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The New Way of managing the CX:

ENTERPRISE FEEDBACK MANAGEMENT

Ralf GANZENMÜLLERCEO Ipsos Loyalty

Client Conference Turkey

Araştırmada Yenilikler Konferansı, Innovation in Research Conference /4 Haziran 2015, 4 June 2015

What it is?

Reason Why?

EFM & Investment in EFM

Ipsos Portfolio

Some Truths

The New Way of Managing the Customer Experience:

Enterprise Feedback Management

3

Araştırmada Yenilikler Konferansı, Innovation in Research Conference /4 Haziran 2015, 4 June 2015 5

1.8 Billion


THE ERA OF SPONTANEOUS SELF-EXPRESSION: IMAGES, DATA, TEXT, CX, …

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CONSUMERS TODAY …

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� Demanding : « the perfect CX » (right for me, right when I want it, right where I am)

� Powered by mobile

� Boosted by social media

� Conscious of their values (expectations) and willing to express them

THE ERA OF OF EMPOWERED CONSUMERS / CUSTOMERS:


FORRESTER RESEARCH 2007-2013

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TECHNOLOGIES TO WATCH IN 2015

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PWC CEO SURVEY 2015

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What it is?

Reason Why?


Ipsos Portfolio

Some Truths



EFM – ALL YOU NEED TO KNOW IS IN THE NAME

Enterprise

Feedback

Management

100’s or 1000’s of daily users

at all organizational levels

All sorts, structured, unstructured,

passive, active, internal, external

– much more than survey data

Real time, closed loop action

oriented, results focused

E

F

M


CONSEQUENCE: EFM IS A NEW WAY OF MANAGING CUSTOMER FEEDBACK

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The Old Way The New Way

Action Orientation Feeding a scorecard Closing the loop

Ongoing Feedback (Bi-)Annual surveys Real time

Survey Structure Survey based Verbatim oriented

Data Integration Single source Multiple sources

(Predictive Modeling) Reactive response Anticipating behavior


What it is?

Reason Why?


Ipsos Portfolio

Some Truths




EFM is A New Way of CX Measurement for today’s digital worldFaster, device-agnostic, in-the-moment, engaging

New Ways of working with our clients More advisory, more collaborative, more IT

•Ipsos Loyalty is NOT a SaaS Company• We are not and don’t intend to be a Software-As-A-Service Firm

•Ipsos Loyalty IS a SaaS Company• We want to be the best Service-And-A-Software Firm


HOW EFM WORKS – IN VERY BASIC TERMS

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Everything real time and full CRM integration!

Real time

sample flow

Real time

reportingReal time data

back to CRM


IPSOS EFM PORTFOLIO: MARKET ENTRY SOLUTION VIEWSCAST (IVR) – STANDARD

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IPSOS EFM PORTFOLIO: MARKET ENTRY SOLUTION VIEWSCAST (IVR) - CUSTOM DESIGN

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IPSOS EFM PORTFOLIO: EFM CUSTOM SOLUTION – BASEVERSION

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• Role-based reporting dashboards tailored

to different functions in the business

• Agent/customer level reporting and

closed loop feedback for

Operations/Customer Relationship teams

• Drill down into insights and segment

feedback in many different ways

• Embedded verbatim responses to provide

context for interpretation of scores

• Functionality for ‘super-users’ to build

their own dashboards according to their

needs

Benchmarking over

all questions

Overview of status

Hot Alerts

Refeed of KPIs into the

client CRM system to

optimize marketing

actions

Delivery of sales

opportunities to

increase business

Create customer

care excellence to

delight customers


IPSOS EFM PORTFOLIO: EFM CUSTOM SOLUTION – CUSTOM DESIGN

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IPSOS EFM PORTFOLIO: EFM CUSTOM SOLUTION – CUSTOM DESIGN

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IPSOS EFM PORTFOLIO: EFM CUSTOM SOLUTION – THE NEW CUSTOM DESIGN (CURRENTLY IN DESIGN-PHASE)

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What it is?

Reason Why?


Ipsos Portfolio

Some Truths



There is no such thing like a

perfect software existing

No one fits all

No fit foreverNo fit forever

THERE IS NO SUCH THING LIKE A PERFECT SOFTWARE EXISTING!

Build the technology around

your business needs, not

vice versa


USE SOFTWARE SOLUTIONS BUILD FOR YOUR INDUSTRY AND YOUR NEEDS

Software is a mean to an end -

NOT AN END IN ITSELF


ALTHOUGH EFM ALMOST ALLTIME MUST BE SAAS, IPSOS IS SELLING A SERVICE AND NOT ONLY A SOFTWARE. SOFTWARE IS A MEAN TO AN END – NOT AN END IN ITSELF

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Implementation is critical.

Successful CEM Organizations focus on Alignment

and Engagement not just Metrics and Analysis

Building Understanding

Research Design/Planning

1

Stakeholder Alignment &

Engagement

2

Measurement/Reporting/Analytics3

Action Planning/Ongoing Program

Re-evaluation

4

It requires Courage to bring

Customer Experience to the

next level

EFM fits perfect to our Ipsos

New Way Initiative.


• Actuality (Real-Time)

• Democracy (Role-Based-Reporting)

• Practicability (Mobile)

Game Changing

(increase value of data)

• Better (more value)

• Quicker (Real-Time)

• Cheaper (Mobile, Online, IVR)BQC!

• Security (our Ipsos promise to make EFM smart and reliable)

• Simplicity (EFM by definition short & simple)• Speed (Real-Time)

• Substance (we design, deploy, operate integrated CI/CX systems)

4S

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EFM & THE IPSOS MANTRAS

çok teşekkür

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Presentations & Public Speaking