Cx Framework. Raguram Sr. VP, Business Transformation Services Sep 2015

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Cx Framework

Raguram Gopalan | @GopalanRaguram Sr. VP, Business Transformation Services

raguram.gopalan@tata-bss.com Sep 2015

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Insight 1:

Customer Experience (Cx) is the only sustainable

differentiator for the brand.

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Customers take control

86%

3

of consumers will pay more for a better customer experience

1%

of consumers feel their

expectations for a good experience are met

89%

of consumers switched to a

competitor after a poor experience _{Mass media} _Internet/1:1 _Social/Mobil

e

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Correlation between Cx leaders and Business returns

• Cx leaders

outperform the market by >30% and out perform

laggards by

~76%.

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Insight 2:

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The Grand Disconnect

Social Mobile Store Call Center Website eCommerce

Need > Research > Select > Buy > Use >

Recommend

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Insight 3:

There is no uniform definition for Cx and no

standard framework for Cx.

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Do we understand:

–

Customer Centricity Vs Customer Experience

–

Definition of Customer Experience.

–

Key aspects for a Cx framework

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TBSS - “Inside-Out” & “Outside-In” approach

Customer

Centricity

IMPACT _{OPPORTUNITIES}ISSUES /

INNOVATION INSIGHT

5 Big forces

Customer

Experience

(Cx)

Customer Promise: TATA group’s Customer Centricity framework Cx: TBSS Business outcome focus

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Cx Definition:

Cx=

∑

𝑩𝑩_{𝒑𝒑=𝟎𝟎}

{𝑩𝑩𝑩𝑩𝑩𝑩𝑩𝑩𝑩𝑩 𝒑𝒑𝑩𝑩𝒑𝒑𝒑𝒑𝒑𝒑𝒑𝒑𝒑𝒑

_𝒑𝒑

, 𝑩𝑩𝑩𝑩𝑩𝑩𝑩𝑩𝑩𝑩 𝒑𝒑𝑩𝑩𝒆𝒆𝑩𝑩𝒆𝒆𝒑𝒑𝒑𝒑𝒑𝒑𝑩𝑩𝒆𝒆

_𝒑𝒑

}

….in simpler terms…

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12

Brand Expectations..

Customer Acquisition Grow Revenues Customer Loyalty Enhance Experience Customer Retention Enable Efficiency MARKETING SALES SERVICE Increase Awareness Increase Satisfaction Increase Revenue

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6 Honest serving men…

I keep six honest serving-men

They taught me all I knew; Their names are What and

Why and When

And How and Where and Who

• Who are your Customers?

• What do they want?

• Why should they buy your products?

• When will they buy?

• Where will they buy from?

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3. What do you know about your Customers & their preferences? Cx Framework – Key questions?

1. What is your business and Cx Strategy?

4. How do you map Customer’s life cycle journey? 6. How do you interact with your Customers?

What are the desired business Outcomes?

7. What are the enablers to your Cx framework? 5. How do you engage your customers?

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3. Customer Insights & Governance Cx Framework – Key 7 domains

1. Client’s BUSINESS & CX STRATEGY 2. Product / Services Lifecycle Management

6. Customer Interaction management (Omni Channel)

Business Outcomes

7. CX Enablers 5. Cx Operations

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Digital waves

Digital 1.0 wave:

• Email, Chat • Dot Com

Digital 2.0 wave:

• Social, Personalization – Social Media • Virtualization – Cloud

• Business Insights - Analytics • Access - Mobility

• Content - Interactive & Video • Commerce - Digital Wallets

Digital 3.0 wave:

• Hyper connectivity - IoT

• Business Insights - Big Data • Automation - Robotics

• Decision making - Artificial Intelligence

• Outcomes: Grow revenues | Enhance Experience | Enable Efficiency 1995 to 2005

2005 to today…

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Omni Channel Cloud & Mobility T B SS D ig it a liz a tio n

Infrastructure & Facilities

Physical , Communication & Technology Infrastructure

Systems of Interaction– Customer Interaction

Systems of Records & Insights - CRM Platforms

Services of Engagement - Cx Operations

Marketing & Sales Operations | Customer Care & Loyalty Services | FAO HCM | Reporting & Analytics Services

Real time, Personalizati

on

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Big Data | BI | MIS | VOC | CSAT | CDI | NPS TBSS CX Framework

Grow Revenues Enhance Experience Enable Efficiency

M ar ke tin g O pe ra tion s Sale s O pe ra tion s Cust om er Se rv ice O pe ra tion s Back O ffi ce O pe ra tion s Pr og ra m L ife Cyc le M gmt Co nsu lti ng & Au dit Ser vi ces TBSS CX Framework

People | Platforms | Process | Partners

TARGET ACQUIRE ONBOARD SERVE GROW RETAIN

Voice IVR Email _Chat Mobile Agency Video Social Text Kiosk _Mail Store

Cx Enablers Omni Channel Cx Operations CLM Insights & Gov Cx Strategy Business Outcomes

Customer Retention & growth

Segmentation | Target Experience

Customer Acquisition

Brand Values | Target Segment | Acquire

Product LCM TBSS Expertise Di gi ta l Tr an sf or m at ion

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Cx value to brands

Grow Revenues Enhance Experience Enable Efficiency

Increase Sales & Adoption

• Generate more MQL, SQL • Increase conversion rate • Increase average order size • Cross Sell, Upsell products

Build Trust & Strengthen Relationship

• Improve CSAT, NPS, CDI • Improve service quality and

reliability

• Drive loyalty and advocacy

Reduce Cost & Effort

• Increase self-service success • Reduce cost per interaction • Improve service productivity

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Recommendations

• Understand how 5 Big forces are affecting your brand.

• Develop and balance “Inside-out” and “Outside-In”

perspectives.

• Focus on strengthening the enablers (4P) – People, Process,

Platforms and Partners.

• Have an agile model to develop and test proto types to see Cx

impact.

• Have a phase wise Digital adoption plan for all Customer

facing initiatives.

• Adopt a Cx framework that suits your brand. Talk to experts in

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Finally the secret recipe for success….

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More at: https://in.linkedin.com/in/ragsgopalan and

http://www.tata-bss.com/in/author/raguram-gopalan/