2014 CX Innovation Award Submission Form

Transcription

1 2014 C Innovation Award Submission Form Instructions: Please fill out the form completely and be sure to read the information regarding attachments/supporting documents at the end of the form. To view an example form, please click here. Maximum pages excluding attachments is 3 (size 11 point font or higher). 1. Please provide contact information for the primary contact for this award process. Name of primary contact: Company name: Position/Title: Address: Christian Carreon Phone Number: GlaxoSmithKline US Vaccines Division Manager, Customer Experience christian.c.carreon@gsk.com 2. Please provide contact information for the secondary contact for this award process. Name of secondary contact: Holly Weiss Company: GlaxoSmithKline US Vaccines Division Position/Title: Director, Customer Strategy, Vaccines Customer Experience Address: holly.m.weiss@gsk.com Phone Number: CPA members will not be given any preference in the judging of these awards, but we'd like to know if you are a member of the CPA. (mark with x in right column) Yes, I'm an individual member of the CPA Yes, my company is a corporate member of the CPA No, I'm not a CPA member 4. Is someone from your company planning to attend the CPA Insight Exchange in Atlanta on May 13 and 14? (mark with x in right column) Yes No Maybe (let us know when you know) 5. The CPA wants other companies to learn from your efforts. Is it okay for us to publish your nomination entry to CPA members? (mark with x in right column) Yes, as is Yes, if modified Need to check No 401 Edgewater Place, Suite 600 Wakefield, MA Phone

2 6. Provide company background: business/product line, size, markets and customers. (150 words or less) GlaxoSmithKline s (GSK) Mission: Our global healthcare quest is to improve the quality of human life, focusing on doing what is right for patients and consumers. GlaxoSmithKline (GSK) Vaccine s Mission: We will be the most trusted vaccines partner by enabling those who keep America healthy through immunization. We are a successful vaccines business that acts responsibly with integrity and transparency, putting our values at the heart of every decision. We commit to help people do more, feel better and live longer. GSK Vaccines has more than 2,600 people working on the research and the development of vaccines for all ages (pediatric, adolescent, adult & travel and elderly) to prevent potentially life-threatening or crippling illnesses. With over 30 marketed vaccines worldwide, GSK has delivered over 900 million vaccine doses to 170 countries. 7. Please provide a short title for your innovation (6 words or less) Listening with the Customer at Heart 8. What is the innovative customer experience initiative, program or capability? Please focus on WHAT your company did differently and HOW it did it. (200 words or less) Immunizations and the healthcare market pose evolving customer experience challenges in balancing organizational needs, doctor and patient preferences, government regulations and healthcare quality mandates. As part of bringing the GSK mission to life, the Vaccines Customer Experience team focuses on taking the B2B/B2C GSK experience from an everyday vaccine manufacturer experience to a Beloved company experience consistent with GSK values and government regulations. GSK vaccines deployed an innovative listening program, titled Listening with the Customer at Heart. The listening program utilizes multiple touch-points to ensure the voice of the customer is heard. The system strategically employs cross-organizational surveys to our customers, speech/text analytics, monthly listening calls with field sales, and IGNITE, a web-based engagement platform for employees in the field to channel ideas for business improvement and share the voice of the customer. Field members can post ideas for improvement and colleagues can provide suggestions for refining these ideas. We also implemented business improvement processes so that we not only listen, but we act" on customer insights. Our goal is to ensure the complete customer experience including procurement, administration of vaccines and continuous education is positive. This initiative helps position GSK as leader in delivering customer service excellence. 9. What were the results? Let us know, specifically, how the initiative has IMPROVED CUSTOMER EPERIENCE and how it has impacted your company's BUSINESS RESULTS? Be as specific and quantitative as possible about the results. (300 words or less) A positive experience is key to building loyalty among our customers by establishing successful and enduring relationships. The impact of the current Listening with the Customer at Heart initiative has built trust with our customers. Specific metrics/results are as follows: Improved ability to deliver a consistent, positive customer experience resulting in maintaining our #1 position when compared to competitors, according to surveys conducted by GSK. We improved our Overall Corporate Trust score over the last two years also when compared to competitors. Maintaining our monthly overall experience score for our customer service centers above 85% throughout 2013 Maintaining net promoter score (NPS) above 70% to deliver a consistent, reliable positive 2

3 customer experience that builds customer loyalty Resolving 74% of declared issues that caused an inferior customer experience (issues relating to website performance, clearer communication with customers and available resources to help customers meet their immunization goals) Improved the customer on-boarding process we aligned our Telesales team to deliver courtesy calls after a customer has registered for our online purchasing site. We developed resources to help guide the customer throughout the entire process. Implemented 18 new ideas via our IGNITE portal to improve the customer experience with GSK Vaccines Reduced our product lot numbers from 10 characters to 5 characters making it easier for customers to record and utilize our products Improved the customer experience during our flu season by offering split flu shipments, product returns and clearer communications Improved the website functionality of our direct order site with improvements in speed of site, communications and administrative capabilities based on customer feedback Improved the process for password resets (insight gained from speech analytics) 10. How was it innovative? Please list the top 1 to 3 ways in which the program described was innovative, such as the creativity of the design, degree of representing new and different practices, extent that you developed leading edge approaches, or how it involved standout leadership or a game changing model. (300 words or less) Guided by our values and consistent with government regulations, the Vaccines Customer Experience team focuses on the sum of all experiences a customer has with GSK, taking the B2B and B2C GSK experience from an everyday company experience to a Beloved company experience. Top 3 reasons the program is innovative: 1. This is a comprehensive customer listening program that involves all departments within the organization. It engages matrix teams to focus on the customer and invest in continuing the initiative of customer centricity. We assigned champions from each department to help advance the initiative(s) within their teams. 2. This is an evolving program. We continue to make enhancements and respond to market needs to meet our goal of providing a consistent, reliable and positive customer experience. We have developed and implemented business improvement processes to continually monitor customer insights. 3. We have also developed a quarterly Customer Experience employee recognition program where employees who put the customer at heart and diligently worked in designing and delivering a solution are recognized in front of their leadership and colleagues. This has been beneficial around building awareness for the customer experience initiatives, and helps drive the team effort to provide our customers with an excellent experience. 11. What 1 thing from your initiative advances the field of customer experience? (150 words or less) A single negative customer experience can have a major impact on how our customers view our services, products and reputation. Cross industry research reveals that eighty-seven percent of customers state they will never go back to an organization after a negative experience. Actions speak louder than words, and our innovative listening system provides an example of a comprehensive program that continues to provide valuable insights on which we can take action. Keeping the customer at heart helps create a culture within our organization where we earn our customers trust and create an extraordinary customer experience that demonstrates we have listened to them and that we understand their needs. While we may not always be able to provide a solution to every customer need, we keep the customer and their patients at the center of our decision making process, and strive to help them meet their immunization objectives. 3

4 Attachments/Supporting Documents: You may submit up to 5 additional pages. They must be in 8 ½ 11 format (either portrait or landscape) and in PowerPoint or PDF. The attachment should be used to illustrate the innovation and help it come alive, so graphics and photo shots are encouraged. Naming the File Ideally, please put the submission form and the supplemental pages into one PDF document with the file name: COMPANY NAME and SHORT TITLE (title from question 7) Alternatively, you may submit the submission form and supplemental file as separate documents, but please put the file name as above on each. Submitting your document(s) to Brittney Burns at bburns@cxpa.org with subject line: C INNOVATION AWARD SUBMISSION Thank you for your submission! Questions? Contact Brittney Burns at bburns@cxpa.org 4

5 Screen shot of Overall Experience & NPS Scores Time of implementation of solutions developed from insights gathered from the listening system with the customer at heart Customer Insights Screen shot of IGNITE! web-based listening platform Idea posting Other users commenting/refining, voting on the idea 5