team knowhow customer experience - amazon s3...putting customer satisfaction at the very heart of...
TRANSCRIPT
Summary March 2018
Services Insight
TurningtheTideDr.KitHagemann
TeamKnowhowCustomerExperience
Page 2
You know you have won the battle when the business comes to you for customer insight before they develop new products or services!
SayHellotoTeamKnowhow
• CarphoneWarehouse&Dixonsretailmergedin2014tocreateDixonsCarphone
• TeamKnowhow– newjointservicebrand launchedJuly2017
• Nationalnetworkof7,000expertstodeliver, install,trade-inandrepaireverything fromwhitegoods through tomobilephonesandlaptops
• Thelargestcentralrepaircentre inEurope- 8mill.mobilephone repair,6mill.computerrepairlastyear
• 25%oftheUKadultpopulation insuredtheirgadgetswithourServicesbrandslastyear
Puttingcustomersatisfactionattheveryheartofthebusiness,TeamKnowhowaimstotransformtheway
customersreceivesupportacrossthewholelifecycleofaproduct
TeamKnowhowCustomerPromise
CEInsight
• 30+customerfeedbacksurveys
• 25+adhocresearchproject
• Differentteamscollectingdata&
distributingresults
• Nocentralisedgovernancemodels
• Noend-to-endCXunderstanding
• NooverallCXtarget
• Differentincentivestrategies
• Nounderstandingofcompetitor
performance– whatdoesgoodlook
like?
TeamKnowhowCustomerExperience
OverallServicesCXperformancerelativetokeycompetitors
Setglobaltargetsbasedoncompetitorpositioningwhichdrivesareatargets
TransactionalCustomerExperienceCSCDelivery
LinktointernalprocessmetricsandKPIs
IdentifydriversofCustomersatisfactionandunderstandperformanceagainstkeycompetitors
Identifykeypaint-pointsthatcanbeholisticallycomparedandprioritised forimprovements
EstablishtheimpactofinternalmetricsontheCustomerExperience foreachservices (proposition)
InsuranceClaims
WhiteGoodsRepair
BrownGoodsrepairContactcentre
3rd PartyDelivery
MobileTrade-in
StoreCustomerservice
Drivinggrowththroughrepeatpurchase,
retentionandhigherlevelsofreferrals
Techhubsrepair
OverallCustomerServicesExperience
DesigninganewCXprogramme- model
DesigninganewCXprogramme– longlistofrequirements
Flexibility ExpertadviceReal-timefeedback
Scalability
Self-service
Competitorinsight
Beabletosettargets
Operationalinsightforstores
StrategicinsightforC-level
Detractorrecovery
Analyticscapability
Userfriendlydashboard
Websitesurveycapability
Multipledatacollectionmethods
Automateddataprocess
Textanalytics
Pushreporting
Coverend-to-endcustomerjourney
Multiplebespokebranding
Quicksupport
Questionbuiltintoinvitation
Change
Pilottoremoveallthereasonsnottodoit
Don'toverengineer– keepitsimple
Findsomeonewhoishungry
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Thisisnotaboutyou– itsabout“our”customersüRemoveemotionsbystickingtothefactsü
Closingthesmallloopwithcustomers
• Newtransactionalprogramenablingstoreandteamlevelinsightincl.realtimecustomerfeedbacktodrive
immediateengagementwiththecustomer.
• Understandingtheperformancewithin intouch-point inthejourneyandhowtheyimpacteachother
• Startedlookingatgroupsoftouch-points insteadofindividualareaperformance– sharingcommonthemes
(behaviourexcellent,processneedsimproving)
DeliveryNPS
KitRepairNPS
Kit CoverNPS
Services NPS
WhitegoodsNPS
ExchangeNPS
KitSetupNPS
Productpurchaseprocess
Storeprocess
Onlineprocess …
Installation
NPS
Claims process
NPS
SupportNPS
BrowngoodsNPS
StoreRepairNPS
ApplescreenNPS
In-storerepairNPS
NewarkrepairNPS
RepairPartnerNPS
48hourrepairvs.otherNPS
Individualproduct
repairNPS
Touch-pointsurvey
Careplanvs.cashrepair
Research&Decisiontobuyproduct
Attendevents
Seekadvice …
Sales (services)
NPSCancellation
BigLoop:StrategicInsightdrivingprioritisationandtargets
Deriveaggregatedinsightandworkwithbusiness stakeholderstodrivecustomerledbusinesschangesthroughcrossfunctionalresponsibilityforimprovement:• Newcentralisedteamresponsibleforcollectingdata,developinginsight,communicatingandfacilitationchange• TeamKnowhow dashboard– everyonecanseeeachother’sresults• NewCompetitorbenchmarkstudytounderstandpositioning• DevelopmentofrecommendedCXtargetswhereeachareacontributetooveralltargetbasedonvolumeof
customerinteraction
Improvement S1 S2 S3 S4 S5
Brand1Brand2Brand3Brand4Brand5Brand6Brand7Brand 8Brand9Brand10Brand11
Can you cure a sick child by taking its temperature?
OperationalPerformanceOverview• Understanddevelopmentinoperationalperformancemetricssupportingtheoverallcustomerexperience(dashboardreview)
• Earlywarningidentificationofupcomingcustomerpain-pointsthatneedsfurtherinvestigationandpotentiallytriggeraRiskManagementprocess
• Identificationofoperationalimprovementactionsaswellasmonitoringofperformanceofcurrentimplementedactions
Weeklymonitoring
• Weeklyoperationaloverviewprovidedbyoperationalleaders
• CXWeeklycallwitheachoperationalareatoreview
• Seriousexceptionsandconcernsraisedatweeklymeetingtoaddressedwithrelevantbusinessareas(within/outsideservices)andimprovementactionstobedeveloped
• Weeklyreporttrackingareasofconcernandagreedactions
TacticalPerformanceOverview
• UnderstandEnd-to-Endcustomerexperienceperformance& performanceagainstCxtargets
• Identifykeycustomerpain-pointsandareasofdelightacrosskeytouch-pointtodevelopimprovementactions/leveragegoodperformance
• UnderstanddevelopmentinoverallBrandperformanceagainstkeycompetitorgroupasbrandmatures
Monthly VOCmonitoring
• MonthlyCustomerExperiencedashboardreportingofallkeycustomermetrics(NPS,Brandscores,Keyoperationalmetrics)tobedistributedtokeystakeholder
• MonthlyVOCmeetingwithkeystakeholdertoreviewresults,plannewimprovementsactionsandmonitorperformance/revisecurrentactions
• MonthlySLTreviewincludingactionsdevelopedbyVOCteam
QuarterlyBusinessReview
• QuarterlyCustomerExperienceDashboard
• OverviewofquarterlyimprovementplanandreviewofprogresstowardNPStarget
• Quarterlyin-depthCustomerExperiencereportcontainingnewcustomerinsightaswellascompetitorcomparison
StrategicPerformanceOverview
• Understandingtheperformanceofend-to-endCustomerExperienceagainstNPStargets
• Identificationofstrategicareasofimprovementsaswellasoverviewofperformance/outcomeofimplementedimprovements
• In-depthunderstandofcompetitorpositioningandperformanceagainstServicesCustomerExperience
Objectiv
eGo
vernance
NewGovernanceModel
Operational Strategic
Greatcustomerexperienceis“our”responsibility
Changewillonlyhappenwithrigidgovernance
CustomerInsightdriveCustomerExperienceimprovements
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Seeing isbelieving!ü
TurningtheTide