Optimising the Customer Experience

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Optimising theCustomer Experience
Arthur West - UK
11th EUROPEAN COMMERCE REGISTERS FORUM BELGRADE
2008
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Our Challenge

• Make it Simple
• Shift to Self-Service
• Shift to Electronic
• High Satisfaction

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Our Approach

• Understand customer requirements
• Involve customers in design
• Track
• Usage
• Satisfaction
• Journeys
• Seek feedback
• and act on it

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Usability Testing

• Before Launch
• Real customers
• Designers, developers and support staff
• Observe Learn
• Act on weaknesses
• Re-test
• Launch with confidence!

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Measuring Satisfaction
By service
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Measuring Satisfaction
By service dimension
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Customer JourneyMapping

• Map process
• Who does what when
• Map customer experience
• Stages
• Feelings Satisfaction
• Moments of truth!

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Example Journey

• CH Objective
• Deliver a better online experience
• Customer Task
• Registering appointment of new director
• Transactional Channel
• Online using WebFiling.
• Customer Type
• Accountant, 1st time WebFiler

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Customer Experience Map Steps and Moments of
truth
Finish
Start
Moments Of truth
no postcode details?
no Personal data?
unsure of authority?
cant find right option?
has no codes?
chooses paper form?
acesses WebFiling menu and chooses Company
Details option
selects appoint new director
enters consent-to-act data
submits receives email confirmation downloads
PDF copy of data sent
logs on to WebFiling
enters director details
Indicates authority to act
New director appointed. Accountant advises
client of need to notify CH
goes onto CH website for form. He is signposted
to WebFiling
Key steps
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Customer Experience Map Feelings and
satisfaction
Found it!
Apply receive security code
Enter details
Enter details
WebFiling is easy to find from homepage
Email confirmation received
Log in to WebFiling
- Satisfaction
Used to doing this on paper
Cant find appointment option
Unsure of selection
Wait for authentication code to arrive in post
Contact client for personal information
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• Any questions?

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Optimising theCustomer Experience
Arthur West - UK
11th EUROPEAN COMMERCE REGISTERS FORUM BELGRADE
2008