Customer Experience Journey Panel

September 2012

Customer used their own laptop and said that thier final

presentation was confidential. Per Cianna

3 3

Customer Panel

Stefan Gruenzner, Head of consulting service at Tietoenator

Aslı Çiftçi, Vice President of Yapi Kredi Contact Center

Tim Hughes, Customer Services Director at Welsh Water

Customer Experience Strategy

Stefan Gruenzner, Head of consulting service at Tietoenator

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Customer

Experience

Management Customer Service Evolution - NOW!

Stefan Grünzner

Head of Consulting Services

Tieto, Digital Business Consulting

stefan.gruenzner@tieto.com

© 2012 Tieto Corporation

Com

pany

confidential

6 2012-09-03

VS.

© 2012 Tieto Corporation

Com

pany

confidential

7 2012-09-03

Is this

how your

customers

perceive

your service

today?

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rpo

ratio

n

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pany

confidential

8 2012-09-03

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ieto

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pany

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Customer service strategy

Channel Strategy

User Experience Management / Design

© 2012 Tieto Corporation

Com

pany

confidential

10 2012-09-03

© 2012 Tieto Corporation

Com

pany

confidential

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changing with times

1980 1990 2000 2010+

Service Design and Customer

Experience Management As an essential contribution to the value chain and

major differentiator in highly competeive markets

Automize and industrialize

Customer Service and -communication

Digitalize processes and

Work items / tasks

Optimize contact management-

and handling processes

>50 %

+10 %

+20 %

+30 %

This is the one way street we entered in the first decade

of the century – time to exit!

© 2012 Tieto Corporation

Com

pany

confidential

12 2012-09-03

Too

blurry?

© 2012 Tieto Corporation

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pany

confidential

13 2012-09-03

© 2012 Tieto Corporation

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pany

confidential

14 2012-09-03

holistic

experience

likeability

experience

value

fun

perception

trustworthyness reliability

usability accessability

perceivability

USER VALUE is

the foundation of every successful customer care strategy

Grow - customer acquisition

Keep -customer retention

Multiply - customer reccomendation

acceptance

trust

emotion

II

Design Service Prototyping - Service Design – Channel Integration

III

Analytics Contact Reason Validation - Process Evaluation - Channel Analytics

Touchpoint Analysis

Components (Customer) Expierence Management

as vital part of Service Strategy

I

Strategy Strategy Definition

Innovation Process Business Case

© 2012 Tieto Corporation

Com

pany

confidential

2012-09-03

“Take aways” of CEM major building blocks identified in

our customer projects

Yesterday

employees

task oriented service

organization

single pillar operations

process

cost focus

contractor vs. client

order contract execution

tomorrow

employees

solution orientation

organization

three pillar approach

process

real closed quality loop

contractor vs. client

proactive service development &

service quality guarantee

today

O A L

CEM

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Touch-Point Strategy

Aslı Çiftçi, Vice President of Yapi Kredi Contact Center

18 18

Customer Efforts at Welsh Water

Tim Hughes, Customer Services Director at Welsh Water

DCWW focus to deliver low customer effort ?

The Low Effort

Organisation

Avoid Next Issue

Seek out Feedback

Prioritize Effort

Reduction

Practice ‘Experience Engineering’

Remove Constraining

Metrics

Customer Research to understand effort levels

Area Overall

Satisfaction Effort

Mean no of

contacts

SW 4.52 1.79 1.58

NW 4.5 1.88 1.39

NE 4.39 1.99 1.59

E 4.48 1.78 1.29

C 4.19 1.87 1.37

CLEAN

OVERALL 4.48 1.87 1.38

Customer Effort / Contact by Channel Effort by Customer Activity

2010/11

2011/12

2010/12

Online Services – Offering low effort service options - fewer calls, reduced opex

First to offer Chat

Live support now available Call to action buttons

Reduced key clicks

“Show me” videos

Answering frequent questions

Interactions - Low effort / Self Service

Proactive Contact – Keeping customers informed - better service, fewer calls, reduced opex

Incident reported Investigated Area Isolated Numbers Extracted Message Sent

Interactions – avoiding the next issue

Apr May June July Aug Sept Oct Nov Dec Jan Feb

Proactive Contact

Properties Affected

Texts sent

Calls recieved

Voice Message

MM Text Message

Automated

Outbound

Voice and

Text

Business Insight – Improving performance

58% Improvement

6% Improvement

52% Improvement

Unwanted Calls

2010/11

2011/12

2010/12

Written Complaints

2010/11

2011/12

2010/12

80

85

90

Q1 Q2 Q3 CompanyYTD

Customer Satisfaction %

2011/12 Score

2010/11 score

Industry av2011/12

Web Page views

2010/11

2011/12

2010/12

Up 24%

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