EXPERIENCE ‘18 The Building Blocks of Customer-Driven ... · The Building Blocks of Customer-Driven Innovation Phil Davis, Managing Director Emma Sopadjieva, Head of Research

EXPERIENCE ‘18

The Building Blocks of Customer-Driven Innovation

Phil Davis,

Managing Director

Emma Sopadjieva,

Head of Research

Donna Polidoro,

Sr. Director, Customer Success

Medallia © Copyright 2018.Accenture © Copyright 2018. 2

CX Leaders Grow Revenue Faster Than Laggards

Source: Manning, Harley. “Customer Experience Drives Revenue Growth, 2016,” Forrester Research, Inc., June 21, 2016.

Source: ”Breaking the Code: Customer-Driven Learning and Innovation,” Accenture and Medallia, Inc., 2018.

5X

CX Leaders CX Laggards

Compound average revenue growth, 2010 to 2015

CX Leaders are 86% more likely to drive revenue growth than CX Laggards

86%

Medallia © Copyright 2018.Accenture © Copyright 2018.

But How Do Companies

Become CX Leaders?


Accenture & Medallia 2018 Global Study

450 5 4 60%Senior CX & Marketing executives

Countries:US, Canada,

Australia, UK & Germany

Industries:Retail, Fin. Services, Products, Comms,

Media & Tech

Working at companies with

over $5Bn in revenue


CX Leaders Share 3 Key Competencies

Listening posts that capture sentiment across all channels

Learning systems that use digital intelligence to spark and enable human ingenuity

Customer-centric alignment

that capture sentiment across all channels


Listening Posts


Listening Posts

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Capture customer & employee sentiment

+15%ptsSocial media and online reviews are +15 pp

more likely to improve CX

Customers EmployeesCompanies that collect Companies that collect

+10%ptsStructured surveys are +10 pp more likely

to improve CX

+9%ptsCustomer behavior data captured via digital

interactions are +9 pp more likely to improve CX

+7%ptsEmployee suggestions & ideas of how to

improve CX are +7 pp more likely to improve CX

+8%ptsObservations from customer

interactions and close loop follow-ups are +8 pp more likely to improve CX


Companies that combine robust

customer and employee listening posts are…

60%…more likely to improve CX than companies without robust listening posts


Learning Systems


Learning Systems

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Turn human intelligence into action

Organizations that have a system in place to:

+20%ptsEmpower the frontline to solve customer problems are +19 percentage points more likely to improve CX and +20 percentage points more likely to innovate successfully

+13%ptsEngage multiple functions with customer feedback are +13 percentage points more likely to improve CX and +13 percentage points more likely to innovate successfully

+21%ptsDesignate accountability for resolving systemic issues are +24 percentage points more likely to improve CX and +21 percentage points more likely to innovate successfully


Learning Systems

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Leverage technology

+22%ptsGather feedback from a broad sample of customersare +11 percentage points more likely to improve CX and +22 percentage points more likely to innovate successfully

+19%ptsExtract insights from customer feedback are +11 percentage points more likely to improve CX and +19 percentage points more likely to innovate successfully

+24%ptsTest the impact of changes made based on customer feedback are +22 percentage points more likely to improve CX and +24 percentage points more likely to innovate successfully

Organizations that have a system in place to:


Fueling Innovation With customer-centric alignment


Customer-Centric Alignment

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How to fuel your innovation

+22%ptsUse CX as the Lens for Prioritization & InnovationCompanies with effective prioritization systems are 22 percentage points more likely to innovate successfully

+13%ptsWire Feedback Into Core Business ProcessesCompanies that identify “integrating feedback into operating systems and processes” as the top way of sustaining commitment to CX are 13 percentage points more likely to innovate successfully

2XFoster a Customer-Centric CultureCompanies that identified “a culture where customers are the #1 priority” as the top enabler of cross-functional collaboration were 2X as likely to be in the top quartile of CX performance


25%ptsCombining these 3 competencies, companies are 25

percentage points more likely to innovate successfully

14


CA TechnologiesThe Road to CX Transformation and Innovation



Our CX Transformation

We launched CX 2020 to map the future state customer journey and set a vision for what we want

CX at CA to look like in the year 2020

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• Annual Relationship Survey

• Product & Partner Surveys

• Transactional Surveys

∞ Services

∞ Support

∞ Onboarding

• Engaged global Sales & Product teams

• Closed loop feedback program

• Supplemental customer interviews

Listening Posts CX Operating Council

• Senior, cross-functional leaders

• Monthly sessions

• Ensure we are listening to customers and taking action

• Drive the right behaviors and change efforts across depts.

• Drive execution and support for CX initiatives

• An opportunity to share customer and employee feedback

• A platform to provide public recognition, team or individual

• A forum for team to exercise ownership over customer experience enhancements

• A team brainstorm that ends with a commitment to action

Loyalty Management System Company-wide Huddles

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Learning Systems

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Developed a predictive health score for all products within all accounts

The Customer Health Score is a unified metric that shows the health of the customer experience and helps identify the accounts and/or products at risk

Health Score correlates with Realization Rate at Account-Product level

It is calculated from 10 variables, on 0-100 point scale, each weighted based on analytic models

The Score is aligned to three distinct Health Categories: Poor Health score = <50 Fair >=50 and <75 Excellent >=75


The Guided Customer Journey

Begins with customer onboarding, extends to adoption activities and include areas need to maintain, operate, and get the greatest value and ROI from software

The Outcome Intervention System

Continuous problem detection and response toreturn customer to guided journey and success

By leveraging customer insights, we are able tobuild triggers and alerts that can be sent to ourcustomer success teams to take fast action

↑ NPS

↑ Renewal

↑ X-sell/Up-sell

↑ Revenue

Customer-centric AlignmentGlobal Customer Success Team


CA has improved customer sentiment and seen our revenue return to growth

FY14 FY15 FY16 FY17 FY18 FY20FY19

RevenueGrowth

Net Promoter Score

-4%-3%

-1%

CX2020

+1%

Target

21

•Support transformation

•CX Exploration w/Forrester

•Full NPS baseline

•Closed loop loyalty system for Platinum

•PwC CX Strategy

•Mobilized CX program

•CX governance

•Deployed Medallia, Gainsight, Jive and ServiceCloud

•Established corporate CX goal

•Customer Engagement Program

•CX Immersions

•Proactive support

•CA Mission and DNA launch

•User Journey dashboard launched

•CX goals across CA teams


Thank You!#EXP18Medallia

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EXPERIENCE ‘18 The Building Blocks of Customer-Driven ... · The Building Blocks of Customer-Driven Innovation Phil Davis, Managing Director Emma Sopadjieva, Head of Research