Post on 27-Jun-2020
Moving from Measuring Customer Experience to Improving Customer ExperienceCase studyCustomerExperience,MéxicoApril,2017
From Data to Action
Disputes… Building & Monitoring
Disputes… Building & Monitoring
Over 10% of our customers have problems
16% of our customers are detractors
Over 40% of those problems are related to Disputes
Disputes… Building & Monitoring
25% of Customers declare that they have not received any news from their Dispute Resolution
Over 80%of Disputes are in favor of our customers
Disputes… Building & Monitoring
Citibanamex Portal
PostalLetter
SMS
Disputes Communication IndexAt the beginning 8 out of 10 customers did not get any news about their dispute.After implementation, 8 out of 10 customers got news… +80% were good news
24
35
4347
55
62
6974
8286
Q3-14 Q4-14 Q1-15 Q2-15 Q3-15 Q4-15 Q1-16 Q2-16 Q3-16 Q4-16
Communicating good news to customers immediately had an impact on NPS and cost
NPS Disputes
27
3438
47
57
70
Q1-13 Q4-13 Q3-14 Q2-15 Q1-16 Q4-16
Contact Center… Building & Monitoring
Over 30% of our detractors mentioned Lack of Training and Wait time.
-13Our customer NPS that mentioned this channel negatively is -13.
Contact Center… Building & Monitoring
NPS Contact Center Bottoms Up
Segment NPS
Disputes 20
Frontline 25
Mass Market 30
Premium 35
Contact Center… Building & Monitoring
Created different action Plans per functional group
Created a Reward Program
Asked our Executives how to fix our NPS
1
2
3
• Assigning schedules for executives on a permanent basis, this action will help to have better results
• Apply the most service guidelines on each call
• Look for alternative solutions, before denying any service
• Keep executives informed with phrases that allow them to provide better service.
• Weekly meetings to report goals and results
• Feedback and follow-up with low performance executives
Driving Individual Ownership & Group ImpactGonzalez Perez Javier
Best Practices
3 Month Rolling Results: IES / NPS
Improvement Plan What Do You Need To Work On
ConstantCommunication&Recognition
+ 100 Supervisors Working on Their Own Particular IssuesNPS Contact Center
39.037.0
41.038.1
42.6
48.852.0 50.7
52.9
59.4
64.467.3
72.5
Mar-13
May-13
Jul-1
3
Sep-13
Nov-13
Jan-14
Mar-14
May-14
Jul-1
4
Sep-14
Nov-14
Jan-15
Mar-15
May-15
Jul-1
5
Sep-15
Nov-15
Jan-16
Mar-16
May-16
Jul-1
6
Sep-16
Nov-16
Jan-17
Mar-17
When Journey is a destination
Customer Journey Spend to Spend
Spend Fraud Disputes CardReplacement Activation Spend
Customer is at a restaurant having dinner
He has to file a dispute for his unrecognized charge
He has to wait to get his new card
His card is declined, and he has to call the bank
His life goes back to normal
He has to call and activate card
Customer Journey Spend to SpendAt the end, we are not loosing 5% of our customers… 1 out of every 3 customers will abandon or cancel their product
95%→100%
90%→100%
86%→100%
81%→100%
77%→100%
Spend Fraud Disputes Card Replacement Activation Spend
95% 95% 95% 95% 95% 95%
5%
Loosing 1 every 20 Customers vs
1 every 3 Customers
Customer Journey Spend to Spend
33SolutionDesigns
23SolutionsToTest
1DisputesJourney
10RootCauseThemes
150PainPoints
BRAI
NST
OR
MIN
G
BLU
ESKY
TH
INKI
NG
MEA
SUR
E/AN
ALYS
E
SOLU
TIO
N S
ELEC
TIO
N
Over 40 StakeholdersIdentified
Over 60 Risks ID’d
Implementation of the solutionsDefine Analyse Design Test
Spend Fraud Disputes Card Replacement Activation Spend
20
TheBanamex&CitiTeam
• Crossfunctional:25participants,14areas.
1- DefineandAssess
• Over150painpointswereidentified• Extensivescopeofproject,encompasses
• 10RootCausethemesdeveloped• DesignBooksBuiltfor33ImprovementLevers
2- Design
• 23opportunitiestakenforward
3- DesignToTest
Customer JourneySpend toSpend - Workshops
ATTRITION
33%
26%
By understanding a e2e Journeys, not only did we improve our customers experiences…we also decrease our attrition, hence increasing our EBIT
Creating Building Blocks
Customer Centric Transformation Model Structure
CX Analytics
CX Survey Design
CX Journeys
Customer Centric Culture
CX Project Management
TopDown
BottomsUp
MarketResearch
SocialListening
ObservationalPosts
Ethnographics
Whattoask,Whotoask,Whentoask
CorrectSurveyDesignis50%of
Success
Siloed TouchpointsVs
E2EJourneys
EfficientProcessesVs
HappyCustomers
ProductViewVs
CustomerNeeds
ExecutionExecutionExecutionExecution
CXAdvocates(IBCA)&Governance
There is no one holistic solution, but the cumulus of many tools…
Agile
BottomUp
Gallup
Lean
MedalliaTopDown
ListeningPosts
ThinkGlobally…ActLocally
Forgetaboutmeasuring,designsandtheories…goandliveyourCustomer’sexperiences…
Don´t try to boil the Ocean… focus, start small, move fast.
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100,000Customers
One Pain Point One Process One Team
Questions