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Understanding the Customer Compass The Value of Unfiltered Feedback Cass Ferris Director, Interactive Morley Companies, Inc. Orin M. Lewis Director – Auto, URMBT Service Center & Web Help Desk Support Blue Cross Blue Shield of Michigan

Understanding the Customer Compass: The Value of Unfiltered Feedback

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Understanding the Customer Compass The Value of Unfiltered Feedback

Cass Ferris Director, Interactive Morley Companies, Inc.

Orin M. Lewis Director – Auto, URMBT Service Center & Web Help Desk Support Blue Cross Blue Shield of Michigan

© SOCAP International 2014. Follow the 2014 Annual Conference on Twitter! #SOCAPAC14

A Starting Point

• Customer perceptions caused by one-off and cumulative effect of interactions with a supplier’s employees, channels, systems or products

• Gartner Customer 360 Summit

Customer Journey is defined by Customer Experience

© SOCAP International 2014. Follow the 2014 Annual Conference on Twitter! #SOCAPAC14

Significant Trail Markers

What Matters? • Perception and feelings • Cumulative effect of interactions • All touch points

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Charting the Course

Customer Compass • It’s a matter of perspective

• The customer holds the compass • The customer knows exactly

where he wants to go

• The opportunity is in walking/ traveling with the customer • A guide rather than a driver • A guide that knows and

engages the client • Provide option of personalized

off-road experiences

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Are We Aligned?

Copyright Alan Stanton, Tottenham Green, 14 April 2012 (https://www.flickr.com/photos/alanstanton/7094286453/in/photostream/)

Design User Experience

© SOCAP International 2014. Follow the 2014 Annual Conference on Twitter! #SOCAPAC14

What Does the Customer Say?

Accenture, November 2013 • 66% of customers switched brands or business

due to poor customer service last year • Some 82% of customers who switched said the

brand could have done something to stop them

© SOCAP International 2014. Follow the 2014 Annual Conference on Twitter! #SOCAPAC14

More Customer Comments

CCMC 2013 Rage Study • Complainant satisfaction is

no higher now than in 1976

• 56% of complainants felt that they got NOTHING for their efforts

• Doing the RIGHT things the WRONG way

© SOCAP International 2014. Follow the 2014 Annual Conference on Twitter! #SOCAPAC14

Strategic Perspectives

Forrester Research – Predictions 2014: Customer Experience

…companies just starting to repair broken experiences will find themselves in a struggle that’s hard, slow and increasingly costly.

They’ll focus on getting key infrastructure in place to assess what’s broken, manage a portfolio of fixes and measure the results needed to build enterprise-wide support for CX.

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Strategic Perspectives

…The customer experience elite won’t miss out on the fact that competitors are trying to close the experience gap and disrupt their competitive advantage. They’ll build on their past

success with well-funded efforts that leverage their skills in strategy, customer understanding and design.

Forrester Research – Predictions 2014: Customer Experience

© SOCAP International 2014. Follow the 2014 Annual Conference on Twitter! #SOCAPAC14

Finding the Voice of the Customer

Traditional Methods • Voice of the Customer Analytics

• CRM Application Data

• Customer Satisfaction Surveys • Survey data – same

questions, different team and no integration

© SOCAP International 2014. Follow the 2014 Annual Conference on Twitter! #SOCAPAC14

Finding the Voice of the Customer

“Unfiltered” Feedback • Focus groups – provide

honest and “unfiltered” opinion

• Social media – a new approach

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Remember the Research

If we’ve applied significant resources to serve customers, why aren’t more customers satisfied with our efforts?

66% of customers switched brands last year

82% said the brand could have done something to stop them

56% got nothing for their efforts…

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Changing Customer Perspectives

• Customers are increasingly sophisticated • Digital revolution • Online communities • The digital ecosystem

• The customer experience “elite” are visible and set a new standard • Amazon • Zappos

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Customer Guide Requirements

Defining Customer Experience through the customer’s eye

Customer Satisfaction vs. Customer Engagement

Creating an environment of reciprocity

Personalizing the interaction Multi-channel approaches

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Pursuing Alignment – A Model Revisited

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Pursuing Alignment – A Model Revisited

The Digital General Store • Store proprietors had strong

relationships with customers • Welcomed direct,

unfiltered feedback • Customers interacted to

create a sense of community • Relationships lasted

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Roles Are Changing

The Digital General Store • The customer stocks the

shelves with companies that provide an enjoyable experience

• Customers will engage with companies that engage with them

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Collecting Unfiltered Feedback

Four broad categories – KISS acronym • What should we Keep doing?

• What should we Improve?

• What should we Start doing that will make it easier to do business with us?

• What should we Stop doing that doesn’t add value from your perspective?

What is it like to do business with us?

Re-engage relationships via unfiltered feedback by asking the right questions

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A 360 Degree Perspective

Questions must be asked of all process stakeholders

Engage the entire base – the value of “satisfied” customers

Result will be re-engaged relationships and customer understanding

© SOCAP International 2014. Follow the 2014 Annual Conference on Twitter! #SOCAPAC14

© SOCAP International 2014. Follow the 2014 Annual Conference on Twitter! #SOCAPAC14

Fast Facts

Nonprofit mutual insurance company founded in 1939

Design, sell and manage health benefit plans for individuals, families and Michigan-based employers

Largest health insurer in Michigan, serving 4.4 million people here and 1.3 million more in other states

Largest network of doctors and hospitals in Michigan: 155 hospitals, and more than 30,000 doctors

Employ over 7,500 employees

Nearly 92 cents from every dollar we collect in premiums goes to pay for health care services

© SOCAP International 2014. Follow the 2014 Annual Conference on Twitter! #SOCAPAC14

Focus Groups

Multi-Channel Customer

Experience Analytics

Research Firms that benchmark & track voice of the customer

Interactive Voice

Response Surveys

Speech Analytics – Audio Mining

Facebook Twitter

Blogs

LinkedIn

Opinion Labs

Channels for Unfiltered Customer Voice

© SOCAP International 2014. Follow the 2014 Annual Conference on Twitter! #SOCAPAC14

Create customer personas

Unified member portal and new retail

and public site

Roadmap to Customer Satisfaction

Build foundational knowledge leveraging customer experience

Clear and simple interactions

Customer relationship management system

© SOCAP International 2014. Follow the 2014 Annual Conference on Twitter! #SOCAPAC14

Personas

New Web Architecture

Clear & Simple Messaging

Educate, Equip & Empower Employees

CRM

Roadmap to Customer Satisfaction

© SOCAP International 2014. Follow the 2014 Annual Conference on Twitter! #SOCAPAC14

The Challenge: Improve service provided by frontline Service Center Agents (i.e., First Call Resolution, Call Escalations, Caller Satisfaction with Service Center Agents, etc.) The Solution: On September 29, 2013, a multidisciplinary team created a Health of Operations Blitz to quickly make sustainable changes throughout the department. The team focused on improving a number of areas, including:

• Training • Agent Engagement • Frontline Coaching • Master Coaching • Leadership Engagement and Development

Auto/URMBT Service Center Best Practice Case Study

Results Calls Resolved: Increased from 77% in October 2013 to 82% in December 2013

World-Class Calls: Increased from 68% in October 2013 to 76% in December 2013

World-Class Calls Daily Average: Increased from 16.6% in October 2013 to 35.5% in December 2013

Action Alerts: Decreased from 21 in October 2013 to 2 in December 2013

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Evolve corporately as demographics change and customer wants and needs shift (i.e., elements of a changing workforce associated with generational differences)

Ensure internal infrastructures (i.e., operational practices/protocols, systems, data warehouse repositories, etc.) are created that support consumer-centric organizations

Create performance objectives/goals that promote corporate and organizational ownership of the “full” customer experience

Become transformational and nimble to address changing customer landscapes (i.e., demographic-driven needs/wants, evolving communication channels, etc.)

Journey to create a Consumer-Centric Organization

It is critical to build strategies from an outside-in lens. Our existence rests on our ability to re-create ourselves to be goods and service entities that are sought after based on value propositions built on our customers’ “unfiltered voice.”

© SOCAP International 2014. Follow the 2014 Annual Conference on Twitter! #SOCAPAC14

Reaching the Destination

Cass Ferris Director, Interactive Morley Companies, Inc.

Orin M. Lewis Director – Auto, URMBT Service Center & Web Help Desk Support Blue Cross Blue Shield of Michigan

Follow Us on Linkedin

Find us at booth #425!

Follow the conference on Twitter!

#SOCAPAC14