Building the business case for CX - LitmusWorld€¦ · marketing strategy and has represented the...

Building the business case for CX

THINK EXPERIENCE. THINK LITMUSWORLD.

Ramesh NatarajanCo-founder/COO

Ramesh is an entrepreneur and executive with 25 years of experience globally in customer management, general management, sales & marketing and research across industries.

Former VP & CEO DHL Express – RoSA.Alumnus of IIT Bombay, IIFT New Delhi.

Speaker Profile

Khushaal TalrejaHead of Marketing

Confidential. All rights reserved.

Khushaal has championed the LitmusWorld brand and key partnerships through his 3 years.

He's been instrumental in building the phygitalmarketing strategy and has represented the enterprise SaaS business at various global platforms.

Moderator Profile

What will you takeaway in the next 1 hour?

Key ingredients needed to build the

business case for CX

Roadmap to get started with a

comprehensive CX programme

Driving a business wide customer-centric

culture-essentials of a branded CX programme


CX is making waves!


What do you build the business case for? Branded CX Driving the customer centric culture

Global cultural change program to promote ‘Insanely Customer Centric, Certified International Specialists.’

Building an extensive range of customer service and digital enhancements across the customer journey.

Create greater customer focus among employees and within business processes in order to provide customers with absolutely unbeatable service.


Clash of functional silos v/s customer need

I currently initiate monthly NPS surveys

across a sample customer base

I capture customer feedback

periodically via our call center

We run CSAT surveys to understand the efficiency of our

services

I partner with market research agencies to understand customer

experience

We know our problems, asking

customers will only worsen our case


Scale

Impact

Phase 1(upto 12 weeks)Key touchpoint conversations

CX Solution DesignCustomer conversations at a specific channel(s)

Phase 2Expand across entire network

•Tim

e•C

usto

mer

impa

ct•B

usin

ess r

esul

ts

Phase 3Comprehensive program

across all touch points

Social listening

Contextual Campaigns

Use for prospecting additional products /

acquire new customersActive listening across channels

Full integration with your CRM for real-time action

Always on employeeconversations

Continuous Improvement Journey

•Im

plem

enta

tion

com

plex

ity•

IT in

tegr

atio

n•

Cust

omer

ado

ptio

n

Launch

Learn

Consolidate

Expand

CX Roadmap


External Promise

Internal Promise

GoalBranded CX

Way of life

‘ADCB’ ingredients of building a great CX programme

Align key stakeholders

Build a customer-centric culture

Comprehensive CX platform

These are the kinds of programs you need to build a business case for. To build a culture that puts the customer at the centre at everything you do.


Design the solution

Internal CX readiness is the first step towards building the business case for CX

• Ensuring fitment of CX objectives to business priorities across stakeholders

• Cross-functional collaboration to enable sharing of information to create an agile organization

• Engaged employees ready to take ownership of the customer experience

• Decision making driven by a centralized view of operational data, thereby building a data culture

Align key stakeholders


Successful CX programmes are built on a great solution design

• Continuous active listening - Customer emotions are captured at all points across the journey

• Employee ownership - All employees from the frontline to the CEO are clear and empowered to make decisions

• Commitment to agile design - Supports repeated program iterations to keep up with changing customer expectations

• ROI - Build linkages with financial and operation metrics in the long run

Design the Solution



Reduce friction to drive revenue

Product improvements leading to additional

sales

Removing pain points and barriers

to purchases

Overall improvement in customer

retention rate

Increased average

transaction size

Improved operational efficiencies

Unification of data across the organization into a single platform

Improvement in productivity through

automated workflows

Reduced operational burden through resolving

systemic issues

Other key benefits Shift towards customer-

centricity through touchpoint-level scores

Improved employee engagement through empowering frontline

Improved response rates through real-time and context

Key drivers of ROI for the CX programme

1 2 3 4

5 6 7

8 9 10

Comprehensive CX platform


Comprehensive dashboard giving an all-round view across all touchpoints in the customer journey. Dramatically increase response rates, foster agility in issue management and continuously improve your CX metrics.

• From an account level to a project level to a touch point level, our drill-down capabilities give you granular visibility into key improvement areas

• Our role based dashboards deliver insights relevant across the organisational hierarchy. Break through the cluter and get to the crux.

• Feeds show up in real-time. Customer delight should not have a time constraint.

M.A.I.® Framework


Key components of the M.A.I.® framework

CUSTOMER JOURNEY

Search

Purchase

Usage

Service

Relationship

TOUCHPOINT

Website

Branch

Customer care

Mobile app

REAL-TIME DASHBOARD

Ratings

Customer feeds

CUSTOMER SEGMENTATION

Geography

Income

Loyalty

Age

AUTOMATED WORKFLOWS

Identify

Prioritize

Track

Respond

CUSTOMER DATA

Records

Comments

Profiling info

Filters/Cohorts

Relationship View

Trends And Benchmarking

Comparative Analytics

Text Analytics

ANALYTICS ENGINE

Multichannel Multilingual Scalable Real-time Analytics Mobile First

CAPABILITIES

EMPLOYEES

Rewards And Recognition Frontline TrainingRole-based Dashboards Action Management

API Ready

MEASURE ACT IMPROVE


Measure - Ensures maximum response rate by continuosly listening across channels


Engage in real-time and contextual conversations


Act - Enables faster closure of issues that require intervention across departments


Executives Digital team Customer Experience

Front-lineemployees

Text analyticsReportingon-the-go

Comparativeanalysis

Improve - With ability to continually improve execution & process design excellence


Evangelism of a customer-centric culture through a branded CX programme across internal and external stakeholders

• Co-creation of the customer first culture with key stakeholders

• Make customer centricity part of training and hiring processes

• Empower employees to be agile and go beyond; Rewards and recognition; Success stories

• Reinforce the culture through workshops and marketing efforts

Building a customer-centric culture


Continuously listen to your consumers

Adapt to changing consumer behaviour

Empower your front line employees

Close the feedback loop

Respect customer privacy

Create accountability for CX improvement

6 ways to bring CX at the core of your digital transformation journey


Experienced team with technological capabilities to drive customer &

employee experience programmes

Enterprise SaaS platform enabling businesses to manage comprehensive CX programmes

Recommended platform by leading industry associations

and enterprise practices

19Mn+67* 125+NPS® Responses Brands

About Us



CX Platform with Scale

21Mn+conversations initiated

in May 2019

4,34,741Total number of

touchpoints created

1.1MnResponses to manage world’s

largest public survey

38,406Total number ofdashboard users

17Mn+Total number of customersresponses captured till date

1,821Total number of CX projects

managed till date

Confidential.

All rights

reserved.

23

Let’s begin the journey towards dramatic improvements today! Thank You!

Locations:

Mumbai | Bangalore | Delhi | Dallas | New York | London | Melbourne | Singapore

Date post:	31-May-2020
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