sms)
call-centre / live chat online mobile store purchase activation
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TouchPoint NPS in action
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contact-centre
outbound call
branching rules
(e.g. detractor
specific
question)
real-time sms
trigger
retail
customer purchases new
phone in retail channel
email alert to store
verbatim
classification &
branching
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TouchPoint NPS Consistent cross channel measurement of CSAT
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Most recent customer feedback
Aggregated NPS For hierarchy & filter set
NPS trend & response volume
Channel hierarchy & filters
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TouchPoint NPS Closed loop customer feedback workflow
Manage workflow task
View, filter & sort workflow tasks
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Combining online, call centre & NPS data
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Identify pages generating high call volumes
Identify segments of users visiting these pages and the call centre (e.g. by product type)
And here we can see the actual products
Look at the site and identify any gaps in the content relating to these products to reduce the number of calls in the future
Compare call reasons and results, and once a change is made, track it to show improvements
Overlay NPS data – here NPS is higher after the customer has spoken to an Operator
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Agenda
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Customer satisfaction management why is it difficult? 1 solution 2
What did we learn, what is next? 3 Q & A 4
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Typical implementation plan
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Touchpoint NPS
PHASE II:
• Deploy online/mobile survey capability
• Deploy initial NPS dashboarding
• Set up an TP NPS Task Force
• Automated classification for core markets
PHASE I:
• Build organisational buy-in to NPS KPI
• Align with customer insights team
• Map user journey & touch points
• Understand business categories & org
• Instigate change programme
PHASE III:
• Deploy offline channel survey capability
• Augment NPS dashboarding
• Deploy single view of the customer pooling online,
offline, NPS, social & sentiment data
O mos. 18 mos. 6 mos. 12 mos.
PHASE IV:
• Deploy classification for secondary markets
• Advocacy champion in every customer facing
team
• Finalise NPS dashboarding
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What about Social? Customer sentiment The new NPS?
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I would recommend
this brand to my friends
I am recommending this
brand to my friends, family and the world
The Social Sentiment metric is nominally a measure of the effective realization of the Touchpoint NPS metric for proactive customers.
Bringing the latent intention to promote or detract at the interaction
level together with the actual promotion or detraction via social channels provides a fuller picture of customer satisfaction, loyalty
and advocacy.
Quote taken from http://www.conversocial.com/blog/entry/sentiment-the-new-social-net-promoter-score
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Lessons learned
Organisational change is hard
D
Lead by example with a closed loop task force
Incentive plans help
Governance
NPS feedback & team performance is sensitive information
Consider who should see what & who should follow up with the customer
Agents responsible for a low NPS score should not own the follow up
Roll up / comparison of NPS
The headline number is not important, the trend is
Focus on standardising measurement, mapping the user journey & business categorisation first
Analysis should always include context
C
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Lessons learned
Be clear on who is doing what with each tool & how your stakeholders want to use this data
Think carefully about what data you need in a dashboard Vs what you need for analysis
Different stakeholders will want to use metrics in different ways any solution needs to be flexible
Look at the marco level when using automated sentiment / text analysis
Any given categorisation could be wrong - look for the big trends
Try to survey customers as close to the interaction as possible
Ideally within 10 minutes
Avoid anti-social days / times of day
SMS offers a very good response rate over pop-up Surveys & e-mail Surveys
Keep the survey as non intrusive as possible to avoid the measurement affecting the results
Some languages are harder for NLP
NPS i
Combine with other data to correlate, what, why & CSAT impact
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