Using the Voice of the Customer to develop a Customer centric organisation

10- 11th January 2017 Holiday InnJacqueline Mundkur

Key Takeaways of AV - Power of social media - One customer can make or mar your brand- Listen when the customer is trying to tell u some thing – make amends (proactive / timely and trust ) - Smart and timely ( risk assessment )retrievals are more imp , than ever - Use the opportunity to improve / create a business revenue stream

Using the voice of the customer to develop a customer centric organisation

• Voice of the Customer , what is it about • Choice ofyour VOC Program , how to decide • “ Absorb “ & Apply in your Business for Transformation • Case study & Examples

• Harnessing Employees • Harnessing the Customer Power

• Voice of the Customer • Create the right situations to “adsorb “ the VOC • Decision of what to use and what not to• Application for Business Transformation • Case study • How Telecom uses VOC to stay in touch

• Harnessing Employees • Harnessing the Customer Power

Voice of the Customer • Process in Customer Service and IT for capturing

with the aim to action wrt customer expectations ,aversions and preferences in respect to the product or service that is on offer .

• VOC is a market research technique.• This can be proactive / reactive • Can be qualitative and /or quantitative • Can be administered directly or indirectly

Techniques for VOC process• Surveys • Observing the customer • Group Interactions • Development teams

Importance of VOC Program

Customers

The balance of power has shifted to customers

• More knowledgeable • More empowered • Hyper competition • Connected world

Facilitate • Systematically engage • Understand their behaviour• Gain insight into their wants and needs. • Identify jerky service journey and Need gaps

Impact Improve the customer experience across relevant touch points to exceed customers’ expectations & ultimately increase revenue and returns

Ideal Features of a good VOC program • Direct from a customer • Sufficiently large sample - representative

• Able to provide trends • Also allow insights of a certain newly launched initiative /

program / initiative • What the customer feels about the service & why • Measure of customer loyalty / retention / repeat purchase

CSAT/ OSATCLI

NPSCES

• Connect multiple types of feedback across data channels • Facilitate automatic soul searching across functions and

departments • Ability for service retrieval – a second chance • Should build cross stakeholder Acceptance and allow for

collaboration by measuring metrics • Deliver business ROI

Creating the Best Fit VOC program for ur organisation – Internal Checklist

Key Questions What do we want to achieve ( start with the Goal

In Mind ) , How will we measure the scuess ( KPI ) What time and resources are we are willing to

commit ,o Long gestation program or for now its more

“one – off “ / “flavour of the month “ / triggered by say xx crises

Map the internal reality – • Channel of customer interaction

• In what proportion , Should be consider every channel of interaction or the most significant ones ie social more imp than brick and motor ?

• Visibilityto functional stakeholders

Assess the in house Tech capability – • Is your platform ready for automated polling ,

if no and its important to proceed anyways , how would this surround platform integrate into my CRM

Frame the Loyalty Questions & Determining the Scale • How satisfied are you with ABC company ?• How likely are you to recommend friends and family to

company ABC?• How likely are you to continue purchasing the same

product or service from ABC company?• If you were selecting a company from the list for the first

time how likely would it be company ABC ?

Caution !! Do not Punish or Bore the customer

Pre- requisite of a VOC Program

HRSales

Mktg

Fin

ITCS

Involve and supoort of all stake holders ( internal) Demonstrate the possible benefits to THEM individually

- Revenue increase - Cost reduction - Cross sell opportunities - Customer centricity - Repeats in service / first call resolution metrics

improvement- Effective decision making in changing market scenario - Increase of share of wallet among promotors- Insights into the most profitable segments

The next step .

• Voice of the Customer • Create the right situations to “Adsorb & Apply “ the VOC • Decision of what to use and what not to• Application for Business Transformation • Case study • How Telecom uses VOC to stay in touch

• Harnessing Employees • Harnessing the Customer Power

VOC Stages Capture

Analyse

Act

Monitor

VOC Stages- Capture

Channels

outcomes

Walk ins

VOC –Analyse thru Active Dashboards

Key metrics score card – displays performance at a glance

Key Trends -monthly , quarterly , annual , week end / week day , sale period

Key Drivers – Correlation analysis between Important drivers of

satisfaction and loyalty

Historical bench marks over time

Comparative Statistics- compare across questions / set of questions / days & seasons

Response Rates

Voice of customer ( verbatim )

significance testing between customer groups wrt various KPIs

Drill Down reporting & Push reporting ( thru email /

notifications )

VOC -Active Dash boards

Create hierarchy views

Store View

Zonal View

National View

NPS -Customer

LTR

0-6

7- 8

9/ 10

Service retrieval

Turn offs / Need Gaps

Trends

Delighters / Turn Ons

Task is to reduce thecustomer numbers who poll 0-8 and inrease 9 and 10, Monitor Scores over time

detractors

passive

promotors

Co- relate to repeat buyers Type of products not yet used or tried

VOC Stages- Act & Monitor

VOC catalyses transformation thru Engagement & Collaboration

-> Easily Accessible to all stake holders • Marketing – for the success and reaction to a promotion , price , variant , need

gaps in a product construct • Sales – quality of acquisition • Customer Operations - quality of service delivered

• Self -Influencable • Influenceable by strategy change • Influenceable by resource outlay • Influencable by process and policy change

• Top Management

• Sensitisation and top management commitment ( Walk the Talk ) – CEO and CXO sponsorship • ‘All Hands on the deck ‘approach – Every body is responsible for the customer

VOC Impact - Catalyses Transformation

• Sensitisation of Top Management / Function Heads • Changes

• Policy changes • Process corrections • Simplifications , wastages , automation , unused / irrelevant services

• Prioritise Investments – IT , HR etc • Measure and Correlate to course corrections of say a customer pain or turn off

• Measure of service repeats ( complaints calls , repeats calls )• Lack of sales repeats ( I wont buy again here !)

• Promotors’ suggestions can provide “turn ons” / delighters • Co- relate Promotors with repeat purchase • Co- relate Promotors with high trust and most likely to invest in bundled products , time sensitive

schemes etc • More Effective Employees –

• Reward front line who demonstrate great service experience • Rewards and Recognition Program

Create opportunities keep the Customer fervor high !

Monthly Business review meets Customer Day Newsletter – showcase significant contribution ( cross sell /

upsell / loyalty enrolments ) Recognition at National Stage - Involve and Engage –

• Review Progress and Reward front line behaviours • Collaborate and compete• Celebrate wins and build stories of the business impact of

Changes

VOC - Kictstart continuous conversation to sustain Transformation

• Voice of the Customer • Create the right situations to “adsorb “ the VOC • Decision of what to use and what not to• Application for Business Transformation • Examples • How companies use VOC to stay in touch

• Harnessing Employees • Harnessing the Customer Power

Harnessing the Customer Power

Website App call Email Sms Social media

Account Management ( RM / AM )

Poll @ predetermined Periodicity

Poll post an interaction

LTR Qs-

overall

LTR Qs- Associate/ channel

Specific Qs and Rating

Reason for rating / Suggestion /

recommendation -

LTR Qs-

overall

LTR Qs- RM / AM

Specific Qs and Rating

Reason for rating / Suggestion /

recommendation -

Example - Harnessing Employee Power

Senior management ( customer facing and non customer facing functions )

All Employees Empowerment

Feedback from Friends and relatives

Monthly

Outcall 3 selected

customers Feedback Form

Send it to

forum

Review and follow up of improvements /

rewards

Visit Distributors Online Feedback

form - Customer Voice- Suggestion - Pain - Service gap - Suggestion - Time line

-

Customer Day

Feedback Form

Send it to

forum @ivoc

Review and follow up of improvements /

rewards

How VOC program helps convert opportunities

Back ground – Telecom Company were getting a lot of related complaints due to the perception of wrong billing for calls to high cost destinations like Papua New Guinea , Congo Etc . Mostly affected senior citizens and house wives .Frequent VOC on remarks left by Contact centre agents –• I don’t trust iur billing any more .• How can my mother make calls at 2 am • How can she speak for 5 mins at the dead of night ?

Action – created an id where all employees were invited to post the problem .Of any friend or relative who had a problem RCA – missed call at odd hours , tendency to call back and static at the other end meant that the metering was on Action Taken o Advisory - dos and donts for missed calls from unknown nos o *Website advisory * On hold music * o Empathy and waivers for senior citizens o Changed the calling rates

Benefits - Lower complaints - Less bill reworking - More trust - Word of moth ( customer becomes ur month piece )

Final AV