Conosciamo veramente i nostri Clienti? Sappiamo quali sono le loro esperienze nei diversi touchpoint? Come possiamo far evolvere il modello di analisi del Customer Journey, valorizzando tutte le informazioni già oggi a nostra disposizione e legate ai diversi Clienti/Segmenti? L'arrivo del digitale ci ha permesso di ottimizzare il valore delle informazioni già in nostro possesso, attraverso la costruzione di un nuovo approccio di studio della Customer Esperience, che raccolga in un unico bacino informativo, tutte le risposte in termini di Instant Feedback, così come la storica di interazione e transazioni con i diversi touchpoint multicanale della Banca. La tecnologia ci permette oggi integrazioni di grandi quantitià di dati, un tempo difficili da effettuare, valorizzando il capitale informativo ed offrendo opportunità di insight estremamente efficaci e focalizzate. Approfondisci l'argomento

1. Customer Experience 2.0
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2. Customers today are using multiple touchpoints, at
different times and occasions, often in an unstructured way.
How can Banks understand what the customers journey looks
like to manage it at the best?
Massive amounts of data are available and analysis are expensive.
The new key competitive advantage is integration
How can Banks derive the actions addressed to different segments
for actionable insight to drive growth?
TNS
Presentatio
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3. The sum of touchpoint experiences leads to customer experience
An (experience ) Touchpoint Customer Experience
is every place, artifact or is the sum of experiences
interface where a person before, while and after a contact
experiences the services or with the bank built on individual
products of a Bank (touchpoint) experiences
©TNS 2012

4. It’s a challenge to get an overview on all customer touchpoints and
customer journeys
Touchpoints differ in the type of interaction. Touch types could be
Customer Journey could be
Buying a product
Using a product
Signing a long term continuous service (i.e. remote banking)
Asking for support
Having a complaint
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5. TNS understands customers through the
Integrated Customer Experience Management
Strategic Relational Customer Sat Tactical Transactional Customer Sat
Understand customers and discover new Learn from your customers how to optimize a
opportunities service process
Is my customer retained enough for ongoing Did we keep service standards?
business? How consistently are customer expectations met?
Will he recommend us? To whom (new business)? Which moments of truth were handled best?
Opportunities to sell new products ? Are there still weaknesses in customer service?
Which needs does my customer have in the future? Do we have to follow-up on a complaint?
Which company processes need to be improved Do we secure sustainability of this continuous and
from clients’ perspective? timely feedback to our employees
Which measures should be taken to improve these
processes?
Identification of concrete measures
to optimize the processes/ underlying
Identification of the guidelines for that need to
transactions. Define service standards and
brought and their priority!
implement them
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6. How we do it

7. We think that the integration of processes, methodologies and
results is key for real insight and successful management
A single central Engine which
manages all relationships and data.
Optimised to manage sample,
fieldwork and results reporting,
completely automated.
A flexible system, designed for the
future, where new data sources
(e.g. social media) can be
integrated.
©TNS 2012

8. for further details
please contact
Fabrizio Andreose
Account Director - TNS Italia
tel. +39.02.27.07.21
@: fabrizio.andreose@tnsglobal.com
©TNS 2012