how do you, as insurance broker/company, get the right ... · contact person (empathy) complaint...

How do you, as Insurance

broker/company, get the right

appearance?

Customer experience

Moments of truth

Voice of the Customer

Metrics

Carglass®

Customer experience

What is “customer experience”?

emotions

interactions

brand /

organisation

Why manage experiences?

Customers today are …

… more critical and less loyal

Customers today have…

… less time

… zero tolerance for waiting time or lack of empowerment

… more choices than ever before

… more buying power

… high expectations

… no patience

… no problems changing suppliers

…

Along the

customer journey…

…through a variety

of channels

In person

Memorable experiences can lead to customer actions that build, or

destroy profits

Pleased

Comfortable

Appreciated

Important

Special

Frustrated

Let down

Angry

Ignored

Confused

19%

32%

0% 10% 20% 30% 40%

Purchased more products/services

Recommended to a friend or colleague

20%

25%

0% 10% 20% 30% 40%

Switched to new supplier/provider

Complained to a friend or colleague

Moments of truth

What are “moments of truth”?

Source: McKinsey - The ‘moment of truth’ in customer service

High emotional investment

Moment of truth

Low emotional investment “Is this

covered?”

VS

Why “Moments of truth”?

Handling these moments well can increase satisfaction, loyalty, generate word-of-mouth, gain a higher

value of that customer, …

Tools to help rise to the challenge:

1. A degree of self-regulation or empowerment

2. A positive outlook (not “yet another problem”) and constructive responses in mind

3. Awareness of the emotional aspects

4. Putting the client first, and expressing feelings of empathy and caring.

5. Knowledge transfer to backoffice people

Source: McKinsey - The ‘moment of truth’ in customer service

Trend: Instant, Anywhere Insurance Protection

Consumers are more mobile. Accidents can be documented and claims can be made

right on the spot.

Example: Smartphone apps to make claims, or ask for assistance based on GPS

coordinates.

- Consumers will expect to be able to do everything on a smartphone

- Brands will develop more apps to make/document claims – get rid of documents,

signatures

Voice of the customer

Voice of the customer

The in-depth process of

capturing a customer’s expectations,

preferences and aversions.

59% of consumers quit doing business with a company because of a bad

customer experience.

... But that was 4 years ago

Now this is up to 86%

Source: Harris Interactive, Customer Experience Impact Report

Why is the voice of the customer important?

70% of customers’ buying decisions are based on how they feel they are treated 70%

Source: “Understanding customers” – Ruby Newell-Legner

It takes 12 positive service experiences to make

up for one negative experience

1 12

Voice of the Customer Process

1. Listen to what your customers are saying

2. Interpret what they value

3. React by engaging with the customer

4. Monitor the outcome by repeating the process

Metrics

Some ways on how to measure this:

Net Promotor Score

Delight

Satisfaction

Metrics: Satisfaction

What is customer satisfaction?

= evaluation of the service. Ideally : measure immediately after the interaction.

Customer satisfaction provides an indicator of consumer purchase intentions and

loyalty.

Satisfaction is usually surveyed:

- For the brand/service in general,

- For common areas (people, advice, claims handling, complaints, …)

- For the detailed aspects of it

Follow-up portfolio Claim's handling

Advice

Contact person (empathy)

Complaint management

0%

10%

20%

30%

40%

50%

60%

70%

80%

0,30 0,35 0,40 0,45 0,50 0,55 0,60 0,65 0,70 0,75 0,80

Pe

rfo

rma

nc

e (

To

p2

)

Importance

Strategic

advantage

Minor disadvantage

Strategic

disadvantage

Strength without

strategic benefit Hig

h

High

Metrics: Delight

Delight = extra level of customer satisfaction

Customer

Satisfaction

Perceived

Service

Expected

Service Delighted

Satisfied

Dissatisfied

= - Per Exp

Per Exp

Per Exp

Less than

Equal

Exceeds

Customer Delight

Customer Delight is a positive emotional and rational state of a client that leads to enthusiasm about a company

Clients express this by …

… expressing positive emotions

… being very satisfied

… expressing intent to continue and continue their clientship

… promoting the company

SATISFACTION

PERFO

RM

AN

CE

Po

or

Ou

tsta

nd

ing

Delighted

ENHANCERS

DISSATISFIERS

Expected/

threshold

Attractive/

delighters

Disgusted

The Kano Model

To determine your real

drivers of DELIGHT

• Attitudes of service champions

• Frontline service providers skills

• Service recovery

• Keep an eager desire to serve others

• Show empathy to customers’ problems

• Ability to convey trust, competence & confidence

• Make the invisible part of service visible

• Provide value-added services

• Show personal touch & care

• Promise what you can do & keep promises

• Be professional

Skills on delighting customers Attitudes of service champions

• Attitudes of service champions

• Frontline service providers skills

• Service recovery

• Complaints – Best source of feedback

• 54% - 70% of customers return when their complaints are

resolved

• 95% of customers become loyal when their complaints are

resolved quickly

• Turn “upset” into “delighted” customers

Skills on delighting customers Service recovery

Metrics: Net Promotor Score (NPS)

What is Net Promotor Score (NPS)

NPS = a customer loyalty metric based on the question

“how likely is it that you would recommend company X to a friend or colleague?”

Not likely

at all

Very

likely

7 8 1 2 3 4 5 6 0 9 10

What is Net Promotor Score (NPS)

NPS = a customer loyalty metric based on the question

“how likely is it that you would recommend company X to a friend or colleague?”

Not likely

at all

Very

likely

7 8 1 2 3 4 5 6 0 9 10

Detractors Promoters Neutral

1% 1% 2% 2% 2% 10% 9% 25%

32% 8% 8%

0 1 2 3 4 5 6 7 8 9 10

Net Promotor Score – an example based on question “how likely is it that you would recommend company X to a friend or colleague?”

Score on 10

Detractors Neutral Promotors

NPS segments

-11%

NPS

27% 57% 16% Total

0-6 Detractors 7-8 Neutral 9-10 Promotors NPS = 16% Promotors –

27% Detractors

Very unsatisfied Unsatisfied Neutral Satisfied Very satisfied

Detractors 94% 90% 50% 10% 5%

Neutrals 5% 7% 45% 75% 35%

Promotors 1% 3% 5% 15% 60%

Link satisfaction with NPS

Being satisfied is not enough to promote a service/company.

Pro’s:

— Quick

— Simple

— Easy to collect

— Cost effective

— Benchmarking

Net Promotor Score – Pro’s and con’s

Con’s:

— No drivers of satisfaction (Relying on a single

number is dangerous)

— Likelihood to recommend = behaviour; loyalty

also consists of emotional elements such as trust

and identification, which is not measured in the

NPS

— Scores are highly dependant on culture, sector,

market conditions, …

1) Map the Customer Journey

2) Identify the Moments of Truth

3) Listen to the Voice of the Customer

4) Manage the Customer Experience

In summary : A positive customer experience is crucial

Top 5 attributes of companies that deliver

“Constantly Excellent Customer Experiences”

The key ingredient: People!

1. Well-trained and helpful employees

2. Excellent customer service

3. High quality goods & services

4. Friendly and caring employees

5. Personal attention, reward for loyalty

Carglass®

Vision Carglass®

Afin d’être le choix naturel

mais aussi la référence en matière de service,

nous nous engageons à dépasser les attentes

de nos clients

en leur fournissant un service de remplacement

et de réparation zélé et inoubliable.

N’importe où, n’importe quand. Gary Lubner CEO

Belron®

Jean-Paul Teyssen Managing Director

Carglass®

Caroline Ameloot Sales & Marketing

Director Carglass®

Le ‘Circle of success’ de Carglass®

Satisfaction

Clients

Satisfaction

Actionnaires

Satisfaction

Collaborateurs

1998 І Départ

2006 І Delight

2008 І NPS

2006 І I hate, I love

2013 І Facebook

2012 І Mise en pratique

NPS

2009 І International

2012 І Tél E-mail

Histoire

Job

Enquête

Résultats

Méthodologie

Possibilité d’agir

rapidement

Chaque client est

interrogé

70 000 enquêtes/an

Semaine x-1 Semaine x Semaine x+1

Evaluation globale + 9 aspects

1. Moment choisi par client

2. Endroit choisi par client

3. Amabilité

4. Efforts pour résoudre le problème

5. Qualité du travail

6. Ponctualité

7. Information

8. Compétence

9. Accessibilité

Satisfaction globale NPS &

Objectivité

Mesurer,

c’est savoir

Idées sous-jacentes

Clients et

feedback

= cruciaux

Créer la

mentalité

appropriée

“Tout feedback,

même négatif,

est une

opportunité”

Call-back dans

les 48h si le

client le souhaite

Résultats

Satisfaction

globale 97 %

NPS 81 %

Choix endroit 97 % Amabilité

99 %

Efforts 98 %

Qualité travail 96 %

Ponctualité 98 %

Information 97 %

Compétence 98 %

Accessibilité 98 %

Choix moment 96 %

Utilisation des résultats: interne

Filiales / Call center: online tool

Benchmark international

Utilisation des résultats: externe

Clients: comagnies d’assurance &

de leasing, fleets, courtiers

Non-clients: public plus large

Facebook Customer Delight Letter

En conclusion, il faut...

connaître son client, dépasser ses attentes, communiquer avec lui/elle...

et vivre ceci pleinement en interne et externe!

Thank you for your attention!

Kris Vloeberghs

GfK Belgium

Kris.Vloeberghs@gfk.com

+32 16 74 24 04

Caroline Ameloot

Carglass®

Caroline.Ameloot@carglass.be

+32 11 30 15 15