The Path To Customer Experience Maturity

The Path To Customer Experience

Maturity

Moira Dorsey, Vice President, Group Director

19 November 2013

© 2013 Forrester Research, Inc. Reproduction Prohibited




“clearly unused to even basic

mountaineering equipment”


Customer

Experience


Base: 100 customer experience professionals (percentages may not total 100 because of rounding)

Source: Q4 2012 Global Customer Experience Peer Research Panel Online Survey

47% Differentiate their company

from leaders in their industry

13% Differentiate their company

from leaders in ANY industry


47% don’t measure customer

experience quality



79% don’t train employees on how to deliver

the target customer experience



8%

17%

36%

31%

8%

Very poor

Poor

OK

Good

Excellent

Distribution of scores on Forrester’s Customer Experience Index 2013

Not differentiating


Low customer

experience maturity


Customer Experience Maturity

The extent to which an organization routinely performs the practices required



The extent to which an organization routinely performs the practices required to design, implement, and manage customer experience



The extent to which an organization routinely performs the practices required to design, implement, and manage customer experience in a disciplined way.


Low CX maturity Practices are missing or performed in an ad hoc way

High CX maturity Practices are performed systematically




Repair Elevate

Differentiate

Optimize


Repair Elevate

Differentiate

Optimize


Stop the avalanche of bad

customer experiences


Repair: Key Practices

› Identify experience problems

› Prioritize fixes

› Coordinate implementation

› Measure results

http://www.google.com/url?sa=i&rct=j&q=avalanche&source=images&cd=&cad=rja&docid=kkKX48a98VIzTM&tbnid=PbKg7hN6qJ0nuM:&ved=0CAUQjRw&url=http://www.sassglobaltravel.com/lost-life-on-loveland-pass/&ei=6DWuUZfUMsjy0gH-xYDoDg&bvm=bv.47244034,d.dmQ&psig=AFQjCNGZT7PaFsRHjRcV404GzCU5T0wQ4g&ust=1370457950273236


Identify Problems

Prioritize Fixes

Coordinate Implementation

Measure Results


“Most Highly Regarded Service Company”



Radu Ciocan Former VP, Head of Customer Service Operations Deutsche Telekom

“Calls are generated by mistakes in other parts of the organization, from finance to IT to marketing . . .



“Calls are generated by mistakes in other parts of the organization, from finance to IT to marketing . . . you can solve the problem and be very nice about that but that won’t make the customer want to renew . . .



“Calls are generated by mistakes in other parts of the organization, from finance to IT to marketing . . . you can solve the problem and be very nice about that but that won’t make the customer want to renew . . . you should instead get him the right bill.”


10 – 15% reduction in costs

Tens of millions of Euros



Repair Elevate

Differentiate

Optimize


Make good CX behavior the norm


Elevate: Key Practices

› Screen candidates for customer-centric values

› Assign specific CX behaviors to each role

› Measure customer experience consistently

› Reward good behavior across the enterprise



Core Candidate Behaviors

›Passion

›Clear Talking

› Team Working



“The Pret Way”

“Don’t want to see”

“Want to see”

“Pret perfect!”


€ 1 per hour worked

€ 50 bonus


+17% sales

+17% profit

50 new stores

1,000 new staff


Repair Elevate

Differentiate

Optimize


A more sophisticated

customer experience toolkit


Optimize: Key Practices

› Conduct observational research in the

customer’s natural environment

› Build strong experience design practices

› Model the relationship between CX quality and

business results


http://www.google.com/url?sa=i&rct=j&q=courtyard+by+marriott&source=images&cd=&cad=rja&docid=0Yufj1IXoK69vM&tbnid=kLS9nnr8QJ0WSM:&ved=0CAUQjRw&url=http://www.crosslandconstruction.com/projects/courtyard-by-marriot-hotel/&ei=vy66UePZIY3C4AOytIGQBw&psig=AFQjCNFj_ZImXU98f7ALgLq7Hv5rMiCr3g&ust=1371242531304313


Let personality shine

Provide options

Help guests feel comfortable in public

spaces



http://www.google.com/url?sa=i&rct=j&q=courtyard+marriott+lobby&source=images&cd=&cad=rja&docid=C6m4rtQOnfn78M&tbnid=DlGq177i7J33-M:&ved=0CAUQjRw&url=http://www.floridaattractions.org/en/rel/1679&ei=hjm6UdiLHK2z4AP2oICIBQ&psig=AFQjCNG-toGjVba8yvmYF_LlTyMVPpimTw&ust=1371245204855810


Improved guest satisfaction & revenue per room

Doubled food & beverage sales per occupied

room in the first 3 years

Renovated nearly 90% of properties

http://www.google.com/url?sa=i&rct=j&q=courtyard+by+marriott&source=images&cd=&cad=rja&docid=0Yufj1IXoK69vM&tbnid=kLS9nnr8QJ0WSM:&ved=0CAUQjRw&url=http://www.crosslandconstruction.com/projects/courtyard-by-marriot-hotel/&ei=vy66UePZIY3C4AOytIGQBw&psig=AFQjCNFj_ZImXU98f7ALgLq7Hv5rMiCr3g&ust=1371242531304313


Repair Elevate

Differentiate

Optimize


Catapult you to the top


Differentiate: Key Practices

› Re-frame customer problems

› Reveal unmet customer needs

› Re-think the entire CX ecosystem

“refreshed”

17.4% revenue increase over ‘11-’12

16% increase in passengers flown

25 consecutive years of profitability


Recommendations

› Show them the way


Recommendations

› Show them the way

› Locate yourself on the map



Recommendations

› Explain the path


› Secure your current position



The extent to which an organization routinely performs the practices required to design, implement, and manage customer experience in a disciplined way.


Recommendations

› Explain the path


› Secure your current position

› Plan the next phase of the climb


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//upload.wikimedia.org/wikipedia/commons/6/69/KhumbuIcefall.jpg


//upload.wikimedia.org/wikipedia/commons/7/72/Lhotse-fromChukhungRi.jpg

http://www.google.com/url?sa=i&rct=j&q=view+from+everest+summit&source=images&cd=&cad=rja&docid=fAYo-sgzJMy5AM&tbnid=BqBrX3t2C4UcDM:&ved=0CAUQjRw&url=http://www.guardian.co.uk/world/2013/may/22/everest-climbers-queue-60th-anniversary-conquest&ei=0CitUaDYN-z84AO5nYCYAQ&bvm=bv.47244034,d.dmg&psig=AFQjCNHYq_YXx7roo2GdURV2wFIEJ70dkA&ust=1370388978762643

Thank you Moira Dorsey

+1 617.613.6230

[email protected]

blogs.forrester.com/moira_dorsey

mailto:[email protected]


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