EXPERIENCE ‘18
Guiding Effective CX Transformations
Keith Lucas, Business Improvement & Marketing
Senior Startegy Manager, BT
Brian Andrews, Senior CX Principal , Medallia
Desirree Madison-Biggs, CX VoC Programs
Design Lead, AirBnB
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Why CX?
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Interest in CX Has ExplodedCompanies that expect to compete on the basis of customer experience
Source: Gartner, "Gartner Surveys Confirm Customer Experience is the New Battlefield," October 23, 2014.
36%
89%
2011 2015
% o
f co
mp
anie
s
3
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The Stock Market Rewards Loyalty Leaders
Medallia Customers
S&P500
-40%
0%
40%
80%
120%
160%
200%
2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018
To
tal C
um
ula
tive
Sto
ck R
etu
rns
(%)
Year (January of…)4
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The stone after it's thrownThe word after it's said
The occasion after it's missedThe time after it's gone
4 Things You Can’t Get Back
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Customer Experience EffectivenessHow effective is your company in delivering a relevant & reliable
customer experience?
Source: Harvard Business Review Analytic Services Survey, April 2017
32%
53%
15%
Not very effective
Somewhat effective
Very effective
6
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Learning from the Wheel Makers
The Power of Positivity”Show Me the Money” Intentional Design
7
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E C S
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Schwab “Killer” Slide Illustration
Super Detractors Detractors Passive Promoters
Life
tim
eV
alu
e
11
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Eliminating Pain-Points Drives Economic Value for GeneraliCustomer behavior 6 months after survey
12
Promoters actively recommend
Promoters buy 67% more
Promoters exit 61% less
Sample size: 53,9421
Cross-Sell after claims experience Sample size: 7,1142
Sample size: 140,9441
Exit rate after any experience
Detractors Promoters
67%
Detractors Promoters Detractors Promoters
+4x -61%
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Capturing the Hearts and Minds of People
Keith Lucas, BT plc
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BT Enterprise sell communications and IT services in the UK and
Republic of Ireland
£5Bn revenue
1.2 Million customers across Volume and
Value segments
10k employees
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We had created a climate where our people spent more time walking in BT’s
shoes, than in our customers’.
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This just got personal …………..
Leadership Coaching Mindset
9 things leaders do
9 skills for our People
#PlayMyPart
Voice of the Customer through Medallia
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Simplifying the conversation
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#PlayMyPart
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Business Outcomes
Creating the Right Culture
Taking ownership
Adding value to organisation
Employee EngagementTop Quartile
Interaction NPSUP 34 pts
Relationship NPSUP 15 pts
Service Leads to Sales£150m
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Guiding Effective CX Transformations
EXPERIENCE ‘18
18
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From Design Thinking to Design Doing
19
Desirree Madison-Biggs,
CX VoC Programs, Design Lead, AirBnB,
CCXP Board Chair, CXPA
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4.5mListings
191 81kCountries Communities
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2.9mHosts
130m 5kGuests Employees
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VisionTo create a world where anyone can belong anywhere
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EmpathyAt the heart of design
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Taking Magic from the Kingdom
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Finding out about Airbnb
Browsing and exploring
possibilities
Searching for the right place
Planning the trip together
Booking a place
Staying in the listing
The guest moment of truth
Checking inTraveling to the
listing
Communicating with
the host
Exploring the destination
Checking outDeparting the
destinationGiving a review to build reputation
Sharingthe experience
Turning Empathy into Trust
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“The world has become one big neighborhood to us.”DEBBIE & MICHAEL CAMPBELL
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Evolution… Revolution…Foundation…
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Competitors don’t put
you out of business,
your customers do
Brian Chesky, CEO
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Thank You!#EXP18Medallia