DECSimple & Digital CustomenExperienceModelAndrePires de CarvalhoPartnerdeBain&CoBAIN&COMPANY
BAINSIMPLE&DIGITALSimple and DigitalInteqrated Customer Experience ToolkitBAIN&COMPANYI
The Integrated Customer Experience Toolkit consists of five relatedcomponentsIdentidadunicaytangibleeficacesCustomerExperienceOfficeElementsofvalueRAPIDmethodology转炉eNPS andPulsecheckCustomerepisodefactoryOcentricityAdvanced analyticsservingtheImplicacionyrelevanciaInteraccionedelaspersonassdigitalesInterpretaci6nyaccion continuadas,Netpromotersystem
So far, we have identified 30 Elements of Value: Thesecan lift products and services above commodity statusSOCIALIMPACTELEMENTSWhatvaluetosociety?LIFECHANGINGELEMENTSHowdoes it changemy life?0..............................EMOTIONALELEMENTSHowdoes it feel?Ento中FUNCTIONALELEMENTSReducesrlakIntegratestimemocWhatdoes itdo?ReduceseffortcostQualityVarlatyIntormo口e元OUTWARDLY-FOCUSEDVALUE
Companies that score highly on multiple Elements of Value have higherNPSCOMPANIESDELIVERINGHIGHERVALUEMOREHIGHVALUEELEMENTSHAVEAHIGHERNPSCORRELATESWITHHIGHERNPSRelativeNPS(percentagepoints)60%mR2-0.56Mafabjs.-4760%-NumberofhighvalueelementsN(companies)810913majority of respondents gavescores 2lySource: Bain Elements of Value survev.Oct.2015. N=8.014 tested 12 industries and47 companiesHAD
We calculate NPS with a simple equationHow likelvare voutorecommendourproduct/serviceto afriend or family?NET二O/oO/oPROMOTERSCORE%Promoters%oDetractors
There are 4 different types of Net Promoter ScoresEMPLOYEECOMPETITIVEMPLOYEE.NOSBENCHMARKOBJECTIVEAny existingEmployees onlyWHOISSURVEYEDerienceSURVEYEvery1-2yearsQuarterly-yearlyFREQUENCYtriggeredCLOSED-LOOP?NoCross-functionalfunctionalProduct, palicy orhops(outerOTHERFOLLOW-UPenhancementsick wins onFrontlinetrainingMajorinitiativesCustomercall-backs
Episode, Relationship, and Employee NPS feed into closed loop feedback(CLF) of the Net Promoter SystemCUISTOMEREMPLOMEECOMPETITIVEEPISODE/CUSTOMEFBENCHMARKTOUCHPOINTRELATIONSHIPnizationalStrategy decisioGoal settingOBJECTIVELink toWHOISSURVEYEDexperienceSURVEYEvery1-2yearsWeeklyorbi-FREQUENCYtriggeredCLOSED-LOOP?NoData analysisCross-functionalduct, pollicy orops(outerOTHERloop)FOLLOW-UPenhancementskwins onFrontlinetrainingCoachingforemplayees
The score is a useful metric, but the Net PromoterSvstem's closed loop feedback drives improvementsCLOSEDLOOPFEEDBACKHUDDLE20INNERRoot causeanalysls,IndividualLOOPlearnibehaviormentatiorcustomerTeamissue escalation,mutual commitmentReceivefeedback/ideasfromWorkthroughfeedbackas ateam;kearnfromerrorsandemployees and operaticcelebrate successesdata from across the organizationAct onfeedbackandimproveWorkas an organizationtoimplementchangeand employeesClose theloop with customers,and employees
Net Promoter System - mechanisms thatsupport a culture of customer-centricitySUSTAINEDLEADERSHIPCOMMITMENTStrategic prlorty; Inspirational be havlors that ar customer and emplbye advocacy; sponsorship splineRELIABLE,TRUSTEDCURRENCY/METRICNPS/eNPS; common language; Ibyalty economicFEEDBACK,LEARNINGANDIMPROVEMENTHUDDLE11INNERIndividualRoot cause analysis,OUTERlearnibehaviorLOOPL...
