how to build your cx vision

Build Your CX Vision for a

World-Class CX Program

Bruce PaulPrincipal Consultant, Customer Experience

Qualtrics

2

The recording and slides for today’s presentation will be made available on cxweek.com along with other content and webinars from throughout the week

Please use the chat window to submit questions throughout the webinar – we will have time designated at the end for Q&A

Join the conversation on Twitter by tweeting @Qualtrics using #cxweek

Housekeeping

©2015 QUALTRICS LLC.

3

Executing a Customer Experience ProgramDay 1: How to Build a CX VisionBruce PaulPrincipal Consultant, Customer Experience

o Building a Plano Creating Alignmento Selecting a Platformo Planning Key Milestones

Day 2: How to Execute Your VisionJamie MorningstarProduct Management Leader

o Omni-Channel Measuremento Identifying Key Driverso Analysis & Reportingo Testing & Iterating

Day 3: How to Change Your CultureBenjamin Granger, Ph.D.Principal Consultant, Employee Insights

o Understanding Different Cultureso Promoting an Ideal Culture: Organizationso Promoting an Ideal Culture: Managers o Promoting an Ideal Culture: Employees

Day 4: How to Achieve & Communicate ResultsKyle Groff, Ph.D.Principal Consultant, Customer Experience

o Tracking Customer Outcomeso Demonstrating ROIo Driving Executive & Business

Communicationo Defining a Path Forward


Bruce PaulPrincipal Consultant – Customer Experience

Bruce is a principal subject matter expert at Qualtrics focused on helping companies design, build, and deliver world-class customer experience and research programs.

Bruce formerly worked as a Principal at Greenwich Associates, where he ran the US Customer Experience practice. Other roles include Senior Vice President at Synovate, and Vice President at The Nielsen Company, where he worked in senior leadership positions for nearly 10 years. Bruce is a three-time recipient of the Nielsen Platinum Award and is a Fulbright Fellowship recipient.


AnalyzeIdentify opportunities, understand trends, and deliver data to the right people ROLE-BASED DASHBOARDS & ANALYTICSDATA COLLECTION

OPERATIONAL INTEGRATION

CHANNELS

CollectUnderstand customer relationships and key touch points, and capture unsolicited feedback

ActDrive strategic and tactical action to improve customer and business outcomes

Others

SMS Feedback Key Accounts

IVR Surveys Employees

Email Surveys Website Experience

Mobile & In-app Feedback Locations

Website Feedback

Contact Centers

Social Feedback Mobile / App Experience

Text analytics, Key drivers,Weighting Digests

Customer data,Operational data

Case management

Scorecards

Data-based alerts

Automated actions

Executive ManagerFront-line


6

Building a CX VisionMACRO OPPORTUNIT IES

Identifying reoccurring, systemic opportunities to improve customer patterns & drive loyalty

EXTERNAL IMPERATIVES

Learning what customers think and prefer based on solicited and unsolicited feedback

MICRO OPPORTUNIT IES

Solving customer-specific issues to drive individual satisfaction & loyalty

INTERNAL IMPERATIVES

Creating the internal mechanisms to appreciate, respond to, and improve customer outcomes


7

Key Factor for Success #1: Strong Leadership

STRATEGIES TO OBTA IN BUY- IN

1. Create an ROI Outline2. Conduct a customer case study3. Conduct a trial VOC program

o Collection: Demonstrate data quality and cost per responseo Analysis & Reporting: Demonstrate ease of reporting and

insight valueo Action: Identify low-hanging opportunities and close the

loopo Impact: Demonstrate impact in areas that can prove value

EXECUT IVESMust consistently demonstrate customer centricity by words, deeds, and prioritiesCX LEADERSHIPMust effectively communicate leadership vision, priorities, and business impactMANANGERSMust model front-line behavior and demonstrate correct priorities

FRONT-L INEMust demonstrate customer centricity by words, deeds, and priorities


8

Key Factor for Success #2: Vision & Clarity


CRITER IA FOR A V IS ION STATEMENT

1. Simple and clear2. Known and repeatable at each level of

organization3. Possesses executive sponsorship4. Associated with specific goals and

objectives5. Associated with a clear roadmap of

milestones

“At American Express, we have a mission to be the world’s most respected service brand. To do this, we have established a culture that supports our team members so they can provide exceptional service to our customers.”

-AMER ICAN EXPRESS“In store or online, wherever new opportunities arise, Nordstrom works relentlessly to give customers the most compelling shopping experience possible.”

-NORDSTROM

9

Key Factor for Success #3: Engagement & CollaborationSTRATEGIES TO DR IVE ENGAGEMENT

1. Provide opportunities for regular, confidential, unfiltered feedback

2. Encourage personal action on flagged issues3. Implement and demonstrate real change4. Share key results and findings with the

workforceResults Email, Newsletters, Town Hall Meetings, Quarterly Webinars, Office Posters

“Teams classified as ‘high performance zone for engagement’ had a 37% Net Promoter Score (NPS) versus 10% NPS for teams.”

-AON HEWITT (2011)


10

Key Factor for Success #4: Listening & Learning

STRATEGIES TO CONSIDER

o Implement a platform that will encourage feedback

o Enable omni-channel listeningo Let the customers give feedback how they wanto Ensure actions and follow-up are integrated in

processo Share the learning internallyo Ensure the narrative does not replace the factso Choose a platform that is dynamic


11

Key Factor for Success #4: Listening & Learning

Above all, you must implement an approach tailored to your business.

MUST-HAVES FOR ANY VOC PROGRAM

o Omni-channel measuremento Flexible role-based dashboardso Key driver analysis & text analyticso Case management & follow-up

o CRM & operational process integrationo Direct behavioral connectiono Real-time measurement & reactiono DIY Survey builder with advanced logic


12

Key Factor for Success #5: Alignment & Action

Target Customer OutcomeSTRATEGIES TO CONSIDER

1. Map key objectives to business and organizational touch points

2. Create and align cross-functional teams toward singular objectives


13

Key Factor for Success #6: Planning the Journey


14

Key Factor for Success #7: Patience & Commitment

o Biggest Trap!o Implementing or changing a CX program is a slow

processo You cannot outsource it, no matter how much you payo Trumpet short term wins and success storieso Know yourself and your organization


16

Executing a Customer Experience ProgramDay 1: How to Build a CX VisionBruce PaulPrincipal Consultant, Customer Experience

o Building a Plano Creating Alignmento Selecting a Platformo Planning Key Milestones

Day 2: How to Execute Your VisionJamie MorningstarProduct Management Leader

o Omni-Channel Measuremento Identifying Key Driverso Analysis & Reportingo Testing & Iterating

Day 3: How to Change Your CultureBenjamin Granger, Ph.D.Principal Consultant, Employee Insights

o Understanding Different Cultureso Promoting an Ideal Culture: Organizationso Promoting an Ideal Culture: Managers o Promoting an Ideal Culture: Employees

Day 4: How to Achieve & Communicate ResultsKyle Groff, Ph.D.Principal Consultant, Customer Experience

o Tracking Customer Outcomeso Demonstrating ROIo Driving Executive & Business

Communicationo Defining a Path Forward


Thank You!