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Bojan Blecic Credit Suisse
1. Building better Customer Experiences at Credit Suisse November 2007 Bojan Blecic, VP Customer Experience Client Insight Management
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4. Why we started to care deeply about the Credit Suisse Experience
5. • Empfehlungsbereitschaft - in der Schweiz Achtung kleine Fallzahlen! 37% 42% 58% 79% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Credit Suisse Retail Banking Clients Percent of clients willing to recommend main bank Source: Basisbankenstudie 1. Semester 2004 other banks Gap to leading position
6. - Vorausgesagte Verlagerung der Aktivitäten zu einer anderen Bank (2) Customers considering to change Bank (including:"yes, I will change soon / " yes, I have already thought about it") 25% 25% 17% 13% 12% 12% 6% 9% The risk of loosing customers is higher than the average... 1% 1% 2% 2% 1% 2% 3% 3% 8% 5% 10% 10% 12% 15% 22% 22% Credit Suisse other banks yes, will change soon yes, I am thinking about it Source: Basisbankenstudie 1. Semester 2004 Ø 14%
9. What happens when we 'think' we know what is good for the customer Discretion? Comfort? Clarity? Everything here is rarely, if ever seen ?
10. Even the language we use with our customers isn't quite what they need... Within a framework agreement (duration of 1 - 10 years), individual tranches (duration of 3 - 12 months) are fixed. You can choose your preferred duration for a tranche, giving you direct influence on the length of your fixed interest rate periods. Once a tranche has expired, you can select a new tranche within your framework agreement depending on how you see future interest rates developing. Alternatively you can take the opportunity in accordance with the agreement - to switch to a different mortgage model from our extensive range.
12. At the intranet as well, there are some things that might be confusing users....
13. So, why do bad experiences ever get created in the first place?
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15. • Empfehlungsbereitschaft - in der Schweiz Figure out what went wrong Customers react Achtung kleine Fallzahlen! The reason that customer experiences are poor is down to how they are created within the business Launch it Build it Generate ideas internally for new products I just don't understand it... Hey, I've got a great idea for a new product...brochure... website...HR policy... branch...software... Customers are gonna love it!
16. Culture patterns of human activity and the structures that give them significance and importance . http://en.wikipedia.org/wiki/Culture
17. Focus on the customer! Be customer focused! How the heck do I do that?
18. We have our mouths full of customers, but our practice is full of ourselves. M. Rijsberman
32. The First step in improving any customer experience is understanding that customer experience. The first step in understanding a customer experience is developing....
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34. "You can't know your customer until you've gone through your customer experience yourself." - CX Team "You can't know a person until you've walked a mile in their moccasins." - American Indian Saying
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36. Filling out a form is not always easy... ...in fact 18.5% of the forms have mistakes Increase in comprehensibility in content and usability Reduction of error rate in form completion to 9.3% (from 18.5%) Higher external and internal customer satisfaction ~ 50 % less mistakes Authors Clients
37. Experience Immersion is a technique you can use to develop customer empathy in yourself and those around you.