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How Voice of the Customer Via Employees Can Harness Frontline Insights

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  • Stacy’s notes: “It takes a village” towards the creation of a great customer experience. Employees are the pulse, the soul of that village.
  • Stacy’s notes: Key here is that it enhances, does not replace traditional research methodologies. This is a type of insights innovation.
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    • 1. How Voice of the Customer Via Employees Can Harness Frontline Insights A Complimentary Webinar from Aurora WDC 12:00 Noon Eastern /// Wednesday 19 February 2014 ~ featuring ~ Bill Hoffman The Intelligence Collaborative http://IntelCollab.com #IntelCollab Steve Wallin Michel Bernaiche Powered by
    • 2. Bill Hoffman Steve Wallin Bill Hoffman is Managing Partner and Co-Founder of Frontline Insights. Most recently he served as Senior Vice President of Customer Insight for Best Buy where he created and led the Consumer Insights Unit (CIU) responsible for the Customer Analytics, Customer & Consumer Research, Competitive Strategy/Intelligence, Market Analytics, and VOCE (Voice of the Customer through the Employee) teams. Prior to Best Buy, he was a Senior Expert in McKinsey & Company’s Strategy Practice. Prior, Hoffman was a Partner at The Gallup Organization and also served in SVP Strategy roles for Bank of America. Hoffman began his career at the Central Intelligence Agency where he earned the Balkans service medal & two exceptional performance awards; he also served in the United States Navy ending his tenure as a Lieutenant (Intel). He was selected for the Minneapolis/St. Paul "40 Under Forty" award in 2011. Email: Bill@FrontlineInsights.com Steve Wallin is Managing Partner and Co-Founder of Frontline Insights. His 20-year career has included leadership roles in professional services, training, customer care, operations, and consumer insights. Prior to Frontline Insights Wallin spent 8 years at Best Buy where he created and launched many unique programs. He led the national launch of Geek Squad’s first online customer technical support, now called Geek Squad Tech Support. In 2010, he joined Hoffman in CIU as his right hand where he led development of and launched Best Buy's first formal VOC (Voice Of Customer) department and created the Voice Of the Customer through the Employee (VOCE) program as Vice President of Consumer Insights Strategy & Execution (ISE). VOCE was selected as a Harvard Business Review/McKinsey & Company M-Prize winner for Management Innovation. Email: Steve@FrontlineInsights.com The Intelligence Collaborative is the online learning and networking community powered by Aurora WDC, our clients, partners and other friends and dedicated to exploring how to apply intelligence methods to solve realworld business problems. Apply for a free 30-day trial membership at http://IntelCollab.com or learn more about Aurora at http://AuroraWDC.com – see you next time! The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by
    • 3. Questions, Commentary & Content α α α α The Intelligence Collaborative http://IntelCollab.com #IntelCollab Use the Questions pane on your GoToWebinar control panel and all questions will be answered in the second half of the hour. You are welcome to tweet any comments on Twitter where we are monitoring the hashtag #IntelCollab or eavesdrop via http://tweetchat.com/room/IntelCollab Slides will be available after the webinar for embedding and sharing via http://slideshare.net/IntelCollab To view the recording and download the PPT file, please register for a trial membership at http://IntelCollab.com. Powered by
    • 4. Agenda ► Frontline Insights Philosophy ► Insights Radar – Listening to Employees ► Why it Matters ► People Process & Technology The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by
    • 5. Why we exist on the planet Impact Technical model Management system The success rates of organizations that had… 53 1.5 x Increase process efficiency to maximize change impact Adjust organizational design, KPIs, targets to support the change 32 Capabilities Limited frontline ownership Strong frontline ownership 5 The Intelligence Collaborative http://IntelCollab.com #IntelCollab Coach local managers, teach front-line operators Mindset and behaviors Emphasize leadership behavior, role modeling, reinforcement mechanisms Powered by
    • 6. What we believe Insights Units should be this . . . 6 The Intelligence Collaborative http://IntelCollab.com #IntelCollab Not this . . . Powered by
    • 7. Our POV…avoid this!!! 7 The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by
    • 8. The 7 Deadly Sins of VOE Programs 7. The employees are just using the forum to complain 6. We aren’t getting any innovative ideas 5. Employees are using your program instead of mine! 4. Your voice is important (wink, wink) 3. If you build it – they will come 2. The Marble Palace 1. Share this, not that 8 The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by
    • 9. Are you REALLY listening??? 9 The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by
    • 10. Surveys ≠ Listening 10 The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by
    • 11. The Radar Should Always Be On 11 The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by
    • 12. HBR/MCKINSEY M-PRIZE WINNER at Best Buy http://www.managementexchange.com/story/my-customer-one-voice 12 The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by
    • 13. Process – How Radar Works Employees listen to customers and observe behavior Leadership and business teams can pose questions to employees The Intelligence Collaborative http://IntelCollab.com #IntelCollab Provide an easy and fast method for sharing insights Communicate insights to relevant corporate teams AND front line leaders Process the input to determine key themes Provide a summary of what you heard Powered by 1 3
    • 14. It’s More Than Just Technology 14 The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by
    • 15. Insights Radar - Why A great customer experience starts with a great employee experience. To connect with customers in a relevant, meaningful way, you must first connect with your employees. Highly engaged employees are vested in the workplace experience and have skin in the game to be successful, whereas customers in many cases have choices to vote with their wallet elsewhere. The VoE carries significant weight towards long-term success. 15 The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by
    • 16. Insights Radar - Why It’s all about employee engagement… Listening = Respect. Employees want to be heard – it tells them that what they have to say is worth the time it takes to listen and it tell them that they matter. Purpose. When employees contribute to something that drives value to an organization, they feel enriched for having contributed to the company. Performance. According to Gallup, engaged employees simply perform better than unengaged employees. Solutions. Engaged employees are more likely to find solutions to potential customer problems and even more powerful, they will share those solutions. “Outstanding leaders go out of their way to boost the self-esteem of their personnel. If people believe in themselves, it's amazing what they can accomplish.” - Sam Walton 16 The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by
    • 17. Insights Radar - Why A robust VoE capability is another tool to add to insights arsenal that enhances traditional research methodologies and provides a 360 degree lens across customer experience. Analytics Employee 17 The Intelligence Collaborative http://IntelCollab.com #IntelCollab Competitive Intelligence Research Powered by
    • 18. Insights Radar – How The elements that encompass the building of a VoE center around People, Process, and Technology. People are the most important asset and sit at the intersection of technology and process. They are the pulse and they define necessary requirements within an often iterative process. Process 18 The Intelligence Collaborative http://IntelCollab.com #IntelCollab People Technology Powered by
    • 19. Technology – The Radar Platform The fundamental philosophy around technology is that it must be as simple as possible for the end-user and free up time so that it may be allocated towards driving action in service of improving the customer and employee experience. Insights Insights Insights Platform Software Reporting Survey Simple gathering mechanism for insights Text analytics separates signal from noise and organizes data Structure to gather input and visualize results Provides additional method to gather insights and assess capability 19 The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by
    • 20. BALANCE THE SHORT AND LONG TERM VIEW Establishing a sustainable and meaningful VoE program requires patience, diligence, and commitment , and as with most worthwhile things, it takes time. You will likely face the three C’s… Time “We already knew that” “Volume is too low” “That’s only one location – it’s an anomaly” Initially people may roll their eyes and mention how they have seen this before, or employees only complain, they have bad ideas. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Once you’ve gathered and analyzed employee inputs, you may face criticism when attempting to drive action. If you continue to listen, take action, and communicate, you will eventually reach the third “C” and see a culture change. Powered by
    • 21. Insights Radar Principles ▪ Philosophy: Listening to insights your employees observe about your customers is either important, or it isn’t ▪ Executive Leadership: Senior support of employee insight is critical ▪ Capability: Providing insights must be easy and fast for your employees ▪ Expectation: Employee insights will not provide THE answer. They will enlighten your customer’s perspective AND your employees’ experience. ▪ Empowerment: Do not control what insight employees provide, everything is a clue ▪ Long View: Patience is critical. Shifting culture to enable, empower, and expect employees to provide insights takes time. ▪ Strategic Communications: Share the fact insights are received, listened to, and acted upon. Ensure employees know their insight is valued, relevant, used. ▪ Reinforcement: Recognize employees for contributions & leaders who are clearly listening to their employees 21 The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by
    • 22. Thank you! Now how about a little Q&A? Bill Hoffman Email: Bill@FrontlineInsights.com Steve Wallin Email: Steve@FrontlineInsights.com The Intelligence Collaborative is the online learning and networking community powered by Aurora WDC, our clients, partners and other friends and dedicated to exploring how to apply intelligence methods to solve realworld business problems. Apply for a free 30-day trial membership at http://IntelCollab.com or learn more about Aurora at http://AuroraWDC.com – see you next time! The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by

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