Siegel+Gale's Executive Director of Simplification Irene Etzkorn presented "Best Practices in Improving Customer Experience by Focusing on Overlooked Touchpoints." In this session, attendees learned how simplifying the interaction between customer and company can improve the customer experience.
Call Girls Jp Nagar Just Call 👗 7737669865 👗 Top Class Call Girl Service Bang...
Best Practices in Improving Customer Experience by Focusing on Overlooked Touchpoints
1. Improving Customer Experience by
Focusing on Overlooked Touchpoints
Irene Etzkorn, Executive Director, Simplification / September 12, 2012
All rights reserved 2012.
2. Why are things so complicated?
• Companies speak to themselves
• Mergers and acquisitions create duplication
• The mystique of Systems and Legal
• Adherence to old processes; slow
conversion to new technology
• Lack of expertise in plain language writing,
information design and information architecture
All rights reserved 2012.
3. The stranglehold of legalese
Using the word “not” three times and “included” twice in one
sentence creates a brain twister.
All rights reserved 2012.
7. “The busier life gets, the more value there is in
simplicity as a point of competitive differentiation.”
“It’s good for American society, not just good
business sense. Simplicity and clarity make us
more productive.”
Arkadi Kuhlmann
Chairman, President and CEO of ING Direct USA
All rights reserved 2012.
8. “Philips is touching the core
of people through simplicity.”
Andrea Ragnetti,
former Corporate Marketing Officer, Philips
All rights reserved 2012.
9. It’s the blend of art and science
that simplicity requires which
touches people viscerally.
All rights reserved 2012.
10. Unheralded touchpoints
Bills
Disclosure
Applications
Policies
Proposals
Correspon-
dence
Interfaces
Statements
Deeply Branded Customer Experience
All rights reserved 2012.
11. The elements of simplification
Brand Information
strategy
architecture
Plain Simplified Information
language
Experiences
design
Technology
Customization
All rights reserved 2012.
12. Pioneers in simplified customer experience
1975
Citibank
Chubb
IBM
Discover
AT&T
Cleveland Clinic
IRS
2012
Edward Jones
Sony PSP
Genworth
Centers for Medicare Quest
American Express
United
and Medicaid Services
MileagePlus
All rights reserved 2012.
13. Siegel+Gale’s SimplicityLab™
A proprietary evaluation methodology
and index for measuring the effectiveness
of brand strategy and design based on our
core philosophy of simplicity.
All rights reserved 2012.
17. Insurance Score—inconsistent explanation
across multiple channels (Before)
Call Center
Web
Printed
Communications
“In evaluating insurance policies, “Our model does not consider “In fact, certain credit report
our method of considering all of information such as income or information has proved an effective
these factors together, as a whole, net worth because we are not predictor of insurance losses. It also
ensures that no single negative assessing our customers’ credit- allows insurance companies to keep
item will necessarily prevent a worthiness.”
costs competitive by making it
customer from qualifying for a
possible for customers who are less
lower premium.”
likely to experience losses to pay
less for their insurance.”
All rights reserved 2012.
18. Insurance Score—clarifying a key concept across
multiple channels (After)
Call Center
Web
Printed Communications
“Allstate uses a number of factors to How do we determine your rates?
How we determine your premium
calculate insurance rates. The factors, To determine your premium we would In [State, Company] uses a secure computer program to pull information from
taken together, allow us to apply consider such factors as:
your credit history and produce an insurance score. Your insurance score is just
one component used in determining your auto tier. As the diagram show, Allstate
rates based on the likelihood that a • What type of car you drive: How old
considers your auto tier along with other information, such as [driving record/
loss may occur—similar to the way a is it? What safety features does it location of home/etc] to determine your premium group.
health questionnaire helps a life have?
insurance company predict losses and • Who drives the car: What is the age,
set rates. Over the years, we have driving record and gender of each
learned that certain credit driver?
information allows us to predict the • How you use the car: How far do you
likelihood of loss with great accuracy. drive? Do you use the car to commute
It is this group of loss-related factors or for pleasure? Where do you keep
that we consider from a credit report, (garage) your car?
Some of the items we consider in a typical customer’s credit history include the
not the credit score, nor a person’s We also consider your insurance score, number of credit accounts and the length of time you’ve maintained your credit
credit-worthiness.”
a calculation based on elements from accounts. We also consider your payment history and how often lenders have
your credit history. Over the years we’ve made inquiries into your credit report other than to make promotional offers.
found that including insurance scores These specific aspects of an individual’s credit history have been shown
helps us better predict the likelihood of by research and experience to indicate the likelihood of experiencing an
experiencing an insurance loss. This insurance loss.
helps us match our rates to the risk
we’re assuming.
All rights reserved 2012.
19. Documents that educate and inform, rather than
merely report data
All rights reserved 2012.
25. Results: Respondents are more likely to pay
31%
37%
Original
Source: Siegel+Gale SimplicityLab
Revised
Difference is statistically significant at the 95% level of confidence
All rights reserved 2012.
26. What does simple mean?
+ simple is clear.
+ simple is fresh.
+ simple is honest.
+ simple is useful.
+ simple is inspiring.
+ simple is smart.
All rights reserved 2012.