Category: CEM

Making Customer Experience A Reality

3 Salient points from a meeting with Arnie Capitanelli, Executive Vice President of Ashley Furniture Homestore, and Author of book “Retail Street Fight”:

  • Be Strategic about the Customer Experience (What is the difference in experience you are going to make when compared to others?)
  • Be Statistically knowledgeable about Customer Experience (Metrics driven system to measure your Customer Experience)
  • Be Experimentally Equipped to Exceed your Customer Expectations Every Time (Feedbacks, Review Mechanisms, Continuous Improvements etc.,)

As a CRM vendor / implementation specialist, where do the products in the market can fit in meeting the above needs? And, what is something that we can do in making the existing products better? How can we incorporate these to handle our own customer’s experiences?

Venkatesan Sundaram

Senior Director, CRMIT

Customer Experience Management Concept : FCR

FCR = First Call Resolution

According to Wikipedia, FCR Means:

Percentage of incoming calls that can be resolved without the use of a callback or without having the caller call back the helpdesk to finish resolving the case.

You may not be a call center, but it helps to ask this question, What is your FCR? This is going to determine what level of Customer Experience you can provide as part of your CRM Support functions.

Source: http://en.wikipedia.org/wiki/Service-level_agreement

Guest Post : Managing Product Defects, via Exceptional Support

My sister wanted to buy a new refrigerator. I accompanied her to a local store as she wanted to get the feel for the design and physical dimensions before searching for the cheaper prices online. We approached a salesman in the store and detailed our requirements, he has started showing latest models and explained the cool new features of them. My sister wanted to show her patriotism by buying an Indian brand, she turned down the salesman whenever he tried to hard sell the south korean brands. She liked a fridge made by Godrej, which had a big flower on it’s door. I checked it’s power consumption and it had a label with 5 star rating from Bureau of Energy Efficiency, so our search ended there.

Before buying it, I took out my smart phone and checked it’s prices online. Surprisingly, this store was offering better prices than online shops. We bought it. The salesperson told me that they can deliver it in 3 hours and he will send a serviceman tomorrow to install it. I was bit surprised, what is there in a fridge to install? Aren’t the fridges plug&play devices (even before computers had USBs)? I have politely asked him to just deliver it and convinced him that I can do the installation all by myself.

Fridge got delivered, we have unpacked it. For such a huge size it wasn’t that heavy. Plugged it to the power supply and it has started making that noise every fridge makes while powered on. My sister started loading it with everything she could possibly put into it and still found some space left inside. I was too lazy to go through the manual for recommended settings for right temperature, just wanted to turn the knob to the middle of it’s range. As I tried, I could not turn the knob. It was stuck, by seeing me trying my sister begged me not to break it. Decided to get some professional help after slamming Godrej for this poor quality finish. I didn’t want to call the store as I declined to accept their installation (well, I’m an egoist), I called Godrej’s toll-free service number which I found in their manual. I have explained the problem to a friendly lady on telephone and she promised to send a serviceperson as soon as possible. After the call, all those bad experiences, from the past, with calling the customer support and the service request getting last in nirvana flashed in mind. I’ve started to become anxious.

But, Godrej sent an SMS within minutes after my call with customer care. The SMS had a service person’s name, phone number and a 4 digit code to be given to the serviceperson after he does his job to my satisfaction. This one SMS gave me a lot of assurance that my service request is not lost. Now, I have a hold of a service person with that 4 digit code and real phone number (without extensions). The bad experiences of the past have just lacked this sense of assurance the SMS has provided. My anxiety has been wiped out.

Little later, the serviceperson called and offered to come by next morning. Next morning, the service person came and replaced the knob in minutes and I have given him the code, he left happily. All went well. This has been such a good experience, we have forgotten that Godrej delivered a brand new fridge with broken knob in first place. Big kudos to that person who has really thought through this process to delight his customer.

Yeasix

For the people who haven’t met me, I prefer to go with the name yeasix (supposed to mean ASICs) as my twitter handle. I’m an Electrical Engineer who loves to force the semiconductor elements to get the job done, a.k.a ASIC/chip design. Freshly backed Returned-Indian after spending 12 years in Germany for studies and work. New to Bangalore and it didn’t fail to amaze me

Idea Engineers Exchange On Customer Experiences

Recently, I attended an event on “Idea Engineers Exchange” focusing on Customer Experiences. Many professionals / technologists / business analysts from different organizations were part of this interesting event. Sharing my notes from this event here:

Session – 1

UX / CX , Channels with commerce : Intro by Prashanth

  • Forrester, CXI , Customer exp index .
  • Defects found by customer
  • Customer repeat purchase
  • Likely Experiences for referrals
  • Translate above experience to revenues
  • Incremental revenues generating – $2M $ …by referrals
  • Customer, Retailer to manufacturer communication channel on defects
  • Consumer psychology innovation

Subhradeep Guha, SAPIENT NITRO, Global capability leader, Country director

  • What is digital commerce?, Inform, inbound , engage, advanced version of e-commerce, virtual e-commerce
  • Shopping experience digitally, ASOS fashion finder, online shopping cart, looks , commerce application., NET – A – PORTER web site
  • CATALOG SHOPPING, MAGAZINE shopping
  • BURBERRY web site, streaming videos with fashion shows
  • Comments published in commerce application, liking on the site, harnessing impulse., chooses customer to buy a product
  • Impulse and emotion buyers in commerce site
  • FRENCH CONNECTION YOUTIQUE eCOMMERCE WEBSITE, 98 VIDEOS -> published with theme and importance, implication
  • Clothes service web sites, coming with experience.
  • Who is consumer?
  • Who is target consumer?
    • Toddler to senior citizen, Group , Not an individual, digital m/c and collection
    • 20+ ability to buy
    • Capacity to buy, access to technology
    • Influence decision making
    • Diff target segments
  • Where do they live?
  • Global Demographics stats: North America, western Europe, China, Japan,
  • India : young and less affluent
  • Age : single/no kids / child , family, older + , matters
  • Lives in NA, EU, JP, SK, SN,TW or AU
  • Next : Emerging markets,
  • AS WATSON in china opening physical stores
  • STORE FRONT in NET markets’ mid 1980, 1990s …it’s 1994
  • Retail experience with tasks changed
  • Black BOX in a jeep / car ..Like black box in airplane è In European cars / jeeps
  • Buying experience is linear experience.
  • Shopping with different channels..Shopping exp revolution.
  • Feedback , Grievance box for consumers
  • Connect Brands with Consumers, enabled by technology – connected by data & Experience space
  • What is technology / where are it’s boundaries?
  • How are we designing solutions?
  • How you prepared are you for the future?
  • Omni Channel è Brand experiences will drive revenue
  • INSTORE Experience & ONLINE / INTERNET EXPERIENCES
  • Pre purchase è Beyond the store è Post Purchase
  • (Exp : Pre shopping) (Exp : Post Shopping Exp)
  • Validation, Referrals, Ratings, Reviews, Forums, etc
  • TOUCH POINTS represent increased opportunities / revenues
  • HOME / WORK / HOARDING / MOBILES / PHYSICAL PLACES / IN-STORE è The extended experience space
  • Digitization of shopping / Digital assistance, Apple, Samsung Sleepy’s
  • Extending shop floor with variety of approaches
  • INSTORE, For ex New Balance, iPad …
  • Exclusivity
  • Store as Social Shopping platform. Shirt hanger with Likes / Ratings displayed
  • Store as Studio with multiple channels
  • Theater videos, Vending m/c / Amphi theatre, House,
  • Store design / layouts
  • Capturing Omni channel touch points
  • JC Penny
  • Apple has integrated its total Ecosystem
  • Starbucks listens to their customers à CRM
  • Why do connected experiences matter?
  • A consumer brand experience changes customer relationship

Session – II

Designing immersive exp – Subhindra venkateshamurthy

  • Immersive experiences
  • Immersion in Digital Spaces
  • Flipboard
  • Layar App
  • Extend experiences
  • How to create Immersive experiences?
  • Uniliver’s Share Happy Vending m/c è Ice Cream vending m/c Smile bigger , you get bigger ice-cream
  • Gamify
  • Connect with people’s emotions
  • Set clear goals
  • Rewards
  • Social
  • Allow for discovery
  • All games are Social now
  • Make thing’s for Fun
  • Visit thefuntheory.com ..Elevator vs Steps ..In one of shop they made STEPS like Piano, people strated using Piano steps rather than real elevator.
  • Piano Staircase: (Customer Experience videos)
  • http://www.youtube.com/watch?v=2lXh2n0aPyw&feature=player_embedded
  • Sneakerpedia , Social Recognition
  • Meaningful contribution
  • Nissan Eco-Friendly , grow tree on DASH BOARDS

Bhaskara Reddy Sannapureddy

Technical Architect, CRMIT

Google Chrome & Customer Experiences

Let us say, you are reading a long article from your favourite website. It goes on and on, you like it, but there is no time, you need to leave NOW. Otherwise you won’t be able to catch the bus to reach home.

With heavy heart, you shut down the computer, leave your office, get inside the bus, find a cozy seat… Ah, Bliss!

But, this comfort lasts only few minutes. Suddenly, you are bored, really bored. It will take at least 45 minutes more to reach home. ‘May be I can finish that article now?’

So, you take out your smart phone, open the internet browser and start searching for that article. No luck. Even after many different combination of keywords, you are not able to find it.

This is crazy, just a few minutes back you were reading that article, now you are not able to locate it. Looks like you can’t read it till you reach office tomorrow morning, switch on the same computer, and use the same browser, so that you can find the article from “Recently Viewed Items”.

Oops. This is bad Internet experience. Just because I switched to a new device (Smart Phone), I lost all my internet browsing history. Not fair!

Google realized this and they have come-up with a cute little concept called “Browser Sync” across devices. This means, irrespective of where you access internet from (Your office PC, home PC, Smart Phone, Tablet PC, any other device), your browsing experience remains the same, as long as you use Google Chrome as your browser.

For example, I may be reading a long article in PC, continue reading it in phone, go home and share it with my friends via a different PC. Tomorrow, I may be sitting with a client in their office, suddenly remember this interesting article and show it to them by opening it in their laptop… All these browsers are synchronized with each other, so that I have the same internet browsing experience wherever I am.

Now, let us not worry about the technicalities on how Google achieved this. Instead, we need to focus on how this changes the way we experience internet.

Each device we use to access internet, is a new channel. All of them connect us to the same internet, we access the same websites, but the browsers installed in those machines, make it a ‘silo’ experience. Means, Browsing internet from my computer, is different from Browsing internet from my phone, they are two disconnected experiences.

With “Browser Synchronization”, Google has totally removed this complexity. Irrespective of which channel (device) I use, my browsing experience remains the same. I can start my journey in one device, continue in another, and finally conclude it in a totally difference device. Smart!

Let us take this example to a real world scenario : I open a newspaper and there is an ‘interest’ing advertisement about a new scheme where I can get better returns on my Fixed Deposits.

I like it, decide to invest some money in this scheme. I visit the Bank’s website for applying.

Surprise. There is absolutely no information in the Bank’s Website homepage about this advertisement I just saw. I search a bit, Not able to find it.

So, I call their support center. provide details on who I am, and ask for details on how to open a Fixed Deposit using this scheme. Even they are not aware of the changed rates and promising to get back to me asap.

Now, I am frustrated. These guys want my business or not?

Problem is, I am moving between channels : Newspaper, Web, Phone : Each channel may be very sophisticad, may have excellent technology backbone, Yet, they are not connected. Each has its own way of providing information and they are not synchronized yet. As a result, I am not getting a consistent experience.

Instead, Imagine this case :

  • I see a Newspaper Advertisement
  • This Advertisement has a special URL
  • Instead of going to the regular website (http://www.mybank.com/) I go to this URL (http://mybank.com/newFD)
  • It provides me all the details about the advertised scheme
  • I can fill out a form to express my interest
  • This form gives me a Unique Code, The same code is SMSed to my phone number
  • I walk into the branch, Give this Unique Code to them from my phone
  • They have a prefilled document with all my details, where I need to just sign, provide my cheque and the account is opened… All done in 60 seconds

Now, we can go a step ahead and make it 100% electronic, but that is not the point here. Even in the second example, I switched between multiple channels (Newspaper, Web, Physical Branch), still my experience is consistent, which saves time for everyone, avoides errors, and improves the overall customer satisfaction.

Google has done it with a common browser across multiple devices. Companies need to start thinking what / where / how they can “Sync”, so that the “Customer Experience” is improved.

Naga Chokkanathan

Senior Director, CRMIT

Originally Published In : http://nagachokkanathan.wordpress.com/2012/07/04/google-chrome-customer-experiences/