customer management in the age of digital engagement
TRANSCRIPT
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..
image courtesy:: http://www.flickr.com/photos/yalcin_arsan/4001627189/in/pool-crowded_multitude
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?
image courtesy: http://www.flickr.com/photos/yalcin_arsan/4055973255/in/pool-crowded_multitude
WHEN IS VALUE CREATED?
image courtesy: http://www.flickr.com/photos/viriyincy/3594764008/
VALUE IS ALWAYS CO-CREATED IN CONTEXT
image courtesy: http://www.flickr.com/photos/mithril/2764675971/
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”
image courtesy: http://www.flickr.com/photos/rakustow/3942156152/
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
image courtesy: http://www.flickr.com/photos/ableman/534153791/in/set-72157600321756478/
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
image courtesy: http://www.flickr.com/photos/ableman/534153791/in/set-72157600321756478/
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.
image courtesy: http://www.flickr.com/photos/berkeleylab/2826536670/in/set-72157606890009024/
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