Key ingredients for successful cx
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A Keynote Speech and Presentation I gave at the IQPC Customer Experience Mindshare in New Orleans, 2014
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Key ingredients for successful cx
- 1. Key Ingredients For Successful CX The Roles of Design, Creativity, & Ownership in Creating The Customer Experience Loren Moss @CloudCompute809 www.customerexperiencereport.com loren@nextcoastmedia.com https://co.linkedin.com/in/lorenmoss
- 2. Loren Moss @CloudCompute809 www.customerexperiencereport.com loren@nextcoastmedia.com https://co.linkedin.com/in/lorenmoss CX does not—at least it should not, be a discipline limited to: •The Call Center, or •The Design Studio, or •Marketing, or •The Sales Force
- 3. Loren Moss @CloudCompute809 www.customerexperiencereport.com loren@nextcoastmedia.com https://co.linkedin.com/in/lorenmoss CX does not—at least it should not, be a discipline limited to: •The Call Center, or •The Design Studio, or •Marketing, or •The Sales Force Ideally, it is a holistic effort, core to the organization’s DNA, and involves everyone from the CEO to the intern. It involves non-customer facing employees as much as those that work directly with the customers.
- 4. Loren Moss @CloudCompute809 www.customerexperiencereport.com loren@nextcoastmedia.com https://co.linkedin.com/in/lorenmoss CX: “The Way It Was”
- 5. Loren Moss @CloudCompute809 www.customerexperiencereport.com loren@nextcoastmedia.com https://co.linkedin.com/in/lorenmoss A study conducted by Econsultancy and commissioned by Adobe found that those companies placing a high value on design and creativity are most likely to be considered market leaders in customer experience. -and- Those companies that lead in CX (CX Mature) are three times as likely to self-identify as “definitely design driven enterprises. Quarterly Digital Intelligence Briefing “The CX Challenge” – Econsultancy/Adobe
- 6. Loren Moss @CloudCompute809 www.customerexperiencereport.com loren@nextcoastmedia.com https://co.linkedin.com/in/lorenmoss 75% of respondents at “CX mature” companies said that creativity is highly valued, 17% higher than overall respondents. Quarterly Digital Intelligence Briefing “The CX Challenge” – Econsultancy/Adobe "HK The Ritz-Carlton hotel r" by No machine- readable author provided. Kwanyatsw~commonswiki assumed (based on copyright claims). - No machine-readable source provided. Own work assumed (based on copyright claims).. Licensed under CC BY-SA 2.5 via Commons
- 7. Loren Moss @CloudCompute809 www.customerexperiencereport.com loren@nextcoastmedia.com https://co.linkedin.com/in/lorenmoss Respondents at CX mature companies are more than twice as likely to say that responsibility for CX is shared across the whole organization, rather than the responsibility of a particular department. "Picard as Locutus" by picture from DS9: "Emissary". Via Wikipedia - https://en.wikipedia.org/wiki/File:Picard_as_Locutus.jpg#/media/File:Picard_as_Locutus.jpg
- 8. Loren Moss @CloudCompute809 www.customerexperiencereport.com loren@nextcoastmedia.com https://co.linkedin.com/in/lorenmoss •8% of companies see themselves as “very advanced” in CX maturity. •42% view themselves as “quite advanced.” •45% view themselves as “not very advanced.” •5% self-report as “immature.”
- 9. Loren Moss @CloudCompute809 www.customerexperiencereport.com loren@nextcoastmedia.com https://co.linkedin.com/in/lorenmoss Setting Expectations: Key to defining CX!
- 10. Loren Moss @CloudCompute809 www.customerexperiencereport.com loren@nextcoastmedia.com https://co.linkedin.com/in/lorenmoss Mobile: •51% agree mobile CX is increasingly defining their brand. •69% focus on a cross-device, cross platform CX. •35% of companies report they are “quite advanced” when it comes to mobile CX. •6% report being “very advanced.”
- 11. Loren Moss @CloudCompute809 www.customerexperiencereport.com loren@nextcoastmedia.com https://co.linkedin.com/in/lorenmoss IoT—The Internet of Things •79% say an improved customer experience is the primary benefit of the IoT. •66% say increased data and insight about customers is the second most popular promise. •Only 21% of companies have already embraced the IoT •35% are “thinking about it.” •20% are in active planning.
Editor's Notes
- Welcome and thank you for attending. Let’s make this as interactive as possible. We all can learn far more from each other than you will sitting there listening to me. So please, participate. So what is the goal of this workshop? To dive a little deeper, as much as an hour will allow, into something most of us already intuitively know. Customer Experience begins long before a customer needs support. Excellence in Customer Experience begins not in the contact center, not in the retail showroom, and not even in the boardroom. But it does begin—at least it should begin in the executive suite. Can someone volunteer why not the boardroom? (vision and culture is not set there)
- Traditional companies would often engineer a product, bring in designers to do the aesthetics, and then look at customer experience as a marketing strategy; not as some inherent quality of a product. Customer support was a cost center—or another strategy often employed, sometimes with disastrous results, would be to make it a third party profit center. (Talk about auto dealerships ripping off women. Talk about sears experience).
- Who comes to mind, naming companies (not your own!) as market leaders in customer experience? Why? Who comes to mind when you think of design driven companies? Why? What makes them so? So we have companies in all different kinds of fields. What about B2B companies? Does anyone come to mind?
- Creativity? How can I be creative? I run a call center! We make shock absorbers, we are a telecom provider! Has anyone stayed at the Ritz Carlton? Every employee is empowered to do whatever is necessary, including spending money, to ensure guest satisfaction? Is it costly? No, it’s profitable! What about a call center? Do you know who Zappos is? (explain) – Call them up and order a pizza, see what happens. (You have to pay for it!) (CEO Tony Hsieh) Amazon acquired, but left alone
- Well let’s think about this. What about outsourcing? Outsourcing, when done properly can be great, and especially for some firms that aren’t the best at facing customers – manufacturers, maybe those who sell through the channel, a good outsourcing partner can do the job even better than you can in house; but you must empower them and train them to make the appropriate decisions. (JetBlue / Avianca story here) They have to drink your Kool-Aid, and adopt your company culture (which means that your company culture must already be healthy!) Are the agents stuck on a script flip-book, or do they have the power to work with the customer to solve problems? Can they innovate? And, if you have an innovation culture, do you have methods in place to capture, adopt, and systematize that innovation? (Like a Borg?) How did JetBlue fix my problem?
- Where does your company fit into this? Is anyone comfortable in this group setting saying that your company is not very advanced or immature? Perhaps it is an excellent company in other areas…Perhaps you are here on a mission to improve your CX maturity? (If volunteers, discuss). If not… Well rather than putting anyone on the spot, let’s talk about what your companies have done to improve the holistic customer experience—throughout the organization, not just in the contact center. What have been your major obstacles? Do you have buy-in from other top management, or do they see customer service more as a liability, a cost center?
- Avianca & Southwest (I will pick on them because I like them both) 2 ends of the market, they set expectations very differently How Southwest defines itself as a low cost carrier but exceeds expectations. Their product (travel) is designed with CX in mind (low / no fees, etc). Other airlines stick the customer for a short term gain, but long term sacrifice loyalty for a greatly diminished LCV. Avianca, 1st time I flew them, May 2008. They called me up…I was confused… I hadn’t lost my luggage! I flew coach, regular Joe Schmoe…They called me up, thanked me for flying with them, and asked if there was anything they could have done better! I was flabbergasted! Their pricing is also not always the cheapest, but it is very transparent. (explain the grid)
- Mobile. Companies that never imagined it are now finding it mandatory to develop and implement an advanced mobile strategy. For businesses and consumers, mobile devices are replacing the desktop PC as the primary interactive device. Does anyone have paypal Here? Show the device and its capabilities. Give the example of EPM coming by with the electronic device and discussing electric consumption. Smart meters. This leads us to the IoT
- Discuss the promise of IoT as an enabling technology truly bridging design and customer experience What are people doing? If reticence, cite examples.