The Customer Journey. Verity Page, Head of Strategic Accounts

Transcription

1 The Customer Journey Minor changes, major results Verity Page, Head of Strategic Accounts Net Promoter, NPS, and Net Promoter Score are trademarks of Satmetrix Systems, Inc., Bain & Company, and Fred Reicheld

2 Introduction Setting the scene Number of Veterinary Practices has increased by 9.7% in the last 3 years 1 Clients have more varied choice Clients are waiting longer till they bring their pet to the vet How to keep attracting new clients How to keep the ones we have 1: Vetfile Statistics

3 The Perfect Storm Get out the umbrellas! A 2010 survey by the Forum of Private Business 1 shows that 44% of business owners want to improve customer satisfaction The Strativity Group's annual Customer Experience Management study showed that the majority of executives surveyed don't believe their company deserves their customers' loyalty management_benchmark_study

4 The customer journey Your customers experience a journey everytime they visit your practice These interactions evoke either positive or negative emotions Positive emotions create loyalty and promoters of your practice Negative emotions create the exact opposite

5 The Consumer Journey Seven touchpoints to success 1. Practice selection 2. The telephone 3. Communication 4. Reception 5. Waiting room 6. Vet appointment 7. Follow up

6 Practice Selection

7 Location, Location, Location But I can t move the practice! 63% of clients choose their veterinary practice due to location 1 1: COLBEA Most clients live within 3 miles of their Vets

8 Location, Location, Location

9 Social Media The speed of change Customers will often have an opinion of your practice before they have even picked up the phone Social media and the Web have elevated the power of word of mouth With the click of a mouse customers can broadcast their experience with your practice far and wide very quickly

10 Social Media The speed of change Over 800 million active users of Facebook (October 2011)

11 Social Media The speed of change of active users log onto Facebook on any given day (October 2011)

12 Social Media The speed of change Average Facebook user has 130 friends (October 2011)

13 Social Media The speed of change Over 350 million active Facebook users access via mobile devices and they are twice as active as non-mobile users (October 2011)

14 Social Media The speed of change Over 100 million active Twitter users in less than 5 years (September 2011)

15 Social Media The speed of change The number of Twitter users increases by every day (September 2011)

16 Social Media The speed of change of active users log onto Twitter on any given day (September 2011)

17 Social Media The speed of change 55 million tweets per day (approx 640 per second) (September 2011)

18 Social Media The speed of change UK accounts for of Twitter traffic (September 2011)

19 The Power of Social Media Facebook trial Detractor Promoter of competitor

20 Telephone

21 First impressions count 7 seconds is how long it takes a customer to make a first impression 1 75% of practices called did NOT offer an appointment 2 Do you know your numbers? How many phone calls were un answered? How many callers received an engaged tone? How many calls do you get by day / hour? 1: Onswitch mystery shopping :Johns Hopkins Medicine service Excellence

22 Make the first impression count Invest, train, measure Invest in training your reception team Right staffing levels Recruit for customer service Measure Feedback

23 Communication

24 Communication Key to compliance Practices reported that t on average just over 3% of appointments were missed 1 This resulted in an average practice having 433 missed appointments per year and costing 27,700 of billable vet time Only 45-55% of customers respond to the first vaccine reminder 2 82% response rate after 3 reminders 2 1 out of 2 people have a smart phone 1: BCG Study : CVS Marketing Statistics 2012

25 Reception and waiting room

26 Reception The front of house team Prepare Who s coming in for appointments What day patients are expected (breeds, procedures) Any new customers / regulars Greet Inform Are appointments running to time Who are they seeing Any promotions, open days etc.

27 Waiting room Separate cat and dog waiting areas Informative displays with call to action Merchandising clearly priced What products give greatest ROI

28 The Veterinary Consult

29 The Calgary-Cambridge Model Consultation framework for medical consultation No such model exists in veterinary medicine Model was adapted to the veterinary context National collaborative effort in 2002 National Unit for the Advancement of Veterinary Communication Skills

30 Melantoni Spaghetti The art of communication Exercise

31 Follow up

32 Follow up for compliance What gets measured gets done My experience Have you ever seen... Work with your PMS supplier Reports to run Dedicated nurse Any statistics from Zetland

33 How can you manage customer satisfaction? Net Promoter, NPS, and Net Promoter Score are trademarks of Satmetrix Systems, Inc., Bain & Company, and Fred Reicheld

34 Measuring Customer Satisfaction What s the point? Understand drivers of customer satisfaction If you can t measure it, you can t manage it Do you know how loyal your customers really are? It costs a lot less to retain a customer than gain a new one

35 Measuring Customer Satisfaction What s the point? It s important to know how you measure up in the eyes of your customers, but it s even more important to understand what drives their loyalty and what you can do to improve their customer experience

36 So what can you do? Net Promoter, NPS, and Net Promoter Score are trademarks of Satmetrix Systems, Inc., Bain & Company, and Fred Reicheld

37 What links all these companies? They all use Net Promoter Score! Lego BUPA Apple GE Healthcare Carl Zeiss Orange Siemens BG Sony Aviva HSBC Experian Metro Bank American Express Virgin Active UK ING Group Philips Four Seasons Hotel Allianz Puma IBM Dell Sky RLH Net Promoter, NPS, and Net Promoter Score are trademarks of Satmetrix Systems, Inc., Bain & Company, and Fred Reicheld

38 What is NPS? Promoters, Passives & Detractors Would you recommend this practice to friends and family? Net Promoter, NPS, and Net Promoter Score are trademarks of Satmetrix Systems, Inc., Bain & Company, and Fred Reicheld

39 What is NPS? Promoters, Passives & Detractors Would you recommend this practice to friends and family? Net Promoter, NPS, and Net Promoter Score are trademarks of Satmetrix Systems, Inc., Bain & Company, and Fred Reicheld

40 Why use NPS? Net Promoter, NPS, and Net Promoter Score are trademarks of Satmetrix Systems, Inc., Bain & Company, and Fred Reicheld

41 Why use NPS? Driver of profitable growth 1. Revenue data may span or depending on company s fiscal year Net Promoter, NPS, and Net Promoter Score are trademarks of Satmetrix Systems, Inc., Bain & Company, and Fred Reicheld

42 Why use NPS? The WOW ripple effect Positive staff attitude Attract referral customers More productive environment happy staff attract happy customers who respond positively and refer others Happy customers Positive customer response Happy staff

43 How to acquire customer feedback It depends on the situation Which Mechanic? Paper? Online? Touch screen? Simple set of questions Anonymous or take details? Lots of questions or short questions? How long to keep the survey in place? How frequently should I ask for feedback? Annually? Monthly? After every er transaction?

44 Dealing with Customer Feedback What is it telling me? It s a capital mistake to theorize before you have all the evidence Sir Conan Arthur Doyle

45 Dealing with Customer Feedback What is it telling me? You need good data before making any informed decisions Data analysis and reporting is very important You will not like everything you hear! Look at the negatives comments as being gifts that will help you improve Don t forget the positive comments

46 Summary Listen to your customer 1 You can t control what your customers say about you, but you can control the customer experience they receive 2 To improve the customer experience, you have to be able to measure it 3 Net Promoter Score Would your customers recommend you? 4 Make small changes 5 There is always room for improvement 6 Ask your customer then listen and act on what they say

47 Thank You ANY QUESTIONS?