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Case Studies, Inspiration and Top Tips
for Change: What Happened in Hall 2?
VIEW FROM THE
CHAIRHelen Wilson
Managing Director, IPSOS Loyalty
Published by
CUSTOMERENGAGEMENTSUMMIT 2017MONDAY, 13 NOVEMBER 2017WESTMINSTER PARK PLAZA, LONDON
Case Studies,Inspiration and TopTips for Change:What Happenedin Hall 2?
VIEW FORM THE CHAIR1
CUSTOMER ENGAGEMENT SUMMIT 2017
At the beginning of the day, keynote speaker ProfessorMalcom McDonald (former Professor of Marketing,Cranfield University of Management) left us with one ofthose classic Peter Drucker quotes:" If you're doingtoday what you did yesterday, you'll be out of businesstomorrow:' At the end of the day, I left the 2017Customer Engagement Summit confident that very few,if any, of us in the Customer Experience (CX) world aredoing what we did yesterday!
Mike Harvard, a fellow Chair (Director, Ember Services) described a time ofuncertainty, hype and myths; he hoped the day would give us greater clarity interms of the direction in which the world is going and bust many of the myths thatsurround us; it sure did that!
Beyond myth busting and future-world 'signposting', we heard inspirationalsuccess stories, such as that from Metro Bank. The bank's exponential growth rateimpressed the audience; 51 stores (note, not branches) already and plans to haveup to 100 by 2020; more than a million customer accounts ... as did the storybehind the numbers of revolutionising British banking culture. "Superior customerexperience" are words that always get me excited, but sprinkle in tales (tails?) ofdog bandanas and I was hooked.
Helen WilsonManaging Director, IPSOS Loyalty
“Beyond myth busting
and future-world
'signposting', we heard
inspirational success
stories, such as that
from Metro Bank.”
2
We heard about amazing transformations.Utility Warehouse agents are able to provide amore personalised service to customers andbecome more emotionally engaged with them,thanks to 'Albert', their cognitive knowledgesystem. They've seen the impact on First CallResolution, customer feedback results andbehaviours. Such business impact impressed,but did not surprise me. From our (1) lpsosLoyalty research we know that there aresubstantial rewards to be had from creating anemotional attachment. When a customer isboth functionally satisfied and emotionallyattached they are:
• significantly more likely to stay with the brand in the future • almost twice as likely to recommend the brand (than if they were just satisfied) • much more likely to consider the brand for other products and services.
Centrica and Salesforce also shared theimpact of Centrica's CX initiatives on customersatisfaction and, of course, on behaviours.Congratulations must go to the impressiveNPS achieved by the Hive 'Connected Home'brand.
You won't be surprised to learn, given my roleas MD of lpsos Loyalty, that Voice ofClient/Customer programmes truly drivingbusiness success are my very favourite kind ofcase studies. Both Fidelity and Allianzdelivered on that front. Fidelity's vision ofallowing every colleague to access, understandand act on client feedback was music to myears; Allianz waving the flag for best practiceCX programmes - which so happened to beB2B programmes - made my day.
Of course, there are those cases wherecompanies put a lot of effort into improvingcustomer experience, but fail to see the returnon their investment. Changes may not bealigned with what the customer truly values.Aligned change may be neither consistent nor
sticky. BE Advisory showed Disney's overarching 'Customer Value Framework'which has tackled such challenges in a highly complex organisation and wonthrough.
'People first' was a common thread throughout the day. 'Customer engagementstarts with engaged contact centre agents', according to Calabrio's President andCEO, Tom Goodmanson. Carolyn Blunt, MD of Ember Real results, speaking todeveloping the most important advisors, encouraged us to speak to the peoplenext to us as part of her presentation; a simple but effective technique to keep upthe energy in the room. We heard what Heathrow has done to drive engagementacross the business through their reward and recognition programme. GrassRoutes adopted a very different approach to Heathrow, but with the same endgoals in mind, albeit likely with a tighter budget.
Testing, testing 123 ... experimentation and innovation was another theme for theday, led by Optimizely with ATOS/NS&I and Direct Line in their quests to developproducts and services for the consumers of today and tomorrow. On which note, allpower to presenters of the more technical papers - from Genesys, Amazon andGoogle - who succeeded in engaging both novices and experts alike.
With some much going in, one might be forgiven for leaving the Summit thinking allin the CX garden is rosy. Sadly, that's not so; there's still an awful lot to be done.According to our latest (2) lpsos Loyalty 'Captains of Industry' survey of more than100 of the most senior figures in top UK companies, 70% of business leaders ratetheir own organisations as average at best when it comes to consistentlydelivering high-quality customer service.
So, all in all, a great day packed full of fresh thinking to help us tackle suchchallenges and plenty of new connections. Sadly, there are still some conferences Iattend (naming no names) where I hear the same things over and over again, butnot so at the Customer Engagement Summit. I came away with new learningsabout my clients/potential clients and the CX world around me, as well astakeaways to help me improve the way I run my business. Levi Strauss' SethEllison's (EVP and President, Europe) 'plan on a page' was a beauty to behold, aswas his inspirational story of 'waking the sleeping giant'.
Two years ago I sat in the audience, last year I presented and this year I washonoured to be invited to chair. Thank you Steve and all of your crew at EBM forinviting me and for an interesting and extremely well organised event. I'm lookingforward to next year's event already. By the way, did you catch the latest newsabout last year's Summit opening keynote speaker, John Timpson, chairman ofTimpson? He's just been awarded second place in Country Life's Gentleman of theYear Awards, just pipped to the post by Colin Firth ... but beating David Candy! (Ifyou don't already follow John's son James, Timpson's Chief Executive, on twitter -@JamesTCobbler -you really should!) 2017 keynote speakers, here's to your 2018achievements - game on!
VIEW FORM THE CHAIR
CUSTOMER ENGAGEMENT SUMMIT 2017
Case Studies, Inspiration and Top Tips for Change:What Happened in Hall 2?
The Team
Steve HurstEditorial [email protected] 506 304
David [email protected] 506 300
EDITORIAL
Katie DonaldsonMarketing [email protected] 506 302
Hannah MuleaMarketing [email protected] 302 112
MARKETING
James CotteeSponsorship Sales [email protected] 506 309
Dominic StoneSponsorship [email protected] 506 303
Dale AyliffeSponsorship [email protected] 302 110
Kimberley BishopSponsorship [email protected] 506 308
Dan MoranSponsorship [email protected] 506 303
SPONSORSHIP
Dan SkinnerDelegate [email protected] 506 307
Jamie RossDelegate [email protected] 506 306
MEMBERSHIP
Sabrina ClarkeFinance [email protected] 500 103
Jenna PollardAccounts [email protected] 428 542
FINANCE
Nick [email protected] 506 301
MANAGING DIRECTOR
VIEW FROM THE CHAIR
Helen Wilson, Managing Director, IPSOS Loyalty
CUSTOMERENGAGEMENTSUMMIT 2017MONDAY, 13 NOVEMBER 2017WESTMINSTER PARK PLAZA, LONDON
