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Mastering the 4 Customer Experience Competencies

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Mastering the 4 Customer Experience Competencies

  1. 1. Copyright ©2014 Temkin Group. All rights reserved.
  2. 2. Copyright ©2014 Temkin Group. All rights reserved. HOUSEKEEPING - The  recording  of  today’s  presenta>on  will  be   available  on  cxweek.com - Please  use  the  chat  window  to  submit  ques>ons   throughout  the  webinar  for  Q  &  A  at  the  end - Join  the  conversa>on  on  TwiMer  by  twee>ng   @Qualtrics  using  #cxweek
  3. 3. Mastering the 4 Customer Experience (CX) Competencies CX week Presented By Qualtrics Bruce  Temkin,  CCXP   CX  Transformist  &  Managing  Partner   Temkin  Group     May  2015  
  4. 4. Copyright ©2014 Temkin Group. All rights reserved. The core insight… “Do what you do so well that they will want to see it again and bring their friends.” - Walt Disney
  5. 5. Copyright ©2014 Temkin Group. All rights reserved. What is customer experience? The perception that customers have of their interactions with an organization
  6. 6. Copyright ©2014 Temkin Group. All rights reserved. What is customer experience? Emotion Customer    Experience   Degree to which customers can accomplish their goals The difficulty or ease in accomplishing their goals How the interaction makes the customer feel The perception that customers have of their interactions with an organization
  7. 7. Copyright ©2014 Temkin Group. All rights reserved. 80%60% 70% Very Poor Poor Okay Good Excellent 50% Supermarket Chains Banks Health Plans Airlines Parcel Delivery Services Credit Card Issuers Major Appliances Retailers Insurance Carriers Hotels Utilities Industry AverageLow Score High Score Fast Food Chains Auto Dealers Software Firms Wireless Carriers TV Service Providers Rental Car Agencies Investment Firms Computer & Tablet Makers Internet Service Providers 39% 2015 Temkin Experience Ratings 293 companies across 20 industries based on a survey of 10,000 U.S. consumers www.TemkinRatings.com
  8. 8. Copyright ©2014 Temkin Group. All rights reserved. Four CX core competencies Customer-­‐Centricity   Purposeful   Leadership   Customer-­‐ Connectedness   Employee   Engagement   Compelling   Brand  Values  
  9. 9. Copyright ©2014 Temkin Group. All rights reserved. Purposeful Leadership Do  your  leaders  operate  consistently   with  a  clear,  well-­‐ar5culated  set  of   values?  
  10. 10. Copyright ©2014 Temkin Group. All rights reserved. Purposeful leadership lessons… “Everyone on the team must focus on the same goal. It’s my job to effectively communicate those goals to the team; emphasize those goals every day; and understand that although everyone has a common goal, individuals also have goals, needs, and dreams that must be cared for.” … from Roy Williams, coach of UNC men’s basketball team
  11. 11. Copyright ©2014 Temkin Group. All rights reserved. Purposeful leadership lessons… … from Roy Williams, coach of UNC men’s basketball team “Everyone on the team must focus on the same goal. It’s my job to effectively communicate those goals to the team; emphasize those goals every day; and understand that although everyone has a common goal, individuals also have goals, needs, and dreams that must be cared for.”
  12. 12. Copyright ©2014 Temkin Group. All rights reserved. And you can’t fake it Corey Booker, U.S. Senator from New Jersey “My mom used to say that who you are speaks so loudly that I can’t hear what you say.”
  13. 13. Copyright ©2014 Temkin Group. All rights reserved. Compelling Brand Values Are  your  brand  a;ributes  driving   decisions  about  how  you  treat   customers?  
  14. 14. Copyright ©2014 Temkin Group. All rights reserved. A comment about brands “Customers must recognize that you stand for something.” -Howard Shultz, Founder of Starbucks and employees - Edited by Bruce Temkin
  15. 15. Copyright ©2014 Temkin Group. All rights reserved. Make promises Embrace promises Keep promises How you build a “real” brand…
  16. 16. Copyright ©2014 Temkin Group. All rights reserved. Delivering “The Safelite Advantage®” Field Technician Five T’s: •  Time: Call customers in advance to notify them of arrival •  Touch: Shake hands, make eye contact, and engage the customer •  Technical excellence: Doing it right the first time, every time •  Talk: Tell the customer what we’re going to do and do it •  Thanks: Show appreciation for choosing Safelite
  17. 17. Copyright ©2014 Temkin Group. All rights reserved. Employee Engagement Are  employees  fully  commi;ed     to  the  goals  of  your     organiza5on?  
  18. 18. Copyright ©2014 Temkin Group. All rights reserved. Engaged employees are an asset Base: 5,317 U.S. consumers employed in for-profit organizations Source: Employee Engagement Benchmark Study, 2014 Make a recommendation about an improvement that can be made in your company Do something that is good for your company even if it is not expected of you Highly Engaged Disengaged 50% 17% 78% 24% Employees that are likely to do these things…
  19. 19. Copyright ©2014 Temkin Group. All rights reserved. CX leaders have more engaged employees 31% 69% Highly/ moderately engaged employees Less engaged employees 74% 26% CX worse than competitors CX significantly better than competitors Base: 5,317 U.S. consumers employed in for-profit organizations Source: Employee Engagement Benchmark Study, 2014 Almost 2.5x as many engaged employees
  20. 20. Copyright ©2014 Temkin Group. All rights reserved. Employee engagement virtuous cycle Great   Customer   Experience   Engaged   Employees   Loyal   Customers   Strong   Financial   Results   Lower   Employee   Turnover   Prouder   Employees   Investment  In   Employees  
  21. 21. Copyright ©2014 Temkin Group. All rights reserved. The Five I’s of Employee Engagement •  Provide employees the information they need to understand what’s expected Inform •  Connect employees to the company’s vision and valuesInspire •  Support employees with training, coaching, and feedbackInstruct •  Take action with employees to improve processes and solve problems Involve •  Deploy appropriate systems to measure, reward, and reinforce desired behaviors Incent
  22. 22. Copyright ©2014 Temkin Group. All rights reserved. Customer Connectedness Is  customer  feedback  and  insight   integrated  throughout  your   organiza5on?  
  23. 23. Copyright ©2014 Temkin Group. All rights reserved. Using customer insights to fuel an ongoing factory of customer-insightful decisions 6 D’s of a Voice of the customer program Detect Disseminate Diagnose Discuss Design Deploy
  24. 24. Copyright ©2014 Temkin Group. All rights reserved. Intuit’s closed loop system (CLS) •  Close the loop in a timely manner •  Ensure that the CLS is a delightful experience •  Only survey if you can close the loop •  Leaders closest to the process should follow up •  Gaming the system is unacceptable •  All new offerings must have a clearly defined CLS prior to launch
  25. 25. Copyright ©2014 Temkin Group. All rights reserved. When a USAA member calls in to change an address…
  26. 26. Copyright ©2014 Temkin Group. All rights reserved. When a USAA member calls in to change an address… •  Are you going on active duty? •  If yes, then… –  Do you want to put your auto insurance on hold? –  Have you executed a power of attorney? –  Have you executed a healthcare proxy? –  Do you have enough life insurance?
  27. 27. Copyright ©2014 Temkin Group. All rights reserved. Focus on all four CX core competencies Purposeful Leadership Do your leaders operate consistently with a clear, well-articulated set of values? Employee Engagement Are employees fully committed to the goals of your organization? Compelling Brand Values Are your brand attributes driving decisions about how you treat customers? Customer- Connectedness Is customer feedback and insight integrated throughout your organization?
  28. 28. Copyright ©2014 Temkin Group. All rights reserved. Don’t forget… “Do what you do so well that they will want to see it again and bring their friends.” - Walt Disney
  29. 29. Copyright ©2014 Temkin Group. All rights reserved. Thank you! Bruce Temkin, CCXP CX Transformist & Managing Director Temkin Group www.temkingroup.com Blog: ExperienceMatters.wordpress.com Email: bruce@temkingroup.com Twitter: @btemkin
  30. 30. Copyright ©2014 Temkin Group. All rights reserved. Q  &  A

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