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Intelligent CustomerDevelopment:

Introductory Presentation Nov 2010

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Who are we?

• Leading Customer Experience Management Consultancy practice• Specialist learning and development provider in customer

management: sales, marketing, process & quality, research and customer service

• ICD INSIGHT Research and Measurement (methodologies and programmes)

What do we do?

Improve the relationships our

Clients have with their customers.

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Help you put your customers’ needs first and achieve mutually profitable and sustainable relationships

What do we do?

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Meet the Directors

Russell Liz

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Our Vision …

We inspire and enable Clients to put their customers’ needs first through mutually profitable and sustainable relationships.

We support Clients to create a customer centric organisation with business relationships, processes, products and services that really deliver value.

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We help our Clients to..

• Identify and understand customer value• Manage and meet customer expectations• Create a ‘customer centric culture’ supported with the

right learning and development • Measure and improve the customer experience

Why is this important?

Customer Satisfaction is the key to Retention

and

Retention is the key to Profitability!

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Focus on Customer Value

Strategy

Economic

Behaviour

Operation Customer Value

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ICD insight: Summary offering

• Data Management and Analysis

• Research and measurement (methodology and collection)

• Interpretation and analysis (‘so what’)

• Dynamic Reporting

• Action Planning and project design

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Our partner - ServiceTick in action on the Web…

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Tools and Methods • Key Client Reviews (relationship assessment)• Customer Partnering Process (Partnership Management:

Design and Maintenance) • Customer Experience Design Methodology (changes

processes to experiences)• Customer Value Index (Measurement framework to

determine what drives value, CRI, CSI etc)• ICD Behavioural Model (specifies the customer behaviours)• Customer Centricity Assessment (baseline the customer

awareness and knowledge)• Marketing effectiveness Audit (Assesses the business’s

current contact strategy in developing good customer management)

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Partnering Stages Model

Formation Management and Governance

Performance PurposeIncrease EffectivenessImprove Efficiency

PartnersCriteriaProcess

ProgramsRelational SellingRetention MarketingCo-op agreementsStrategic Partnerships

Role Specification

Communication

Common Bonds

Planning Process

Process Alignment

Employee Motivation

Monitoring Process

Relationship PerformanceFinancialMarketingStrategicOperationalGeneral

EvolutionEnhancementTermination

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Training: Tools and materials

• ADAPT programme (account development)• Coaching proposition in Customer Managment• General Portfolio of training programmes• Customer Centricity Audit• Customer Behavioural Model • Previous workshops and materials (Customer

Experience Design, Retention, Advanced Comms etc)

• Previous case studies and testimonials

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A reference point!!

Professor Tzokas: 'I have worked closely alongside theDirectors at the ICD Partnership and would endorse theirconsulting approach to the development of customermanagement and customer focus strategies. Theirconsulting tools are sound, and are based on goodresearch and principles, enabling them to createpragmatic and appropriate solutions for their clients.There are few companies in the UK with such skills andapplications and I would gladly commend them to anypotential buyer'

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Some satisfied Clients …• AEGON EB: (construction of Customer Sat Index)• SGN (construction of CSI) • Audit Scotland (Research programme B:C) • Abbey National (Field ops/key client review)• Prudential: (Partnership assessment/Key Client Reviews) • Scotia Gas Network (Customer service staff development)• Scotia Gas Network (Customer Sat Index)• National Blood Service (Field operations Development)• SQA (Business dev and customer services assessment)• Standard Life (Communications and campaigns, Driving up responses)• Scottish Widows (Campaigns - building the ‘black box’)• AEGON (Training and development of marketing staff)• Capability Scotland (Business Dev/Support staff)• SEPA (Customer Focus Programme)

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Some of our clients…..

• Standard Life• Royal Bank Group• AEGON• SFHA• Capability Scotland• Menzies Distribution• EDC• Scottish Water• Dunfermline Bldg Soc• Oran Group• Scottish Society of Autism• National Blood Service• Prudential

• Hilton Ed• Scottish Widows• Iicorr• Apex Hotels• Gleneagles• Awards UK• BUPA• Clydesdale Bank• Edrington Group• Grahams Dairies• Macdonald Hotels• Business Stream• SGN

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Customer Experience

DEFINE CUSTOMERS/STAKEHOLDERS

DETAIL HIGHLEVEL PROCESS

COMPONENTS

IDENTIFYSTAKEHOLDERSREQUIREMENTS

DEFINECOMPONENTSOF CUSTOMEREXPERIENCE

MODEL "IDEAL"CUSTOMER

EXPERIENCE

COMPLETEDETAILEDPROCESS

DEFINITION

ATTRIBUTECOMPONENTSOF CUSTOMER

EXPERIENCE TOPROCESS STEPS

DEFINE HOWCOMPONENT OFEXPERIENCE IS

TO BE DELIVERED

VALIDATION OFCUSTOMER EXPERIENCE

DESIGN ANDQUANTIFICATION OF

VALUE

TARGETCUSTOMER

EXPERIENCECOMPONENTS

BUSINESSIMPLEMENTATION

PLAN

DELIVERING THE CUSTOMER EXPERIENCE

DEFINEDETAILED

PROCESS STEPS

Step 1 Step 2 Step 4Step 3

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Owning change

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Worst Best CSI ImpactCumul. Effect

Rank General Specific 1 1.5 2 2.5 3 3.5 4 %

Overall + § 14.51 Pricing Speed of issuing quote + § 10.6 24.82 Renewal Agreement Speed issue of renewal accounts + § 10.0 32.83 Underwriting Speed of decision + § 6.6 39.44 Rate Review Speed issue renewal quotation + § 6.1 45.55 Renewals Accuracy of Scheme of accounts + § 6.1 51.26 Renewals Info on progress + § 4.2 55.47 General Statements Ease of getting thru’ 1st time + § 4.1 59.58 Renewals Timely notification + § 3.4 62.99 Quotation accepted Speed of issuing initial account after

receipt of scheme data+ §

3.2 65.710 Underwriting Clarity of terms + § 2.7 68.411 Complaints process Speed of dealing with & resolving formal

complaints+ §

2.0 70.812 Renewals Clarity & format of invoices &

statements+ §

1.9 72.713 General Statements Helpfulness & efficiency of admin staff + § 1.8 74.514 Complaints process Clarity of complaints process + § 1.8 76.315 Pricing Efficiency in requesting any additional

information for provision of quote+ §

1.7 78.016 Claims Keeping you informed of progress + § 1.6 79.617 Underwriting Amount of underwriting required + §

18 Claims Ongoing Claims Management + §

Where do we concentrate our effort?

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National Regional Aldershot Ashford DundeeCoatbridgeBicester Dunfermline EdinburghCustomer Experience Scores & Rankings

Quality of Customer Service Centre Staff 8.0 5 8.0 4 8.2 6 7.7 8.0 7.8 8.4 7.9 8.7 8.4 7.2Quality of Staff who undertake the work 8.2 2 8.1 2 8.4 2 8.2 8.1 7.7 8.4 8.3 9.2 8.8 7.3Quality of work undertaken 8.2 3 8.1 2 8.4 2 8.1 7.9 7.8 8.6 8.2 8.8 8.5 7.3Tidiness of property after the job is completed 8.0 4 7.9 5 8.3 5 7.7 7.8 7.4 8.6 7.4 8.7 8.3 7.5Dealing with Enquiries effectively 7.6 8 7.4 8 7.9 7 7.4 7.7 7.3 8.1 7.6 8.2 7.8 6.4Timely communication around all services provided 7.4 10 7.2 11 7.8 8 7.1 7.5 6.8 7.9 7.2 8.2 8.0 6.0Speed of response to emergency call out service 8.7 1 8.5 1 8.9 1 8.7 8.7 8.3 8.5 8.0 8.8 9.0 8.1Efficiency of issuing quotes for connections/disconnections 7.8 7 7.9 5 7.8 8 7.6 7.7 7.2 8.0 8.3 7.6 8.3 7.8Speed of undertaking connections & disconnections 7.5 9 7.4 8 7.8 8 7.4 7.3 7.7 7.8 7.4 7.4 7.5 7.4Efficiency of of repairs & replacements to gas mains 7.9 6 7.7 7 8.4 2 7.6 7.9 7.0 8.0 8.0 8.8 8.4 6.6Reasonable timescale for repairs/replacements to gas mains 7.4 11 7.3 10 7.8 8 7.1 7.1 6.7 7.6 7.5 7.9 7.5 6.8

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How To Improve Satisfaction by 70%

(Guests)Index 1 1.2 1.4 1.6 1.8 2 2.2 2.4 2.6 2.8 3 3.2 3.4 3.6 3.8 4

2.1610%

Q17 Quality of external appearance& surroundings

+ $

1.7617%

Q21 Helpfulness & friendliness ofstaff

+ $

1.68 22%

Q8 Size and layout of bedrooms + $

2.830%

Q14 Food and drinks in room + $

1.5635%

Q7 Knowledge & helpfulness of staffin orienting me on arrival

+ $

2.643%

Q26 Follow up contact and communication + $

1.9248%

Q19Cleanliness & tidiness of publicareas

+ $

1.5653%

Q13 Bathroom condition andToiletries range

+ $

1.3258%

Q15 Food and drinks around thehotel

+ $

1.1261%

Q11 Quality and range of in roomFacilities

+ $

1.5666%

Q18 Comfort and style of furnishingsin public areas

+ $

1.3669%

Q5 Speed of check-in and registration + $

1.272%

Q23 Accuracy of billing + $

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How To Improve Booker Satisfaction by 80%

Index 1 1.2 1.4 1.6 1.8 2 2.2 2.4 2.6 2.8 3 3.2 3.4 3.6 3.8 43.12210%

Q11 Speed of registration + $

3.75519%

Q12 Efficiency of registrationprocess

+ $

2.85727%

Q10 Friendliness of welcome + $

3.28635%

Q14 Size of function/meeting room + $

2.81642%

Q20 Ease of communication withhotel staff supporting event

+ $

2.34748%

Q9 Attention to detail, professionalism& helpfulness of events planning staff

+ $

2.42956%

Q7 Anticipation of requirements &Special requests

+ $

2.34762%

Q13 Knowledge & helpfulness of C&Estaff to orientate

+ $

2.55168%

Q25 Quality check & feedback + $

1.87872%

Q4 Accuracy of contracts and terms + $

1.53175%

Q19 Quality & efficiency of cateringArrangements

+ $

1.46978%

Q2 Knowledge & attitude ofreservations/events staff

+ $

1.34781%

Q8 Checking ahead for final changes& alterations to bookings

+ $

1.429 Q26 Advanced planning & continuousimprovement

+ $

1.102 Q22 Quality of external appearance& surroundings

+ $

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Reporting Example

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ICD Behavioural Model ©

CustomerFocus

ResourceManagement

ManagingRelationships

Information

Analysis

Solutions

MutualAgreement

Money

TimePeople

Tools &Facilities

Process

Managing

Environment

Interaction

Pro-actively meeting and exceeding customer expectations

Leads the team to focus on the customer

Sets standards withinown area of control

Demonstrates a long-termperspective to the customer

Helpful in day to daycustomer contact

Responsive to customer needs

Demonstrates flexibility and adaptability throughout the

relationship management cycle

Seeks out information with the customer

Creates the climate with t he customer to enable the flow of information

Effectively analyses the information gathered

Ensures solutions areeffective

Plans how to deliver the solution(s)

Agrees the solution with the customer

Manages others in the customer relationship process

Manages time effectively

Appreciates financial constraints

Effectively utilises toolsand facilities available

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PA’s/Reception Staff/Inbound service admin Customer Relationship Behaviours

CustomerFocus

ResourceManagement

ManagingRelationships

Information

Analysis

Solutions

MutualAgreement

Money

TimePeople

Tools &Facilities

Process

Managing

Environment

Interaction

Pro-actively meeting and exceeding customer expectations

Helpful in day to daycustomer contact

Responsive to customer needs

Seeks out information with the customer

Creates the climate with the customer to enable the flow of information

Manages others in the customer relationship process

Manages time effectively

Effectively utilises toolsand facilities available

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BDM/HOS/SM principle roles Customer Relationship Behaviours

CustomerFocus

ResourceManagement

ManagingRelationships

Information

Analysis

Solutions

MutualAgreement

Money

TimePeople

Tools &Facilities

Process

Managing

Environment

Interaction

Pro-actively meeting and exceeding customer expectations

Leads the team to focus on the customer

Sets standards withinown area of control

Demonstrates a long-termperspective to the customer

Helpful in day to daycustomer contact

Responsive to customer needs

Demonstrates flexibility and adaptability throughout the

relationship management cycle

Seeks out information with the customer

Creates the climate with the customer to enable the flow of information

Effectively analyses the information gathered

Ensures solutions areeffectivePlans how to deliver the solution(s)

Agrees the solution with the customer

Manages others in the customer relationship process

Manages time effectively

Appreciates financial constraints

Effectively utilises toolsand facilities available

Champions the customer within the organisation

Maintains an ongoing relationship with the customer

Influences others to achieve customer relationship goals

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Working with you

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The project plan!!

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We believe in ….

• Working with our Clients to achieve successful, workable business solutions

• Understanding the context in which our Clients operate

• Optimising Client investment in time and resources

• Ensuring that everything we deliver is pragmatic, realistic and sustainable.

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Our commitment to you …

• We don’t just fulfil contracts, we form lasting relationships.

• We have proven methods, are knowledgeable and passionate about customer relationships.

• We will speak for your customers and lead you to pragmatic solutions for optimising the value you can create from them.

Most importantly ….

• We will never recommend a solution that we do not believe to be sustainable.

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And what they say ….• "I have been on so many training courses and workshops but I can

honestly say that this was the best ……. you had obviously taken the time to understand our business context and how you incorporated it in the training and examples used.“

Katherine Howell, NBS

• “I think the support we got was exactly what we were looking for, without being overbearing. In particular, the support we received for the workshops was excellent and the workshops were a great success because of it.”

Malcolm Reed, Scottish Equitable

• “It was great to see that first thing on Monday morning there was a distinct change in the individuals’ approach and also greatly improved handling of enquiries. The impact of this initiative was immediate!”

Customer Services Manager, SGN

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And more..….

“.. The ICD approach has created an internal team of change agents... a way of ensuring we can easily transfer the findings into operational priorities and personal objectives.”

Simon Bailey, AEGON UK

“ ..access to an experienced team with capabilities across the spectrum of research techniques... It’s like having research experts as an extension of my own marketing team.”

Sheryl Glennie, Scottish Water

“.. very professional, asked the right questions - we actually felt this research was meaningful”

IFA customer respondent

www.icdinsight.co.uk

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How can we help you?