DATA DRIVEN CX; DE NPS VOORBIJ - Underlined presentation by Theo van der Steen and Max Werkhoven
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DATA DRIVEN CX;
DE NPS VOORBIJ
Underlined presentation by Theo van der Steen and Max Werkhoven
1 11/2/19 MIE 2019
ABOUT UNDERLINED
We help organizations in their data driven customer
experience approach, for that we deliver:
• Underlined hub for CX Analytics
• Data Driven CX consultancy
• Ready to go methods and tools
• Education in data driven CX
Our team of CX Analytics Consultants and Data Scientists help
to connect your journey’s to data and provide insights and
interactions that enable you to connect and accelerate with
your customers, to become a 9+ company!
DATA IS YOUR POT OF GOLD! 3 11/2/19
TRENDS | DATA-DRIVEN IN A CHANGED WORLD INSIGHTS ARE THE NEW BLACK 4 11/2/19
DATA-DRIVEN IN A CHANGED
WORLD / CAPTURING THE RIGHT
DATA
JOB TO BE DONE
“ “Our long held maxim - that understanding
the customer is the crux of innovation - is
wrong. Customers don't buy products or
”
services; they "hire" them to do a job.”
Clayton M. Christensen
5 11/2/19
DATA-DRIVEN IN A CHANGED
WORLD / CAPTURING THE RIGHT
DATA
PEAK-END RULE
“ There is a confusion about experience and
memory. We actually don’t choose between
experiences, we choose between memories
of experiences.
Daniel Kahneman
Nobel Prize Winner psychology ”
6 11/2/19
UNDERLINED DATA DRIVEN CX MATURITY SCAN 7 11/2/19
LET’S START DATA DRIVEN CX
What is data driven CX? Where and how can I get the right knowledge
to understand what I can do in my own company?
8 11/2/19
LET’S START DATA DRIVEN CX 9 11/2/19
NPS OPEN FEEDBACK How do we get insights out of the open text field answers in customer feedback surveys? 10 11/2/19
NPS OPEN FEEDBACK
Customers Feedback Tekst Mining Organisation
11 11/2/19CX INSIGHTS FRAMEWORK
How can we connect the dots! Align corporate direction,
management decisions and value models with your core customer
journeys and impactfull change initiatives.
12 11/2/19CX INSIGHTS FRAMEWORK
Main objective of
Measurement
Understand
Framework Opportunities
CX KPI’s CX KPI’s
Influencing factors
of KPI’s Emotion/NPS
Connected to
journeys/
touchpoints
Drivers
Strategic models, such
as: impact, drivers Journeys
and loyalty & Impact
Examples based on fictional dataDATA SCIENCE MODELS
Continuously optimize the customer journey for claims, where we would like to have a
digital first approach with maximum customer loyalty!
14 11/2/19DATA SCIENCE MODELS
Examples based on fictional data
15 11/2/19DATA SCIENCE MODELS
Point of measure Point of measure Point of measure
Examples based on fictional data
16 11/2/19DATA SCIENCE MODELS
Drivers NPS
CX KPI’s Journey: emotion and impact
Drivers journey
Examples based on fictional dataMINING OF EMOTIONAL JOURNEYS
How can customer journey insights lead us through proces optimization?
18 11/2/19MINING OF EMOTIONAL JOURNEYS
Social media
JOURNEY MINING: EVERY SOURCE HAS ITS OWN STORY!
Mobile Online
For an omnichannel 360 degree customer view, you need
to connect the dots. Capture your customers’ experiences
and the data sources that fuel their story:
Telephone Customer Question Physical
CRM Customer View Big Data
Store
Back office Customer Process
Social Customer Experience
Online & Mobile Customer Behaviour CRM
Research Customer Perception
19 11/2/19MINING OF EMOTIONAL JOURNEYS
Here’s an example of a 360 customer view set mining
In short: combine the usual with unearthing other, supporting and sometimes unusual data, but..
20 11/2/19MINING OF EMOTIONAL JOURNEYS
SURELY, THIS MUST BE MAGIC
Automated data gathering Text mining/clustering Process mining Predictive analytics Insights/dashboarding
The answer is yes , it is!
• No SQL • Parsing • Markov • Random forrest • Tableau
• Scraping • Stemming • Web to call • Regression • Making actionable
• Continuous updating • Machine learning • … • K-means • …
• … • K-means • Feature selection
• … • …
What do we know What do our customers How do do
How customers move
customers What is my customer What do I need to
about the customer want/ask at different through
move ourour
through going to do? adjust in my
journey if we combine moments in time and organisation? organisation to improve?
all our data? where are the current
flaws? What makes a
customer (dis)satisfied? How do my changes
What are the most impact my client
frequently used paths? (satisfaction)?
(Where) do we see When do my customers
Questions from the business
concentrations? need contact?MINING OF EMOTIONAL JOURNEYS
APPROACH: ESSENTIAL STEPS
Customer
Start up Order Order
Before After
phase phase completion
Company
Examples based on fictional data
22 11/2/19MINING OF EMOTIONAL JOURNEYS
WHAT DOES IT LOOK LIKE, THAT FIRST GLANCE AT DATA?
Two NPS surveys in one
enquiry proces, second time
customer fails to reply
Different
customer
channels
Contacts are closed
and reopened Duplicate information caused
by merging information from
different systems
Extreme amounts
of unstructured
data per customer
Customer requires
many contacts for
resolution
Examples based on fictional data
23 11/2/19MINING OF EMOTIONAL JOURNEYS
LET’S START TO ENRICH DATA WITH JOURNEY CONTEXT…
Bron Actie Kanaal Timestamp Subject Journey Episode Activiteit Event Onderwerp
SF Case Startproces Backoffice 5-10-2015 18:25 Pensioeningang op 04-2016 Pensioen Startbrief 1 1 Ingang
SF Task Startproces Post Uitgaand 7-10-2015 06:43 Pensioeningangsbrief Pensioen Startbrief 1 2 Ingang
SF Task Contactmoment: telefoon Telefoon Inkomend 11-11-2015 09:58 Gesprek 11-11-2015 10 Pensioen Startbrief 1 3 Geen onderwerp
SF Case Contactmoment: telefoon Telefoon 11-11-2015 10:06 Informatie prepensioen Pensioen Startbrief 1 4 Prepensioen
SF Task Ingestuurde stukken Post Inkomend 13-11-2015 08:02 Onbekend Pensioen Startbrief 1 6 Geen onderwerp
SF Task Eindproces Post Uitgaand 13-11-2015 08:58 Gegevens compleet Pensioen Afhandeling 1 7 Gegevens compleet
SF Task Contactmoment: telefoon Telefoon Inkomend 22-12-2015 09:38 Gesprek 22-12-2015 10 Pensioen Nafase 2 1 Geen onderwerp
SF ContactMeasurement Contactmoment: telefoon Email Uitgaand 22-12-2015 09:50 NPS Meting Pensioen Nafase 2 4
SF Task Contactmoment: telefoon Email Uitgaand 22-12-2015 09:50 E-mail Pensioen Nafase 2 5 Geen onderwerp
SF Email Contactmoment: telefoon Email Outbound 22-12-2015 09:50 Besproken informatie Mijn Omgeving Pensioen Nafase 2 6 Zelfservice
SF Case Contactmoment: telefoon Telefoon 18-2-2016 12:42 activatiecode aanvragen Pensioen Nafase 3 2 Zelfservice
SF Task Uitgaande stukken Overig 21-2-2016 16:21 Uitgaand Post Pensioen Nafase 3 3 Geen onderwerp
SF Case Contactmoment: telefoon Telefoon 1-4-2016 16:51 Prepensioen storting Pensioen Nafase 4 1 Prepensioen
SF ContactMeasurement Contactmoment: telefoon Email Uitgaand 1-4-2016 16:54 NPS Meting Pensioen Nafase 4 2
Examples based on fictional data
24 11/2/19MINING OF EMOTIONAL JOURNEYS
… AND COMBINE IT WITH NPS INSIGHTS: PERCEPTION & EMOTION
The type of experience is
highly dependent on the
particular process involved
Examples based on fictional data
25 11/2/19DATA-DRIVEN IMPACT
IN THE ORGANISATION
“ The tipping point is that magic moment
when an idea, trend, or social behaviour
crosses a threshold, tips, and spreads like
”
wildfire.
- Malcolm Gladwell
26 11/2/19DATA-DRIVEN IMPACT IN THE
ORGANISATION | YOU AND THE BOARD
The CX disconnect
Walker asked over 550 CEO’s and 400 CX professionals and found out a disconnect in
language and actions
Recognizing what CEOs value and what ultimately drives competitive advantage,
CX and data professionals must:
1. Align their efforts with the business outcomes CEOs want. CX and data
professionals must connect the dots and show how CX initiatives result in concrete
outcomes.
2. Plan innovation, design a roadmap to alternate customary break fix activities with
breakthrough initiatives.
3. Build an engaged customer-focused workforce by helping (inspiring) employees
identify with the programme, the customers and have their voice heard.
27 11/2/19DATA-DRIVEN IN A CHANGED
WORLD / CAPTURING THE RIGHT
DATA
HEART AND HEAD
Let’s simplify: never forget it’s about the
heart and the head playing together.
Sometimes it’s just very different
(emotional) drivers that cause behaviour…
28 11/2/19DATA-DRIVEN IMPACT IN THE ORGANISATION
| GOOD READS
You know your standard books on strategic innovation…
TIP: Here’s 5 off-beat reads to spark new ideas.
Stephan van Slooten https://hbr.org/2017/01/ Steven van Belleghem https://hbr.org/2001/09/ Gerry McGovern
Met bijdrage Theo are-you-solving-the-right-problems the-weird-rules-of-creativity
van der Steen
29 11/2/19GOOD LUCK WITH BOOSTING YOUR NPS! 30 11/2/19
Underlined BV Mariënburg Campus (JADS) T: +31 (0)73 303 02 90 Sint Janssingel 92 E: info@underlined.nl 5211 DA 's-Hertogenbosch W: www.underlined.nl The Netherlands
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