1 Peer-2-Peer: The Customer Experience Steve Lane, President Vertical Leap Consulting, LLC
2 Today s Topic: Creating Unique and Memorable Customer Experiences We ve heard a lot the past 2 days about the whys. This session is about the whats and hows Share creative ideas & lessons-learned in this facilitated dialogue between peers Rapid generation of ideas you can use back home
3 How This Session Works Don t sit with co-workers Short stage-setter 2 Fast-paced small group discussions, with report-outs to the full audience; the first will be about what and the second about how Short wrap-up
4 Stage Setter: Why Create Unique Customer Experiences Competitive Differentiation Changing Consumer Expectations Great Place to Work --- Harnessing Employees Emotional Energy
5 Competitive Differentiation Yesterday, Joseph Michelli said: We need to be interested vs. interesting Treat customers as if each is world famous Provide a level of attention that creates a memorable experience 95% of senior business leaders say customer experience is the next competitive battleground
6 Changing Consumer Expectations Boomers (as adult child decision-makers) --- more knowledgeable & want options Using a theater metaphor: Customers want to leave the audience and get on-stage --- collaboratively shaping their personalized experience Demand superior solutions & value
7 Customer Expectations (cont) Treated with respect Connect on an emotional level Simplify the process From: Co-opting Customer Competence HBR 2000
8 Harnessing Employees Emotional Energy Proud of their organization s accomplishments Clarity about what matters & how it s measured Some control over their destiny To be recognized for quality performance; and take action on non-performers Have some fun in a supportive environment From Firing up the Front Line, HBR 1999
9 Discussion #1 --- What Have You Experimented With Select a reporter Discuss: in Past 2 Years? New approaches to the customer s experience in IL? Of AL? What will you want for yourself as a senior?
10 Report out Key take-aways about creative ideas?
11 Now Let s Talk About the Impact of Employee Engagement on Customer Engagement My favorite (tongue in cheek) client slogan: We re not happy until your not happy
12 3 Types of Employees Gallup Research has identified 3 types of employees from its Q12 Survey: 1) Engaged (28%) Work with passion Feel profound connection to company Drive innovation & organizational momentum Create stronger customer relationships
13 3 Types of Employees (cont) 2) Not-engaged (54%) Checked-out ; putting in time 3) Actively Disengaged (17%) Act-out their unhappiness Undermine what the engaged employees accomplish In other words, 71% of workforce is either underperforming or actively undermining their work
14 Discussion #2 --- Impact of Employee Engagement on Customer Engagement How do you know it when you see it? How do you influence and support it? How do you catch staff doing it right? How are you building a customerfocused culture?
15 Report Out Examples of impact on the customer? Creative ideas & take-aways?
16 At the End of the Day At the end of the day, when business is really good, it s not about building a brand or making money. It s about honoring the human spirit, honoring the people who work in the business and honoring the customer. Howard Schultz, Founder of Starbucks
17 Closing Did you like this format? Take-aways? Please complete the session evaluation form if not pursuing CEU s Thank you for being engaged
18 Thoughts About the Customer Experience Blend Choice with Rituals: People want options and to feel some control over the process People find comfort, order and meaning in familiar activities. Rituals create a feeling of inclusion From: Want to Perfect Your Company s Service HBR 6/01
19 Thoughts About the Customer Experience Customers and prospects assess their overall experience through snapshots not movies : The high and low points An upward trend toward positive The last interaction (finish strong) Want to Perfect Your Company s Service ; HBR 6/01
20 Thoughts About the Customer Experience Visualize every moment spent with a customer and identify Which encounters should be lengthened or shortened When are distractions most effective Where do you offer choice Which rituals should not be violated The last images the customer takes away Want to Perfect Your Company s Service ; HBR 6/01
21 Gallup Research Emotionally engaged employees are more productive, profitable, safer, create stronger customer relationships, and stay longer with their company than less engaged employees.
22 Impact on Customers Gallop s research found 85% of engaged employees strongly agreed that they have grown in their ability to positively affect their company s customers; while only 19% of the actively disengaged employees strongly agreed.
23 Impact on Customers (cont) Engaged employees are far more likely to : suggest or develop creative ways to improve management or business processes Find creative ways to solve customer problems or to involve customers in creating service innovations.