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© 2014 J.D. Power and Associates, McGraw Hill Financial. All Rights Reserved. CONFIDENTIAL & PROPRIETARY—For Internal Use.
June 25, 2014
Jeff Conklin, Senior Director, Energy Practice
Becky DeGeorge, Senior Director, Customer Experience Management
Developing a Utility Customer Experience Strategy
1© 2014 J.D. Power and Associates, McGraw Hill Financial. All Rights Reserved. CONFIDENTIAL & PROPRIETARY—For Internal Use.
Agenda
� Utility Voice of Customer Performance Analysis
� Six Common Challenges
� Customer Experience Management Framework
� Customer Experience Strategic Assessment
� Case Study Examples
� Q&A
© 2014 J.D. Power and Associates, McGraw Hill Financial. All Rights Reserved. CONFIDENTIAL & PROPRIETARY—For Internal Use. 2
Case Study-Utility VOC Performance Analysis
© 2014 J.D. Power and Associates, McGraw Hill Financial. All Rights Reserved. CONFIDENTIAL & PROPRIETARY—For Internal Use. 3
Six Common Challenges
My strategy for improving
customer satisfaction is not
producing the desired results
I have a lot of data, but not
sure if I’m measuring and
acting on the right things at
the right time
I need to create an internal
environment that nurtures and
sustains continuous customer
experience improvement
I’m struggling to make sense
of multiple Voice of
Customer data points... I
need to create an integrated
view of all this info
I need to prioritize the vital
few versus the trivial many
actions to improve customer
satisfaction, loyalty, and
drive business results
I’m required to create a
business case to justify
resources needed to achieve
meaningful progress
4© 2014 J.D. Power and Associates, McGraw Hill Financial. All Rights Reserved. CONFIDENTIAL & PROPRIETARY—For Internal Use.
Customer Experience Management Framework
© 2014 J.D. Power and Associates, McGraw Hill Financial. All Rights Reserved. CONFIDENTIAL & PROPRIETARY—For Internal Use. 5
Customer
Understand Drivers
Customer Experience Management Framework
Optimize Customer Interactions
Measure and Manage Develop Strategyand Action Plan
© 2014 J.D. Power and Associates, McGraw Hill Financial. All Rights Reserved. CONFIDENTIAL & PROPRIETARY—For Internal Use. 6
Customer
Customer Experience Management Framework
• Clearly define brand promise
• Ensure management structure
supports focus on customer
• Align measurement system with
business requirements
• Prioritize high impact initiatives
and create action plan
• Define optimal customer interactions at each
touch point
• Identify gaps between current and optimal
experience
• Develop and implement plans to close gaps
• Design and implement appropriate listening posts
• Deliver data to stakeholders
• Require action to be taken on data to manage performance and establish next priorities
• Understand drivers of decisions and actions
• Analyze how these link to ROI
• Measure your performance vs. competitors
Understand Drivers
Optimize Customer Interactions
Develop Strategyand Action PlanMeasure and Manage
© 2014 J.D. Power and Associates, McGraw Hill Financial. All Rights Reserved. CONFIDENTIAL & PROPRIETARY—For Internal Use. 7
Customer
J.D. Power Products and Solutions
• Customer Experience Environment and Alignment
• Measurement System Assessment
• Next Step Prioritization and Action Planning
• Contact Center
• Digital Channels
• Retail
• Design and implement
measurement system
• Capture enterprise, relationship,
and transactional feedback
• Platform for reporting data and
insights throughout organization
• Provide advisory services to
support implementation and
ongoing improvement
• Syndicated Studies
• PIN
J.D. Power Benchmarks
Channel Solutions
Customer Experience Strategic Assessment
Performance Measurement and
Management Systems
8© 2014 J.D. Power and Associates, McGraw Hill Financial. All Rights Reserved. CONFIDENTIAL & PROPRIETARY—For Internal Use.
Customer Experience Strategic Assessment
© 2014 J.D. Power and Associates, McGraw Hill Financial. All Rights Reserved. CONFIDENTIAL & PROPRIETARY—For Internal Use. 9
CE Executive
Assessment
Brand Promise/Customer
Experience Alignment
� Strategies for better
aligning your brand
promise with your
customer experience
� Actions needed to
create the environment
that enables teams to
more consistently
deliver a best-in-class
customer experience
Customer Experience Strategic Assessment
…. what you’ll receive from the Assessment
© 2014 J.D. Power and Associates, McGraw Hill Financial. All Rights Reserved. CONFIDENTIAL & PROPRIETARY—For Internal Use. 10
Gaps and Improvement
Recommendations
� Key strengths and
performance gaps in
achieving customer
satisfaction goals
� Recommendations for
improving performance
across regions,
customer segments,
and against key
competitors
CE Executive
Assessment
VOC Performance
Analysis
Brand Promise/Customer
Experience Alignment
� Strategies for better
aligning your brand
promise with your
customer experience
� Actions needed to
create the environment
that enables teams to
more consistently
deliver a best-in-class
customer experience
Customer Experience Strategic Assessment
…. what you’ll receive from the Assessment
© 2014 J.D. Power and Associates, McGraw Hill Financial. All Rights Reserved. CONFIDENTIAL & PROPRIETARY—For Internal Use. 11
Gaps and Improvement
Recommendations
� Key strengths and
performance gaps in
achieving customer
satisfaction goals
� Recommendations for
improving performance
across regions,
customer segments,
and against key
competitors
CE Executive
Assessment
VOC Performance
Analysis
CE Measurement
Assessment
Brand Promise/Customer
Experience Alignment
� Strategies for better
aligning your brand
promise with your
customer experience
� Actions needed to
create the environment
that enables teams to
more consistently
deliver a best-in-class
customer experience
Ideal Measurement
System
� Recommendations for
measuring customer
experience across all
touch points
� Strategies for
leveraging VOC data
to improve customer
satisfaction, influence
business decisions,
and drive results
Customer Experience Strategic Assessment
…. what you’ll receive from the Assessment
© 2014 J.D. Power and Associates, McGraw Hill Financial. All Rights Reserved. CONFIDENTIAL & PROPRIETARY—For Internal Use. 12
Gaps and Improvement
Recommendations
� Key strengths and
performance gaps in
achieving customer
satisfaction goals
� Recommendations for
improving performance
across regions,
customer segments,
and against key
competitors
CE Executive
Assessment
VOC Performance
Analysis
CE Measurement
Assessment
CE Employee
Assessment
Brand Promise/Customer
Experience Alignment
� Strategies for better
aligning your brand
promise with your
customer experience
� Actions needed to
create the environment
that enables teams to
more consistently
deliver a best-in-class
customer experience
Customer Experience
Employee Assessment
� Strategies for
motivating and
engaging employees
to deliver a more
consistent customer
experience
� Key obstacles that
must be removed to
help teams improve
customer satisfaction
Ideal Measurement
System
� Recommendations for
measuring customer
experience across all
touch points
� Strategies for
leveraging VOC data
to improve customer
satisfaction, influence
business decisions,
and drive results
Customer Experience Strategic Assessment
…. what you’ll receive from the Assessment
© 2014 J.D. Power and Associates, McGraw Hill Financial. All Rights Reserved. CONFIDENTIAL & PROPRIETARY—For Internal Use. 13
Gaps and Improvement
Recommendations
� Key strengths and
performance gaps in
achieving customer
satisfaction goals
� Recommendations for
improving performance
across regions,
customer segments,
and against key
competitors
CE Executive
Assessment
VOC Performance
Analysis
CE Measurement
Assessment
CE Employee
Assessment
Customer Interaction
Assessment
Brand Promise/Customer
Experience Alignment
� Strategies for better
aligning your brand
promise with your
customer experience
� Actions needed to
create the environment
that enables teams to
more consistently
deliver a best-in-class
customer experience
Customer Experience
Employee Assessment
� Strategies for
motivating and
engaging employees
to deliver a more
consistent customer
experience
� Key obstacles that
must be removed to
help teams improve
customer satisfaction
Execution of Consistent
Customer Experience
� Strategies for more
consistently delivering
customer experience
across all touch points
� Recommendations for
improving training,
tools, coaching, and
recognition to deliver
a great customer
experience
Ideal Measurement
System
� Recommendations for
measuring customer
experience across all
touch points
� Strategies for
leveraging VOC data
to improve customer
satisfaction, influence
business decisions,
and drive results
Customer Experience Strategic Assessment
…. what you’ll receive from the Assessment
© 2014 J.D. Power and Associates, McGraw Hill Financial. All Rights Reserved. CONFIDENTIAL & PROPRIETARY—For Internal Use. 14
Gaps and Improvement
Recommendations
� Key strengths and
performance gaps in
achieving customer
satisfaction goals
� Recommendations for
improving performance
across regions,
customer segments,
and against key
competitors
CE Executive
Assessment
VOC Performance
Analysis
CE Measurement
Assessment
CE Employee
Assessment
Customer Interaction
Assessment
Brand Promise/Customer
Experience Alignment
� Strategies for better
aligning your brand
promise with your
customer experience
� Actions needed to
create the environment
that enables teams to
more consistently
deliver a best-in-class
customer experience
Customer Experience
Employee Assessment
� Strategies for
motivating and
engaging employees
to deliver a more
consistent customer
experience
� Key obstacles that
must be removed to
help teams improve
customer satisfaction
Execution of Consistent
Customer Experience
� Strategies for more
consistently delivering
customer experience
across all touch points
� Recommendations for
improving training,
tools, coaching, and
recognition to deliver
a great customer
experience
Ideal Measurement
System
� Recommendations for
measuring customer
experience across all
touch points
� Strategies for
leveraging VOC data
to improve customer
satisfaction, influence
business decisions,
and drive results
Customer Experience Strategic Assessment
…. what you’ll receive from the Assessment
Key Client Deliverables:� Comprehensive report detailing findings and improvement recommendations from Assessments
� On-site, full day Senior Leadership Session
© 2014 J.D. Power and Associates, McGraw Hill Financial. All Rights Reserved. CONFIDENTIAL & PROPRIETARY—For Internal Use. 15
Large Financial Services Company Case Study
Customer Experience Strategic Assessment was conducted for Consumer Banking line of business in large
financial services company, providing priority improvement recommendations:
Performance Metrics
� Revise manager and employee Scorecards to incent balanced performance between revenue and
customer satisfaction goals
Knowledge and Courtesy of Representatives
� Enhanced Interpersonal Interactions with more courteous and consistent delivery
� Improved Customer Needs Identification and alignment to products/services
� Reduced and streamlined Learning Management and information dissemination
� Efficient Workforce Management and Strategic Staffing
� Improved systems reliability and access
Problem Incidence and Resolution
� Minimize problems related to fees and customer communication
Facility
� Enhance low branch density with customer-centric strategies
Brand Image
� Improve trust in the brand – financial stability, customer vs profit driven, employee engagement
© 2014 J.D. Power and Associates, McGraw Hill Financial. All Rights Reserved. CONFIDENTIAL & PROPRIETARY—For Internal Use. 16
Customer Experience Strategic Assessment Examples
Telecom
Energy Travel
InsuranceFinancial Services
© 2014 J.D. Power and Associates, McGraw Hill Financial. All Rights Reserved. CONFIDENTIAL & PROPRIETARY—For Internal Use. 17
Customer
J.D. Power Benchmarks
Customer Experience Management Framework
Channel Solutions
Performance Measurement and
Management Systems
Customer Experience Strategic Assessment
© 2014 J.D. Power and Associates, McGraw Hill Financial. All Rights Reserved. CONFIDENTIAL & PROPRIETARY—For Internal Use. 18
Questions?
19© 2014 J.D. Power and Associates, McGraw Hill Financial. All Rights Reserved. CONFIDENTIAL & PROPRIETARY—For Internal Use.
Contact Information:
Jim Eddy
Director, Energy Practice
[email protected] | 720-296-3524
Enrique Genao
Director, Energy Practice
[email protected] | 732-216-5311
Tim Fox
Manager, Energy Practice
[email protected] | 248-680-6480