FOR E S E E CAS E STU DIES A N D A T HRE E -ST E P, P HASE D A PPROACH TO CX M E ASURE ME NT Accelerate Your CX Journey 2016 ForeSee
Why is it so tough to get CX right? Every brand today is facing the same challenge: Customers interact with brands across multiple channels. Yet brands often lack the ability to connect the dots across this journey in order to measure, improve, and deliver the best possible customer experience. There are real reasons for the lag between how customers experience brands and how brands understand those experiences: No Champion: Few brands have one internal champion with insight and authority over the customer experience across the entire customer journey. Technology Fragmentation: Different business units adopt different point solutions to measure and improve CX, resulting in fragmented data and view of the customer. Too Much Data: Even brands getting it right struggle to sift through volumes of data to find what s really important, and prioritize improvements that will make a difference. In short, it s incredibly difficult to stitch together CX data in a way that makes meaningful sense. SO, HOW DO YOU GET CX RIGHT? FORESEE ACCELERATE YOUR CX JOURNEY 2
It s time to accelerate CX starting with digital. Forward-looking companies know they have to get CX right. Good customer experiences are a proven indicator and predictor of revenue, retention, loyalty, advocacy, and market share. 1 Most organizations have some CX measurement in place, often in digital and starting with web. Yet all too often this data is incomplete, isolated, and lacking context. IT S TIME TO ACCELERATE DIGITAL CX. From... Focusing on some digital experiences and not others Measuring digital independent of contribution to and from other channels Making CX decisions without the full picture of the customer experience To... Identifying and measuring all of the discrete experiences that make up the complete digital customer experience Understanding the gaps, connections, and contributions between digital and all other channels Measuring the complete customer experience with a single metric, and prioritizing CX improvements holistically Accelerating CX isn t easy. In the next few pages, we look at ForeSee customers who undertook this journey, and conclude with a three-step, phased approach to accelerating your CX measurement. 1 Examples: A highly satisfied visitor is 54% more likely to make a purchase online, 57% more likely to recommend the company, and 52% more likely to return (Source: ForeSee Experience Index 2015). A good customer experience correlates with consumers willingness to repurchase, reluctance to switch, and likelihood to recommend firms and can be worth up to $1 billion (Source: Forrester). Investing in companies with higher customer satisfaction scores produces higher returns at lower risk (Source: Journal of Marketing). 3
CASE STUDY National Insurance Company Measures CX to Increase Retention and Upsell First, Then Expands to Acquisition OUR CX CHAMPION A director of customer insights recognized the need for CX measurement when she joined a national US insurance company. Having worked with ForeSee in the past, she was able to make the case to her team and leadership that CX decisions could be better made with customer feedback and ForeSee s predictive methodology. The company started by measuring the account management experience for existing customers. With ForeSee, they quickly learned that customers were not happy with the online billing and claim processes, and now had data to know what functionality to improve. Able to show positive business impact with their account management measurement, the company next turned to its online acquisition channel its public website. THE BROKEN PROCESS However, that was just the start. While they were able to make CX improvements to drive retention, upsell, and likelihood to recommend among existing customers, they didn t yet have data on how to improve the experience for prospects on acquisition channels losing conversions, potential customers, and revenue. ACCELERATING THEIR CX JOURNEY Able to show positive business impact with their account management improvements, the company next turned to its online acquisition channel its public website and the request quote experience. After implementing ForeSee CX measurements for these experiences, the company was able to: Determine what product content resonated for first-time visitors and where improvements could be made to increase quote requests. Optimize its quote request form to increase conversions. Recognize success in one digital channel first, then extend across the rest of its digital channels: its mobile app and mobile site. Expand its CX measurement strategy to include the sales and service experience delivered through its contact center, resulting in concrete changes to its agent training program. FORESEE ACCELERATE YOUR CX JOURNEY 4
CASE STUDY Former Catalog Business Turned Multi-Channel Retailer Wins with Single, Actionable CX Metric Across 14 Customer Touchpoints OUR CX CHAMPION Argos is U.K. s leading digital retailer, with a web presence, mobile channels, hundreds of stores, call centers, and even a television shopping network. Argos made the transition from catalog and showrooms to multichannel retailer long ago. And when it did, it had the early foresight to begin measuring across all of its distinct channels, including web, home delivery, store, and exit surveys. Collecting the data was easy enough, but our CX Champion Abigail Austin, Senior Customer Research Manager found that making sense of it was another matter. The company had deployed multiple surveys across its channels, asking different questions which resulted in different metrics that could not be reconciled across the business. THE BROKEN PROCESS Argos lacked a high-level view of the customer journey needed to prioritize the most critical customer satisfaction challenges across the business. Management was frustrated by the lack of a common and actionable metric. ACCELERATING THEIR CX JOURNEY This multi-channel retailer needed a multi-channel measurement program. So Austin pursued one number that would tell her how the company was performing across all customer touchpoints at any given time. Within four months of ForeSee implementation, Argos began measuring 11 discrete customer touchpoints. Within a year, they were measuring 14, with plans to roll out more. Across these 14 touchpoints, Argos achieved a single, consistent metric that allowed a high-level, top-down view as well as action-ability at the touchpoint and channel level. Today, more than 150 Argos managers have access to the ForeSee portal and receive top-line ForeSee CX data and insights weekly via email. Leaders now know how the company is doing overall, how each channel is performing, and what the critical customer satisfaction challenges are at any given time. With ForeSee, we achieved our onenumber multi channel view, but we also gained a decision-support system that s driven by our customers. Abigail Austin Senior Customer Research Manager for Argos FORESEE ACCELERATE YOUR CX JOURNEY 5
A 3-Phase Approach to Accelerating CX Measurement Maturity Most companies have some CX measurement in place. The goal is to continue evolving, improving, and growing your CX measurement strategy, in order to make decisions based on the fullest picture of the customer experience possible. The companies discussed in the previous pages broadened their CX scope and moved quickly and efficiently down the path of CX measurement maturity. Based on these and other ForeSee client success experiences, we ve identified a 3-step, phased, and pragmatic approach to accelerate your CX journey. WHERE ARE YOU ON THIS JOURNEY AND WHAT S YOUR NEXT STEP? F O R E S E E A C C E L E R AT E Y O U R C X J O U R N E Y 6
Start with Digital CX. Prove its bottom-line impact. You ve got behavioral (clickstream) and attitudinal (CX) data, now it s time to optimize and extend across the digital customer experience. Your goal here is to connect the entire digital customer experience to business goals, collect proof points and examples of ROI, and begin building a compelling business case for accelerating CX beyond digital. To optimize digital CX at this phase, ensure the following: Extend from web to mobile to capture the entire digital experience. Mobile now represents 65 percent of all digital usage. 2 The desktop web experience is just one piece of the puzzle. Measure and analyze across the complete digital customer experience, including web, mobile, tablet, and within apps. Measure every discrete digital experience. Beyond the basic digital browse experience, look at other experiences that can be isolated, measured, and optimized, such as before- and after-purchase, post-visit, cart or checkout abandonment, or authenticated environments. Each experience can be improved individually and in aggregate. Enrich CX insights with visualization or real-time tools. Visualization tools and session replays help pinpoint exactly where visitors are struggling and efficiently resolve issues. An opt-in feedback tool helps you get ahead of issues before they escalate with real-time customer voices. Adding this rich data can help leaders see it as they see it and drive change faster. Connect digital CX to ROI. Now armed with a full view into the digital customer experience, tie your data, insights, and CX improvements directly back to business results. To champion CX across the customer journey as well as the organization, you ll need to prove its bottom-line impact. 2 2016 U.S. Cross-Platform Future in Focus (Source: comscore 2016) FORESEE ACCELERATE YOUR CX JOURNEY 7
Tackle the Attribution and Contribution Puzzle. You ve spent so much time proving ROI in digital whether it s a sale in retail, a bill pay in healthcare, or an application in financial services the focus has been on conversion. Make room for your next KPI: contribution, or how digital contributes to other parts of the business and vice versa. How do you begin approaching the attribution and contribution puzzle? Let the customer guide you their journey is yours. Begin to measure digital contribution by understanding alternate paths customers take after visiting digital channels. Learn if customers buy offline after a visit to your digital channels. Learn if they choose a competitor. Learn why they choose what they do, continuously, like a persistent focus group. Be the change agent use digital CX as a case study. This is a cross-channel effort that requires a cross-channel champion. If you re reading this, the champion is you. Gather examples from your digital CX success to rally the troops. Get ready to knock their socks off with the certainty you bring to your decision-making. Find allies or a sponsor who understands the win-win. Identify the right partners who are willing to tackle the attribution puzzle with you, for example, channel or functional leaders with a vested interest in solving this together. Better yet, find an executive sponsor with oversight of multiple parts of the customer journey. Choose your allies wisely, which takes us to the next requirement. It s a brave new world be creative, risk-taking, relentless. Recognize that this is not an easy puzzle to solve. It s takes your willingness to experiment, iterate, and be accountable. Get your allies in alignment with this mindset. Just as customer behaviors are changing, so too must your measurement approaches. FORESEE ACCELERATE YOUR CX JOURNEY 8
Go Holistic: Standardize and Prioritize. It s the holy grail of CX maturity: a single view of the customer experience enabling strategic changes that actually impact the bottom line. Getting here is tough. But if you do the first two phases right, you re set up well to make CX improvements holistically, across the business and across the customer journey. At this phase: Build a cross-functional CX center of excellence. It s impossible to tackle the attribution puzzle without the right people in the room. Keep each other accountable by convening a cross-functional team a CX center of excellence that meets at least monthly to share CX data, insights, and action items. If you have a separate research or insights group, involve them early. Work towards a single CX metric and dashboard. While few reach this level of CX maturity, it s possible and within your reach. Develop a common CX measurement framework and methodology whether you re measuring by device, channel, or discrete experience. Bring CX metrics into one dashboard view that everyone can access. Look at priorities holistically across the organization. You ve got the right stakeholders in the room. You re sharing your data and insights. Next comes the end goal you ve been working towards: prioritize improvements by the customer experience without regard to business or budget silos, no matter where the journey takes you. Measure CX and make improvements holistically. FORESEE ACCELERATE YOUR CX JOURNEY 9
Conclusion Just as customers are on a journey, so too are brands. Accelerate your CX journey by identifying where you are in this three-phase approach to CX measurement maturity, and deploying recommended steps. The end goal is to measure the complete customer experience, prioritizing CX improvements holistically, and having the biggest impacts across the entire organization. Brands that get this right are best positioned to stay ahead of customer expectations and the competition. For a customized plan to accelerate your CX program, connect with your ForeSee sales representative or email sales@foresee.com. About ForeSee Founded in 2001, ForeSee is the pioneering leader in Voice of Customer (VOC) solutions. Armed with the ForeSee CX Suite, more than 2,000 companies worldwide in retail, government, financial services, healthcare, consumer packaged goods, and other industries have transformed their VOC programs into a strategic and rigorous business discipline that delivers economic impact. Only ForeSee offers a multi-patented algorithmic approach to customer experience measurement, access to an unmatched 175 million benchmarked experiences, and actionable insights from a team of 200 expert analysts that give certainty to CX improvements. A subsidiary of Answers Corporation, ForeSee is headquartered in Ann Arbor, MI and has offces in Mountain View, New York, St. Louis, Cleveland, Vancouver, and London. For more information, visit www.foresee.com. FORESEE ACCELERATE YOUR CX JOURNEY FS1533-0916 10