2.7 Ed Lennox– Feefo
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2009 Information Innovation Conference
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2.7 Ed Lennox– Feefo
- 1. International Information Innovation Conference 2009 Day 2 1st October 2009 Steffen Schlimmer – NetBiscuits.com
- 2. Ed Lennox– Feefo “ Setting the Right KPI’s for each Channel to drive Loyalty & Efficiency”
- 3. Setting Relevant KPIs Ed Lennox
- 4. — About Ed Lennox an illusion Ask United Airlines — Call Centre KPI Analysis — Online KPI Analysis — Summary Forewarned is Forearmed
- 5. — To help drive improvement in the performance of the Business….. — But…. Other factors are: — To prove how my rules are working — To keep processes “efficient” — To massage the ego of Management What are KPIs for?
- 6. — Do Customers know what my KPIs are? — Do they care? — Would they notice non-compliance? — To what extent do the KPIs affect Customer perception? Vital SWOT
- 8. Traditional KPI Analysis Sheet
- 9. Traditional KPI Analysis Sheet
- 10. — Avoid patronising people — Cliché time:KISS Traditional KPI Analysis Sheet
- 11. — The system… — The Managers — The Staff — All of the above — A sense of ownership is key. Who does the measuring/ reporting?
- 13. — The Standards are in the scale. Not the question. Be Absolute about it
- 14. — The instructions need to be intuitive. — Not overkill. Be Absolute about it
- 15. Online KPIs
- 16. — Extra Route (low cost) to Market — Few if any Staff — Not a platform for dialogue — Window on the world — A niche user base History of Online
- 17. — Bandwidth for simultaneous users — UAT/ Navigation — Page load speed on 56K modem — Functionality — Visual appeal All KPIs : One off
- 19. So, what makes a good KPI in the web 2.0 world?
- 20. — Make it easier an illusion Ask United Airlines — Acknowledge that you can’t hide the truth — Respond & open the dialogue — Prove that you do “live the brand” & value customers Opinions – Formed & Shared with Ease
- 21. Here’s what Living The Brand looks like
- 22. Here’s what Living The Brand looks like
- 23. Here’s what Living The Brand looks like
- 24. — Customer Satisfaction — Average order value/ Average Lifetime value — Customer base growth — Order/ visit frequency — Response rates to mailings KPI Summary
- 26. Thank You! [email_address] Twitter: @Feefo_Ed
Notas do Editor
- Setting the Right KPIs for each Channel in your business to drive loyalty and efficiency
- Harding & Yorke – Customer Empathy Audit Grass Roots Group Plc – Integrated Audit/ Incentive/ Training NTL Inc – Re define internal service standards, call centre performance measures, Coaching disciplines: Unfinished! BSkyB – Develop the above except better funded. Raised customer Sat by 60% in pilot with 400 staff. AHT 20% improved Feefo – Bringing offline service values into the online world. So, that means I know a little about KPI’s that may be unconventional but which work. If you do the same as every other business, you’ll get similar results. Beauty of this approach is you define KPI’s that are BRAND Aligned & therefore unique to your business
- So often, people set KPI’s for the wrong reasons. This is not an input focused exercise. Usually a good idea to remember the cliche “what gets measured gets done”. Be careful what you measure: BT Example of the AHT target. Be careful how your managers react to what they are being measured on. The output MUST be business improvement – but for THE CONSUMER, and the STAFF member. If the staff member isn’t engaged, they won’t have a spring in their stride at work. Miserable workers make for miserable customers. Please don’t measure – as a KPI at any rate – the compliance with business rules just for the sake of it I do understand the “process measurement” mantra, but it’s got 2 dangers which you must be aware of: You expect a process to be complied with 100% of the time, or at least a very high percentage. I did some work at Barclays call centre in Coventry many years ago – and all the KPI’s in the call centre were displayed at 90% or more. How can you motivate anyone to improve when they are already scoring almost “full marks”? Make sure that you ask the question of all KPI’s: Is this truly a valid measure of the service we deliver to customers and would they know about this measurement? Secondary question is: Is this a management massage figure (MMF) or a KPI?
- Think about this: How often have you ever heard the following company endorsement? You must call ABC – terrible attitude but their processes are brilliant I was just about to switch my bank account but the way they answered the phone was just so good that I changed my mind I do love calling my insurer – the way they identify me with the DPA compliance is so friendly.
- Imagine saying the same thing 100 times a day or more Recorded salutations don’t work – you still have to start at the same point in a conversation the same number of times! 3 rings and being asked to “hang on” while the CSA clears down a previous call is no good (this can be a corollary of pressure on After Call Work time too!) – Surely 5 rings and someone ready to help is preferable AHT low but 3 calls to resolve is far worse than a 20% longer AHT. Beware figures that flatter to deceive! Process Compliance. I know of very few customers who are impressed with processes and I know of very few CSA’s who feel good about them either. There are many myths around about how to handle things like DPA. The key is that all the ingredients must be there, but the method surely needs to be flexible. My fear is that by trying to make measurement easy, we make the experience (on occasion) terrible. KPI’s sole role in terms of sharing them with the wider staff must be to motivate them. Unmotivated people will not produce high scores! High scores on a consistent basis are not motivating. KPIs need to be reviewed for effectiveness at least once a quarter.
- Coaching is the key to improvement. Coaching only works when the session is collaborative & evidence based Coaching won’t work when it is seen as one sided and subjective. How can I coach when I don’t know the perspective of the coachee.. (sorry, awful word) If we measure the same criteria with the same evidence, we have a chance of starting a session based upon what we can agree Essential requirement is call recording, so that all discussions can be evidence based. Track over time, the loyalty of a returning customer (average lifetime value?) Now that is a real commercial KPI but will only be a factor of better “operational” KPIs
- Explain the absolute scale
- Explain the absolute scale
- Setting the Right KPIs for each Channel in your business to drive loyalty and efficiency Online used to be a one way window on the world. I hardly need say that this view has long since gone, but in KPI terms, online has a lot to learn and catch up. All KPIs are functional, but a lot of the impressions / loyalty generation of a site depends on – as you expect – human reactions to the offering.
- Loyalty is built on ENGAGEMENT Engagement is built on dialogue and the sharing of opinions – again an expression I don’t enjoy – but Web 2.0. It’s all about communication, reputation and effectively Social Media
- Lots of one off assessments and whilst Broadband is universally available in cities and via mobile, you do need to be sure that you don’t alienate users. I have 5mb Braodband and still find sites that take too long to build. Attention spans online are short and getting shorter
- People still buy “people” – or at least human personality so far as it can be extended online Original thoughts (and fears) were that the internet would de-personalise everything and turn everything into a “commodity” by virtue of being fastest, simplest to order or cheapest and that human factors were dead. We’d all live in isolsation . Some people like online assistance when browsing – plenty don’t and it’s labour intensive Online merchandising is getting better, personalised CRM suggestions are getting better – Amazon prove that (who spends much much more than they want to there!?) Blogs are a worry for many businesses (and I think a largely unforeseen way for customers to gain the upper hand). The problem with blogs is that anyone (competitors included) can use them as a weapon against you – or join in when a genuine customer starts a campaign More than blogs, remember the United Airlines campaign on YouTube. Your KPI’s need to be designed to put your customers – that is the genuine ones – in charge of your reputation. In the online world, one of the KEY performance indicators has to be that of your data – its integrity and volume
- Setting the Right KPIs for each Channel in your business to drive loyalty and efficiency A recent study by the Interactive Media Retail Group revealed that website features that are likely to keep customers satisfied involve provision of advice and reassurance about purchases. This includes recommendations and customer reviews.
- Invite everyone to comment after every transaction. You may say that I would say this! Of course I would, but you are very welcome to take these remarks with a suitable pinch of salt. I hope you can see the logic in the argument. And you can of course do this without the independent brand Feefo on your site. My main message is to do it. (I think we can do it cheaper and more effectively) DO NOT turn it into a survey. Many surveys are rubbish. They ask leading questions that matter to the business – and you can have few ideas as to what weighting these leading questions have in the mind of the consumer.. NO – don’t even think of using this nugget to add an extra quyestion to clarify the questions in your survey!! Embrace and respond to the negatives out there. It’s better that you ask your genuine customers for feedback and make a virtue of it. That way, if anyone does start a blog against you, you can counter with evidence (a good KPI! – Evidence)
- Loyalty is built on ENGAGEMENT Engagement is built on dialogue and the sharing of opinions – again an expression I don’t enjoy – but Web 2.0. It’s all about communication, reputation and effectively Social Media
- Loyalty is built on ENGAGEMENT Engagement is built on dialogue and the sharing of opinions – again an expression I don’t enjoy – but Web 2.0. It’s all about communication, reputation and effectively Social Media
- Loyalty is built on ENGAGEMENT Engagement is built on dialogue and the sharing of opinions – again an expression I don’t enjoy – but Web 2.0. It’s all about communication, reputation and effectively Social Media
- Setting the Right KPIs for each Channel in your business to drive loyalty and efficiency