The document discusses transforming the role of CX practitioners from administrators focused on process to evangelists focused on driving organizational transformation through customer experience improvement. It notes that most CX teams are small and focused on process rather than action. The role of the CX evangelist is described as facilitating cross-functional accountability through a CX council, guiding analysis and action planning on focus areas, promoting wins, and teaching every employee their role in CX to create a culture of action. Case studies show the impact of facilitated initiatives and communicating the CX mission to employees and customers. The presentation advocates spending less than 25% of time on processes like surveys and dashboards and more on driving action and transformation.

1. Attention CX
Practitioners:
It’s Time to
Transform Your Role
Convergys Webinar Series | 2018

2. Today’s Speakers
Bruce Temkin
Managing Partner
and CX Transformist
Jackie Potts
VOC Product Manager
Convergys Analytics
guest speaker

3. Copyright ©2018 Temkin Group. All rights reserved.
Voice of customer programs deliver value…
How large
orgs rate
their VoC
programs
Source: Temkin Group report, State of VoC Programs, 2017

4. Copyright ©2018 Temkin Group. All rights reserved.
… but they are in very early stages of maturity
Source: Temkin Group report, State of VoC Programs, 2017

5. Copyright ©2018 Temkin Group. All rights reserved.
Soliciting feedback gets highest marks
Source: Temkin Group report, State of VoC Programs, 2017
Large orgs rate these areas of their VoC program as being “strong”
Copyright ©2018 Temkin Group. All rights reserved.
Soliciting feedback gets highest marks
Source: Temkin Group report, State of VoC Programs, 2017
Large orgs rate these areas of their VoC program as being “strong”

6. Copyright ©2018 Temkin Group. All rights reserved.
13%
22%
21%
20%
25%
33%
20%
40%
48%
49%
45%
45%
Multiple choice surveys of customers
Content of contact center interactions
Social media conversations
Front-line employee feedback
Open-ended verbatims from customers
Customer interaction history
Significantly MORE Somewhat MORE
How much MORE or LESS IMPORTANT do you think these sources of customer
insights will be to your VoC program in the future?
Source: Temkin Group report, State of VoC Programs, 2017
More multiple choice surveys is not the answer

7. Copyright ©2018 Temkin Group. All rights reserved.
The key problem…
Source: Temkin Group report, State of VoC Programs, 2017
Large orgs rate these areas of their VoC program as being “strong”

8. Copyright ©2018 Temkin Group. All rights reserved.
The key problem… No Action
Source: Temkin Group report, State of VoC Programs, 2017
Large orgs rate these areas of their VoC program as being “strong”

9. Copyright ©2018 Temkin Group. All rights reserved.
Insights should drive four action loops
Immediate
Response
Corrective
Action
Continuous
Improvement
Strategic
Change

10. Copyright ©2018 Temkin Group. All rights reserved.
Insights should drive four action loops
Immediate
Response
Corrective
Action
Continuous
Improvement
Strategic
Change
Reach out to customer(s) who
have experienced the problem
Fix the problem so no one else
has to experience it.
Develop mindset & processes to
ensure that problem doesn’t reoccur
Invest in approaches that ensure
great experiences

11. Copyright ©2018 Temkin Group. All rights reserved.
VoC programs need to be action-oriented
Immediate
Response
Corrective
Action
Continuous
Improvement
Strategic
Change
VoC Program
Design

12. Copyright ©2018 Temkin Group. All rights reserved.
VoC’s action-oriented future…
Predictive Analytics,
Text Analytics, NLP,
Speech Analytics, &
Machine Learning
Intelligence
Engine
Customer
Feedback
Customer
History
Real-time
Interactions
CUSTOMERS

13. Copyright ©2018 Temkin Group. All rights reserved.
VoC’s action-oriented future…
Predictive Analytics,
Text Analytics, NLP,
Speech Analytics, &
Machine Learning
Intelligence
Engine
Customer
Feedback
Customer
History
Real-time
Interactions
Assistance
Engine
Employee
Feedback
Employee
History
Real-time
Interactions
CUSTOMERS
EMPLOYEES

14. Copyright ©2018 Temkin Group. All rights reserved.
VoC’s action-oriented future…
Intelligence
Engine
Customer
Feedback
Customer
History
Real-time
Interactions
Assistance
Engine
Employee
Feedback
Employee
History
Real-time
Interactions
CUSTOMERS
EMPLOYEES
 Deeper understanding of
employees and their actions
 Data and analysis for the
purpose of improving
decisions
 Answers to questions, not
dashboards and drill downs
Predictive Analytics,
Text Analytics, NLP,
Speech Analytics, &
Machine Learning

15. © 2018 Convergys Corporation. All rights reserved.
Convergys Confidential and Proprietary
It’s time to elevate your role.

16. © 2018 Convergys Corporation. All rights reserved.
Convergys Confidential and Proprietary
Re-focus your efforts
“The Administrator” “The Evangelist”
P R O C E S S
The average size of a
CX team is 6-10.*
Small teams focused
on process can’t
drive transformation.
A C T I O N
* Source: Temkin Group

17. © 2018 Convergys Corporation. All rights reserved.
Convergys Confidential and Proprietary
CXCOUNCIL
A L I G N S
council members
F A C I L I T A T E S
meetings
D E V E L O P S
action principles
Scale the troops
The Evangelist creates cross-functional accountability.1

18. © 2018 Convergys Corporation. All rights reserved.
Convergys Confidential and Proprietary
FOCUSAREAS
G U I D E S
analysis & action planning
M O N I T O R S
implementation & results
P R O M O T E S
wins
Champion change
The Evangelist facilitates improvement initiatives.2

19. © 2018 Convergys Corporation. All rights reserved.
Convergys Confidential and Proprietary
COMMUNICATIONS
Facilitating continuous
improvement initiatives
is well worth your
team’s time.
Implemented
84 INITIATIVES
$14.5M
Open
84 INITIATIVES
$7.05M
In Progress
16 INITIATIVES
$10.3M
10X ROI IN ONE YEAR
C U S T O M E R S T O R Y
initiatives encompass
journey
design
policies &
processes
communication
strategies
channel
shaping
treatment
strategies
product
design

20. © 2018 Convergys Corporation. All rights reserved.
Convergys Confidential and Proprietary
CX
Alerts
Team
Huddle
1:1
Coaching
Employee
Recognition
Shift
Close
Bring CX to life
The Evangelist teaches every employee their role.3

21. © 2018 Convergys Corporation. All rights reserved.
Convergys Confidential and Proprietary
Teaching employees
their role in CX
creates a culture of
action vs. score-
watching.
C U S T O M E R S T O R Y
A TALE OF 2 COMPANIES

22. © 2018 Convergys Corporation. All rights reserved.
Convergys Confidential and Proprietary
C L O S E D L O O P
1:1, 1:many
M A R K E T I N G
Communications, advertising, “storytelling”
P E R K S
Career opportunity, rewards
Communicate the mission
Show employees and customers that CX is more than lip service.4

23. © 2018 Convergys Corporation. All rights reserved.
Convergys Confidential and Proprietary
Ask yourself:
 Survey design
 Survey programming
 Sampling strategies
 Sample programming
How much time do you spend each week on PROCESS?
 Dashboard design
 Dashboard training
 User administration
 Root-cause analysis
 Data management
 Insight distribution
 Timeline management
 Quality control
Is it more than 25%?

24. 24
© 2016 Convergys Corporation. All rights reserved.
Convergys Confidential and Proprietary
Questions?
Jackie Potts
VOC Product Manager
Convergys Analytics
Jacqueline.Potts@convergys.com
Bruce Temkin
Managing Partner and
CX Transformist
Bruce@Temkingroup.com
Coming up:
July 11: Smart Customer Service That
Wows Customers
Convergys on-demand webinars:
How to Make Sure Your Survey Experience
Is a Good Customer Experience
Guest speaker: Faith Adams, Forrester Research
Research Insights on Shifting Digital
Behaviors and Expectations
John Georgesen PhD, Convergys Analytics
www.convergys.com/voc