2020 customer experience summit presentation final
TRANSCRIPT
Remarkable Service, Really?
Relentless price and cost pressures Experiences underpin loyalty Every interaction matters in a conversation
“80% of companies felt that they provided an exceptional experience only 8% of customers shared that view”
Source: Bain
Experience of ServiceIs Reality of the Brand
It’s so easy to not create the experience
Mobile interaction moments and volume
From simple to iterated and personalised
Purchasing On/Off
Organising Delivery
Performing Delivery
Post Delivery Payment
Browse
Catalogue
Called Friend
Online
Checkout
Basket
Agree Time
Special Occasion
Confirm Time
Confirm Address
Special Instructions
NPS Survey
Detractor/
Promoter
Connect To Agent
Track Influence
Link NPS – Agent/ Delivery
Reminder
Early
Middle
Late
Near Location Message
Delivery Yes/ No
Broken PromiseStock out
Weather
The Delivery Cycle Contexts
Improving Communication Flows
Move Process: before, during and after an event
Move People: behavioural nudge strategies
Move Data: the data flow journey and multi modal
Opportunities toCreate Experiences Easy to do business with
(process, activity, 1-click)
Personalise interactions (last channel, last person, best time)
Expand customer #JTBD contexts(paying bills, out of stock)
“22% of repeat calls involve downstream issues related to the problem that prompted the original call”
Source: Stop trying to delight your customers, HBR, July 2010
Customer Service MessagingIs The Reality of the Brand Brand Voice
Which person, voices, genders, local accents?
Text Vary word and option choices by customer type
Choices Close the loop or tie to next best action, timely
Managing Difficult Conversations With Customer Experiences Outcomes
Payments and collections Claims cycle Net promoter score