Build Your Amazing Career. in Customer Advocacy and Engagement

Transcription

1 Build Your Amazing Career in Customer Advocacy and Engagement

2 Earn the Right to Growth By improving customers lives.

3 Elevate Your Role Engineering, Product Develop. Sales Operations Marketing Quality Finance Supply Chain Unite the Silos: Earn the Right to Customer Driven Growth

4 The Stairway to DESIRE Company DNA: Memory Creation DESIRE Differentiated Experience Reliable Experience Who ELSE Does This? Deliver Memories That Set You Apart Random Experience Consistently Define The Experience Always Reliable At Priority Contacts

5 Build Trusted Experiences That Drive Growth 1995 Books 1998 Music 1999 Consumer Electronics, Games 2000 Kitchen, Camera and Photo Store 2000 Office Products 2001 Apparel, Sporting Goods 2003 Gourmet Foods 2003 Health and Personal Care 2005 High End Jewelry 2006 Kindle Explosion 2009 Zappos.com And on and on and on Reliability = Growth Engine

6 92% of consumers worldwide trust recommendations from friends and family more than any form of advertising. (Up from 74% in 2007) Sources: Keller Fay Talk-Track Report & Word of Mouth Marketing Association

7 300% Revenue gained by reducing negative wordof-mouth versus improving positive buzz Source: London School of Economics 2016 CustomerBliss CustomerBliss All rights reserved. All rights reserved.

8 The 5 Customer Leadership Competencies

9 Competency 1: HONOR and Manage Customers as Assets.

10 Experience Accountability = Competency 1 HONOR AND MANAGE CUSTOMERS AS ASSETS. Know the Growth and Loss of Customers and Care About the WHY? #1 Customers as Assets. New Customers, Volume and Value. Lost Customers, Volume and Value? WHY?

11 Elevating Our Donors as Assets Martin Hand Chief Donor/Customer Officer St. Jude Children s Research Hospital

12 ACTION LAB: VISUAL CUSTOMER ASSET STORY

13 Honoring Business-to-Business Clients With The Virtual Wallet Gavan Duff, Chief Customer Officer MSA The Safety Company

14 Competency 1: Customers as Assets Attitude shift, not a dashboard Care about the why? Earn the right to growth

15 3 Actions: Honor & Manage Customers as Assets 1. Establish your one-company success metric of net customer asset growth. 2. Engage leaders to fearlessly share. 3. Evolve from getting the score to earning the right to customer growth.

16 Competency 2: ALIGN Around Experience.

17 Competency 2 ALIGN AROUND EXPERIENCE. Give Leaders a Framework for Guiding the Work of the Organization. Awareness & Research Assess & Sample Develop Solution Partner & Contract Service & Support Strategic Partnership

18 Your Customer Journey Map = Your Business Decision Blueprint

19 FIRST JOURNEY MAP for the Smithsonian Samir Bitar, Director, Office of Visitor Services Smithsonian Institution

20 All Rights Reserved.

21 Stage 1: OUR CODE OF CONDUCT What will we ensure for customers as we operationalize experiences? We Will ALWAYS We Will NEVER

22 Competency 2: Align Around Experience Unite Leadership Focus Business Decision Blueprint Accountable to Customers Lives

23 3 Actions: Align Around Experience 1. Establish your customer centric stages, and priority intersections for customers. 2. Build and LIVE your code of conduct by stage. 3. Move leaders from silo-report out to one-company accountability across the journey.

24 Competency 3: BUILD a Customer Listening Path. Tell the Story of Customers lives.

25 Competency 3 BUILD A CUSTOMER LISTENING PATH. Seek Input and Customer Understanding, Aligned to the Customer Journey. Experience Accountability = Awareness & Research Assess & Sample Develop Solution Partner & Contract Service & Support Strategic Partnership

26 CUSTOMER LISTENING PATH A BALANCED STORY OF CUSTOMERS LIVES BY STAGE Unite Aided & Unaided by Journey Stage One-Company Categorization Make It Human Experiential Listening

27 ACTIVE Listening Helps Students with Loan Repayment Brenda Wensil, Chief Customer Officer U.S. Dept. of Education Federal Student Aid

28 Executive Immersion in Customers Lives Lambert Walsh Vice President & General Manager, Global Services, Adobe

29 Competency 3: Build a Customer Listening Path Story of Customers Lives One-Company FOCUS Reduce Survey-Score Addiction

30 3 Actions: Build a Customer Listening Path 1. Gain agreement to build a one-company listening path tell the story of customers lives. 2. Unite sources of feedback by journey stage. 3. Establish your version of the Be a customer immersion process.

31 Competency 4: Proactive Experience Reliability & Innovation. Know Before Customers Tell You, Where you Are Unreliable.

32 Competency 4 PROACTIVE EXPERIENCE RELIABILITY & INNOVATION. Know About Unreliable Experiences Before Customers Tell You. Experience Accountability = Goal MAP Goal MAP Goal MAP Goal MAP

33 Our Current Experience RELIABILITY: Frequently An Unreliable Experience Always Reliable Experience Peace of Mind It Depends Sometimes It s Reliable, Sometimes It s Not

34 SaaS Defector Pipeline Follow up to request for information Onboarding follow up When less than x% products purchased in use Follow up to NPS detractors Discover Evaluate Buy & Implement Use & Optimize Benefit & Grow Seek Other Options Follow up during/after contract experience After X no. calls to tech support Pre renewal contact: Proactive contact to review and improve customers business (resolve issues) Follow up to Lost Customers

35 Our Move to 2 Pizza Teams = Agile, Fast Improvements Curtis Kopf, Vice President, Customer Innovation, Alaska Airlines

36 Competency 4: Experience Reliability and Innovation Revenue Erosion Early Warning Reliability = Customer Asset Growth Customer Experience Development

37 3 Actions: Experience Reliability & Innovation 1. Focus on priority experience performance to equal sales performance focus. 2. Build a CXD customer experience development competency. 3. Reward cross-company teams for complaint reduction & sustainable improvements.

38 Competency 5: One-Company LEADERSHIP and CULTURE. Prove it to Me Actions. Enabling Employees to Deliver Value.

39 Competency 5 LEADERSHIP, ACCOUNTABILITY & CULTURE Leadership Behaviors Required for Embedding the Five Competencies. Enabling Employees to Deliver Value. Experience Accountability = #5 One-Company Leadership, Accountability, Culture

40 Can you kill a stupid rule? Dan Pastoric Executive Vice President & Chief Customer Officer, Enersource

41 THE CUSTOMER ROOM Tell the Story of Customers Lives For Each Stage, Tell the Story of Customers Lives: Listening Experience Artifacts Operational Reliability

42 THE IRVINE COMPANY CUSTOMER ROOM

43 Competency 5: One-Company Leadership and Culture Prove it to Me Competency Unite Behavior & Accountability Enable People to Deliver Value

44 3 Actions: Experience Reliability & Innovation 1. Build a customer room to actively engage leaders, drive focus and humanize customers. 2. Create a Kill a Stupid Rule movement enable employees to deliver value. 3. Practice intelligent capacity creation!

45 Use the 5 Competencies to Tell the Story of customers lives

46 5 Competencies = Engine for Growth 1: Managing Customers as Assets: 2: Alignment around Experience. 3: Building a Customer Listening Path. 4: Proactive Experience Reliability & Innovation. 5: Leadership, Accountability & Culture CustomerBliss All rights reserved.

47 earn the right to customer-driven growth.

48 FREE TOOLS & RESOURCES Afja;sf;asdjasd ;afkasdj;adjsf;asdjk;sdf;sfdja