The Path To Customer Experience Maturity

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The Path To Customer Experience Maturity

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The Path To Customer Experience Maturity

  1. 1. The Path To Customer Experience Maturity Moira Dorsey, Vice President, Group Director 19 November 2013 © 2013 Forrester Research, Inc. Reproduction Prohibited
  2. 2. © 2013 Forrester Research, Inc. Reproduction Prohibited
  3. 3. © 2013 Forrester Research, Inc. Reproduction Prohibited “clearly unused to even basic mountaineering equipment” © 2013 Forrester Research, Inc. Reproduction Prohibited
  4. 4. Customer Experience © 2013 Forrester Research, Inc. Reproduction Prohibited 13% Differentiate their company from leaders in ANY industry 47% Differentiate their company from leaders in their industry Base: 100 customer experience professionals (percentages may not total 100 because of rounding) Source: Q4 2012 Global Customer Experience Peer Research Panel Online Survey © 2013 Forrester Research, Inc. Reproduction Prohibited
  5. 5. 47% don’t measure customer experience quality Source: Q4 2012 Global Customer Experience Peer Research Panel Online Survey © 2013 Forrester Research, Inc. Reproduction Prohibited 79% don’t train employees on how to deliver the target customer experience Source: Q4 2012 Global Customer Experience Peer Research Panel Online Survey © 2013 Forrester Research, Inc. Reproduction Prohibited
  6. 6. Distribution of scores on Forrester’s Customer Experience Index 2013 Excellent 8% Good 31% OK 36% Poor Very poor 17% 8% Not differentiating © 2013 Forrester Research, Inc. Reproduction Prohibited Low customer experience maturity © 2013 Forrester Research, Inc. Reproduction Prohibited
  7. 7. Customer Experience Maturity The extent to which an organization routinely performs the practices required © 2013 Forrester Research, Inc. Reproduction Prohibited Customer Experience Maturity The extent to which an organization routinely performs the practices required to design, implement, and manage customer experience © 2013 Forrester Research, Inc. Reproduction Prohibited
  8. 8. Customer Experience Maturity The extent to which an organization routinely performs the practices required to design, implement, and manage customer experience in a disciplined way. © 2013 Forrester Research, Inc. Reproduction Prohibited High CX maturity Practices are performed systematically Low CX maturity Practices are missing or performed in an ad hoc way © 2013 Forrester Research, Inc. Reproduction Prohibited
  9. 9. © 2013 Forrester Research, Inc. Reproduction Prohibited © 2013 Forrester Research, Inc. Reproduction Prohibited
  10. 10. Differentiate Optimize Repair Elevate © 2013 Forrester Research, Inc. Reproduction Prohibited Differentiate Optimize Repair Elevate © 2013 Forrester Research, Inc. Reproduction Prohibited
  11. 11. Stop the avalanche of bad customer experiences © 2013 Forrester Research, Inc. Reproduction Prohibited Repair: Key Practices › Identify experience problems › Prioritize fixes › Coordinate implementation › Measure results © 2013 Forrester Research, Inc. Reproduction Prohibited
  12. 12. Identify Problems Measure Results Prioritize Fixes Coordinate Implementation © 2013 Forrester Research, Inc. Reproduction Prohibited “Most Highly Regarded Service Company” © 2013 Forrester Research, Inc. Reproduction Prohibited
  13. 13. © 2013 Forrester Research, Inc. Reproduction Prohibited “Calls are generated by mistakes in other parts of the organization, from finance to IT to marketing . . . Radu Ciocan Former VP, Head of Customer Service Operations Deutsche Telekom © 2012 Forrester Research, Inc. Reproduction Prohibited
  14. 14. “Calls are generated by mistakes in other parts of the organization, from finance to IT to marketing . . . you can solve the problem and be very nice about that but that won’t make the customer want to renew . . . Radu Ciocan Former VP, Head of Customer Service Operations Deutsche Telekom © 2012 Forrester Research, Inc. Reproduction Prohibited “Calls are generated by mistakes in other parts of the organization, from finance to IT to marketing . . . you can solve the problem and be very nice about that but that won’t make the customer want to renew . . . you should instead get him the right bill.” Radu Ciocan Former VP, Head of Customer Service Operations Deutsche Telekom © 2012 Forrester Research, Inc. Reproduction Prohibited
  15. 15. 10 – 15% reduction in costs Tens of millions of Euros © 2013 Forrester Research, Inc. Reproduction Prohibited © 2013 Forrester Research, Inc. Reproduction Prohibited
  16. 16. Differentiate Optimize Repair Elevate © 2013 Forrester Research, Inc. Reproduction Prohibited Make good CX behavior the norm © 2013 Forrester Research, Inc. Reproduction Prohibited
  17. 17. Elevate: Key Practices › Screen candidates for customer-centric values › Assign specific CX behaviors to each role › Measure customer experience consistently › Reward good behavior across the enterprise © 2013 Forrester Research, Inc. Reproduction Prohibited © 2013 Forrester Research, Inc. Reproduction Prohibited
  18. 18. Core Candidate Behaviors › Passion › Clear Talking › Team Working © 2013 Forrester Research, Inc. Reproduction Prohibited © 2013 Forrester Research, Inc. Reproduction Prohibited
  19. 19. “The Pret Way” “Don’t want to see” “Want to see” “Pret perfect!” © 2013 Forrester Research, Inc. Reproduction Prohibited
  20. 20. € 1 per hour worked € 50 bonus © 2013 Forrester Research, Inc. Reproduction Prohibited +17% sales +17% profit 50 new stores 1,000 new staff © 2013 Forrester Research, Inc. Reproduction Prohibited
  21. 21. Differentiate Optimize Repair Elevate © 2013 Forrester Research, Inc. Reproduction Prohibited A more sophisticated customer experience toolkit © 2013 Forrester Research, Inc. Reproduction Prohibited
  22. 22. Optimize: Key Practices › Conduct observational research in the customer’s natural environment › Build strong experience design practices › Model the relationship between CX quality and business results © 2013 Forrester Research, Inc. Reproduction Prohibited © 2013 Forrester Research, Inc. Reproduction Prohibited
  23. 23. Let personality shine Provide options Help guests feel comfortable in public spaces © 2013 Forrester Research, Inc. Reproduction Prohibited © 2013 Forrester Research, Inc. Reproduction Prohibited
  24. 24. © 2013 Forrester Research, Inc. Reproduction Prohibited
  25. 25. Improved guest satisfaction & revenue per room Doubled food & beverage sales per occupied room in the first 3 years Renovated nearly 90% of properties © 2013 Forrester Research, Inc. Reproduction Prohibited
  26. 26. Differentiate Optimize Repair Elevate © 2013 Forrester Research, Inc. Reproduction Prohibited Catapult you to the top © 2013 Forrester Research, Inc. Reproduction Prohibited
  27. 27. Differentiate: Key Practices › Re-frame customer problems › Reveal unmet customer needs › Re-think the entire CX ecosystem © 2013 Forrester Research, Inc. Reproduction Prohibited
  28. 28. “refreshed”
  29. 29. 17.4% revenue increase over ‘11-’12 16% increase in passengers flown 25 consecutive years of profitability
  30. 30. Recommendations › Show them the way © 2013 Forrester Research, Inc. Reproduction Prohibited
  31. 31. Recommendations › Show them the way › Locate yourself on the map © 2013 Forrester Research, Inc. Reproduction Prohibited © 2013 Forrester Research, Inc. Reproduction Prohibited
  32. 32. Recommendations › Explain the path › Locate yourself on the map › Secure your current position © 2013 Forrester Research, Inc. Reproduction Prohibited
  33. 33. Customer Experience Maturity The extent to which an organization routinely performs the practices required to design, implement, and manage customer experience in a disciplined way. © 2013 Forrester Research, Inc. Reproduction Prohibited Recommendations › Explain the path › Locate yourself on the map › Secure your current position › Plan the next phase of the climb © 2013 Forrester Research, Inc. Reproduction Prohibited
  34. 34. © 2013 Forrester Research, Inc. Reproduction Prohibited
  35. 35. © 2013 Forrester Research, Inc. Reproduction Prohibited
  36. 36. Thank you Moira Dorsey +1 617.613.6230 mdorsey@forrester.com blogs.forrester.com/moira_dorsey
  37. 37. Presentation & Relevant Report Are Exclusively Available For Download Visit forrester.quickmobile.com or Download the Forrester Events mobile app. Files are listed under Documents. Needs to be updated. Login credentials found on the back of Forum badge. © 2013 Forrester Research, Inc. Reproduction Prohibited Forrester’s Forum For Customer Experience Professionals BOOST YOUR CUSTOMER EXPERIENCE TO THE NEXT LEVEL

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