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TRANSCRIPT
The Best Yet
VIEW FROM THE
CHAIRMartin Hill-Wilson
Founder, Brainfood Consulting
Published by
The Best Yet
VIEW FORM THE CHAIR1
CUSTOMER ENGAGEMENT SUMMIT 2018
Customer Engagement Summit 2018 was the best yet.Great insight and networking, now extended over oneand a half days. The central theme was the importanceof the human touch in our increasingly automatedworld and how the human and digital workforcescompliment each other.
Day one began with motivational speaker Gavin Ingham who got everyone in theright mindset focusing us on being the very best version of who we can be.
M&S shared their progress using chatbots to cover high volume, low complexityinteractions and in the process helped generate £2m in sales. If you google formore info, pretty much every headline screams M&S replaces call centre staff withbots. Yet the message on stage was much more nuanced. They are part of anintegrated workforce not a replacement.
Claire Sporton from Confirmit then took to the stage with some new insights intoeffective CX leadership habits which covered CX goals (make them businessfocused), innovation (be agile) and listening (add more stakeholder voices to widenyour insight).
Tim Arthur, Creative Director, Virgin Money then explained why the Virgin DNA is soformidable in terms of being a brand that people find easy to love. It’s the well-timed gifts and acts of random kindness that remain anchored as emotivememories in customers’ minds. For instance, many of their customer lounges havebowling lanes to make it easy and affordable for kids birthdays. Give some to getsome as they say.
Benjamin Rand and Anna Hagen from Olympus shared their story of anincreasingly common theme. Product excellence in a digital economy is notenough. It’s the experience that matters and differentiates.
Marije Gould from Verint emphasized the importance of people in delivering theright experience. In a world of declining loyalty, what makes customers stay with abrand for longer? Very much in alignment with my own thoughts, customers wantto engage with people when their situation is complex and/or emotional. Equallythey don’t want to sit in a queue when a bot can instantly deliver the answer.Getting this balance right defines a brand’s ongoing success.
Christine Smith and Alex Walker shared the NHBC change story. One that hasalready yielded a 30 points improvement in NPS in just 3 years. It was a tale thatstarted with multiple points of failure that were systematically fixed by carefulstakeholder listening and actioning of priorities. This was a programme based onmeasuring performance and managing against it coupled with focussed
Martin Hill-WilsonFounder, Brainfood Consulting
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recognition. It’s a lesson that top notchoperational leadership creates high performingteams.
Paul Somerville Senior Manager Risk &Compliance Vodafone Group Enterprise hadsome relevant messages about customer datain a hyper connected world. Privacy mattersotherwise customer trust shatters andregulators prosecute. While so manyopportunities for attack from within andoutside the organisation, it is simplyinsufficient to rely entirely on technology tokeep things safe. It’s a matter of culturesummarised as Educate-Empower-Recognise.
Anna Wilcox Head of Customer Experience atBupa is a familiar face at Customer Engageconferences. This time she made a stand outcontribution by admitting being behind thecurve on progress and in need of an alteredfocus. For her, that added up to bettermeasurement. In a world of ‘perfect’ use cases,it takes some to admit things seldom go toplan’ Her takeaway message was those whoadapt and recommit are more likely to deliver.
Stephen Yapp is one of those smart folk fromIPSOS MORI. Hand on the pulse, able to makesense of the noise. In summary, this is his takeon what trending in CX. Expectations transferacross sectors. Products can be re-invented asmargin richer services. The connected world isexhausting, everyone craves simplicity.Decision making thrives on emotional nudges.We remember the moments that matter.Purpose attracts loyal customers.
John Mihill from Heals had a few pearls worthpassing on. Have fewer staff but pay themmore. Its ends up cheaper. Great staff delivergreat experiences which makes your job somuch more enjoyable. Enlighted self-interest.
Gregg Widdowson from Avaya came armedwith more research. The stats that caught myincluded 42% of issues are not resolved first
time. I knew 70% was too optimistic! A third of brands find it difficult to blend digitaland human interactions. Another indicator of immature omni-channel strategy.
Rosie Bailey of City Sprint knows that complaints in the time critical courierbusiness is make or break for loyalty. She has been pioneering a new centralisedCRM based complaints team in the face of locally devolved centres which knowtheir patch but work idiosyncratically. Hers was the story of how she has beennudging them to hand over complaints to her team in order to improve speed andquality of resolution. 50% faster as a result and £170k saved to re-invest inproactive service. Nice and let’s not forget coming in silver for most improvedcomplaint handling, 2018 UKCHA.
Rounding off day one Nicholas Cockerill Sky Betting and Gaming continues toinnovate and remains one to watch. Then Sascha Evans proved just how powerfultheatre can be in a business context. Improvisational theatre for schoolprospecting rocks!
Day two was just as rich. Here are the highlights for me.
Barclays wanted us to know that humans remain important in banking in the faceof fintech and smart apps. Sally Earnshaw obviously beat the drum that people arethe rocket fuel that unleashes growth and success, so make sure you understandhow they tick.
Nick Pegram of Bold360 made the point that well designed virtual assistantssupported advisors to do what they do best and were therefore a support not athreat.
Stephen Robertson, CEO of The Big Issue Foundation spoke passionately aboutthe philosophy and activity that drives the Big Issue. Total respect for hisleadership and team for their social activism.
Being marketing director of Aston Martin is something of a dream job for many andfor Gerhard Fourie it’s a reality. They build around 7,500 cards each year andreceive around 3,000 serious sales enquiries every month. Engaging that aspiringfan base are therefore crucial for luxury brands. Servicing that dream is ascustomised as the product. CRM has become crucial in this high touch effort.
It was then my turn to talk about emotion management as the new competency incustomer engagement, specifically customer service. Steering customer experiencetowards positive emotional memories banks the goodwill required to for boostedlifetime value. The first open course to design the leadership strategy is due Q1 2019.
Finally, Zane Rudovska, Head of Customer Care & Sales, Sun Finance showed whata new brand with mojo can be achieving with a great value proposition and acommitted aligned team.
So, as I said it was the best yet. Slides are available if you want more. Even bettermake it to the full conference next year.
VIEW FORM THE CHAIR
CUSTOMER ENGAGEMENT SUMMIT 2018
The Best Yet
The Team
Steve HurstEditorial [email protected] 506 304
David [email protected] 506 300
EDITORIAL
Katie DonaldsonMarketing [email protected] 506 302
Hannah MuleaMarketing [email protected] 302 112
MARKETING
James CotteeSponsorship Sales [email protected] 506 309
Dominic StoneSponsorship [email protected] 506 303
Dale AyliffeSponsorship [email protected] 302 110
Kimberley BishopSponsorship [email protected] 506 308
Dan MoranSponsorship [email protected] 506 303
SPONSORSHIP
Dan SkinnerDelegate [email protected] 506 307
Jamie RossDelegate [email protected] 506 306
MEMBERSHIP
Sabrina ClarkeFinance [email protected] 500 103
Jenna PollardAccounts [email protected] 428 542
FINANCE
Nick [email protected] 506 301
MANAGING DIRECTOR
VIEW FROM THE CHAIR
Martin Hill-Wilson, Founder, Brainfood Consulting