CUSTOMER TOUCHPOINT ASSESSMENT IN NIGERIA.pptx

The document explain the status of customer experience in Nigeria

1. CUSTOMER TOUCHPOINT ASSESSMENT IN NIGERIA ALIYU ILIAS, Ph.D President Chartered Institute of Customer Relationship Management, Nigeria

2. Assessing customer experience (CX) Assessing customer experience (CX) touchpoints involves creating a comprehensive list of all points where customers interact with a brand, understanding their experience at each stage, and then analyzing that data to identify areas for improvement.

3. Net Promoter Score (NPS)

4. Customer Retention Rate (CRR) Customer Retention Rate (CRR)  measures the percentage of customers a business keeps over a specific period. Choose a Time Period: Decide on the timeframe you want to measure, such as a month, quarter, or year. Identify Start-Period Customers (S): Determine the number of customers you had at the beginning of the chosen period. Identify End-Period Customers (E): Find the total number of customers at the end of the period. Identify New Customers (N): Count the number of new customers who joined the business during the period. Apply the Formula: Use the following formula to calculate the CRR: CRR = ((E – N) / S) × 100 Choose a Time Period:  Decide on the timeframe you want to measure, such as a month, quarter, or year. Identify Start-Period Customers (S):  Determine the number of customers you had at the beginning of the chosen period. Identify End-Period Customers (E):  Find the total number of customers at the end of the period. Identify New Customers (N):  Count the number of new customers who joined the business during the period. Apply the Formula:  Use the following formula to calculate the CRR: CRR = ((E – N) / S) × 100 Choose a Time Period:  Decide on the timeframe you want to measure, such as a month, quarter, or year. Identify Start-Period Customers (S):  Determine the number of customers you had at the beginning of the chosen period. Identify End-Period Customers (E):  Find the total number of customers at the end of the period. Identify New Customers (N):  Count the number of new customers who joined the business during the period. Apply the Formula:  Use the following formula to calculate the CRR: CRR = ((E – N) / S) × 100 Choose a Time Period:  Decide on the timeframe you want to measure, such as a month, quarter, or year. Identify Start-Period Customers (S):  Determine the number of customers you had at the beginning of the chosen period. Identify End-Period Customers (E):  Find the total number of customers at the end of the period. Identify New Customers (N):  Count the number of new customers who joined the business during the period. Apply the Formula:  Use the following formula to calculate the CRR: CRR = ((E – N) / S) × 100

5. Why Customer Retention Rate Matters Financial Stability: High retention rates lead to predictable revenue streams and a strong financial foundation. Cost-Effectiveness: It is generally more expensive to acquire new customers than to retain existing ones. Customer Loyalty: A good CRR demonstrates a business's ability to build and maintain strong, long-term relationships with its customers. Indicator of Satisfaction: It reflects the overall customer experience and the quality of your products or services.

6. Map the customer journey Create a visual map of the customer experience from awareness to loyalty, identifying key touchpoints and "moments that matter. Lets do it now in a functional manner

7. KPI for CX Process Turn Around Time Product Knowledge Ambience Attitude

8. Process in CX The "customer process" in Customer Experience (CX) refers to the entirety of a customer's interactions with a brand, from their initial discovery to post-purchase support and beyond. This journey is shaped by all touchpoints a customer encounters, such as marketing, website browsing, product use, and customer service.

9. Turn Around Time (TAT) (TAT )  is the total duration from a customer's request or the initiation of a task until its completion and resolution, encompassing all waiting, interaction, and execution phases. Minimizing TAT is crucial for operational efficiency and customer satisfaction, as customers expect quick responses and resolutions to their inquiries or issues.  Waiting in Queues : Time spent waiting for an initial response or for a problem to be assigned to the next available agent or team is part of the TAT. 

10. PRODUCT KNOWLEDGE Employees who know the product become confident experts, able to answer questions, resolve issues efficiently, and guide customers to make informed decisions, ultimately leading to higher customer satisfaction and better business outcomes. 

11. ATTITUDE CX staff attitude refers to the positive or negative mindset, personality traits, and emotional state that employees bring to their customer interactions, directly influencing customer experience and satisfaction. Impact of Negative Staff Attitudes Poor Service Quality: Negative attitudes lead to poor customer experiences, as staff may be unhelpful or indifferent. Damaged Customer Relationships: Customers are more likely to feel frustrated and disengaged, leading to a loss of trust and loyalty. Reduced Productivity: Demotivated employees are less efficient, resulting in longer wait times and unresolved issues. Harm to Brand Reputation: Negative interactions can lead to negative reviews and word-of-mouth, damaging the company's image.

12. Employee VS Customer Experience

13. Estimated Delivery time O = Optimistic Time P = Pesimistic Time N = Normal EDT = o+P+4(N) 6

14. FACTOR AFFECTING EDT Product Distance Local legislation Perennial queue/hold up Safety of life Training Technology Service Time/Location Training Communication Legal Customer need Service quality Technology

15. EXERCISE LETS DO IT INDIVIDUALLY

16. Solution = Service check – Mystery shopping Mystery shopping is important because it provides companies with invaluable, unbiased feedback on customer experience and employee performance, helping them identify strengths and weaknesses to improve service quality, ensure brand standards are met, and ultimately increase customer satisfaction and loyalty.

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