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Listening to your Customer

Listening to your Customer Leveraging Telephone Interactions to Improve your Online Experience Agenda The Customer Experience Frontier In Action: CheapTickets Resources for Further Research Q&A The Customer Experience Frontier

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Listening to your Customer

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  1. Listening to your Customer Leveraging Telephone Interactions to Improve your Online Experience

  2. Agenda • The Customer Experience Frontier • In Action: CheapTickets • Resources for Further Research • Q&A

  3. The Customer Experience Frontier “ The customer experience is the next competitive battleground” - Jerry Gregoire, CIO, Dell Computers “ It has always seemed to me that your brand is formed primarily, not by what your company says about itself, but what the company does” - Jeff Bezos, CEO, Amazon.com Managing the Customer Experience, Smith/Wheeler

  4. Traditional Approach Marketing Silo GOAL: Improve Marketing Efficiencies Collect data re: campaign performance Evaluate performance of placements and creative Implemented by marketing managers Beyond Marketing and Customer Care Customer Care Silo GOAL: Improve Contact CenterOperations Collect data re: specific contact center experience Evaluate performance of the agent and script Implemented by contact center managers ...and so on... New Approach Cross Functional: Mktg, Product, Customer Care, Technology GOAL: Improve Entire Business Collect data re: broad customer experience Evaluate performance of company and its products/ services Implemented by business unit and functional area managers

  5. The Customer Experience Evolution Is Underway Individual Performance Metrics Corporate Performance Metrics Process Efficiency Process Effectiveness Cost Driver Value Creator Change Customer Perception Leverage Customer Perception Technology-driven Process Process Driven Technology Push Knowledge To Pull Knowledge From

  6. Customers Provide Business Performance Feedback Telephone Interactions Customer Experience Drivers CORE BUSINESS OPERATION CONTACT CENTER “It’s broken…” Product Development “He sold me the wrong item…” Manufacturing & Supply “My bill is wrong…” Marketing & Sales “Why don’t you have…?” Billing “My itinerary is incorrect…” Technology Operations “Where is my order?” Client Communication “Parts are missing…” “I don’t understand the instructions…” “Does this have an attachment?”

  7. A Chain Reaction of Quantified Business Benefits Catalysts: Customer-driven and Fact-based

  8. In Action: CheapTickets 2002 2003 Limited Profit Gain Despite Lowering Call Handle Time

  9. Goals • Cut Call Center Support Costs • This created urgency to get the ball rolling • Increase Online Conversion • Natural extension from identifying site errors that were generating calls, formerly seen only as a new product development focus • Create Differentiation by Increasing Satisfaction • Opportunity in travel, given the fact that the industry has not been very customer focused

  10. Challenges • Silos • Pinpointing what we needed to know and getting that information to someone who could use it • Chicken Little • Having reliable data to quantify issues and enable effective decision-making • Boiling the Ocean • Finding “quick wins” that could generate results before trying to tackle everything

  11. Results: Top Calls/Insights • Confirming flights within 24 hours • Forgot username and password • Changing reservations • Web site errors

  12. Results: Reviewing Customer Touchpoints - Confirming Flights within 24 Hours FindProduct ReceiveConfirmation Re-confirm Reservation Book @ Convey Product SendConfirmation QuoteRe-confirm Book 68% Itinerary Service Volume @ @ Link Updated E-mail Touchpoint Link the e-mail confirmation to an on-line reservation confirmation. Allow the customer to self-confirm. Help Escalation on Site If the customer still has questions, employ netSageTM to make an attempt at confirming the reservation details. $1 Millionin Quarterly Savings Customer Historic Channel Cendant Changed

  13. Results: Removing Unnecessary Barriers - Guest Purchase Enter Member Info Begin New Membership Book Reservation Request Member # Sign-up Member Book Issue: Customers Drop Off or Call Process Solution: Change the order of the process. Don’t make membership a requirement to purchase ≈3X Growth Non-Member Bookings Convey Products Request Member # Book Shop Site Customer Historic Channel Convey Products Cendant Changed

  14. Results: Enabling Self Service - Changing Reservations Decide to Change Don’t Make Change Book Confirm Convey Change Fees Book Confirm Decide to Change Initiate Change Book Confirm 85% Change Flight Volume Cust. Changed Channel Convey Change Fees Re-book & Acquire Fee Book Confirm Cendant Customer Historic Channel Cendant

  15. Results: The Bottom Line

  16. Resources for Further Research • CRM Magazine - http://www.destinationcrm.com • Managing the Customer Experience -http://www.managingthecustomerexperience.com/ • Email/questions - webmaster@aleecekoss.com

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