questionpro - introduction to customer experience part 3: cx benchmarking

© TribeCX Ltd 2017

David HicksCEO TribeCX Ltd

QuestionPro, Sept 2017

Introduction to Customer Experience:Aligning Your Organization Through CX Benchmarking

Vivek Bhaskaran, CEO David Hicks, CEO

Speakers

Customer Experience intelligence software to build better customer relationships with people who are your customers to grow customer lifetime value

Founders : Globally recognised leading CX Practitioners

Best practice CX calibration & capability development

CX toolkit & remote support

Practitioner led : outcome focused

Calibrate your CX @ www.TribeCX.com

TribeCX: Brief Intro

Agenda: Practical advice to get into action

•Definition of Customer Experience

•Customer Mapping

•Customer Metrics

•Benchmarking

•Next Steps

Overview: Customer Experience - Definition

Customer experience is “a blend of a company’s rational performance

and the emotions evoked in all the interactions with the customer, across

all touch points”

Consistently great experiences don’t happen by chance.

They are the outcome of deliberately designed customer journeys.

The challenge is to get the entire business aligned behind a purposely designed experience that is persistently and consistently delivered

Customer Experience - Definition

“People will forget what you said, people will forget what you did, but people will never forget how you made them feel”.

- Maya Angelou

Design for emotions

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Purposefully designed end-to-end CX drives improvements in:

• Business Efficiency• Customer Effectiveness

Customer Experience Leaders Outperform

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Customer ExperienceLaggards -38.7%

S&P 500 Index 16.2%

Customer Experience Leaders 45.1%

Customer Experience Laggards-38.7%

Watermark defines Customer Experience Leaders and Laggards as the top ten and bottom ten rated public companies in Forrester Research 2007 – 2016 Customer Experience Index studies. Comparison is based on performance of equally – weighted, annually adjusted stock portfolios of Customer Experience Leaders and Laggards relative to the S&P 500 index.

Fix

Standardise

Embed

Time

Cu

sto

me

r e

xp

eri

en

ce

qu

ali

tyTactical actions are not enough: It ALL needs to work

Functionally driven tactical

Experience improvements

will only get you a limited way

Concerted cross business effort to

purposefully design Experience and

align the organization to deliver it

Optimise

Develop core CX capabilities

Source: Bain & Forrester 2016

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Most organizations have a long way to go

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12

Just start…it’s a journey!

Strategy/Vision

Tactics/Design

Ethos/Culture

Learning/Feedback

© TribeCX Ltd 2017

The Emirates Journey

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Customer Experience is now a Competence -not a Function

Customer Experience is now in our DNA

A Perfect Product

Delivered by Caring People

In a Timely Fashion

Supported by Effective Problem Resolution Processes

© TribeCX Ltd 2017

© TribeCX Ltd 2017

17© TribeCX Ltd 2017

18© TribeCX Ltd 2017

© TribeCX Ltd 2017

Staying in front:

Co-creation Differentiation Premium Pricing

20© TribeCX Ltd 2017

Like to read more …?

REPRINTH03D2OPUBLISHED ON HBR.ORG DECEMBER 28, 2016

ARTICLECUSTOMERS

The Most Common Reasons Customer Experience Programs Fail byRyanSmithandLukeWilliams

Join TribeCX Linked in group

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The CX approaches used by successful companies:

Metrics

Mapping

Benchmarking

© TribeCX Ltd 2017

© TribeCX Ltd 2017

DIFFERENTIATE!

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24

Poll Time!

TribeCX : 4 Key Areas

• Distillation of global leading CX practitioners ”how to” advice

• Practical / action / outcomes focused

• Agnostic / objective

• Largest database of CX capabilities globally 16+ countries

Goal: equip and inspire the organization to do this for themselves

HOMECHOICE

AREAS DIMENSIONS

THE TRIBECX ENGAGEMENT MODEL

Defin

e

vision

Create

strategy

Align

organisation

VISION

DES

IGNCULT

URE

LEAR

NING

TH E

TRIBECXENGAGEMENT

MODEL

TribeCX’s model explores four areas of the customer experience eco-system where Vision, Design, Culture and Learning are harmoniously aligned to deliver best-in-class experiences. You can’t do one without the other.

This personalised report illustrates where your organisation sits against these areas, and where you compare with other organisations (benchmarks).

Vision: direction and purpose – ‘why we do things’. It aligns customer experience strategy across the organisation, both internally and externally.

Design: answers the question ‘what we do’. It directs the activities of customer experience implementation and delivers efficiency in execution.

Culture: defines ‘how we do things’. It creates the right mindset and behaviours to deliver on authentic experiences.

Learning: sharing ideas for continued improvement. It ensures organisations continuously better themselves.

Focus

growth

Design

experience

Enable

change

Inspire

mindset

Rew ard

behaviour

Energise

Engage and

sense

Connect

the dots

Ignite

growth

BENCHMARK ASSESSMENT REPORT

August, 2015

Important to HomechoiceHomechoice Benchmark

100500 100500

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TribeCX : Building the Benchmark

© TribeCX Ltd 2017

Overa

ll R

esp

ondent Vision

Design

Culture

Learning

TribeCX

Benchmark

Jan 2016

Multiple cross-business CX Maturity Assessment –identify and share best internal practice

Now

Next

Later

Calibrate and build your CX Road Map

© TribeCX Ltd 2017

Take the Free TribeCX CX Readiness Assessment! (after webinar)

Want to learn more?

Just starting

Already underway

Expert

Global vibrant community on LinkedIn to learn more

Our site www.TribeCX.com

© TribeCX Ltd 2017

It only works when it all works!

We can help:

Best practice CX calibration & capability development

CX toolkit & remote support

Practitioner led : outcome focused

Calibrate your CX @ www.TribeCX.com

Questions?

David Hicks

Tel: +1 347 227 5182

David.Hicks@tribecx.com

www.tribecx.com@TribeCX

London Office HQSuite 1307, 601 International House,

223 Regent Street, London, W1B 2QD, EnglandT: +44 7940 344924

Dubai OfficeSuite 313, Building 10, Dubai

Media City, Dubai, UAET: +971 4 390 1997

New York OfficeSuite 14D, 171 East 84th StNew York, NY 10028 USA

T: +1 347 227 5182

Vivek Bhaskaran

Vivek.bhaskaran@questionpro.com

www.questionpro.com@QuestionPro