How do you, as Insurance broker/company, get the right appearance?
Customer experience Moments of truth Voice of the Customer Metrics Carglass
Customer experience
What is customer experience? emotions interactions brand / organisation
Why manage experiences?
Customers today are more critical and less loyal Customers today have less time zero tolerance for waiting time or lack of empowerment more choices than ever before more buying power high expectations no patience no problems changing suppliers
Along the customer journey
through a variety of channels In person
Memorable experiences can lead to customer actions that build, or destroy profits Pleased Comfortable Appreciated Important Special Recommended to a friend or colleague Purchased more products/services 19% 32% 0% 10% 20% 30% 40% Frustrated Let down Angry Ignored Confused Complained to a friend or colleague Switched to new supplier/provider 20% 25% 0% 10% 20% 30% 40%
Moments of truth
What are moments of truth? High emotional investment Moment of truth VS Low emotional investment Is this covered? Source: McKinsey - The moment of truth in customer service
Why Moments of truth? Handling these moments well can increase satisfaction, loyalty, generate word-of-mouth, gain a higher value of that customer, Tools to help rise to the challenge: 1. A degree of self-regulation or empowerment 2. A positive outlook (not yet another problem ) and constructive responses in mind 3. Awareness of the emotional aspects 4. Putting the client first, and expressing feelings of empathy and caring. 5. Knowledge transfer to backoffice people Source: McKinsey - The moment of truth in customer service
Trend: Instant, Anywhere Insurance Protection Consumers are more mobile. Accidents can be documented and claims can be made right on the spot. Example: Smartphone apps to make claims, or ask for assistance based on GPS coordinates. - Consumers will expect to be able to do everything on a smartphone - Brands will develop more apps to make/document claims get rid of documents, signatures
Voice of the customer
Voice of the customer The in-depth process of capturing a customer s expectations, preferences and aversions.
Why is the voice of the customer important? 59% of consumers quit doing business with a company because of a bad customer experience.... But that was 4 years ago Now this is up to 86% Source: Harris Interactive, Customer Experience Impact Report
70% of customers buying decisions are based on how they feel they are treated
It takes 12 positive service experiences to make up for one negative experience 1 12 Source: Understanding customers Ruby Newell-Legner
Voice of the Customer Process 1. Listen to what your customers are saying 2. Interpret what they value 3. React by engaging with the customer 4. Monitor the outcome by repeating the process
Metrics
Some ways on how to measure this: Satisfaction Delight Net Promotor Score
Metrics: Satisfaction
What is customer satisfaction? = evaluation of the service. Ideally : measure immediately after the interaction. Customer satisfaction provides an indicator of consumer purchase intentions and loyalty. Satisfaction is usually surveyed: - For the brand/service in general, - For common areas (people, advice, claims handling, complaints, ) - For the detailed aspects of it
Performance (Top2) High 80% 70% 60% Strength without strategic benefit Claim's handling Follow-up portfolio Advice Strategic advantage 50% 40% 30% Contact person (empathy) 20% 10% Minor disadvantage Complaint management 0% 0,30 0,35 0,40 0,45 0,50 0,55 0,60 0,65 0,70 0,75 0,80 Importance Strategic disadvantage High
Metrics: Delight
Delight = extra level of customer satisfaction Less than Dissatisfied Customer Satisfaction Perceived Service = - Per Per Exp Equal Exp Satisfied Expected Service Exceeds Delighted Per Exp
Customer Delight Customer Delight is a positive emotional and rational state of a client that leads to enthusiasm about a company Clients express this by expressing positive emotions being very satisfied expressing intent to continue and continue their clientship promoting the company
PERFORMANCE Poor Outstanding The Kano Model To determine your real drivers of DELIGHT Delighted ENHANCERS Attractive/ delighters Expected/ threshold DISSATISFIERS Disgusted SATISFACTION
Skills on delighting customers Attitudes of service champions Frontline service providers skills Service recovery Attitudes of service champions Keep an eager desire to serve others Show empathy to customers problems Ability to convey trust, competence & confidence Make the invisible part of service visible Provide value-added services Show personal touch & care Promise what you can do & keep promises Be professional
Skills on delighting customers Attitudes of service champions Frontline service providers skills Service recovery Service recovery Complaints Best source of feedback 54% - 70% of customers return when their complaints are resolved 95% of customers become loyal when their complaints are resolved quickly Turn upset into delighted customers
Metrics: Net Promotor Score (NPS)
What is Net Promotor Score (NPS) NPS = a customer loyalty metric based on the question how likely is it that you would recommend company X to a friend or colleague? Not likely at all Very likely 0 1 2 3 4 5 6 7 8 9 10
What is Net Promotor Score (NPS) NPS = a customer loyalty metric based on the question how likely is it that you would recommend company X to a friend or colleague? Not likely at all Very likely 0 1 2 3 4 5 6 7 8 9 10 Detractors Neutral Promoters
Net Promotor Score an example based on question how likely is it that you would recommend company X to a friend or colleague? Score on 10 1% 1% 2% 2% 2% 10% 9% 25% 32% 8% 8% 0 1 2 3 4 5 6 7 8 9 10 Detractors Neutral Promotors Total NPS segments 27% 57% 16% 0-6 Detractors 7-8 Neutral 9-10 Promotors NPS -11% NPS = 16% Promotors 27% Detractors
Link satisfaction with NPS Being satisfied is not enough to promote a service/company. Very unsatisfied Unsatisfied Neutral Satisfied Very satisfied Detractors 94% 90% 50% 10% 5% Neutrals 5% 7% 45% 75% 35% Promotors 1% 3% 5% 15% 60%
Net Promotor Score Pro s and con s Pro s: Quick Simple Easy to collect Cost effective Benchmarking Con s: No drivers of satisfaction (Relying on a single number is dangerous) Likelihood to recommend = behaviour; loyalty also consists of emotional elements such as trust and identification, which is not measured in the NPS Scores are highly dependant on culture, sector, market conditions,
In summary : A positive customer experience is crucial 1) Map the Customer Journey 2) Identify the Moments of Truth 3) Listen to the Voice of the Customer 4) Manage the Customer Experience
Top 5 attributes of companies that deliver Constantly Excellent Customer Experiences The key ingredient: People! 1. Well-trained and helpful employees 2. Excellent customer service 3. High quality goods & services 4. Friendly and caring employees 5. Personal attention, reward for loyalty
Carglass
Vision Carglass Afin d être le choix naturel mais aussi la référence en matière de service, nous nous engageons à dépasser les attentes de nos clients en leur fournissant un service de remplacement et de réparation zélé et inoubliable. N importe où, n importe quand. Gary Lubner CEO Belron Jean-Paul Teyssen Managing Director Carglass Caroline Ameloot Sales & Marketing Director Carglass
Le Circle of success de Carglass Satisfaction Clients Satisfaction Collaborateurs Satisfaction Actionnaires
Histoire 2008 І NPS NPS 2012 І Mise en pratique 1998 І Départ 2006 І Delight 2009 І International 2013 І Facebook 2006 І I hate, I love 2012 І Tél E-mail
Méthodologie Enquête Semaine x-1 Semaine x Semaine x+1 Job Résultats Possibilité d agir rapidement Chaque client est interrogé 70 000 enquêtes/an
Evaluation globale + 9 aspects Satisfaction globale & NPS 1. Moment choisi par client 2. Endroit choisi par client 3. Amabilité 4. Efforts pour résoudre le problème 6. Ponctualité 7. Information 8. Compétence 9. Accessibilité 5. Qualité du travail
Idées sous-jacentes Clients et feedback = cruciaux Mesurer, c est savoir Objectivité Créer la mentalité appropriée Tout feedback, même négatif, est une opportunité Call-back dans les 48h si le client le souhaite
Résultats Choix moment 96 % Choix endroit 97 % Amabilité 99 % Accessibilité 98 % Compétence 98 % Information 97 % Satisfaction globale 97 % NPS 81 % Ponctualité 98 % Efforts 98 % Qualité travail 96 %
Utilisation des résultats: interne Filiales / Call center: online tool Benchmark international
Utilisation des résultats: externe Clients: comagnies d assurance & de leasing, fleets, courtiers Customer Delight Letter Non-clients: public plus large Facebook
En conclusion, il faut... connaître son client, dépasser ses attentes, communiquer avec lui/elle... et vivre ceci pleinement en interne et externe!
Thank you for your attention! Kris Vloeberghs GfK Belgium Kris.Vloeberghs@gfk.com +32 16 74 24 04 Caroline Ameloot Carglass Caroline.Ameloot@carglass.be +32 11 30 15 15