18073 Arijit Sen

When what you cant count,

counts the most!!!

Quantifying the Intangible

Service Quality Measurement Metrics

Service Quality Excellence Conference – September 22, 2011

“ In the 70s, COST was the differentiator;

In the 80s, it was QUALITY;

In the 90s, BRANDING was the differentiator;

I think in the 2000s, CUSTOMER EXPERIENCE

will be the differentiator”

Ian McAllister, former Chairman and Managing Director,

Ford Motor Company

Business

Goals

Service

Goals

Aligning Goals and choosing metrics?

Complaints?

NPS?

Dormancy?

Polling Feedback

Cross

Sell?

VOC?

Attrition?

Repeat

Business?Error

rate?

Activations?

Putting the pieces together

Service

Parameters

Complaints Management

Operational Excellence – Error rates

Voice of Customer

Service Audits

Requests and Query Handling

A crisis is a terrible thing to waste..

Complaints Management

T A

T

A G

E I

N G

RA

TIO

to

BA

SE

RE

GU

LA

TO

RY

IS

SU

ES

NIL

L C

OM

PLA

INT

S

Service Parameters - Complaints

It is not the

strongest

or the most

intelligent

but the

most

responsive

to change

who

survives..

Service Parameters – Error rates

E

R

R

O

R

R

A

T

E

S

• Account Opening

• Account Maintenances

• Cash & Remittances

Too critical to be mediocre..

Service Parameters – Voice of Customer

V

O

I

C

E

of

C

U

S

T

O

M

E

R

Customer Feedback

FormsOnline Surveys

Transaction

Monitoring

Customer

Satisfaction IndexNet Promoter Score

Touchpoint

Satisfaction

Inculcating a zero

tolerance on governance...

Service Parameters – Service Audits

PresentabilityHygiene

Moments of TruthAwarenessS

E

R

V

I

C

E

A

U

D

I

T

S

M

Y

S

T

E

R

Y

S

H

O

P

P

I

N

G

Tearing up roots of inaction will

never allow growth of fear..

Service Parameters – Requests & Query Handling

Requests

QueriesR

ES

OL

UT

ION

TA

T

QU

AL

ITY

o

f R

ES

OL

UT

ION

Putting the pieces together

Quality

Parameters

Customer Value Management

Customer Engagement

Alternate Channel Usage

Moments of Truth - Themes

Work Life Balance

Retention does not

decide who is

right…but who is left

Quality Parameters – Customer Value Management

Dormancy Control

Customer Attrition Control

Book Enhancement

Cross Sell Ratio

Customer Value Management

The difference between marriage and

divorce is quality of engagement

Quality Parameters – Customer EngagementC

US

TO

ME

R

EN

GA

GE

ME

NT

Account Activation

Customer Contactibility

Below AQB Accounts

Relationship Management

The destination may be one, the routes are

always many

Quality Parameters – Alternate Channel Usage

Alternate Channel Usage

SM

S B

an

kin

g

Ne

t B

an

kin

g

PO

S U

sa

ge

Sta

ff U

sa

ge

AT

M U

sag

e

Between Truth and

Fiction…Fiction

always has a logic

Quality Parameters – Moments of Truths (Themes)

• ECS returns

•Returned Deliverables

• Employee Attrition

• Customer Compliments

Mo

me

nts

o

f T

ruth

A balance in judgment

differentiates a cop and a

criminal from a man with a

gun in hand..

Quality Parameters – Work Life Balance

Work – Life

Balance

Branch Batch

Closure TimelinesHoliday Working

Family Days Leave Management

Cross Linkages

Complaints

Management

Operational

Excellence – Error

rates

Voice of Customer

Service Audits

Requests and

Query Handling

Customer Value

Management

Customer

Engagement

Alternate Channel

Usage

Moments of Truth -

Themes

Work Life Balance

Thank You for bearing with ME!!

Arijit SenCulture Transformation Agent

Kotak Mahindra BankMobile: +919833226868

Email ID: arijit.sen@kotak.com

Any

Thoughts??