20121008 presentatie customer experience abn amro v1.0 clean
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Customer Experience Your connection with the customer Pascal Spelier, 8 oktober 2012 [ ] &
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Capgemini research reveals that Customer Experience is a good indicator for customer loyalty. Why is customer experience important? How can you improve the customer experience using customer journeys?
Transcript of 20121008 presentatie customer experience abn amro v1.0 clean
Customer Experience Your connection with the customer
Pascal Spelier, 8 oktober 2012 [ ]
&
Customer Experience WOW your customer!
Customer Experience is the result of all interactions between an organization and a customer.
It is a blend of an organizations physical performance, the senses stimulated and
emotions evoked, each intuitively measured against customer expectations across all
contact moments.
Maar hoe meet je Customer Experience?
• Current, Depository Accounts & Payments
• Creditcards • Loans • Mortgages
• Information Gathering / Decisioning
• Transacting • Problem Resolution • Account Status & History
• Branch • Internet • Mobile • Phone • ATM
Voorbeeld Hoe belangrijk vind je ten aanzien van je
rekening courant de informatie op internet met betrekking tot de ‘features’ en
voordelen, de prijs en de voorwaarden? En hoe tevreden ben je over die informatie
op internet?
80 touchpoints 35 landen 18.000 klanten 500 Nederlandse klanten
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Canada#
US#
India#
Australia#
Norway#
UK#
Czech#Re
public#
South#Africa#
Germany#
Turkey#
Philipp
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Switzerland
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Poland
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Mexico#
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Austria
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Portugal#
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2011# 2012#
CE
I (O
n a
Sca
le o
f 100
)
72.1 (2012)
72.2 (2011)
Global Average
Customer Experience Index Worldwide
Nederlandse klanten hebben beperkte positieve experience
Kantoor en internet belangrijk voor experience
Feit 3
Feit 4
Feit 1
“Companies who deploy Customer Experience programs show a 19.8% average year-over-year increase in customer satisfaction, compared to 1.8% increase for industry average, and 5.5% decrease for laggards” Aberdeen Group, 2011
“Positive customer experiences generate loyalty. Loyal customers not only buy more products over longer periods of time, they become advocates of a firm and inspire other people to buy its products.” Capgemini, 2012
“Customer Experience positively influences consumers’ willingness to repurchase, reluctance to switch, and likelihood to recommend companies” Forrester Research, 2011
Feit 2
“Companies who deploy Customer Experience programs show a 21.4% average year-over-year increase in customer lifetime value, compared to 2.7% increase for industry average, and 2.6% decrease for laggards” Aberdeen Group, 2011
Wat levert customer experience op?
Customer Experience: it’s about smooth processes and value adding propositions
Break down the walls between traditional departments
Complex processes
Unaligned processes
Confused customer
Online channels (e.g. website, social media)
Offline channels (e.g. branch, customer contact)
Marke;ng
Opera;ons
Sales & Service Frustra;ng experience
Simple
Consistent
Coherent
Stop be irrelevant Unconvincing proposi6ons
Indifferent experience
Inside-‐out ac6vi6es
Lack of value
recogni6on
Marke;ng
Sales & Service
Opera;ons
Online channels (e.g. website, social media)
Offline channels (e.g. branch, customer contact)
Relevant
Differentiated
Customer insight 1
Customer Experience design 4
Customer Experience Transformation
Customer journeys 3
Customer Experience strategy 2
Customer measurement 5
At home
Branch
Website
Social media
Customer life cycle
*Including phone, email, chat, social media
Customers using multiple
channels & touch points
Desired customer journeys
Awareness Orientate Buy Receive Use Service Cancel / Renew
Touch point
Back to Discover
Customer Support*
x
x
x
x
x
x
x x
x
x
Wow moment Channel switch
Product Discovery Seamless Update Service Excellence
Illustrative only
Mobile (new)
Seamless and consistent Customer Experience
= Touchpoint = WOW-moment
Random experience
Consistent experience Get the basics right
Differentiating experience Stand out from competition
§ Inconsistent § Unintentional
§ Consistent § Intentional
§ Not differentiated § Not valuable
§ Consistent § Intentional
§ Differentiated § Valuable
Ok, nice …
Wow!
?!?
Get the basics right and develop a differentiating experience
Forget the point of sale or point of purchase, the point of life is where the action will be. And the point-of-life – not the meaning of life – is the point of where I’m living at that moment in time and being relevant to that point.
““““
- Chris Skinner -
