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CLIENT EXPERIENCE MANAGEMENT
Customer Excellence
through
(CEM)
Definition
What is CEM?
• CRM methods, processes and technology reduced service and operationcosts. OK for companies, not necessarily for customers
Customers expect increasingly more from the companies they do business with
Loyalty is driven primarily by company’s interactions with its customers
•
•
Client Experience Management
“The process of strategically managing a customer’s entire experience
with a product or company”
Client Experience Management
At the end, the goal of CustomerExperience Management is to movecustomers from satisfied to loyal.
Logical Architecture Overview
• "Customer relationship management (CRM) is a model for managing a company’s interactions with current and future customers. It involves using technology to organize, automate, and synchronize sales, marketing, customer service, and technical support."
Whereas• “Client experience management (CEM) is the
collection of processes a company uses to track, oversee and organize every interaction between a customer and the organization throughout the customer life cycle.”
CEM vs CRM
While CRM strategies and solutions aredesigned to focus on product, price andenterprise process, with minimal focuson customer need and desire, CEM takesinto account also customer expectations and the value of customer’s perceived sentiment.
CEM is a strategy that focuses theoperations and processes of a businessaround the needs of the individualcustomer, involving strategy, integration oftechnology, orchestrating business models and brand management.
“CRM comes after the experience and CEM works hard on anticipating it.”
Blueprint of CEM solutions
COLLECT DATA FROM CFS, FRONT LINE FEEDBACK, VOC & INTERNAL/EXTERNAL AUDITS
MANIPULATE AND CORRELATE INFORMATION
PROVIDE REPORTING AND ANALISYS CAPABILITIES
A possible architectural approach….
Approach to CEM
• Switch the focus from a ‘products&services’ view both to management andanalysis of all the aspects involved into the customer interaction
• Collect real-time customer centric transactional data from many availableand relevant network data sources
• Build a consistent set of Customer Experience Indicators (CEIs)/ MOT’s and make them available in order to integrate common KPIs information
• Provide a wide desktop view of the collected data at different aggregationdegrees, from single customer to market segment
• Prevent the loss of information about customer related issues through a highly effective and efficient IT Team
Links in the Service – Profit Chain
External Service Value
External Service Value
Employee Retention
Employee Retention
Employee Productivity
Employee Productivity
ProfitsProfits
Revenue Growth
Revenue Growth
Customer Satisfaction
Customer Satisfaction Customer LoyaltyCustomer LoyaltyEmployee
Satisfaction
Employee Satisfaction
Internal Service Quality
Internal Service Quality
Operating strategy and service delivery systems
Organisational context: Culture, Leadership, Teamwork
Service concept
Business results
Service designed and delivered to meet targeted customer
needs
Retention Loyalty Advocacy
Performance Equations helps organisations develop capability to deliver service excellence
Customer Experience: It Takes More than Good Customer Service
If you take all the different aspects of a commoditised world then everything is pretty similar:
similar products,
similar people,
similar technology &
similar pricing.
The differences are in the brand, the perception and the feel of a company, all of which are delivered through the customer experience.
It’s the customer experience that differentiates a company
How to Add Value?
Design measurable approaches to attitudinal and behavioural change that:
Align behaviour and skills with the brand values and customer experience promise you to communicate to your market
Address the attitudes and motivation that shape behaviour Equip your employees to deliver the experience you know your target
customers value
Develop your leaders to support employees in delivering on your brand values and customer experience promise – including tools to sustain the change
Positively impact customer loyalty where employee behaviour is most critical
Measure the incremental changes that define success
Keys to Service Excellence through Client Experience Management
Service Excellence
Engagement
Service Excellence
Engagement
• Identify important retention factors
• Apply tactics to increase retention and commitment
• Establish customer experience Vision & Strategy
• Launch leadership and management education & development programme
• Launch employee engagement programme
• Gather data on customer experience• Use CFS to identify, organise and
communicate expectations• Identify and map emotional touch points
• Teach and model service and Service Recovery skills
• Provide reinforcing and developmental feedback
• Conduct coaching conversations to build ownership and judgment
Keys to Service Excellence through Client Experience Management
Service Excellence
Engagement
Service Excellence
Engagement
Our Solution: The People and the Steps
Frontline Employees
Frontline Managers
Mid-level Managers
Executive Team
1. Measure 2. Engage 3. Mobilise 4. Sustain
The People
The Steps
Thanks