customer management in the age of digital engagement

CUSTOMER MANAGEMENT IN THE AGE OF DIGITAL ENGAGEMENT

Wim RampenCMOCX CompanyFeedback: @wimrampen

MY REAL JOB IS TO CREATE, SERVE AND KEEP A CUSTOMER

CX COMPANY. FOUNDED IN 2004. Launched 1st chatbot, with Rabobank on MSN in 2005

TravelFinance Retail Telecom Utility Logistics

LET’S START THE CONVERSATION

WHAT IS CUSTOMER CENTRICITY?

Customer centricity refers to theorientation of a company to the

needsand behaviours of its customers,rather than internal drivers...

WHAT ARE CUSTOMER

NEEDS..

DEFINE VALUE..

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Jan de Vuijst: “Waarde zit in de ogen van de klant.”

Steve Vargo & Bob Lush:

“Value can only be defined by its beneficiary”

VALUE, TO WHOM?

Speed of answer

Speed of answer

+Inbound

sales

Speed of answer

+Inbound sales

+Customer Retention

Speed of answer+

Inbound sales+

Customer Retention

+Analytics driven up & cross-sell

VALUE, TO WHOM?

GOODS DOMINANT LOGIC:value is created at the moment of exchange,

after that, the Customer is on his own

image courtesy: http://www.flickr.com/photos/mithril/2764675971/

value exchange: when money and ownership or

rights change hands

The new dominant logic: SERVICE

LOGIC

WHO IS “RESPONSIBLE”?WHO CREATES VALUE?

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WHEN IS VALUE CREATED?

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VALUE IS ALWAYS CO-CREATED IN CONTEXT

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WHY IS THIS

If value for the Customer is dominantlycreated after value exchange, i.e. INUSE, both scope and content ofCUSTOMER STRATEGIES SHOULD SHIFTfrom dominantly focused on creatingmomentum for transactions andcontact reduction to creating acontinuum of interactions aimed tosupport customers’ value creation

SHIFTING CUSTOMER MANAGEMENT “PARADIGMS”

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SOURCE:

COMPANIES ARE NOT IN A

RELATIONSHIP WITH CUSTOMERS.

PEOPLE HAVE RELATIONSHIPS

THE SAME “PRODUCTION”

PROCESS FOR ALL CUSTOMERS?

CUSTOMER LIFETIME VALUE IS NO LONGER SUFFICIENT

LIFETIME + REFERRAL + NETWORK + KNOWLEDGE VALUE = TOTAL CUSTOMER ENGAGEMENT VALUE

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VOICE OF THE CUSTOMER

CUSTOMER CONTACT STRATEGY

CUSTOMER EXPERIENCE

TRANSFORMATION

OPERATIONAL CLOSED LOOP

FEEDBACK

MID & LONGER TERM IMPROVEMENT & INNOVATION CYCLES

CUSTOMER MANAGEMENT IN THE ENTERPRISE TODAY

CUSTOMER INTELLIGENCE & ANALYTICS (CRM)

VOICE OF THE CUSTOMER

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Combines qualitative

withquantitative

Involves employees in closing the loop

Analyses Journeys & Touchpoints

Sets clearpriorities

VOICE OF THE CUSTOMER

CONNECTING THE DOTS WITH DATA ANALYTICS

CUSTOMER CONTACT STRATEGY

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Product related

Invoicing

Info & sales

requestsIT-question

Change record

Contacts

Trigger

TriggerHoge impact klanttriggerLage impact klanttrigger

Delta Lloyd triggerExterne trigger

Betalen• Premiebetaling• Betalingsachterstand• Betalingsherinnering• Extra aflossen

Claimen, uitkeren• Claim indienen• Expiratie• Bedrag uitkeren

Gegevens wijzigen• Adres wijzigen

• Persoonsgegevens wijzigen

Vragen , informeren• Ontvangstbevestiging

• Statusvraag• Informeren (polis, beleid)

• Klacht indienen

Product wijzigen• Dekking/bedrag/rente

wijzigen• Afkoop

• Product opzeggen

IT-vraag• Gebruikersnaam,

wachtwoord• Inlogprobleem• Technische vraag

Change product

IDENTIFY & CLASSIFY KEY CONTACTS & TRIGGERS

DESIGN STRATEGIES FOR EACH TYPE OF CONTACT

CUSTOMER EXPERIENCE

CUSTOMER EXPERIENCEEVOLUTION

IT’S THE CUSTOMER’S

JOB

WHAT CHANNEL FOR WHAT CUSTOMER JOB?

Customer Management 1st job is to understand customers’ value creation

process (= jobs & desired outcomes) and where in the process Customers fail to

meet their desired outcomes.

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STEP I: UNDERSTAND KEY CUSTOMER JOBS OVER THE LIFECYCLE

STEP II: MAP JOB-STEPS IN DETAIL

STEP III: TOUCH-POINTS

STEP IV: AHA.. NOW I GET IT

CHATBOTS

What the..!?

Chatbots can beintelligent assistants, but

they do not need to beIntelligent chatbots are automated self-service resources, offering consistent answers and responses to queries or instructions on behalf of brands or enterprise companies

Bots, or Chatbots are automated, conversational software agents deployed most often inside of a messaging app, such as Facebook Messenger, Slack, WeChat, Spark and others.

MACHINE LEARNING TAKES (LOTS OF) TIME, EFFORT AND MONEY BECAUSE IT REQUIRES LOTS OF DATA, ADVANCED ANALYTICS CAPABILITIES AND MANY, MANY EXPERIMENTS

(BUT IT CAN BE AMAZING WHEN APPLIED WELL)

RESULTS

Humans: 90%

Random: 44%

AI High-score: 58%

AI Low-score: 32%

Babar wonders howhe can get new

clothing. Luckily, a very rich old man whohas always been fond

of little elephantsunderstands right

away that he is longing for a fine suit.

WINOGRAD CHALLENGE

Who is “he”?

NLP RECOGNITION RATE > 90%+AUTOMATED BUSINESS RULES +HUMAN BASED LEARNING=15% - 50% LIVE CONTACT REDUCTION

ACCORDING TO OUR CLIENTS

IN THE FURTURE, WILL YOU ALL BE..

Digital interaction volumeGrowth rate

Live Contact growth rate

if notautomated?

WE NEED HUMANS AND ARTIFICIAL INTELLIGENCE TO WORK TOGETHER TO CREATE VALUE FOR CUSTOMER AND COMPANY WITH THE 80% TO 90% OF DIGITAL INTERACTIONS THAT CURRENTLY GO TO WASTE

Automate online FAQ-dialogue & promote the right channel for thejob

Transform key-journeys accrosschannels with pro-activenotifications & conversationaldialogue

Unlock hiddenvalue by creatingnew hybridinteractions & journeys that help customers get their job done

NLP withrule-basedautomation

Context andpersonalisation

Advanced analytics & machine learning

THANK YOU! LET’S START THE DEBATE