a splice expert perspectives webcast: customer experience beyond surveys
Post on 14-Apr-2017
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, and Germany, and Germany
About the hostFounded in 2006. Headquartered in Calgary, Albertawith offices in Chicago, Toronto, and Germany.
Our Mission is to improve Customer Experiencethrough data driven, linguistically optimized human-voiced messages.
Oh, the places you will go…Fundamentals & best practices that work to move the needle on customer experience:
Journey Mapping Net Promoter Score® How to bring them together
Founder, JG Pepper ConsultingCertified Customer Experience Professional
Certified Property Casualty Underwriter
Leveraging her M.A. in Psychology anda B.B.A in Marketing, Joan has spentmore than 20 years leading Fortune500 organizations through steadygrowth by creating customerexperiences that positively andprofitably influence corporate profits.
Joan Pepper
How the customer explained it.
How the Project Leader understood it.
How the Analyst designed it.
How the Business Consultant described it.
How the project was documented.
What operations installed.
How the customer was billed.
What the customer really needed.
High turnover and low trust signal serious relationship issues.
Trust score by class:• Supermarkets: 84%• Banks: 82%• Car manufacturers: 80%• Online shopping sites: 78%• Insurance Companies: 70%• Pharmaceutical companies: 68%
Ernst & Young Global Consumer Insurance Survey
Frequent, meaningful, and personalized communicationsConsumers want more
• 57% of consumers want to hear from their insurers semi - annually• 47% of consumers have heard from their insurance company in the past year
72 Percent of CEO’sConsider Themselves In Charge
of Customer Experience.Only 27 percent of their management colleagues believe that is the case.
32 Percent of RespondentsIn IT Believe their CIO is in Charge
Only 5 percent of their colleagues in sales, marketing and general management agree.
35 Percent in Sales & Marketing Believe their CMO is in Charge.
Only 13 percent of their general management and 6 percentof their operations colleagues believe that was the case.
Homeowner life-cycle, for example
The Customer
1Become Aware /
Research
2 Purchase
3 Set-up
4 Seek Help
5 Pay Bill
6 Submit Claim
7 Review/ Update
8 Expand/ Extend
9 Renew
Become Aware / Research1. Become aware of
insurance needs2. Identify specific
insurance needs and understand carrier value proposition
Purchase1. Request and receive
quote 2. Compare options3. Negotiate coverage
and rates4. Bind coverage, submit
supporting documentation, and receive policy materials
Set-up1. TPA versus internal2. Collateral3. Mailing address for
documents4. All contacts in our
systemSeek Help1. Manage and resolve
basic account issuesSubmit Claim1. Report claim and receive temporary
arrangements for loss2. Participate in claims investigation / settlement 3. Check claim status and raise claims inquiry4. Participate in restoration of assets5. Receive payment
Review / Update1. Request and submit policy change2. Receive and renewal quote3. Compare options4. Negotiate coverage and rates5. Bind coverage, submit supporting
documentation, and receive policy materials
Expand / Extend1. Receive and review information
on additional insurance needs2. Request and receive quote3. Compare options4. Negotiate coverage and rates5. Bind coverage, submit
supporting documentation, and receive policy materials
Renew1. Receive information on coverage
and rate changes2. Compare options3. Negotiate coverage and rates4. Bind coverage, submit supporting
documentation, and receive policy materials
Pay Bill1. Receive bill / alert2. Make / authorize
payment3. Raise billing inquiry4. Adjustments
Lifecycle PhaseLifecycle
Customer Experience (CX)
DEVELOP PAYMENT OPTIONS.
THIS IS HORRIBLE!I CAN’T BELIEVE THIS HAPPENED TO ME!WHAT DO I DO??DO I HAVE TO LIVE WITH MY MOTHER-IN-LAW?
THEY WILL TELL ME WHAT TO DO.THEY KNOW THIS IS HARD.TALKING TO REP.
WHEN WILL THIS BE FIXED?:I’M TIRED OF LIVING WITH MY MOTHER-IN-LAW!
THIS IS AS IMPORTANT TO THEM AS IT IS TO ME.FAST.
PERSON CARES.KNOWS WHAT THEY ARE DOING.SAME PERSON EVERY TIME.
EVERYTHING IS COVERED.FAIR.FAST.
EXPERIENCE LOSS
CALL INSURANCE COMPANY
WAIT TALK TO ADJUSTER WAIT
GET/AGREE TO SETTLEMENT
RECEIVE CHECK OR COMPLETE REPAIRS. IN HOME.
STAGES
THOUGHTS + ACTIONS`
EXPECTATIONS
EMOTIONAL STATE
OPPORTUNITIESFOR IMPROVEMENT
NOT IN HOMEWHAT IS TAKING SO LONG?I’VE PAID FOR 20 YEARS AND NO ONE WILL CALL ME?!
WOW, SHE GETS IT.WHAT IS WRONG WITH THIS PERSON??WHY DO I HAVE TO GIVE EVERYONE MY INFO OVER AND OVER?
THEY AREN’T BEING FAIR.THEY ARE GREAT!I LOVE MY AGENT.TOOK LONG ENOUGH!
I CAN NOT BELIEVE HOW TRAUMATIC THIS HAS BEEN.I’LL TWEET EVERYONE.
EVERYTHING IS COVERED.THEY CAN HELP ME.
EMPATHETIC.KNOWS HOW HARD THIS IS.FAST.GET ANSWERS RIGHT AWAY
I KNOW EXACTLY WHAT IS GOING ON.THEY ARE GOING TO MAKE IT RIGHT.WILL BE FAST.
EVERYTHING WILL BE BACK TO NORMAL.I WILL HAVE ENOUGH COVERAGE.EXPERTS IN ALL THEY DO.
PREVENT LOSS WITH INFORMATION
EMPLOYEES WITH EMPATHY ANDARMED WITH RIGHT TOOLS.REPORT HOWEVER INSURED WANTS TO.
INSTANT COMMUNICATIONRAPID PAY.
STABLE STAFF.EDUCATED.ARMED WITH RIGHT TOOLS.HAVE AUTHORITY.
REAL TIME COMMUNICATION.FIX WHATEVER CAUSES THE DELAY.
WELCOME HOME BASKET.
• 65% of Insurers switched at least oneof their providers due to poor service.
• Banks are losing customers at anaverage of 12.5% per year.
• 91% of unhappy customers will not dobusiness with their Retailers again.
Accenture Global Consumer Pulse Survey
Financial Publishing Services
Lee Resources
It’s not enough
Occur at regular intervals (quarterly or bi-annually) and askabout the customers’ overall experience with the company.
Relationship NPS® surveys
Promoters (score 9-10)Are loyal enthusiasts who will keep buyingand refer others, fueling growth.
Passives (score 7-8)Are satisfied yet unenthusiastic customerswho are vulnerable to competitive offerings.
Detractors (score 0-6)Are unhappy customers who can damageyour brand and impede growth throughnegative word of mouth.
Customer categoriesHow likely are you to recommend us to a friend or colleague?
Analysis shows that companiesthat achieve long-term profitablegrowth—have NPS® two timeshigher than the average company.
Bain&Company
• Promoters account for 80% of referrals in most businesses.• Detractors account for 80% of negative word-of-mouth.
Promoter System
Promoters Drive Business
DetractorWithin 48 hours
NPS SurveyCompany
Listen to VoC & VoE
Contact Customer
Within 5 Bus. Days
ImplementImprovements& watch yourbusiness grow!
Closed LoopPromoter
Use data to inform customer journey
“It is not the strongest ofthe species that survives,nor the most intelligentthat survives. It is the onethat is most adaptable tochange.”
- Charles Darwin
eNPS® survey shows happy employees.
NPS® survey shows correlation.
NPS® survey shows “not having drive-
through” correlates with detractor
VoE survey “not enough
staff” correlates
NPS® showsdetractors dueto “wait time”
Employee NPS® for Shop 3 is highest
Bringing it all together
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