How to make cx everyone's job webinar presentation deck

1. Webinar
30 June 2020
How to make CX
everyone’s job

2. Faith Adams
Senior Analyst
Presenters
Dan Moross
Director of CX

3. What we will
cover today
Overview01
CX
Challenges
02
Extracting
Insights
03 MOO case
study
04
Summary +
Live Q&A
05

4. Overview

5. CX still isn’t great, and it is only improving a little

6. CX Challenges

11. Get To The Insights That
Deliver Impact

13. Companies must bring together
disparate feedback sources
Why?
Drive systemic changes.
Improve CX at scale.
Reduce costs and risk.
Deliver business outcomes.
The unified view delivers more punch than
siloed views.

14. Don’t let your organizational
structure get in the way
How?
Understand stakeholder wants, needs, current approaches, and goals.
Inventory and assess the technology landscape (including contract terms, etc.).
Assess the work being done against advanced & mature organizations.
It starts with understanding.

15. One way is to start with information
that’s already being collected
Why? Because customer service...
Plays a key role in CX & can be more than a cost center.
Has massive amounts of data about the CX you deliver.
Plays a role in closing the customer feedback loop.
Make contact center data a focal point given
the value of what’s already there.

16. Tap into the power of people to
drive engagement and action
To continue to evolve and improve CX, companies must:
Connect efforts to C-Suite hot buttons.
Identify internal disruptors and turn them into VoC champions.
Make the most of where support already exists - then expand.
Technology is just one piece of the puzzle - building and
maintaining stakeholder engagement and adoption is critical.

17. Be comfortable - and make others
comfortable with - change
To do this:
Share the data & insights - use storytelling to get other stakeholders on board.
Enable & empower employees.
Don’t be afraid to ask for help.
Continue to assess & adjust what is (or isn’t) working.
Becoming a best-in-class CX program takes time &
requires a willingness to change.

18. A case study.

19. Dan Moross
Director of Customer Experience, MOO
● 1st CS agent
● 14 years at the company
● CX function established in 2015
● Using Chattermill since 2016

20. Role of CX at MOO
Build a culture of
customer centricity
Employee-customer
connection and onboarding
program
Champion customer
insights
Capture, curate and
democratise VOC
Improve the customer
experience
Short-term operational tweaks
and longer term strategic
initiatives

21. Everyone at MOO
owns part of the
customer experience.

22. Saving our Canadian bacon
The problem
● Low Canadian NPS
● Isolated to a specific
delivery method
● Text-analytics
identified root cause
● Cross-referenced with
refund rates, retention
and CS contacts
The solution
● Temporarily reduce
Canadian marketing
and add warning at
checkout
● Collect taxes/fees
upfront, passing on to
carrier
The result
● Average quarterly NPS
up from 42 to 66
● Email marketing
campaign to apologise
to impacted customers
● LTV for Canadian
customers gradually
increased

23. Saving our Canadian bacon

24. Putting the special into special-finishes
The problem
● Low NPS for special
finish business cards
● Very high
reprint/refund rates
● Identified root cause
through operational
reason codes and CS
contacts
The solution
● Introduce more
stringent QC and
increase lead-time
● Improve artwork
guidelines/specs
● Modify machine set-up
to mitigate print issues
The result
● NPS up to +50 and
then +60 in 2017
● Reduced reprints,
refunds and CS
contacts

25. Putting the special into special-finishes

26. Key Takeaways
Things to remember….
Inventory the feedback that is being collected and identify any gaps that need to
be filled
Combine CX analytics with operational and commercial data - build a plan to
connect disparate feedback sources
Empower others and understand stakeholder needs, wants, and goals -
everyone owns part of the customer experience
01
02
03
Don’t wait for the silver bullet, small changes can make a difference - prove the
value of bringing data together across teams and channels
04

27. I’m happy to help,
connect with me.
linkedin.com/in/danmoross
danmoross@gmail.com

28. Questions?

29. webinars@chattermill.com
Thank you for
listening!