Download - Bojan Blecic Credit Suisse
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CONFIDENTIAL
Building better Customer Experiencesat Credit Suisse
November 2007Bojan Blecic, VP Customer ExperienceClient Insight Management
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B. Blecic, Customer Experience November 07
Slide 2
Credit Suisse - Facts & Figures 2006
Source: http://www.credit-suisse.com/investors/doc/facts_figures_usd_en.pdf
Founded in 1856
Active in over 50 countries.
Approx. 45'000 employees
Assets under management in trillions
$ 1.2
Net income in billions
$ 9.8
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B. Blecic, Customer Experience November 07
Slide 3
A lot of customers are interacting with us
Every month in Switzerland...
More than 225,000 calls are handled by the contact center
Approximately 600,000 client visits are served in our branches
More than 3.5 million envelopes are mailed out There are over 400,000 log-ins into the e-
banking tool
...we have countless personal interactions with clients and prospects....
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B. Blecic, Customer Experience November 07
Slide 4
Why we started to care deeply about the Credit Suisse Experience
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B. Blecic, Customer Experience November 07
Slide 5
Gap to leading position
37%
42%
58%
79%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Credit Suisse
Retail Banking Clients
Percent of clients willing to recommend main bank
Source: Basisbankenstudie 1. Semester 2004
oth
er
banks
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B. Blecic, Customer Experience November 07
Slide 6
Customers considering to change Bank (including:"yes, I will change soon / " yes, I have already thought about it")
Ø 14%
25%
25%
17%
13%
12%
12%
6%
9%
The risk of loosing customers is higher than the average...
1%
1%
2%
2%
1%
2%
3%
3%
8%
5%
10%
10%
12%
15%
22%
22%Credit Suisse
oth
er
banks
yes, will change soon
yes, I am thinking about it
Source: Basisbankenstudie 1. Semester 2004
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B. Blecic, Customer Experience November 07
Slide 7
A visit to the branch
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B. Blecic, Customer Experience November 07
Slide 8
Which button would you push?
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B. Blecic, Customer Experience November 07
Slide 9
What happens when we 'think' we know what is good for the customer
?
Discretion?Comfort?Clarity?
Everything here is rarely, if ever seen
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B. Blecic, Customer Experience November 07
Slide 10
Within a framework agreement (duration of 1 - 10 years), individual tranches (duration of 3 - 12 months) are fixed. You can choose your preferred duration for a tranche, giving you direct influence on the length of your fixed interest rate periods. Once a tranche has expired, you can select a new tranche within your framework agreement depending on how you see future interest rates developing. Alternatively you can take the opportunity in accordance with the agreement - to switch to a different mortgage model from our extensive range.
Even the language we use with our customers isn't quite what they need...
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B. Blecic, Customer Experience November 07
Slide 11
And the Employee Experience
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B. Blecic, Customer Experience November 07
Slide 12
At the intranet as well, there are some things that might be confusing users....
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B. Blecic, Customer Experience November 07
Slide 13
So, why do bad experiences ever get created in the first place?
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B. Blecic, Customer Experience November 07
Slide 14
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B. Blecic, Customer Experience November 07
Slide 15
I just don't understand it...
Figure out what went
wrong
Customers react
The reason that customer experiences are poor is down to how they are created within the business
Launch it Build it Generate ideas internally for new products
Hey, I've got a great idea for a new product...brochure... website...HR policy... branch...software...
Customers are gonna love it!
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B. Blecic, Customer Experience November 07
Slide 16
Culturepatterns of human activity and the structures that give them significance and importance.
http://en.wikipedia.org/wiki/Culture
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B. Blecic, Customer Experience November 07
Slide 17
Focus on the customer!Be customer focused!
How the heck do I do that?
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B. Blecic, Customer Experience November 07
Slide 18
We have our mouths full of customers, but our practice is full of ourselves.
M. Rijsberman
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B. Blecic, Customer Experience November 07
Slide 19
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B. Blecic, Customer Experience November 07
Slide 20
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B. Blecic, Customer Experience November 07
Slide 21
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B. Blecic, Customer Experience November 07
Slide 22
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B. Blecic, Customer Experience November 07
Slide 23
The Work
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B. Blecic, Customer Experience November 07
Slide 24
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B. Blecic, Customer Experience November 07
Slide 25
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B. Blecic, Customer Experience November 07
Slide 26
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B. Blecic, Customer Experience November 07
Slide 27
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B. Blecic, Customer Experience November 07
Slide 28
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B. Blecic, Customer Experience November 07
Slide 29
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B. Blecic, Customer Experience November 07
Slide 30
The Result
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B. Blecic, Customer Experience November 07
Slide 31
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B. Blecic, Customer Experience November 07
Slide 32
The First step in improving any customer experience is understanding that customer experience.
The first step in understanding a customer experience is developing....
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B. Blecic, Customer Experience November 07
Slide 33
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B. Blecic, Customer Experience November 07
Slide 34
"You can't know your customer until you've gone through your customer experience yourself." - CX Team
"You can't know a person until you've walked a mile in their moccasins." - American Indian Saying
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B. Blecic, Customer Experience November 07
Slide 35
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B. Blecic, Customer Experience November 07
Slide 36
Filling out a form is not always easy...
Increase in comprehensibility in content and usability
Reduction of error rate in form completion to 9.3% (from 18.5%)
Higher external and internal customer
satisfaction
~ 50 %less mistakes
...in fact 18.5% of the forms have mistakes
Authors
Clients
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B. Blecic, Customer Experience November 07
Slide 37
Experience Immersion
is a technique you can use to develop customer empathy in yourself and those around you.
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B. Blecic, Customer Experience November 07
Slide 38
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B. Blecic, Customer Experience November 07
Slide 39
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B. Blecic, Customer Experience November 07
Slide 40
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B. Blecic, Customer Experience November 07
Slide 41
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B. Blecic, Customer Experience November 07
Slide 42
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B. Blecic, Customer Experience November 07
Slide 43
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B. Blecic, Customer Experience November 07
Slide 44
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B. Blecic, Customer Experience November 07
Slide 45
" If you tell me I will forget, If you show me, I will remember If you involve me, I will understand "
Confucius
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B. Blecic, Customer Experience November 07
Slide 46
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B. Blecic, Customer Experience November 07
Slide 47
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B. Blecic, Customer Experience November 07
Slide 48
Private Banking Retail BankingCorporate Banking
Very satisfied
Satisfied
Dissatisfied A B C A B A B C
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B. Blecic, Customer Experience November 07
Slide 49
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B. Blecic, Customer Experience November 07
Slide 50
Does anyone know where the salt is?
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B. Blecic, Customer Experience November 07
Slide 51
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B. Blecic, Customer Experience November 07
Slide 52
We now have client metrics on our management scorecards.
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B. Blecic, Customer Experience November 07
Slide 53
Improvements in the branch
Increase in sales leads: 100%
Traffic moved from cash-desk to ATM:30%
Marketing awarness: 400% increase
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B. Blecic, Customer Experience November 07
Slide 54
Do it yourself
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B. Blecic, Customer Experience November 07
Slide 55
involve your people
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B. Blecic, Customer Experience November 07
Slide 56
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B. Blecic, Customer Experience November 07
Slide 57
Bojan BlecicCustomer Experience, Credit Suisse
Thanks
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B. Blecic, Customer Experience November 07
Slide 58