“hearts and minds” using survey data to improve the customer experience stephen hampshire
TRANSCRIPT
![Page 1: “Hearts and minds” using survey data to improve the customer experience Stephen Hampshire](https://reader036.vdocument.in/reader036/viewer/2022062515/56649ca25503460f94962269/html5/thumbnails/1.jpg)
“Hearts and minds”using survey data to improve the customer experience
Stephen Hampshirehttp://customersatisfaction.typepad.com
![Page 2: “Hearts and minds” using survey data to improve the customer experience Stephen Hampshire](https://reader036.vdocument.in/reader036/viewer/2022062515/56649ca25503460f94962269/html5/thumbnails/2.jpg)
![Page 3: “Hearts and minds” using survey data to improve the customer experience Stephen Hampshire](https://reader036.vdocument.in/reader036/viewer/2022062515/56649ca25503460f94962269/html5/thumbnails/3.jpg)
![Page 4: “Hearts and minds” using survey data to improve the customer experience Stephen Hampshire](https://reader036.vdocument.in/reader036/viewer/2022062515/56649ca25503460f94962269/html5/thumbnails/4.jpg)
![Page 5: “Hearts and minds” using survey data to improve the customer experience Stephen Hampshire](https://reader036.vdocument.in/reader036/viewer/2022062515/56649ca25503460f94962269/html5/thumbnails/5.jpg)
Get the right data
Build the bridge from data to
action
Keep the momentum
![Page 6: “Hearts and minds” using survey data to improve the customer experience Stephen Hampshire](https://reader036.vdocument.in/reader036/viewer/2022062515/56649ca25503460f94962269/html5/thumbnails/6.jpg)
Get the right data
![Page 7: “Hearts and minds” using survey data to improve the customer experience Stephen Hampshire](https://reader036.vdocument.in/reader036/viewer/2022062515/56649ca25503460f94962269/html5/thumbnails/7.jpg)
Getting the right balance of quant. & qual.
What customers want to say, not what you want to know
The survey basics—boring, but important
![Page 8: “Hearts and minds” using survey data to improve the customer experience Stephen Hampshire](https://reader036.vdocument.in/reader036/viewer/2022062515/56649ca25503460f94962269/html5/thumbnails/8.jpg)
Ask the right questions
![Page 9: “Hearts and minds” using survey data to improve the customer experience Stephen Hampshire](https://reader036.vdocument.in/reader036/viewer/2022062515/56649ca25503460f94962269/html5/thumbnails/9.jpg)
Getting the right balance of quant. & qual.
What customers want to say, not what you want to know
The survey basics—boring, but important
![Page 10: “Hearts and minds” using survey data to improve the customer experience Stephen Hampshire](https://reader036.vdocument.in/reader036/viewer/2022062515/56649ca25503460f94962269/html5/thumbnails/10.jpg)
% satisfied is a very weak measure
Satisfaction Index™
10 point numerical scale
% “satisfied”
5 point verbal scale
Company 1
Company 2
Company 3
Company 4
Company 5
79%
85%
88%
90%
92%
65
67
71
74
76
![Page 11: “Hearts and minds” using survey data to improve the customer experience Stephen Hampshire](https://reader036.vdocument.in/reader036/viewer/2022062515/56649ca25503460f94962269/html5/thumbnails/11.jpg)
Use a tough measureUse a tough measure
if you want to improveif you want to improve
85%
67
![Page 12: “Hearts and minds” using survey data to improve the customer experience Stephen Hampshire](https://reader036.vdocument.in/reader036/viewer/2022062515/56649ca25503460f94962269/html5/thumbnails/12.jpg)
Frequency
Up to date information
Good fit with MI
Fast changing markets
Large customer base
Event-driven
B2C
Can become wallpaper
Big impact
Easy to see improvement
Stable markets
Small customer base
Relationship
B2B
Keeping the spotlight on
![Page 13: “Hearts and minds” using survey data to improve the customer experience Stephen Hampshire](https://reader036.vdocument.in/reader036/viewer/2022062515/56649ca25503460f94962269/html5/thumbnails/13.jpg)
Getting the right balance of quant. & qual.
What customers want to say, not what you want to know
The survey basics—boring, but important
![Page 14: “Hearts and minds” using survey data to improve the customer experience Stephen Hampshire](https://reader036.vdocument.in/reader036/viewer/2022062515/56649ca25503460f94962269/html5/thumbnails/14.jpg)
Measurement is important…5 6 7 8 9 10
Quality of interviewing (44)
Understanding your requirements
Credibility of the methodology
Level of insight provided into the results
Actionability of the results
Expertise of your Client Manager
Keeping to deadlines
Quality of any written reports
Expertise of research staff
Handling of any problems (22)
Value for money
Understanding your business
Helpfulness of staff
Quality of any Client Manager’s presentation
Flexibility of the The Leadership Factor
Speed of response to any requests or queries
Partnership approach
Keeping you updated on project progress
Proactivity of staff
Benchmarking information provided
1.0
0.5
0.3
0.7
0.7
0.0
0.1
0.2
0.2
0.1
0.8
0.3
0.7
0.2
0.4
0.6
0.5
0.3
0.1
0.3
![Page 15: “Hearts and minds” using survey data to improve the customer experience Stephen Hampshire](https://reader036.vdocument.in/reader036/viewer/2022062515/56649ca25503460f94962269/html5/thumbnails/15.jpg)
…but show people real customers
![Page 16: “Hearts and minds” using survey data to improve the customer experience Stephen Hampshire](https://reader036.vdocument.in/reader036/viewer/2022062515/56649ca25503460f94962269/html5/thumbnails/16.jpg)
“Gimmicks” can be effective
![Page 17: “Hearts and minds” using survey data to improve the customer experience Stephen Hampshire](https://reader036.vdocument.in/reader036/viewer/2022062515/56649ca25503460f94962269/html5/thumbnails/17.jpg)
”“
The voice of the customer
There was no toilet paper, and no coat hooks
on the door. The female toilet area is too
small.
The toilets are small and grotty, very very
poor. They are not clean enough and have not
been decorated for years.
The toilets are smelly and could do with an air
freshener or fan. Getting ready for
refurbishment, they're a bit dingy.
The toilets are very cramped. There is water
everywhere from the sink and the toilet.
Not spacious and very tatty. No loo roll and
bits of paper on the floor.
The toilets are dreadful. I went in one which
had a baby changing unit and thought that I
would never change a baby in there if I had
one. There was no toilet roll.
The toilets are clean, but very very small and
out of date.
They are really cramped, so they get dirty and
messy quickly.
The toilets are disgusting, horrible and old.
They need a good clean and decorating. They
are also very small.
The toilets are shabby. The toilets themselves
had yellow stains. They are very squashed and
you have to back into them so you can get out.
One tiny toilet in the whole place. Horrible. You
have to wait in the hallway if someone is using
it. It really lets the place down.
The toilets are grotty. They are cheap, nasty
and not in keeping with the rest of the
premises.
![Page 18: “Hearts and minds” using survey data to improve the customer experience Stephen Hampshire](https://reader036.vdocument.in/reader036/viewer/2022062515/56649ca25503460f94962269/html5/thumbnails/18.jpg)
Discussion
Is your survey asking what customers want
to say, or what you want to know?
What is your methodology?
How do you manage the balance between
quantitative and qualitative data?
![Page 19: “Hearts and minds” using survey data to improve the customer experience Stephen Hampshire](https://reader036.vdocument.in/reader036/viewer/2022062515/56649ca25503460f94962269/html5/thumbnails/19.jpg)
Build the bridgefrom data to action
![Page 20: “Hearts and minds” using survey data to improve the customer experience Stephen Hampshire](https://reader036.vdocument.in/reader036/viewer/2022062515/56649ca25503460f94962269/html5/thumbnails/20.jpg)
Engage staff
Involve customers
Focus
![Page 21: “Hearts and minds” using survey data to improve the customer experience Stephen Hampshire](https://reader036.vdocument.in/reader036/viewer/2022062515/56649ca25503460f94962269/html5/thumbnails/21.jpg)
Vs.“ Techniques don’t produce quality products or pick
up the garbage on time; people do, people who
care, people who are treated as creatively
contributing adults. ”
Tom Peters
Good employees beat systems
“ Why is it that every time I ask for a pair of hands,
a brain comes attached? ”
Henry Ford
![Page 22: “Hearts and minds” using survey data to improve the customer experience Stephen Hampshire](https://reader036.vdocument.in/reader036/viewer/2022062515/56649ca25503460f94962269/html5/thumbnails/22.jpg)
Step 1 – engage them with you
“ Customers don’t come first. Employees come
first. If employees are treated right then service
will follow.”
Richard Branson
![Page 23: “Hearts and minds” using survey data to improve the customer experience Stephen Hampshire](https://reader036.vdocument.in/reader036/viewer/2022062515/56649ca25503460f94962269/html5/thumbnails/23.jpg)
Show them where to change
Map the customer journey
“Doing best what matters most”
Think like a customer
![Page 24: “Hearts and minds” using survey data to improve the customer experience Stephen Hampshire](https://reader036.vdocument.in/reader036/viewer/2022062515/56649ca25503460f94962269/html5/thumbnails/24.jpg)
Involve them
in making change
![Page 25: “Hearts and minds” using survey data to improve the customer experience Stephen Hampshire](https://reader036.vdocument.in/reader036/viewer/2022062515/56649ca25503460f94962269/html5/thumbnails/25.jpg)
Prove it
Satisfied customers
Stay longer
Buy more
Pay more (9% on average)
Recommend more
Complain less
Cost less to service
Are more profitable
It costs 5-20 times more
to win a new customer
than to keep an existing one
![Page 26: “Hearts and minds” using survey data to improve the customer experience Stephen Hampshire](https://reader036.vdocument.in/reader036/viewer/2022062515/56649ca25503460f94962269/html5/thumbnails/26.jpg)
The $4,000 pizza customer
$8 x 50 weeks x 10 years
![Page 27: “Hearts and minds” using survey data to improve the customer experience Stephen Hampshire](https://reader036.vdocument.in/reader036/viewer/2022062515/56649ca25503460f94962269/html5/thumbnails/27.jpg)
UGRs, not words, drive behaviour
The only time anyone gets spoken to by the boss is
when something is wrong
The company talks about good customer service,
but we know they don’t really mean it, so we
don’t really have to worry about it
We go through the motions with our bosses, once
they’ve gone we do what we want
![Page 28: “Hearts and minds” using survey data to improve the customer experience Stephen Hampshire](https://reader036.vdocument.in/reader036/viewer/2022062515/56649ca25503460f94962269/html5/thumbnails/28.jpg)
Best practice—staff
“You can only remember 3 things”
It has to come from the top
Ownable results
Healthy competition
Prove it matters
![Page 29: “Hearts and minds” using survey data to improve the customer experience Stephen Hampshire](https://reader036.vdocument.in/reader036/viewer/2022062515/56649ca25503460f94962269/html5/thumbnails/29.jpg)
Engage staff
Involve customers
Focus
![Page 30: “Hearts and minds” using survey data to improve the customer experience Stephen Hampshire](https://reader036.vdocument.in/reader036/viewer/2022062515/56649ca25503460f94962269/html5/thumbnails/30.jpg)
![Page 31: “Hearts and minds” using survey data to improve the customer experience Stephen Hampshire](https://reader036.vdocument.in/reader036/viewer/2022062515/56649ca25503460f94962269/html5/thumbnails/31.jpg)
![Page 32: “Hearts and minds” using survey data to improve the customer experience Stephen Hampshire](https://reader036.vdocument.in/reader036/viewer/2022062515/56649ca25503460f94962269/html5/thumbnails/32.jpg)
Google search trends (UK)
![Page 33: “Hearts and minds” using survey data to improve the customer experience Stephen Hampshire](https://reader036.vdocument.in/reader036/viewer/2022062515/56649ca25503460f94962269/html5/thumbnails/33.jpg)
![Page 34: “Hearts and minds” using survey data to improve the customer experience Stephen Hampshire](https://reader036.vdocument.in/reader036/viewer/2022062515/56649ca25503460f94962269/html5/thumbnails/34.jpg)
![Page 35: “Hearts and minds” using survey data to improve the customer experience Stephen Hampshire](https://reader036.vdocument.in/reader036/viewer/2022062515/56649ca25503460f94962269/html5/thumbnails/35.jpg)
Engage staff
Involve customers
Focus
![Page 36: “Hearts and minds” using survey data to improve the customer experience Stephen Hampshire](https://reader036.vdocument.in/reader036/viewer/2022062515/56649ca25503460f94962269/html5/thumbnails/36.jpg)
Priorities help staff and customers
![Page 37: “Hearts and minds” using survey data to improve the customer experience Stephen Hampshire](https://reader036.vdocument.in/reader036/viewer/2022062515/56649ca25503460f94962269/html5/thumbnails/37.jpg)
But are PFIsright for
everyone?
![Page 38: “Hearts and minds” using survey data to improve the customer experience Stephen Hampshire](https://reader036.vdocument.in/reader036/viewer/2022062515/56649ca25503460f94962269/html5/thumbnails/38.jpg)
Discussion
•Do satisfaction-based bonuses work?
•Where could (does) co-creation fit in your
service delivery?
•Do PFIs work for you?
![Page 39: “Hearts and minds” using survey data to improve the customer experience Stephen Hampshire](https://reader036.vdocument.in/reader036/viewer/2022062515/56649ca25503460f94962269/html5/thumbnails/39.jpg)
Keep the momentum
![Page 40: “Hearts and minds” using survey data to improve the customer experience Stephen Hampshire](https://reader036.vdocument.in/reader036/viewer/2022062515/56649ca25503460f94962269/html5/thumbnails/40.jpg)
Talk (and listen) to customers
PFIs to actions
Re-measure
![Page 41: “Hearts and minds” using survey data to improve the customer experience Stephen Hampshire](https://reader036.vdocument.in/reader036/viewer/2022062515/56649ca25503460f94962269/html5/thumbnails/41.jpg)
Showing that you listen
![Page 42: “Hearts and minds” using survey data to improve the customer experience Stephen Hampshire](https://reader036.vdocument.in/reader036/viewer/2022062515/56649ca25503460f94962269/html5/thumbnails/42.jpg)
Channels
![Page 43: “Hearts and minds” using survey data to improve the customer experience Stephen Hampshire](https://reader036.vdocument.in/reader036/viewer/2022062515/56649ca25503460f94962269/html5/thumbnails/43.jpg)
Perfect Pint of Guinness
![Page 44: “Hearts and minds” using survey data to improve the customer experience Stephen Hampshire](https://reader036.vdocument.in/reader036/viewer/2022062515/56649ca25503460f94962269/html5/thumbnails/44.jpg)
Manchester United
![Page 45: “Hearts and minds” using survey data to improve the customer experience Stephen Hampshire](https://reader036.vdocument.in/reader036/viewer/2022062515/56649ca25503460f94962269/html5/thumbnails/45.jpg)
Capio
![Page 46: “Hearts and minds” using survey data to improve the customer experience Stephen Hampshire](https://reader036.vdocument.in/reader036/viewer/2022062515/56649ca25503460f94962269/html5/thumbnails/46.jpg)
Perception is reality.Tom Peters ”“
![Page 47: “Hearts and minds” using survey data to improve the customer experience Stephen Hampshire](https://reader036.vdocument.in/reader036/viewer/2022062515/56649ca25503460f94962269/html5/thumbnails/47.jpg)
Best practice—customers
Make it relevant (tailored?)
The dog muck theory
Notice change
Link change to survey
Impact on response rates
![Page 48: “Hearts and minds” using survey data to improve the customer experience Stephen Hampshire](https://reader036.vdocument.in/reader036/viewer/2022062515/56649ca25503460f94962269/html5/thumbnails/48.jpg)
Talk (and listen) to customers
PFIs to actions
Re-measure
![Page 49: “Hearts and minds” using survey data to improve the customer experience Stephen Hampshire](https://reader036.vdocument.in/reader036/viewer/2022062515/56649ca25503460f94962269/html5/thumbnails/49.jpg)
Satisfaction drivers
The efficiency of the service
The accuracy of the service
Ease of completing your enquiry
Speed of resolution
Treating you as a valued customer
Staff listening to you
Staff doing what they say
Understanding your enquiry
Attitude
Professionalism
Helpfulness
Knowledge
Speed of getting through to a person
9.35
9.4
9.45
9.5
9.55
9.6
9.65
9.7
0.65 0.70 0.75 0.80 0.85
Impact
Importance
GIVENS SATISFACTIONDRIVERS
MARGINALSHIDDENOPPORTUNITIES
![Page 50: “Hearts and minds” using survey data to improve the customer experience Stephen Hampshire](https://reader036.vdocument.in/reader036/viewer/2022062515/56649ca25503460f94962269/html5/thumbnails/50.jpg)
Not all PFIs are the same
•Maintainers
•Reduce variation
•Six sigma
•Average
•Bonuses
•Enhancers
•Innovation
•Lean
•Co-creation
•Intrinsic rewards
![Page 51: “Hearts and minds” using survey data to improve the customer experience Stephen Hampshire](https://reader036.vdocument.in/reader036/viewer/2022062515/56649ca25503460f94962269/html5/thumbnails/51.jpg)
Tragics and magics
7.1%
4.8%
6.4%
6.7%
5.6%
3.9%
4.6%
6.3%
7.6%
7.1%
3.9%
8.1%
9.7%
67.3%
68.2%
68.2%
67.9%
65.2%
69.0%
66.1%
67.8%
65.2%
53.0%
68.5%
64.6%
39.5%
Staff doing what they say
Staff listening to you
The accuracy of the service
The efficiency of the service
Staff understanding your enquiry
Attitude of staff
Helpfulness of staff
Treating you as a valued customer
Ease of completing your enquiry
Knowledge of staff
Professionalism of staff
Speed of resolution
Speed of getting through to a person
1-5 9/10
![Page 52: “Hearts and minds” using survey data to improve the customer experience Stephen Hampshire](https://reader036.vdocument.in/reader036/viewer/2022062515/56649ca25503460f94962269/html5/thumbnails/52.jpg)
![Page 53: “Hearts and minds” using survey data to improve the customer experience Stephen Hampshire](https://reader036.vdocument.in/reader036/viewer/2022062515/56649ca25503460f94962269/html5/thumbnails/53.jpg)
The perfect call
No
No
No
No
Used
Yes
3+ times
No
No
No
No
No
Yes
Yes
Yes
Yes
No
Didn't use
Yes
Once
Yes
Yes
Yes
Yes
40 50 60 70 80 90 100
Automated service
Transferred
Transferred
Once, requested another service
Twice, requested another service
3+ transfers, requested another service
Once, person used name
Twice, person used name
3+ transfers, person used name
Once, person resolved query
Twice, person resolved query
3+ transfers, person resolved query
![Page 54: “Hearts and minds” using survey data to improve the customer experience Stephen Hampshire](https://reader036.vdocument.in/reader036/viewer/2022062515/56649ca25503460f94962269/html5/thumbnails/54.jpg)
Talk (and listen) to customers
PFIs to actions
Re-measure
![Page 55: “Hearts and minds” using survey data to improve the customer experience Stephen Hampshire](https://reader036.vdocument.in/reader036/viewer/2022062515/56649ca25503460f94962269/html5/thumbnails/55.jpg)
When?
Survey results
Decisionon actions
Internalfeedback
Customersnotice
improvements
Customerattitudechange
Surveyupdate
Customerfeedback
Do something
![Page 56: “Hearts and minds” using survey data to improve the customer experience Stephen Hampshire](https://reader036.vdocument.in/reader036/viewer/2022062515/56649ca25503460f94962269/html5/thumbnails/56.jpg)
Discussion
•What has actually led to action in the past,
for you?
•How often do you talk (openly) with
customers about satisfaction?
•What problems have you experienced with
momentum?
![Page 57: “Hearts and minds” using survey data to improve the customer experience Stephen Hampshire](https://reader036.vdocument.in/reader036/viewer/2022062515/56649ca25503460f94962269/html5/thumbnails/57.jpg)
Any questions?