© 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!