Want to improve you CX< CSat or VoC program? Join us as we review a 6-step model covering what to measure, how to measure it and what you can do now to take it all to the next level.
10. What do I
measure?
How do I
measure it?
Now what do I do
with these numbers?
The What, How, Now Model
WHAT HOW NOW
11. 1. Map it out
o Create a customer journey map —
an outline of the customer journey
broken into major touch points
o Consider multiple points of view
o Cluster into major touch points
WHAT
DO I MEASURE?
HOW
NOW
12. 2. Develop Channels
o Decide how to collect data at
each touch point
o Ensure you cover all major
touch points
o For surveys, create more
questions than you plan on using
WHAT
DO I MEASURE?
HOW
NOW
Image Source: freeenterprise.com
13.
14. Image Source: freeenterprise.com
3. Test Format
o Test channels with 300-400 customers
o Revise buckets based on feedback &
analysis of items
o Aim for less than 20 quantitative
questions in any single channel
o Conduct focus groups to examine
content & flow
WHAT
HOW
DO I MEASURE IT?
NOW
15. CEO
Marketing Product Web
EVP
4. Reporting Levels
o Identify reporting levels
o Work from macro to micro
o Create data flow diagram
WHAT
HOW
NOW
WHAT?
16. 5. Goals
o Tie incentives to CX metrics
o Make them specific to each area
WHAT
HOW
NOW
WHAT?
Image Source: freeenterprise.com
17. 6. Action Process
o Develop root cause process
o Make insights actionable
o Leverage text analysis to go
beyond quantitative data
WHAT
HOW
NOW
WHAT?
Image Source: freeenterprise.com
26. 1. Strong
Leadership
Key Takeaways
o Starts at the top
o Executive support is necessary, but not sufficient
o Subordinates follow their leaders
o More show; less talk
What If I Don’t Have Support?
o Return on Investment modeling
• Demonstrate value added
• Repurchase, Forgiveness, Word of Mouth
o Trial Program
• Start small; grow in complexity
o Case Studies
• Success stories
27. 2. Vision &
Clarity
Key Takeaways
o Be specific
o Short & simple is better
o Provide clear message
o Include road map
o Specify steps & milestones
How Do I Create a Vision?
o Determine ideal future state
o Create first draft
o Seek input
o Iterate and edit
o Finalize & add road map
28. 3. Engagement
& Collaboration
Key Takeaways
• Engaged employees are essential
• Pockets of engagement aren’t enough
• Cross-functional synergy is necessary
How Do I Engage Employees?
o Formal program is necessary
o Listen & take action
o Capitalize on group/company strengths
o Address group/company opportunities
29. 4. Listening
& Learning
Key Takeaways
o Systematic collection
o Comprehensive coverage
o Draw insights
o Enable action
How Do I Set Up a Listening Program?
o Determine what you want to know
o Identify how you want (or should) listen
o Collect information
o Summarize & analyze
30. 5. Alignment
& Action
Key Takeaways
o Leverage vision statement & road map
o Insure groups understand their purpose and
contribution
o Guide action towards common goal with group-
level focus
How Do I Know What Actions To Take?
o Implement objective system
o Drill down to key drivers and root cause
o Pilot potential solutions
o Track results
31. 6. Patience
& Commitment
Key Takeaways
o It is hard to wait
o Iteration is necessary
o Culture change takes commitment
How Can I Show Progress?
o Customer success stories
o Communication plan around micro and macro wins
o Be your best PR tool
