customer engagement: what getting closer to your customer really means
DESCRIPTION
I produced this deck for a webinar I did with Rant & Rave - a real time customer feedback platform (amongst other things). Build the deck around question the audience asked at registration on key engagement topicsTRANSCRIPT
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W h a t G e t t i n g C l o s e r T o Y o u r C u s t o m e r R e a l l y M e a n s © Brainfood Consulting 2014
InsideOut
Which Is The Better Strategy?
OutsideIn
W h a t G e t t i n g C l o s e r T o Y o u r C u s t o m e r R e a l l y M e a n s © Brainfood Consulting 2014
“How do we get our agents having great conversation with customers? How do we get closer to our customers? “
W h a t G e t t i n g C l o s e r T o Y o u r C u s t o m e r R e a l l y M e a n s © Brainfood Consulting 2014
Customer Listening
W h a t G e t t i n g C l o s e r T o Y o u r C u s t o m e r R e a l l y M e a n s © Brainfood Consulting 2014
st
ar
t en
d
e x c e p t i o n s - h i g h s
e x c e p t i o n s - l o w s
What Do We Remember?
W h a t G e t t i n g C l o s e r T o Y o u r C u s t o m e r R e a l l y M e a n s © Brainfood Consulting 2014
st
ar
t en
d
e x c e p t i o n s - h i g h s
e x c e p t i o n s - l o w s
C O N V E R S A T I O NM A N A G E M E N T
What Do We Remember?
W h a t G e t t i n g C l o s e r T o Y o u r C u s t o m e r R e a l l y M e a n s © Brainfood Consulting 2014
The Chemistry
W h a t G e t t i n g C l o s e r T o Y o u r C u s t o m e r R e a l l y M e a n s © Brainfood Consulting 2014
Management Style
W h a t G e t t i n g C l o s e r T o Y o u r C u s t o m e r R e a l l y M e a n s © Brainfood Consulting 2014
Purpose
Meaning
Energy
Extra
Refu
elle
d by
RE
COG
NIT
ION
PurposeMastery
Autonomy
PurposeMastery
Autonomy
W h a t G e t t i n g C l o s e r T o Y o u r C u s t o m e r R e a l l y M e a n s © Brainfood Consulting 2014
W h a t G e t t i n g C l o s e r T o Y o u r C u s t o m e r R e a l l y M e a n s © Brainfood Consulting 2014
“Understanding the huge amounts of feedback in order to drive top-line actions and getting buy in from all hierarchy levels”
W h a t G e t t i n g C l o s e r T o Y o u r C u s t o m e r R e a l l y M e a n s © Brainfood Consulting 2014
LISTEN
INTERPRET
REDESIGN/INVENT
PILOT/LEARN
IMPROVE
Voice Of The Customer
Cross Functional Collaboration
Chief Customer Officer/Chief Digital Officer
W h a t G e t t i n g C l o s e r T o Y o u r C u s t o m e r R e a l l y M e a n s © Brainfood Consulting 2014
PilotLearn
RedesignInvent
InterpretImprove
Enterpr ise Transformat ion Workfl ow
Listen
W h a t G e t t i n g C l o s e r T o Y o u r C u s t o m e r R e a l l y M e a n s © Brainfood Consulting 2014
R&D
Finance
Manufacturing
Sales
Marketing
Distribution
Customer Service
Become A Change Hub
W h a t G e t t i n g C l o s e r T o Y o u r C u s t o m e r R e a l l y M e a n s © Brainfood Consulting 2014
TIP: Quantify The Pain
W h a t G e t t i n g C l o s e r T o Y o u r C u s t o m e r R e a l l y M e a n s © Brainfood Consulting 2014
“Getting a better understanding of a customer journey and a better perspective on customer experience”
W h a t G e t t i n g C l o s e r T o Y o u r C u s t o m e r R e a l l y M e a n s © Brainfood Consulting 2014
Customer Effort
Upstream & Downstream Mgt
u p s t r e a m d o w n s t r e a m
LitigationComplaintMultipletransfers
2+ timeresolution
InboundSituation
is recognised
1st timeresolution
OutboundSituation
is anticipated
Need isremoved
W h a t G e t t i n g C l o s e r T o Y o u r C u s t o m e r R e a l l y M e a n s © Brainfood Consulting 2014
Customer Effort
U P S T R E A M D O W N S T R E A M
LitigationComplaintMultipletransfers
2+ timeresolution
InboundSituation
is recognised
1st timeresolution
OutboundSituation
is anticipated
Need isremoved
Upstream & Downstream Mgt
W h a t G e t t i n g C l o s e r T o Y o u r C u s t o m e r R e a l l y M e a n s © Brainfood Consulting 2014
W h a t G e t t i n g C l o s e r T o Y o u r C u s t o m e r R e a l l y M e a n s © Brainfood Consulting 2014
W h a t G e t t i n g C l o s e r T o Y o u r C u s t o m e r R e a l l y M e a n s © Brainfood Consulting 2014
W h a t G e t t i n g C l o s e r T o Y o u r C u s t o m e r R e a l l y M e a n s © Brainfood Consulting 2014
W h a t G e t t i n g C l o s e r T o Y o u r C u s t o m e r R e a l l y M e a n s © Brainfood Consulting 2014
“ What is customer engagement and how do we get better?“
W h a t G e t t i n g C l o s e r T o Y o u r C u s t o m e r R e a l l y M e a n s © Brainfood Consulting 2014
Outside - In
a c r o s s d e v i c e s & c h a n n e l s
W h a t G e t t i n g C l o s e r T o Y o u r C u s t o m e r R e a l l y M e a n s © Brainfood Consulting 2014
Inside - Out
a c r o s s d e v i c e s & c h a n n e l s
W h a t G e t t i n g C l o s e r T o Y o u r C u s t o m e r R e a l l y M e a n s © Brainfood Consulting 2014
Web
Digita
l
Social
Fron
t Offi
ce
A L I G N M E N T v i s i o n - s t r a t e g y - i n f r a s t r u c t u r e - c o m p e t e n c y - C X / U X
Mob
ileIn S
tore
The Challenge: Beyond Silos
W h a t G e t t i n g C l o s e r T o Y o u r C u s t o m e r R e a l l y M e a n s © Brainfood Consulting 2014
Needs A Mindset Change
W h a t G e t t i n g C l o s e r T o Y o u r C u s t o m e r R e a l l y M e a n s © Brainfood Consulting 2014
TIP: Get The Job Done
Customer
Engagement
Manager
Customer Experience Manager
Customer
Intelligence
Manager
Head Of
Mortgages
Improvement
& Strategy
Manager
Global CRM & Email Manager
Quality Team Lead Quality & Process Manager
Publishing & Channels
Communications
Manager
Head of Retail Network
Senior Insight
Manager
Head of Operations
OperationsManager
Customer Service Manager
Head Of
Insights
Head ofOutsourced
Voice
W h a t G e t t i n g C l o s e r T o Y o u r C u s t o m e r R e a l l y M e a n s © Brainfood Consulting 2014
One Team One Boss
One BudgetOne MissionOne Culture
A View Of The Future
W h a t G e t t i n g C l o s e r T o Y o u r C u s t o m e r R e a l l y M e a n s © Brainfood Consulting 2014
Operating Model
W h a t G e t t i n g C l o s e r T o Y o u r C u s t o m e r R e a l l y M e a n s © Brainfood Consulting 2014
Be There
Be Relevant
LIST
ENLEARN