CEMDNA Change Management: What s All the Fuss About?

Transcription

1 W E B C A S T S E R I E S CEMDNA Change Management: What s All the Fuss About? February 21, pm to 3pm EDT

2 Featured Speakers Vivian Hairston Blade President & CEO EiGL Consulting Alan Miller Vice President CEM Strategies Omega Management Group Corp. Dennis Gershowitz Principal DG Associates

3 CEMDNA Playbook Strategy Bill Bradley Vice President, Marketing & Business Development

4 CEMDNA Change Management Moving from a product-driven culture to a customer-driven culture Coordinating the process from the C-Suite down to engage all departments and business units to ensure uniform, enterprise-wide implementation Requires acknowledging and accepting that it s customers not products and services that are the source of all revenue and profits. Create account plans for your entire customer base for driving customer loyalty and making necessary course corrections to achieve a customer loyalty status Cultural change based on the perceived need for change to improve Financial results Operational efficiency Leadership commitment Communication effectiveness

5 CEMDNA Playbook Strategy

6 Setting the Stage for Change Vivian Hairston Blade President & CEO

7 EiGL Consulting, LLC Successful companies deliver exceptional customer value, even in a time of relentless change. EiGL Consulting works with companies to build highperformance, high-quality and high-service level organizations. Vivian is a recognized consultant, keynote speaker, trainer and executive coach in the principles of Customer Experience, Lean Six Sigma and Leadership Development.

8 Definition: Creating a CEMDNA Change Management Environment The implementation of a proven set of processes that are accepted and provide clear direction for all employees and result in the inclusion of the customer centricity gene as part of a company s DNA Mission: Raising the competence, awareness, operational practices and commitment of all employees to continuously exceed customer expectations

9 Creating a CEMDNA Change Management Environment

10 A Journey Not a Project Development of CEM strategy with 4 major components 1. Measurement of customer satisfaction & loyalty using continuous, consistent questions 2. Analyze customer responses to determine key drivers for satisfaction & loyalty 3. Act to take corrective action, including engaging employees for change management process 4. Assess prior steps to demonstrate ROI, based on customer acquisition, retention, growth and win-back

11 Change Management & The Big 4 All processes must pass continuous customer centricity litmus test based on their impact on Customer acquisition Customer retention Customer growth Customer win-back

12 Summary CEMDNA change management Proven set of processes that drive the customer centricity gene Engage employees to continuously exceed customer expectations CEM strategy is a journey, not a project Must impact customer acquisition, retention, growth and winback

13 Partnering for Success Alan Miller Vice President, CEM Strategies

14 Account Management Segment customers by revenue and/or value Tier 1: largest customers Tier 2: mid-level customers Tier 3: lowest level Segment customers by contact person Decision maker Recommender Influencer

15 Surveys, Analytics & Corrective Action Conduct customer segmented surveys Transaction (every service incident) Relationship (overall business relationship) Conduct segmented analysis By account size/value (Tier 1, Tier II, Tier III) By contact (Decision Maker, Recommender, Influencer) Conduct corrective action using action alert intelligence By account size/value (Tier 1, Tier II, Tier III) By contact (Decision Maker, Recommender, Influencer)

16 Change Management Partnering Create Partner 4 Success program Periodic Review (Tier I Tier II) Service satisfaction metrics Loyalty ratings metrics Customer corrective action plan Customer testimonials Impact of product/services on customer s bottom line Objective Maximize the value of your product/services to customer

17 Summary Account management strategy requires segmentation By account revenue/strategic value By contact (Decision maker Recommender Influencer) Conduct analysis using segmentation Initiate corrective action using segmentation Change management: Partner 4 Success Maximize customer value

18 Successfully Transitioning to a CEMDNA Culture Dennis Gershowitz Principal

19 DG Associates DG Associates works with companies on business strategy, while helping them transform their operations into sustainable best-in-class winners and grow their revenues. We use your customer insight and our experience to focus on: Strategic Planning Building A Customer Loyalty Culture Best Practices Development Voice of the Customer Journey Mapping And Process Enhancement

20 Customer Journey Mapping Journey Mapping Can Help: Identify process improvement opportunities Identify customer experience improvement opportunities Create buy-in for action and/or adoption

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22 Voice of the Customer We gather relevant information We gather actionable information across all Touchpoints We can take ACTION!

23 Analytics for Actionable Insight

24 Engagement

25 Let s Summarize Customer Journey Mapping Leveraging EFM technology and customer survey data Benchmarking and analytics Engaging and reward employees Engaging the customer

26 Thanks for Your Participation Vivian Hairston Blade President & CEO EiGL Consulting Tel.: Alan Miller Vice President CEM Strategies Omega Management Group Corp. Tel.: 978/ Dennis Gershowitz Principal DG Associates Tel.: 910/

27 Requests for Information Bill Bradley VP Marketing & Business Development Omega Management Group Corp. Tel.: 978/ Check for upcoming webcasts at