Customer engagement is a relatively new term for something that is already being called very long: the centrality of the customer. But more urgent than ever. Especially in B2B market is here to make a big battle. But how do you such a process and what is the result? This is the second part of the blog on customer engagement in CRM Partners.
This story into two parts is about customer engagement. In the first part I talked to the founder and CEO, Emiel Putman, about the desire a customer engagement company to be, the ambition and the vision developed. In this two part I speak Debbie Alders , manager of the Customer Engagement program. We deal with Debbie deeper into the approach, how to get involved employees and customers, the results so far and the next steps.
The customer journey
Can you talk about what you have been up to the past period, seven months after the start of the customer engagement program?
"When we launched the program, we have the opportunities identified by mapping a generic customer journey with representatives from different disciplines within the organization. So the journey for all our customers, including the moments of truth , but also the (un) -bewuste moments around it. "
"We first have the current customer experience mapping, which gave us a lot of insights. We are consciously looked at what was needed to make quick impact on our customers and how our colleagues were able to achieve this in practice."
"Then we have the customer journey with about eight customers in a session outside-in development. That we have brought to the realization that some things are a little different than we thought if you look for example to needs in different areas. You simply can or create a generic journey, but it does have greater depth needed for the specific markets in which we operate. "
Can you give an example?
"A smaller organization would be care-fully technically, while large financial institutions themselves large IT staffs have much more specific needs."
Customer engagement canvas
How have you translated the results of the customer journey to the customer-engagement program?
"We work in a scrum process with stories and define our priorities with a backlog . We do sprints of four weeks in which we work in multidisciplinary teams to stories, through the organization and the three markets go. Consciously, because we want to have cross-fertilization as much as possible. "
"In parallel, we have created a customer engagement canvas' to get the customer experience we strive with all its actions in the retina of anyone."
"In the canvas we have the vision and dream that had already been developed previously translated into more concrete elements. So are outlined our strategy, the desired customer experience and what that means for the behavior of our colleagues. For that conduct some work experience is also required and leaders must facilitate this. "
"So it all hangs together. If you ask us what we want customers say about us, is that they feel acknowledged, understood and hit. This means giving our sincere attention, behind the actual needs of our clients come and exceed expectations. to this we also send real. "
How do you do that?
"We have a different theme each quarter within our program. The first quarter was about sincere attention. We then a workshop on corporate flirting done. That gave very practical tips like: turn your phone off or put any laptop between each other as you are talking. But still challenging: how to make a real connection with the other. "
"The second quarter was about" They get me . "About the customer feel that he really understood by us. We have the whole company followed a workshop on how important it is to stand in the shoes of the customer and listen to yourself we have started working during brainstorming sessions with questions like. what does it mean for me to really listen and how we ensure that we better understand the customer and help to make them more popular with their customers? so how cRM platform helps them, will also ensure that the system they are going to make more beloved to their customers? "
"The third quarter we kicked off by himself to surpass the expectations of our colleagues at our quarterly meeting. We have done this in a playful way with a pop-up -borrel, but also by ensuring that all presenters extra mile did that night ".
How employees are helped to companies 'engagement'?
"That's quite a challenge. We try to involve colleagues, let them think and to develop business itself. We also make meetings as fun as possible, using visuals and arrange brainstorming sessions with each other. For example, what customer engagement means really well in practice in our daily work. We are also actively looking for clues to bring the issue to staff's attention and offer tools and tips to put it into practice. "
Customer challengers board
What is the role of customer challengers board that you have rigged?
"The customer challengers board is an advisory board consisting of customers, partners and other external parties. They need our gene challenged to do better for our customers. In those boards are a customer experience manager at a major airline, Steven van Belleghem, Ralph Nieuwland our customer Obvion, our CEO Emiel Putman and myself. "
"The calendar changes every session and is about important developments at that time. For example, we have expanded the last time on KPIs and ROI on customer engagement initiatives. Think of KPIs to the NPS and the emotional value , the metric that our client also uses Obvion. "
"The challengers board is an interactive exchange between people representing different points of view, we have made a conscious choice for experts who are already ahead and give creative life examples A subject is, for example:.." How do you justify the investment in time and money and what is the ROI? "
"We are more than ever concerned with the customer's customer and how we can contribute to improving the customer perspective."
results program
Talked about ROI, what have you customers actually notice any customer engagement program so far?
"I do like delivery manager itself many project evaluations by customers. The approach of the conversations we have changed with customers. We are more than ever concerned with the customer's customer and how we can contribute to improving the customer perspective. "
"I ask myself often to the customer if he or she has the feeling that we give sincere attention or to be understood by us. That provides a lot of open and honest discussions on where to tell customers clearly what they are good and less good."
How do you notice that you have triggered customers by having on customer engagement?
"If customers have a question come up with technical specifications, we also ask why they want this and what their customer has in mind. That brings instance awakening underway, think of an IT employee of a bank which itself has hardly any customer contact. But indeed we now ask much more from [smiling, Ed.] Sometimes ad nauseam. "
And there are naming concrete results?
"Quite frankly, it is actually still too early to say anything about the results. We are still working, we learn a lot about what does and does not work. "
"We have recently made our first half-year assessment which showed that the hockey stick effect still has to come We have some, but there is still plenty to do:.. Customer satisfaction in March was 7.6, which has a 9 on 24 months. The NPS was +16.1 in March, which is also room for improvement. "
"We are going to do a new NPS measurement, we think there is about to measure the NPS transactional. We are currently working to implement the NPS in our support for the handling of cases. The visibility of all activities of the customer engagement program for customers to increase. "
Where you see differences with the original method, so before you started this program?
"We are especially looking for things that have a structural impact on the customer experience."
"We have therefore developed approximately ten new propositions, with overlap in existing products and services. An example of a proposition is business transformation . Here we guide clients in their customer engagement trip. We offer it workshops for the purpose of developing a customer -engagementstrategie and determining the desired customer experience. We are also developing a new website, where customers can determine their maturity in terms of customer engagement in order to find the right products and services. "
"Another example of innovation in our services ' hyper care ', where we have prepared a whole team for a customer as we implement a new system. It is for the customer the supreme moment to compare and with the birth of a child or get the keys to a new home. at times like that we need to provide better overall care, before, during and after. "
"But the real profit so far is the focus on the things that matter to the customer. With colleagues is the awakening came to think about the customer's customer and what she makes of what we do. They also ask previously to customers if they do not know. I hear more and more colleagues to share among themselves examples of what works. in addition, we pay more attention to our own behavior in creating the desired customer experience. "
"We are especially looking for things that have a structural impact on the customer experience."
Enthusiasm and recommendations by customers
My personal view is that the highest tip of the pyramid of customer engagement that customers are enthusiastic. Therefore you acquire new orders and customers through recommendations from happy customers, the so-called super promoters. Only then you have really good for each other. How important are super promoters, customers who currently active for you?
"Super Promoters are very important. We do not do cold calling, new orders come to us almost exclusively in through recommendations. We see this clearly reflected in our audiences. Agribusiness is a good example. People from this market really only check only whether those beautiful stories they have heard about us really true and then customer. "
To what extent are recommendations made by your customers and how do you measure it?
"We ask customers whether they want to be a sponsor. We also NPS which customers choose whether they would recommend us."
To what extent are there for you superpromoters also separate activation efforts made to keep them actively recommend?
"Good question. I think we can do even more. However, we regularly organize events, we find that engage customers and work together to bring contagious. "
learnings
What are your four key learnings?
"I see four learnings First:. Management needs to lead the change . The management has to put down an important role in an inspiring vision, to tell the motives and act in line with the vision."
"Ten tweed: do not think too big to make renovations or planning Take baby steps, experiment and keep it the speed to maintain the strength and focus.."
"Thirdly. Win the trust of colleagues Locate the connection and make sure you continue talking to everyone Visuals help the conversation.."
"And finally, make sure that it is fun and think of appreciation behavior and results are indeed linked to their personal objectives.".
What tips and advice do you have for other innovative companies that want to provide better focus on customer?
"The most important thing is that you can not just focus on the digital side or only on the human side, but you're going to think integral and do. Both are necessary for success. And try to figure it out all by yourself, but do it together. Work from the why , making your brand really believe that the intrinsic motivation of employees will rise. "
next steps
What is your next step? What opportunities are there?
"The impact and the visibility of what we have to offer to the customer, must be increased. We have been doing great things, but we have to show it, " be good and tell it . '"
"We must especially make speed and show visible structural results to customers, for example by offering new propositions. We can deepen towards the market, the customer journeys are still engrossed in the market segments."
"We also want to create more depth in unexpected and spontaneous things for customers. We want to ensure that customers are recognized, understood and touched feel by us. But we have happily until the end of 2017 to get this right on track and provide more joyful and enthusiastic customers. "
What should be at the end of the program reaches the end of 2017?
"We then have five customers program customer engagement through from A to Z, both the digital and the human ashes. That's one of the ways we measure whether the program has been successful. We recommend at this time a of our clients, a training institute recently the program itself started. we bring to existing clients parts of the program. for example, discussing the canvas and advising in the field of change management. and advice to the digital side of the cRM platform that we offer. "
What is your dream for your clients?
"My dream is to not only say we have a customer engagement company , but that we ourselves are the shining example for our customers. We're not there yet, but I think we have everything in us, also in terms of culture to be a real customer engagement company. "
No comments:
Post a Comment