CEM Begins at home
Its all about employee engagement
Cathy McKnight, Partner & Principal Analyst
May 2014 – J. Boye Philad...
2	
  @cathymcknight	
  	
  |	
  @just_clarity	
  |	
  #JBoye14	
  
DCG helps business leaders
navigate the digital
transformation and create
competitive advantage
from disruption. 
@cathymc...
Outside looking in
@cathymcknight	
  |@just_clarity	
  |	
  #JBoye14	
   5	
  
Employee Engagement & CEM
“What everyone in a company
does can...
@cathymcknight	
  	
  |	
  @just_clarity	
  |	
  #JBoye14	
  
CEM
@cathymcknight	
  |@just_clarity	
  |	
  #JBoye14	
   7	
  
Employee Engagement & CEM
“We (JetBlue) believe that only 10%
...
Harvard Business School
Impact of employee engagement
@cathymcknight	
  |@just_clarity	
  |	
  #JBoye14	
   8	
  
@cathymcknight	
  |@just_clarity	
  |	
  #JBoye14	
   9	
  
Employee Engagement & CEM
Much of employee engagement is
about...
@cathymcknight	
  |@just_clarity	
  |	
  #JBoye14	
   10	
  
Harvard Business School
Impact of employee engagement
Aon Hewitt – 2014
Trends in Global
Employee
Engagement
@cathymcknight	
  |@just_clarity	
  |	
  #JBoye14	
   13	
  
15	
  
Engaged & empowered employees . . .
§  Companies	
  in	
  the	
  top	
  quar0le	
  of	
  
engagement	
  had	
  50%...
CEM has emerged as a critical strategy
for businesses today – 86% of
consumers quit doing business with a
company because ...
There are many other CEM technologies out
there—Web analytics tools and survey and
feedback software—and all promise to de...
Blend Old School + New
@cathymcknight	
  |@just_clarity	
  |	
  #JBoye14	
   18	
  
@cathymcknight	
  |@just_clarity	
  |	
  
#JBoye14	
  
19	
  
“Extinction is the rule.
Survival is the exception.”
-- Carl Sagan@cathymcknight	
  |@just_clarity	
  |	
  #JBoye14	
   21...
@cathymcknight	
  |@just_clarity	
  |	
  #JBoye14	
   22	
  
@cathymcknight	
  |@just_clarity	
  |	
  #JBoye14	
   23	
  
@cathymcknight	
  |@just_clarity	
  |	
  #JBoye14	
   24	
  
Clarity around WIIFM
@cathymcknight	
  |@just_clarity	
  |	
  #JBoye14	
   25	
  
@cathymcknight	
  |@just_clarity	
  |	
  #JBoye14	
   26	
  
Internal CEM Strategy
1.  Purposeful leadership
2.  Consistent and vivid image of the
customer – company wide
3.  EVP and ...
@cathymcknight	
  |@just_clarity	
  |	
  #JBoye14	
   28	
  
For CEM⌃
@cathymcknight	
  |@just_clarity	
  |	
  #JBoye14	
   29	
  
30	
  
Cathy McKnight – Partner, Principal Analyst
cmcknight@digitalclaritygroup.com
@cathymcknight | @just_clarity
Customer Engagement Management – starts at home by Cathy McKnight
Customer Engagement Management – starts at home by Cathy McKnight
Customer Engagement Management – starts at home by Cathy McKnight
Customer Engagement Management – starts at home by Cathy McKnight
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Customer Engagement Management – starts at home by Cathy McKnight

  1. 1. CEM Begins at home Its all about employee engagement Cathy McKnight, Partner & Principal Analyst May 2014 – J. Boye Philadelphia @cathymcknight    |  @just_clarity  |  #JBoye14  
  2. 2. 2  @cathymcknight    |  @just_clarity  |  #JBoye14  
  3. 3. DCG helps business leaders navigate the digital transformation and create competitive advantage from disruption.  @cathymcknight  |  @just_clarity  |  #JBoye14   3   About Digital Clarity Group
  4. 4. Outside looking in
  5. 5. @cathymcknight  |@just_clarity  |  #JBoye14   5   Employee Engagement & CEM “What everyone in a company does can be reduced to one of two functions: to serve the customer or serve someone who does” Dr. W. Edward Deming
  6. 6. @cathymcknight    |  @just_clarity  |  #JBoye14   CEM
  7. 7. @cathymcknight  |@just_clarity  |  #JBoye14   7   Employee Engagement & CEM “We (JetBlue) believe that only 10% of customers’ perception of our brand is visible through customer interactions. The other 90% is impacted by people management, processes, policies, and organization.”
  8. 8. Harvard Business School Impact of employee engagement @cathymcknight  |@just_clarity  |  #JBoye14   8  
  9. 9. @cathymcknight  |@just_clarity  |  #JBoye14   9   Employee Engagement & CEM Much of employee engagement is about relationships. The relationship an employee has with their job, their colleagues, their customers and their organisation. And, relationships are all art and very little science. Adrian Swinscoe
  10. 10. @cathymcknight  |@just_clarity  |  #JBoye14   10   Harvard Business School Impact of employee engagement
  11. 11. Aon Hewitt – 2014 Trends in Global Employee Engagement @cathymcknight  |@just_clarity  |  #JBoye14   13  
  12. 12. 15   Engaged & empowered employees . . . §  Companies  in  the  top  quar0le  of   engagement  had  50%  higher   total  shareholder  return.   §  Companies with engaged employees financially outperform lower engagement workplaces, with 5.75% higher operating margin and 3.44% higher net profit margin. §  Each incremental % of employees who become engaged predicts incremental 0.6% growth in sales. (Aon Hewitt)
  13. 13. CEM has emerged as a critical strategy for businesses today – 86% of consumers quit doing business with a company because of a bad experience – up from 59% four years ago. Impact of CEM A March report by Harris Interactive @cathymcknight  |@just_clarity  |  #JBoye14   16  
  14. 14. There are many other CEM technologies out there—Web analytics tools and survey and feedback software—and all promise to deliver the potential for higher profit. Companies use the technologies to glean information from customers and leverage it to provide better experiences. CEM & Technology @cathymcknight  |@just_clarity  |  #JBoye14   17  
  15. 15. Blend Old School + New @cathymcknight  |@just_clarity  |  #JBoye14   18  
  16. 16. @cathymcknight  |@just_clarity  |   #JBoye14   19  
  17. 17. “Extinction is the rule. Survival is the exception.” -- Carl Sagan@cathymcknight  |@just_clarity  |  #JBoye14   21  
  18. 18. @cathymcknight  |@just_clarity  |  #JBoye14   22  
  19. 19. @cathymcknight  |@just_clarity  |  #JBoye14   23  
  20. 20. @cathymcknight  |@just_clarity  |  #JBoye14   24  
  21. 21. Clarity around WIIFM @cathymcknight  |@just_clarity  |  #JBoye14   25  
  22. 22. @cathymcknight  |@just_clarity  |  #JBoye14   26  
  23. 23. Internal CEM Strategy 1.  Purposeful leadership 2.  Consistent and vivid image of the customer – company wide 3.  EVP and inclusive culture 4.  Customer-focused decision making 5.  Compelling brand values 6.  Employee engagement 7.  Recognition @cathymcknight  |@just_clarity  |  #JBoye14   27  
  24. 24. @cathymcknight  |@just_clarity  |  #JBoye14   28   For CEM⌃
  25. 25. @cathymcknight  |@just_clarity  |  #JBoye14   29  
  26. 26. 30   Cathy McKnight – Partner, Principal Analyst cmcknight@digitalclaritygroup.com @cathymcknight | @just_clarity

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