Leading enterprises from different industries reach their CX objectives with Alterna CX
Agile approach improves critical customer journey
TEB BNP Paribas is one of the most innovative banks in Turkey. The bank defines its strategy as “to be the most recommended bank in terms of customer experience”. With Alterna CX, TEB BNP Paribas listens to voice of its customers in a structured way, measures NPS, analyzes the drivers of experience and takes actions for improvement. With actual outcomes in journey redesign, TEB BNP Paribas also represents how agile cross-functional teams can deliver results in large organizations and overcome silos.
One of Turkey’s oldest and most deeply-rooted financial institutions, TEB began its banking operations in 1927. The bank entered into a strategic partnership with BNP Paribas, a global bank active in 73 countries and Europe’s number one bank, in 2005. TEB gives its customers access to BNP Paribas’ global vision and operational capabilities.
TEB uses a customer experience model based on four pillars covering measurement, research, design, and actions. However, with their previous voice of customer solution, the bank was not able to fully leverage this model to improve customer experience. Voice of the customer was not collected across all engagement channels. The CX team was not receiving NPS and other customer experience insights immediately on their dashboards for analysis. Actions were not in real time, and initiation of customer journey improvements across the organization was not connected and trackable.
Together with Alterna CX success management team, TEB re-launched its journey measurement and NPS program. The team designed all their journey measurement in Alterna CX solution interface to listen to voice of its customers using branch, call center, internet branch and mobile banking.
The bank can now collect customer feedback through all of its customer engagement channels, including, SMS, Live Agents, IVR and also to be extended to include digital channels like their website and mobile apps.
Dashboards enable the CX team to monitor changes in journey performance and NPS in real time. The insights generated from Alterna CX are used by multiple departments and employees ranging from customer experience to CRM and digital teams to contact center.
TEB also connected its internal complaint management system to Alterna CX, which enables contact center agents to initiate call-backs and retention actions if necessary.
Today, journey feedback and learnings from VoC powered by Alterna CX is a crucial insight for the customer experience redesign efforts led by the agile service design teams. The teams use behavioral data, voice of employee and voice of customer feedback to identify the root cause of critical issues and experience redesign.
A recent example was the redesign of the customer loan journey. TEB CX team observed that the initial step of loan application journey had relatively low NPS from Alterna CX. With further analysis in digital channels, the team identified specific areas that resulted customers to drop out in the middle of the application process. The open-ended comments enriched understanding of the causes of low performance. Led with these insights, the agile team initiated an improvement process. After completing the as-is journey and empathy mapping for the related personas, TEB identified 20 quick fixes which had an immediate impact on business results.
Using Contextual Relevant to Drive Continuous Improvement in Customer Experience:
Europe's leading bank manages CX proactively
Akbank, one of the leading banks in Europe, uses Alterna CX to measure customer experience
Akbank, one of the top four banks in Turkey and a leading bank in Europe with more than 7 million active customers aspires to deliver the best customer in the market through its innovative omni channel banking model. The bank uses multiple customer experience studies to track and improve customer experience.
Although Akbank’s previous customer experience management solution handled its transactional NPS program, it was not able to deliver real time insights and actions needed by Akbank to improve customer experience every day. Since Akbank employees across branches, contact centers and digital channels did not have a clear and timely view of performance, their engagement level was limited. Furthermore the bank did not have an integrated text analytics capability to categorize NPS survey comments and Social Media by topics which made it difficult to understand the drivers of customer experience.
With the challenges in mind, Alterna worked with Akbank to design and implement a world class program to achieve Akbank’s goals of proactive customer experience management.
Today Alterna CX handles the NPS program of Akbank covering branch, call center, internet banking and mobile banking channels. Out of millions of banking transactions a day, Alterna CX picks the customers to be surveyed based on the representation rules defined by Akbank customer experience team. In addition to NPS surveys, Alterna CX text analytics engine categorizes open ended feedbacks from customers as well comments on social media and internet to form a 360 degree of the voice of customer. Customer sentiments and conversation topics about the bank and its key competitors are identified and reported every day.
System delivers real time customer experience insights and reports to more than 10000 bank employees across different departments based on their roles and performance objectives. From tellers in the branches and portfolio managers to call center team leaders, each employee is able to easily track his or her performance from Alterna CX. Similarly in the headquarters customer segment managers , digital bank managers as well as product managers are able to see real time view of the voice of customer as well as its progression.
Understanding potential action areas from customer feedbacks and routing them to the right division is also a priority for Akbank. Both detractor alerts based on NPS surveys and priority topics in customer comments categorized by text analytics are put in place. In the case of low performance, Alterna CX routes alerts to the right people in the bank for interventions through integrations with Akbank’s CRM system.
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Top retailer improves CX
Koçtaş is the number one home improvement retailer and part of the Kingfisher Group in Europe. The company increased its Net Promoter Score by 60% only in nine months and boosted its customer-centric culture with Alterna CX. Real-time feedback collected from customers enables stores to resolve customer issues immediately; front-line employees have visibility into store results to make critical improvements with high impact.
Koçtaş, the top home improvement retailer with more than 10M transactions on a yearly basis across its 50+ stores and e-commerce site has a vision to be a perfectly operating omnichannel company. Koçtaş aims to measure every touchpoint, collect real-time feedback and improve continuously across the customer journey from purchase through delivery.
The past efforts in the Voice of Customer program were far from achieving their ultimate goal. Customer feedback was collected periodically but at infrequent intervals and less quantity.
Reading open-ended customer feedback and making actionable sense out of it was a time-taking hurdle for the team. Without a timely view of customer feedback, store staff, delivery teams, and call center agents were unable to learn about their shortcomings and take corrective action in time.
Customer centricity often got limited to KPI tracking focus rather than diffusing into the DNA of the organization. Koçtaş was in need of an omnichannel capability to manage customer experience seamlessly and engage the organization across all its physical and digital channels
We partnered with the Koçtaş team to design and implement a seamless NPS program across all its physical and digital channels. It took less than a month to design and go live the NPS program, that has 10+ touchpoints, 4 survey execution channels, and 4 integration partners.
All touchpoint staff including 50+ store managers, delivery teams, digital team and call center agents use Alterna CX to gain access to customer experience insight specific to their domain. Transaction specific NPS scores feed into individual’s performance scorecards. When customers give low scores or give negative feedback in the open-ended text, Alterna CX triggers and manages the whole workflow to alert, assign improvement action, track, close and call back the customer. Koçtaş can now have real-time insight on open-ended feedback from customers: The sentiments as well categorization of the issues and their touchpoints.
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Innovative insurer improves 3rd party ecosystem services
Sompo Japan Insurance, the Turkish subsidiary of Sompo Japan Tokyo uses Alterna CX to track customer satisfaction for its auto and property divisions. The transactional NPS program makes real-time interventions and proactively manage the customer experience.
Sompo Japan Insurance is one of the fastest growing P&C insurers in Turkey. Driven by the organization’s vision of continuously improving quality, Sompo Japan wanted to deploy an NPS program to systematically measure and track improvements in service quality, customer experience, and satisfaction.
Previously the company conducted traditional market research to understand customer satisfaction. This research was mostly done once or twice per year and insights came in manual reports. While this method of analysis provided useful information for the team, it did not give the day to day insights and actionability that Sompo Japan Insurance executives were looking for.
Timely insights are critical in insurance where a most of customer’s purchase, use, and support experiences take place not with the insurer but between the customer and the 3rd party – such as loss adjusters, tow truckers, independent agents, etc. Insurers do not typically have full control over what happens in these specific experiences, but these experiences contribute a lot in customer’s decision to renew a policy. Timely measurement provides insurers room for intervention and recovery.
With the challenges in mind, Alterna worked with Sompo Japan Insurance to design and implement a transaction based NPS program. Achieving Sompo Japan’s goals of understanding pain points in customer experiences and improving it consistently across the organization.
Today, transactions from Claims, 3rd parties and Call Center operations are processed, and NPS surveys are sent to customers based on specific transactions across 15+ touchpoints within 24 hours of their experience.
We’ve implemented communication rules for each survey and customer balance response rates across surveys while also preventing too much survey invitations to customers. Survey response rates from SMS and Web channels were 20% higher than 3rd party experiences. For other experiences such as claims handling, Sompo Japan CX team was able to lift response rates by 25% using built-in follow-up and reminder mechanisms in Alterna CX.
Based on alert notifications sent by Alterna CX, customer care teams run immediate callbacks to detractors to understand root causes and fix issues. The team also randomly checks promoters to understand Sompo Japan’s wow moments and share good practices across the organization.
With the granular and real-time insights in their dashboards, management teams in Technical Departments can understand customer experience performance of thousands of third parties from repair shops to tow trucks and plumbers. As a result, management was able to adapt service levels expected from different third parties and track improvements from a single platform.
On the management level, the executives in Claims, Technical Teams can track the overall performance of the enterprise and share with the headquarters in Tokyo, Japan.
Higher renewals for promoting customers
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