How to Execute Your CX Vision
Transcript of How to Execute Your CX Vision
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 Implementing 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
©2015 QUALTRICS LLC.
Jamie MorningstarProduct Manager
Jamie joined Qualtrics in 2014 to lead product development for reporting, analytics, and customer experience. Jamie comes with a strong background in software engineering and product management and led the product development launch team for Qualtrics Vocalize.
©2015 QUALTRICS LLC.
What do I measure?To determine which metrics will be most valuable for your organization to measure, map your typical customer’s journey to identify where you interact with them at each stage.
©2015 QUALTRICS LLC.
Identify feedback channels for each customer touch pointKey stages of the customer journey
Capture new customer insights and drive conversion by delivering what customers want on every channel.
Understand and resolve friction points in the sales process and identify cross-sell opportunities with real-time feedback.
Identify and remove barriers to delivery/implementation success and improve coaching to drive buyer satisfaction. Empower your
organization to optimize how it responds to feedback and improves customer outcomes.
Drive greater renewal and upsell rates by staying ahead of customer decisions and improving customer elements that matter most.
o Website/mobile intercepts
o Event feedbacko CSAT by staff/location
o Sales process feedbacko RFP feedbacko Post-transaction
surveyso Onboarding feedbacko Post consultation
surveyso CSAT by
delivery / implementation rep
o Closed loop feedbacko Call center CSATo In-product/website/app
feedback
o Pre-renewal surveyo Relationship survey
Pre-Sales
Purchase
Implement
Use
Renewal
©2015 QUALTRICS LLC.
Chooseyour metricsSelect a metric that’s appropriate to the touch point.
o Loyalty metrics, such as Net Promoter Score (NPS)o Emotional satisfactiono Effort scoreo Intent to purchase or repurchase
©2015 QUALTRICS LLC.
Solicited Feedback Channelsused by companies to proactively seek customer feedback.
How do I measure satisfaction? Unsolicited Feedback
Channels feedback initiated by sources outside of a company’s control.
Mailers Web Intercepts
IVR & CATI
SMS Mobile Cart Abandonmen
t
OfflineApp
Barcode Scanner
QR Code Scanner
Social
©2015 QUALTRICS LLC.
To test questions and channels, check reliability and validity.
o Reliability – Ensure that all questions are well-designed and will collect reliable data. (e.g. No duplicate questions)
o Validity – How easy survey items are to understand and analyze.
Test & Iterate
©2015 QUALTRICS LLC.
12
Overt Analysis – An method for identifying the most influential pieces of the customer experience through asking customers increasingly specific questions to identify drivers.
Identifying key drivers of satisfaction
©2015 QUALTRICS LLC.
13
Derived Analyses – This common type of driver analysis examines the relationships between customer variables using statistical procedures like correlation and regression.
Identifying key drivers of satisfaction
©2015 QUALTRICS LLC.
14
Text Analytics – This type of analysis typically uses quantitative data to identify drivers, however we suggest using qualitative, or open text data, to collect more specific feedback.
Identifying key drivers of satisfaction
©2015 QUALTRICS LLC.
Real-time, relevant reportingThe ultimate objective is to drive behavior at each level of the organization. Flexible, role-based dashboards allow you to provide relevant real-time insights and metrics to your organization. o Contextual relevanceo Protection of sensitive
informationo Real-time data
©2015 QUALTRICS LLC.
18
Putting Real-Time Metrics at the Fingertips of every employee
Empower managers to understand which teams, locations, and products require attention.
Enable operators to view account health and satisfaction, and provide automated alerts to ensure action
©2015 QUALTRICS LLC.
19
Reporting FrequencyDecide on your reporting channels. There’s a time and a place for curated periodic reports and on-demand data.
o Dashboardso Curated Reports
©2015 QUALTRICS LLC.
Take ActionEvery great program is meant to drive action and change!
o Micro Opportunities – Make a difference on a small scale
o Macro Opportunities – Discover and drive large-scale changes
©2015 QUALTRICS LLC.
Take ActionMicro Opportunities – The most straightforward customer opportunity. Micro opportunities usually involve a single customer with a negative experience.
o Can be as simple as refunding a purchase or issuing an apology
©2015 QUALTRICS LLC.
Take ActionMacro Opportunities – Typically rely on a large amount of quantitative feedback. Analytical and statistical methods are critical for identifying macro opportunities.
o A poor NPS or CSAT might be examples of macro opportunities.
o Macro opportunities can take significant time and financial investments.
©2015 QUALTRICS LLC.
Goal SettingSMART Method
SPECIF IC goal should be clear and unambiguous
MEASUREABLE goal progress is quantifiable
ACHIEVEABLE goal is challenging, yet realistic and attainable
RELEVANT goal is aligned with existing roles and duties
TIME-BOUND goal has a target date for completion
©2015 QUALTRICS LLC.
Rinse &RepeatThe process of identifying customer touch points, collecting data, reporting, and taking action is iterative.
Your company will evolve over time, so don’t be afraid to continually evolve your customer feedback program and start again when necessary.
©2015 QUALTRICS LLC.
32
Executing a Customer Experience ProgramDay 1: How to Build a CX VisionBruce PaulPrincipal Consultant, Customer Experience
o Building a Plano Creating Alignmento Implementing 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
©2015 QUALTRICS LLC.