understanding the customer journey by peggy klingel
TRANSCRIPT
Understanding the Customer’s Journey
[email protected]/in/peggyklingel www.twitter.com/PeggyKlingel
Peggy Klingel608-512-8830
Sales and Market Strategy Development and Execution
Change Management, Startup & Turnaround Expertise
Building Relationships to Grow Revenue
The challenge – Accenture’s study
• A 2013 Accenture consumer pulse study showed 89% to 91% of customers dissatisfied with long hold times, being asked to repeat information and having to call multiple times to resolve an issue.
• Over 85% of customers were dissatisfied with sales and marketing practices with 58% citing inconsistent channel experiences.
• Over 50% of customers switched providers with banking and cable companies impacted most.
• Of customers switching, 80% of them said the company could have done something differently to keep them.
This is just one of many similar studies.
Is your customer wandering?
We can all recall painful buying experiences where we could identify simple fixes to a broken process, but were never asked for our input.
Customers don’t want to have to change providers, but will in the face of bad service when they feel it’s their only recourse.
Is your customer in trouble?
You can save your customers.
• In 2013 McKinsey noted that measuring customer satisfaction along the customer journey is 30% more predictive of satisfaction than measuring individual transactions.
McKinsey’s advice: Consistency.
• McKinsey also noted that measuring along the customer journey also has the potential to increase customer satisfaction 20%, lift revenue up to 15% and lower customer service costs by up to 20%.
Start with the basics.
• Identify the touchpoints and expect customers to be using multiple channels.
• Eliminate silos that prevent sharing customer information.
• Research and learn from past mistakes.
• Address the problem areas you know exist.
• Establish a plan with success metrics.
Have you tried calling your main number, sales or customer service
departments lately?
Confirm what you learn.
Have you tried calling your main number, sales or customer service
departments lately?
What happened when you called?
Confirm what you learn.
Is your website optimized for mobile users?
It’s not just about customer service. It’s also about product research, ordering, billing, technical support and every
other department a customer may contact.
Are your customers
consistentlyhappy?
Make consistency routine.
• Foster a customer-centric culture.
• Incentivize customer satisfaction across departments.
• Celebrate successes with testimonials.
• Focus across the customer journey.
Listen to your customers.• At every touchpoint.
• Across each department.
• In customer panels.
• On social media.
• Through employees.
• With industry groups.
Gain a holistic view of the customer from every source you can.
Analyze the data.
• Understand why trouble spots exist.
• Explore alternatives.
• Provide employees feedback and training.
• Plan for technology investments.
• Begin making changes now.
Question why a process exists & what else you can improve.
Look for trends.
• What’s hot in the industry?
• Which competitors are innovators?
• How do you compare to your customer’s other partners?
• What companies do your customers cite as examples of good customer experiences?
• What other industries are leading in customer experience innovations that you may emulate?
What’s your plan for innovation?
Pull it together.• Combine customer, internal and external data
points.
• Establish the customer mindset culture.
• Understand the organization’s capacity for change.
• Share what you’ve learned.
• Develop the strategy.
• Communicate the plan.
• Execute on the promise.
• Review and adjust the approach.
Sounds simple, right?
Make a decision, develop a strategy and get started!
Understand the journey and enjoy the benefits of happy customers.
Revenue Growth
Customer Satisfaction
Innovation
ReferralsProfit
Employee Engagement
Retention
Sales
Collaboration
Market Leadership
[email protected]/in/peggyklingel www.twitter.com/PeggyKlingel
Priorities to drive organizational change.
Business areas to understand before joining or partnering with a company.
How to Start Fast and Deliver Results.
A review of my history and philosophy behind driving revenue growth.
Other Presentations by Peggy Klingel
Leadership Principles for High Impact Results
The Five C’s of a Company Review
Growth Strategy Execution
Building Bridges for Growth
Sales as a Team Sport
The benefits of a broad organizational understanding.