Success Secrets From Senior Customer Experience Executives

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WEBINAR
Success Secrets From Senior
Customer Experience Leaders
Sam Stern, Senior Analyst

© 2015 Forrester Research, Inc. Reproduction Prohibited 5
Agenda
›  Who should own CX in an org?
›  How best to understand the current-
state of your company’s CX?
›  How do we measure CX in a way that
resonates across our org?
›  How do we foster buy-in, and build
momentum for CX initiatives?

CX Leaders Interviewed For This Report
› Phil Bienert (AT&T, Citi,
GoDaddy, Volvo Car)
› Jeanne Bliss (Allstate
Insurance, Coldwell Banker,
Customer Bliss, Lands’
End, Mazda)
› Kathleen Cattrall (Time
Warner Cable, VCA Animal
Hospitals)
› Peter Haid (E Source, Level
3 Communications)
› Ingrid Lindberg (Ceridian,
Cigna, Prime Therapeutics)
› Olivier Mourrieras (E.On,
Orange)
› Trays O’Reilly (Comcast,
Rogers Communications, T-
Mobile)
› Brad Smith (Sage Software,
Symantec, Yahoo)
› Sonali Verma (Citi, Manulife
Financial)

Agenda

Source: Forrester’s Q4 2014 Brand Experience Benchmark Online Survey
Customer Experience Ownership Varies
25%
15%
17%
43%
0% 10% 20% 30% 40% 50%
Other
CEO
CCO/CXO
CMO
Who owns CX in the organization
Who owns CX in the organization

Senior-most CX pros need visibility and
influence with the C-suite
Olivier Mourrieras, former CX leader
at Orange, and now with E.On told us,
“I had a dotted line to CEOs and
boards of management both at
Orange, and now at E.On, and that
really helps to get things done.”

CX pros must foster collaboration and
shared accountability for CX
Ingrid Lindberg, former CX leader at Prime Therapeutics,
said, “It works well if I don’t own anything. I asked the
CEO or the C-suite to assign ownership of critical CX
initiatives to the right senior leaders in the organization.
And then I partner with them.”

Help employees connect to customers

Prime Therapeutics’ CX room can handle
about 20 employees at a time

Agenda

Get grounded in the customer data
Source: January 8, 2015, “Cure Broken Customer Experiences With Voice Of The Employee Programs” Forrester
report

Phil Bienert, currently CCO & CMO at GoDaddy
said, “The day you start working at a company is
the day you lose objectivity. So you have to let
the customer research and data guide you.”

Kathleen Cattrall, former customer experience lead at
VCA Animal Hospitals and Time Warner Cable, went
even further than Bienert. “I need to go out and talk to
customers directly. No amount of looking at existing
data will give me the richness I need.”

Establish customer research as an
ongoing activity

May 2014 “Executive Q&A: Customer Experience Rooms”
Journey Mapping Stations Complement
Citrix’s Digital Customer Room

But it misses everything
below the line of customer visibility.
?
report

Use VoE to penetrate the CX ecosystem
report

Learn about the organization from the
perspective of employees
Peter Haid former senior director of CX at Level 3
Communications, told us, “Before I got into the classroom,
I sat with the reps and did their job. That built street cred
with them. They were laughing at me, as I struggled. And
for me, it really helped to understand their pain trying to
use our convoluted systems.”

Agenda
›  Background
›  How do we measure CX in a way
that resonates across our org?

Create a single CX metric that the entire
org tracks
Olivier Mourrieras told us, “The
countries that started first are the ones
that are further ahead. That provides
supporting evidences that our efforts
are paying off.”

Show the impact of CX on business
metrics
Mark Harrison, the
CX lead at Shell
says improving CX is
like “Walking up a
down escalator - and
so to stand still is to
fall backwards.”

Agenda
›  Background
›  How best to understand the current-state
of your company’s CX?

April 2014 “Five Steps To Create And Sustain A Customer-Centric Culture ”
The Five Steps To Create And Sustain
Customer-Centric Cultures

Personalize the impact of CX to different
stakeholders
Brad Smith, CCO at Sage Software and formerly the
VP of CX at Yahoo, told us, “I figured out at Yahoo that
I had to talk to different stakeholders in different ways.
I had to use the language and elements of CX that
were important and relevant to them.”

February 2014 “Communication, Training, And Routines: How Companies Socialize Customer Centricity”
Sage Sent Executives On A Road Trip To
Connect With Employees & Customers

Personalize the impact of CX to different
stakeholders
Peter Haid said, “I realized I had to change my
approach to storytelling with everyone — CFO versus
CMO versus an employee.”

Use customer data to tell the CX story
from the outside in
Kathleen Cattrall said, “We start with the customer
research because we can quickly turn that into a point of
view about what the client experience should be. The
customer insights are your quick win, and the way they
inform your strategy sets you up for long-term success.”

VCA Integrated Its Nine Customer “I
Wants” Into Employee Training

VCA Created Used Learning Maps To
Create Immersive, Small-Group Training

Selected Forrester Research
›  Executive Q&A: Success Secrets From Successful Customer
Experience Executives
›  Cure Broken Customer Experiences With Voice Of The
Employee Programs
›  Brief: How To Help Your Executives Lead CX Transformations
›  Three Organizational Models For Chief Customer Officers
›  How To Measure The Customer Impact Of CX Projects — And
Get Them Funded
›  Five Steps To Create And Sustain A Customer-Centric Culture
›  Executive Q&A: Customer Experience Rooms

Thank you
forrester.com
Sam Stern
+1 617.613.6033
sstern@forrester.com
Twitter: @samsternjones

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