Six Characteristics of Customer centric companies. Rob Rich, MD Insights Research

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1 Six Characteristics of Customer centric companies Rob Rich, MD Insights Research

2 Agenda The Six characteristics Where should we be focused short term Where do we need to be by 2020?

3 The Six Characteristics Customer needs Engagement Outcomes Outside in View, Solutions Orientation Design & execution Data driven decisioning Buying Using Sharing Recomm Be Aware Interact Choose Consume Manage Pay Renew end Observe Learn React Request Detail Reserve Select Product/ Service Place Order Receive Use Review Usage Evaluate Value Manage Profile/Service Receive Help Receive Resolution Receive Notification Verify or dispute Topup/ Pay Enhance Selection Renew contract Refer product/service Gain loyalty Feedback Leave Discontinue Deep understanding of CE across the lifecycle Channels Web, Device, Call Center / Care Center Store USSD/SMS/Messaging Social Field Service / Field Sales Cross-company consistency & transparency Personalized, efficient processes Empowerment at the point of interaction

4 Customer needs Engagement Outcomes Design & execution Outside-in view, Solutions approach Customer centric companies look to deeply understand customer problems and design solutions for them. Offer some value-added support e.g. choosing the best solution or understand how to optimally deploy or use it. Apple s iphone / itunes + Geniuses provide solutions. There's an app for that!

5 Deep understanding of the customer experiences across the lifecycle Buying Using Sharing Be Aware Interact Choose Consume Manage Pay Renew Recomm end Leave Observe Learn React Request Detail Reserve Select Product/ Service Place Order Receive Use Review Usage Evaluate Value Manage Profile/Service Receive Help Receive Resolution Receive Notification Verify or dispute Topup/ Pay Enhance Selection Renew contract Refer product/service Gain loyalty Feedback Discontinue Channels Web, Device, Call Center / Care Center Store USSD/SMS/Messaging Social Field Service / Field Sales Take the long view of the customer relationship, develop a continuous and holistic view of the customer over time. Individual events are important, but not the primary driver Example: Amazon.com

6 Personalized, efficient processes Strive for efficiency in your processes, but recognize the need to tailor processes and performance based on customer status & preferences. High value customers often experience faster response or more options for solving a problem. Example: American Advantage rewards program

7 Empowerment at the point of interaction Empower employees with the authority, information and accountability to address customer needs at the point of contact. Requires guidelines, employee development, reward & recognition Cross channel consistency is important; not just face-to-face or contact centres Example: Ritz Carlton

8 Cross company consistency / transparency Customers ultimately build their perceptions of a company based on the whole company Customers expect consistent and predictable interactions across organizational boundaries and interaction channels. Examples: Starbucks, Nordstrom, Apple, etc..

9 Solutions orientation- customer needs, outcome effectiveness, solution performance, brand, competitive position Data Driven decisioning Creating value is highly dependent on having actionable information at the right time and decisioning processes to leverage that information Deep understanding of customer behavior, transaction history, potential, satisfaction, NPS Empowerment at the point of interaction context, customer value, guidelines, recommendations Efficient, tailored business processes engagement context, customer values, preferences, effort Cross company consistency consistent, holistic customer profile/ history, product, and pricing information. Guiding journeys.

10 Top two focus areas for 2015? Customer needs Engagement Outcomes Outside in View, Solutions Orientation Design & execution Data driven decisioning Buying Using Sharing Recomm Be Aware Interact Choose Consume Manage Pay Renew end Observe Learn React Request Detail Reserve Select Product/ Service Place Order Receive Use Review Usage Evaluate Value Manage Profile/Service Receive Help Receive Resolution Receive Notification Verify or dispute Topup/ Pay Enhance Selection Renew contract Refer product/service Gain loyalty Feedback Leave Discontinue Deep understanding of CE across the lifecycle Channels Web, Device, Call Center / Care Center Store USSD/SMS/Messaging Social Field Service / Field Sales Cross-company consistency & transparency Personalized, efficient processes Empowerment at the point of interaction

11 Top two focus areas for 2020? Customer needs Engagement Outcomes Outside in View, Solutions Orientation Design & execution Data driven decisioning Buying Using Sharing Recomm Be Aware Interact Choose Consume Manage Pay Renew end Observe Learn React Request Detail Reserve Select Product/ Service Place Order Receive Use Review Usage Evaluate Value Manage Profile/Service Receive Help Receive Resolution Receive Notification Verify or dispute Topup/ Pay Enhance Selection Renew contract Refer product/service Gain loyalty Feedback Leave Discontinue Deep understanding of CE across the lifecycle Channels Web, Device, Call Center / Care Center Store USSD/SMS/Messaging Social Field Service / Field Sales Cross-company consistency & transparency Personalized, efficient processes Empowerment at the point of interaction

12 Canada workshop results Data driven decisioning Solutions, Outside in view Deep understanding of customer experiences Today 2020 goal Cross company consistency/ transparency Empowerment at point of interaction Personalized, efficient business processes

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