THE CX PROFESSIONAL’S GUIDE TO IMPLEMENTING AN ENTERPRISE INSIGHT PROCESS#cxanalytics

Confidential

MEASURABLE CUSTOMER EXPERIENCE

2

Increased loyalty

Cultural transformation

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12 STEPS (7 ONE-TIME + 5 CONTINUOUS)

7. Integrate Systems

6. Enrich Data

5. Create an Analysis Framework

4. Create a Listening System

3. Engage Employees

2. Get Management Commitment

1. Understand Loyalty 1. Listen

2.Analyze

3. Distribute Insights

4. Act

5. Communicat

e

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PLAN&PREPARE• Interview the stake holders• Decide the first phase feedback

channels• Decide the primary operational

dimension• Define the reporting cycles• Draft initial report layouts

#cxanalytics7. Integrate Systems

6. Enrich Data

5. Create an Analysis Framework

4. Create a Listening System

3. Engage Employees

2. Get Management Commitment

1. Understand Loyalty

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1. UNDERSTAND LOYALTYLoyal customers• Stay longer.• Buy more and they buy more often.• Cost less to serve.• Insulate from price competition.• Act as brand ambassadors.• Provide honest, high-quality feedback.

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Know what marketing has

promised! –

Understand what the

customers expect!

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2. GET MANAGEMENT COMMITMENT

Metrics&DashboardsStrategic ThemesCustomer PropositionCompany ValuesEmployee Engagement

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3. ENGAGE EMPLOYEES

• Motivation (by HR)• Ideas• Proxy

“I am not happy with work-life balance”

“I have an idea for a product feature…”

“Customer told me that…”

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4. CREATE A LISTENING SYSTEM

Many channelsOpt-inIntelligent SurveysTransactionalShortDrive volume

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9http://www.etuma.com/blog/feedback-analysis-requirements

1. Do it yourself or

2. Find a service provider who does it for you.

5. CREATE AN ANALYSIS FRAMEWORK

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1. Viewpoints

2. Topics

3. Keywords

4. Topic volume

5. Topic sentiment

6. Topic sentences

ConsistentAccurate Relevant Encompassing

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6. ENRICH DATA

Don’t ask demographic or purchase behavior information. Enrich the data by linking the customer record and line items into feedback analysis data!

PURCHASEBehavior

ONLINE

Behavior

DEMOGRAPHICS

CustomerFEEDBACK

CustomerExperienceAnalytics

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7. INTEGRATE SYSTEMS

Survey&

ListeningSystem

CX ANALYTICS

Reporting

Case/TaskManagementManagement Dashboard

E.g. Qlik, Tableau

Statistical Analysis

E.g. SPSS, SAP, Excel

Enrich Data

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DAILY PROCESS• Add channels• Create reports• Mine data• Add stakeholders• Increase volume

1. Listen

2.Analyze

3. Distribute Insights

4. Act

5. Communicat

e

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1. LISTEN

Feedback Forms/ Emails

Contact Center Surveys NPS/

CESSupport&Product Forums

Social Media

Task Lists

Customer Proposition

s

Company Values

STRATEGIC MANAGEMENT

EMPLOYEE ENGAGEMENT

Employee Pulse

Employee Suggestio

ns

Customer Comments

via Employees

Research Tools

Management Reports

Strategic Goals

Field Workers

Area/Store/ Department Manager

Statistical Analysis

PredictiveModeling

Metrics/KPI’s

MgmtDashboard

s

Mana-gement Reports

3. DISTRIBUTE

INSIGHTS

2. ANALYZE

4. ACT

• Case management• Service recovery program• Monthly improvement cycles• Opportunity and problem mining

Measurable customer

experience leads to cultural

transformation!

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5. COMMUNICATE• CLOSE THE LOOP!• Tell customers how their feedback

improved the product or fixed a problem

• Tell employees about positive/negative customer feedback.

• Tell employees how their ideas affected product development.

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THANK YOU!Matti Airas, CEO and Co-founder, Etuma Ltdmatti.airas@etuma.com

https://fi.linkedin.com/in/mattiairas