Embed Size (px)
DESCRIPTION
Presented at the international Customer Management Institute Conference in New Orleans.
Citation preview
©2011 International Customer Management Institute. All Rights Reserved.
delight
Voice of the Customer Listening, Acting, and Closing the Loop on Customer Feedback
Mike Kendall Customer Experience Leader
Vidya Dinamani Director of Product Development
Today’s Session…
Outline:
• About us
• About our VOC approach
• What’s important?
• How are we doing?
• Priorities for improvement
This will be a great session if:
You gain useful insights for using VOC to drive delightful experiences.
About Us
About Our Approach
About Us
Help small businesses be 20% more profitable… Customers revenues ~20% of U.S. GDP, pay 1 in 12 American workers
Help people get the maximum tax refund…
$33B in tax refunds, 1 out of every 3
tax returns e-filed
Help families put up to $1,000 back in their pockets…
$550M in consumer savings identified to date
Help accountants be 20% more productive today…
Serve half of all accounting firms
Improving
Lives 50M
Improve FI profit per customer by 20%…
IB customers equal to the 5th largest U.S. bank
~
Proven formula: lots of delighted customers… About Us
Proven formula: talented & engaged employees
Most Admired: Software Industry
Fortune Top 100 Places to Work
Today’s Focus… About Us
Plano, TX Mountain View, CA San Diego, CA Tucson, AZ Fredericksburg, VA Bangalore, India
Accounting Professionals Division (APD) Tax & accounting solutions that help accountants save time and grow their practice.
San Diego, CA Tucson, AZ Bangalore, India
Consumer Group (CG) Easiest Way to a Maximum Refund
Creating and Delivering Great Experiences
High Performing / High Commitment
Organiza3on
About Us
VOC Design Principles About Us
Do no harm Listen to
what’s most important
Define ownership
Analyze quickly
Prioritize continuously
Drive end to end solutions
Close the loop with
detractors
“Gaming” is unacceptable
No Gaming… It’s Not about the Score
A Major Hotel Chain
A Major Hotel Chain
A National Discount Retailer
About Our Approach
12
Loyalty Economics
% Customers Renewing 17%points
Detractors Promoters
Average # of Recommendations 6X
Lifetime Customer Revenue 250%
What’s Important?
About Our Approach
13
Loyalty Drivers
Driver 3 Driver 1
Loyalty Driver 4
Driver 2
Driver 2
Driver 2
Driver 1
Driver 4
Driver 1
Renew
Recommend
Driver 8
Rep. Knowledge
Driver 7
Driver 5
Driver 6
Driver 3
Tier 1 Tier 2 Tier 3
What’s Important?
About Our Approach
Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr
NPS
~20% pt. improvement
What’s Important?
About Our Approach
2009 2010 2011
Impact of Detractor Call Backs
Didn't contact Voicemail or email
Spoke with
% C
ust
omer
s R
enew
ed
~ 9-10 pt higher renewal % for detractors we spoke with
What’s Important?
About Our Approach
Winning Hearts Custom
ers Em
ploy
ees
“Intuit is a big company and it really makes me scratch my head that you even called me. I think
I will give Lacerte another shot for one more year just because you called. It makes me think
that Intuit actually does care.”
“He was absolutely, unequivocally excellent… I was literally blown away by his customer service. Amazing. A definite 10 all around.”
• Hearing the applause • Customer empathy • Delight Mindset
What’s Important?
About Our Approach
17
Measuring the Experience How are we doing?
About Our Approach
Recommend Use Buy Try Shop
Drivers of Loyalty
Key Moments of Truth
18
Moments of Truth How are we doing?
About Our Approach
Resolution Speed
Resolution Quality
Caring
% First Contact
Resolutions
T2B Satisfaction
Wait Time
Recommend Use Buy Try Shop
Getting Questions Answered
19
How are we doing?
About Our Approach
What experience measures do you have?
(Drivers of Loyalty? Moments of Truth?)
12
PromoteUseBuyTryShop
Drivers of Loyalty
Key Moments of Truth
What drives loyalty for your customers?
Driver 3Driver 1
LoyaltyDriver 4
Driver 2
Driver 2
Driver 2
Driver 1
Driver 4
Driver 1
Renew
Recommend
Driv er 8
Rep.Knowledge
Driv er 7
Driver 5
Driver 6Driver 3
Tier 1 Tier 2 Tier 3
APD Listening System
Yellow Red
Green Yellow
Nu
mbe
r/V
alue
of C
ust
omer
s
Many/High
Few/Low
Level of Pain
SevereMild Moderate
Some/Moderate
Listening System Pain Categories
Relationship / Pulse / MOT
Surveys
Assistance & Escalation
Contact Drivers
Transaction Surveys
Closed Loop / Call Backs
Social / Communication
Frontline / Self-Help /
Service
Loyalty Drivers
Severity & Impact
How are we doing?
About Our Approach
Product Feedback
Customer Interaction (D4D, Etc.)
Driver 3Driver 1
LoyaltyDriver 4
Driver 2
Driver 2
Driver 2
Driver 1
Driver 4
Driver 1
Renew
Recommend
Driv er 8
Rep.Knowledge
Driv er 7
Driver 5
Driver 6Driver 3
CG Listening System
Yellow Red
Green Yellow
Nu
mbe
r/V
alue
of C
ust
omer
s
Many/High
Few/Low
Level of Pain
SevereMild Moderate
Some/Moderate
Listening System Pain Categories
Shop/Try/Use/Buy Categories
Severity & Impact
How are we doing?
About Our Approach
Social
Live Community
NPS Verbatims
Live Contacts
12
PromoteUseBuyTryShop
Drivers of Loyalty
Key Moments of Truth
22
Prioritizing Improvements Priorities for Improvement
About Our Approach
Customer Experience
Reviews
Listen Meetings
1 & 3 Year Planning
Customer Experience
Improvement Plans
Functional Group
Priorities
Continuous Improvement
Pulse Analyses
Strategic Tactical
23
Listen Meetings Priorities for Improvement
About Our Approach
DOL 1 DOL 2 DOL 3 Listening Post 1 Listening Post 2 Listening Post 3
CustomerExperience
Reviews
ListenMeetings
1 & 3 YearPlanning
CustomerExperience
ImprovementPlans
FunctionalGroup
Priorities
ContinuousImprovement
PulseAnalyses
24
E2E Customer Experience Reviews
Priorities for Improvement
About Our Approach
Design the customer experience
Execute the customer experience
Improve the customer experience
CustomerExperience
Reviews
ListenMeetings
1 & 3 YearPlanning
CustomerExperience
ImprovementPlans
FunctionalGroup
Priorities
ContinuousImprovement
PulseAnalyses
Product Development
Product Management Sales Marketing Service &
Support Customer
Experience Research
25
Priorities for Improvement
About Our Approach
Going beyond customer expectations in delivering ease and benefit, evoking positive emotion throughout the customer journey…
Design for Delight
Recapping…
High Performing / High Commitment
Organization
• What’s important?
• How are we doing?
• Priorities for improvement
VOC Principles… • Do no harm • Hear what’s most important • Define ownership • Analyze quickly • Prioritize continuously • Drive end-end solutions • Close the loop with detractors • “Gaming” is unacceptable
More Insights…
Thanks!
