CX Professionals Guide to Customer Experience Management Process Implementation
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Transcript of CX Professionals Guide to Customer Experience Management Process Implementation
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CX PROFESSIONALS GUIDE TO CUSTOMER EXPERIENCE MANAGEMENT PROCESS IMPLEMENTATION?
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FIND OUT IN REAL-TIME WHY YOUR CUSTOMERS BUY OR DON’T BUY YOUR PRODUCTS AND SERVICES.
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BENEFITS
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12 STEPS (7 ONE-TIME + 5 CONTINUOUS)
7. Integrate Systems
6. Enrich Data
5. Create an Analysis Framework
4. Create a Listening System
3. Engage Employees
2. Get Management Commitment
1. Understand Loyalty 1. Listen
2. Analyze
3. Distribute Insights
4. Act
5. Communicate
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PLAN& PREPARE
7. Integrate Systems
6. Enrich Data
5. Create an Analysis Framework
4. Create a Listening System
3. Engage Employees
2. Get Management Commitment
1. Understand Loyalty
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1. UNDERSTAND LOYALTY• Know what the marketing has promised – understand what the
customers expect! • Loyal customers
– Stay longer. – Buy more and they buy more often. – Cost less to serve. – Insulate from price competition. – Act as brand ambassadors. – Provide honest, high-quality feedback.
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2. GET MANAGEMENT COMMITMENTMetrics – Dashboards – Strategic Themes – Customer Proposition - Company Values
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3. ENGAGE EMPLOYEES
• Motivation – with HR • Ideas • Proxy
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“I am not happy with work-life balance”
“I have an idea for a product feature…”
“Customer told me that…”
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4. CREATE A LISTENING SYSTEM
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Many channels Opt-in Intelligent Surveys Transactional Short Drive volume
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CES
CSAT
NPS
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5. CREATE AN ANALYSIS FRAMEWORK
Consistent Accurate
Relevant
Encompassing
h'p://www.etuma.com/blog/feedback-‐analysis-‐requirements
UNDERSTAND THE NATURE OF FEEDBACK LANGUAGEî RESOURCESî DIY <-> TURN-KEY SERVICE
HIGH QUALITY
ANALYSIS
• Touchpoint– Industry Categories
• Keywords• Category Specific Sentences
• Long-tail Categories– Keywords– Long-tail Category Specific Sentences
• Own and competitors brands• Sentiment
– Category specific– Whole comment
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6. ENRICH DATA• (T)NPS = Score + Comment + Demographics+ Purchase Behavior • Demographics: Address, Gender, • Purchase Behavior: What they buy, how much they buy, where they
usually shop • Demographics + Purchase Behavior + Comment = Segmentation
and Personalization
• But, don’t ever ask demographic or purchase behavior information in TNPS, because it makes you look incompetent. Enrich the data by linking customer record into feedback analysis data
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7. INTEGRATE SYSTEMS
Survey &
Listening System
Open-text Feedback Analysis
Reporting
Case/Task Management
Management Dashboard
E.g. Qlik, Tableau
Statistical Analysis
E.g. SPSS, SAP, Excel
Enrich Data
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CONTINUOUS PART OF THE PROCESS
1. Listen
2. Analyze
3. Distribute Insights
4. Act
5. Communicate
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LISTEN
Feedback Forms/ Emails
Contact Center Surveys
NPS/CSAT/ CES
Support&Product Forums
Social Media
Task Lists
Customer Propositions
Company Values
STRATEGIC MANAGEMENT
EMPLOYEE ENGAGEMENT
Employee Pulse
Employee Suggestions
Customer Comments
via Employees
Research Tools
Management Reports
Strategic Goals
Field Workers
Area / Store /
Department Manager
Statistical Analysis
Predictive Modelling KPI’s
Mana-gement
Dashboards
Mana-gement Reports
DISTRIBUTE INSIGHTS
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1. LISTEN
3. DISTRIBUTE INSIGHTS
2. ANALYZE
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Analyst Tool
Case Management
Feedback Analysis Service
4. ACT
Listening and
Survey System
Analysis Results
Automatic Issue
Detection
Trends, Correlation, Comparison, Weak Signals
Manual Case
Creation
Automatic Task
Creation
Automatic Case
Creation
Feedback Reporting
Data Analyst
Case Admin Case Prioritization, Resourcing and Scheduling
Role-based Reports
Manual Issue
Detection
Manual Case
Creation
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5. COMMUNICATE
• Tell customers how their feedback improved the service.
• Tell employees about positive/negative customer feedback.
• Tell employees how their ideas affected product development.
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THANK YOU!
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Matti Airas, CEO and Co-founder, Etuma [email protected], +358 40 822 2010
https://fi.linkedin.com/in/mattiairas#eip