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Driving Customer Satisfaction
Richard Kimber
In the next 15-20 minutes:
1. The current challenge2. Looking across the 5 dimensions 3. Top tips: Insight and analytics
1. A marginal gains approach2. Journey mapping and personas3. Customer emotion and effort4. The 3 voices of insight5. The 3As6. CSAT – importance AND satisfaction7. Givens versus drivers8. Peak end rule9. Communication
The current challenge
Improving the customer experience and driving satisfaction is;
• Problematic• A huge undertaking• Multi dimensional• Multi stakeholder• In need of focus, effort and
resource• Needing a clear strategy and plan
that can also pivot and change direction when it needs to
• In need of consistency at all levels
Looking across the 5 dimensions
Insight & analytics
People
Process Technology
Ways of working
Insight & analytics
Top tips to drive customer satisfaction
A marginal gains approach
“You can achieve optimal performance by the aggregation of marginal gains. It means finding a 1% margin in
everything that you do”
Sir Dave Brailsford
Journey mapping & customer personas
Credit: Custerian
Customer emotion and effort
"Logic makes people think; emotion makes them act“ - Zig Ziglar
Awareness of the business
Account setup New order Manufacturing Order dispatch Repairs Credit Control
Positive (10)
Neutral
Negative (1)
Product A
New customers Existing customers
Product B
High (10)
Medium
Low (1) Product A
Product B
The 3 voices of insight
Voice of the customer
Voice of the process
Voice of the employee
VOE
VOC
VOP VOP VOP VOP VOP
Credit: Custerian
The 3As (of measurement)
Actionable
Accessible
Auditable
www.theleanstartup.com
Any measure in an organisation should pass the 3As test inc CSAT and KPIs
CSAT
0 1 2 3 4 5 6 7 8 9 10
Q1 The usefulness of welcome mail
Q2 The usefulness of the user guide
Q3 Your introduction
Q4 The usefulness of the welcome call
Q5 TMC answering any initial questions you had
Q6 The level of service the Customer Service team provide overall
Q7 The helpfulness of the customer service advisor you last spoke to
Q8 The level of knowledge about your account
Q9 The professionalism of the Customer Service Team
Q10 The friendliness of Customer Service staff
Q11 The overall speed of response from Customer Services
Q12 The quality of outcome with your question or query
Q13 Customer Services keeping promises and commitments
Q14 Customer Services keep you informed
Satisfaction Importance
These 3 requirements are important to customers but show that satisfaction lags behind
Satisfaction lags importance
Satisfaction leads importance
Importance AND satisfaction
Givens versus drivers of satisfaction
Peak end rule
Peak end Rule:
Experience is defined by two aspects;
peak experience (high or low) and
parting experience.
Communicate, communicate, communicate
“Customer satisfaction is about attention to detail and communication. Neither of which are difficult, so naturally they’re the first things we forget.”
Thank you! Richard KimberE: [email protected]: 07769 294509@ce_coachUk.linkedin.com/in/rkimber.en
