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www.icd-partnership.co.ukwww.icd-partnership.co.uk
Intelligent CustomerDevelopment:
Introductory Presentation Nov 2010
www.icd-partnership.co.uk
Who are we?
• Leading Customer Experience Management Consultancy practice• Specialist learning and development provider in customer
management: sales, marketing, process & quality, research and customer service
• ICD INSIGHT Research and Measurement (methodologies and programmes)
What do we do?
Improve the relationships our
Clients have with their customers.
www.icd-partnership.co.uk
Help you put your customers’ needs first and achieve mutually profitable and sustainable relationships
What do we do?
www.icd-partnership.co.uk
Meet the Directors
Russell Liz
www.icd-partnership.co.uk
Our Vision …
We inspire and enable Clients to put their customers’ needs first through mutually profitable and sustainable relationships.
We support Clients to create a customer centric organisation with business relationships, processes, products and services that really deliver value.
www.icd-partnership.co.uk
We help our Clients to..
• Identify and understand customer value• Manage and meet customer expectations• Create a ‘customer centric culture’ supported with the
right learning and development • Measure and improve the customer experience
Why is this important?
Customer Satisfaction is the key to Retention
and
Retention is the key to Profitability!
www.icd-partnership.co.uk
Focus on Customer Value
Strategy
Economic
Behaviour
Operation Customer Value
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ICD insight: Summary offering
• Data Management and Analysis
• Research and measurement (methodology and collection)
• Interpretation and analysis (‘so what’)
• Dynamic Reporting
• Action Planning and project design
www.icd-partnership.co.uk
Our partner - ServiceTick in action on the Web…
www.icd-partnership.co.uk
Tools and Methods • Key Client Reviews (relationship assessment)• Customer Partnering Process (Partnership Management:
Design and Maintenance) • Customer Experience Design Methodology (changes
processes to experiences)• Customer Value Index (Measurement framework to
determine what drives value, CRI, CSI etc)• ICD Behavioural Model (specifies the customer behaviours)• Customer Centricity Assessment (baseline the customer
awareness and knowledge)• Marketing effectiveness Audit (Assesses the business’s
current contact strategy in developing good customer management)
www.icd-partnership.co.uk
Partnering Stages Model
Formation Management and Governance
Performance PurposeIncrease EffectivenessImprove Efficiency
PartnersCriteriaProcess
ProgramsRelational SellingRetention MarketingCo-op agreementsStrategic Partnerships
Role Specification
Communication
Common Bonds
Planning Process
Process Alignment
Employee Motivation
Monitoring Process
Relationship PerformanceFinancialMarketingStrategicOperationalGeneral
EvolutionEnhancementTermination
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Training: Tools and materials
• ADAPT programme (account development)• Coaching proposition in Customer Managment• General Portfolio of training programmes• Customer Centricity Audit• Customer Behavioural Model • Previous workshops and materials (Customer
Experience Design, Retention, Advanced Comms etc)
• Previous case studies and testimonials
www.icd-partnership.co.uk
A reference point!!
Professor Tzokas: 'I have worked closely alongside theDirectors at the ICD Partnership and would endorse theirconsulting approach to the development of customermanagement and customer focus strategies. Theirconsulting tools are sound, and are based on goodresearch and principles, enabling them to createpragmatic and appropriate solutions for their clients.There are few companies in the UK with such skills andapplications and I would gladly commend them to anypotential buyer'
www.icd-partnership.co.uk
Some satisfied Clients …• AEGON EB: (construction of Customer Sat Index)• SGN (construction of CSI) • Audit Scotland (Research programme B:C) • Abbey National (Field ops/key client review)• Prudential: (Partnership assessment/Key Client Reviews) • Scotia Gas Network (Customer service staff development)• Scotia Gas Network (Customer Sat Index)• National Blood Service (Field operations Development)• SQA (Business dev and customer services assessment)• Standard Life (Communications and campaigns, Driving up responses)• Scottish Widows (Campaigns - building the ‘black box’)• AEGON (Training and development of marketing staff)• Capability Scotland (Business Dev/Support staff)• SEPA (Customer Focus Programme)
www.icd-partnership.co.uk
Some of our clients…..
• Standard Life• Royal Bank Group• AEGON• SFHA• Capability Scotland• Menzies Distribution• EDC• Scottish Water• Dunfermline Bldg Soc• Oran Group• Scottish Society of Autism• National Blood Service• Prudential
• Hilton Ed• Scottish Widows• Iicorr• Apex Hotels• Gleneagles• Awards UK• BUPA• Clydesdale Bank• Edrington Group• Grahams Dairies• Macdonald Hotels• Business Stream• SGN
www.icd-partnership.co.uk
Customer Experience
DEFINE CUSTOMERS/STAKEHOLDERS
DETAIL HIGHLEVEL PROCESS
COMPONENTS
IDENTIFYSTAKEHOLDERSREQUIREMENTS
DEFINECOMPONENTSOF CUSTOMEREXPERIENCE
MODEL "IDEAL"CUSTOMER
EXPERIENCE
COMPLETEDETAILEDPROCESS
DEFINITION
ATTRIBUTECOMPONENTSOF CUSTOMER
EXPERIENCE TOPROCESS STEPS
DEFINE HOWCOMPONENT OFEXPERIENCE IS
TO BE DELIVERED
VALIDATION OFCUSTOMER EXPERIENCE
DESIGN ANDQUANTIFICATION OF
VALUE
TARGETCUSTOMER
EXPERIENCECOMPONENTS
BUSINESSIMPLEMENTATION
PLAN
DELIVERING THE CUSTOMER EXPERIENCE
DEFINEDETAILED
PROCESS STEPS
Step 1 Step 2 Step 4Step 3
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Owning change
www.icd-partnership.co.uk
Worst Best CSI ImpactCumul. Effect
Rank General Specific 1 1.5 2 2.5 3 3.5 4 %
Overall + § 14.51 Pricing Speed of issuing quote + § 10.6 24.82 Renewal Agreement Speed issue of renewal accounts + § 10.0 32.83 Underwriting Speed of decision + § 6.6 39.44 Rate Review Speed issue renewal quotation + § 6.1 45.55 Renewals Accuracy of Scheme of accounts + § 6.1 51.26 Renewals Info on progress + § 4.2 55.47 General Statements Ease of getting thru’ 1st time + § 4.1 59.58 Renewals Timely notification + § 3.4 62.99 Quotation accepted Speed of issuing initial account after
receipt of scheme data+ §
3.2 65.710 Underwriting Clarity of terms + § 2.7 68.411 Complaints process Speed of dealing with & resolving formal
complaints+ §
2.0 70.812 Renewals Clarity & format of invoices &
statements+ §
1.9 72.713 General Statements Helpfulness & efficiency of admin staff + § 1.8 74.514 Complaints process Clarity of complaints process + § 1.8 76.315 Pricing Efficiency in requesting any additional
information for provision of quote+ §
1.7 78.016 Claims Keeping you informed of progress + § 1.6 79.617 Underwriting Amount of underwriting required + §
18 Claims Ongoing Claims Management + §
Where do we concentrate our effort?
www.icd-partnership.co.uk
National Regional Aldershot Ashford DundeeCoatbridgeBicester Dunfermline EdinburghCustomer Experience Scores & Rankings
Quality of Customer Service Centre Staff 8.0 5 8.0 4 8.2 6 7.7 8.0 7.8 8.4 7.9 8.7 8.4 7.2Quality of Staff who undertake the work 8.2 2 8.1 2 8.4 2 8.2 8.1 7.7 8.4 8.3 9.2 8.8 7.3Quality of work undertaken 8.2 3 8.1 2 8.4 2 8.1 7.9 7.8 8.6 8.2 8.8 8.5 7.3Tidiness of property after the job is completed 8.0 4 7.9 5 8.3 5 7.7 7.8 7.4 8.6 7.4 8.7 8.3 7.5Dealing with Enquiries effectively 7.6 8 7.4 8 7.9 7 7.4 7.7 7.3 8.1 7.6 8.2 7.8 6.4Timely communication around all services provided 7.4 10 7.2 11 7.8 8 7.1 7.5 6.8 7.9 7.2 8.2 8.0 6.0Speed of response to emergency call out service 8.7 1 8.5 1 8.9 1 8.7 8.7 8.3 8.5 8.0 8.8 9.0 8.1Efficiency of issuing quotes for connections/disconnections 7.8 7 7.9 5 7.8 8 7.6 7.7 7.2 8.0 8.3 7.6 8.3 7.8Speed of undertaking connections & disconnections 7.5 9 7.4 8 7.8 8 7.4 7.3 7.7 7.8 7.4 7.4 7.5 7.4Efficiency of of repairs & replacements to gas mains 7.9 6 7.7 7 8.4 2 7.6 7.9 7.0 8.0 8.0 8.8 8.4 6.6Reasonable timescale for repairs/replacements to gas mains 7.4 11 7.3 10 7.8 8 7.1 7.1 6.7 7.6 7.5 7.9 7.5 6.8
www.icd-partnership.co.uk
How To Improve Satisfaction by 70%
(Guests)Index 1 1.2 1.4 1.6 1.8 2 2.2 2.4 2.6 2.8 3 3.2 3.4 3.6 3.8 4
2.1610%
Q17 Quality of external appearance& surroundings
+ $
1.7617%
Q21 Helpfulness & friendliness ofstaff
+ $
1.68 22%
Q8 Size and layout of bedrooms + $
2.830%
Q14 Food and drinks in room + $
1.5635%
Q7 Knowledge & helpfulness of staffin orienting me on arrival
+ $
2.643%
Q26 Follow up contact and communication + $
1.9248%
Q19Cleanliness & tidiness of publicareas
+ $
1.5653%
Q13 Bathroom condition andToiletries range
+ $
1.3258%
Q15 Food and drinks around thehotel
+ $
1.1261%
Q11 Quality and range of in roomFacilities
+ $
1.5666%
Q18 Comfort and style of furnishingsin public areas
+ $
1.3669%
Q5 Speed of check-in and registration + $
1.272%
Q23 Accuracy of billing + $
www.icd-partnership.co.uk
How To Improve Booker Satisfaction by 80%
Index 1 1.2 1.4 1.6 1.8 2 2.2 2.4 2.6 2.8 3 3.2 3.4 3.6 3.8 43.12210%
Q11 Speed of registration + $
3.75519%
Q12 Efficiency of registrationprocess
+ $
2.85727%
Q10 Friendliness of welcome + $
3.28635%
Q14 Size of function/meeting room + $
2.81642%
Q20 Ease of communication withhotel staff supporting event
+ $
2.34748%
Q9 Attention to detail, professionalism& helpfulness of events planning staff
+ $
2.42956%
Q7 Anticipation of requirements &Special requests
+ $
2.34762%
Q13 Knowledge & helpfulness of C&Estaff to orientate
+ $
2.55168%
Q25 Quality check & feedback + $
1.87872%
Q4 Accuracy of contracts and terms + $
1.53175%
Q19 Quality & efficiency of cateringArrangements
+ $
1.46978%
Q2 Knowledge & attitude ofreservations/events staff
+ $
1.34781%
Q8 Checking ahead for final changes& alterations to bookings
+ $
1.429 Q26 Advanced planning & continuousimprovement
+ $
1.102 Q22 Quality of external appearance& surroundings
+ $
www.icd-partnership.co.uk
Reporting Example
www.icd-partnership.co.uk
www.icd-partnership.co.uk
ICD Behavioural Model ©
CustomerFocus
ResourceManagement
ManagingRelationships
Information
Analysis
Solutions
MutualAgreement
Money
TimePeople
Tools &Facilities
Process
Managing
Environment
Interaction
Pro-actively meeting and exceeding customer expectations
Leads the team to focus on the customer
Sets standards withinown area of control
Demonstrates a long-termperspective to the customer
Helpful in day to daycustomer contact
Responsive to customer needs
Demonstrates flexibility and adaptability throughout the
relationship management cycle
Seeks out information with the customer
Creates the climate with t he customer to enable the flow of information
Effectively analyses the information gathered
Ensures solutions areeffective
Plans how to deliver the solution(s)
Agrees the solution with the customer
Manages others in the customer relationship process
Manages time effectively
Appreciates financial constraints
Effectively utilises toolsand facilities available
www.icd-partnership.co.uk
PA’s/Reception Staff/Inbound service admin Customer Relationship Behaviours
CustomerFocus
ResourceManagement
ManagingRelationships
Information
Analysis
Solutions
MutualAgreement
Money
TimePeople
Tools &Facilities
Process
Managing
Environment
Interaction
Pro-actively meeting and exceeding customer expectations
Helpful in day to daycustomer contact
Responsive to customer needs
Seeks out information with the customer
Creates the climate with the customer to enable the flow of information
Manages others in the customer relationship process
Manages time effectively
Effectively utilises toolsand facilities available
www.icd-partnership.co.uk
BDM/HOS/SM principle roles Customer Relationship Behaviours
CustomerFocus
ResourceManagement
ManagingRelationships
Information
Analysis
Solutions
MutualAgreement
Money
TimePeople
Tools &Facilities
Process
Managing
Environment
Interaction
Pro-actively meeting and exceeding customer expectations
Leads the team to focus on the customer
Sets standards withinown area of control
Demonstrates a long-termperspective to the customer
Helpful in day to daycustomer contact
Responsive to customer needs
Demonstrates flexibility and adaptability throughout the
relationship management cycle
Seeks out information with the customer
Creates the climate with the customer to enable the flow of information
Effectively analyses the information gathered
Ensures solutions areeffectivePlans how to deliver the solution(s)
Agrees the solution with the customer
Manages others in the customer relationship process
Manages time effectively
Appreciates financial constraints
Effectively utilises toolsand facilities available
Champions the customer within the organisation
Maintains an ongoing relationship with the customer
Influences others to achieve customer relationship goals
www.icd-partnership.co.uk
Working with you
www.icd-partnership.co.uk
www.icd-partnership.co.uk
The project plan!!
www.icd-partnership.co.uk
We believe in ….
• Working with our Clients to achieve successful, workable business solutions
• Understanding the context in which our Clients operate
• Optimising Client investment in time and resources
• Ensuring that everything we deliver is pragmatic, realistic and sustainable.
www.icd-partnership.co.uk
Our commitment to you …
• We don’t just fulfil contracts, we form lasting relationships.
• We have proven methods, are knowledgeable and passionate about customer relationships.
• We will speak for your customers and lead you to pragmatic solutions for optimising the value you can create from them.
Most importantly ….
• We will never recommend a solution that we do not believe to be sustainable.
www.icd-partnership.co.uk
And what they say ….• "I have been on so many training courses and workshops but I can
honestly say that this was the best ……. you had obviously taken the time to understand our business context and how you incorporated it in the training and examples used.“
Katherine Howell, NBS
• “I think the support we got was exactly what we were looking for, without being overbearing. In particular, the support we received for the workshops was excellent and the workshops were a great success because of it.”
Malcolm Reed, Scottish Equitable
• “It was great to see that first thing on Monday morning there was a distinct change in the individuals’ approach and also greatly improved handling of enquiries. The impact of this initiative was immediate!”
Customer Services Manager, SGN
www.icd-partnership.co.uk
And more..….
“.. The ICD approach has created an internal team of change agents... a way of ensuring we can easily transfer the findings into operational priorities and personal objectives.”
Simon Bailey, AEGON UK
“ ..access to an experienced team with capabilities across the spectrum of research techniques... It’s like having research experts as an extension of my own marketing team.”
Sheryl Glennie, Scottish Water
“.. very professional, asked the right questions - we actually felt this research was meaningful”
IFA customer respondent
www.icdinsight.co.uk
www.icd-partnership.co.uk
How can we help you?