experience the voice of the customer
TRANSCRIPT
Connecting you with your customers
EXPERIENCE THE VOICE OF THE CUSTOMER
ROGER GIBBS AND PETER FABER20 OCTOBER 2011
Introduction
Customer Experience
TouchpointFeedback
RelationshipSurveys
Qualitative MysteryShopping
CustomerObservation
InternetBuzz
Contact CentreMonitoring
InternalMetrics
Measure
Model
Manage
=ViewsCast - Voice of the
Customer
Call CentreFeedback
WebsiteFeedback
EmployeeFeedback
E-mail ServiceFeedback
=
Contact CentreMonitoring
A client-centric portfolio of solutions
How satisfied aremy clients?
What are thekey drivers for
satisfaction,retention &
churn?
Are weconsistently
delivering ourcustomer service
promise?
What arethe main
(root)causes ofdissatisfaction?
How andwhere can Isave costs?
Are ourinvestments in training tools,and systemspaying off?
What keeps you up at night?
Influence ofMarketingCommunications
Influence ofCustomer Experience
ProblemRecognition
MotivatedSearch
Evaluation Purchase Use/Ownership
WEAK
STRONG
TIME
Customer experience matters!
11%
8%
19%
40%
56%
21%
0%
14%
8%
20%
0%
0%
12%
0%
0%
88%
85%
88%
86%
83%
58%
47%
49%
43%
48%
38%
40%
31%
0%
0%
43%
23%
20%
44%
20%
12%
10%
10%
10%
9%
3%
0%
44%
61%
Churn driver Loyalty driver
Loyalty & churn, different drivers
Customer Service
First Time Fix
Positive Experiences
Price
Product Features
Personal features
Personal recommendations
Company PR
Company Image
Brand Experience
Welcome offer new customers
Company authority
Involvement with the company
Web testimonials
Repair / Disruption
Complaints
About ViewsCast
• Integrated data collection and real time online reporting tool
• Data can be collected in customized online surveys, via IVR (Interactive Voice Response) technology, in two way SMS surveys, on iPads and more
• Results and digitally recorded verbatims are immediately available in online reports created for both operational and strategic purposes
• Analysis focus on utilizing best practice across the business and improving the bottom line
• ViewsCast is available wherever your customers are, both locally and internationally
ViewsCast: Voice of the customer
Improve Customer Loyalty- Improve Customer Engagement- Rectify Strategic Goals - Increase Repurchase Intention- Prevent Churn- Unique Linkage Analysis Input
Improve Operational Efficiency
- Improve on First Time Fix- Focus Budget Spending- Revise Service Level Targets- Enhance Coaching Effort- Better Operational Compliance
ViewsCast directly impacts your Bottom Line, depending on how and where you put it to use
Key benefits of ViewsCast
Improve Customer Loyalty
Improve Operational Efficiency
Customer Experience Survey
E-mail invite
OnlineMobile Online
E-mail customer service
Customer Experience Survey
IVR inviteSMS invitePersonal invite
IVRWebSMS
Inbound Call Centre
Transactional Website Survey
Slide-up inviteE-mail invite
OnlineMobile Online
Website
Customer Experience Survey
IVR inviteSMS invite
IVRSMS
Outbound agents
Customer Experience Survey
Written InviteIVR inviteSMS inviteOnline Invite
IVRSMS (Mobile) Online
Shop Visit
ViewsCast for the enterprize
A customer calls in
Receives service as normal
Provides
feedback
Data is sent to Synovate
… and provides action plans
With focus on the bottom line!
Who run advanced analytics…
Voice of the consumer: Contact centre
● Real-time graphs, tables and raw data● Digitally recorded IVR verbatim comments● Export charts into PowerPoint, Excel, Word or Outlook● Automated recurring e-mail reporting
Actionable deliverables: ViewsSummary
Objective: Improve the customer experience
and operational efficiency of your
customer touchpoints to improve bottom line results
• Applied:
• All Subsets Key Driver
• Zipf Distribution
• Attributable Effects
• Driver Segmentation
• Graphical Modeling - Root Cause
• Linkage to internal metrics
• Sentiment & text analytics
• … and more
Advanced analytics
• Executive stakeholders receive online insight dashboards, showing precisely the information needed to make timely strategic decisions
• Simulators for future improvement impact based on advanced analytics, can of course be supplied online as well
Executive insight dashboards
In the design phase, our leading role in designing tailor made VoC programs will ensure the most expedient form of data capture is applied to each touch point and the right KPI’s are included in the right way in the questionnaire design
At Synovate, insight reports, executive online dashboards, workshops, and presentations for strategic stakeholders are all part of the delivery to our clients. Common denominator for all is a strong focus on the bottom line improvement and delivering a quick and visible ROI of the program
In the live phase continuously monitoring the delivery of operational and tactical KPI’s to stakeholders is to Synovate a part of the setup as well. As no organisation is the same, adapting and improving the original design based on feedback direct from the business is key
In the implementation phase, Synovate’s more than 10 years of experience with countless clients across the globe, will ensure creating the link between existing platforms and ViewsCast is executed seamlessly
Full service all the way
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3
4
“When senior executives within HSBC approach the Research Department with research requests, the first question they are asked is normally ‘How quickly do you need to know the results?’. If they need to know the results quickly, we would recommend using ViewsCast as the research tool.”
- Bhupinder Kahlon, Research Manager - HSBC
“Our cost levels decreased, our employee and customer satisfaction increased, and the loyalty of both our customer base and our employees has started to significantly increase. ViewsCast is a crucial component in our paradigm shift from managing Customer Care for cost containment only, to also include its contribution to profitable growth.”
- Nicolette Wuring, VP Customer - Care UPC Europe
“Three things impressed us about ViewsCast as we interviewed companies to help us with our test of the voice of the customer: their research capabilities, their experience and success with the project we had in mind, and the resources they were willing to dedicate to the project”
- Darren Epperson, Associate Director of Customer Feedback - Applebee’s
“Integration of ViewsCast across the business units has given us a lot of new possibilities analysis-wise, which we simply couldn’t live without today. ViewsCast is one of the most important sources of data for the TAK project and has highest priority with the leadership”
- Søren Smit, Head of Analysis - TDC
Some client feedback
Case Study
UPC Netherlands
Impact of customer experience on churn• During the sample period 468.000 calls were handled average per month • Based on the collected ViewsCast data during the survey period:
• 12,87% of these customers hung up the phone - very dissatisfied (score 1)• Of which 8,22% had to call three times or more (score 3)• Of which 5,89% where answered incompletely (score 3) • Of which 4,44% will definitely not recommend UPC to a friend (score 1)
This is a monthly group of 20,592 customers (average)
• If• We assume the average ARPU is € 690 (disguised data)• We take into consideration the churn risk within this customer group is 7,2 times
higher then a satisfied customer, and 5,2% churned within 3 months• Then
• We are looking at a monthly financial churn risk of approximately € 738.840
Impact of customer experience on churn
IF
then
And don’t
forget!
What are the costs for acquiring a new customer today?
Operational efficiency
• During the sample period 468.000 calls were handled average per month • The internal First Contact Fix % reported was 81 (agent reports).• Based on the collected ViewsCast data during the survey period:
• 42% of these calls were made for the third time or more• This is a monthly group of 196,560 customers (average)
• If• We assume the average cost per call is € 3,21
• Then• The monthly costs due to handling calls of the third or more consecutive time is
estimated at € 630,765.• The costs per month for the second or more consecutive call is estimated at € 871.056
IF
then
First time fix: 50% call volume improvement
Introduction ViewsCast
Full rolloutDigital TV
Customer Care main
sales channel
Launching new UPC customer
care
Start WOW Start focus on Sales
Outbound service calls with cross
upsell
Launch of VC Year 1 Year 2
September October April September April
March JanuaryMay December
Customer cares sales : 225% up
Overall results summary
About Conexus
Overview
Conexus is an award winning company
specialising in customer relationship
management, customer experience
feedback, sales lead generation and
contact centre management
Philosophy
Driven by passionate people, we help you get to know your consumers and deliver on their expectations, feedback and queries. Conexus ensures that the ‘friendship’ between you and your customers stays intact
Why choose Conexus?
● Conexus is an award-winning contact centre and CRM company, driven by passionate people
● We have a Level 1 BBBEE rating and are committed to transformation in SA
● We are ISO 9000:2001 certified, which means you get the quality you expect
● Our partnerships set us apart from the rest● We have an integrated relationship with Synovate, a global
marketing research organization● We have extensive experience and a proven track record in
contact centre management (Both inbound and outbound)● We are competitively priced as we have eliminated many of
the high costs associated with setting up and running large scale projects
What can we do?
● Customer experience feedback● Contact centre outsourcing● CRM● Lead management and campaigning● Database cleansing ● Multi-media capability (SMS, MMS, IVR and Email)● Quality monitoring● Out-bound & In-bound Technology
● Voice Loggers● LCR’s (Least Cost Routers)● Telephone reporting Systems
● Tactix – Tactix is a Post-Service / Sales Follow-up system the provides real time reporting and complaint management systems
● Evalu-X – is a tool for assessing call centre quality and allow our clients to pinpoint exactly where training is needed for your agents
● ● X-Press –Complaint management system with the ability to log complaints
remotely but manage centrally. It provides a system for escalation & alarms as well as for real-time reports and analysis. It also facilitates Customer Satisfaction Index improvement
● Viewscast – ViewsCast is an automated IVR system that captures customer feedback after the experience has taken place
● XM-24 – XM24 is a market research data collection and real-time reporting tool, suitable for tracking and custom projects
● Lead Tracker – is a support service that monitors possible leads and relays messages to relevant parties
All systems are web based for online reporting
What can we do?System applications
Conexus and Synovate relationship
Market Research Experts
Contact Centre ExpertsContact Centre Experts
Rivonia Johannesburg Contact Centre Branch
Contact centre infrastructure
Over 300 000 calls a month164 Contact Centre seats
Conexus’s reach into Africa
South AfricaMauritiusTanzaniaKenyaNigeriaGhanaZimbabweUgandaAngolaMalawiMozambiqueZambia
Ilvo ForgiariniManaging Director
Ilvo Forgiarini
Ilvo brings with him a wealth of operations, call
centre and BPO expertise. His background
includes a number of senior positions around the
management of systems, products and call centre
standards, primarily in the automotive and IT
sectors.
As Managing Director, Ilvo is responsible for the
strategic direction of the business and overseeing
sales, operations and people at Conexus.
Roger GibbsClient Service Director
Roger recently joined the Conexus team as Client
Service Director, focussing on business
development and client services.
Roger previously worked for Synovate where he
was responsible for client services in the
Automotive team and then moved on to Operations
Director where he oversaw the project
management function and focussed on efficiency
and production.
Roger has extensive experience in the
development and management of
customer experience programs and is
passionate about adding value to new
and existing client solutions.
Technology in our contact centers
Conexus has invested substantially in contact centre technology such as Avaya call centre infrastructure, witness voice loggers, white noise, VOIP (voice over
internet protocol), least cost routers. This means lower set up and project costs for our clients
Training
Conexus agents undergo extensive on-the-job and formalised training.
With the help of our internal quality system, Evalu-X we are able to pinpoint exactly where training is needed for each agent and make sure they are
trained and passed on the relevant modules
Awards & Achievements
Connecting you with your customers
0112757068