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: Daniel Curzon Shop Direct Phone Number: Head of Customer Experience daniel.curzon@shopdirect.com 2. Please provide contact information for the secondary contact for this award process. Name of secondary contact: Zoe Clayton-White Company: Shop Direct Position/Title: Customer Experience Specialist Address: zoe.white@shopdirect.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) Shop Direct is the UK and Ireland s leading multi-brand online retailer, with digital department stores including our newer brands, Very.co.uk, isme.com and Woolworths.co.uk right through to our well-loved heritage brands, Littlewoods.com and KandCo.com. We ve been around for more than 80 years and currently more than 80% of our sales are online, with over a third from mobile devices. Our websites receive a whopping 880,000 visits every day, we stock 800 brands, including big name labels as well as our own exclusive brands and deliver 46 million products each year to five million active customers. Our vision is to become a truly world class digital retailer, offering our millions of customers the best and most personalised shopping experience they can find, no matter how they choose to shop with us. Ultimately though, we re here for one reason to make good things easily accessible to more people. 7. Please provide a short title for your innovation (6 words or less) Customer Experience A Strategic Approach 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) In January 2013, a customer focused strategy, purpose and vision were launched to reflect a changing digital world: Make good things accessible to more people. To support, we wanted clarity on where we needed to improve our customer experience; switched from CSI to NPS and worked with a third party to establish customer priorities. For the first time, these customer priorities were led by business owners and used our bespoke verbatim database to determine the root causes to concentrate improvements on. Over 300 improvements have been delivered in the calendar year since NPS launched and the list continues. Shop Direct s C programme is underpinned by a communications and engagement programme, whose objective is to drive cultural change through encouraging customer centric behaviour. The programme drives continuous communications campaigns across the business including visual displays, updates, intranet, Yammering, securing airtime in all major business and departmental briefings, and by engaging thousands of people across three continents with events focusing on Customer Experience. We have also built a group wide employee engagement programme designed to capture issues or ideas to improve the customer experience, giving every individual a voice to make change in Shop Direct. 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) Our improvement over the last year is a huge success story. In January 2013, our NPS score was +18. Fast forward to January 2014, the score reached +35, demonstrating that the more improvements we make, the more engaged our customers become. Furthermore, our brands 2

3 participated in one of the UK s largest surveys Customer Experience Excellence, enabling customers to directly compare and rate brands against each other. 7.5k respondents provided circa 130k ratings and over 100k comments. In 2012, Shop Direct was positioned 162 out of 250 businesses. In 2013, we moved up to 88 th. More specifically, isme came out as the most improved company, a massive 12% improvement on last year and Very was placed at number eight. A clear indicator that the strategy and customer focus is working. Process changes have been extremely important in delivering improvements to our customer s experiences. Broken promises are the largest drivers of our most dissatisfied customers. At peak 2013, our customers experienced a 37% improvement in delivery promises. We kept circa 300k more customer promises in 2013 than we did just 12 months previously. Proactive communications is also a key customer improvement area. When we promise to deliver a product to our customers, we track whether they chase their order up. Historically 50% of our customers were chasing before the delivery due date, we ve reduced this YOY by 24%, meaning over 100k customers trusted we would deliver as promised. Colleague engagement has also had a big impact on our results. Every employee can submit ideas via our internal programme, Customer 1 st Aid, plus our Be a Customer programme encourages our senior leadership team to take part in monthly shopping exercises. In the last year there have been over 230 improvements delivered on the back of colleague suggestions. 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) Verbatim Database - The business had a vast amount of unexploited unstructured data sat in our systems, so a companywide engagement exercise was initiated identifying four main sources: NPS, Contact Centre, Complaints and Social Media. 43k customer verbatim were analysed to isolate the negative sentiment and then evaluated to root cause level. This output was then prioritised by creating a customer importance/satisfaction model and the top five issues per NPS priority workstream were fed back into the workgroups as an input through engagement with senior business leaders. Employee Engagement - Every individual can suggest ways to improve process, system or policy by submitting ideas via our employee engagement programme, Customer 1 st Aid. Colleagues can also highlight issues or failures in the customer journey, providing a unique opportunity to harness the collective mind and prioritise improvement activity. In the last year, over 200 improvements have been delivered, generating a net benefit of over 1.5m. Alongside this, our Be a Customer programme encourages our senior leadership team to complete monthly shopping exercises focusing on areas of dissatisfaction. Via Userzoom technology we capture real time failures and opportunities and work cross functionally to deliver both small user experience changes and large developments. In 12 months, we ve delivered over 30 improvements and generated over 1m additional demand and 800k cost savings. Test and Learn - Historically, Shop Direct has been obsessed by focusing on incremental retail demand as a primary measure of success in online testing. This has been transformed. The customer is now at the heart of our testing providing feedback and generating innovation. We use 3

4 qualitative testing using our in house U lab and support by quantitative testing on site with approximately 35 tests per month. Our customers are in control and a culture of fail fast is now encouraged. 11. What 1 thing from your initiative advances the field of customer experience? (150 words or less) Our communication and engagement programme includes several initiatives in place to allow colleagues to Get Closer to our Customers at their desk, at briefings, out and about via Yammer, at days out at operational sites and of course by shopping with our brands. However, we ve taken it one step further by transforming meeting rooms into Digital Customer Rooms. These rooms project real time feeds from social media to show what our customers are really saying about our brands, and contain all of the latest information on NPS and our customer priorities. Colleagues can also listen to real customer complaint calls via headsets, enabling them to experience first-hand the pain that customers go through when things go wrong. At Shop Direct we can now see, hear and understand our customers, whilst continuing to focus on making good things accessible to more people! ATTACHMENT Update video. Require ftp access to upload as 46.8MB. 4

5 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. If you prefer to send a video instead of PowerPoint or PDF, please be sure the video does not exceed 5 minutes. 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 5