voice of customer program design

VoC Program DesignCapturing Customer Feedback Across All Interactions

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International Customer Experience Management SummitIstanbul, Turkey - September 24th, 2014

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• Introduction: Importance of VoC

• How was it done in the Lebanese Market?– CX Framework– Customer related metrics– Correlation of metrics

• How does the VoC flow within the organization?

• Observation

Content

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Silent Customers

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Silent Customers

A silent customer is a dangerous customer. You don’t know what they’re thinking. Be Proactive and ask.

-Shep Hyken

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Customers in the Blind Spot

http://www.fortheinjured.com/blind-spot-accident.html#top

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Statistics from the National Highway Traffic Safety Administration show that nearly 840,000 blind spot accidents occur each year in the United States resulting in 300 fatalities

http://www.fortheinjured.com/blind-spot-accident.html#top

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According to Financial Training Services, 96% of unhappy customers don’t complain, however 91% of those will simply leave and never come back

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Front Porch Theory

Reference: The Front Porch Theory – Cam Cornelius (https://www.linkedin.com/pulse/article/20140414215839-33120216-the-front-porch-theory)

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VoC Outcomes

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OK, let’s buy a Technology Platform ….

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….. And rebuild our KPI reporting model

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How was it done?

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CX Blueprint

Organization

Data

Processes

Systems

Identify Visualize Measure

Analyze

RecommendTrainTransform

Dimensions* Transformation Stages

Enablers

1 2 3

4

567

Strategy Design

CultureGovernance

Voice of Customers

Understanding

*Dimensions based on Forrester’s Outside In

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VoC Collection ModesM

ode

Relational

Transactional

Qualitative

Quantitative

Monthly survey to customers asking about their satisfaction with the company in general, touchpoints, prices, quality of service, and willingness to recommend.Surveying customers within 48 hours of completing a certain transaction and asking about the satisfaction with this specific transaction.

Focus groups, customer observation, crowd sourcing, sentiment analysis, etc…

Detailed satisfaction surveys both on relational and transactional basis.

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CX Blueprint: Dimensions - VoC

Dimensions Description

Strategy Design

CultureGovernance

Voice of Customers

Understanding

Executive Board

Monthly CSAT

Transactional USSD Website Email &

SMS

OVS NPS WoMI CES NTS

Stage 1

Tx 1

Stage 2

Stage x

Tx 2Tx 1Tx 2

Tx 1Tx 2

F2F Call Center

Social Media

Mobile App

Web & Email

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CX Blueprint: Dimensions - Understanding


Strategy Design

CultureGovernance

Voice of Customers

Understanding

Demographics

Attitude/Personality

Usage Behavior

Interests & Hobbies

Gender, age group,

social class

Competent, Steady, Director,

Influencer

Sports, Music,

Movies, Shopping,

etc..

Trendy, Conservativ

e, High Value, Below

0

Understanding Customers needs and expectations, by surveying and observation and then building Customer Advocacy

PERSONAS

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CX Blueprint: Transformation Stages - Measure

Transformation Stages Description

Identify1

Visualize2

Measure3

Analyze4

Recommend

5

Train6

Transform

7

1 2 3 4 5 6 7 8 9 10

Detractors Passives Promoters

1 2 3 4 5 6 7 8 9 10

Pain Neutral Delight

1 2 3 4 5 6 7 8 9 10

High Effort Medium Effort Low Effort

NPS

OVS/

CSAT

CES

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Word of Mouth Index (WoMI)

1 2 3 4 5 6 7 8 9 10

Detractors Passives Promoters

“How likely are you to recommend company to

others?”

Net Promoter Score

1 2 3 4 5 6 7 8 9 10

Not at all Likely Neutral Ext. Likely

“How likely are you to discourage others from doing business with this company?”

Likeliness to discourage

Word of Mouth Index (WoMI)True Promoters True Detractors

Recommend % of 9’s and 10’s

Discourage % of 9’s and 10’s

-

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Focus of Different Metrics

Product 1

Company

Brand 1 Brand 2 Brand X

Product 2

Customer care

Network

Other services / touch points

Product 3

Product 4

Product 5

Product X

Customer care

Network

… … …

NPS

NPS

Most appropriate survey

toolFocus Areas

OVS WoMI

OVS

Loya

lty

Most appropriate survey

tool

CES

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Build-up of Holistic CX Metric – Overall Satisfaction

Weight Performance

Based on importance from Focus Groups and Customer Surveys, a weight was developed for each customer related attribute.

Performance rating based on customer responses to each of the surveyed attributes.

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Contact Center

Products & Services


Overall Satisfaction

Service Quality

Attributes

Factors/Dimension

s

Overall Satisfactio

nW

eb

Socia

l

Bran

ches

Call

Cent

er

Ease

of U

se

Valid

ity

Valu

e

Qual

ity o

f ca

lls

Data

th

roug

hput

Stab

ility

of

conn

ectio

n

ILLUSTRATIVE

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Contact Center

Products & Services


Overall Satisfaction

Service Quality

Attributes

Factors/Dimension

s

Overall Satisfactio

n

5%

10%

5%

5%

….. 15% 12% 8%

ILLUSTRATIVE

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Correlation between Scores

Satisfaction

Effor

t

ILLUSTRATIVE

NPS: 9-10

NPS: 7-8

NPS: 1-6

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Customer Metrics vs. Internal KPIs

961-xxxxxxxx 8

961-xxxxxxxx 4

961-xxxxxxxx 3

961-xxxxxxxx 9

961-xxxxxxxx 3

961-xxxxxxxx 6

961-xxxxxxxx 6

……

..

……

..

……

..

MSISDN NPSDCR

Internal KPI’s

CSSR Block % # of complaints Avg. Bill

0 $ 97.32

0 $ 23.37

3 $ 132.23

1 $ 96.37

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Customer Buckets

Metric Comparison Customer Buckets

Bucket 1

Bucket 2

Bucket 3

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How does the VoC flow within the organization?

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CX Blueprint: Dimensions - Governance


Strategy Design

CultureGovernance

Voice of Customers

Understanding

Executive Board

CEM Center of Excellence

Dec

isio

nD

esig

n,

Plan

ning

&

Coor

dina

tion

Exec

utio

n

Marketing Sales Customer Care

HR …. IT

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Flow of VoC

Collect

Analyze

Distribute

Evaluate

Respond

Improve

Assess

Educate Promise

Transformation Programs

Marketing Sales Customer Care HR….

Improvements

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The Power of “WORD OF MOUTH”

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Thank YOU!

@ Mohamad El-Hinnawi

@mdhinnawi

voice of customer program design

Business