the ask
structural insights into CX performance
Bol engaged our expertise to design and guide the development of an integrated system of customer KPIs and metrics, enabling them to monitor their overall customer experience, gain clear insights into CX performance, and lay the foundation for making future improvement.
the challenge
plenty of metrics, opportunity to deliver more value
Bol is measuring a wide range of metrics across its touchpoints and journeys. However, these metrics are isolated, creating two significant challenges:
1. The lack of coherence and priority between metrics makes it difficult for bol to draw clear conclusions.
Hypothetical example: suppose there is an increase in the number of conversations with their chatbot, but no connection to the rest of the service journey, it is impossible to determine whether this is caused by an improvement in the chatbot’s interface or a sudden problem in another journey, leading to a greater need for assistance.
2. The isolated metrics cause teams to continue to operate in silos, instead of uniting teams with holistic insights on the customer experience.
For example, the partner team might focus on a target for onboarding new partners to the platform, which could create challenges in the return journey. Through connecting these metrics, potential opportunities become apparent.
“With the valuable guidance and support of Essense, we realised that our Customer Crazy mindset and data-driven approach empower us to take the next step in our way of working by developing a CX monitoring system.”
Mara Laboyrie
Lead CX Analytics, bol
our approach
step 1: leverage prior customer insights by doing desk research
Our process began with the team collecting all existing research reports on the scoped customer journeys to get a complete view on the things that matter to their customers in a specific journey.
The previous research gives insight on what customers do and do not want to experience in this journey.
step 2: enrich customer journey with expert-opinions in workshop 1
To determine what should be measured for journey performance, it is crucial to understand exactly what good journey performance means to the customer.
During this workshop, we enriched the prior research with expert insights from a cross-functional group of bol-colleagues whose work directly impacts the customer journey.
step 3: incorporate CX principles in measurement structure
‘What a good experience is’ varies from one company to another. To make the experience unique for bol, CX Principles were defined in a previous project.
A statistical customer analysis (driver analysis) was conducted to identify which elements were most important to customers in this specific journey.
To continuously track and improve these elements, specific metrics were added to the Monitoring System.
This system integrates data points across every stage of the customer journey, providing end-to-end insights.
step 4: workshop to turn signs of good and bad experience into behavioural and operational metrics
To ensure we can measure whether pains or gains occur, we rely on specific metrics. For example, if customer research identifies delivery delay times as a pain point, we could monitor this by measuring deviations from the estimated delivery date (an operational metric).
This way, we can measure if the pain occurs without having to ask the customer.
step 5: objectively prioritise metrics
This part is important to ensure that KPIs can be effectively set in the CX Monitoring System, while balancing the feasibility and value of newly identified metrics to achieve faster business impact.
To accomplish this, we conducted a prioritisation session with stakeholders, ensuring alignment on the most critical metrics.
step 6: way of working session to go from metrics to action
Without a clear way-of-working and defined KPI ownership, taking action will be difficult and the metrics will be useless.
In this session, bol learned more about journey management, and how journey measurements enable this.
The new way of working introduced new roles and responsibilities, which were explained and discussed, leading bol to appoint journey owners.
the outcomes
tailored KPI frameworks
Bol is able to continuously monitor the journey performance, since the customer journeys now have tailored KPI frameworks. This allows bol to focus on actionable journey insights.
1 kpi dashboard for each of the scoped journeys
Bol has turned the KPI structures into 1 live dashboard that is being used on a monthly basis by the newly appointed journey owners.
improved NPS after contact measurements
Due to the results of the driver analysis, bol was able to improve their NPS after contact measurements.
implementation TheyDo for journey management
Journey Management is essential to ensure that teams actively act on the insights from monitoring.
The work on the CX Monitoring System has accelerated developments towards Journey Management and the implementation of TheyDo, as it demonstrates the need for a standardised way of working.
Nicolette Nijhuis
Proposition Owner Data-Driven CX & Measurement