Case

DELIVERING WOW EXPERIENCES THAT DRIVE CONSUMER LOYALTY AND NET PROMOTER SCORE

Drive consumer loyalty to the brand and increase Net Promoter Score by designing

and delivering WOW experiences

The effect of a WOW!

Customer Experience

Research showed that consumers needed and expected better sup-port from the consumer care or-ganization of a large consumer products company. Senior man-agement wanted to move quickly to deliver more value-added ser-vice. They wanted to ensure con-sumers remained loyal to the brand and would recommend their products and services to friends and family. Approach The goal was to educate con-sumer care agents on how to de-liver a WOW consumer experi-

ence with compassion and un-derstanding for the individual consumer, branding the con-sumer experience to drive loyalty and recommendation.

The existing agent training pro-gram was used as a starting point in order to preserve the best parts as the basis for the future. Regional representatives from Brazil, China, Europe and North America developed a targeted list of requirements to build a revi-talized training program de-signed around a consumer ex-perience blueprint. The training program was broken down into

Impact

Consumer perception of agent skills increased 29% with some sub-indicators of agent skill

improving as much as 32%

Net Promoter Score increased 17 points in the same period; training was considered by

management to be a contributor to this improvement

study Turning

Thought Into Action

Critical Success Factors

Combination of

Branding and Con-

sumer Insights along-

side the traditional

soft skills and prod-

uct training to drive

understanding of the

business

Innovative card sys-

tem to integrate con-

sumer personas and

product information

into a desired cus-

tomer experience

Global approach for

consistency, with

regionalized adjust-

ments to accommo-

date cultural and

strategic differences

Professional training

development and

Train-the-Trainer to

train local trainers

“Customers felt more welcome and listened to”

Agents understanding of their role and their confidence in

serving the customer improved

30 minute “work-out sessions” to-drive both new hire and refresher training needs. WOW content These modules focused on four pri-mary areas for the company:

Branding

Consumer Insights

Soft skills training

Product benefits and features Implementation In order to drive agent understand-ing of how to deliver the desired consumer experiences, a proprie-tary card system was developed combining consumer personas, product details and the desired consumer experience across the various consumer contact reasons:

Ten personas give agents a clear picture of consumers, and tips and tricks give hints for how best to communicate and man-age the contact

Nine popular and mission-critical products for the com-pany comprise the core product card set

Twenty-one consumer experi-ences cover both inbound and outbound consumer contact, giving agents a roadmap for how to deliver a WOW con-sumer experience, emphasizing the brand values and “plus one” behaviors

“Plus one” behaviors go one step beyond what the consumer expects, using relevant tips and tricks, spe-cialized dialogue and consumer in-sights to deliver an experience that evokes a WOW reaction. Impact The learning program was piloted and rolled out across all regions: Europe, China, Brazil and North America. Results showed that customer per-ception of agent skills improved 29% over a year earlier and Net Pro-moter Score increased by 17 points. Agents reported also that their con-fidence in handling the consumer request increased. The training program was viewed to be a con-tributor to this key performance indicator improvement.

EarlyBridge BV

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1017 CC AMSTERDAM

The Netherlands

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info@earlybridge.com www.earlybridge.com