Technology is advancing faster than consumers can keep up with increasing complexity, and delivering customer value through understanding their needs and providing a quality experience across all channels is now critical for businesses to remain competitive. Organizations must leverage data and technology to continuously capture customer feedback, generate insights, and take fast action in order to keep pace with shifting demographics and customer expectations while improving the speed, cost and quality of their operations. Measuring the customer experience on an ongoing basis through engaging surveys and real-time reporting enables companies to guide business success.
3. Market and
Technology factors
are the two most
visible forces:
The empowered customer is now in control of the
business relationship
Delivering customer value is paramount — and an
organisation’s behaviour is as important as the
products and services it provides.
The pressure to be accountable to the business is
not just a symptom of hard times, but a permanent
shift that requires new approaches, tools and skills.
4. In 2012 your organisation needs to move faster if you are
to keep up with technology and your customers
biggest
THE 4
issues facing CMOs
5. 1 2 3 4
Explosion Social Proliferation Shifting
of data Media of consumer
channel/devices demographics
6. Customer Experience Matters
“We only have two sources of competitive
advantage – the ability to learn more about
our customers faster than the competition
and the ability to turn that learning into
action faster than the competition”
Jack Welch, Former Chairman & CEO
General Electric
7. Faster,
Cheaper &
High Quality
• Quality triangle is not a law of nature
• It is possible to simultaneously
improve speed, cost and quality
9. There is an increasing
need to measure To truly take control of the
customer satisfaction conversation organisations need to
experience …
HAVE ALL 3
How to be GOOD,
…and at the same time decreasing budgets available
FAST and CHEAPER
Leveraging technology to achieve
total customer experience
10. SO WHAT ABOUT
Customer Experience?
Continuous Moving from
Engaging Updated
customer big data to big
reporting continuously
feedback insight
11. Capture Data
How do tools and Provide Comprehensive
technologies facilitate View of the Customer
meeting those
challenges? Streamline Processes
Automate Non-Consultative Tasks
Help Drive Insights and Action
12.
13. Customer Experience Measurement
Is different than most consumer research:
1. You have a finite sample
2. They are already buying from you
3. You need better surveys
4. More engaging
5. You need repeat purchase of the survey
6. You need faster flagging and action of
issues
7. You can’t wait 1-3 months for reporting
14. Capture and understand vital
customer feedback, then put it in the
hands of those who can use it to
guide your business success
Vision Critical
Customer Experience
Management
is a centralised solution that provides easily
personalised, actionable, real-time insight into
customer behaviours and attitudes to enable
improved performance across the organisation.
15. GATHER
ANALYSE
REPORT
TAKE ACTION
IDENTIFY PATTERNS AND CRITICAL ‘MOMENT OF TRUTH’ EVENTS
20. Case: Example Project – Coldwell Banker
• Interview any contacts who completed a sale or purchase of a
property using Coldwell Banker agent and provided email address
• Weekly sample file/transaction processing and deployment
• Weekly process and update of users and permissions
• Online Survey
• Online reporting rolled out to CB admin, company owners, office
managers and real estate agents
• Used for marketing and potentially performance evaluation
21. Case: Example project – Boehringer Ingelheim
• Accurately drive respondent pharmacy
identification (over 55,000 pharmacies in
the United States) by creating a custom
Google Maps interface, which allowed
respondents to search by zip and select
their pharmacy with extreme precision
• Robust survey design, capturing all key
pharmacy interactions and touchpoints
Store A
Store B
Store C
Store
Store E
Store F
D
• Intuitive and dynamic online reporting
Store
Store
Store J
G
system with visual charts and graphs
Store I
H
Note: Screenshots have been cleaned to respect client confidentiality
22. Case: Example Project – John Deere Dealer Satisfaction
• Quality (forgot to ask
overall satisfaction last
year on their own)
• Efficiency/Distribution – Offline reporting took
up 2-3 FTEs annually. Want to report
globally in an efficient fashion
• Global in scope, interviewing John Deere
dealers.
• Ongoing services and online reporting.
• Hierarchy structure by geography (countries,
regions, corporate)
22
23. • Using technology FAST doesn’t have to
mean higher cost or lower quality
• Specifying Deliverables/Reporting at the
start and repeating this allows fast,
good quality reporting
• Spend $ upfront to save money over
time
• Produce an engaging useable product
