The Seven Key Characteristics for Successful CEM Leadership

Transcription

1 W E B C A S T S E R I E S The Seven Key Characteristics for Successful CEM Leadership December 17, pm to 3 pm EST

2 Featured Speakers Bob Thompson CEO Elaine Cascio Vice President Bill Bradley VP Marketing and Business Development

3 CEMDNA Playbook Strategy

4 The Seven Key Characteristics of Successful CEM Leadership 1. Continuously implement a formal CEM strategy 2. Implement continuous CEMDNA Benchmarking 3. Implement continuous CEMDNA Employee Engagement 4. Implement continuous CEMDNA Corrective Action 5. Implement continuous CEMDNA Stakeholder Communications 6. Implement continuous CEM change management 7. Consistently analyze hard ROI evidence.

5 Customer Experience Management: Getting the Basics Right Elaine Cascio VP, Vanguard Communications

6 All companies desire to build customers for life. Omega s market research clearly shows only a small percentage are able to reach this objective.

7 About Vanguard Communications Independent consulting company, founded in 1980 Our business focuses on customer interactions: Design, develop, and help implement successful business solutions for customer contact and interaction Work with all aspects of traditional call centers, self-service, and emerging customer contact capabilities Assess current environment and recommend action plans and roadmaps for technology, process, and operational innovation Develop strategies to align contact centers with overall corporate goals Help companies apply collaboration capabilities to improve internal and external communication 2014 Vanguard Communications Corporation 7

8 What We ll Cover Characteristics of Customer Centric Contact Centers Assessing Your Customer Experience Building a Customer Experience Strategy Measuring Success 2014 Vanguard Communications Corporation 8

9 2014 Vanguard Communications Corporation 9

10 The Customer Bill of Rights 2014 Vanguard Communications Corporation 10

11 Source: 2014 Vanguard getsatisfaction.com Communications Corporation 11

12 Six Characteristics of Customer-Centric Organizations 1. Leverage technology to provide customers with anywhere anytime service in their choice of channels 2. Balance customer needs with support costs 3. Empower agents and customers with data to increase productivity and profitability 4. Engage customers at every touchpoint 5. Value each customer contact, regardless of channel 6. Measure success in things that are important to their customers 2014 Vanguard Communications Corporation 12

13 The Customer Centric Contact Center Creates memorable customer experiences Focuses on what s achievable within the brand and delivers it well and consistently Empowers and engages employees and customers Enables customers to personalize their channel experiences Celebrates customers every day and through special recognition Shares knowledge of the customer Collaborates and communicates with other parts of the business Seizes all opportunities to get closer to the customer Promotes and embodies the brand Maintains and champions the customer s perspective Balances measures of customer intimacy with operational metrics 2014 Vanguard Communications Corporation 13

14 The Customer Centric Contact Center Uses Technology to Build Intimacy Current and comprehensive customer data and tools make it easy to retrieve and analyze information Data from cross- channel customer experiences and other customer information helps predict customer needs Data and interfaces are common, clear and user friendly, regardless of channel Build customer intimacy using History Memory Knowledge Anticipate my needs Present dynamic information based on history and customer product mix Adapt to usage history Provide personalized recommendations and ideas Know where I ve been & what I ve done Provide agents with information about me and recent activity Use proactive notification & connection capabilities 2014 Vanguard Communications Corporation 14

15 What Does Your Customer Experience look like Today? Brand Defined Customer Experience Guiding principles Lifecycles Journeys Communicated throughout the organization Channel Strategy Common UI Preference management & personalization Channel optimization Channel strengths & weaknesses Measures of Success Strategic Goal-oriented Customer-focused Technology Support 2014 Vanguard Communications Corporation 15

16 Corporate & Brand Strategy Understand Customer Lifecycle Understand Key Moments of Truth where we can connect with customers in a positive way Multi-channel Analysis Channel optimization Cross-channel opportunities and mapping Map Customer Journeys Pinpoint interactions which require greater effort on the part of customers Identify opportunities for improving customer experience Test Against Personas Provide behavioral frameworks for identifying and developing contact channels and applications Enable specific strategies for working with different customers Customer Experience Strategy 2014 Vanguard Communications Corporation 16

17 Measure the Customer Experience What are people trying to do? Most common interactions Customer experience maps How successful are they? Completion rates Abandon & transfer rates Speed of resolution or transaction Number of contacts to resolution Search success Fewer transfers Quality monitoring Do they need help? Live support, help links Incident creation rates How do they feel about it? Surveys Online communities Complaints & kudos Net promoter scores Feedback from CSRs, field, etc. Do they use other channels before, during or after? Segment propensity to use specific channels Understand channel strengths & weaknesses Analyze cross channel effectiveness 2014 Vanguard Communications Corporation 17

18 Measure Success in Things That Build Customer Relationships Average handle time Web hits Customer Satisfaction Quality of contact Level of visitor involvement with the site Customer Loyalty Cost to serve Defection rates Cost per call Cost per complaint 2014 Vanguard Communications Corporation 18

19 Customer Experience Customer Experience: Moving From Disengaged Customers to Engaged Advocates Customercentered design, channel evolution & fine tuning Strategic use of technology: customized conversations, multichannel view Build loyalty & trust Create customer advocates Generic service Connect at a basic level Customer Loyalty 2014 Vanguard Communications Corporation 19

20 Leadership: The Keystone of Customer Experience Success Bob Thompson CEO

21 Copyright 2014 CustomerThink Corporation. All Rights Reserved. 21

22 What is Customer-Centricity? Serving customers in a way that also creates value for the company, employees and stakeholders. Bob Thompson When an organisation, team or staff member frames all significant decisions and activities in terms of how will this impact the customers' experience. Source: CustomerThink, 2014 Copyright 2014 CustomerThink Corporation. All Rights Reserved. 22

23 We are what we repeatedly do. Excellence, then, is not an act, but a habit. Aristotle Copyright 2014 CustomerThink Corporation. All Rights Reserved. 23

24 Top 10 CX Best Practices 1. Understand Customer Loyalty Drivers 2. Get Feedback From Multiple Sources 3. Close Loop from Feedback to Action 4. Hire Customer Friendly People 5. Support with Tools, Info & Resources 6. Train to Deliver at Moment of Truth 7. Identify High Impact Interactions 8. Understand Role of People vs. Systems 9. Proactively Plan to Surprise Customers 10. Managers set good example! Source: CustomerThink 2014 Survey Copyright 2014 CustomerThink Corporation. All Rights Reserved. 24

25 Customer Experience Practices Listen Leadership Delight Empower Copyright 2014 CustomerThink Corporation. All Rights Reserved. 25

26 Transformational Leadership Transformational leadership focuses more on empowering followers to work for the best interests of the organization and to meet organizational goals. Transformational leadership has several characteristics: 1. Leaders communicate a clear vision. 2. Leaders explain how vision can be achieved. 3. Leaders show confidence in both vision and followers. 4. Leaders lead by example. 5. Leaders empower followers to work toward vision achievement. Source: Follower-Focused Leadership: Effect of Follower Self-Concepts and Self-Determination on Organizational Citizenship Behavior, Michelle Vondey, Regent University, 2008 Copyright 2014 CustomerThink Corporation. All Rights Reserved. 26

27 Put Your Money Where Mouth Is New CEO adds 6,000 more service staff, requires 6,000 head office staff to spend one day every two weeks in a store, no layoffs after Christmas Rental Car: Tripled size of Voice of Customer team, invested in new system to close the loop with customer <30 minutes after survey Science and Engineering: Funds ongoing market research, invested in 15+ innovation centers to get customers involved in product innovation Copyright 2014 CustomerThink Corporation. All Rights Reserved. 27

28 Show Your Appreciation Companies will have to think globally and find ways of showing appreciation for work that go beyond money. Research by The Boston Consulting Group and The Network More than 200,000 people from 189 countries participated Source: The Boston Consulting Group Copyright 2014 CustomerThink Corporation. All Rights Reserved. 28

29 Do as I say, Not as I do! Copyright 2014 CustomerThink Corporation. All Rights Reserved. 29

30 Engaged employees are not just committed. They are not just passionate or proud. They have a lineof-sight on their own future and on the organization s mission and goals. Herb Kelleher, Southwest Airlines Copyright 2014 CustomerThink Corporation. All Rights Reserved. 30

31 Walk Your Talk Walt Disney: By stooping to excellence, demonstrated to all employees that picking up trash wasn t beneath him. Steve Meyer, CEO of Welch Allyn: Participates in action planning, insists that customer insights are factored into decisions Jeff Bezos, CEO of Amazon: Customer complaints sent to jeff@amazon.com escalated with? treated like a ticking time bomb Copyright 2014 CustomerThink Corporation. All Rights Reserved. 31

32 Who you are speaks so loudly I can't hear what you're saying. Ralph Waldo Emerson Copyright 2014 CustomerThink Corporation. All Rights Reserved. 32

33 Do Customers Have a Seat at Your Table? Our vision is to be earth s most customer centric company; to build a place where people can come to find and discover anything they might want to buy online. CEO Jeff Bezos Copyright 2014 CustomerThink Corporation. All Rights Reserved. 33

34 Thank You! Bob Thompson, CEO CustomerThink HookedOnCustomers.com Copyright 2014 CustomerThink Corporation. All Rights Reserved. 34

35 Thanks for Your Participation Bob Thompson CEO Tel.: 619/ Elaine Cascio Vice President Tel.: 401/

36 Requests for Information Bill Bradley VP, Marketing & Business Development Omega Management Group Corp. Tel. 978/ Check for upcoming webcasts at