Voice of the Customer: *Listening, Acting, and Closing the Loop on Customer Feedback

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Information about Voice of the Customer: *Listening, Acting, and Closing the Loop on...
Business & Mgmt

Published on March 13, 2014

Author: mkendall1

Source: slideshare.net

Description

Presented at the international Customer Management Institute Conference in New Orleans.

©2011 International Customer Management Institute. All Rights Reserved.

delight Voice of the Customer Listening, Acting, and Closing the Loop on Customer Feedback Mike Kendall Customer Experience Leader Vidya Dinamani Director of Product Development

Today’s Session… Outline: •  About us •  About our VOC approach •  What’s important? •  How are we doing? •  Priorities for improvement This will be a great session if: You gain useful insights for using VOC to drive delightful experiences. About Us About Our Approach

About Us

Help small businesses be 20% more profitable… Customers revenues ~20% of U.S. GDP, pay 1 in 12 American workers Help people get the maximum tax refund… $33B in tax refunds, 1 out of every 3 tax returns e-filed Help families put up to $1,000 back in their pockets… $550M in consumer savings identified to date Help accountants be 20% more productive today… Serve half of all accounting firms Improving Lives 50M Improve FI profit per customer by 20%… IB customers equal to the 5th largest U.S. bank ~ Proven formula: lots of delighted customers… About Us

Proven formula: talented & engaged employees Most Admired: Software Industry Fortune Top 100 Places to Work

Today’s Focus… About Us Plano, TX Mountain View, CA San Diego, CA Tucson, AZ Fredericksburg, VA Bangalore, India Accounting Professionals Division (APD) Tax & accounting solutions that help accountants save time and grow their practice. San Diego, CA Tucson, AZ Bangalore, India Consumer Group (CG) Easiest Way to a Maximum Refund

Creating and Delivering Great Experiences High  Performing  /     High  Commitment     Organiza3on   About Us

VOC Design Principles About Us Do no harm Listen to what’s most important Define ownership Analyze quickly Prioritize continuously Drive end to end solutions Close the loop with detractors “Gaming” is unacceptable

No Gaming… It’s Not about the Score A Major Hotel Chain A Major Hotel Chain A National Discount Retailer

About Our Approach

12 Loyalty Economics % Customers Renewing 17%points Detractors Promoters Average # of Recommendations 6X Lifetime Customer Revenue 250% What’s Important? About Our Approach

13 Loyalty Drivers Driver 3 Driver 1 LoyaltyDriver 4 Driver 2 Driver 2 Driver 2 Driver 1 Driver 4 Driver 1 Renew Recommend Driver 8 Rep. Knowledge Driver 7 Driver 5 Driver 6 Driver 3 Tier 1 Tier 2 Tier 3 What’s Important? About Our Approach

Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr NPS ~20% pt. improvement What’s Important? About Our Approach 2009 2010 2011

Impact of Detractor Call Backs Didn't contact Voicemail or email Spoke with %CustomersRenewed ~ 9-10 pt higher renewal % for detractors we spoke with What’s Important? About Our Approach

Winning Hearts Customers Employees “Intuit is a big company and it really makes me scratch my head that you even called me. I think I will give Lacerte another shot for one more year just because you called. It makes me think that Intuit actually does care.” “He was absolutely, unequivocally excellent… I was literally blown away by his customer service. Amazing. A definite 10 all around.” •  Hearing the applause •  Customer empathy •  Delight Mindset What’s Important? About Our Approach

17 Measuring the Experience How are we doing? About Our Approach RecommendUseBuyTryShop Drivers of Loyalty Key Moments of Truth

18 Moments of Truth How are we doing? About Our Approach Resolution Speed Resolution Quality Caring % First Contact Resolutions T2B Satisfaction Wait Time RecommendUseBuyTryShop Getting Questions Answered

19 How are we doing? About Our Approach What experience measures do you have? (Drivers of Loyalty? Moments of Truth?) PromoteUseBuyTryShop Drivers of Loyalty Key Moments of Truth What drives loyalty for your customers? Driver 3 Driver 1 LoyaltyDriver 4 Driver 2 Driver 2 Driver 2 Driver 1 Driver 4 Driver 1 Renew Recommend Driv er 8 Rep. Knowledge Driv er 7 Driver 5 Driver 6 Driver 3 Tier 1 Tier 2 Tier 3

APD Listening System Yellow Red Green Yellow Number/ValueofCustomers Many/ High Few/ Low Level of Pain SevereMild Moderate Some/ Moderate Listening System Pain Categories Relationship / Pulse / MOT Surveys Assistance & Escalation Contact Drivers Transaction Surveys Closed Loop / Call Backs Social / Communication Frontline / Self-Help / Service Loyalty Drivers Severity & Impact How are we doing? About Our Approach Product Feedback Customer Interaction (D4D, Etc.) Driver 3 Driver 1 LoyaltyDriver 4 Driver 2 Driver 2 Driver 2 Driver 1 Driver 4 Driver 1 Renew Recommend Driv er 8 Rep. Knowledge Driv er 7 Driver 5 Driver 6 Driver 3

CG Listening System Yellow Red Green Yellow Number/ValueofCustomers Many/ High Few/ Low Level of Pain SevereMild Moderate Some/ Moderate Listening System Pain Categories Shop/Try/Use/Buy Categories Severity & Impact How are we doing? About Our Approach Social Live Community NPS Verbatims Live Contacts 12 PromoteUseBuyTryShop Drivers of Loyalty Key Moments of Truth

22 Prioritizing Improvements Priorities for Improvement About Our Approach Customer Experience Reviews Listen Meetings 1 & 3 Year Planning Customer Experience Improvement Plans Functional Group Priorities Continuous Improvement Pulse Analyses Strategic Tactical

23 Listen Meetings Priorities for Improvement About Our Approach DOL 1 DOL 2 DOL 3 Listening Post 1 Listening Post 2 Listening Post 3 Customer Experience Reviews Listen Meetings 1 & 3 Year Planning Customer Experience Improvement Plans Functional Group Priorities Continuous Improvement Pulse Analyses

24 E2E Customer Experience Reviews Priorities for Improvement About Our Approach Design the customer experience Execute the customer experience Improve the customer experience Customer Experience Reviews Listen Meetings 1 & 3 Year Planning Customer Experience Improvement Plans Functional Group Priorities Continuous Improvement Pulse Analyses Product Development Product Management Sales Marketing Service & Support Customer Experience Research

25 Priorities for Improvement About Our Approach

Going beyond customer expectations in delivering ease and benefit, evoking positive emotion throughout the customer journey… Design for Delight

Recapping… High  Performing  /   High  Commitment   Organization •  What’s important? •  How are we doing? •  Priorities for improvement VOC Principles… •  Do no harm •  Hear what’s most important •  Define ownership •  Analyze quickly •  Prioritize continuously •  Drive end-end solutions •  Close the loop with detractors •  “Gaming” is unacceptable

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