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#

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Turkey#

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Switzerland

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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 -