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WEBINAR Top 10 Tactics To Rally Your Organization Around Customer Experience Metrics And Insights

WEBINAR Top 10 Tactics To Rally Your Organization Around Customer Experience Metrics And Insights. Maxie Schmidt-Subramanian, Ph.D., Senior Analyst. September 17, 2015. Call in at 12:55 p.m. Eastern time. 65%. 53%. “want to make reports more actionable”.

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WEBINAR Top 10 Tactics To Rally Your Organization Around Customer Experience Metrics And Insights

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  1. WEBINARTop 10 Tactics To Rally Your Organization Around Customer Experience Metrics And Insights Maxie Schmidt-Subramanian, Ph.D., Senior Analyst September 17, 2015. Call in at 12:55 p.m. Eastern time

  2. 65% 53% “want to make reports more actionable” “want to expand the number of people with which they share insights” Source: Q2 2014 Global State Of Voice Of The Customer Programs Online Survey

  3. Top 10 ways to rally stakeholders around CX metrics fall into four groups Easy Appealing Relevant Specific Source: June 4, 2015, “Top 10 Ways To Rally Your Organization Around Customer Experience Metrics” Forrester report

  4. Top 10 ways to rally stakeholders around CX metrics fall into four groups Specific Source: June 4, 2015, “Top 10 Ways To Rally Your Organization Around Customer Experience Metrics” Forrester report

  5. Specificity: Make CX metrics concrete for each stakeholder 1 2 3 Translate high-level CX metrics into tangible initiatives. Make cross-channel and cross-silo CX metric linkage explicit. Identify specific employee behaviors that improve CX metrics.

  6. 1 A telecommunications provider developed a list of customer promises 10 x

  7. 2 Pitney Bowes created a hierarchical system of CX metrics by influence

  8. 3 Hampton Hotels identifies employee behaviors that improve CX Source: July 3, 2014 “Case Study: How Hampton Hotels Built And Sustains Its Customer-Obsessed Culture” Forrester report.

  9. Top 10 ways to rally stakeholders around CX metrics fall into four groups Relevant Specific Source: June 4, 2015, “Top 10 Ways To Rally Your Organization Around Customer Experience Metrics” Forrester report

  10. Relevance: Link CX metrics to stakeholders' success 4 5 Connect CX metrics to stakeholders’ personal goals. Share metrics at key moments in stakeholders’ decision-making journeys.

  11. 4 AAA Mid-Atlantic researches stake-holders’ goals and how CX can help Source: June 4, 2015, “Top 10 Ways To Rally Your Organization Around Customer Experience Metrics” Forrester report

  12. 5 GE Healthcare hits VoC sweet spot in stakeholders’ decision-making Source: June 4, 2015, “Top 10 Ways To Rally Your Organization Around Customer Experience Metrics” Forrester report

  13. Top 10 ways to rally stakeholders around CX metrics fall into four groups Appealing Relevant Specific Source: June 4, 2015, “Top 10 Ways To Rally Your Organization Around Customer Experience Metrics” Forrester report

  14. Appeal: Entice stakeholders to want to use CX metrics 6 7 8 Tap into employees’ natural emotions. Gamify to heighten interest. Introduce variety to keep things fresh.

  15. 6-8 NN Group appeals to human emotions and keeps things fresh

  16. Top 10 ways to rally stakeholders around CX metrics fall into four groups Easy Appealing Relevant Specific Source: June 4, 2015, “Top 10 Ways To Rally Your Organization Around Customer Experience Metrics” Forrester report

  17. Ease: Make it easy to access and use CX metrics 9 10 Create a go-to place for integrated CX metrics and insights. Embed CX metrics into stakeholders’ existing workflows.

  18. 9 Symantec’s Customer First portal allows access to CX insights quickly

  19. 10 Sage shares key CX metrics with execs on Domo report postcards

  20. Recommendations for building and improving your CX measurement

  21. Recommendations for building and improving your CX measurement Understand why your internal stakeholders aren’t using CX metrics.

  22. Walk in your internal customers’ shoes!

  23. Invite your internal customers to a decision-journey mapping workshop

  24. Recommendations for building and improving your CX measurement Understand why your internal stakeholders aren’t using CX metrics. Evolve a systematic and comprehensive CX program.

  25. How to build a systematic CX measurement program

  26. Companies need three types of CX metrics Type of metric Measures Helps to Perception Customers’ subjective perception of interactions, e.g. satisfaction, ease Assess if a company delivers against customer expectations. Outcome Behaviors or intentions as a result of perceptions, e.g., NPS, Retention Tie CX to (financial) success. Descriptive Objective, observable events that happened, e.g., wait time Help contextualize and operationalize perceptions. Source: June 19, 2015, “Executive Q&A: The Top 10 Customer Experience Measurement Questions Answered” Forrester report

  27. Build your framework from outcomes and tie operations to CX to financials Outcome metrics Business objectives Outcomes Perception metrics Customer needs/ expectations/objectives Experiences Descriptive metrics Processes that impact outcomes and perceptions Actions Source: December 12, 2014, “Seven Steps To Successful Customer Experience Measurement Programs” Forrester report

  28. Shell identified leading operational indicators of CX and loyalty Source: December 12, 2015, “Seven Steps To Successful Customer Experience Measurement Programs” Forrester report Interviewed customers on key operational drivers of CX Analyzed link between operational variables and CX over 3 to 4 years Zeroed in on leading operational variables

  29. Recommendations for building and improving your CX measurement Understand why your internal stakeholders aren’t using CX metrics. Evolve a systematic and comprehensive CX program. Use journey mapping to identify the right metrics.

  30. Journey atlas and maps guide decisions on better CX metrics and listening posts Journey atlas Journey map Select key journeys to instrument. Define CX metrics and data sources for each journey. Source: June 25, 2014, “Journey Maps: Necessary But Not Sufficient For Running CX Programs” Forrester report and December 8, 2014, “How Journey Maps Improve CX Measurement Efforts” Forrester report

  31. Further resources Forrester reports Forrester’s CX Cast • CX measurement • Top 10 Ways To Rally Your Organization Around Customer Experience Metrics • Seven Steps To Successful CX Measurement Programs • How Journey Maps Improve CX Measurement Efforts • How B2B Companies Make The Case For Customer Experience • Executive Q&A: The Top Seven Customer Experience Measurement Questions Answered • Executive Q&A: Top 10 NPS Questions Answered For CX Professionals • Business impact of CX and business case • Does Customer Experience Drive Business Success? • The Revenue Impact of CX, 2015 • How To Make The Case For Customer Experience • How To Measure The Customer Impact Of CX Projects — And Get Them Funded

  32. Q & A 37

  33. “The best thing that can happen to any researcher, is to have opposition.” Alice Stewart

  34. . . . but pick your battles Internal . . . Promoters Passives Detractors 90% 10% 0%

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