customer engagement

Remember? What is SCB’s CE?

What is Customer Engagement?

Right offeringsFor differentcustomers

Right offeringsFor differentcustomers

Right offeringsFor differentcustomers

PositiveExperience

PositiveExperience

EmotionalAttachment

Relationship

CustomerExperience

CustomerEngagement

CRM

CEMCE

4 Levels for Customer Satisfaction

Passion

Pride

Relevance

Confidence

The Bank of ChoiceContinuous development

Achieve international standards

SCB’s CEStronger customer

relationships & loyalty and Deeper

employee engagement

AIS Serenade Customer GroupCEM• Special Payment Channel• Leisure Corner

CRM• Exclusive Privilege• Exclusive Service• AIS Serenade Club• Help Service

AIS’s CE

11

Social Media and Customer Engagement

Google Analytics

Google Analytics

Measurementand

Result

Customer Experience ManagementStep1: Analyze of Customer’s

Experience

Step2: Define Service Criteria & Guideline

Step3: Design Service Experiences

Step4: Define Touch points Standard

Step5: Continuous Build Service Innovation

• identify target customer• study customer experience’ touch points• investigate competitors

• identify EXP positioning• define EXP standard• set implementation plan

• service EXP• image & emotion• communicate EXP

• content/information• service form & method• time

• new innovation & services• trouble-shooting & new EXP• new MKT innovation

Final Report & Briefing

Customer Engagement Process

InformationGathering

Goals & Objectives

Final Program

Definition

Implement Program

Assess Program

Metrics Projections

(ROI/ROO)

Metrics Measurement

(ROI/ROO)

Brand/ Communication

Integration

How will audience be transformed by EXP/Relationship ?

What will audience think, feel, do ? (Behaviors)

How was audience transformed by EXP/Relationship ?

Did audience think, feel, do as planned? (Behaviors)

CBBE

Brand/ Communication

Integration

CBBE

Focus on understanding customer’s experience, expectation & emotion as the behavior

Social Interaction Metrics / KPIsAlertsBookmarks CommentsDownloadsEmail subscriptionsFansFeedback Followers Forward to a friendGroups Install widget Invite / Refer Key page activity Love / Like thisMessaging Personalisation Posts

Profile Print pageRatingsRegistered usersReport spam / abuseReviewsSettingsSocial media sharing / participation Tagging TestimonialsTime spent on key pagesTime spent on site Total contributors Uploads Views Widgets Wishlists

• From CE11 model of GALLUP that have surveyed in the hospitality industry• CE11 is the metric that consider 11 issues as follows;

CE Measurement

Result?

-Increased brand loyalty

-Reduced customer churn

-Reduced costs of doing business

-Increased opportunities to cross-sell and up sell

- Ability to target and retain profitable customers

- Trust and mutual understanding of how services meet

Take actions from the result !!

Customer Engagement

Breadth of Relationship

Low High

Low

High

What need aren’t we meeting for these highly engaged customers?

How do these customers differ from others?

Why aren’t these customers engaged, and what can we do to engage them?

Who are these attrition risks and what can be done to retain them?

Result?

Q & A