English version of my presentation "Customer Services, Serious Business"

1. CUSTOMER SERVICE

2. ISO
COPC
European CC Standard
CERTIFICATION XYZ
SELF REGULATION

3. SOCIAL MEDIA ?

4. WE NEED A NEW
MENTAL MODEL

5. VALUE
CUSTOMER
EXPERIENCE
RELATIONSHIP
NETWORK

6. I. VALUE PERSPECTIVE

7. VALUE, FOR WHOM?
ADDED VALUE
Speed of answer
+
Inbound sales
Speed of +
answer Customer
Speed of + Retention
answer Inbound sales +
Speed of + + Analytics driven
Inbound Customer up & cross-sell
answer
sales Retention

8. VALUE, FOR WHOM?

9. VALUE IS CO-CREATED IN THE
CUSTOMER’S EXPERIENCE

10. GOVERNANCE THOUGH, IS
EXCLUSIVELY BASED ON VOLUME
AND SPEED OF SERVICE DELIVERY

11. II. CUSTOMER PERSPECTIVE

12. IT ALL STARTS WITH
CUSTOMER CENTERED
VIEW ON OPERATIONS

13. Date: 3/22/10
Starbucks Experience Map Eric - Repeat Customer
Enriched Experience
Purpose: To work/drink coffee
Tasty drink Free Wi-Fi Good drink
Flavorable
Appropriate temperature
Aroma
Polite
People watching
Crowd conversation noise
Ambience Quick, convenient Sofa chair is comfortable Good byes
baseline
Greeting
Fake
Audible Sensations Closing time
Worrying
Loud Factory line Impersonal
Poached Experience
Second guessing Blasting air conditioning
Loud music
Distracting
Unwilling to try something new, risk Annoyed about closing time
Repeating, not my taste
Cold, drafty Feeling rushed Annoyed about where I sat
Slightly crowded
Back hurts
Not large work spaces Not large work spaces
Feedback
Furniture not ideal for computer work
Confusing
Lack of personal space Lack of seating
Inconsistent
Unstructured Lack of outlets
Uncomfortable wooden chairs
Anticipate Enter Engage Exit Reflect
Touchpoints Office Car Walk-In Line Order Pay Sit Drink Work Pack Up Walk Out Car
1.a Discussing 1.c Hoping 2.a Notice 3.a The wait- 4.a The Barista 5.a The barista 6.a Grab my 7.a The cub is 8.a I place my 8.f I enjoy the 9.a The barista 10.a I pack my 11.a I head to
with team the to find a close that there are ing line occu- acknowledges tells me the drink and look hot, steaming, drink on the free wireless walks by me things up and my car and
local places to parking spot. a couple of pies the main me with a total and I pay for a place to but withstand- table next me and the unlim- and makes an head out the wish that I
grab a coffee. people in line. traffic way. smile. with my credit sit. ing in my and place my ited use. The announce- door. could have
1.d Hoping card. He asks hand. bag on the signal strength ment to the stayed longer
1.b Decid- Starbucks is 2.b Notice the 3.b The 4.b I can see me if I want 6.b I need, floor. is adequate. tore that it 10.b The re- to work. I
ing to go to not overly narrow, con- menus across the menu bet- my receipt, I most im- 7.b Smells will be closing maining staff know that
Starbucks and crowded and fined layout. the counter ter now, but I decline. portantly, an roasty and 8.b I remove 8.g The music shorty -10 pm. tell me to have once I get
work on de- will have avail- are hard to feel rushed to outlet and a sweet. my computer is really both- a good night. home, I will be
sign reports. able seating. 2.c Enjoy the read while in order a drink. 5.b My inter- workspace. and accesso- ering me. I put 9.b I would like in the wrong
aroma of line. action ends 7.c First sip is ries and now my head- to continue mind state
4.c I feel
1.e Consider- roasted coffee with him say- 6.c I notice too hot, but am shifting my phones on and to work. I feel to continue
forced to
ing alternative and mixed 3.c The line ing thank you. that there are flavorful. I’m coffee to find play my mp3 10pm closing working.
make a quick
places just in sweet, robust moves slow, He doesn’t use only a few happy with room for all of songs. time is much
beverage se-
case.. smells. people who my name. locations in the taste and my things on too early, 11.b The cof-
lection. I play it
just ordered the seating ar- my choice. this little cof- 8.h The bat- especially in a fee was very
2.d The light- safe by having
are still in the eas that have fee table. tery use on my college town. good, but I
ing is pleasant, what I always 5.c Now I
same area. outlets. This is 7.d The computer is a was disap-
not overly get. move to the 8.c The table
Becomes discouraging. continued concern now. 9.c I stand pointed in the
left of where
III. EXPERIENCE PERSPECTIVE
bright and not crowded. sips remain is too low to I will begin up and walk environment.
4.d The baris- i paid. Once
too dim. 6.d Most satisfying. work from looking for around until I Distracting
ta confirms again I feel
3.d The order- places are there, so I another table find a hidden music, small
my selection crowded and
2.e The music ing process occupied. No place my to work at. trash can to workspace,
and asks my out of place.
seems ethnic, seems too outlets are laptop in my throw my cup lack of power
name to write People are
extended slow. Inconsis- available. lap. My drink 8.i The air into. outlets.
on the cup. walking by me.
vocals, soft in tent structure remains on conditioning
style, volume There isn’t a the table, my
of service. 4.e He writes 6.e The work- seems inten-
too load and designated bag on the
down my spaces seem tion. It’s cold
but my taste. waiting ,sitting floor.
name and small and outside and
area.
some code impractical. cold inside. I
2.f The room Most are just 8.d I’m feel- slip my jacket
on the cup 5.d As I stand,
climate seems have a small ing crowded. on.
and hands it the drinker
intentionally round wooden I have no
off to another maker shouts
cold. table with room to use 8.j I continually
barista who finished orders
will make it two wooden my wire- finding myself
and places less mouse. I
when he is chairs. people watch-
them on a now use the
finished with ing while I
drink stand. surface of the
other orders. 6.f I find an work. There
He screams arm chair as
empty reclined are interesting
Grande Chai. my mouse
cushioned people here,
armchair. pad. Not very so I’m not too

14. FIRST CONTACT RESOLUTION?

15. IT’S THE
CUSTOMER’S
JOB

16. WHICH CHANNEL WHEN IN
THE CUSTOMER’S JOURNEY?

17. BTW.. > 80 % OF THE
EXPERIENCE HAPPENS
OUTSIDE OF OUR
CONTROL

18. ARE YOU YOUR CUSTOMER’S
BIGGEST FAN!

19. IV. RELATIONSHIP PERSPECTIVE

20. LIFETIME VALUE IS NO LONGER
SUFFICIENT

21. LIFETIME + REFERRAL +
INFLUENCE + KNOWLEDGE
VA L U E = T O TA L C U S T O M E R
ENGAGEMENT VALUE

22. THE SAME
“PRODUCTION”
PROCESS FOR
ALL CUSTOMERS?

23. V. NETWORK PERSPECTIVE

24. THE 1ON1 PARADIGM

25. SOURCE:

26. ALL EMPOYEES HELP ALL
CUSTOMERS HELP
CUSTOMERS

27. ONE STEP BEYOND..

28. VALUE
CUSTOMER
EXPERIENCE
RELATIONSHIP
NETWORK

29. FROM COST TO CUSTOM(ER)
MADE CARE
CHARACTERISTICS
SPEED OF ANSWER
CAPACITY MANAGEMENT
PRODUCTIVITY
TRANSACTION QUALITY/SATISFACTION
CHANNEL EFFICIENCY & CONTROL
KNOWLEDGE FAQ
COSTS PER CONTACT
CHARACTERISTICS
CUSTOMER JOURNEY/JOB DRIVEN
CROSS CHANNEL MANAGEMENT
CUSTOM MADE CARE BASED ON (REAL-TIME)
RELATIONSHIP & JOURNEY DATA
KNOWLEDGE NETWORKS
CUSTOMER MADE CARE
CHARACTERISTICS COST TO SERVE vs TOTAL ENGAGEMENT VALUE
(CUSTOMER) PROCESS CONTROL
“BEST SERVICE IS NO SERVICE”
CONTACT AVOIDANCE / CHANNEL
MIGRATION
FIRST CALL RESOLUTION
KNOWLEDGE BASE/MANAGEMENT
COST TO SERVE vs CLTV

30. WIM RAMPEN
W.RAMPEN@CONICHE.NL
TEL: +316 364 912 60
@WIMRAMPEN ON TWITTER
BLOG: WIMRAMPEN.COM