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Retooling Your Organization andEvolving Your Culture around CXStrategies that Drive GrowthDeborah MersinoChief Marketing & Experience Officer at OCCU
Retooling Your Organization & Evolving Your Culture around CX Strategies that Drive Growth
San Antonio, Texas
2
Welcome
Just a few of the 12,000 educators and 6,000 partners beginning to line up for a keynote session at ISTE 2013. This was 90 minutes before show time.
CX Maturity
3Based upon “The State of CX Management Maturity, 2018” by Rick Parrish, December 31, 2018, Forrester
Cultural changes, 12 activities
Eight recommendations, 6 competencies
How do you rank?
3 takeaways
Based upon “Why and How to Lead a CX Transformation” by David Troug, October 29, 2018, Forrester
It drives business results.Why?
4
“A laser-like focus on CX is the best path to business success.”
- David Troug
Based upon “Five Key Steps for Making
Your Organization More Customer-Centric”
by Samuel Stern, January 3, 2019, Forrester
According to Samuel Stern of Forrester
Advantages of CX
5
Acquiring new
customers
Increased customer
retention
Greater cross-sell
opportunities
2.7x
Decreased costs
to serve members
3.6x 3%
Calculating the ROIAdvantages of CX
6
According to Forrester, financial institutions who saw a 1 point increase on their CX Index score garnered an additional $9.96 in annual revenue per customer.
Based upon “Five Key Steps for Making Your Organization More Customer-Centric” by Samuel Stern, January 3, 2019, Forrester
Based upon “Five Steps for Making Your Culture More Customer-Centric” by Samuel Stern, January 3, 2019, Forrester
Who should own CX
7
Nominate one executive to be the visible leader of the CX transformation. This role is almost always best filled by the CEO.
Have another senior leader be accountable for CX in the organization. Often times, this is a CXO, CMO or Chief Customer Officer.
And why it matters
8Created by M. Propst, UX Strategist, OCCU
Based upon “The State of CX Management Maturity, 2018” by Rick Parrish, December 31, 2018, Forrester
According to ForresterThe 6 Competencies of CX
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These 6 competencies are necessary to support the vision of a member-centric organization.
Based upon “The State of CX Management Maturity, 2018” by Rick Parrish, December 31, 2018, Forrester
Forrester MX Management Maturity ModelResearch
10
Understanding your customers in depth and communicate that understanding to employees and partners.
Based upon “The State of CX Management Maturity, 2018” by Rick Parrish, December 31, 2018, Forrester
Forrester MX Maturity ModelPrioritization
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Focus on what’s most important for your customers’ experience and your business’ success.
Based upon “The State of CX Management Maturity, 2018” by Rick Parrish, December 31, 2018, Forrester
Forrester MX Maturity ModelDesign
12
Design and refine experiences based on your vision and research-based customer understanding.
Based upon “The State of CX Management Maturity, 2018” by Rick Parrish, December 31, 2018, Forrester
Forrester MX Maturity ModelEnablement
13
Provide employees and partners with the resources they need to deliver the right experiences.
Based upon “The State of CX Management Maturity,
2018” by Rick Parrish, December 31, 2018 Forrester
Forrester MX Maturity Model
Measurement
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Quantify the quality of experiences
and their link to the organization’s
overall metrics.
Based upon “The State of CX Management Maturity, 2018 by Rick Parrish, December 31, 2018, Forrester
Forrester MX Maturity ModelCulture
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Create a system of shared values and behaviors that focuses on employees delivering great customer experiences.
Based upon “Five Keys for Making Your Culture More Customer-Centric,” by Samuel Stern, January 3, 2019, Forrester
What does your organization believe about CX philosophically? How to cultivate vision
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“Creating a CX vision creates clarity around a company’s intended experience and helps employees understand how best to contribute to better experiences.”
- Samuel Stern
The OCCU CX Philosophy
OCCU’s CX Philosophy provides the organization with a vision and a “way of being” that guides us.
Making it real
Based upon “The State of CX Management Maturity, 2018”, by Rick Parrish, December 31, 2019, Forrester
The 12 Activities of CX Management MaturityCreating an Action Plan.
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This is the interactive portion of the session. Are you ready?
Listen to 12 activities (2 under each of the 6 competencies)Instructions
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For each CX Management (CXM) Maturity Activity, score your organization on a scale of 1-10.
(1 being “We’re not engaged at all in these activities” and 10 being “We’re completely engaged in these activities”)
20
Based upon “The State of CX Management Maturity, 2018” by Rick Parrish, December 31, 2018, Forrester.
Forrester MX Management Maturity ModelResearch
21
For each CX Management (CXM) Maturity Activity, score your organization on a scale of 1-10.
(1 being “We’re not engaged at all in these activities” and 10 being “We’re completely engaged in these activities”)
Based upon “The State of CX Management Maturity, 2018” by Rick Parrish, December 31, 2018, Forrester
Forrester MX Management Maturity ModelPrioritization
22
For each CX Management (CXM) Maturity Activity, score your organization on a scale of 1-10.
(1 being “We’re not engaged at all in these activities” and 10 being “We’re completely engaged in these activities”)
Based upon “The State of CX Management Maturity 2018” by Rick Parrish, December 31, 2018, Forrester
Forrester MX Management Maturity ModelDesign
23
For each CX Management (CXM) Maturity Activity, score your organization on a scale of 1-10.
(1 being “We’re not engaged at all in these activities” and 10 being “We’re completely engaged in these activities”)
How Work Is Done
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Establishing a process / Supportive of Human Centered Design
Design WorkshopsEpics Prototyping User Testing User Stories
Business Need (Strategic Plan)
Member Need (R&D / MX)
Tech Capabilities (IT / Dev)
Staff Impact (PI)
Journey Maps (MX)Process repeats while narrowing and
expanding scope
Created by OCCU UX Strategist M. Propst
User Center DesignDesign Methodology
25
Empathize Define Ideate Prototype Test Implement
Inspiration Ideation Implementation
Influenced by NN/g Design Thinking 101 graphic
Based upon “The State of CX Management Maturity,
2018” by Rick Parrish, December 31, 2018, Forrester
Forrester MX Management Maturity Model
Enablement
26
For each CX Management (CXM) Maturity
Activity, score your organization on a scale
of 1-10.
(1 being “We’re not engaged at all in these
activities” and 10 being “We’re completely
engaged in these activities”)
Based upon “The State of CX Management Maturity,
2018” by Rick Parrish, December 31, 2018, Forrester
Forrester MX Management Maturity Model
Measurement
27
For each CX Management (CXM) Maturity
Activity, score your organization on a scale
of 1-10.
(1 being “We’re not engaged at all in these
activities” and 10 being “We’re completely
engaged in these activities”)
Based upon “The State of CX Management Maturity, 2018” by Rick Parrish, December 31, 2018, Forrester
Forrester MX Management Maturity ModelCulture
28
For each CX Management (CXM) Maturity Activity, score your organization on a scale of 1-10.
(1 being “We’re not engaged at all in these activities” and 10 being “We’re completely engaged in these activities”)
4 facets ofdiscipline
29Based upon “The State of CX Management Maturity, 2018” by Rick Parrish, December 31, 2018, Forrester
Cadence
Rigor
Coordination
Accountability
30
4 facets ofdiscipline
31Based upon “The State of CX Management Maturity, 2018” by Rick Parrish, December 31, 2018, Forrester
Cadence
Rigor
Coordination
Accountability
Based upon “The State of CX Management Maturity, 2018” by Rick Parrish, December 31, 2018, Forrester
Forrester MX Management Maturity ModelRigor
32
Companies with rigor follow an effective, documented process for how they follow the activities inherent in CX Management.
Based upon “The State of CX Management Maturity, 2018 by Rick Parrish, December 31, 2018, Forrester.
Forrester MX Management Maturity ModelCadence
33
Companies with cadence follow a plan for how often they partake in the CX Management activities.
Based upon “The State of CX Management Maturity, 2018” by Rick Parrish, December 31, 2018, Forrester
Forrester MX Management Maturity ModelCoordination
34
Companies with coordination ensure that all relevant parts of the organization collaborate on CX activities.
Based upon “The State of CX Management Maturity, 2018” by Rick Parrish, December 31, 2018, Forrester
Forrester MX Management Maturity ModelAccountability
35
Companies with accountability have one senior person who holds everyone accountable for the required activities.
Blake Morgan, CX Futurist, Speaker, Author
CX disciplines and activities based upon “The State of CX Management Maturity, 2018” by Rick Parrish, December 31, 2018, Forrester
Disciplines take disciplineHow did you do?
36
Through the lens of discipline now in relation to the CX activities:• Where did you score the highest?• Where did you score the lowest?• What do you think are your biggest
roadblocks?• What have you learned?• What excites you the most?
Based upon “The State of CX Management Maturity, 2018” by Rick Parrish, December 31, 2018, Forrester
Forrester’s Levels of CX Management MaturityLevels of Maturity
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AdvancedBeginner Intermediate
Cultural changes neededSkill sets required to make exceptional CX a reality
Cultural change requires
39Based upon “The State of CX Management Maturity, 2018” by Rick Parrish, December 31, 2018, Forrester
Strengths in change management
People with strong CX skills; org shifts, hiring for new skills
Executive buy-in and customer-obsessed leadership
Discipline
Takeaway #1Be a change agent
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Lead and go for CX Management Maturity:• Be bold• Understand not everyone will get it in
the beginning• Educate along the way• Turn those 2s and 3s into 5s and 6s• Remember, time is upon us
Takeaway #2Get buy-in from the top
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This doesn’t work without full sponsorship, which will allow for the proper:• Investments• Structural shifts• New processes• Project prioritization• Insights-based strategies
Takeaway #3Join #CXGrow conversation
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I’ve created a new hashtag for financial services - #CXGrow – on Twitter.
Use this hashtag to collaborate and continue the conversation. Feel free to share articles, posts, questions, and responses.
#CXGrow
Because community strengthens us all.
@DeborahMersino
Thank you!Financial Brand Forum 2019