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© BA Convention 2017
Customer Experience
Enhancement
Krishna Durbha, Cognizant
Opportunities & Challenges
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2© BA Convention 2017
National benchmark
76.6 (up 0.4)
Customer Satisfaction Benchmarks: US 201x
73 70 71 68+4% +1% 0% -1%
ACSI Customer
Satisfaction
Index Ratings:
Mobile
-A
vera
ge M
onth
ly C
hurn
*
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3© BA Convention 2017
Legacy Reality Aspiration Nirvana?
Single Channel Multi-Channel Cross-Channel Omni-Channel
Success in this new market requires that your customers experience your
brand consistently across every channel
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4© BA Convention 2017
Creating Personas & Customer Journeys
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5© BA Convention 2017
Line of Sight from Strategy to User Stories
Capability 1 Capability 2 Capability 3
User
Storie
s
Featur
e 1 User
Storie
s
Featur
e 2 User
Storie
s
Featur
e 3 User
Storie
s
Featur
e 4 User
Storie
s
Featur
e 5 User
Storie
s
Featur
e 6 User
Storie
s
Featur
e 7 User
Storie
s
Featur
e 8 User
Storie
s
Featur
e 9
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6© BA Convention 2017
CX Lifecycle Capabilities
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7© BA Convention 2017
Analytics in Customer Experience Enhancement
What it Measures *
• Advertising
• Campaign Management
• Customer Profiling
• Merchandising
• Sales Analyses
• User Segmentation
Getting Customers
• Call Center Interaction
• Customer Service
• Privacy Support
• Product Quality
• Service Quality
• Shipping & Fulfillment
Keeping Customers
• Buyer Bonuses
• Customer Incentives
• Discount & Returns
• Loyalty Programs
• Problem Resolution
Rewarding Customers
What is Analyzed *
• Discount Impact
• Net Profitability
• Channel Profitability
• RFM Ranking
• Opportunity Analysis
• Lifetime Revenue
Contribution
• Return Reason Ranking
• Order Line Fill Rate
• Backorder Duration
• CSR Performance
• Campaign Effectiveness
• Performance by Month
• Propensity to Buy
• Impact on Revenue
• Order Fill Rate
• Order Shipment Rate
• Problem Severity
• Return Patterns
• Impact on Sales
• Trending
Who Benefits *
• Visitor Experience
• Predictive Modeling
• Backlog Reduction
• Consumption Maximization
• Campaign Effectiveness
• Churn reduction
Marketing
• Pipeline Improvement
• Qualification
• Interaction Performance
• Lower Cost of Sales
• A/R Closure
• Distribution Effectiveness
• Usage Improvement
Sales
• Reputation Improvement
• Improved Support
• Delivery Performance
• Fulfillment Performance
• Response Performance
• Satisfaction Improvement
Service
oInvoices oCredit History oPurchasing History oTransaction Records oMaster Files
Back-end/Systems
oStore Transactions oContact HistoriesoComplaints oWarranty Files
Sales/Service points
oInquiriesoContact Management oCustomer Surveys o Complaints/ReturnsoQuality / Severity / Priorities
Call Centre
oClickstream Data oRegistration Forms oNon-Purchasers
Online
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8© BA Convention 2017
An Action Plan for Digital Delight
Understand what drives delight vs. dissatisfaction
Maximize “delighters,” Minimize “dissatisfiers,”
Customer Delight in a Digital World: 10 BIG Ideas : © Copyright 2012 CustomerThink Corp.
Decide what role technology should play.
Technology not always the “star
Keep innovating! Copy cats & Technology
changes fast.Role One: Technology as the Star of the Show
Role Two: Technology as Supporting Actor
Role Three: Technology as “Key Grip”
Learn more. www.baconvention.com
© BA Convention 2017
Thank You!
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