Designing a Customer Experience Dashboard

Megan CaauweConsultant, Business Intelligence

Jen EckertDirector, Strategic Consulting

Agenda

What is Customer Experience?

• Customer Experience Journey• Identifying Key Metrics

Monitoring Web Presence

• Why is it important?

Dashboard Design Guidelines

• Getting Started• Sample Dashboard Scenario

Q&A

What is Customer Experience?

• Customer Experience is …– NOT just measurements of single interactions– NOT just a purely contact center initiative– NOT just Customer Satisfaction– NOT just Service Level or Average Handle Time

It IS a collection of experiences and perceptions throughout the customer journey.

Defining Customer Experience

Monitoring Web PresenceThe Adventures of Hanover Bear

What is Customer Experience?

Discover• Referrals• Research• Word of

Mouth• Direct

Marketing• Advertiseme

nt

Evaluate• Research• Read Reviews• Seek

Feedback• Trials

Buy• Order Online• Purchase In

Store• Phone Order• Make

Payment

Access• Check Order

Status• Receive

Product via Delivery

• Pick up Product

• Receive Service

• Download from Internet

Use• Installation• Troubleshooti

ng• Training• Reporting

Issues

Maintain• Upgrades• Warranty• Replacement

Parts

Six Phases of the Customer Journey

Most Customers Don’t Have a Need to Interact with your Contact Center Until Here…

…AND, often it is because something is WRONG!!!

What is Customer Experience?

First Contact Resolution (FCR)

Net Promoter Score (NPS)

Voice of the Customer (VOC)

Customer Effort Score (CES)

ANI Data Claim Rates CRM Data Defect Rates Return Rates Speech Analytics Surveys Web/Social Media Monitoring

Wrap-up Codes

Common Key Metrics

In Session Question

Are you currently tracking any Customer Experience metrics?• Yes• No, but starting to think about it• No, and haven’t even thought about it

View Results

www.avtex.com/engage

Monitoring Web PresenceWhy is it important?

Monitoring Web PresenceEvery Minute…

“…every tweet tells a story.”- Brooks ThomasChief Social Media Guru, Southwest Airlines

Hours of YouTube videos uploaded100Million Pieces of content posted on Facebook1.7Months of YouTube videos watched on Facebook4.4

Thousand Tweets278

YouTube Links tweeted700

In Session Question

Are you consistently monitoring your social media presence?• Yes• No, but starting to think about it• No, and haven’t even thought about it

View Results

www.avtex.com/engage

Dashboard Design Guidelines

Term originates from the ability to glean important information from a mere glance at your car’s dashboard.

In business, it is aboutSimple and Concise communication of information relevant to a particular business objective/process.

What is a dashboard?

Every dashboard is unique.

What works for one business may not work for another.

Dashboard Design Guidelines

What

Why

Who

When

• Watch ing long-term goals

• Wants summarized in formation / KP Is

• Reviews reports/dashboards on a Semiannual/Quarterly basis

Upper Management

• Watch ing short-term goals

• Wants a combination of detail ed and summarized in formation

• Reviews reports/dashboards on a Monthl y/Weekly basis

Middle

Management

• Watching operational goals

• Wants detailed operational reporting

• Reviews reports on a Daily/Hourly basis

Line Managers

Identifying Key Metrics

Dashboard Design Guidelines

• Where is the data?• How easily can one connect

to retrieve updates?• How clean is the data?– Social media data is a common

example where some cleanup may be needed.

• What does the root system data mean in relation to the identified key metrics?

Tool to Model the following Sample Scenario:Power BI within Microsoft Excel

Starting a Dashboard Mock-up

Discover & Co

mbi

ne

•Power Query

Model & Analyze

•Power Pivot

Visualize

•Power View•Power Map

Sample Dashboard ScenarioDemo using Power View within Microsoft Excel

Sample Dashboard ScenarioDemo using Power View within Microsoft Excel

What’s Next?

• Have you taken time to truly understand the journey your customers take?

• What kinds of information do you already have which might help you understand that customer journey?

• What does that information really mean, beneath its face value?

• How do you represent that data so it is truly relevant to your customer experience strategy?

Questions to Consider

Social Media Presence Results Customer Experience Results

QUESTIONS