HOW GOOD IS YOURCX PROGRAMME REALLY?

Bringing your programmeto the next level

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Mark CullenQualtrics CX Consulting Partner

Catriona SheilSubject Matter Expert Qualtrics

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SUCCESSFUL CX PROGRAMMES DELIVER BUSINESS IMPACT

Increased Sales

33%Increased Retention

28%

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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

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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

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BEST PRACTICEPRINCIPLES UNDERPIN THE MODEL

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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

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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

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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

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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

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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

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TYPICAL ASSESSMENT RESULTS

Start Zone Build Zone Impact ZoneStart ZoneBuild Zone

Impact Zone

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1. ENABLE

BUSINESS IMPACT

LISTEN

ENABLE

UNDERSTAND ACT

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ENABLE - MODEL HIERARCHY

Design Aligned with Business Objectives

Customer Centric Culture

Sophisticated Technology Platforms

Compelling and Continuous Communications

ENABLE

Strong Governance

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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

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2. LISTEN

BUSINESS IMPACT

LISTEN

ENABLE

UNDERSTAND ACT

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LISTEN - MODEL HIERARCHY

Measure the Right Things

Apply Correct Methodology

LISTEN

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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

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3. UNDERSTAND

BUSINESS IMPACT

LISTEN

ENABLE

UNDERSTAND ACT

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UNDERSTAND - MODEL HIERARCHY

Types of Analysis

How is it Being Used?

Sharing the Insight — Reporting and Dashboards

Assessing the Business Impact

UNDERSTANDING

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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

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ILLUSTRATING BUSINESS IMPACT

Sales

OPEX

Operational Expenses

Engaging with Frontline Employees

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4. ACT

BUSINESS IMPACT

LISTEN

ENABLE

UNDERSTAND ACT

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ACT - MODEL HIERARCHY

Closing the Inner Loop for Individual Customers

Closing the Outer Loop

Building Great Experiences First Time

ACT

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3 Hour Appointment Slots

Right first time

ACT - OUTER LOOP

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APPLYING THE CX ASSESSMENT MODELHow we see the model being used:

CX ProgrammeBenchmark

CXProgramme

Refresh

CX Programme

Scoping

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BUSINESS IMPACT

LISTEN

ENABLE

UNDERSTAND ACT

THANK YOU

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