Post on 25-Jun-2020
HOW GOOD IS YOURCX PROGRAMME REALLY?
Bringing your programmeto the next level
#X4EUROPE
Mark CullenQualtrics CX Consulting Partner
Catriona SheilSubject Matter Expert Qualtrics
#X4EUROPE
SUCCESSFUL CX PROGRAMMES DELIVER BUSINESS IMPACT
Increased Sales
33%Increased Retention
28%
#X4EUROPE
QUANTIFYING THAT IMPACT
Companies measurethe impact of customer experience initiatives
66%
Economist Intelligence Unit 2015
Are effective or very effective at delivering commercial impact.
14%
Source Forrester 2018
#X4EUROPE
THE MAJORITY OF BUSINESSES SPEND THEIR TIME COLLECTING AND ANALYSING DATA
0 5 10 15 20 25 30 35 40 45
Transformers
Collaborators
Analysers
Collectors
Novices
% of Companies
Source: Temkin 2015
MEASUREMENT ALONE WON’T MOVE THE SCORE
#X4EUROPE
#X4EUROPE
BEST PRACTICEPRINCIPLES UNDERPIN THE MODEL
#X4EUROPE
Align with Business Objectives CX KPI targets Supports Multi Channel
Feedback CollectionAppoint Outer Loop Manager(s)
Target group & sampling Deep dive analysis Quarterly Feedback transfer from
Inner to outer circleFeedback transfer from outer to inner circle
Programme scope & phasing articulated Employee Engagement
Realtime Reporting & Role Based Dashboarding
Nominate a Programme Manager Questionnaires design Financial linkage Track Customer
Experience MetricsInsert Customer Go/No Go points into the NPD process
Ensure cross-functional engagement
Org CX maturity assessment completed
Customer centric culture
Supports Closed Loop ticketing System Measure Brand NPS Identifying the right
triggersCustomer journey analysis
Assess Commercial Impact (CX Economics)
CFL implementation Objectives and alignment with market strategy
Objectives & Strategy Positioning Strong Analytics Capability
Measure Relationship NPS (Customer Base)
Data tagging / embedded data Channel analysis Effect realization on
CEX activitiesPrioritized list of inner circle issues (channel wise)
Report progress on initiatives
Executive Sponsorship Internal Communications Plan
Facilitates ad hoc surveys to deep dive specific topics
Measure Customer Journeys Survey Invites Prioritisation analysis
Identify incremental value created by CEX activities
Weekly Follow up on inner loop
Regular feed findings and analysis from inner loop to outer loop
Customer experience director
Execution on Communications Plan
Can manage multiple programmes
Measure Digital Journeys Survey quarantine Dashboards Assess Operational
ImpactDocument the call back process
Monthly update to Executive
Customer Journey Manager
Resources to execute the plan
Appoint Insights & Analytics Manager
Measure Transactional Touchpoints Metrics & KPIs Customer facing
people Assess Cultural Impact Process embedded in the organisation
Map End to End Experience for all new products & services
Roles & resources System Flexible, Scaleable
Appoint Inner Loop Manager(s)
Utilise Other Sources of intelligence Monthly tracking Monthly reporting Appointed inner loop
captain(s)Appointed outer loop captain
Use Insights to inform the ideal experience
BEST PRACTICE PRINCIPLES - 72
#X4EUROPE
1 EnableHow are we set up to support this programme?
ASSESSMENT MODEL
2 ListenWhat are our customers telling us?
3 UnderstandWhat does this mean for our business?
4 ActWhat are we doing about it?
BUSINESS IMPACT
LISTEN
ENABLE
UNDERSTAND ACT
#X4EUROPE
THREE LEVEL BEST PRACTICE MODELDesign Aligned with Business Objectives
Strong Governance
Customer Centric Culture
Sophisticated Technology Platforms
Compelling and Continuous Communications
Measure the Right Things
Apply Correct Methodology
Types of Analysis
How is it Being Used?
Sharing the Insight — Reporting and Dashboards
Assessing the Business Impact
Closing the Inner Loop for Individual Customers
Closing the Outer Loop for Segments
Building Great Experiences First Time
ENABLE
LISTEN
UNDERSTANDING
ACT
#X4EUROPE
UNDERPINNED BY THE MARS ASSESSMENT APPROACH
Source: Outside In by Harley Manning and Kerry Bodine. 2012. The 4 Adoption Levels of CX Practices
We have a process that defines when to do this and we follow
it most of the time
Repeatable
We do this sporadically
Ad hoc
We don’t dothis at all
Missing
We have a process that defines when to do this and we follow
it all of the time
Systematic
0 10 20 30 40 50 60 70 80 90 100
Enable
Listen
Understanding
Act
#X4EUROPE
ASSESSING THE CX PROGRAMME FOR IMPACT
Start ZoneBuild Zone
Impact Zone
0 10 20 30 40 50 60 70 80 90 100
Enable
Listen
Understanding
Act
#X4EUROPE
TYPICAL ASSESSMENT RESULTS
Start Zone Build Zone Impact ZoneStart ZoneBuild Zone
Impact Zone
#X4EUROPE
1. ENABLE
BUSINESS IMPACT
LISTEN
ENABLE
UNDERSTAND ACT
#X4EUROPE
ENABLE - MODEL HIERARCHY
Design Aligned with Business Objectives
Customer Centric Culture
Sophisticated Technology Platforms
Compelling and Continuous Communications
ENABLE
Strong Governance
#X4EUROPE
q Executive Sponsorq Executive Steering & Monthly Meetingq Programme Managerq Programme Planq Cross-functional Teamq Weekly Programme Meetingq Assign Ownership and Follow Up
GOVERNANCE CHECKLIST
GetThingsDone
#X4EUROPE
2. LISTEN
BUSINESS IMPACT
LISTEN
ENABLE
UNDERSTAND ACT
#X4EUROPE
LISTEN - MODEL HIERARCHY
Measure the Right Things
Apply Correct Methodology
LISTEN
#X4EUROPE
2. LISTEN - MEASURING THE RIGHT ELEMENTS
Measure the Right Things
Brand NPS
Relationship NPS
Customer Journeys
Transactional Channels & Touchpoints
Digital Channels and Experiences
Other Sources of Customer Data
#X4EUROPE
3. UNDERSTAND
BUSINESS IMPACT
LISTEN
ENABLE
UNDERSTAND ACT
#X4EUROPE
UNDERSTAND - MODEL HIERARCHY
Types of Analysis
How is it Being Used?
Sharing the Insight — Reporting and Dashboards
Assessing the Business Impact
UNDERSTANDING
#X4EUROPE
UNDERSTAND – ASSESSING BUSINESS IMPACT
Tracking CX metrics
Assess commercial
impact
Identify incremental
value created by CX activities
Assess operational
impactAssess cultural
impact
Aligning with the business stakeholders
#X4EUROPE
ILLUSTRATING BUSINESS IMPACT
Sales
OPEX
Operational Expenses
Engaging with Frontline Employees
#X4EUROPE
4. ACT
BUSINESS IMPACT
LISTEN
ENABLE
UNDERSTAND ACT
#X4EUROPE
ACT - MODEL HIERARCHY
Closing the Inner Loop for Individual Customers
Closing the Outer Loop
Building Great Experiences First Time
ACT
#X4EUROPE
3 Hour Appointment Slots
Right first time
ACT - OUTER LOOP
#X4EUROPE
APPLYING THE CX ASSESSMENT MODELHow we see the model being used:
CX ProgrammeBenchmark
CXProgramme
Refresh
CX Programme
Scoping
#X4EUROPE
BUSINESS IMPACT
LISTEN
ENABLE
UNDERSTAND ACT
THANK YOU
#X4EUROPE