Linking Customer Experience to Value
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For gambling giant Kindred, the customer experience is inextricably linked to revenue. In the competitive world of online gambling, customer experience stands out and in his presentation at Qualtrics Converge Europe, Customer Champion Christophe Dhaisne explains how it’s linked to value for the business.
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Linking Customer Experience to Value
- 1. #QualtricsConverge Linking Customer Experience to Value Christophe Dhaisne, Customer Champion, Kindred Group
Editor's Notes
- Comment from Bryce, Qualtrics: ”If you could, give a little bit of background on Kindred and your digital business model. There will be many individuals in the room that are in purely digital roles within their organization. I want them to see that all of the principles you are teaching around customer and brand experience apply directly to digital experiences.”
- Started to capture customer feedback
- Allowed us to identify customer pain points
- Focus your attention on a selected few drivers. We measure more than 100 drivers. So where to focus? What matters the most to our customers?
- Yet, we found ourselves not with an outside-in perspective. We just found ourselves outside. Away from the influence. How do you explain what drives customers to come back? How do you explain what matters the most to you? I’ll share how we managed to get back to the sunny side. Everybody tracks NPS – do you? What’s an increase of 5 points worth to your company? Move from descriptive to prescriptive – know where to focus Need for connection between CX and business value (ROI)
- We track NPS like many other. Do you know the financial value of increasing your NPS with 5 points? Until recently we didn’t. We didn’t know what drove NPS either.
- We teamed up with Data Analytics Listen to VoC correlation analysis between nps and drivers Key driver analysis Invested in analytic approach
- Correlation analysis. Tells us what drives loyalty
- Allows us to assign value to CX projects. And prioritize projects based on the value it brings to the business.
- Analytical approach allows us to understand what to focus on.
- Discrepancy between marketing communication (LINC) and the perception of the statistics we offer.
- Get a seat at the strategic table Wide company buy-in