measuring, managing and operating the end-to-end customer experience in the age of the empowered...
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Measuring, managing and operating the end-to-end
customer experience in the age of the empowered customer
What is Customer Experience
Deepening the RELATIONSHIP with CUSTOMERS
-Building Empowering Relationships-
Building Empowering Relationshipsmeans:
about the relationship
are passionate
We
Building Empowering Relationshipsmeans:
understanding Customer needs
are relentless about
we
Building Empowering Relationshipsmeans:
choice in customers’ hands
place power of
we
Building Empowering Relationshipsmeans:
that we care
Customers Trust
Our
Building Empowering Relationshipsmeans:
relationships not MSISDNs
our customers as
We treat
How do we
OperateOperate ManageManage MeasureMeasure
Empowering relationship
03
80s80s 90s90s 00s00s NOWNOW
Operating CExOperating CEx
Evolution of Customer Service into Customer Exeprience
† Understanding The Customer
† Managing The Customer
† Designing Good service experience for the Customer
† Delivering Right the Experience to the Right Segment
Operating CExOperating CEx
03
Managing CExManaging CEx
03
Managing CExManaging CEx
2014
2016
Knowledge Areas:Language skills (content and
interaction)
Knowledge Areas:Language skills (content and
interaction)
Capability Areas:Complaint
Troubleshooting
Capability Areas:Complaint
Troubleshooting
Trusted,Tech-Savvy;Trendy; Friendly.
HighLow Desired Behaviour
High
Behaviour Areas: Positive and
Dynamic
Behaviour Areas: Positive and
Dynamic
We are a Team!We are our Brand!We are our Customers!We are all Salespeople!
11
22
33
The right Staff Frame
Managing CExManaging CEx
Net Promoter Score
Net Promoter Score
Customer Satisfaction
Survey
Customer Satisfaction
Survey
First Call ResolutionFirst Call
Resolution
Average Wait Time
Average Wait Time
Number of times
Repurchase
Number of times
Repurchase
Managing CExManaging CEx
-Do you think these KPIs gives truth Picture of measurement of
Customer Empowerment?-
- Measuring of CUSTOMER EFFORT -
How Easy was it for the Customer to..How Easy was it for the Customer to..
Know about the ServiceKnow about the Service
Access the Service
Access the Service
Purchase the Service
Purchase the Service
Connecting to the You
Connecting to the You RepurchaseRepurchase
Radio AdWeb PageBillboardSilent SalesmenTVC
IVRWeb PageUSSDHome DeliveryPOSCall Centre3rd party Vendors
ChequeMobile MoneyBank TransferDirect DebitVia Top up CardsVisaOthers
Plug and PlayDetail GuidelineInstant or WeeksWaiting List??Not Available??
Auto repurchase???
- Measuring of CUSTOMER EFFORT by Segments -
Spend
Ten
ure
Status
• Secure your revenue. Recover potentially lost customers.
• Engage existing customers as a sustainable engine for growth.
• Reduce the costs of new customer acquisition
• Engage employees. Reduce staff turnover and cost of hiring.
• Reduce the cost of customer and employee feedback infrastructure.
Benefits of structured CExBenefits of structured CEx
Thank youThank you
Stephen Essien
Head, Customer Operations
Tigo Ghana
+233 577 55 20 20+233 202 400 400
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