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Listening to your Customer Leveraging Telephone Interactions to Improve your Online Experience Agenda The Customer Experience Frontier In Action: CheapTickets Resources for Further Research Q&A The Customer Experience Frontier

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Presentation Transcript
listening to your customer

Listening to your Customer

Leveraging Telephone Interactions to Improve your Online Experience

agenda
Agenda
  • The Customer Experience Frontier
  • In Action: CheapTickets
  • Resources for Further Research
  • Q&A
the customer experience frontier
The Customer Experience Frontier

“ The customer experience is the next competitive battleground”

- Jerry Gregoire, CIO, Dell Computers

“ It has always seemed to me that your brand is formed primarily, not by what your company says about itself, but what the company does”

- Jeff Bezos, CEO, Amazon.com

Managing the Customer Experience, Smith/Wheeler

beyond marketing and customer care

Traditional Approach

Marketing Silo

GOAL: Improve Marketing Efficiencies

Collect data re: campaign performance

Evaluate performance of placements and creative

Implemented by marketing managers

Beyond Marketing and Customer Care

Customer Care Silo

GOAL: Improve Contact CenterOperations

Collect data re: specific contact center experience

Evaluate performance of the agent and script

Implemented by contact center managers

...and so on...

New Approach

Cross Functional: Mktg, Product, Customer Care, Technology

GOAL: Improve Entire Business

Collect data re: broad customer experience

Evaluate performance of company and its products/ services

Implemented by business unit and functional area managers

the customer experience evolution is underway
The Customer Experience Evolution Is Underway

Individual Performance Metrics

Corporate Performance Metrics

Process Efficiency

Process Effectiveness

Cost Driver

Value Creator

Change Customer Perception

Leverage Customer Perception

Technology-driven Process

Process Driven Technology

Push Knowledge To

Pull Knowledge From

customers provide business performance feedback
Customers Provide Business Performance Feedback

Telephone Interactions

Customer Experience

Drivers

CORE BUSINESS OPERATION

CONTACT CENTER

“It’s broken…”

Product Development

“He sold me the wrong item…”

Manufacturing & Supply

“My bill is wrong…”

Marketing & Sales

“Why don’t you have…?”

Billing

“My itinerary is incorrect…”

Technology Operations

“Where is my order?”

Client Communication

“Parts are missing…”

“I don’t understand the instructions…”

“Does this have an attachment?”

a chain reaction of quantified business benefits
A Chain Reaction of Quantified Business Benefits

Catalysts: Customer-driven and Fact-based

in action cheaptickets
In Action: CheapTickets

2002

2003

Limited Profit Gain Despite Lowering Call Handle Time

goals
Goals
  • Cut Call Center Support Costs
    • This created urgency to get the ball rolling
  • Increase Online Conversion
    • Natural extension from identifying site errors that were generating calls, formerly seen only as a new product development focus
  • Create Differentiation by Increasing Satisfaction
    • Opportunity in travel, given the fact that the industry has not been very customer focused
challenges
Challenges
  • Silos
    • Pinpointing what we needed to know and getting that information to someone who could use it
  • Chicken Little
    • Having reliable data to quantify issues and enable effective decision-making
  • Boiling the Ocean
    • Finding “quick wins” that could generate results before trying to tackle everything
results top calls insights
Results: Top Calls/Insights
  • Confirming flights within 24 hours
  • Forgot username and password
  • Changing reservations
  • Web site errors
results reviewing customer touchpoints confirming flights within 24 hours
Results: Reviewing Customer Touchpoints - Confirming Flights within 24 Hours

FindProduct

ReceiveConfirmation

Re-confirm

Reservation

Book

@

Convey Product

SendConfirmation

QuoteRe-confirm

Book

68%

Itinerary Service Volume

@

@ Link

Updated E-mail Touchpoint

Link the e-mail confirmation to an on-line reservation confirmation. Allow the customer to self-confirm.

Help Escalation on Site

If the customer still has questions, employ netSageTM to make an attempt at confirming the reservation details.

$1 Millionin Quarterly Savings

Customer

Historic

Channel

Cendant

Changed

results removing unnecessary barriers guest purchase
Results: Removing Unnecessary Barriers - Guest Purchase

Enter Member Info

Begin New Membership

Book

Reservation

Request Member #

Sign-up Member

Book

Issue: Customers Drop Off or Call

Process Solution: Change the order of the process. Don’t make membership a requirement to purchase

≈3X Growth

Non-Member Bookings

Convey Products

Request Member #

Book

Shop Site

Customer

Historic

Channel

Convey Products

Cendant

Changed

results enabling self service changing reservations
Results: Enabling Self Service - Changing Reservations

Decide to Change

Don’t Make Change

Book

Confirm

Convey Change Fees

Book

Confirm

Decide to Change

Initiate Change

Book

Confirm

85% Change Flight Volume

Cust.

Changed

Channel

Convey Change Fees

Re-book & Acquire Fee

Book

Confirm

Cendant

Customer

Historic

Channel

Cendant

resources for further research
Resources for Further Research
  • CRM Magazine - http://www.destinationcrm.com
  • Managing the Customer Experience -http://www.managingthecustomerexperience.com/
  • Email/questions - webmaster@aleecekoss.com