Bringing CX into the C-Suite By Lyn Trewenack, BBB Advisory AGENDA - - PowerPoint PPT Presentation

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Bringing CX into the C-Suite By Lyn Trewenack, BBB Advisory AGENDA - - PowerPoint PPT Presentation

Oct 30, 2023 206 likes •371 views

Bringing CX into the C-Suite By Lyn Trewenack, BBB Advisory AGENDA CX and business success The hidden cumulative customer experience Tell me, show me, help me, to experience what the customer does Case Studies: Keeping your

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Bringing CX into the C-Suite

By Lyn Trewenack, BBB Advisory

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  • CX and business success
  • The hidden cumulative customer experience
  • Tell me, show me, help me, to experience what the

customer does Case Studies:

  • Keeping your fingers on the CX pulse
  • Calculating the ROI of significant CX investments

AGENDA

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AGENDA

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Competitive differentiator A bad CX can make or break your business Staff engagement – look after staff

Your CX impacts your business success

CX & revenue, stock performance, profit, market share & share of wallet

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The hidden cumulative CX

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Tell me, show me, help me...

Manage by metrics, know the drivers Create a balanced, real time CX view Rely on a CX Enquiry Diagnostic for fact-based decision making

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CX metric overload

  • Employee absenteeism
  • Emp satisfaction
  • Emp voluntarily work outside formal

hours

  • Speed of answer
  • Accuracy of pricing
  • End to end txn times
  • # support requests
  • Product review ratings
  • First call resolution rates
  • # product/service upgrades
  • Cart abandonment rate
  • Loyalty program enrolled
  • Use of multiple channels
  • Purchase frequency
  • Customer attrition
  • Net promotor score
  • Customer referrals
  • Trust rating
  • Price sensitivity
  • Job understanding
  • Glassdoor score
  • Relationship with manager
  • Career opportunities
  • Escalation rates
  • Customer data quality
  • Complaints %
  • Mean time to failure
  • Service satisfaction score
  • Call abandonment rate
  • Mystery shopper scores
  • Process satisfaction
  • Av customer tenure
  • Product usage
  • Loyalty program participation
  • Renewal rate
  • Brand perception
  • # brand advocates
  • Reputation rating
  • Perception of work conditions
  • Relationship with colleagues
  • Recognition by org
  • Shipping defect rates
  • Process adherence
  • Network uptime
  • Breaches
  • Complaint resolution time
  • Customer effort score
  • Incident rate
  • Product satisfaction
  • # repeat orders
  • Customers likely to defect
  • Adoption of new products
  • Deactivation rate
  • Website usability benchmark
  • Sentiment score
  • Social network participation
  • Brand value
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  • The #1 driver of CX is Ease
  • The #1 driver of CSat is Resolution

CX key metrics and drivers

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Employee engagement Quality

  • perations

Customer satisfaction Loyalty/ retention

5 CX key metric areas

Advocacy

ESat ASA/GoS/SL + End to end txn times CSat CES FCR Roll in/out; /tenure NPS

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CX key indicators, drivers & levers

KPI/metric Drivers Customer Effort Score (CES)

  • proxy for overall CX

#1 Ease CSat (with interaction) #1 Resolution NPS (recommend)

  • Similar to Overall CSat

Ease Speed of response (ASA/SL/GoS) Resolution Loyalty/retention Difficulty to exit Poorly handled event

Was it easy to resolve? Was he satisfied with the interactions? Would he recommend United?? Did he fly again with United?

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KPI, drivers & levers case study: NPS, ASA and CSat

Please contact Phil Prosser of Feedbackasap for CX research information : Phil@feedbackasap.com or 0402 533 333 Or Lyn Trewenack at BBB Advisory to discuss CX metric interdependencies, KPIs, drivers, levers and benchmarks lyn.trewenack@bbbadvisory.com.au or 0408 889 209

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Case Studies: A balanced, real time view

“I was so confused and didn’t know what to do. Julie patiently explained it to me and helped me out” “So why did <Consultant> email me the form if I can’t print it?” “It’s too hard to make a claim. I’m over it. What’s the point – it’s so hard to make a claim”

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Case Study: Shining a light on the ‘black hole’

  • Design a managed, controlled, sustainable, balanced program, across the

whole Fund

  • Conduct and share a CX enquiry diagnostic, engage stakeholders in it
  • Share member feedback – in their words – tickers?
  • Bring the people to life (photos, names, compliments, member stories)
  • Curate the performance with meaningful insight of what your audience are

impacting

  • Get sponsor buy-in to share customer and contact stories (admin, advice,

claims)

  • Listen to customers – often, and make sure your team do too, share it
  • Tailor data and stories directly related to the stakeholder group
  • Use existing fit for purpose channels & events
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31% 17% 17% 17% 9% 9%

Previous Contacts (Front Counter)

A CX Enquiry Diagnostic provides in-depth insights and ROI base data

Contact reason candidate for elimination % of Calls Did you receive my fax/email? 7.7% Where is my $ (within 5 days of email sent)? 5.4% How much am I paying/account balance? 4.0% Is anything else needed apart from what I sent? 5.8% Contact reason candidate for automation Change SP amounts 10.0% How do I make a claim? 9.7% Login issue online – user ID 5.3% Add/change personal details 3.7%

200 400 600 800 1000 All

  • calls

Calls placed

  • n

hold

seconds

Call time

Av hold ACW ATT AHT

11% 11% 7% 6% 5% 5% 5% 4% 4% 4% 4% 3% 3% 0% 2% 4% 6% 8% 10% 12% Top 13 Contact Reasons equate to 70%
  • f
Contacts

Contact Lyn Trewenack at BBB Advisory to explore how a CX Enquiry Diagnostic can add insights to your CX lyn.trewenack@bbbadvisory.com.au or 0408 889 209

11% 21% 63% 5%

42.9%

  • f

customers started as Confused, this was reduced to just 4.8% at conclusion

  • f

call

Confused Happy Neutral Upset

29% 12% 12% 9% 8% 8% 6% 7% 5% 4%

Top 10 Call Drivers

Online Registration Issues Access My Super - Retire/Payments Balance of Account Roll In/Out - Want to Transfer Access My Super - What ID/Forms? Access My Super - How/When Will I Receive Funds Balance - Account Rundown Contributions - Tax Deduction Access My Super - Medical/Urgent Assisstance
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  • 1. CX does impact business success
  • 2. Ensure visibility of all CX interactions
  • 3. CX KPIs – CES, CSat & NPS
  • 4. Keep your fingers on drivers and levers of CX
  • 5. Listen to live customer interactions - regularly
  • 6. Rely on a Cx Enquiry Diagnostic to inform ROI and CX

improvements

For more information, don’t hesitate to contact lyn.trewenack@bbbadvisory.com.au tel: 0408 889 209

6 KEY POINTS

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Thank You

By Lyn Trewenack, BBB Advisory lyn.trewenack@bbbadvisory.com.au