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Belinda Dimovski Director Customer Experience, Weight Watchers

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11:40am - 12:10pm The Brave New World of Adaptability and Customer Driven Disruption www.chiefcustomerofficersydney.com www.chiefcustomerofficermelbourne.com

Publicada em: Marketing
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Belinda Dimovski Director Customer Experience, Weight Watchers

  1. 1. Chief Customer Officer Forum Sydney 28-29 Nov Belinda Dimovski Director Customer Experience ANZ
  2. 2. 2 Group Coaching 1:1 Coaching Online Coaching Licenced Food Fresh Food WW App WW @ Work
  3. 3. 3 WW Brand in 2010 Food Food plan, based on Weight Watchers Points system (every food has a points value that helps consumers stick to their individual daily points targets) Healthy eating guidelines Exercise Points Activity system to complement the Points Food system Formula that calculates the points value for various activities Points earned through activity can be swapped for additional food Behavioural changes Self-monitoring (Weight Watchers Points tracker) Regular weigh-ins at Weight Watchers meetings Cognitive skills (techniques that help make long-term positive changes) Supportive atmosphere Weekly Weight Watchers meetings Online forums Tips and advice as well as group support to help achieve weight loss goals and make positive lifestyle changes
  4. 4. 4 The Considerations: • At any point in time, 74% of the female population is actively trying to lose weight • A woman will start dieting at least 49 times over the course of a lifetime • In 2007 Weight Watchers was 1 of every 7 attempts with a small set of competitors • In 2013 Weight Watchers was 1 of 13 attempts with an explosion of competitors mostly free apps Customer Experience Journey
  5. 5. 5 Customer Experience Journey
  6. 6. 6 Customer Experience Journey
  7. 7. 7 Customer Experience Journey
  8. 8. 8 Customer Experience Journey
  9. 9. 1. IN MEETING TECHNOLOGY • No more paper 2. REDEFINE SERVICES • Online Coaching versus Group or 1:1 Coaching 3. VOICE OF CUSTOMER PROGRAM • Develop a NPS and CSI score across all consumer touch points 4. VISITOR EXPERIENCE • The WW experience to be more consistent across all consumer contact channels 5. PERSONALISATION • We will be able to collect, maintain and retrieve information specific to each member 6. ON LINE USER EXPERIENCE • Our coaching team will be better skilled to support members in the use of our on-line offering and digital tools. 7. EMPLOYEE EXPERIENCE • Align employee and customer experience outcomes Customer Experience Projects 9
  10. 10. US DSS Reports ANZ Subscriber Payment Subscriptions Credit Card Default Login Report Data is 2 days old Recieved 12.30am POINTPAL Emeet New Emeet Attendance Emeet Achievement eMeet Product Sales Data is 1 day old Received 12.30am WWAUDB01 Transformed daily into; AU_UNLIMITED_UNSUBSCRIBE.txt ETOOLS_UNSUBSCRIBE.txt ONLINE_UNSUBSCRIBE.txt AU_UNLIMITED.txt ONLINE.txt ETOOLS.txt SFTP email Exact Target Member File Contact File Marketing Pref File Attendance File Leader File Location File Online Chat Credit Default DOTCOM File Shop Vouchers Data is 3 days old Morning Transfer 10.00am SCRIBE 66 x Import Interfaces SCRIBE Export Interfaces MEMBERSHIP CONTACTS MARKETING PREF ATTENDANCE LOCATION LEADER SFTP Membership Process SCVID Process DATAMART Microsoft CRM Dynamics 2015 LEADS MCS AU/NZ Location AU/NZ Leaders Data is 1 day old exported Daily ESHOP AU_Orders NZ Orders Data is 7 day old Sent Weekly WWAUDB01 Transformed weekly into; AU_ORDERS AU_ORDER DETAILS NZ ORDERS NZ ORDER DETAILS WWAUDB01 Transformed daily into; AU LOCATION AU LEADER NZ LEADER AU LEADER SFTP SFTP SFTP SFTP Data Import Daily/Weekly/Adhoc 35 Files – 6 Sources Data Export Daily/Weekly/Adhoc 10 Files – 3 Targets DOTCOM COLES Points file LinkDeLink File Data is 1 week old weekly Transfer SFTP ORDERS PROGRAMS US EPSILON Flybuys Master Opt Out Ezine Opt Out Promo Opt out Data is 2 days old Recieved 12.30am SFTP EXACT TARGET Sent Open Click Bounce Unsubscribe Data is 1 day old FEATURES CREDIT_CARD MILESTONE_HISTORY SF_SENT SF_OPEN SF_BOUNCE SF_UNSUBSCRIBE SF_CLICK SFTP 10 Consumer Insights – Data Flows
  11. 11. 11 Personalisation
  12. 12. Email Pop-upon WW home page for state based offer FacebookAds In-meeting POS Integrated Online Experience Social Assets
  13. 13. Email to member who attended their meeting and lost weight compared to their prior meeting attendance weight. Email displays a dashboard with current weight and weight lost. Email to Group Coaching member who attended their meeting and did not lose weight. Email has a “Stay Strong” message. Email to Group Coaching member who has not attended two meetings in a row, encouraging them to attend their local meeting. 13 Member Engagement
  14. 14. Voice Of Customer 14 Once a member interacts with us; in meeting, online, via the shop, through the call centre or to cancel, they are added onto the potential survey list. We ensure members are surveyed only once in any 12 week period and we have developed a dashboard collating results at Coach, area and channel levels. NPS is a KPI for Coaches and forms part of their goals Hot alerts are handled by Directors and SMT
  15. 15. Voice of Customer 15 JANUARY FEBRUARY MARCH APRIL MAY JUNE JULY AUGUST SEPT 2016 Meetings 59.1 58.1 64.0 66.3 68.4 72.4 67.1 73.9 67.2 2016 Online 10.0 10.0 2.9 38.1 29.9 33.1 37.9 31.9 33.7 0 10 20 30 40 50 60 70 80 SCORE NPS OVERVIEW – GROUP & ONLINE CSI INDEX
  16. 16. • WW collects email and marketing consent at the time of chat Prospect engages in Online Chat on the Visitor website • To those who have not signed up to a plan • Email is tailored by whether the member is Returning/Never Automated email is sent to prospect two weeks post chat • Will look to test other aspects of message in future (i.e. subject lines, timing of launch, reminders) Test, learn and improve 16 Visitor Click to Chat
  17. 17. 17 Customer Contact Centre Current Challenge • Members experience long wait times mainly during peak times and promotions • High call cost of having a member ‘on hold’ • Inability to support team members remotely Technology Solution • Cloud based system – completely scalable • Team members resourced internally and externally (Coaches) • More efficient call handling and no wait times • Single contact resolution, view all member interactions- phone, chat, email, social
  18. 18. 18 We evaluate and Report on all tests Example only:
  19. 19. 19 Employee Engagement
  20. 20. 20 What Next? – Emotional Engagement Knowing what you know about that customer, where they have come from, their motivation and where they are heading all play a key part in providing the right support to re-engage and re-motivate them.
  21. 21. Chief Customer Officer Forum Sydney 28-29 Nov Belinda Dimovski Director Customer Experience ANZ

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