12 step guide on how to increase customer loyalty by listening, analyzing, distributing insights, acting and communicating with customers and employees.

1. CX PROFESSIONALS GUIDE TO
CUSTOMER EXPERIENCE
MANAGEMENT PROCESS
IMPLEMENTATION?

2. FIND OUT IN REAL-TIME
WHY YOUR CUSTOMERS
BUY OR DON’T BUY
YOUR PRODUCTS AND
SERVICES.
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3. BENEFITS
3

4. 12 STEPS (7 ONE-TIME + 5 CONTINUOUS)
7. Integrate Systems
6. Enrich Data
5. Create an Analysis Framework
4. Create a Listening System
3. Engage Employees
2. Get Management Commitment
1. Understand Loyalty 1.
Listen
2.
Analyze
3.
Distribute
Insights
4.
Act
5.
Communicate
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5. PLAN&
PREPARE
7. Integrate Systems
6. Enrich Data
5. Create an Analysis Framework
4. Create a Listening System
3. Engage Employees
2. Get Management Commitment
1. Understand Loyalty
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6. 1. UNDERSTAND LOYALTY
• Know what the marketing has promised – understand what the
customers expect!
• Loyal customers
– Stay longer.
– Buy more and they buy more often.
– Cost less to serve.
– Insulate from price competition.
– Act as brand ambassadors.
– Provide honest, high-quality feedback.
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7. 2. GET MANAGEMENT COMMITMENT
Metrics – Dashboards – Strategic Themes – Customer Proposition - Company Values
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8. 3. ENGAGE EMPLOYEES
• Motivation – with HR
• Ideas
• Proxy
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“I am not
happy with
work-life
balance”
“I have an
idea for a
product
feature…”
“Customer
told me
that…”

9. 4. CREATE A LISTENING SYSTEM
9
Many channels
Opt-in
Intelligent Surveys
Transactional
Short
Drive volume
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CES
CSAT
NPS

10. 5. CREATE AN ANALYSIS FRAMEWORK
Consistent
Accurate
Relevant
Encompassing
h'p://www.etuma.com/blog/feedback-­‐analysis-­‐requirements
UNDERSTAND THE NATURE
OF FEEDBACK LANGUAGE
î RESOURCES
î DIY <-> TURN-KEY SERVICE
HIGH
QUALITY
ANALYSIS
• Touchpoint
– Industry Categories
• Keywords
• Category Specific Sentences
• Long-tail Categories
– Keywords
– Long-tail Category Specific Sentences
• Own and competitors brands
• Sentiment
– Category specific
– Whole comment
10
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11. 6. ENRICH DATA
• (T)NPS = Score + Comment + Demographics+ Purchase Behavior
• Demographics: Address, Gender,
• Purchase Behavior: What they buy, how much they buy, where they
usually shop
• Demographics + Purchase Behavior + Comment = Segmentation
and Personalization
• But, don’t ever ask demographic or purchase behavior information
in TNPS, because it makes you look incompetent. Enrich the data by
linking customer record into feedback analysis data
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12. 7. INTEGRATE SYSTEMS
Survey
&
Listening
System
Open-text
Feedback
Analysis
Reporting
Case/Task
Management
Management
Dashboard
E.g. Qlik, Tableau
Statistical
Analysis
E.g. SPSS, SAP, Excel
Enrich
Data
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13. CONTINUOUS
PART OF THE
PROCESS
1.
Listen
2.
Analyze
3.
Distribute
Insights
4.
Act
5.
Communicate
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14. LISTEN
Feedback
Forms/
Emails
Contact
Center Surveys
NPS/
CSAT/
CES
Support&
Product
Forums
Social
Media
Task Lists
Customer
Propositions
Company
Values
STRATEGIC
MANAGEMENT
EMPLOYEE
ENGAGEMENT
Employee
Pulse
Employee
Suggestions
Customer
Comments
via
Employees
Research
Tools
Management
Reports
Strategic
Goals
Field
Workers
Area /
Store /
Department
Manager
Statistical
Analysis
Predictive
Modelling
KPI’s
Mana-
gement
Dashboards
Mana-
gement
Reports
DISTRIBUTE INSIGHTS
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1.
LISTEN
3.
DISTRIBUTE
INSIGHTS
2.
ANALYZE

15. Analyst Tool
Case Management
Feedback Analysis Service
4. ACT
Listening
and
Survey
System
Analysis
Results
Automatic
Issue
Detection
Trends,
Correlation,
Comparison,
Weak Signals
Manual
Case
Creation
Automatic
Task
Creation
Automatic
Case
Creation
Feedback Reporting
Data Analyst
Case Admin
Case
Prioritization,
Resourcing
and
Scheduling
Role-based
Reports
Manual
Issue
Detection
Manual
Case
Creation
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16. 5. COMMUNICATE
• Tell customers how their
feedback improved the
service.
• Tell employees about
positive/negative
customer feedback.
• Tell employees how their
ideas affected product
development.
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17. THANK YOU!
17
Matti Airas, CEO and Co-founder, Etuma Ltd
matti.airas@etuma.com, +358 40 822 2010
https://fi.linkedin.com/in/mattiairas
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