Listening to your Customer

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Listening to your Customer

• Leveraging Telephone Interactions to Improve your
  Online Experience

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Agenda

• The Customer Experience Frontier
• In Action CheapTickets
• Resources for Further Research
• QA

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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
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Beyond Marketing and Customer Care
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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
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Customers Provide Business Performance Feedback
Telephone Interactions
Customer Experience Drivers
CORE BUSINESS OPERATION
CONTACT CENTER
Its broken
Product Development
He sold me the wrong item
Manufacturing Supply
My bill is wrong
Marketing Sales
Why dont you have?
Billing
My itinerary is incorrect
Technology Operations
Where is my order?
Client Communication
Parts are missing
I dont understand the instructions
Does this have an attachment?
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A Chain Reaction of Quantified Business Benefits
Catalysts Customer-driven and Fact-based
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In Action CheapTickets
2002
2003
Limited Profit Gain Despite Lowering Call Handle
Time
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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

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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

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Results Top Calls/Insights

• Confirming flights within 24 hours
• Forgot username and password
• Changing reservations
• Web site errors

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Results Reviewing Customer Touchpoints -
Confirming Flights within 24 Hours
Customer
Historic
Channel
Cendant
Changed
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Results Removing Unnecessary Barriers - Guest
Purchase
Customer
Shop Site
Historic
Channel
Convey Products
Cendant
Changed
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Results Enabling Self Service - Changing
Reservations
Customer
Historic
Channel
Cendant
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Results The Bottom Line
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Resources for Further Research

• CRM Magazine - http//www.destinationcrm.com
• Managing the Customer Experience
  -http//www.managingthecustomerexperience.com/
• Email/questions - webmaster_at_aleecekoss.com