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Beyond CSAT — building brands with integrated insights to drive results
Journal of Brand Strategy,
8
(4),
330-339
(2020)
Abstract
Connectivity and complexity seem to go hand in hand in our daily lives. It is estimated that every second 127 new devices are connected to the Internet. And most of this connectivity can be powered from the palm of our hands. With the amazingly powerful tool that is today’s smartphone, we can accomplish more and more — search for jobs, connect with friends and family, check the security of our homes, stream music and video, monitor our washer and dryer — the list goes on and on. As a result, consumers are more dependent than ever on their smartphones and have an increasing need for support to fix technical problems and to learn how to take advantage of a connected life. Such a landscape of unmet needs represents an enticing and, at the same time, daunting business opportunity. To meet these needs with products and services that delight rather than frustrate consumers, across the millions of different types of needs they are likely to face, requires a comprehensive and agile consumer insights programme that is integrated into the operational structure of the service provider who seeks to fill this gap. That is exactly what Asurion has been developing in partnership with national carriers and retailers. Asurion is dedicated to providing a customer experience focused on three principles: Remarkably Human, Delightfully Simple and Actually Helpful. The company’s customer insights programme leverages a multimodal approach to identify critical drivers behind variations in CSAT (customer satisfaction), NPS (net promoter score), churn and LOE (level of effort). Then through deep collaboration with cross-functional teams, Asurion’s customer insights team applies those learnings to help develop solutions, leveraging the latest tech tools, particularly AI. This investment in deep customer insights helps identify opportunity areas, leading to customer interactions that feel customised and deliver not only specific solutions, but also added value that drives satisfaction and loyalty. Most critically, customer satisfaction and loyalty ultimately translate into positive top-line and bottom-line financial results.
Keywords: connectivity; smartphones; technical support; tech care; multi-modal approach; customer satisfaction (CSAT); net promoter score (NPS); level of effort (LOE)
The full article is available to subscribers to the journal.
Author's Biography
Teresa May is Senior Vice President and Chief Marketing Officer with Asurion, a leading provider of services that help consumers protect, connect and enjoy their technology. Teresa leads enterprise marketing for the global Asurion business, which includes customer experience, internal and external communications, brand, content and creative development, along with insights and analytics. She is responsible for connecting Asurion’s innovative solutions to the experience and expectations of its customers to drive loyalty, engagement and advocacy. Before joining Asurion, Teresa was VP, Global Strategic Marketing for Owens Corning, where she was responsible for leading strategic pricing, product development, market intelligence, brand and customer marketing and growth initiatives. She has also held senior leadership positions at Stanley Black & Decker, Danaher Corporation and The Procter & Gamble Company. Along with her expertise in business strategy, Teresa also has extensive experience in P&L leadership, international market development, brand strategy and customer relationship building. Throughout her career, Teresa has been a proven leader in innovative product development, driving brand strategies. Teresa holds an MBA from the J.L. Kellogg Graduate School at Northwestern University as well as BS and MEd degrees from Iowa State University.
Todd Chretien is Senior Vice President of Customer Solutions with Asurion and is instrumental in the growth and leadership of the company’s device protection portfolio and tech help products. In his most recent role at Asurion, Todd was the national head of all device protection and retail call centres, serving US, Canadian, Latin American and European clients. Todd was responsible for the operations and customer management framework that is central to the Asurion value proposition. Before joining Asurion, Todd held senior leadership positions in operations and client management with ClientLogic Corporation, a leading outsourcing provider of customer management solutions. He was responsible for leading the global performance of a top revenue-generating client across multiple geographies. Todd has a degree in environmental science from the State University of New York-Morrisville.
Christine Brandt Jones is a Partner, Global Insights and Analytics with Prophet, with more than 25 years of experience. Her lifelong passion is identifying the win-win intersection between people’s needs and expectations and business strategy and goals. She spent 17 years at American Express, the last six leading the Global Marketplace Insights division. At American Express she integrated insights into the development of Blue from American Express, The Centurion Card for American Express, the transition of Membership Miles to Membership Rewards, and the ‘My Life, My Card’ advertising campaign and was a member of the team that ‘opened the network’ by licensing the American Express brand to financial institutions globally. Post American Express she founded her own company, cbj market insights, where for six years she worked with major national and multinational brands such as MasterCard, American Express, Citibank, E*Trade, AXA, Heineken and Bayer. At Prophet she is leveraging the power of digital analytics to drill deeper into the micro-moments along the customer journey to enhance customer experience for brands like Asurion, Crate & Barrel, Synchrony, Chick-Fil-A and Blue Cross Blue Shield. Christine graduated from Boston University’s School of Management.
Dominique M. Hanssens is the Bud Knapp Distinguished Professor of Marketing at the UCLA Anderson School of Management. From 2005 to 2007 he served as executive director of the Marketing Science Institute. A Purdue University PhD graduate, Professor Hanssens’ research focuses on strategic marketing problems, in particular marketing productivity. He is a Fellow of the INFORMS Society for Marketing Science and a recipient of the Churchill and Mahajan awards from the American Marketing Association. He is a founding partner of MarketShare, a global marketing analytics firm with headquarters in Los Angeles.
