This document discusses integrating customer analytics into a business. It outlines a 5-step process for developing a sustainable customer experience (CX) program, including assessing the current experience, creating a CX strategy, developing quick wins, embedding CX processes, and achieving world-class benchmarks. It provides examples of journey mapping to identify pain points and prioritize actions. Quick wins should be customer-focused, impactful, and simple, and progress should be regularly reported and recognized. Developing a steering team, communicating progress, and sharing outcomes with customers are key to delivering on quick win goals.

1. Integrating
Customer
Analytics into
your Business
Kerri K. Nelson
CEO / President
CustomersFirst Now

2. Kerri K. Nelson
CEO / President
25 years in the Information / Analytics industry
10 years leading Customer Experience programs for
multi-billion dollar, global companies

3. CFN knows how to lead successful CX programs to drive
business results based on over 20 years experience
3
“We were able to absorb huge change in our company by implementing an
integrated and impactful Customers First process. This approach placed
customers at the center of our culture”.
Why
CFN?
Grow revenue organically through higher
information usage by end users
Scale customer operations globally to
support double-digit revenue growth
Integrate acquisitions to create a
consistent and best in class customer
experience
• Products
• Processes
• Systems
Integrated, action-oriented and closed
loop Customers First survey process
Standardized customer-facing processes
globally with impactful “outside-in”
operational metrics
Ongoing linkage and analytics of
operational to “delight” to financial
performance
Targeted Customers First training
program for all colleagues
Revenue: $844M to $1.8B
EBITDA Margins: 24% to 35%
Customer Delight: 48% to 72%
Colleague Engagement: 58% to 81%
55 to 3 Customer Care locations
Business Challenges Solution Business Results
– Jerre Stead, CEO & Chairman
IHS, Inc.

4. We developed a 5-step process that we know creates and deliver
a sustainable CX program
Explore1
Best Practice
Assessment
Journey Mapping
Statement of CX
Intent
Assess today’s
experience and
processes; define
strategic CX goals
SOLUTIONSFRAMEWORK
2Engage
CX Strategy
Measures Framework
CX Communication
Create framework
for change; prepare
people and
processes
Embark3
Customer-Centric
Quick Wins
Organization & Colleague
Engagement
CX Training and
Development
Develop quick wins,
leverage insights,
enhance experience
Embed4
Reward and
Recognition
Performance
Management
Enhance processes;
use insight to guide
change
5 Excel
World-Class
Benchmarks
CX ROI
CX Redesign
Deploy best
practices, reinforce
culture, analyze
impact
4

5. Today, we are going to share with you two CX solutions that can
jump start your CX program
Explore1
Best Practice
Assessment
Journey Mapping
Statement of CX
Intent
Assess today’s
experience and
processes; define
strategic CX goals
SOLUTIONSFRAMEWORK
Journey Map
5

6. 6
There are three key views of a Journey Map, the first is
functional ownership
Spine
Touchpoints
Functional
Owners

7. The second is the emotional elements of the journey
7
Increase Value /
Commitment
Manage Exit /
Return
Deliver The PromiseEarly
Engagement
Inspire To Purchase
Aware
I am becoming aware of
what Company X can offer
and what the company
represents
Interest
I want to find out more
about how to become a
distributor and what the
relationship can do for me
and my customers
Onboard
I choose to do business with
you and need to be set up
properly and understand how
we will do business together
going forward
Quote
I need to understand what
conditions we can agree to
in order to determine if I
will place my order with
Company X
Order
I believe you are the best
provider to meet my needs
and wish to provide you the
details of my order request
Receive
I want to receive my products
based on the criteria we
agreed upon when I placed my
order.
Concern
I want you to understand
the impact of a problem on
my business, and to feel
good about how it is resolved
Use
I want to be able to find
timely, relevant information
in the way I chose. I want to
ensure relevant information
is maintained
Recommit
I need to have had a good
experience with Company
X to date and also see
value in continuing the
relationship
Deepen
I feel Company X has
looked after me well, and
my business can get
greater value from further
dealings with them
Tech Support
I want my technical issues and
those of my customers to be
dealt with efficiently with
minimal impact to my and my
customers' business
Leave / Return
I want to leave MacLean
without fuss, on good
terms, and with all
obligations met. I want to
be recognized as a past
customer of yours
.

8. Finally and most importantly, journey maps pull out key
moments of truth and pain points
8
MOT
Pain Point
Both

9. Once you understand the key themes to address… then you
have to decide how to prioritize your actions internally
4
Key
Moment of Truth and Pain Point
Pain Point
Moment of Truth
2. On Boarding
1. Setting
Expectations
3. Issue Resolution
4. Self Help

10. It is critical that you prioritize based on what financial objectives
are important to your company
Opportunity areas by impact
Cancellation % Impact
1. Issue Resolution: Asking for help via phone
2. Setting Expectations: Matching business need
with solution
3. Onboarding: Learning how to use solution
4. Self Help: Seeking help online
0 5 10 15 20 25
Self Help
Onboarding
Setting Expectations
Issue Resolution
%
23%
20%
9%
2%
10

11. Once you really understand and have prioritized top pain
points, it is time to get to work
Explore1
Best Practice
Assessment
Journey Mapping
Statement of CX
Intent
Assess today’s
experience and
processes; define
strategic CX goals
SOLUTIONSFRAMEWORK
2Engage
CX Strategy
Measures Framework
CX Communication
Create framework
for change; prepare
people and
processes
Embark3
Customer-Centric
Quick Wins
Organization & Colleague
Engagement
CX Training and
Development
Develop quick wins,
leverage insights,
enhance experience
Quick Wins
11

12. • Pick areas that can be impacted in a 90 day period
• Assign “high will” owners accountable for metrics
• Report progress frequently
To build a Quick Win approach, keep it customer-focused,
impactful and simple
12
Customer-Focused
Impactful
Simple
• Leverage best-in-class goals
• Select from your customer pain points and moments of truth
• Use 8-10 Metrics only
• Use Green and Red to measure progress

13. Here is an example of a Quick Win Scorecard
13
 In this scorecard metrics are presented in a way to easily compare them to goals set around
customer expectations
 Users also see historical trends for the key performance metrics
 Flexibility is built into the Scorecard so metrics can be modified or changed based on correlation to
the customer delight score
Current period Previous periods
Customer Delight Score
Goal Q3 ’15 Trend Q2 ’15 Q1 ’15 Q4 ’14 - - -
53 53 48 48 48
- - -
Moment of truth metrics Baseline Goal July ‘15
Trend over
previous period June ’15 May ’15 April ’15 Mar ’15 Feb ’15 Jan ’15
Product Availability (uptime) 99.95% 99.99% 99.96% 99.80% 99.99% 99.99% 99.96% 99.50% 99.80%
First contact resolution (FCR) 55% 70% 71% 73% 72% 70% 58% 53% 72%
#of data quality issues 300 <100 315 98 280 346 274 315 370
Sales Customer SAT 70% 85% 87% 88% 90% 84% 85% 83% 88%
# of billing disputes 1,000 <50 46 51 55 52 60 56 55
13

14. 1. Create a Steering Team to review progress, provide feedback and support actions to deliver
goals
2. Communicate progress monthly to all team members – great way to demonstrate your
company’s focus on your customers
3. Integrate Quick Win metrics is other company scorecards where possible – should not feel
like a “special project” or “initiative”
4. Recognize outstanding performances along the way
5. Share progress with customers on a quarterly basis – “here is what we heard and here is what
we are doing”
Top 5 actions to deliver on your Quick Win approach
14

15. Key takeaways from today
 Know what your customers’ are saying and doing based on the experience
you provide them today
 Demonstrate a sense of urgency in acting on your customers’ perceptions with
a clear and impactful Quick Win approach
 Communicate, communicate, communicate
15

16. Q&A

17. Thank You!