Fostering Customer-Centric Thinking at the Leadership Level

Transcription

1 EXPERIENCE 18 Fostering Customer-Centric Thinking at the Leadership Level Theresa Block, MAC Cosmetics Dustin More, Bloomingdale s John Abraham, Medallia

2 The Importance of Forming Good Habits 2

3 Good Customer Habits: A Role for Technology Mobile daily vs monthly active users (DAU/MAU) 66% 47% 48% 20 23% 3

4 Good Customer Habits: Frontline Rituals Employees who review feedback daily or weekly with their teams and are recognized for their work are... 5x more likely to be promoters of their company 50% more likely to say they plan to stick around (6 months+) Source: Medallia Institute survey of frontline employees, 2016; n=1000.

5 How can we build customer-centric habits at the leadership level? Medallia Copyright

6 Entering a New Era of Consumer Embedded Thinking Theresa Block Executive Director, Global Consumer Insights 6

7 The House That MAC Built Built on makeup artistry, first of a kind brand retailer MAC Cosmetics Copyright

8 We Connected to People, and Built Community MAC Cosmetics Copyright

9 A New Era of Connectivity At the start of our journey with Medallia! Now we are here! THE POWER OF NPS UNDERSTANDING LISTENING TO THEIR VOICES INSPIRING MUA AND LEADERS SIMPLE FACT: Happy Customers = More Loyal Customers Rich Commentary Showcases Both Love and Pain Points (opportunities!!) Positive Feedback Inspires Raw Criticism Enlightens MAC Cosmetics Copyright

10 Building New Rituals at the Executive Level Attention grabber: using push model WEEKLY SCORECARDS MONTHLY TOPICALS QUARTERLY DEEP DIVE MAC FSS CUSTOMER SATISFACTION U.S. &CANADAMANAGEMENTREPORT WEEKLYSPOTLIGHT STAFF SPOTLIGHT STAFFINGRATIOS MORE COMPLEXTHAN YOU THINK SERVICE QUALITY STAFFING AND SPEED HAPPYCUSTOMERS, WIN WIN Themes in-depth Door by door diagnosis and synergies Consumer Segments in-depth Business outcomes and trends Product enhancements Demand trends and opportunities KNOW-HOW STORE ENVIRONMENT MAC Cosmetics Copyright

11 Building New Rituals at the Executive Level Designing for experience à experimentation and measurement SHOPPER SURVEYS EYE TRACKING SHOP- INTERCEPTS BEHAVIORAL OBSERVATION FORMAT TYPE M B A P NPS Store Environment Customer Service N/C N/C N/C N/C MAC Cosmetics Copyright

12 Building New Rituals at the Executive Level Future forward STAFFING & SERVICE MODELS BOLD DESIGN EXPERIMENTATION CUSTOMER TYPES CUSTOMER BEHAVIORS CUSTOMER PREFERENCES CUSTOMER FIRST! MAC Cosmetics Copyright 2018.

13 Expanding Reach Within Your Leadership Team Dustin More Operating VP, Omnichannel CX & Selling Effectiveness 1

14 A Brief History of NPS at Bloomingdale s Our pivotal moment! Introduction of Voices App NPS data primarily used by stores NPS data becomes further integrated into the corporate culture Bloomingdale s Copyright

15 Effectively Engaging Different Business Units STORES MERCHANTS COM Find key insights not available to their user level Provide individual store data deep dives Keep a hyper-narrow focus Connect merchandise strategies to customer satisfaction Satisfy large appetite for data ALWAYS demonstrate the ROI Bloomingdale s Copyright

16 Medallia Voices App: Bringing Humanity to the Data Engages executives with the voice of the customer every day Gives executives direct access to the voice of the customer, allowing them to self-discover customer pain points Adds the emotional component behind all of the numbers On average, more than 1/3 of executives who have the app access weekly, and about 3 times per week Bloomingdale s Copyright

17 TIP #1 Voices: Tips to Drive Engagement Everyone loves recognition! When you see a positive comment, use the function to celebrate successes of various business units on a regular cadence Bloomingdale s Copyright

18 TIP #2 Voices: Tips to Drive Engagement Keep the conversation alive! Engage with executives who have the app to keep them hooked. E.g. I don t know if you saw this today, but take a look! Bloomingdale s Copyright

19 What s next: How to get the customer s voice in more hands? Bloomingdale s Copyright

20 Q&A Thank You! #EXP18Medallia Theresa Block, MAC Cosmetics Dustin More, Bloomingdale s John Abraham, Medallia 20