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UX STRAT Europe, Sarah Oey and Tim Loo, “Turning CX Strategy into CX Reality at Shell”

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UX STRAT Europe 2016 presentation by Sarah Oey, Head of Commercial Fleet Marketing, Shell and Tim Loo, Strategy and Planning Practice Lead, Foolproof

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UX STRAT Europe, Sarah Oey and Tim Loo, “Turning CX Strategy into CX Reality at Shell”

  1. 1. Tim Loo Foolproof Turning CX Strategy into CX Reality at Shell UX STRAT Amsterdam, June 2016 Sarah Oey Shell Commercial Fleet +
  2. 2. @timothyloo #uxstrat
  3. 3. the strategist’s continuum being clever making stuff happen
  4. 4. being clever making stuff happen strategy frameworks methodology & toolkit “hard” UX skills managing politics creating internal advocacy standards & guidelines business cases KPIs & dashboards target operating model change management organisational design compensation & incentives programme office
  5. 5. Tim Loo Foolproof Sarah Oey Shell Commercial Fleet + being clever making stuff happen
  6. 6. @timothyloo #uxstrat A little bit about Shell Commercial Fleet
  7. 7. @timothyloo #uxstrat
  8. 8. @timothyloo #uxstrat
  9. 9. @timothyloo #uxstrat
  10. 10. @timothyloo #uxstrat Our business problem
  11. 11. @timothyloo #uxstrat COMMERCIAL FLEET: CUSTOMER SATISFACTION INDEX (CSI) 2013 2014 2015 2016
  12. 12. @timothyloo #uxstrat COMMERCIAL FLEET: THE VALUE OF CX Detractors Passive Promoters Profit per customer
  13. 13. @timothyloo #uxstrat Let’s create a CX strategy
  14. 14. Shell Commercial Fleet CONFIDENTIAL 15 COMMERCIAL FLEET CUSTOMER EXPERIENCE DEFINING SUPERIOR CUSTOMER EXPERIENCE MARCH 2015
  15. 15. Shell Commercial Fleet CONFIDENTIAL 16 March 2015 The evidence is clear: our Commercial Fleet customer experience, either creates value or destroys value in terms of customer margin, volume & tenure. And it makes a big difference for our own satisfaction, motivation and pride in our commercial offering. In 2015, we need to commit to and create real change in the way we think about and deliver customer experience TRANSFORMING OUR CUSTOMER EXPERIENCE
  16. 16. Shell Commercial Fleet CONFIDENTIAL 17 March 2015 UNDERSTAND THE CURRENT STATE AGREE OUR INTENT FOCUS OUR EFFORTS MAKE IT HAPPEN 1 2 3 4 UNDERSTAND THE CURRENT STATE AGREE OUR INTENT FOCUS OUR EFFORT MAKE IT HAPPEN CUSTOMER EXPERIENCE: A DIFFERENT APPROACH
  17. 17. Shell Commercial Fleet CONFIDENTIAL CF CUSTOMER EXPERIENCE PLANNING PROCESS 18 March 2015 UNDERSTAND THE CURRENT STATE §  Who are the key people & roles in our customer organisations? §  What’s the reality for customers today and how do they feel? §  Where is customer value being created and where is it being destroyed by our customer experience? AGREE OUR INTENT FOCUS OUR EFFORTS MAKE IT HAPPEN §  What do we and our customers want our customer experience to be? §  What is our shared language to describe our intended customer experience as customer outcomes? §  How should we communicate this to our team and partners? §  Where do we need to focus now? §  How will we review & realign our priorities and activities to create impact where it’s needed most? §  What do we stop doing to create the right resource allocation and focus? §  How will we communicate differently and deliver service solutions which actually work better for customers? §  How can engage customers in the process? §  What will be our new measures of success? 1 2 3 4 UNDERSTAND THE CURRENT STATE AGREE OUR INTENT FOCUS OUR EFFORT MAKE IT HAPPEN
  18. 18. Shell Commercial Fleet CONFIDENTIAL 19 March 2015
  19. 19. Shell Commercial Fleet CONFIDENTIAL 20 March 2015
  20. 20. Shell Commercial Fleet CONFIDENTIAL 21 March 2015
  21. 21. Shell Commercial Fleet CONFIDENTIAL ENGAGING CUSTOMERS & THE FRONTLINE 22 March 2015 UNDERSTAND THE CURRENT STATE AGREE OUR INTENT FOCUS OUR EFFORTS MAKE IT HAPPEN 1 2 3 4 UNDERSTAND THE CURRENT STATE UNDERSTAND THE CURRENT STATE A. CUSTOMER RESEARCH WITH PLATINUM CUSTOMERS (2014-15) - The Decision Maker, The Manager, The Assistant, The Finance Controller, The Driver B. CUSTOMER JOURNEY MAPPING WITH THE FRONTLINE (FEB 2015) C. QUANTITATIVE ANALYSIS OF NPS, CSI & CUSTOMER VALUE Hong Kong London Warsaw CUSTOMER PERSONAS CUSTOMER JOURNEY MAPS CF NPS ANALYSIS
  22. 22. Shell Commercial Fleet CONFIDENTIAL ALIGNING & FOCUSSING THE LEADERSHIP TEAM 23 March 2015 UNDERSTAND THE CURRENT STATE AGREE OUR INTENT FOCUS OUR EFFORTS MAKE IT HAPPEN 1 2 3 4 UNDERSTAND THE CURRENT STATE AGREE OUR INTENT CFLT CUSTOMER EXPERIENCE SESSION (6 MARCH 2015, WOKEFIELD PARK) WALKING THROUGH THE CUSTOMER REALITY AND THE IMPACT ON THE CUSTOMER AND SHELL STARTING TO USE CUSTOMER LANGUAGE TO DESCRIBE OUR TARGET CUSTOMER OUTCOMES BEING SPECIFIC ABOUT WHAT WE NEED TO BE FOR OUR CUSTOMERS AND OUR INITIAL PRIORITIES FOCUS OUR EFFORTS FOCUS OUR EFFORT
  23. 23. Shell Commercial Fleet CONFIDENTIAL 24 March 2015
  24. 24. Shell Commercial Fleet CONFIDENTIAL 25 March 2015
  25. 25. Shell Commercial Fleet CONFIDENTIAL MAKING IT HAPPEN: OUR PRINCIPLES 26 March 2015 UNDERSTAND THE CURRENT STATE AGREE OUR INTENT FOCUS OUR EFFORTS MAKE IT HAPPEN 1 2 3 4 UNDERSTAND THE CURRENT STATE AGREE OUR INTENT AGREE OUR INTENT FOCUS OUR EFFORTS MAKE IT HAPPEN CREATE OUTCOMES (NOT JUST OUTPUTS) We will focus on customer needs and actually achieving outcomes (not just delivering outputs). This means engaging & testing with customers through the solution design process. EXPECTATIONS + WHAT ACTUALLY HAPPENS Customer experience is the result of how well the service experience we deliver meets expectation. We will use both the levers of customer communication and service design to achieve our outcomes. CONTINUOUS IMPROVEMENT (THE 1-3-1-3 PLAN) We need show immediate and continuous improvement (customer experience is an ongoing promise not just a project). “What can we do in 1 month, 3 months, 1 year, 3 years?” WHAT WILL BE DIFFERENT ABOUT OUR APPROACH?
  26. 26. @timothyloo #uxstrat So we had a vision & a plan
  27. 27. @timothyloo #uxstrat Making it happen
  28. 28. @timothyloo #uxstrat 5 lessons
  29. 29. @timothyloo #uxstrat 1. KNOWING & CARING ABOUT THE CUSTOMER Shareable, visualised insight is critical in creating understanding & empathy
  30. 30. @timothyloo #uxstrat 2. MAKE COMMITMENTS & KEEP DISCIPLINED Focus on a few things (and stay focussed)
  31. 31. @timothyloo #uxstrat 3. NUMBERS Keep connecting CX & business value
  32. 32. @timothyloo #uxstrat 4. ENCOURAGE NEW RITUALS, HABITS & INSTINCTS This is not a project
  33. 33. @timothyloo #uxstrat 5. COMMUNICATE, ENGAGE & EMPOWER Let it go, let it grow
  34. 34. @timothyloo #uxstrat Results so far
  35. 35. @timothyloo #uxstrat COMMERCIAL FLEET: CUSTOMER SATISFACTION INDEX (CSI) 2013 2014 2015 2016
  36. 36. @timothyloo #uxstrat COMMERCIAL FLEET: CUSTOMER SATISFACTION INDEX (CSI) 2013 2014 2015 2016
  37. 37. @timothyloo #uxstrat thank you
  38. 38. Tim tim.loo@foolproof.co.uk @timothyloo Sarah sarah.oey@shell.com +

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