ECEW 2013 Sophie Patrikios - From Now to Wow to Ow and back again
Ecew alan wilson_presentation
-
Upload
thefocusgroup -
Category
Business
-
view
61 -
download
2
Transcript of Ecew alan wilson_presentation
![Page 1: Ecew alan wilson_presentation](https://reader034.fdocuments.net/reader034/viewer/2022042816/558cf089d8b42a9c318b46f6/html5/thumbnails/1.jpg)
ECEW 22-23 May 2012
Global Insights from the Voice of the Customer : 2012
Professor Alan WilsonUniversity of Strathclyde Business School
![Page 2: Ecew alan wilson_presentation](https://reader034.fdocuments.net/reader034/viewer/2022042816/558cf089d8b42a9c318b46f6/html5/thumbnails/2.jpg)
ECEW 22-23 May 2012
The World’s Most Valuable Brands
2
source: Interbrand 2011
![Page 3: Ecew alan wilson_presentation](https://reader034.fdocuments.net/reader034/viewer/2022042816/558cf089d8b42a9c318b46f6/html5/thumbnails/3.jpg)
ECEW 22-23 May 2012
• Branding is not simply something that is done to consumers – it is the consumers who place a perceived meaning on a brand.
• The management and consistency of the Customer Experience has a significant impact on these perceptions.
Who creates your brand?
3
![Page 4: Ecew alan wilson_presentation](https://reader034.fdocuments.net/reader034/viewer/2022042816/558cf089d8b42a9c318b46f6/html5/thumbnails/4.jpg)
ECEW 22-23 May 2012
The Brand Iceberg
4
Logo/ Name
Advertising
Operations
PersonnelService Environment
Brand Communications
Customer Experience
![Page 5: Ecew alan wilson_presentation](https://reader034.fdocuments.net/reader034/viewer/2022042816/558cf089d8b42a9c318b46f6/html5/thumbnails/5.jpg)
ECEW 22-23 May 2012
The Integration of Metricso demonstrating the linkages between metrics and
activities
Clear Communication and Disseminationo encourage use of the information
Measurement for Improvement o helping teams to improve rather than simply keeping
score
Contemporary Themes in Maintaining Consistency
5
![Page 6: Ecew alan wilson_presentation](https://reader034.fdocuments.net/reader034/viewer/2022042816/558cf089d8b42a9c318b46f6/html5/thumbnails/6.jpg)
ECEW 22-23 May 2012 6
Research covered 30 countries
![Page 7: Ecew alan wilson_presentation](https://reader034.fdocuments.net/reader034/viewer/2022042816/558cf089d8b42a9c318b46f6/html5/thumbnails/7.jpg)
ECEW 22-23 May 2012
Listen Connect Interpret Improve
Creating Value from Feedback
7
![Page 8: Ecew alan wilson_presentation](https://reader034.fdocuments.net/reader034/viewer/2022042816/558cf089d8b42a9c318b46f6/html5/thumbnails/8.jpg)
ECEW 22-23 May 2012
Listen
Engagement Metrics Channels
8
![Page 9: Ecew alan wilson_presentation](https://reader034.fdocuments.net/reader034/viewer/2022042816/558cf089d8b42a9c318b46f6/html5/thumbnails/9.jpg)
ECEW 22-23 May 2012
Feedback Metrics Used
9
![Page 10: Ecew alan wilson_presentation](https://reader034.fdocuments.net/reader034/viewer/2022042816/558cf089d8b42a9c318b46f6/html5/thumbnails/10.jpg)
ECEW 22-23 May 2012
24% of total sample used Net Promoter Score as their only metric
73% undertake analysis of unstructured data/feedback
Feedback Metrics
10
![Page 11: Ecew alan wilson_presentation](https://reader034.fdocuments.net/reader034/viewer/2022042816/558cf089d8b42a9c318b46f6/html5/thumbnails/11.jpg)
ECEW 22-23 May 2012
Channels Used :
11
![Page 12: Ecew alan wilson_presentation](https://reader034.fdocuments.net/reader034/viewer/2022042816/558cf089d8b42a9c318b46f6/html5/thumbnails/12.jpg)
ECEW 22-23 May 2012
Do you give customers their choice of feedback method?
12
![Page 13: Ecew alan wilson_presentation](https://reader034.fdocuments.net/reader034/viewer/2022042816/558cf089d8b42a9c318b46f6/html5/thumbnails/13.jpg)
ECEW 22-23 May 2012
Connect
Integration Data combinations Who owns data
13
![Page 14: Ecew alan wilson_presentation](https://reader034.fdocuments.net/reader034/viewer/2022042816/558cf089d8b42a9c318b46f6/html5/thumbnails/14.jpg)
ECEW 22-23 May 2012
The complexity and breadth of measures as a result of increasing computerisation can often make it more difficult rather than easier for
managers to manage.
14
![Page 15: Ecew alan wilson_presentation](https://reader034.fdocuments.net/reader034/viewer/2022042816/558cf089d8b42a9c318b46f6/html5/thumbnails/15.jpg)
ECEW 22-23 May 2012
Dashboards
15
![Page 16: Ecew alan wilson_presentation](https://reader034.fdocuments.net/reader034/viewer/2022042816/558cf089d8b42a9c318b46f6/html5/thumbnails/16.jpg)
ECEW 22-23 May 2012
Feedback metrics combined with:
16
![Page 17: Ecew alan wilson_presentation](https://reader034.fdocuments.net/reader034/viewer/2022042816/558cf089d8b42a9c318b46f6/html5/thumbnails/17.jpg)
ECEW 22-23 May 2012
Dept. Owning Customer Feedback Programme
17
![Page 18: Ecew alan wilson_presentation](https://reader034.fdocuments.net/reader034/viewer/2022042816/558cf089d8b42a9c318b46f6/html5/thumbnails/18.jpg)
ECEW 22-23 May 2012
Interpret
What does it mean? Correlations / Patterns Best Practice
18
![Page 19: Ecew alan wilson_presentation](https://reader034.fdocuments.net/reader034/viewer/2022042816/558cf089d8b42a9c318b46f6/html5/thumbnails/19.jpg)
ECEW 22-23 May 2012
Our Customer Feedback Correlates with
19
![Page 20: Ecew alan wilson_presentation](https://reader034.fdocuments.net/reader034/viewer/2022042816/558cf089d8b42a9c318b46f6/html5/thumbnails/20.jpg)
ECEW 22-23 May 2012
Statement best describing our customer experience program.
20
![Page 21: Ecew alan wilson_presentation](https://reader034.fdocuments.net/reader034/viewer/2022042816/558cf089d8b42a9c318b46f6/html5/thumbnails/21.jpg)
ECEW 22-23 May 2012
Improve
Outcomes Delivering
Consistency and Innovation
Impact on the Board Room
21
![Page 22: Ecew alan wilson_presentation](https://reader034.fdocuments.net/reader034/viewer/2022042816/558cf089d8b42a9c318b46f6/html5/thumbnails/22.jpg)
ECEW 22-23 May 2012
Using Customer Experience Programme for:
22
![Page 23: Ecew alan wilson_presentation](https://reader034.fdocuments.net/reader034/viewer/2022042816/558cf089d8b42a9c318b46f6/html5/thumbnails/23.jpg)
ECEW 22-23 May 2012
Analysed Feedback incorporated into:
23
![Page 24: Ecew alan wilson_presentation](https://reader034.fdocuments.net/reader034/viewer/2022042816/558cf089d8b42a9c318b46f6/html5/thumbnails/24.jpg)
ECEW 22-23 May 2012
Design and Implementation• Programme complexity - coordination, collation and
analysis of various channels and global operations• Rich verbatim• Lag in addressing and embedding change• Getting buy-in from departments/silos to respond• Staff attitudes
Top Level Support• Getting commitment from Executive Team• Prioritisation of resources to implement change
Main Challenges Identified
24
![Page 25: Ecew alan wilson_presentation](https://reader034.fdocuments.net/reader034/viewer/2022042816/558cf089d8b42a9c318b46f6/html5/thumbnails/25.jpg)
ECEW 22-23 May 2012
Analysing rich
verbatim
Managing Complex Measures
and Channels
Turning Feedback
into Action
Getting Corporate-wide Buy-
in
Key Areas for Discussion at ECEW 2012
25
![Page 26: Ecew alan wilson_presentation](https://reader034.fdocuments.net/reader034/viewer/2022042816/558cf089d8b42a9c318b46f6/html5/thumbnails/26.jpg)
ECEW 22-23 May 2012