Tag Archive of: nps

Look at this photo. Isn't it a brilliant moment of fame? These are the winners of the International CX Award 2019 for Best Customer Experience Team: the CX team of KCB Bank. This bank is located in Kenya and their CX team nailed it when it comes to CX. What can you learn from them? I will share my insights, as I was one of the judges of this category and the host of the Awards.

1. Name of your CX team

When you are in the profession of Customer Experience Management, you want to differ from other teams within your company. You are responsible for the customer and the change within the company into customer centric behavior. You are there to elevate these KPI's that matter. It could be NPS or CSAT, but that is what you are there for. So, what is your team name? The CX Team of KCB, named themselves Team Possibilitarians. To propel the customer experience agenda, they have made the KCB Customer Experience Team a fun place to be, as they believed that offering delightful customer experiences can only be natural and seamless in a fun, but yet an official setting. Smart!

2. Business rationale

Customer Experience Management is a business profession. That means - as CX professionals - we are there for a business reason. To deliver business value: to customers and therefore to the company. To create a competitive advantage, to help innovation, to boost a customer centric culture. That is also what CEO's expect of the CX profession. Within KCB, the team is led by Job Njiru. The banking industry in Kenya, faced homogeneity and a dynamic environment created by Customers. The CX team had to look for clear paths to help remaining the market leader in a very competitive market. Customers demanded personalized and differentiated experiences. They required products initiated by their requests and the products to meet their expectation of reliability, speed, efficiency, low cost and convenience. KCB thought of a plan to ensure that their customer needs are met. In 2018 a Customer Experience Division was created within the bank as an independent division, reporting to the Chief Operating Officer, "to eat, think, dream and sleep as the customer". To align that, they created a business metric that really measures CX support across all staff, named Rate My Support (RMS). The team has grown in score and helped building a customer centric culture across the business, helped meeting customer service level agreements by reducing TAT on complaint resolution from 72 hrs in 2017 to 24 hrs in 2019, improving NPS by 5 points up, making them the market leaders in the Kenyan banking industry. So, the question is: what is your business rationale and how can you show your success?

3. The CX Story for change

How do you engage the organization? Do others understand what you are doing with your team? Do they know what to do and how? What I love about the CX team of KCB Bank, is that for 2019, they decided to focus on the 4E's of customer experience which for them are Emotion, Expectation, Effort and Execution. This has helped building customer trust, enhancing customer understanding and building a community of believers who advocate KCB globally. What is your acronym? Your list of 4E's (or other elements) that creates engagement and that are memorable elements?

Congratulations to all members of the CX #TeamPossibilitarians of KCB Bank with your win. It was a fierce competition in this category within the awards, but you so much deserve it. And for all readers of this blog: will you also compete in this year's International CX Awards? It will help you within your company as an authority and it will give you the praise you deserve. I certainly hope to meet you and challenge you to compete on the Elite Podium of CX!

 

** Nienke Bloem is an expert in Customer Experience (CCXP), both as Trusted Advisor, Keynote Speaker and co-founder of the customer experience game. Do you want to read her blogs or learn more about her? Visit her website or subscribe to her monthly CX Greetz. **

** Feel free to comment on this blog and share it in your community! **

The call center agent, a friendly lady, finishes the conversation; “Madam, you will receive an email with a survey later. This also asks you to give me an evaluation. This is meant for my personal review. What rating would you give me? Between 0 and 10? ". While she poses this question, I am taken by surprise, and stammer: "A nine... " She doesn't ask why I give this number and we end the call. (these are not the exact words that have been said, but it reflects certainly the drift of the conversation)

Is this new? That a call center agent first asks for the rating? For me it was clearly a first and I really don't get it. From the profession of Customer Experience, I question these practices.

Looking back at this conversation, I recognize three cases of Gaming, which I have given names to make them recognizable for you. (Gaming is a term about influencing scores (NPS, CSAT, CES, and so on)

  1. The effect of asking about the grade and that this was important for the personal assessment of the call center agent. I call that bribery.
  2. The effect that I am taken by surprise by this question and I don’t want to give her a bad feeling in this very short phone call. So I give a relatively high mark, while the conversation was really not worth it. I call this the effect of social desirability.
  3. She first reports that I get a survey and then ask me personally how I evaluate her. I call this "framing", with the effect of a higher chance that I complete the survey. And so the company gets a higher response rate and a higher mark.

What's most striking to me, is that I have not received a survey a week after the interview.

I also wonder why I have to have a survey. Don't they have speech analytics that can extract the grade from the conversation? And what is even more striking, of course, is that the employee does ask for the grade, but is not allowed to put it into the system herself. Which, by the way, often causes Gaming, because what is nicer than giving yourself a higher grade. Especially if it is low by accident?

The most important thing when asking about customer feedback is of course curiosity. Curiosity about what I have experienced as a customer. What was good, what could have been better. Not the outcome in a figure. That is where things go wrong. Sigh. Deep sigh. She has my number, a nine, but as a customer I couldn’t care less, because the conversation was really mediocre.

Now I am curious. Which forms of Gaming have you experienced in the past weeks? What examples have you seen of Gaming that were merely about numbers, not about learning what the company could improve?

 

** Nienke Bloem CCXP is an expert in Customer Experience, both as Keynote Speaker, teacher of the 2 day CX Masterclass to prepare you for the CCXP exam and she is co-founder of the customer experience game. Do you want to read her blogs or learn more about her? Visit her website or subscribe to her monthly CX Greetz. **

** Feel free to comment on this blog and share it in your community! **