Download - How to Build Your CX Vision
Build Your CX Vision for a
World-Class CX Program
Bruce PaulPrincipal Consultant, Customer Experience
Qualtrics
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Housekeeping
©2015 QUALTRICS LLC.
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Executing a Customer Experience ProgramDay 1: How to Build a CX VisionBruce PaulPrincipal Consultant, Customer Experience
o Building a Plano Creating Alignmento Selecting a Platformo Planning Key Milestones
Day 2: How to Execute Your VisionJamie MorningstarProduct Management Leader
o Omni-Channel Measuremento Identifying Key Driverso Analysis & Reportingo Testing & Iterating
Day 3: How to Change Your CultureBenjamin Granger, Ph.D.Principal Consultant, Employee Insights
o Understanding Different Cultureso Promoting an Ideal Culture: Organizationso Promoting an Ideal Culture: Managers o Promoting an Ideal Culture: Employees
Day 4: How to Achieve & Communicate ResultsKyle Groff, Ph.D.Principal Consultant, Customer Experience
o Tracking Customer Outcomeso Demonstrating ROIo Driving Executive & Business
Communicationo Defining a Path Forward
©2015 QUALTRICS LLC.
Bruce PaulPrincipal Consultant – Customer Experience
Bruce is a principal subject matter expert at Qualtrics focused on helping companies design, build, and deliver world-class customer experience and research programs.
Bruce formerly worked as a Principal at Greenwich Associates, where he ran the US Customer Experience practice. Other roles include Senior Vice President at Synovate, and Vice President at The Nielsen Company, where he worked in senior leadership positions for nearly 10 years. Bruce is a three-time recipient of the Nielsen Platinum Award and is a Fulbright Fellowship recipient.
©2015 QUALTRICS LLC.
AnalyzeIdentify opportunities, understand trends, and deliver data to the right people ROLE-BASED DASHBOARDS & ANALYTICSDATA COLLECTION
OPERATIONAL INTEGRATION
CHANNELS
CollectUnderstand customer relationships and key touch points, and capture unsolicited feedback
ActDrive strategic and tactical action to improve customer and business outcomes
Others
SMS Feedback Key Accounts
IVR Surveys Employees
Email Surveys Website Experience
Mobile & In-app Feedback Locations
Website Feedback
Contact Centers
Social Feedback Mobile / App Experience
Text analytics, Key drivers,Weighting Digests
Customer data,Operational data
Case management
Scorecards
Data-based alerts
Automated actions
Executive ManagerFront-line
©2015 QUALTRICS LLC.
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Building a CX VisionMACRO OPPORTUNIT IES
Identifying reoccurring, systemic opportunities to improve customer patterns & drive loyalty
EXTERNAL IMPERATIVES
Learning what customers think and prefer based on solicited and unsolicited feedback
MICRO OPPORTUNIT IES
Solving customer-specific issues to drive individual satisfaction & loyalty
INTERNAL IMPERATIVES
Creating the internal mechanisms to appreciate, respond to, and improve customer outcomes
©2015 QUALTRICS LLC.
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Key Factor for Success #1: Strong Leadership
STRATEGIES TO OBTA IN BUY- IN
1. Create an ROI Outline2. Conduct a customer case study3. Conduct a trial VOC program
o Collection: Demonstrate data quality and cost per responseo Analysis & Reporting: Demonstrate ease of reporting and
insight valueo Action: Identify low-hanging opportunities and close the
loopo Impact: Demonstrate impact in areas that can prove value
EXECUT IVESMust consistently demonstrate customer centricity by words, deeds, and prioritiesCX LEADERSHIPMust effectively communicate leadership vision, priorities, and business impactMANANGERSMust model front-line behavior and demonstrate correct priorities
FRONT-L INEMust demonstrate customer centricity by words, deeds, and priorities
©2015 QUALTRICS LLC.
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Key Factor for Success #2: Vision & Clarity
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CRITER IA FOR A V IS ION STATEMENT
1. Simple and clear2. Known and repeatable at each level of
organization3. Possesses executive sponsorship4. Associated with specific goals and
objectives5. Associated with a clear roadmap of
milestones
“At American Express, we have a mission to be the world’s most respected service brand. To do this, we have established a culture that supports our team members so they can provide exceptional service to our customers.”
-AMER ICAN EXPRESS“In store or online, wherever new opportunities arise, Nordstrom works relentlessly to give customers the most compelling shopping experience possible.”
-NORDSTROM
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Key Factor for Success #3: Engagement & CollaborationSTRATEGIES TO DR IVE ENGAGEMENT
1. Provide opportunities for regular, confidential, unfiltered feedback
2. Encourage personal action on flagged issues3. Implement and demonstrate real change4. Share key results and findings with the
workforceResults Email, Newsletters, Town Hall Meetings, Quarterly Webinars, Office Posters
“Teams classified as ‘high performance zone for engagement’ had a 37% Net Promoter Score (NPS) versus 10% NPS for teams.”
-AON HEWITT (2011)
©2015 QUALTRICS LLC.
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Key Factor for Success #4: Listening & Learning
STRATEGIES TO CONSIDER
o Implement a platform that will encourage feedback
o Enable omni-channel listeningo Let the customers give feedback how they wanto Ensure actions and follow-up are integrated in
processo Share the learning internallyo Ensure the narrative does not replace the factso Choose a platform that is dynamic
©2015 QUALTRICS LLC.
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Key Factor for Success #4: Listening & Learning
Above all, you must implement an approach tailored to your business.
MUST-HAVES FOR ANY VOC PROGRAM
o Omni-channel measuremento Flexible role-based dashboardso Key driver analysis & text analyticso Case management & follow-up
o CRM & operational process integrationo Direct behavioral connectiono Real-time measurement & reactiono DIY Survey builder with advanced logic
©2015 QUALTRICS LLC.
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Key Factor for Success #5: Alignment & Action
Target Customer OutcomeSTRATEGIES TO CONSIDER
1. Map key objectives to business and organizational touch points
2. Create and align cross-functional teams toward singular objectives
©2015 QUALTRICS LLC.
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Key Factor for Success #6: Planning the Journey
©2015 QUALTRICS LLC.
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Key Factor for Success #7: Patience & Commitment
o Biggest Trap!o Implementing or changing a CX program is a slow
processo You cannot outsource it, no matter how much you payo Trumpet short term wins and success storieso Know yourself and your organization
©2015 QUALTRICS LLC.
Q & A
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Executing a Customer Experience ProgramDay 1: How to Build a CX VisionBruce PaulPrincipal Consultant, Customer Experience
o Building a Plano Creating Alignmento Selecting a Platformo Planning Key Milestones
Day 2: How to Execute Your VisionJamie MorningstarProduct Management Leader
o Omni-Channel Measuremento Identifying Key Driverso Analysis & Reportingo Testing & Iterating
Day 3: How to Change Your CultureBenjamin Granger, Ph.D.Principal Consultant, Employee Insights
o Understanding Different Cultureso Promoting an Ideal Culture: Organizationso Promoting an Ideal Culture: Managers o Promoting an Ideal Culture: Employees
Day 4: How to Achieve & Communicate ResultsKyle Groff, Ph.D.Principal Consultant, Customer Experience
o Tracking Customer Outcomeso Demonstrating ROIo Driving Executive & Business
Communicationo Defining a Path Forward
©2015 QUALTRICS LLC.
Thank You!