Customer Experience

Jayne Hall

• Companies are losing millions of customers &

billions of euros because of bad customer

experience

• 3 out of 4 customers switched at least one product

or service in the last 2 years

• More than 1 in 5 blamed bad customer experience

for switching to another finance, telecoms or utilities

brand Professor Merlin Stone of Oxford Brookes University, study for WhiteConcierge

Great Customer Experience

1. Delivering what your brand promises

2. Walking in your customers’ shoes

3. Monitoring the experience your

customers are really getting

“A Brand Is What A Brand Does”- Delivering what your brand promises

- Mind the gap

Walking in your customers’ shoes

- Journey Mapping

- Understanding the end to end customer path

- Identifying the things that can make all the difference

Moment of Truth

Walking in your customers’ shoes

Re-engineered “Upper Class” customer experience (chauffer pick-up, drive through check in, sleeper seats, flexible menu, etc.)

David Williams, How To Experience

• Want/need to work

• Want/need to relax

• Stressful• Complicated• Parking• Luggage

• Long, frustrating lines

• Unnecessary (only necessary to the airline)

• Planes are uncomfortable by nature

• Long-time spent in a seat

• Boredom

• Unkempt•

Unshowered

• Clothes a mess

• Traffic• Unfamiliar

place

• Want / need to work

• Want / need to relax

Walking in your customers’ shoes

Monitoring the experience your customers are really getting

- NPS, Customer Satisfaction, Mystery Shop, VOC “whatever …. Am I bovered”

- Eat Your Own Dog Food

- Listen and learn

- Root causes

Many Channels : Same Great Experience?

- Design- Organisation- Technology- Attitude

Common Mistakes

Design Issues

• Not acknowledging customers will flip flop between channels

• Not redesigning the experience from a cross channel perceptive

• Not testing cross-channel scenarios

• Not setting customer expectations and clearly signalling next steps

or actions for them

• Not recognising the constraints of different channels

• Being seduced by the cost promises of online self-service

Should I call the company? Should I go to the store? Should I try online?

Common Mistakes

“I opened an account online….and then the next day went to [the] branch

and deposited cash into the account.

After a few days, I paid a credit card bill online using this account.

I was surprised when I got an email from the credit card company alerting

me that they hadn’t received the payment.

[The bank] then told me that all account balances opened online are held for

30 days! That’s why they rejected the payment even though I had put cash in

the account.

I repaid it again from the same account after the branch told me that it would

go through, but then their call centre told me there was a hold on the

account.

In the end I had to pay the credit card company with another account. And

after two days of hassles and time .. I closed the account.”

Even this beacon of great customer experience don’t always get it right

Online ISA

Complete online but they fulfil on paper through snail mail (but they don’t signal this)

They call you if something wrong but don’t email you (although you have entered into an online relationship)

Their processes (and promises) were geared around you already having a First Direct bank account too

As a result “I” missed the tax year deadline because I missed their phone call and didn’t have one of their back accounts!

• Not testing cross-channel scenarios… …

Common Mistakes

“My Broadband wasn’t working and when I tried to contact the company to solve the problem a voice announcement directed me to a website that I couldn’t access because my Broadband wasn’t working.”

• Being seduced by online self-service …

“My car broke down on the way to the airport. Now I had a flexible ticket so I decided to ring up and move myself to the next flight – no

worries. But it seems that the airline only allows you to change bookings

online…..”

Dr Nicola Millard, Multichannel Swapshop

“I was actually in the council offices the other day and the lady at the counter told me that she couldn’t deal with me and I had to use the kiosk

on the other side of the room!”

Common Mistakes

Organisational issues • Silo-mentality • Treating channels in isolation• Having channels compete rather than be coordinated

A customer will visit a website, research a product, go to the store, ask the sales rep about something they saw on the website, and they’ll get a funny look. The information isn’t accessible across various customer contact systems.

Common MistakesTechnology issues

• Not personalising• Corporate Amnesia

You give them your details and they write “dear customer “or worse still they ask you to resubmit details again

Manage your booking - Put a page of details for seat

choice- Then all over again for bookable

baggage

Common Mistakes

• Not having the right tools • Lack of a single customer view and integrated contact

handling

A music, gaming, and video software business struggled to provide its 350 outsourced agents in Europe, India, and the United States with the information necessary to deliver consistent, quality customer service.

First, the contact centre advisors used five separate contact systems, ranging from email to the knowledgebase, on their desktops.

Also,the questions arrive via phone, email, and chat – however, the email and chat didn't integrate with the CRM application used for phone calls.