a shift in focus: creating the experience
TRANSCRIPT
A SHIFT IN FOCUS: CREATING THE EXPERIENCE Sean Mulcair,
Gradient Solutions
Navigating Clients to Measurable Success
TheCustomer Experience
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What’s the difference?
Customer Service
drives
The Customer Experience.
Shep Hyken – Customer service expert
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What’s the difference?
Customer service is the transaction and is quantifiable
where as
Customer experience is a lifetime of interaction, which creates a “feeling” or “emotion”
Two Targets
Customer ServiceClient Experience
A shift in focus is occurring
Two Targets
Customer Service
The Actions:
•Answer the phone
•Reply to the email
•Be polite
•Be prompt
•Respond to the need
•Process the transaction
Client Experience
The Experience:
•Make them feel secure
•Make it easy
•Be consistent across all
departments
•Customized Informative
interaction (VoC)
• Wow them!!
Economic EvolutionAuthor Joseph Pine
Book: Authenticity, What customers Really WantBook: The Experience Economy
Along came the industrial revolution•Goods became the predominant economic offering.
•Goods have become commoditized - people don't care who makes them.
Along came customer service
• It was delivered on demand to that individual person. It was meant to be customised.
• Services are being commoditized as well (long distance telephone, Internet, fast food, and Insurance?)
We're shifting to an experience economy
• What happens when you design a service that is so appropriate for a particular person ?
• You can't help but make them go "wow"; you can't help but turn it into a memorable event; you can't help but turn it into an experience.
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Authenticity = Good Experience
Customers are looking for authenticity. It is authenticity which creates a good experience.
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Walt Disney
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The importance of moving our focus to Customer Experience
Competitive advantage:
Are we more suited to compete on price and commoditise our service OR
Find ways to offer a more authentic experience?
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The importance of moving our focus to Customer Experience
Service Industry Standards are on the rise:
Repair shops
Coffee shops
Grocery stores
We are not simply being compared to others who offer insurance, but to others who offer any service.
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The good old service station!
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The good old service station!
- Free drinks
- Leather couches without oil stains on them!
- Free Wi-Fi
- Newspaper
- Flat screen TVs
- Car washed inside and out!
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The benefits of moving our focus to Customer Experience
Employee Engagement: Employees want to transition from being order
takers to being relationship builders.
It has been statistically proven that the quantity of “referrals received” by customers is directly linked to how engaged an employee is to their Employer/Brokerage.
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The benefits of moving our focus to Customer Experience
Refers stem from client experience: In 80% of brokerage firms we work in – referrals
are the greatest source of lead generation. They are the #1 producer.
In 100% of brokerage firms we work in, referrals rank 2nd (behind portfolio completion) for highest close rates.
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The benefits of moving our focus to Customer Experience
What we sell is based on:
“perceived value.”
As the experience improves the perceived
value rises!!!
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The benefits of moving our focus to Customer Experience
Definition of 'Perceived Value'The worth that a product or service has in the mind of the
consumer. The consumer's perceived value of a good or service affects the price that he or she is willing to pay for it.
How much is a 14 page black & white document, full of legal information, stuffed in an envelope, worth to most consumers?
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The benefits of moving our focus to Customer Experience
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Measuring the Experience
There are several metrics and tools available to help measure and quantify how well your doing.
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Measuring the Experience
Navicom. Bill Morris (BBiC)
Net promoter system (Schwab, American Express)
Beyond Philosophy (customer Advocacy)
Measuring the Experience
The benefits of moving our focus to Customer Experience
Good for moral It’s good for your bottom line!
How to move our focus to Customer Experience
Big Data
VoC
Adjust service levels
Improve the client’s
experience
It’s not just about underwriting data anymore
How to move our focus to Customer ExperienceUnderstanding Big Data and VoC (voice of the customer): Examples:
Client’s preferred method of communication
Schedule and availability
Our client’s ages, past-times, education
Our client’s children's ages, past-times and education
Vehicles types, rental or ownership preferences?
http://www.autoblog.com/2014/04/08/chevy-equinox-gmc-terrain-honda-pilot-iihs-crash-video/
http://consumerreports.org/cro/2012/05/best-worst-fuel-economy/index.htm
http://teensafedriving.org/blog/what-you-need-to-know-about-teen-drinking-and-driving/
http://www.pioneeringtech.com/safe-t-element
How to move our focus to Customer Experience
Understanding Big Data and VoC (voice of the customer):
Simply put, this is the client information we need on file that we can use to create an “authentic experience” for our customers and drive loyalty.
How to move our focus to Customer Experience
Zappos Family Core Value #1:
Deliver WOW Through Service
To WOW, you must differentiate yourself, which means doing something a little unconventional and innovative.
You must do something that's above and beyond what's expected. And whatever you do must have an emotional impact on the receiver.
We are not an average company, our service is not average, and we don't want our people to be average. We expect every employee to deliver WOW.
The Experimental Nature of Zappos CEO
Tony HsiehFounded in 1999 sold to Amazon in
2009 for 1.2 billion dollars
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How to move our focus to Customer ExperienceClient focused process improvements:
When reviewing your internal processes try to first focus on “what can I do to improve the client’s experience or journey?”
It’s what you do for the client and not to the client that matters!
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How to move our focus to client Experience
Client focused process improvements:
Call your own organization:
See how well you perform – how was the experience? You be the judge!
How did we sound at reception (director of first impressions)
What % of calls go to voice mail?
What % of our calls can we answer effectively the first time?
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How to move our focus to client Experience
Client focused process improvements:
Try and analyse your internal performance levels:
Lead Times – Process Times and Accuracy of information.
Use of voice recording and client surveys
Effective writing & communication courses
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How to move our focus to Customer ExperienceClient focused process improvements:
Establish service level agreements: All our clients are contacted 2-3 times a year
We return all our calls/emails within 30 min.
All our NB quotes in personal lines are done in real-time
We support our client throughout the claims process and follow up at 24 h – 7 days – 14 days – 30 days
We provide extended hours – open on weekends!
You can reach us by phone – email – chat – text – drop in.
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What makes a great Customer Experience
B2C or Business to Customer
1. Helpfulness2. Value of Time3. Customer Recognition4. Promise Fulfilment5. Problem Solving6. Personalisation7. Competence8. Accessibility
How to move our focus to Customer Experience
Big Data
VoC
Adjust service levels
Improve the client’s
experience Technology
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Conclusion
Be cautious not to transition too far into transaction-based relationships.
Start small and take it one step at a time. 50% now is better then 100% never!
Work with what you can change and don't worry about the elements we currently can’t change.
Don’t quit!!! https://www.youtube.com/watch?v=YG48U5iPESA
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Information
ABOUT THE AUTHORSean H. Mulcair has been working in the insurance industry for over 20 years; he is an established lecturer at McGill University, teaching in their Risk Management department since 1996. He was also appointed Quebec's Best Practices Champion by the IBAC in 2006 and currently works alongside provincial associations bringing informative topic to brokers across Canada. Sean is also a Lean certified facilitator.
ABOUT GRADIENT SOLUTIONSGradient Solutions is an established insurance industry strategist firm, concentrating on process optimization, management coaching and strategic thinking. The GSI team's tactical approach is to study North American industry trends and the unique challenges facing the insurance industry. Over the past 10 years, GSI has worked with Canada's leading insurance brokers, carriers and software providers, helping them reach their goals.
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