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Customer Experience Transformation: Customer Care

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This Slideshare presentation is a partial preview of the full business document. To view and download the full document, please go here:
http://flevy.com/browse/flevypro/customer-experience-transformation-customer-care-3241

DOCUMENT DESCRIPTION
Designing an excellent Customer Journey is critical to a Customer Experience Transformation. Our company must undertake an end-to-end redesigning of our Customer Journey to transform Customer Care experience. Customer Experience Transformation has taken an omnichannel approach with each unit in our organization contributing to a seamless Customer Service.

In developing the Customer Journey, Customer Care plays a critical part. In this presentation, we discuss the various barriers, challenges, and benefits of excellence in Customer Care.

We also have several slides breaking down an illustrative, 5-step Customer Journey. In this journey, we depict the path our customer takes from initial interest to conversion. It specifies the customer interaction and functional ownership at each step.

Each insight and understanding derived from Customer Journeys should be translated into new ways of improving Customer Experience. There are 3 insight areas in adapting operations to enhance Customer Service:

1. Overcome organizational barriers
2. Understand each touch point with context
3. Identify universal pain points and develop solutions

Other topics discussed include Customer Satisfaction Pyramid Model, Six Hallmarks of a Customer Service Transformation, Customer Experience Performance, and among others.

This deck also includes slide templates for you to use in your own business presentations.

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Customer Experience Transformation: Customer Care

  1. 1. This is an exclusive document to the FlevyPro community - http://flevy.com/pro Framework Primer Customer Experience Transformation: Customer Care Presentation created by CUSTOMER JOURNEYS Define a clear customer-experience aspiration, value proposition, and common purpose Develop a deep understanding of what matters to customers to inform journey redesign Use behavioral psychology to manage customer expectations Innovate journeys, including digital and design thinking Use customer journeys to empower the front line Define journey metrics and the governance system to continuously improve the journey and inform its redesign 1 2 3 4 5 6
  2. 2. 2This document is an exclusive document available to FlevyPro members - http://flevy.com/pro Contents Overview Customer Care Customer Journey Insight Areas from Customer Care Templates The content on this page has been partially hidden. FlevyPro members can download the full document here: http://flevy.com/browse/flevypro/customer-experience-transformation-customer-care-3241
  3. 3. 3This document is an exclusive document available to FlevyPro members - http://flevy.com/pro At the heart of Customer Experience Transformation is designing an excellent Customer Journey with a focus on Customer Care Presentation Overview Customer Experience Transformation has taken an omnichannel approach with each unit in our organization contributing to a seamless Customer Service. Designing an excellent Customer Journey is critical to a Customer Experience Transformation. Our company must undertake an end-to-end redesigning of our Customer Journey to transform Customer Care experience. In developing the Customer Journey, Customer Care plays a critical part. In this presentation, we discuss the various barriers, challenges, and benefits of excellence in Customer Care. We also have several slides breaking down an illustrative, 5-step Customer Journey. In this journey, we depict the path our customer takes from initial interest to conversion. It specifies the customer interaction and functional ownership at each step. Each insight and understanding derived from Customer Journeys should be translated into new ways of improving Customer Experience. There are 3 insight areas in adapting operations to enhance Customer Service: Other topics discussed include Customer Satisfaction Pyramid Model, Six Hallmarks of a Customer Service Transformation, Customer Experience Performance, and among others. This deck also includes slide templates for you to use in your own business presentations. 1 Overcome organizational barriers 2 Understand each touch point with context 3 Identify universal pain points and develop solutions The content on this page has been partially hidden. FlevyPro members can download the full document here: http://flevy.com/browse/flevypro/customer-experience-transformation-customer-care-3241
  4. 4. 4This document is an exclusive document available to FlevyPro members - http://flevy.com/pro A successful Customer Experience Transformation requires a strategic customer-centric mind set Customer Experience (CX) Transformation – Overview A well designed Customer Journey increases our company’s potential to gain an unprecedented view of the customer. Customer Satisfaction is the key indicator in gauging success. Achieving excellent Customer Satisfaction requires a transformation of the entire Customer Experience. End result is excellent Customer Satisfaction with reduced operating costs. Our company must also look at Customer Care’s vital role in Customer Journey. Customer Care can help define journeys, identify pain points, and spur collaboration across functions. Effectively, a well designed Customer Journey can direct our company’s focus of energy and resources on areas that have the greatest impact on customer experience. Designing an excellent Customer Journey is critical to a Customer Experience Transformation. Our company must undertake an end-to-end redesigning of our Customer Journey to transform Customer Care experience. The design must have a comprehensive view of the entire touch points and how they strategically fit together. The content on this page has been partially hidden. FlevyPro members can download the full document here: http://flevy.com/browse/flevypro/customer-experience-transformation-customer-care-3241
  5. 5. 5This document is an exclusive document available to FlevyPro members - http://flevy.com/pro Contents Overview Customer Care Customer Journey Insight Areas from Customer Care Templates The content on this page has been partially hidden. FlevyPro members can download the full document here: http://flevy.com/browse/flevypro/customer-experience-transformation-customer-care-3241
  6. 6. 6This document is an exclusive document available to FlevyPro members - http://flevy.com/pro Customer Care has evolved with the changing business dynamics CX Transformation – Customer Care Overview An effective Customer Care can hear the “voice of the customer”, monitor trends, and identify pain points, improvement levers, and success factors. Customer Care plays an essential and natural role in mapping the Customer Journey. The changing business dynamics have pushed Customer Care to evolve into its new roles. In the process of evolving, Customer Care is faced with limiting barriers that can stall its effective transformation. CHALLENGEBARRIER Customer Care began as the call center responsible for just one touch point and largely transactional. 1 Customer Care is still perceived as executional rather than strategic, focused primarily on handling low- value questions. 2 Obstacles to information sharing and collaboration has muted Customer Care’s influence on shaping Customer Experience Strategies. Increased demand on Customer Care to become a major contributor to Customer Satisfaction across a broad range of customer channels. Increased number of functional units within our company is now engaged with customers. Customer Care should be closely involved in designing Customer Journeys.3 Customer Care must manage all touch points into an integrated approach of bundling responsibilities of different channels to make it more vibrant and robust. The content on this page has been partially hidden. FlevyPro members can download the full document here: http://flevy.com/browse/flevypro/customer-experience-transformation-customer-care-3241
  7. 7. 7This document is an exclusive document available to FlevyPro members - http://flevy.com/pro Customer Care must focus on segments defined by different Customer Journey CX Transformation – Benefit Areas from Customer Care Customer transformation is advanced when Customer Care levels up to its responsibilities. Customer Care assumes responsibility for all service-relevant processes. Significantly, Customer Care must manage the end-to-end customer experience of service journeys. In effect, Customer Care gets to advance customer transformation in more ways than one. Ownership of Customer Journeys Catalyze CX Performance Improvement Execution of CX Improvement Measures 1 2 3 Customer Care is a natural owner of many service-focused Customer Journey. It controls a significant number of touch points across primary channels. It is in a unique position to inform the strategy of other functions such as sales, marketing and product development. When issues arise, Customer Care takes action in improving customer experience either for one specific journey or across common touch points in all journeys. Customer Care can assemble a detailed picture of the overall experience through the customer’s eyes. Identification of different touch points and channels in a given journey can now be effectively carried by Customer Care. The content on this page has been partially hidden. FlevyPro members can download the full document here: http://flevy.com/browse/flevypro/customer-experience-transformation-customer-care-3241
  8. 8. 8This document is an exclusive document available to FlevyPro members - http://flevy.com/pro Contents Overview Customer Care Customer Journey Insight Areas from Customer Care Templates The content on this page has been partially hidden. FlevyPro members can download the full document here: http://flevy.com/browse/flevypro/customer-experience-transformation-customer-care-3241
  9. 9. 9This document is an exclusive document available to FlevyPro members - http://flevy.com/pro With an omnichannel approach, our customers can expect a seamless service journey and experience Customer Journey – “I Join” Journey Example Having a greater insight into common Customer Journey builds our company’s ability to provide effective Customer Service. The complexity of Customer Journeys highlights the need for cross-functional collaboration. The “I join” sample journey depicts the path our customer takes from initial interest to conversion. It specifies the customer interaction and functional ownership at each step. Source: The Role of Customer Care in a Customer Experience Transformation, McKinsey, 2018 The “I join” sample journey supports achievement of effective Customer Journey essentials. It ensures that each function has visibility into the handoffs in a Customer Journey. It ensures that internal processes are aligned with each channel. “I inform myself” “I declare my interest and ask for information” “I fill in my contract (and need help)” “I receive my contract confirmation and supporting material” “I log in to the portal” Typical steps in an “I join” Journey (when signing a contract) Marketing Mail Home page, FAQs Portal Social media Email Fax App Branch office Tele- phone Video confer- ence Chat Text message Sales agent Channel Potential to use channel in an Omni-channel setup Most commonly used channels for task The content on this page has been partially hidden. FlevyPro members can download the full document here: http://flevy.com/browse/flevypro/customer-experience-transformation-customer-care-3241
  10. 10. 10This document is an exclusive document available to FlevyPro members - http://flevy.com/pro The 5 steps in the “I Join” Customer Journey kick off the beginning of a Customer Experience Transformation Customer Journey – “I Join” Journey Example (Continued) The 5 steps of the “I Join” Customer Journey leads towards an effective Customer Service. The “I join” sample journey takes on 5 purposive steps to achieve an integrated Customer Care transformation. This is the initial contact by a customer to learn more about a company’s products and services “I inform myself.” 1 Marketing and Sales Responsible Unit At this point, Customer Care discovers sales opportunities as part of Customer Service. “I declare my interest and ask for information” 2 Sales Unit (Branch Office) The contact center fields the requests consisting of administrative issues in the on boarding process. Customer Care can be a partner in filling in the gaps in the online journey by addressing any questions or problems that may occur. “I fill in my contact (and need help).” 3 Contact center in collaboration with Customer Care Customer contact is triggered by sales-specific, back office process, such as auto pay details. “I receive my contract information.” 4 Contact Center Customers become an active participant in the online portal. Being part of the product or service, our company can maximize opportunities that may arise. “I log in to the portal.” 5 Customer Care The content on this page has been partially hidden. FlevyPro members can download the full document here: http://flevy.com/browse/flevypro/customer-experience-transformation-customer-care-3241
  11. 11. 11This document is an exclusive document available to FlevyPro members - http://flevy.com/pro Continuous improvement becomes our company’s value proposition when the 6 hallmarks of Customer Service Transformation are instilled Customer Journey – Six Hallmarks of a Customer Service Transformation Regular governance and assessments of Customer Care with key performance indicators ensures continuous recalibration of the value proposition. Mapping the Customer Journey is at the heart of a Customer Experience Transformation. But maintaining an excellent customer experience across channels requires a common approach. There are 6 hallmarks that make up a sequential process of continual improvement and refinement. Source: The Role of Customer Care in a Customer Experience Transformation, McKinsey, 2018 Our company can deliver a distinctive customer experience when we have clear value proposition and an intimate understanding of our Customer Journeys and mindsets. Behavioral psychology is incorporated to shape interactions with customers. With innovative Customer Journeys, Customer Care strategies are tailored to specific touch points and empower agents with digital tools and performance management. Customer journeys Define a clear customer-experience aspiration, value proposition, and common purpose Develop a deep understanding of what matters to customers to inform journey redesign Use behavioral psychology to manage customer expectations Innovate journeys, including digital and design thinking Use customer journeys to empower the front line Define journey metrics and the governance system to continuously improve the journey and inform its redesign 1 2 3 4 5 6 The content on this page has been partially hidden. FlevyPro members can download the full document here: http://flevy.com/browse/flevypro/customer-experience-transformation-customer-care-3241
  12. 12. 12This document is an exclusive document available to FlevyPro members - http://flevy.com/pro When Customer Satisfaction is high, expect performance goals to be achieved Customer Journey – Customer Satisfaction Pyramid Model (Example) A higher recommendation rate is achieved when our efforts are aligned with our overall goals. The entire Customer Journey is getting digitized, including the use of digital channels and self-service tools. Volumes of data are being used by our company to link our Customer Journey to our overall strategy and growth performance. The Customer Satisfaction Pyramid Model is a Customer Journey conceptual framework that connects Customer Satisfaction to business outcomes. Clearly linked to business “I join” Increase in recommendation rate Increased overall CSAT by 3% Increased service CSAT by 10% Increased “I move” CSAT by 15% Increased call center CSAT by 17% Improve call-center speed Example of improvement service level Business outcomes Recommendation rate Top-line customer experience metrics Driver Journey experience Touch-point level Service levels Service “I join” “I move” “I pay” Call center website Meter reader Speed Employee feedback Our contact centers must understand how operational factors such as speed and first-call resolution translate into Customer Satisfaction. This way, our contact centers can focus our energy and resources on areas that have the greatest impact on the customer experience. Source: The Role of Customer Care in a Customer Experience Transformation, McKinsey, 2018 The content on this page has been partially hidden. FlevyPro members can download the full document here: http://flevy.com/browse/flevypro/customer-experience-transformation-customer-care-3241
  13. 13. 13This document is an exclusive document available to FlevyPro members - http://flevy.com/pro Contents Overview Customer Care Customer Journey Insight Areas from Customer Care Templates The content on this page has been partially hidden. FlevyPro members can download the full document here: http://flevy.com/browse/flevypro/customer-experience-transformation-customer-care-3241
  14. 14. 14This document is an exclusive document available to FlevyPro members - http://flevy.com/pro Insights from Customer Journey are effective tools in directing Customer Experience Transformation CX Transformation – Insight Areas from Customer Care Insights from across organizations in our company can stitch interactions into a cohesive, granular picture of customer segments. Customer Care’s ownership of customer touch points is a vital part of understanding and mapping Customer Journeys. Each insight and understanding derived from Customer Journeys must be translated into new ways of improving Customer Experience. There are 3 insight areas in adapting operations to enhance Customer Service. Achieving Customer Experience Transformation requires top-strategy but its success ultimately hinges on the outcome of millions of individual touch points. Overcome organizational barriers Identify universal pain points and develop solutions Understand each touch point with context 1 2 3 The content on this page has been partially hidden. FlevyPro members can download the full document here: http://flevy.com/browse/flevypro/customer-experience-transformation-customer-care-3241
  15. 15. 15This document is an exclusive document available to FlevyPro members - http://flevy.com/pro Having a deep sense of insight areas can intensify our strategic involvement in Customer Experience Transformation Insight Areas from Customer Care – Details Greater Customer Experience Transformation is achieved when improvements are applied across different journeys. The 3 insight areas are our company’s guiding principles for an effective Customer Experience Transformation. Overcome organizational barriers Identify universal pain points and develop solutions Assembling a detailed and accurate picture of each Customer Journey is necessary. Putting together all collective knowledge of our leaders from different functions is crucial. Understand each touch point within context Determining the next steps requires an awareness of the context-not just the process. Acknowledging our customer’s history can improve the experience along the whole journey. The “I join” approach identifies pain points within a specific journey. 1 2 3 This collaboration can uncover touch points that can naturally be handled by Customer Care organizations. Our company must understand the emotions and mindset of customers in each of the touch points where contact is taking place. Our company must optimize workforce management to improve all touch points in certain channels. The content on this page has been partially hidden. FlevyPro members can download the full document here: http://flevy.com/browse/flevypro/customer-experience-transformation-customer-care-3241
  16. 16. 16This document is an exclusive document available to FlevyPro members - http://flevy.com/pro Contents Overview Customer Care Customer Journey Insight Areas from Customer Care Templates The content on this page has been partially hidden. FlevyPro members can download the full document here: http://flevy.com/browse/flevypro/customer-experience-transformation-customer-care-3241
  17. 17. 17This document is an exclusive document available to FlevyPro members - http://flevy.com/pro Insert headline Customer Care Benefit Areas – TEMPLATE Insert bumper. Ownership of Customer Journeys Ownership of Customer Journeys Catalyze CX Performance Improvement Catalyze CX Performance Improvement Execution of CX Improvement Measures Execution of CX Improvement Measures 1 2 3 • Insert filler text, filler text, filler text, filler text, filler text. • Insert filler text, filler text, filler text, filler text, filler text. • Insert filler text, filler text, filler text, filler text, filler text. • Insert filler text, filler text, filler text, filler text, filler text. • Insert filler text, filler text, filler text, filler text, filler text. • Insert filler text, filler text, filler text, filler text, filler text. • Insert filler text, filler text, filler text, filler text, filler text. • Insert filler text, filler text, filler text, filler text, filler text. • Insert filler text, filler text, filler text, filler text, filler text. • Insert filler text, filler text, filler text, filler text, filler text. • Insert filler text, filler text, filler text, filler text, filler text. • Insert filler text, filler text, filler text, filler text, filler text. Source: The Role of Customer Care in a Customer Experience Transformation, McKinsey, 2018 The content on this page has been partially hidden. FlevyPro members can download the full document here: http://flevy.com/browse/flevypro/customer-experience-transformation-customer-care-3241
  18. 18. 18This document is an exclusive document available to FlevyPro members - http://flevy.com/pro Insert headline Customer Care Insight Areas – TEMPLATE Insert bumper. Overcome Organizational Barriers Overcome Organizational Barriers Identify Universal Pain Points and Develop Solutions Identify Universal Pain Points and Develop Solutions Understand Each Touch Point with Content Understand Each Touch Point with Content 1 2 3 • Insert filler text, filler text, filler text, filler text, filler text. • Insert filler text, filler text, filler text, filler text, filler text. • Insert filler text, filler text, filler text, filler text, filler text. • Insert filler text, filler text, filler text, filler text, filler text. • Insert filler text, filler text, filler text, filler text, filler text. • Insert filler text, filler text, filler text, filler text, filler text. • Insert filler text, filler text, filler text, filler text, filler text. • Insert filler text, filler text, filler text, filler text, filler text. • Insert filler text, filler text, filler text, filler text, filler text. • Insert filler text, filler text, filler text, filler text, filler text. • Insert filler text, filler text, filler text, filler text, filler text. • Insert filler text, filler text, filler text, filler text, filler text. Source: The Role of Customer Care in a Customer Experience Transformation, McKinsey, 2018 The content on this page has been partially hidden. FlevyPro members can download the full document here: http://flevy.com/browse/flevypro/customer-experience-transformation-customer-care-3241
  19. 19. 19This document is an exclusive document available to FlevyPro members - http://flevy.com/pro Insert headline Six Hallmarks of a Customer Service Transformation – TEMPLATE Insert bumper. Source: The Role of Customer Care in a Customer Experience Transformation, McKinsey, 2018 Define a clear customer-experience aspiration, value proposition, and common purpose Develop a deep understanding of what matters to customers to inform journey redesign Use behavioral psychology to manage customer expectations Innovate journeys, including digital and design thinking Use customer journeys to empower the front line Define journey metrics and the governance system to continuously improve the journey and inform its redesign Customer Journeys 1 2 3 4 5 6 The content on this page has been partially hidden. FlevyPro members can download the full document here: http://flevy.com/browse/flevypro/customer-experience-transformation-customer-care-3241
  20. 20. 20This document is an exclusive document available to FlevyPro members - http://flevy.com/pro Insert headline Customer Satisfaction Pyramid Model (Example) – TEMPLATE Insert bumper. CLEARLY LINKED TO BUSINESS “I JOIN” Increase in recommendation rate Increased overall CSAT by 3% Increased service CSAT by 10% Increased “I move” CSAT by 15% Increased call center CSAT by 17% Improve call-center speed EXAMPLE OF IMPROVEMENT SERVICE LEVEL Business outcomes Recommendation rate Top-line customer experience metrics Driver Journey experience Touch-point level Service levels Service “I join” “I move” “I pay” Call center website Meter reader Speed Employee feedback Source: The Role of Customer Care in a Customer Experience Transformation, McKinsey, 2018 The content on this page has been partially hidden. FlevyPro members can download the full document here: http://flevy.com/browse/flevypro/customer-experience-transformation-customer-care-3241
  21. 21. 21This document is an exclusive document available to FlevyPro members - http://flevy.com/pro This presentation was created by LearnPPT. We are a team of management consultants trained by top tier global consulting firms with a collective experience of several decades. Our documents consist of business templates, business frameworks & methodologies, and PowerPoint templates. View our available presentations on Flevy here: https://flevy.com/author/LearnPPT The content on this page has been partially hidden. FlevyPro members can download the full document here: http://flevy.com/browse/flevypro/customer-experience-transformation-customer-care-3241
  22. 22. 22This document is an exclusive document available to FlevyPro members - http://flevy.com/pro Flevy (www.flevy.com) is the marketplace for premium documents. These documents can range from Business Frameworks to Financial Models to PowerPoint Templates. Flevy was founded under the principle that companies waste a lot of time and money recreating the same foundational business documents. Our vision is for Flevy to become a comprehensive knowledge base of business documents. All organizations, from startups to large enterprises, can use Flevy— whether it's to jumpstart projects, to find reference or comparison materials, or just to learn. Contact Us Please contact us with any questions you may have about our company. • General Inquiries support@flevy.com • Media/PR press@flevy.com • Billing billing@flevy.com The content on this page has been partially hidden. FlevyPro members can download the full document here: http://flevy.com/browse/flevypro/customer-experience-transformation-customer-care-3241
  23. 23. 1 Flevy (www.flevy.com) is the marketplace for premium documents. These documents can range from Business Frameworks to Financial Models to PowerPoint Templates. Flevy was founded under the principle that companies waste a lot of time and money recreating the same foundational business documents. Our vision is for Flevy to become a comprehensive knowledge base of business documents. All organizations, from startups to large enterprises, can use Flevy— whether it's to jumpstart projects, to find reference or comparison materials, or just to learn. Contact Us Please contact us with any questions you may have about our company. • General Inquiries support@flevy.com • Media/PR press@flevy.com • Billing billing@flevy.com

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