Multi Channel Feedback

Multi Channel Feedback

Listening to the Voice of the Customer

Presenter:

Derek Brown

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Why is Customer Experience Important?

“There is only one boss. The customer.

And he can fire everybody in the company

from the chairman on down, simply by

spending his money somewhere else.”

Sam Walton

So why do so many

organisations care about the

Voice of the Customer?

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Calls

Calls

Customers Are Telling Us What they Want

E-mails

Surveys

56%

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Customer experience leaders

enjoy a double-digit advantage

in customers willing to buy more

from them, reluctance to switch

business away from them, and

likelihood to recommend them

Contact Centers Talk to Customers

All Day, Every Day

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Most VOC programs do NOT leverage the

rich customer conversations that happen

every day in the contact center

.... VoC programs rely almost exclusively

on structured feedback

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Contact Centers Now Have An Opportunity

….to unlock the rich data held in

...And connect it with structured and

projectable data from surveys

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Enabling organizations to listen and act

on the true Voice of the Customer

Customers Generate Huge Amounts of Data

• 250 live agents create over 10,000 hours of conversation every week

Rich and relevant content, unsolicited and unbiased

• Products and Services • Revenue opportunities • Process improvements • Retention opportunities • Sentiment

… and everything else

14 14 I called your

800 number

Through a Variety of Channels

I visited your Web Site

I friended you I completed your

online survey I visited your local branch I chatted with your agent… I tweeted you I sent an e-Mail

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Verint Solves the Big Data Problem

By applying advanced analytics to

large volumes of structured and

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With Best-in-Class VOC Solutions

Enterprise Feedback Management

Competitive advantage derives from consistently using the insights

generated from customer feedback, improving processes, and

then continually improving those processes by measuring results and

refining.

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Customers want consistently excellent customer experiences Bottom-up passion for providing great customer service only

takes you so far

Departments have competing objectives, metrics and

motivations

Why You Need Senior Commitment

A C D E F G H I J K B

Each silo builds performance standards limited to their area Inside a silo, an employee gets success from singular focus and compartmentalisation

Inside a silo, squeaky wheels get priorities over oiling the gears Silo needs often in conflict with needs of other groups

Source: Jeanne Bliss, author,

Chief Customer Officer

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Industry leading customer loyalty

Build a customer-centric culture

Customers interactions happen across a wide variety of channels. Leveraging customer insight within the Enterprise provides a better way to measure operations and bridge to customer experience.

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“Disconnected Listening”

Calls IVR Web Social

Media Surveys Email Chat

Agent Notes Customer Care Operations Sales & Marketing Management Product Management Customer Experience Human Resources

Delivering the leading market solutions to centralise multi-channel feedback across the Enterprise. Analyse and interpret the data and help organisations operationalise it to support current business objectives and drive future

strategy.

26 26 Unstructured Feedback • Open-ended comments • Call Recordings • E-mails • Chat Interactions • Social Media

• Text & Speech Analytics

Structured Feedback

•Email & Web Surveys

•Closed ended questions

•Limited response options

•Transactional & Relationship surveys •CRM data Unstructured Feedback Structured Feedback Rich insights, but not projectable data Projectable data, but you

don’t know motivations

Organisations leverage analytics to better understand the

operational metrics that require improvement in order to

make the change happen.

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Unified Analytics

Loyalty & Brand Equity KPI’s at a

glance

Identify retention issues

Clicking on word cloud analysis allows drill through to actual

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Value of Integrated Listening

EFM surveys show spike in customer’s answering “Not at all

Satisfied”

Text analytics looks into survey comments to show

why they’re not satisfied

Conduct new search in call center recordings to

see what people are saying about these topics

Make operational changes and survey selected panelists to

2010 annual revenues $15 billion U.S. 4th _{largest auto insurer in the U.S.}

Largest seller of motorcycle insurance Leader in commercial auto insurance

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Looked at 4 key experiences the accident site experience

the "repair/claims settlement" experience the "getting an on-line quote" experience the "share my driving habits" experience Used research, interviews and online

community feedback to drive changes

Accident Site Experience

Created branded “Immediate Response” vehicles to go to accident scenes that reassures customers

Repair/Claims Experience

Created “Concierge Service” that allowed the customer to have control in the claims process

Online Quote Experience

Allow individuals to make comparisons to other insurance quotes on their website

Now they know when they lose to a competitor & why

Share My Driving Habits Experience

Case History: Progressive Insurance

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