Moving from Measuring Customer Experience to Improving Customer ExperienceCase studyCustomerExperience,MéxicoApril,2017

From Data to Action

Disputes… Building & Monitoring

Disputes… Building & Monitoring

Over 10% of our customers have problems

16% of our customers are detractors

Over 40% of those problems are related to Disputes

Disputes… Building & Monitoring

25% of Customers declare that they have not received any news from their Dispute Resolution

Over 80%of Disputes are in favor of our customers

Disputes… Building & Monitoring

Citibanamex Portal

PostalLetter

SMS

Email

Disputes Communication IndexAt the beginning 8 out of 10 customers did not get any news about their dispute.After implementation, 8 out of 10 customers got news… +80% were good news

24

35

4347

55

62

6974

8286

Q3-14 Q4-14 Q1-15 Q2-15 Q3-15 Q4-15 Q1-16 Q2-16 Q3-16 Q4-16

Communicating good news to customers immediately had an impact on NPS and cost

NPS Disputes

27

3438

47

57

70

Q1-13 Q4-13 Q3-14 Q2-15 Q1-16 Q4-16

Contact Center… Building & Monitoring

Over 30% of our detractors mentioned Lack of Training and Wait time.

-13Our customer NPS that mentioned this channel negatively is -13.

Contact Center… Building & Monitoring

NPS Contact Center Bottoms Up

Segment NPS

Disputes 20

Frontline 25

Mass Market 30

Premium 35

Contact Center… Building & Monitoring

Created different action Plans per functional group

Created a Reward Program

Asked our Executives how to fix our NPS

1

2

3

• Assigning schedules for executives on a permanent basis, this action will help to have better results

• Apply the most service guidelines on each call

• Look for alternative solutions, before denying any service

• Keep executives informed with phrases that allow them to provide better service.

• Weekly meetings to report goals and results

• Feedback and follow-up with low performance executives

Driving Individual Ownership & Group ImpactGonzalez Perez Javier

Best Practices

3 Month Rolling Results: IES / NPS

Improvement Plan What Do You Need To Work On

ConstantCommunication&Recognition

+ 100 Supervisors Working on Their Own Particular IssuesNPS Contact Center

39.037.0

41.038.1

42.6

48.852.0 50.7

52.9

59.4

64.467.3

72.5

Mar-13

May-13

Jul-1

3

Sep-13

Nov-13

Jan-14

Mar-14

May-14

Jul-1

4

Sep-14

Nov-14

Jan-15

Mar-15

May-15

Jul-1

5

Sep-15

Nov-15

Jan-16

Mar-16

May-16

Jul-1

6

Sep-16

Nov-16

Jan-17

Mar-17

When Journey is a destination

Customer Journey Spend to Spend

Spend Fraud Disputes CardReplacement Activation Spend

Customer is at a restaurant having dinner

He has to file a dispute for his unrecognized charge

He has to wait to get his new card

His card is declined, and he has to call the bank

His life goes back to normal

He has to call and activate card

Customer Journey Spend to SpendAt the end, we are not loosing 5% of our customers… 1 out of every 3 customers will abandon or cancel their product

95%→100%

90%→100%

86%→100%

81%→100%

77%→100%

Spend Fraud Disputes Card Replacement Activation Spend

95% 95% 95% 95% 95% 95%

5%

Loosing 1 every 20 Customers vs

1 every 3 Customers

Customer Journey Spend to Spend

33SolutionDesigns

23SolutionsToTest

1DisputesJourney

10RootCauseThemes

150PainPoints

BRAI

NST

OR

MIN

G

BLU

ESKY

TH

INKI

NG

MEA

SUR

E/AN

ALYS

E

SOLU

TIO

N S

ELEC

TIO

N

Over 40 StakeholdersIdentified

Over 60 Risks ID’d

Implementation of the solutionsDefine Analyse Design Test

Spend Fraud Disputes Card Replacement Activation Spend

20

TheBanamex&CitiTeam

• Crossfunctional:25participants,14areas.

1- DefineandAssess

• Over150painpointswereidentified• Extensivescopeofproject,encompasses

• 10RootCausethemesdeveloped• DesignBooksBuiltfor33ImprovementLevers

2- Design

• 23opportunitiestakenforward

3- DesignToTest

Customer JourneySpend toSpend - Workshops

ATTRITION

33%

26%

By understanding a e2e Journeys, not only did we improve our customers experiences…we also decrease our attrition, hence increasing our EBIT

Creating Building Blocks

Customer Centric Transformation Model Structure

CX Analytics

CX Survey Design

CX Journeys

Customer Centric Culture

CX Project Management

TopDown

BottomsUp

MarketResearch

SocialListening

ObservationalPosts

Ethnographics

Whattoask,Whotoask,Whentoask

CorrectSurveyDesignis50%of

Success

Siloed TouchpointsVs

E2EJourneys

EfficientProcessesVs

HappyCustomers

ProductViewVs

CustomerNeeds

ExecutionExecutionExecutionExecution

CXAdvocates(IBCA)&Governance

There is no one holistic solution, but the cumulus of many tools…

Agile

BottomUp

Gallup

Lean

MedalliaTopDown

ListeningPosts

ThinkGlobally…ActLocally

Forgetaboutmeasuring,designsandtheories…goandliveyourCustomer’sexperiences…

Don´t try to boil the Ocean… focus, start small, move fast.

27

100,000Customers

One Pain Point One Process One Team

Questions