1 PROPRIETARY AND CONFIDENTIAL, MARITZ COPYRIGHT 2009July Next Generation Customer Experience Management Webinar 24 th September 2009 Roger Sant Vice President Maritz Europe

2 PROPRIETARY AND CONFIDENTIAL, MARITZ COPYRIGHT 2009July What is Customer Experience Management? CEM is about closing the loop Customer Feedback Customer Experiences

3 PROPRIETARY AND CONFIDENTIAL, MARITZ COPYRIGHT 2009July Three main ‘stakeholders’ … and none of them are appear to be satisfied CustomersInsight teams Front line staff

4 PROPRIETARY AND CONFIDENTIAL, MARITZ COPYRIGHT 2009July The case for change Frustrated with long boring questionnaires WIIFM ? “Let me tell you about what I think is important” Response rates are dropping Customers

5 PROPRIETARY AND CONFIDENTIAL, MARITZ COPYRIGHT 2009July The case for change Challenged to satisfy customers … but don’t always feel the customer feedback reports are useful Front line staff Sometimes focus on ‘alternative’ ways of improving scores … rather than actually improving experiences

6 PROPRIETARY AND CONFIDENTIAL, MARITZ COPYRIGHT 2009July The case for change Inundated with information Want less data and more direction The challenge is integration Insight teams

7 PROPRIETARY AND CONFIDENTIAL, MARITZ COPYRIGHT 2009July Our world is changing Customers increasingly share experiences publicly…

8 PROPRIETARY AND CONFIDENTIAL, MARITZ COPYRIGHT 2009July Opinions are rife

9 PROPRIETARY AND CONFIDENTIAL, MARITZ COPYRIGHT 2009July Consumer generated media

10 PROPRIETARY AND CONFIDENTIAL, MARITZ COPYRIGHT 2009July Our world is changing CSAT Brand Myst. Shop Employee Internal MI Biz Results Competitive Intelligence

11 PROPRIETARY AND CONFIDENTIAL, MARITZ COPYRIGHT 2009July The future of CEM The ways we go about collecting and collating information needs to change … as do the roles and responsibilities of insight departments

12 PROPRIETARY AND CONFIDENTIAL, MARITZ COPYRIGHT 2009July An insights utopia Customers WANT to give feedback … because they know they will get a return on their investment Customers Surveys are relevant and interesting The feedback process itself contributes to a positive brand experience

13 PROPRIETARY AND CONFIDENTIAL, MARITZ COPYRIGHT 2009July An insights utopia Front line staff End users would await with eagerness and anticipation for the feedback to arrive … and act upon it to improve the customer experience

14 PROPRIETARY AND CONFIDENTIAL, MARITZ COPYRIGHT 2009July An insights utopia All information sources are integrated … aligned and distilled down to core messages All components of a brand are linked back to business metrics Insight teams

15 PROPRIETARY AND CONFIDENTIAL, MARITZ COPYRIGHT 2009July How to move towards a Next Gen CEM programme: 10 things you could do today

16 PROPRIETARY AND CONFIDENTIAL, MARITZ COPYRIGHT 2009July Web harvesting But be careful … online sentiment can be unrepresentative Use convergence analysis Scrape the web Classify comments as positive or negative Manually or automated

17 PROPRIETARY AND CONFIDENTIAL, MARITZ COPYRIGHT 2009July ~20%: Too slow ~28%: Up selling ~38% Process Problems 2. Text analysis Use for: Web harvesting, open-ended questions, complaints data and any form of free text feedback Enables more extensive & effective use of open-ended questions Lets customers talk about what they want to

18 PROPRIETARY AND CONFIDENTIAL, MARITZ COPYRIGHT 2009July Adaptive questioning techniques Issue 1 Anything to say? DETAIL Skip detail Yes No Issue 2 Anything to say? Ask about memorable moments This leads to – More efficiency – Less frustration for customers – Clearer key driver analysis

19 PROPRIETARY AND CONFIDENTIAL, MARITZ COPYRIGHT 2009July The Big Picture Brand image & associations News, reviews, articles, blogs, etc. Word of mouth Direct Experiences Keeping brand Promises 4. Look at the bigger picture Try running a workshop involving cross functional teams Bring along reports from both brand and experience studies

20 PROPRIETARY AND CONFIDENTIAL, MARITZ COPYRIGHT 2009July Small gap (good) Big gap (bad) 5. Understand the brand delivery gap Prioritise BrandPrioritise Experience Build presence Promote promises Advertising $$ may be wasted until experience is fixed

21 PROPRIETARY AND CONFIDENTIAL, MARITZ COPYRIGHT 2009July Integration & categorisation framework s & Website Comments Captured via Contact Center Agent Feedback Customer Survey Ratings 

22 PROPRIETARY AND CONFIDENTIAL, MARITZ COPYRIGHT 2009July Convergence analysis Which insights are common to all sources of feedback? Surveys Web complaints Robustness Representativeness Clarity of message Weighting factors

23 PROPRIETARY AND CONFIDENTIAL, MARITZ COPYRIGHT 2009July Don’t report, communicate “Doing the research, writing the report and giving the presentation is only 25% of the challenge” Newsletters, videos, workshops and training sessions are better ways of communicating

24 PROPRIETARY AND CONFIDENTIAL, MARITZ COPYRIGHT 2009July Share data publicly !

25 PROPRIETARY AND CONFIDENTIAL, MARITZ COPYRIGHT 2009July Blueprint the customer experience Financials Customers Employees Operations

26 PROPRIETARY AND CONFIDENTIAL, MARITZ COPYRIGHT 2009July Blueprint the customer experience Financials Customers Employees Operations Revenue Customer behaviour Customer experiences Internal processes Ownership & empowerment Revenue Customer behaviour Customer experiences Internal processes Ownership & empowerment

27 PROPRIETARY AND CONFIDENTIAL, MARITZ COPYRIGHT 2009July The insight team of the future The gatekeepers of all information CommunicatorsIntegrators and distillers

28 PROPRIETARY AND CONFIDENTIAL, MARITZ COPYRIGHT 2009July The insight team of the future We need to change. We need to start moving towards the next generation of CEM Part of a happier family … in which all stakeholders want to participate and all get something in return

29 PROPRIETARY AND CONFIDENTIAL, MARITZ COPYRIGHT 2009July Next Generation Customer Experience Management Webinar 24 th September 2009 Roger Sant

30 PROPRIETARY AND CONFIDENTIAL, MARITZ COPYRIGHT 2009July Questions & Answers

31 PROPRIETARY AND CONFIDENTIAL, MARITZ COPYRIGHT 2009July Have A Question? How to submit questions to the Speaker during this Webcast Go to Floating Tool Bar

32 PROPRIETARY AND CONFIDENTIAL, MARITZ COPYRIGHT 2009July Questions & Answers

33 PROPRIETARY AND CONFIDENTIAL, MARITZ COPYRIGHT 2009July Obtaining Copies of Today’s Presentation For copies of today’s presentation or to replay this webcast (recording generally available within 24 hours) Go to: To contact today’s speakers: To receive a copy of the Maritz Research Forum Quarterly eNewsletter, see (see link on left sidebar)