1. REPUTATION AND EXPERIENCE The Twin Pillars of Customer Centric Organisations Presentation by Paula Giles 14th May 2015

2. Communication professionals are caught in the cross hairs of trying to build and sustain an agency’s reputation, mitigate potential damage from a service failure or, address a shortfall in the service delivery experience. A PROPOSITION Outline a customer centric framework 1 Provide Customer Experience Measures 2 Discuss how you can enhance reputation, performance & value 3 GCA Conference | 24 May 2015 | Reputation and Experience: The Twin Pillars of Customer Centric Organisations2

3. BEING CUSTOMER CENTRIC THE SIX Cs OF CUSTOMER CENTRIC ORGANISATIONS For every customer … across each channel … and all content. The strategy, purpose and intent is defined, aligned and understood. Customer demand, segments, needs and expectations are understood. Clarity The Leadership team is engaged and demonstrates effective sponsorship and change governance. Investment of funds and resources (direct and in kind). Commitment Across the organisation, structure, functions and teams. Roles include internal and external customer focus. Aligned business and customer processes, practices and policies. Connectivity People are equipped with knowledge and skills. Provided with training and performance support. Capability Across channels, customer types, touch points and time. Consistency Shared values and culture around the customer exists and is evident in every day practices. Employees are active and engaged. Cohesion Reputation GCA Conference | 24 May 2015 | Reputation and Experience: The Twin Pillars of Customer Centric Organisations3

4. 4 Customer CentricityA Modest Proposition… Clarity Commitment Connectivity Capability Consistency Cohesion Reputation If you consider reputation management to be your role, then you must own or influence the customer experience.

5. GCA Conference | 24 May 2015 | Reputation and Experience: The Twin Pillars of Customer Centric Organisations5 A Modest Proposition…Question How do you know you are providing a service expected (promise) and to a consistent standard? If you consider reputation management to be your role, then you must own or influence the customer experience.

6. CUSTOMER EXPERIENCE GCA Conference | 24 May 2015 | Reputation and Experience: The Twin Pillars of Customer Centric Organisations6 COMMON MEASUREMENT TOOL (CMT) Reason Contact channel used Classification 1 OverallAccessibilityTimelinessService FairnessInformation Personal Circumstance Knowledge/ Competence Extra Mile Ease of Business First Contact Enquiry Resolution Enquiries not resolved on 1 st contact Satisfaction 2 Performance 3 Outcome 4

7. GCA Conference | 24 May 2015 | Reputation and Experience: The Twin Pillars of Customer Centric Organisations7 Reputation 1 Customer Experience 2 Service Design 3 If you consider reputation management to be your role… then you must own or influence the customer experience… how will you enhance reputation, performance and value?

8. GCA Conference | 24 May 2015 | Reputation and Experience: The Twin Pillars of Customer Centric Organisations8 Define the customers and their needs Who are our customers? What are their needs and expectations? What matters to them? What triggers demand? What can we do to change demand / shift pattern? Develop product / service offer Market and measure performance What product service/ features will we provide? What is our ‘service contract?’ Where, when, how will this be delivered? e.g. locations, channel How do we know we are delivering value? What are our customers saying? How do we change what we do? Collect customer data Analyse service/product use patterns Understand and map customer experience Map services against needs Identify comparable services and substitutes Develop access/channel strategy and response (web, face to face, phone, social media, intermediaries, agents) Apply customer co-design Encourage uptake and shift behaviour and channel shift Measure customer satisfaction Benchmark performance Evaluate and improve

9. SUMMARY GCA Conference | 24 May 2015 | Reputation and Experience: The Twin Pillars of Customer Centric Organisations9 Connectivity Capability Consistency Cohesion Clarity Commitment Reputation 1 Classification 1 Satisfaction 2 Outcome 4 Performance 3 Customer Experience 2 Define the customers and their needs Develop product / service offer Market and measure performance Service Design 3

10. QUESTIONS

11. The Customer Service Specialists WE ARE CSBA Creating customer centric business is our business. Our passion is to understand, measure and improve customer service in order to help your organisation be more successful. We do this by understanding the strategies, aspirations and the performance our clients want to achieve. We then develop programs, conduct research, measure and assess performance and provide training to enable our clients to deliver outstanding service.

12. Thank You www.csba.com.au Paula Giles Director Consulting paula.giles@csba.com.au