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TCELab Sales Affiliate Overview Summer 2013 The Why, What and How Total Customer Experience Management #TCE #CEM

Total Customer Experience Management Overview #TCE #CEM -- The Why, What and How

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This is a CEM tutorial & TCELab introduction presentation we put together for our TCELab Sales Affiliates and Partners -- explains an overview of Total Customer Experience Management, Why your customer's CEO's will love it, your opportunity, and how TCELab's products and services fit into the CEM / Big Data / Customer Loyalty Space. A must watch for CEM enthusiast or any business professionals interesting in reducing churn. Find video at: http://www.youtube.com/watch?v=BFPDmM4Ct1E Or read it in our corporate blog: http://tce.io/tutecast Video itinerary: 0:00:07 What is Customer Experience Management (CEM)? 0:02:04 Why do CEO’s care? 0:04:15 Why CEM vendor should be excited? 0:07:15 What does CEM Program looks like? 0:07:45 Design of a CEM Program: CEM Program Components 0:11:20 Design of a CEM Program: Disparate Sources of Business Data 0:14:23 Design of a CEM Program: Data Linkage (connecting data to answer different question) 0:17:17 Design of a CEM Program: Integrating your business data (mapping organization silos with survey type) 0:20:58 Design of a CEM Program: Three ways to grow business… why just NPS is not enough? 0:25:40 TCELab product plug but some cross winds of CEM gold information 0:33:10 TCELab CLAAP Platform but some cross winds of CEM gold information 0:39:00 TCELab product execution process, time-lengths & other relevant information around it (information relevant to affiliate networks) 0:43:30 TCELab product lists (information relevant to affiliate networks) 0:52:40 TCELab case study: Kashoo + lot of good information for SAAS companies CEM program For More, please visit http://www.tcelab.com

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Page 1: Total Customer Experience Management Overview #TCE #CEM -- The Why, What and How

TCELab Sales Affiliate Overview Summer 2013

The Why, What and How

Total Customer

Experience Management

#TCE #CEM

Page 2: Total Customer Experience Management Overview #TCE #CEM -- The Why, What and How

TCELabWhat is Customer Experience Management?

The process of understanding and

managing your customers’ interactions with and perceptions

of your brand / company

Copyright 2012 TCELab

Page 3: Total Customer Experience Management Overview #TCE #CEM -- The Why, What and How

TCELab

http://blogs.forrester.com/nigel_fenwick/13-06-27-why_customer_experience_will_become_the_1_cio_priority

CIOs ranked customer relationship management (CRM) as their No. 8 technology priority for 2012, according to a global survey of CIOs by Gartner, Inc.’s Executive Programs. CRM moved up from the No. 18-ranked technology in 2011. Additionally, Gartner’s 2012 CEO Survey found that CEOs cited CRM as their most important area of investment to improve their business over the next five years.

Why do CEO’s care? Becoming #1 priority …

Page 4: Total Customer Experience Management Overview #TCE #CEM -- The Why, What and How

TCELabWhy are we (TCELab and YOU) excited?

CEM Industry

Big Data Industry

Business Analytics Software Industry

http://wikibon.org/wiki/v/Big_Data_Vendor_Revenue_and_Market_Forecast_2012-2017 http://www.marketsandmarkets.com/PressReleases/customer-experience-management.asp http://www.idc.com/getdoc.jsp?containerId=prUS24194613

$7.2B to $47.8B 2011-2017 31% CAGR

$2.68B to $6.61B 2012-2017 19.8% CAGR

$34.9B in 2012 8.7% YOY growth Asia/Pacific 13.4% YOY growth

TCELab

Page 5: Total Customer Experience Management Overview #TCE #CEM -- The Why, What and How

TCELabOur accessible Big Data opportunity

$0.49B to $7B

Page 6: Total Customer Experience Management Overview #TCE #CEM -- The Why, What and How

TCELabCEM Program Components

Strategy  Vision, Value, Culture!

Governance  Executive Ownership, Decision-Making, Accountability, Compensation  

Business  Process  Integra4on  Automated, Closed-looped, Customer Relationship Management and Business Intelligence

Integration, Lifecycle Management, Communication  

Method  

Data collection, Contact Management, Sampling

Methodology, Survey Questions!

Repor4ng  

Analysis, Benchmarking, Micro and Macro Improvements,

Dissemination Practices!Research  

Business Impact, Financial, Operational and

Constituency Linkages, Use of Customer Information!

Page 7: Total Customer Experience Management Overview #TCE #CEM -- The Why, What and How

TCELabDisparate Sources of Business Data

1. Call  handling  ,me  2. Number  of  calls  un,l  resolu,on  

3. Response  ,me  4. Sources:  phone,    email,  social  

1. Revenue  2. Number  of  products  purchased  

3. Customer  tenure  4. Service  contract  renewal  

5. Number  of  sales  transac,ons  

6. Frequency  of  purchases  

1. Customer  Loyalty  2. Rela,onship  Sa,sfac,on  

3. Transac,on  Sat.  4. Sen,ment  

1. Employee  Loyalty  2. Sa,sfac,on  with    business  areas  

Operational

Partner Feedback

1. Partner  Loyalty  2. Sa,sfac,on  with  partnering    rela,onship  

Customer Feedback

Employee Feedback

Financial

1. Frequency  of  use  2. Dura,on  of  use  3. Frequented  areas  4. Crash  &  bug  reports  5. Region  6. Customer  type  7. Customer  profile;  Demographics  like  gender,  age  

8. SaaS  ,ers  

Product Quality, Software Use,

Adoption

Page 8: Total Customer Experience Management Overview #TCE #CEM -- The Why, What and How

TCELabIntegrate Data to Answer Different Questions

•  Linkage analysis answers the questions: –  What is the $ value of improving customer satisfaction/

loyalty? –  Which operational metrics have the biggest impact on

customer satisfaction/loyalty? –  Which employee/partner factors have the biggest impact on

customer satisfaction/loyalty?

Opera,onal  Metrics  

Transac,onal  Sa,sfac,on  

Rela,onship  Sa,sfac,on/  

Loyalty  

Financial  Business  Metrics  

Cons,tuency  Sa,sfac,on/  

Loyalty  

Page 9: Total Customer Experience Management Overview #TCE #CEM -- The Why, What and How

TCELabIntegrating your Business Data

Customer Feedback Data Sources Relationship

Survey (satisfaction/loyalty to

company)

Transactional Survey

(satisfaction with specific transaction/interaction)

Social Media/ Communities

(sentiment / shares / likes)

Business D

ata Sources

Financial (revenue, number of sales)

• Link data at customer level

• Quality of the relationship (sat, loyalty) impacts financial metrics

N/A

• Link data at customer level

• Quality of relationship (sentiment / likes / shares) impacts financial metrics

Operational (call handling, response time)

N/A

• Link data at transaction level

• Operational metrics impact quality of the transaction

• Link data at transaction level

• Operational metrics impact sentiment / likes/ shares

Constituency (employee / partner feedback)

• Link data at constituency level

• Constituency satisfaction impacts customer satisfaction with overall relationship

• Link data at constituency level

• Constituency satisfaction impacts customer satisfaction with interaction

• Link data at constituency level

• Constituency satisfaction impacts customer sentiment / likes / shares

Page 10: Total Customer Experience Management Overview #TCE #CEM -- The Why, What and How

TCELabThree Ways to Grow a Business

Business Programs

Marketing

Sales Service

1. Retention Behaviors

Customer Renews

2. Advocacy Behaviors

Customer Acquisition

3. Purchasing Behaviors

Customer Buys More

Customer Lifetime

Value Firm Value

TCELab measures all types of customer loyalty

1 RAP refers to Retention, Advocacy and Purchasing Loyalty Indices. NPS refers to Net Promoter® Score.!

Page 11: Total Customer Experience Management Overview #TCE #CEM -- The Why, What and How

TCELabWhat does TCELab do?

Where and what is your existing data? How is it organized? Velocity, Variety, Volume.

What do you currently use for Voice of Customer? Are you measuring customer loyalty? Do we need to augment or shift? Consider RAPID Loyalty Dimensions?

It’s all about cause and effect. And math. RAPID Measurement and Linkage Analysis = our “Magic”

Yes, please. Sustaining requires C-Suite and corporate culture to embrace and train customer centric leadership

What things REALLY have an impact on future revenue growth?

Optimized? ROI … spend more money on the things that matter most to customers.

We combine Big Data and VOC metrics and apply predictive analytics to identify correlates of customer loyalty and sustained revenue growth=Optimize your ROI.

Page 12: Total Customer Experience Management Overview #TCE #CEM -- The Why, What and How

TCELab

Financials

Voice of Employee

Voice of Partner

Voice of Customer

Product Quality

Operational Metrics

TCELab can help no matter where the company is in their CEM journey

1 11

Sophistication of Business Intelligence

Com

petit

ive

Adv

anta

ge

-  Establish VOC practices -  Establish satisfaction / loyalty measurement;

typically either NPS or RAPID -  Create “Single Source of Truth” data set -  Establish Big Data technical architecture -  Customer KPI’s -  Recognize trends -  Root cause and driver analysis

-  Proactive vs. Reactive (Trend Analysis) -  Customer Impact Analysis -  Risk Awareness -  New revenue growth -  Churn reduction -  Increased ARPU -  Closed loop client feedback -  Social and verbatim

sentiment analysis -  Business Intelligence

Dashboards -  Customer centric

customer and employee goals

Page 13: Total Customer Experience Management Overview #TCE #CEM -- The Why, What and How

TCELabHow do we do it? CLAAP

•  Integrate existing big data •  Code and execute transactional and customer relationship surveys

(on browser / tablet / mobile) •  Manage email and reminder campaigns to harvest responses •  Create text and social sentiment analysis •  Mathematical correlations, predictive analytics, linkage analysis •  Automated reporting engine

Customer Loyalty as a Platform (CLAAP)

Page 14: Total Customer Experience Management Overview #TCE #CEM -- The Why, What and How

TCELabWhat do we have to offer clients?

Products / Services: 1.  CRD Voice of Customer Survey

(ERD Employee & PRD Partner also available)

2.  TCEAudit and TCELinkage

3.  Co-sponsored industry market leader loyalty research whitepapers

Page 15: Total Customer Experience Management Overview #TCE #CEM -- The Why, What and How

TCELabWhat can clients expect for timing?

Week 1-2! Week 3-4! Week 5-6! Week 7-8! Week 9-10! Week 11-12!

Goals!Big Data!Finalize!Canvass!Analysis!Report!

Align!Review!

Questions!Collect VOC data!

Insights!Communicate!

The CRD Survey process can take from 6 to 12 weeks. “If you’ve got board or team strategy meetings happening in the next few months, the time to start is now.”

Page 16: Total Customer Experience Management Overview #TCE #CEM -- The Why, What and How

DRIVER ANALYSIS CASE STUDY

SaaS iPad and Cloud Accounting Software

CRD: Customer Relationship Diagnostic

Kashoo posted 75% YOY growth using results from last summer’s CRD survey.

Page 17: Total Customer Experience Management Overview #TCE #CEM -- The Why, What and How

Case study

•  SaaS Software Company

Page 18: Total Customer Experience Management Overview #TCE #CEM -- The Why, What and How

TCELab“CRD Customer Survey” Driver Matrix

Imp

act

Lo

w

Hig

h

Key Drivers INVEST in these areas. FIX and IMPROVE these product attributes. Improvement in these areas are predicted to attract new customers (advocacy), increase purchasing behavior (purchasing) or retain customers (retention)

Hidden Drivers LEVERAGE as strengths in order to keep current customers loyal ADVERTISE as strengths in marketing collateral and sales presentations in order to attract new customers (advocacy), increase purchasing behavior (purchasing) or retain customers (retention)

Weak Drivers

DISREGARD as lowest priority for investment. These areas have relatively low impact on improving customer loyalty

Visible Drivers

CONSIDER as strengths in marketing collateral and sales presentations in order to attract new customers EVALUATE as areas of potential over-investment

Low High Performance

Driver Matrix helps us prioritize investments

1.  Key Drivers – Fix and

improve these product attributes.

2.  Hidden Drivers – Focus on these features in marketing to grow customer base.

3.  Visible Drivers – Consider features in marketing to grow customer base.

4.  Weak Drivers – Disregard as priority for investment.

Page 19: Total Customer Experience Management Overview #TCE #CEM -- The Why, What and How

TCELabDriver Chart: Predicting Retention Loyalty

§ Predic,ng  Reten,on  Loyalty  

0.00

0.05

0.10

0.15

0.20

0.25

0.30

6.00 6.50 7.00 7.50 8.00

Impa

ct o

n R

eten

tion

Loya

lty

(cor

rela

tion

betw

een

busi

ness

attr

ibut

es

and

Ret

entio

n Lo

yalty

Inde

x)

Performance on Business Attribute (Customer Rating)

To improve retention loyalty, you may consider focusing on following areas:

1.  Reports 2.  Future Product /

Company Direction 3.  Banking / Bank

Reconciliation

Can also correlate dimensions of company improvement with “Paid vs. Trial,” “Active, non-active, dormant” & “iPad, iPhone, Android, Web” users

Page 20: Total Customer Experience Management Overview #TCE #CEM -- The Why, What and How

As a TCELab Sales Affiliate, you’ll have a lot of content at your fingertips to help you engage new leads as well as to encourage existing accounts: •  White papers •  “TCE” book on Amazon •  Presentations •  Industry research •  Webinars •  Videos •  Blogs •  Dr. Hayes guest blog posts on

IBM, Oracle, Forbes, etc… •  Access to our Online

“intranet”: •  Product pricing sheets •  Template Contracts •  Sample surveys •  Sample reports

Page 21: Total Customer Experience Management Overview #TCE #CEM -- The Why, What and How

THANKS! Welcome to Awesomeville.

[email protected] www.tcelab.com 1.888.243.4756 40 Warren Street, 3rd Floor Boston, MA 02129 USA