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This information is confidential and was prepared by Bain & Company solely for the use of our client; it i s not to be relied on by any 3rd party without Bain's prior written consent
DRAFT
La Experiencia de Consumo16 de mayo de 2013
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This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be rel ied on by any 3rd party without Bain's prior written consent 2130516-La Experiencia de Consumo - ICARE v11DAL
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This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be rel ied on by any 3rd party without Bain's prior written consent 3130516-La Experiencia de Consumo - ICARE v11DAL
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4/21This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be rel ied on by any 3rd party without Bain's prior written consent 4130516-La Experiencia de Consumo - ICARE v11DAL
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5/21This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be rel ied on by any 3rd party without Bain's prior written consent 5130516-La Experiencia de Consumo - ICARE v11DAL
Los líderes de lealtad tienen mayores
ingresos y menores costos
15%Menor
>2xCAGR
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6/21This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be rel ied on by any 3rd party without Bain's prior written consent 6130516-La Experiencia de Consumo - ICARE v11DAL
¿Con qué lenguaje comunicamos a los
empleados, socios y accionistas?
ÍNDICE DE SATISFACCIÓN LÍDER POR # DE ATRIBUTOS
• Precios
• Promociones
• Beneficios
• Exactitud en el cobro
• Equipos
• Atención telefónica
• Factura
• Servicios de valor
agregado• Calidad de llamadas
• SMS
• Servicio de recarga
• Atención personalizada
•
Servicio técnico
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7/21This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be rel ied on by any 3rd party without Bain's prior written consent 7130516-La Experiencia de Consumo - ICARE v11DAL
Pasivos
0-6
7-8
9-10
Promotores
Net Promoter Score (NPS)
Menos NPS del mejor competidor relevante
Detractores
NPS relativo (rNPS)
Menos
Muyprobablemente
Muyimprobablemente
Nos recomendaría a un amigo?
El Net Promoter® Score (o NPS®)
% Promotores
% Detractores
1
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8/21This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be rel ied on by any 3rd party without Bain's prior written consent 8130516-La Experiencia de Consumo - ICARE v11DAL
Comenzamos con sólo una compañía…
…ahora son miles
http://www.pwc.com/gx/en/index.jhtml?ld=nohttp://www.phanfare.com/http://images.google.de/imgres?imgurl=http://rermag.com/corporate_locator/RSC%20color%20logo_091106.JPG&imgrefurl=http://rermag.com/corporate_locator/job_locator/&h=119&w=225&sz=8&hl=de&start=7&um=1&tbnid=Cgx07xzsb0sORM:&tbnh=57&tbnw=108&prev=/images?q=RSC+Rental&gbv=2&svnum=10&um=1&hl=de&sa=Nhttp://www.travelcounsellors.co.uk/http://images.google.de/imgres?imgurl=http://es.geocities.com/crechymx/HSBC.JPG&imgrefurl=http://www.geekstore.cl/?t=mx_a_15463921_1499&h=483&w=1873&sz=45&hl=de&start=3&um=1&tbnid=jK_SALZQsG1bkM:&tbnh=39&tbnw=150&prev=/images?q=HSBC&svnum=10&um=1&hl=dehttp://de.wikipedia.org/wiki/Bild:Verizon_Logo.svghttp://images.google.de/imgres?imgurl=http://www.mm-line.ch/imag-mmline/HP/hp_invent_logo.jpg&imgrefurl=http://www.mm-line.ch/Begrues.htm&h=405&w=500&sz=10&hl=de&start=4&um=1&tbnid=YuWSBBXc7RkLJM:&tbnh=105&tbnw=130&prev=/images?q=hp&svnum=10&um=1&hl=de&rls=GGIH,GGIH:2006-50,GGIH:de
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This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be rel ied on by any 3rd party without Bain's prior written consent 10130516-La Experiencia de Consumo - ICARE v11DAL
PROMOTORESPERMANECEN MÁS… …Y REFIEREN MÁS …COMPRAN MÁS…
Es fundamental medir el valor de un
promotor vs. un detractor
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This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be rel ied on by any 3rd party without Bain's prior written consent 11130516-La Experiencia de Consumo - ICARE v11DAL
El análisis de causas raíz tiene que ser un
input clave para la estrategia
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This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be rel ied on by any 3rd party without Bain's prior written consent 12130516-La Experiencia de Consumo - ICARE v11DAL
“Cuando los consumidores
compran algo por el queresultan insatisfechos , 95%
de ellos no reclama a lacompañía, pero se lo cuenta a
10 o 15 amigos”
Columna de opinión, 4 de mayo de 2013
¿Pero, cómo mejoramos sin el feedback
de nuestros clientes?
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This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be rel ied on by any 3rd party without Bain's prior written consent 13130516-La Experiencia de Consumo - ICARE v11DAL
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This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be rel ied on by any 3rd party without Bain's prior written consent 14130516-La Experiencia de Consumo - ICARE v11DAL
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This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be rel ied on by any 3rd party without Bain's prior written consent 15130516-La Experiencia de Consumo - ICARE v11DAL
La ejecución del ciclo de feedback
cerrado real-time a alta velocidad
Encuesta al cliente esenviada al correoelectrónico dondeenvían la factura
Feedback es recogidomediante encuesta
online de NPS
Los hallazgos soncompartidos por elequipo de la tienda
cada día
Los gerentes de la tienda llaman a todos los Detractores y a un conjunto dePromotores
1 2 3
4
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This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be rel ied on by any 3rd party without Bain's prior written consent 16130516-La Experiencia de Consumo - ICARE v11DAL
NET PROMOTER SCORE 25% NET PROMOTER SCORE 75%
¡Y es mucho más divertido atender a
promotores que a detractores!
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This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be rel ied on by any 3rd party without Bain's prior written consent 17130516-La Experiencia de Consumo - ICARE v11DAL
?
NPS EMPLEADOS 20% NPS CLIENTES 75%???
¿Pero empleados pasivos y detractores
pueden crear un ejército de promotores?
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This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be rel ied on by any 3rd party without Bain's prior written consent 18130516-La Experiencia de Consumo - ICARE v11DAL
Los incentivos tienen que estar alineados
a los resultados deseados
ANTES DESPUÉS
Componentede equipo
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This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be rel ied on by any 3rd party without Bain's prior written consent 19130516-La Experiencia de Consumo - ICARE v11DAL
El proceso para incluir este sistema
dentro del ADN lleva mucho tiempo
Instalación Realización Repetibilidad Instalar algo
nuevoLograr el resultado
deseadoGenerar nuevas
fortalezas
Desplegar nuevo sistemade NPS
Lograr loscambios decomportamiento
necesarios
Incorporar habilidades ycomportamientos
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This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be rel ied on by any 3rd party without Bain's prior written consent 20130516-La Experiencia de Consumo - ICARE v11DAL
“Cada día recibimos20.000 feedbacksque el equipo y
socios leen y de los
cuales aprenden”
“Este es uno de losmayores programas
de cambio jamás
emprendidos porTelstra”
Se requiere liderazgo y compromiso
público
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This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be rel ied on by any 3rd party without Bain's prior written consent 22130516-La Experiencia de Consumo - ICARE v11DAL
netpromotersystem.com