Upload
others
View
0
Download
0
Embed Size (px)
Citation preview
Proprietary/Confiden0al
ImprovingPerformanceWithCustomerInsights
June29,2016
© 2016 Harland Clarke. All marks are the property of their respective owners. All rights reserved.
Presenta0onmaterialsandvideoreplaywillbeprovidedwithinoneweek.Haveques0ons?Usetheques0onspanel–we’llfieldthemaswegoandduringtheQ&Arecapattheendofthecall.
VoiceoftheCustomer,poweredbyCSP
Today’sSpeakers
2
StephenNikitasSeniorStrategistDirector,HarlandClarke
• 30yearsexperience,includingseniorexecu0veatfinancialins0tu0onsinNewYork,CaliforniaandMassachuseRs
• LoanporTolioandaccountholderreten0onspecialist
JohnBeriganExecu0veVicePresident,CustomerServiceProfiles(CSP)• Morethan30yearssalesexperience
• Primarycontactforallsalesandmarke0nginquiries,contractnego0a0ons,andongoingclientprojects
VoiceoftheCustomer,poweredbyCSP
Agenda
3 VoiceoftheCustomer,poweredbyCSP
StateoftheMarket:LatestTrends
GainingKnowledgeandInsightFromActualCustomers
HearingtheVoiceoftheCustomer:AllChannels,AllTouchpoints
Repor0ngforBranchManagersandExecu0ves
CaseStudies
Q&A
80%
48% 48% 46% 44% 36%28% 24% 20% 20%
0%
79%
38%33%
41%
26%
38%36%
21% 18% 17% 17%
0%10%20%30%40%50%60%70%80%90%
CommercialLoans SmallBusinessMarketShare
CommercialFeeIncome
RetailMortgages Non-TradiRonalLOBs
ImproveSales/MarkeRng
ExpandOnlinePresence
ConsumerLoans M&A ConsumerFeeIncome
ExpandBranchPresence
BANKS
LoanGrowthIsTopPriorityforFinancialInsRtuRons
4
VoiceoftheCustomer,poweredbyCSP
76%
54%48%
39% 39%
26% 24%22% 22%
13% 9%
83%
52%
39%46%
24%
29%
18% 17% 16% 12%5%
0%10%20%30%40%50%60%70%80%90%
ConsumerLoans ExpandOnlinePresence
ImproveSales/MarkeRng
MortgageLoans Mergers MemberBusinessLoans
Non-TradiRonalLOBs
ConsumerFeeIncome
ExpandBranchPresence
SmallBusinessMarketShare
MemberBusinessFeeIncome
2016 2015
CREDITUNIONS
Source:What’sGoingOnIn2016–CornerstoneAdvisors
ConsumerInteracRons
5 Source:BAIConsumerMarketPulseSurvey
9.7
5.6
2.7
5.86.5
3.2
1.1
2
1.2 1 0.8 0.51.2
4.3
0
2
4
6
8
10
12
DebitCard CreditCard PersonalCheck
MobileBanking
OLB PrimaryFIATM
AnotherFIATM
AtBranch DriveThrough
AutomatedPhone
LivePhone OnlineChat RDC OnlineBillPay
AverageNumberofInteracRonsPerMonth
VoiceoftheCustomer,poweredbyCSP
Bankvs.ConsumerPercepRons
6 Source:BAIConsumerMarketPulseSurvey
VoiceoftheCustomer,poweredbyCSP
Rela0onshipFocused–45%
CustomerServicePros–27%
Tradi0onal/ReliableBankers–21%
GeneralizedProviders–7%
Howbanksviewthemselves
CustomerServicePros–35%
Tradi0onalAndReliableBankers–34%
GeneralizedProviders–18%
Rela0onshipFocused–13%
Howconsumersviewbanks
Where’stheTrust?
7 Source:BAIConsumerMarketPulseSurvey
VoiceoftheCustomer,poweredbyCSP
45%
55%
73%70%
0%
10%
20%
30%
40%
50%
60%
70%
80%
LargeBank RegionalBank CommunityBank CreditUnion
TrustbyBankingCategory
> > >
GainingKnowledgeandInsightFromActualCustomers
8 VoiceoftheCustomer,poweredbyCSP
WhatDoYourCustomersThinkAboutYou?
9
Youdon’tknowunlessyouaskthem
Salesandserviceexcellencedependsupontheirpercep0onsandfeedback
Howtheyfeelabouttheirexperienceishowtheyfeelaboutyourbrand
“Customersarenolongerbuyingproductsandservices–theyarebuyingexperiencesdeliveredviatheproductsandservices.”
– GregoryYankelovich,CustomerExperienceIQ
VoiceoftheCustomer,poweredbyCSP
"Q&AwithGregoryYankelovich,"InsideCXM,June16,2014,hRp://www.insidecxm.com/qa-with-gregory-yankelovich/
WhyItMabers
10
1. Ernst&Young2014GlobalConsumerBankingSurvey2. Ibid.3. AmericanCustomerSa0sfac0onIndex,Fornelletal,19964. HarvardBusinessReview
CustomerExperienceImpacts
Thebobomline:41%ofcustomerswhoopenedanewaccountin2014didsobecauseofthecustomerexperience1
SaRsfacRon&loyalty:Customerexperienceisthemostcri0caldriverinincreasingcustomerloyalty2
Employeeperformance:“Op0mizingincen0vestructurestopriori0zecustomerservice,inves0ngintrainingprogramsandhighligh0ngserviceadvantages”isaTop10Trendin2016reportedbyBAIBankingStrategies
WhenDoneRight
! Promotesacultureofservice
! Increasescustomerknowledge
! Providestoolstoimprovethecustomerexperience
! Drivesresultsviaac0onabledata
! Ensuresculturalalignmentthroughouttheins0tu0on
! Offersinsightintomarketposi0on
! Createsendlessimprovementloop
! 5%increaseincustomersa0sfac0oncanincreaseprofitabilityby25%to125%4
• LoweraRri0on• Moreproducts• Morereferrals
VoiceoftheCustomer,poweredbyCSP
WhyHarlandClarkeVoiceoftheCustomer?
11
• Valuedeliveredataffordablepriceversusthecompe00on
• Insightsanddatarepresenta0veofyourcustomersandbranchnetwork
• Holis0capproachtocustomerexperiencemanagement
• Financialins0tu0onexperienceandexclusivity
• Solu0oncustomiza0onandflexibility
• Analy0csandconsulta0on
• Peergroupbenchmarkingbyassetsize,regionandstate
• CSP—30yearsofthoughtleadershipinCustomerExperienceManagement(CEM)
“70%ofbuyingexperiencesarebasedonhowthecustomerfeelstheyarebeingtreated.”
– McKinsey
VoiceoftheCustomer,poweredbyCSP
"The'momentoftruth'incustomerservice,"byMarcBeaujean,JohnDavidson,andStaceyMadge,McKinsey&Company,hRp://www.mckinsey.com/business-func0ons/organiza0on/our-insights/the-moment-of-truth-in-
customer-service
12
C A S E S T U D Y
VoiceoftheCustomerHelpsFinancialIns6tu6onAchieveCoreDepositGrowthof$641Million
Challenges• Increasenewaccountholderacquisi0on• Increasecoredepositgrowth• Increasecross-sellexpansion• Increasemarketshare
SoluRonImplementaservicequalityprogramusingVoiceoftheCustomertomeasureandtrackthecustomerexperience.Bankcustomersprovidingevalua0onsontheirin-personexperiencesproducedac0onableinforma0onforthefinancialins0tu0on.
Results• Morethan43,000newdepositaccounts• Morethan161,000newservices• Increasednumberofproductsperhouseholdby0.5• Increasedcoredepositbalancesby$641million
Manyvariablesimpactcampaignsuccess.Theinforma0ononearningsorpercentageincreasesthatiscontainedwithinthiscasestudyisprovidedfordemonstra0vepurposesonly.HarlandClarkedoesnotguaranteeorwarrantearningsorapar0cularlevelofsuccesswithacampaign.
VoiceoftheCustomer,poweredbyCSP
> > > HearingtheVoiceoftheCustomer
13
AllChannels,AllTouchpoints
VoiceoftheCustomer,poweredbyCSP
VoiceoftheCustomer
14
VoiceoftheCustomerdeliversac0onableintelligencetoimproveperformance,directlyfromthesourcethatmaRersmost–youraccountholders.
Usingavarietyofsurveymethodologies,weprovideinsightnecessarytoengageaccountholdersandbuildaconsistentcustomerexperience.
VoiceoftheCustomer,poweredbyCSP
OurOmni-channelApproach
15
AllExperiences,AllChannels
• Branch• Callcenter• Newaccountopening• Lending• Businessbanking• Daily/regularinterac0ons
“89%ofconsumershavestoppeddoingbusinesswithacompanyaxerexperiencingpoorcustomerservice.”
–RightNowCustomerExperienceImpactReport
VoiceoftheCustomer,poweredbyCSP
2011CustomerExperienceImpact(CEI)ReportcommissionedbyRightNow(acquiredbyOracle(R)),"CustomerExperience:EmpoweringPeople.PoweringBrands.WithOracleServiceSolu0ons."2012,hRp://www.oracle.com/us/solu0ons/customer-experience/cx-service-exec-strategy-brief-1730729.pdf
HowItWorks
16 VoiceoftheCustomer,poweredbyCSP
AccountHolderPanels• Sta0s0callysignificantnumberofevaluatorsreflec0ngaccountholderdemographics
• Objec0ve,unbiasedresponses• En0refootprintisrepresentedatallchannels• Verba0mcomments
• Iden0fiesemployee
PeerBenchmarking• Allchannels• Individualcriteria&keymetrics
• Robustpeerdatabase• Abilitytoself-directpeercomparison
Analysis&ConsultaRon• Keydriversiden0fiedateachtouchpoint• Execu0veOnReviewanalysis• Coaching/trainingresources• Strategicandcomprehensiverecommenda0ons
IdenRficaRonofKeyDrivers
17 VoiceoftheCustomer,poweredbyCSP
WerunseveralstaRsRcalanddiagnosRctestsonyourcustomerdata• academicallyrigorous,valid,andreliable• stablewaytocomparetheimportanceofallsa0sfac0oncriteria
WeidenRfythekeydriversofyourcustomers’experience
WeuseyourdatatoidenRfytheemployeebehaviorsthathavethemostimpactonsaRsfacRonandloyaltyscores• Plus,analyzewhichtransac0onbehaviorsareconnectedtooverallsa0sfac0on
• Customerserviceskills*+
• Professionalism*• Timelymanner*
Definedbythecustomeras:• Greetcustomer*• Actinaprofessionalmanner*• Makecustomerfeelwelcome*
Employeebehaviorthatinfluencescustomersa0sfac0onandloyalty
Howyourcustomersdefine“sa0sfac0on”behaviors
ExampleforXYZBank
*Indicateskeydriverofcustomersa0sfac0on+Posi0velyinfluencesloyaltyindexscores
CoachingandTraining
18
ResourcesandexperRsetoimprovefrontlinetraining
• Ac0vi0es,ar0clesandexercisesdesignedtoprovidecoachingandtrainingspecifictoallofthecriteriaevaluatedandmeasured
• TopicsincludeserviceaRributes,salesbehavior,telephonee0queReandmore
• Newmaterialsandtopicsaddedquarterly
• UnlimitedaccesstoSTARScoachingandtrainingresources
STARSApproachService&salesTeamworkA{tudeRecogni0onSuccess
VoiceoftheCustomer,poweredbyCSP
ManagerDevelopmentandTraining
19
UsedatatohelpfinancialinsRtuRonscoach,moRvateandmanageemployeeswithintheiruniqueserviceclimate
Incorporatesalldataincluding:
• Bankmetrics• Customerservicedata
• Leadershipdevelopmentplans
• Employeeengagement/sa0sfac0onsurvey
SeveralcustomizabledeliveryopRons:
• Cer0fica0ons
• Coaching/mentoring• Workshops
• Online/webcasts
VoiceoftheCustomer,poweredbyCSP
> > > ReporRngforBranchManagersandExecuRves
20 VoiceoftheCustomer,poweredbyCSP
BenchmarkAnalysisReporRng(BAR)forManagers
21 VoiceoftheCustomer,poweredbyCSP
BARDrill-DownReporRngforManagers
22
KeyMetricGauge RankTrendlineGraph
KeyMetricGauge,TrendlineGraphandRankshowhowyourfinancialins0tu0oncomparestoothersinyourpeergroup
VoiceoftheCustomer,poweredbyCSP
ExecuRveAnalysis
23
OnReview:Highleveloverviewsforhigh-levelexecu0ves
TotalOrganizaRonKeyMetrics
PerformanceScore 96.64% +0.42
SaRsfacRonScore 9.66 -0.3
LoyaltyIndex 87.54% +2.51%
NetPromoterScore 88.40% +8.02%
OverallExperience 9.12 +0.10
Digital 9.58 -0.16
Comparisonsforillustra0ononly.Thesearefic00ousbranchnameswithfic00ousscores.
Channel2015MetricsandChangesinScores
SaRsfacRon Performance
Change+/– 2015Score Channel 2015Score Change+/–
+0.24 9.70 PersonalBanker 98.21% +.35%
-0.3 9.66 LobbyTeller 95.30% -.31%
+.24 9.52 DriveUpTeller 97.21% +.45%
+.05 9.31 CallCenter 96.32% +.01%
-.03 9.01 Online NA
+.02 8.88 Mobile NA
BranchComparisons
HighestScoringBranches CSPNormalizedIndexScore LowestScoringBranches CSPNormalized
IndexScore
(08)PrescoRValleyBranch +6.30 (03)AvondaleBranch -7.12
(09)CoRonwoodBranch +3.27 LSIOverflow -3.40
(01)LukeAFBBranch +1.27 (06)SurpriseBranch -2.42
VoiceoftheCustomer,poweredbyCSP
> > > CaseStudies
24 VoiceoftheCustomer,poweredbyCSP
25
C A S E S T U D Y
Mid-sizeFinancialIns6tu6onIncreasesReten6onWithBeGerCustomerService
Challenges• Measure“voiceofthecustomer”acrossen0rebranchnetworkdownto
theemployeelevel• Increasecustomerreten0on
SoluRonVoiceoftheCustomerwasimplementedateverybranchtoprovidedetailedfeedbackoncustomerexperiencesimmediatelyfollowingbranchtransac0ons.
Mul0channel,mul0touchapproachprovideddataon:• Employeeperformance• Branchenvironment• Wait0mes• Onlineexperiences• Overallsa0sfac0onandloyalty
Results• 6%increaseincustomerreten0on• 50%decreaseinfirst-yearaRri0onrates• Customersa0sfac0ongapscoresdoubledversuslocalcompe00on
Manyvariablesimpactcampaignsuccess.Theinforma0ononearningsorpercentageincreasesthatiscontainedwithinthiscasestudyisprovidedfordemonstra0vepurposesonly.HarlandClarkedoesnotguaranteeorwarrantearningsorapar0cularlevelofsuccesswithacampaign.
VoiceoftheCustomer,poweredbyCSP
26
C A S E S T U D Y
VoiceoftheCustomerImprovesCustomerSa6sfac6onandEmployeePerformance
ChallengeIden0fykeydriversofthecustomerexperiencetoprovidethehighestlevelofservice.
SoluRonU0lizingVoiceoftheCustomerthefinancialins0tu0onaccessedreal-0mecustomerfeedbackfrommul0plechannels,drillingdowntothebranch-andemployee-level.ResultsTwoyearsaxerimplementa0on,thefinancialins0tu0onmeasuredsignificantimprovementinthreekeymetrics:
1. NetPromoterScore(NPS)2. Customeradvocacy3. Customerloyalty
Manyvariablesimpactcampaignsuccess.HarlandClarkedoesnotguaranteeorwarrantearningsorapar0cularlevelofsuccesswithacampaign.
VoiceoftheCustomer,poweredbyCSP
> > >
27
“Ifyoucanimproveyourlevelofcustomerreten=onbyjust5%,andsustainthat
improvementoverfiveyears,youcanimproveopera=ngearningsbyasmuchas100%”
-AmericanBanker
VoiceoftheCustomer,poweredbyCSP
"AHigh-ProfitStrategyforBanks:FindtheTopCustomersandKeepThem,"AmericanBanker,July21,1993
Q&AWrapUp
TypeyourquesRoninthequesRonspanel
Stephen Nikitas Senior Strategy Director, Harland Clarke
John Berigan Executive Vice President, Customer Service Profiles (CSP)
PresentaRonmaterialsandvideoreplaywillbeprovidedwithinoneweek.Visitharlandclarke.com/webcastsforthisandpreviousevents.
harlandclarke.com/LinkedIn
harlandclarke.com/TwiRer
www.harlandclarke.com/webcasts
28 VoiceoftheCustomer,poweredbyCSP
ThankYou
VoiceofCustomer,poweredbyCSP