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Customer-centricity
Lessons from the Gas Networks Ireland award winning Customer Experience programme.
what does it mean and how to embed it in your organisation.
2016 © W5 W5 | "Customer-centricity" what does it mean and how to embed it in your organisation 2
Why Customer Centricity? Clare Kavanagh Managing Director, W5 CCXP
The client perspective Bernard Mooney Customer Care Manager Gas Networks Ireland
The Gas Networks Ireland approach
Ceara Nevin Associate Director, W5
How to implement a strong CX programme
Marie Lyster Customer Experience Manager Gas Networks Ireland
Wrap up Clare Kavanagh
NET PROMOTER® Certified Associate
NET PROMOTER® Certified Associate
2016 © W5
Customer centricity requires integrating a company’s products
and service with customers’ lives to help them achieve their goals.
2016 © W5
Your brand is formed primarily, not by what your company says about itself, but what your company does.
Jeff Bezos, Amazon ” “
2016 © W5
Customers have more power
ME
SS
AG
E I
NF
LU
EN
CE
T H E PA S T
R E A C H
Users
Brand owner
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2016 © W5
Customers have more power
ME
SS
AG
E I
NF
LU
EN
CE
T H E P R E S E N T
R E A C H
Brand owner
Users
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2016 © W5
1900 - 1960 AGE OF MANUFACTURING
Mass manufacturing makes industrial powerhouses successful
Sources of dominance
1960 - 1990 AGE OF DISTRIBUTION
Global connections and transportation systems make distribution key
1990 - 2010 AGE OF INFORMATION
Connected PCs and supply chains mean those who control information flow dominate
2010 - ? AGE OF THE CUSTOMER
Power comes from engaging with empowered customers
Ford, RCA, GE, Boeing, P&G, Sony
Wal-Mart, Toyota, UPS, CSX
Comcast, Amazon, E*TRADE, American Express, Google
Facebook, Apple, Amazon
S U C C E S S F U L C O M P A N I E S
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2016 © W5
Investment in Forrester’s Customer Experience Index Leaders 2007-2011
22.5% cumulative return
versus a 1.3% loss if you had invested in a S&P 500 Index tracker fund
or a 46.3% loss for investment in Forrester’s Customer Experience Index Laggards over the same period.
W5 | "Customer-centricity" what does it mean and how to embed it in your organisation 8
2016 © W5
If I had known being nicer to our customers was going to work so well I would have done it years ago.
Michael O Leary, Ryanair
” “
2016 © W5
89% of companies plan to compete primarily on the basis of customer experience by 2016 Source: Gartner
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2016 © W5
80% of companies believe that they deliver a superior customer experience
8% of their customers agree Bain&Co.
O N L Y
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Customers always have an experience (good, bad or indifferent)
2016 © W5
BR
AN
D P
RO
MIS
E
C U S T O M E R E X P E R I E N C E
Customer experience is the organisation’s brand promise in action
Unlock what’s unique and true about your
brand and deliver exceptionally on your brand promise you’ll get your customers
talking
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Customer disappointment Authentic
Customer disappointment Customer confusion
2016 © W5
Customer experience design and strategy The business case
All brands have to manage the tension between business efficiency and customers’ desire for distinctive experiences.
WHERE IS THE SWEET SPOT FOR YOUR BRAND ?
High business efficiency
Low business efficiency
Limited options
Fully tailored Experience
LOST REVENUE?
Brand X
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2016 © W5
Customer experience management process
Stakeholder Commitment
Assess needs and segment customers
Design best in class customer
experience
Deliver organisational engagement and
commitment
Measure
EMPLOYEE &
CUSTOMER
Employees as customers should be at the centre of a customer experience management programme
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2016 © W5
To value your customer, you need to spend some time understanding the interactions they have with you, viewing your service through their eyes, and designing in such a way that customers receive consistent experiences over time that they consider valuable Oslo school of architecture & design
”
“
2016 © W5
The GNI Customer Experience Programme The context and challenge
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2016 © W5
What we do
• Own, operate, build and maintain the natural gas network in Ireland
• Connects and delivers gas to >670,000 domestic and 25,000 commercial customers regardless of their gas supplier
Our core purpose is to ensure the safe and reliable delivery of gas to our customers 24hrs a day, 365
days a year. By serving our customers and collaborating with our partners, we continually
advance the utilisation of the gas networks for the benefit of Ireland.
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2016 © W5
Our customers
• Anyone living or working on or near the gas network is potentially our customer, whether you are:
• Thinking about connecting to gas
• Installing gas at your property
• Upgrading or moving your gas connection / service
• Undertaking general building work at a site
• Reading your gas meter
• Reporting a suspected gas leak / carbon monoxide
• Repairing your meter box.
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2016 © W5
Moving to a customer centric organisation The challenges
• Regulated by Commission for Energy Regulation
• Monopoly for gas
• Large complex organisation
• Engineering and process driven
• Outsourced model of service delivery
• All processes co-dependent with other external stakeholders
Monopoly
Process & product driven
Functional customer
service
Customer centricity
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2016 © W5
The Gas Networks Ireland Customer Experience Programme The measurement
W5 | "Customer-centricity" what does it mean and how to embed it in your organisation 21
2016 © W5
The alignment of customer experience with the brand values
GNI Stop and Think | 2016
CX is delivered through Gas Networks Ireland demonstrating their brand values on the ground
The measurement programme brings the customer voice into the organisation
Safety
Performance
Customer Experience
Collaboration
Integrity
Customer experience is the sum of all experiences customers have with Gas Networks Ireland
Gas Networks Ireland then systematically takes action on what they have learned.
W5 | "Customer-centricity" what does it mean and how to embed it in your organisation 22
2016 © W5
Contact centre transaction monitoring
Programme elements
1 Field operations transaction monitoring
2
Commercial relationship surveys
3 Stakeholder relationship surveys
4 External stakeholder relationship surveys 5 Web experience survey 6 Emergency process Testing 7
Mystery Shopping
Customer Call backs
Domestic connections
Commercial Connections Siteworks
Meter Replacement Complaints Emergency
Report
Commercial Dial Before You Dig
Field Staff Experience Survey
Contact Centre CSR Experience Survey
Employee Experience Survey
External Stakeholder Interviews
Web Experience Survey
Emergency Process Testing Mystery Shopping
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2016 © W5
Customers Commercial
Overall experiences over time
Alignment with brand values
Success Effort
Emotion
Customers Domestic & Commercial
Transactional measurement
Individual journeys
Site works
Commercial Gas Connection
Meter replacement Complaints
Data analysis &
Insight generation
Key actions for Gas Networks
Ireland
Success Effort
Emotion
CX Measurement
Domestic Gas connection
Emergency
Relationship measurement
Stakeholders Internal & External
W5 | "Customer-centricity" what does it mean and how to embed it in your organisation 24
Satisfaction across touchpoints
Alignment with brand values
2016 © W5
All operating within a customer experience management framework
Understand customer experience metrics and track drivers
1 Analyse and spot trends and changes
2 Allocate accountability 3
Rigorous root cause analysis 4 Solution design 5 Cross business
prioritisation and integration
6
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2016 © W5
Principles
What principles does Gas Networks Ireland aim to follow within its measurement as a customer centric organisation?
Take a customer focus rather than job focus
Focus on the whole journey rather than key moments of truth
Engage a combination of metrics and methods – don’t rely on one metric.
Consider the service ecosystem – multiple parties involved in creating CX to design better offerings
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Source: Marketing Science Institute
2016 © W5
Connecting with the customer as part of the programme Why it’s so valuable…
TIME Taking the time to meet customers face to face, without an agenda, acknowledges existing relationships and the importance of customers’ views
REFLECT Allows customers to reflect on their experiences and the broader impact of their experiences on how they perceive the company
UNCOVER Allows us to uncover less tangible and more complex aspects of the customer experience
UNDERSTANDING Gives the company an understanding of the entire journey
VALIDATE Allows the business to validate other experience measurement activities.
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2016 © W5 W5 | "Customer-centricity" what does it mean and how to embed it in your organisation 28
The Gas Networks Ireland Customer Experience Programme Turning insight into action
2016 © W5
The alignment of customer experience with the brand values
GNI Stop and Think | 2016
CX is delivered through Gas Networks Ireland demonstrating their brand values on the ground
The measurement programme brings the customer voice into the organisation
Safety
Performance
Customer Experience
Collaboration
Integrity
Customer experience is the sum of all experiences customers have with Gas Networks Ireland
Gas Networks Ireland then systematically takes action on what they have learned.
W5 | "Customer-centricity" what does it mean and how to embed it in your organisation 29
2016 © W5
Our customer experience programme Transforming insights into action
Insights
Listen
Understand
Analyse
Monitor
Communicate
Daily alerts
Monthly reports
Feedback
Multiple channels
Testimonials
Balance scorecard
The Board
Solution
Monthly meetings
Customer experience days
Workshops
Stop and think day
Engagement with process owners
Learn from best practice
Action
Respond
Initiatives
Implement
Monitor
Feedback
Celebrate
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T H E M O D E L
2016 © W5
Our customer experience programme Transforming insights into action
VOC Recognition Awards
W5 | "Customer-centricity" what does it mean and how to embed it in your organisation 31
Customer Experience Day VOC recognition awards
Online Portal Site visits
2016 © W5
Some examples
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2016 © W5
Turning insights into action Dealing with complaints
1. Identified the pain points in the journey
2. Performed key driver analysis
3. Looked in detail at verbatim, bringing their voice into the organisation.
W5 | "Customer-centricity" what does it mean and how to embed it in your organisation 33
1. Customers now deal directly with a named individual in the contact centre – a customer advocate
2. Customers also receive an immediate call back from the complaints resolution team once their complaint has been registered.
Insights Communicate Solution Action
Dealing with complaints
2016 © W5
THEN
What customers say about complaint handling?
I'm just extremely unhappy with the whole process. Somebody needs to take
control of this and find out exactly what is going on.
NOW
I would like to highlight the incredible customer care that one of your employees,
Brendan Reidy, provided to my wife and myself over the last number of weeks to
help get our property connected to the gas network. Brendan turned my initial
complaint into the most positive customer service experience I have ever encountered. I cannot praise Brendan highly enough and would love for him to be recognised by the
company as he is a credit to your organisation
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2016 © W5
Turning insights into action Emergency
W5 | "Customer-centricity" what does it mean and how to embed it in your organisation 35
1. Lamplighter’s Row
2. Collaboration with RGII.
3. Follow up phone call to customers.
4. Deterring nonemergency calls.
Insights Communicate Solution Action
Emergency
2016 © W5
Assessing the impact of emergency initiative
Very efficient. The urgent call was responded to within 45 minutes. The registered plumber arrived the same evening I contacted him & completed the work the following day. I had
both a call & letter from Gas Networks Ireland the following day & a survey to ensure I was
satisfied with the service.
I was amazed how quickly the call was responded to. I felt at all times that I was dealing with experienced people, from the lovely
lady who took my call to the two gentlemen who arrived at my door. What could have been a nightmare experience was handled quickly, professionally and I was left feeling very safe in my home.
Thank you.’
Fitters feel more confident in advising/reassuring customers
Enhanced our relationship with RGII
37% reduction in unwanted calls on emergency phone line
Reduced Customer Effort
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2016 © W5
Overall benefits
To the business
Driving a culture of customer
centricity at GNI
Building the status of gas
Better delivery of the GNI brand
promise
Getting it right first time
And to our customers
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2016 © W5
Customer focused Service Delivery is a fundamental element of Gas Networks Irelands overall business strategy. GNI and business partners work tirelessly to truly put our customers at the heart of our business, always pushing the boundaries and the business to deliver on and exceed our customers’ expectations. The customer experience programme has delivered significant returns in terms of customer satisfaction, employee engagement and overall business performance.
Liam O’Sullivan, MD Gas Networks Ireland
”
“
2016 © W5
Critical factors for the success of the Gas Networks Ireland programme
Relevant, accurate and timely data
Empowering people with
insights
Putting the customer at the centre
identifies quick and easy wins
Integrates brand values
Integrates global best
practice
Treated as a process- not just about
metrics
Engaging internal and
external stakeholders
Embedded in the
organisation
Broad and deep
Challenging assumptions
W5 | "Customer-centricity" what does it mean and how to embed it in your organisation 39
Celebration
Executive support
