www.curo-group.co.uk

Customer Experience – What is it and How to Measure it? Louise Swain

Executive Director, Customer Services

v1.0

A Modern Housing Organisation…

Care and Support

Affordable rent

We are people led businesses…

Consumer Agenda – Good Business Sense…

Defining our Customer Experience…

‘You get the customers you deserve’ Colin Shaw, MD, Beyond Philosophy Building great customer experiences

Customer Experience

Logical

Transactional

Emotional

One-dimensional

One channel

One-off

One element

Short-term

Relational

Multi-dimensional

Multi-channel

Life-time value

Covers all the ‘touchpoints’ of the customer journey

Memorable/lasting impression

Loyalty/advocacy

‘Service’ ‘Experience’

Customer Experience – appropriate?

Customer Experience – available?

Customer Experience – accountable?

Customer Experience – accessible?

What did we know? Customer Satisfaction survey verbatims

Friendly and

helpful Had no problems

in the past

Relative performance better than

other landlords

Keep your promises

I tell you and you

sort it out

Impact of Anti

Social Behaviour

Not calling back

• Appropriate? • Available? • Accountable? • Accessible?

Curo Customer Experience Strategy

Maximum Customer Loyalty &

Minimum Customer Effort

Customer Access

Moments of Truth

Customer Feedback

Customer Insight

Colleague Behaviours

Customer Profiling

Customer Experience

Measurement

Curo Values – Caring, Respectful,

Open, Fair & Trusting

Equality & Diversity

Customer Choice

Help me rent a home

Help me buy a home

Help me raise a complaint

Help me with a repair

Help me keep my

independence

Help me Pay my rent

Help me move house

Help me with anti-social

behaviour

Help me feel proud of

where I live Help me replace/improve

something in my home

Help me get your

agreement

Moments of truth

Customer access

Customer insight – framework

emotions evoked

across all moments of contact

our physical performance

measured against customer expectations

- NPS - Effort

- Customer journey ratings

- OSQ - CROFT values - Quality of home - Neighbourhood sat. - VFM

(CATI) telephone based insight survey

Promoters Passives Detractors

Net Promoter Score = % Promoters minus % Detractors

Question: “How likely would you be to recommend Curo to your family and friends?” Please would you give me a rating on a scale of 0 to 10, where 0 is 'Extremely Unlikely‘ and 10 is 'Extremely Likely’?

Customer Insight – Net Promoter Score (NPS)

Less Emphasis

Neighbourhood Satisfaction

Actively Maintain

Polite/courteous

Ease of contact regarding the issue

Answer calls/emails promptly

Monitor

Quality of Home

Improve

Curo provided a helpful resolution to your

enquiry

Enough knowledge/ experience to help

Provide relevant info/ support

Time taken to complete/ resolve issue

low high

low

high

importance

satisfa

ction

What insight do we have? Contact Centre

Using Insight – Contact Centre outcomes

Because of what we know:

• Trainer recruited Jan 2014

• Resolution First Manager recruited July 2014

• New ‘call back’

process and system change September 2014

• Extended opening

hours

Apr 14 Jan 15 Call maturity rate 80.65 84.6 Jul 14 Jan 15 Complaint e2e time 57 days 24.8 days Target 45 days 30 days Sep 14 Jan 15 Call back SLA breach 27% 4% Target 10% 5% Apr 14 Jan 15 Contact Centre service NPS +19 +29.9

Where are we now?

NPS UKCSI & OSQ