Outside In The Power of Putting Customers at the Center of Your Business. Harley Manning VP & Research Director, Customer Experience
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1 Outside In The Power of Putting Customers at the Center of Your Business Harley Manning VP & Research Director, Customer Experience
2 Great customer experiences create and sustain customer loyalty 2015 Forrester Research, Inc. Reproduction Prohibited 2
3 2014 Forrester Research, Inc. Reproduction Prohibited 3
4 Customers who had a good experience invested 4.5x more money with Fidelity Their investments added up to billions of incremental dollars per year 2012 Forrester Research, Inc. Reproduction Prohibited
5 The Customer Experience Index How customers perceive their interactions with a company 2014 and beyond How well a company s customer experience helps it create and sustain customer loyalty 2014 Forrester Research, Inc. Reproduction Prohibited 5
6 What happens when you factor customer loyalty into customer experience rankings? 2015 Forrester Research, Inc. Reproduction Prohibited 6
7 Customer Experience Index 2014 Customer Experience Index Forrester Research, Inc. Reproduction Prohibited 7
8 2015 Forrester Research, Inc. Reproduction Prohibited 8
9 USAA #1 credit card provider #1 bank #1 auto & home insurer #1 investment firm 2015 Forrester Research, Inc. Reproduction Prohibited 9
10 What makes a customer experience great? 2014 Forrester Research, Inc. Reproduction Prohibited 10
11 Three core dimensions of CX quality Effectiveness Ease Emotion Customers get value from the experience. Customers get that value without difficulty. Customers feel good about the experience Forrester Research, Inc. Reproduction Prohibited 11
12 Popular Theory Emotion Ease Effectiveness 2014 Forrester Research, Inc. Reproduction Prohibited 12
13 Emotion Effectiveness Effectiveness Ease Emotion Ease 2014 Forrester Research, Inc. Reproduction Prohibited 13
14 Auto and Home Insurance providers Banks Credit Card providers Health Insurance providers Investment Firms 2014 Forrester Research, Inc. Reproduction Prohibited 14
15 People will forget what you said. They ll forget what you did. But they will never forget how you made them feel Forrester Research, Inc. Reproduction Prohibited 15
16 Universal Drivers 2014 Forrester Research, Inc. Reproduction Prohibited 16
17 1. Make customers feel valued 2015 Forrester Research, Inc. Reproduction Prohibited 17
18 Recognition
19 Net Income American Cancer Society CX model Point of diminishing returns Minimum CX Quality Experience Quality Fundraising Events 2014 Forrester Research, Inc. Reproduction Prohibited 19
20 2. Resolve customer problems or issues quickly 2015 Forrester Research, Inc. Reproduction Prohibited 20
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22 Flight cancellation notice Next available flights Flight details New flight booking Source: Delta Air Lines iphone app 2013 Forrester Research, Inc. Reproduction Prohibited 22
23 3. Talk to customers in plain language 2015 Forrester Research, Inc. Reproduction Prohibited 23
24 2014 Forrester Research, Inc. Reproduction Prohibited 24
25 *Rate example for ages Coverage subject to verification of identity and receipt of payment as required by law but upon issue, is considered effective as of time of application. Advertising Disclosures 2015 Forrester Research, Inc. Reproduction Prohibited 25
26 2015 Forrester Research, Inc. Reproduction Prohibited 26
27 Universal drivers of CX and loyalty 1. Make customers feel valued 2. Resolve customer problems or issues quickly 3. Talk to customers in plain language 2014 Forrester Research, Inc. Reproduction Prohibited 27
28 Prioritize your CX to-do list 2014 Forrester Research, Inc. Reproduction Prohibited 28
29 Current performance Sample RoCXi Prioritization Matrix: Citibank Monitor/Maintain Keep personal and financial information secure Make things easy to find on the website Enhance/Promote Talk to customers in plain language Resolve problems and issues quickly Make customers feel valued Improve ASAP Take time to listen to and understand customer needs Relative importance to customer loyalty 2014 Forrester Research, Inc. Reproduction Prohibited
30 Current performance Sample RoCXi Prioritization Matrix: Citibank Monitor/Maintain Keep personal and financial information secure Make things easy to find on the website Enhance/Promote Talk to customers in plain language Resolve problems and issues quickly Make customers feel valued Improve Later Make pricing, rates, and fees transparent Improve ASAP Take time to listen to and understand customer needs Relative importance to customer loyalty 2014 Forrester Research, Inc. Reproduction Prohibited
31 How can you get on the path to sustainable customer experience success?
32 The 6 Disciplines of CX Strategy Customer Understanding Design Measurement Governance Culture
33 The 6 Disciplines of CX Strategy Customer Understanding Design Measurement Governance Culture
34 The 6 Disciplines of CX Strategy
35 2012 Forrester Research, Inc. Reproduction Prohibited
36 2012 Forrester Research, Inc. Reproduction Prohibited
37 Align your business objectives with customer objectives 2012 Forrester Research, Inc. Reproduction Prohibited
38 Opportunities for differentiation Raise the coverage amount for jewelry collections to $50,000 Create a claims toolkit to walk members through the process step by step Reject new business opportunities that don t pass muster with their Subscribers Advisory Committee 2012 Forrester Research, Inc. Reproduction Prohibited
39 2012 Forrester Research, Inc. Reproduction Prohibited
40 Gross written premium 2012 Forrester Research, Inc. Reproduction Prohibited 40
41 The 6 Disciplines of CX Customer Understanding
42 2012 Forrester Research, Inc. Reproduction Prohibited
43 2012 Forrester Research, Inc. Reproduction Prohibited
44 2012 Forrester Research, Inc. Reproduction Prohibited
45 2012 Forrester Research, Inc. Reproduction Prohibited
46 You were compassionate and had obvious care and concern for my welfare Forrester Research, Inc. Reproduction Prohibited
47 The 6 Disciplines of CX Design
48 Repeatable problem-solving process that incorporates the needs of customers, employees, and other business stakeholders 48
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50 2012 Forrester Research, Inc. Reproduction Prohibited
51 2012 Forrester Research, Inc. Reproduction Prohibited
52 2012 Forrester Research, Inc. Reproduction Prohibited
53 The 6 Disciplines of CX Strategy Customer Understanding Design Measurement Governance Culture
54 The 6 Disciplines of CX Strategy Customer Understanding Design Measurement Governance Culture
55 The 6 Disciplines of CX Measurement
56 2012 Forrester Research, Inc. Reproduction Prohibited
57 Perception Descriptive Outcome
58 Perception What the customers thought happened and how they felt about it Satisfaction with how easy the bank is to do business with Ease of navigating online banking tools Satisfaction with financial advisors
59 Descriptive What happened in the real world Page views Average wait time in a branch
60 Outcome What business impact we can expect Net Promoter Score % of HH with transaction accounts, investments, and borrowing products
61 Perception Descriptive Outcome
62 The 6 Disciplines of CX Governance
63 2012 Forrester Research, Inc. Reproduction Prohibited
64 Barclaycard assigns accountability for 9 key processes in the customer journey
65 Barclaycard assigns accountability for 9 key processes in the customer journey Acquiring new accounts Providing customer service Collections
66 One senior executive owns the new accounts process Ensures that every aspect of the customer experience for new accounts meets CX standards Intervenes in disputes between competing departments Has authority to stop any initiative that will create a problem for customers Paul Wilmore Senior Director of Consumer Markets (Barclaycard)
67 The 6 Disciplines of CX Culture
68 Culture eats strategy for breakfast - Peter Drucker
69
70 2013 Forrester Research, Inc. Reproduction Prohibited
71 2013 Forrester Research, Inc. Reproduction Prohibited
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73 2013 Forrester Research, Inc. Reproduction Prohibited
74 2013 Forrester Research, Inc. Reproduction Prohibited
75 The 6 Disciplines of CX Strategy Customer Understanding Design Measurement Governance Culture
76 Recommendations Pick your customer experience True North 2012 Forrester Research, Inc. Reproduction Prohibited
77 Every Transformation Requires a Strong Strategic Foundation A Cultural Transformation to Become People Powered, Customer Driven
78 Recommendations Pick your customer experience True North Start your transformation journey 2012 Forrester Research, Inc. Reproduction Prohibited
79 Safelite s People Powered, Customer Driven Culture Inspires Enhanced Policyholder Experience Omni-channel Online Scheduling Options VIN Upload Tech Profile Confirmation On-My-Way Text Alert Mobile-Friendly NPS Survey and the journey continues!
80 Recommendations Pick your customer experience True North Start your transformation journey Tie your customer experience efforts to businessrelevant results 2012 Forrester Research, Inc. Reproduction Prohibited
81 Results: Happy People, Happy Customers 2014 Employee Engagement Score 79% Best in class = 75% 2015 Net Promoter Score 87% 14 percentage point growth since 2007
82 Results: Business Performance Sales Profit 142% Sales growth 200% Profit growth
83 Thank you Harley Manning Vice President & Research Director
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