taking control of the cem conversation
DESCRIPTION
This presentation was delivered to the 5th Customer Experience Management Conference 2012, by Peter Harris, EVP and Managing Director of Vision Critical Australia. In it, Peter showcases how it is possible to 'have your cake and eat it' by bringing all elements of Customer Relationship Managerment into one platform.TRANSCRIPT
Technology is increasing faster than consumers/ increasing levels of complexity
The empowered customer is now in control of the business relationship Delivering customer value is paramount — and an organisation’s behaviour is as important as the products and services it provides. The pressure to be accountable to the business is not just a symptom of hard times, but a permanent shift that requires new approaches, tools and skills.
Market and Technology factors are the two most visible forces:
In 2012 your organisation needs to move faster if you are to keep up with technology and your customers
THE 4 biggest issues facing CMOs
1 2 3 4 Explosion of data
Social Media
Proliferation of
channel/devices
Shifting consumer
demographics
Jack Welch, Former Chairman & CEO General Electric
“We only have two sources of competitive advantage – the ability to learn more about our customers faster than the competition and the ability to turn that learning into action faster than the competition”
Customer Experience Matters
• Quality triangle is not a law of nature • It is possible to simultaneously
improve speed, cost and quality
Faster, Cheaper & High Quality
WHY YOU CAN HAVE YOUR CAKE & EAT IT
To truly take control of the conversation organisations need to
HAVE ALL 3
How to be GOOD, FAST and CHEAPER
Leveraging technology to achieve
total customer experience
…and at the same time decreasing budgets available
There is an increasing need to measure customer satisfaction experience …
Engaging reporting
Moving from big data to big
insight
Updated continuously
SO WHAT ABOUT
Customer Experience?
Continuous customer feedback
Capture Data
Provide Comprehensive View of the Customer
Streamline Processes
Automate Non-Consultative Tasks
Help Drive Insights and Action
How do tools and technologies facilitate meeting those challenges?
1. You have a finite sample 2. They are already buying from you 3. You need better surveys 4. More engaging 5. You need repeat purchase of the survey 6. You need faster flagging and action of
issues 7. You can’t wait 1-3 months for reporting
Is different than most consumer research: Customer Experience Measurement
Vision Critical Customer Experience Management is a centralised solution that provides easily personalised, actionable, real-time insight into customer behaviours and attitudes to enable improved performance across the organisation.
Capture and understand vital customer feedback, then put it in the hands of those who can use it to
guide your business success
GATHER ANALYSE REPORT
TAKE ACTION IDENTIFY PATTERNS AND CRITICAL ‘MOMENT OF TRUTH’ EVENTS
Visually Engaging Alternative to Traditional Survey Questions
Case studies
• Interview any contacts who completed a sale or purchase of a property using Coldwell Banker agent and provided email address
• Weekly sample file/transaction processing and deployment • Weekly process and update of users and permissions • Online Survey • Online reporting rolled out to CB admin, company owners, office
managers and real estate agents • Used for marketing and potentially performance evaluation
Case: Example Project – Coldwell Banker
Store A Store B Store C Store D Store E Store F Store G Store H Store I Store J
Note: Screenshots have been cleaned to respect client confidentiality
• Accurately drive respondent pharmacy identification (over 55,000 pharmacies in the United States) by creating a custom Google Maps interface, which allowed respondents to search by zip and select their pharmacy with extreme precision
• Robust survey design, capturing all key pharmacy interactions and touchpoints
• Intuitive and dynamic online reporting system with visual charts and graphs
Case: Example project – Boehringer Ingelheim
Case: Example Project – John Deere Dealer Satisfaction
22
• Quality (forgot to ask overall satisfaction last year on their own)
• Efficiency/Distribution – Offline reporting took up 2-3 FTEs annually. Want to report globally in an efficient fashion
• Global in scope, interviewing John Deere dealers.
• Ongoing services and online reporting. • Hierarchy structure by geography (countries, regions, corporate)
• Using technology FAST doesn’t have to mean higher cost or lower quality
• Specifying Deliverables/Reporting at the start and repeating this allows fast, good quality reporting
• Spend $ upfront to save money over time
• Produce an engaging useable product