Summary March 2018

Services Insight

TurningtheTideDr.KitHagemann

TeamKnowhowCustomerExperience

Page 2

You know you have won the battle when the business comes to you for customer insight before they develop new products or services!

SayHellotoTeamKnowhow

• CarphoneWarehouse&Dixonsretailmergedin2014tocreateDixonsCarphone

• TeamKnowhow– newjointservicebrand launchedJuly2017

• Nationalnetworkof7,000expertstodeliver, install,trade-inandrepaireverything fromwhitegoods through tomobilephonesandlaptops

• Thelargestcentralrepaircentre inEurope- 8mill.mobilephone repair,6mill.computerrepairlastyear

• 25%oftheUKadultpopulation insuredtheirgadgetswithourServicesbrandslastyear

Puttingcustomersatisfactionattheveryheartofthebusiness,TeamKnowhowaimstotransformtheway

customersreceivesupportacrossthewholelifecycleofaproduct

TeamKnowhowCustomerPromise

CEInsight

• 30+customerfeedbacksurveys

• 25+adhocresearchproject

• Differentteamscollectingdata&

distributingresults

• Nocentralisedgovernancemodels

• Noend-to-endCXunderstanding

• NooverallCXtarget

• Differentincentivestrategies

• Nounderstandingofcompetitor

performance– whatdoesgoodlook

like?

TeamKnowhowCustomerExperience

OverallServicesCXperformancerelativetokeycompetitors

Setglobaltargetsbasedoncompetitorpositioningwhichdrivesareatargets

TransactionalCustomerExperienceCSCDelivery

LinktointernalprocessmetricsandKPIs

IdentifydriversofCustomersatisfactionandunderstandperformanceagainstkeycompetitors

Identifykeypaint-pointsthatcanbeholisticallycomparedandprioritised forimprovements

EstablishtheimpactofinternalmetricsontheCustomerExperience foreachservices (proposition)

InsuranceClaims

WhiteGoodsRepair

BrownGoodsrepairContactcentre

3rd PartyDelivery

MobileTrade-in

StoreCustomerservice

Drivinggrowththroughrepeatpurchase,

retentionandhigherlevelsofreferrals

Techhubsrepair

OverallCustomerServicesExperience

DesigninganewCXprogramme- model

DesigninganewCXprogramme– longlistofrequirements

Flexibility ExpertadviceReal-timefeedback

Scalability

Self-service

Competitorinsight

Beabletosettargets

Operationalinsightforstores

StrategicinsightforC-level

Detractorrecovery

Analyticscapability

Userfriendlydashboard

Websitesurveycapability

Multipledatacollectionmethods

Automateddataprocess

Textanalytics

Pushreporting

Coverend-to-endcustomerjourney

Multiplebespokebranding

Quicksupport

Questionbuiltintoinvitation

Change

Pilottoremoveallthereasonsnottodoit

Don'toverengineer– keepitsimple

Findsomeonewhoishungry

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Thisisnotaboutyou– itsabout“our”customersüRemoveemotionsbystickingtothefactsü

Closingthesmallloopwithcustomers

• Newtransactionalprogramenablingstoreandteamlevelinsightincl.realtimecustomerfeedbacktodrive

immediateengagementwiththecustomer.

• Understandingtheperformancewithin intouch-point inthejourneyandhowtheyimpacteachother

• Startedlookingatgroupsoftouch-points insteadofindividualareaperformance– sharingcommonthemes

(behaviourexcellent,processneedsimproving)

DeliveryNPS

KitRepairNPS

Kit CoverNPS

Services NPS

WhitegoodsNPS

ExchangeNPS

KitSetupNPS

Productpurchaseprocess

Storeprocess

Onlineprocess …

Installation

NPS

Claims process

NPS

SupportNPS

BrowngoodsNPS

StoreRepairNPS

ApplescreenNPS

In-storerepairNPS

NewarkrepairNPS

RepairPartnerNPS

48hourrepairvs.otherNPS

Individualproduct

repairNPS

Touch-pointsurvey

Careplanvs.cashrepair

Research&Decisiontobuyproduct

Attendevents

Seekadvice …

Sales (services)

NPSCancellation

BigLoop:StrategicInsightdrivingprioritisationandtargets

Deriveaggregatedinsightandworkwithbusiness stakeholderstodrivecustomerledbusinesschangesthroughcrossfunctionalresponsibilityforimprovement:• Newcentralisedteamresponsibleforcollectingdata,developinginsight,communicatingandfacilitationchange• TeamKnowhow dashboard– everyonecanseeeachother’sresults• NewCompetitorbenchmarkstudytounderstandpositioning• DevelopmentofrecommendedCXtargetswhereeachareacontributetooveralltargetbasedonvolumeof

customerinteraction

Improvement S1 S2 S3 S4 S5

Brand1Brand2Brand3Brand4Brand5Brand6Brand7Brand 8Brand9Brand10Brand11

Can you cure a sick child by taking its temperature?

OperationalPerformanceOverview• Understanddevelopmentinoperationalperformancemetricssupportingtheoverallcustomerexperience(dashboardreview)

• Earlywarningidentificationofupcomingcustomerpain-pointsthatneedsfurtherinvestigationandpotentiallytriggeraRiskManagementprocess

• Identificationofoperationalimprovementactionsaswellasmonitoringofperformanceofcurrentimplementedactions

Weeklymonitoring

• Weeklyoperationaloverviewprovidedbyoperationalleaders

• CXWeeklycallwitheachoperationalareatoreview

• Seriousexceptionsandconcernsraisedatweeklymeetingtoaddressedwithrelevantbusinessareas(within/outsideservices)andimprovementactionstobedeveloped

• Weeklyreporttrackingareasofconcernandagreedactions

TacticalPerformanceOverview

• UnderstandEnd-to-Endcustomerexperienceperformance& performanceagainstCxtargets

• Identifykeycustomerpain-pointsandareasofdelightacrosskeytouch-pointtodevelopimprovementactions/leveragegoodperformance

• UnderstanddevelopmentinoverallBrandperformanceagainstkeycompetitorgroupasbrandmatures

Monthly VOCmonitoring

• MonthlyCustomerExperiencedashboardreportingofallkeycustomermetrics(NPS,Brandscores,Keyoperationalmetrics)tobedistributedtokeystakeholder

• MonthlyVOCmeetingwithkeystakeholdertoreviewresults,plannewimprovementsactionsandmonitorperformance/revisecurrentactions

• MonthlySLTreviewincludingactionsdevelopedbyVOCteam

QuarterlyBusinessReview

• QuarterlyCustomerExperienceDashboard

• OverviewofquarterlyimprovementplanandreviewofprogresstowardNPStarget

• Quarterlyin-depthCustomerExperiencereportcontainingnewcustomerinsightaswellascompetitorcomparison

StrategicPerformanceOverview

• Understandingtheperformanceofend-to-endCustomerExperienceagainstNPStargets

• Identificationofstrategicareasofimprovementsaswellasoverviewofperformance/outcomeofimplementedimprovements

• In-depthunderstandofcompetitorpositioningandperformanceagainstServicesCustomerExperience

Objectiv

eGo

vernance

NewGovernanceModel

Operational Strategic

Greatcustomerexperienceis“our”responsibility

Changewillonlyhappenwithrigidgovernance

CustomerInsightdriveCustomerExperienceimprovements

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Seeing isbelieving!ü

TurningtheTide