Netcall Embracing the Customer Journey

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1 Netcall 2013 Embracing the Customer Journey

2 Netcall 2013 What should we measure? Understand what s important Within each area Communicate performance Stakeholders Management Team Align tactical activity with organisational strategy Where to from here and why Reinforce positive movement Netcall 2013

3 Netcall 2013 What to measure - KPI Pyramid Activity by level Strategy Tactics 2013 Professional Planning Forum Netcall 2013

4 Netcall 2013 An example of measurable objectives Organisational objective Organisational strategy Measurable objectives Performance indicators Operational indicators Increase customer advocacy Ensure ease of transactions (minimise customer effort) Repeat sales revenue sold (from 2012 x to 2013 y) Improved customer satisfaction scores Last year % vs. This year % Reduced complaints Last year % vs. This year % Netcall 2013

5 Netcall 2013 Netcall 2013 Increase customer advocacy metrics Obj. 1 Ensure ease of transactions Evaluate the customer journey Update processes at failure points e.g. Improve the ordering interface Obj. 2 Repeat sales revenue Improve sales techniques Improve product line Improve service delivery Increase efficiency Obj. 3 Improved customer satisfaction scores Improved user interface Reduce input errors Improve data collection accuracy Obj. 4 Reduced complaints Increase product knowledge Improve questioning skills Reduce response time Real-time complaints process

6 Customer and Contact Center Metrics That Matter October 24, 2013 Richard Snow, VP and Research Director 6

7 Consumers have Changed Communication preferences have changed Increasingly consumers like to connect with each other and companies electronically Use of smart mobile devices has grown dramatically Use of social media has grown dramatically Companies need to adapt or miss out 7 7

8 Multi-channel Engagement 82% Phone 96% Video 5% Fax 49% White mail 43% Text 23% Chat 37% Customer Portal 36% Social Media 29% Source: Ventana Research Contact Center in the Cloud Benchmark Research 8

9 Customer Service Challenges 82% Phone 96% Video 5% Fax 49% White mail 43% 21% #1 customer service challenge Text for companies is that 23% communication channels are managed as silos Chat 37% Customer Portal 36% Social Media 29% Source: Ventana Research Agent Desktop Benchmark Research 9

10 Customer Engagement is Enterprise-wide Finance 38% Manufacturing 51% HR 29% Marketing 51% Contact Center 87% Sales 59% Customer Service 53% Source: Ventana Research Contact Center in the Cloud Benchmark Research 10

11 Customer Service Challenges Finance 38% Manufacturing 51% HR 29% Contact Center 87% 17% #2 customer service Marketing challenge 51% for companies is that customerrelated activities are not aligned across business units Sales 59% Customer Service 53% Source: Ventana Research Agent Desktop Benchmark Research 11

12 Customer Service Challenges 9% of organizations have identified employees don t follow best practices 6% of organizations have identified different business units use different metrics Source: Ventana Research Unified Desktop Benchmark Research 12

13 Customer Data is Growing Exponentially Marketing Text Customer Service Customer Portal Phone Video Social media Customer Data: Transactional Text Voice Event Fax Chat Sales White mail 13

14 Companies Lack Information 45% of organizations have a single set of reports and analysis that is shared across the organization Source: Ventana Research Customer Relationship Maturity Benchmark 14

15 Customer-Related Metrics Metrics used by companies Revenue Satisfaction scores 50% 62% Metrics are: simple to calculate Don t really reflect outcome of interactions Cost to serve 49% Acquisition costs 33% Customer effort 28% Source: Ventana Research Customer Relationship Maturity Benchmark 15 15

16 Customer-Related Metrics Metrics used by companies Revenue Satisfaction scores Cost to serve Acquisition costs 33% 50% 49% 62% Very Customer-focused companies: 1. Customer effort 76% 2. Influencer rating 71% 3. Customer Sat 64% 4. Cost to serve 63% 5. Acquisition cost 60% Customer effort 28% Source: Ventana Research Customer Relationship Maturity Benchmark 16 16

17 Customer-Related Metrics Metrics used by very customer-focused companies Customer effort Influencer rating Satisfaction scores Cost to serve Acquisition costs 64% 63% 60% 76% 71% Customer-focused companies have adopted new metrics Recognise that ease of contact is important and the impact of social media Metrics are more effectiveness/outcome related Require the use of more advanced data collection and analysis tools Source: Ventana Research Customer Relationship Maturity Benchmark 17 17

18 Agent Performance Metrics Source: Ventana Research Next Generation Workforce Optimization Benchmark Research 18

19 Use of Analytics Use of analytics by very customer-focused companies Voice Social media Process Customer Cross-channel 68% 67% 67% 73% 92% Customer-focused companies are more advanced in using analytics Understanding customer comment is key Understanding customer sentiment is growing in importance Use more sources of unstructured data Analytics is used to improve training, processes Source: Ventana Research Customer Relationship Maturity Benchmark 19

20 Contact Information Should this slide be moved? LinkedIn /richardjsnow Blog Richard.Snow.ventanaresearch.com 20

21 Netcall 2013 The UK Contact Centre Decision-Makers' Guide 2013 Top metrics 1. Customer Satisfaction / NPS 2. First-call resolution 3. Speed to answer 4. Call abandonment rate 5. Average call duration 6. Cost per call 7. Call transfer rate 2013 ContactBabel fig. 38 page 105 Netcall 2013

22 Netcall 2013 Rank of top 5 metrics by Netcall Users * Correlation with ContactBabel Netcall % 65% 49% 35% 27% Customer feedback scores Agent quality scores Service levels achieved Lateness and sickness Average handling times

23 Netcall 2013 * Correlation with ContactBabel Netcall 2013 Aspirational Ranking of Metrics by Netcall Users 52% 50% 47% 42% 41% 41% 39% 38% Customer feedback scores Agent quality scores Service levels achieved Lateness and sickness Average handling times First-callresolution rates Forecast accuracy Queue lengths spiration Ranking 52% 50% 47% 42% 41% 41% 39% 38%

24 Netcall 2013 Netcall 2013 Poll Question In Summary

25 Netcall 2013 One small step every day Silos How you can support an organisation wide view Outcomes Measure the outcome of the activity Alignment How customer activities can be aligned Netcall 2013

26 Key Takeaways 1 Customer communication habits are driving the need to re-assess performance metrics 2 3 To provide superior customer experiences, all business units need to be on the same page Develop a more balanced set of shared metrics 4 Use analytics on as many sources and types of data as possible 26 26

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