Date post: | 16-Apr-2017 |
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#SPLICEwebinar
Hello & Welcome
� 15 Minutes allotted for Q&A
� Webinar is Being Recorded
� Winners Announced Next Week� Free 2 Hour Consultation� Free CXU Online Course
Marketing ManagerSPLICE Software Inc.
/marciamgbastos
#SPLICEwebinar
Agenda
� What is customer centricity?� Why does it matter?� How do you approach it smartly?� Who are the key players?� When to seek leadership & alignment Imperatives?
#SPLICEwebinar
About CX University
CX University is committed to helping you know moreand be able to do more in the Customer Experiencediscipline. We offer quality professional developmentprograms that appropriately challenge you to gainknowledge and skills in the fundamentals and bestpractices of CX.From comprehensive Online Courses to custom-designed Action Learning Workshops as well ascertification prep for the CCXP exam, CXU preparespractitioners to provide excellence in the discipline.
#SPLICEwebinar
Dr. Mohamed LatibDr. Latib’s expertise in management and executivedevelopment spans a 30-year long journey ofshaping corporate leaders and team membersfrom small organizations to Forbes companiesacross the globe. He’s worked extensively in theCX field for over 25 years and has helped createcustomer centricity in many businesses.Dr. Latib has also led innovations in education asa professor, dean, and vice president at renowneduniversities across the United States. He hasdeveloped programs in Europe, Asia, and SouthAmerica. He has served on numerous boards andwas President of two international associations.
Founder & CEOCX University
#SPLICEwebinar
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SPLICE Software Inc.
Offers a cloud-based Dialog SuiteTM that specializes in using bigdata and artificial intelligence to create distinctly humanmessaging.
Our patented software sends automated Voice & SMS in the rightmoment of the customer journey to drive optimal engagement, and thedesired call to action. Our Suite enables you to collect and managecustomer's permissions and preferences so you can personalize,communicate, and measure like never before.
Some recent accolades…
#SPLICEwebinar
Janelle Boris
Janelle brings over 10 years’ retail experience tothe table. With an everyday focus of drivingsuccess for her SPLICE clients, Janelle uses herpassion for client relations and accurate programdesign to ensure SPLICE maintains an unparalleledlevel of customer engagement and retention.
Her account management has lead SPLICE clientsto both Customer Engagement and StoreOperations awards, and she looks forward tobringing these valuable insights and tools to futureclients, and the industry in general, to aid in themaximization of the in-store customer experience.
Retail Account ManagerSPLICE Software Inc.
#SPLICEwebinar
Changing Power Dynamics
Technology Leverage
� Democratization� Asymmetries� New playing field
turbo-charged by customers
� Global in Scope
Customer Demands
� Instant responses � Personalization� Quality products� Service quality� Transparency in
communications and products
� Trust� Anticipate needs
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I want to share my ideas for product and service improvements
The New Breed of CustomersWhen I complain on social media
(and I do) I want quick actionI have a lot of choices –and I’m not afraid to go somewhere
else
I want you to tell me what you’re doing to improve
I want to communicate with you however I want,
whenever I want
I want self-service and I want to get in touch with other customers
if I have a problem so I can benefit from their experience
I use my smart phone for almost everything
I want you to treat me like you know me in every interaction
#SPLICEwebinar
CX: Where We Stand
� 97% of execs say delivering a great customer experience isCRITICAL to their business.
� 80%of CEOs believe they offer a superior customer experience.Only 8% of their customers AGREE.
� 54% of consumers shared BAD experiences with more than 5people. 33%shared GOOD experiences with more than 5 people.
� Companies that OUTPACE their COMPETITORS in CX have50%more engaged employees than those with CX that lags theirpeers.
� 89% of customers say they have switched to a COMPETITORbecause of a POOR customer experience.
� A modest increase in customer experience can generateADDITIONAL REVENUES over 3 years between $472M and $824Mfor every $1bn in annual revenue.
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What is Customer Experience?� It is the customer’s perception of all
the interactions they have with usand the value it creates for them.
� It is how we know and performagainst expectations.
� It is the emotions we create withevery interactions.
#SPLICEwebinar
The First New Normal:
Customers
CXJourney
Map
Strategy
Structure
Technology
ValuesTasks
Policies
Practices
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Whole Ecosystem Alignment
Technology
People
Leadership
Brand Promise
Corporate Strategy
Technology
People
Leadership
Brand Promise
Corporate Strategy
Silos
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Alignment: LeadershipCompelling
brand promise tied
to vision
Must-win from the ‘outside-
in’
Feedback for continuous
learning
Experience Redesign-empathy
Implement change and
sustain
5 Marathon Principles
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Why so Difficult?
Loss of interest
No common ground
Buy-in failure
Behavior change
Siloed customer
data
Service and
rewards
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Customer Centric Behaviours
Gain and use deep understanding of the customer’s needs
Behaviors should be observable, traceable & measurable.
Good Examples:� We keep the customer’s voice & needs as a part of every meeting.� We share examples of the customer’s expressed needs with all.� We identify &track measures which reflect that customer’s perception
if needs are met.� We make sure employees are a part of a team that is creating new
solutions/
Poor Examples:� We listen to the customer� We understand the customer needs� Work with the rest of the organization
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So Close, Yet So Far
Situation � Wanted to collect customer feedback,
to improve their customer’s experience. Solution� Deliver NPS Surveys to customersResults� Did not have success criteria defined� Did not close the loop� Customers become disenchanted.
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On the Mark
Situation� Noticed a decline in new sign ups
for their loyalty programSolution� Company sent out a survey to
gather feedback from customersregarding everything from serviceat store level to corporate policies
Results� New training processes
implemented for all staff.
#SPLICEwebinar
The New Breed of Associate
I want to contribute my ideas for product and service improvements
I want to develop skills that develop me for the future
I have a lot of choices –and I’m not afraid to go
somewhere else
I want you to tell me what we are doing to improve
I want to grow and develop with new skills more relative to the market
Customers are demanding more and I don’t feel I know how to or enabled to deliver
How can I understand what customers want and need?
I need to understand more about what you
want from me
#SPLICEwebinar
Inherent Value
� Productivity � Company financial
performance� Employee performance� Sales performance � Employee retention
Customer Demands
� Instant responses � Personalization� Quality products� Service quality� Transparency in
communications & products� Trust� Anticipate Needs� Customer loyalty
Employees at the Core
#SPLICEwebinar
Associate Engagement
Engagement
Emotions
Cognitions
Behaviors
... DISCRETIONARY BEHAVIORS
#SPLICEwebinar
Change Comes from Within
Best Practices� Create a Shared Understanding of the
Customer Experience Vision� Create Consistent Communications and
Standards� Provide Employee CX Training� Provide Recognition and Rewards� Celebrate Successes Publicly� Align Hiring Requirements to CX Strategy� Tie Incentives and Advancement Directly
to CX Success
#SPLICEwebinar
Tips for Customer Centricity� Define the CX vision based on business and
brand strategy, customer insights, and markettrends.
� Define the customer lifecycle stages and majorinteraction points with your customers.
� Define and design end-to-end omni-channelcustomer journeys.
� Determine the impact of the journey designson people, processes, technology, leadership,structure.
Brand & CX Vision, Charter, Strategy
CX Understanding
#SPLICEwebinar
Tips for Customer Centricity
� Define customer-centric measurements andKPIs,
� Create a CX KPI dashboard for continuousmonitoring and improvement,
� Define the CX vision based on business &brand strategy, customer insights, andmarket trends.
CX Transformation Map
CX KPI Dashboard
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Transforming Organization?Holacracy
� New Organizational FormsEmpty Chair at the table
� Practical empathy strategy� Undercover boss-Walk in ‘their’ shoes
New metrics� Net Promoter Score� Net Effort Score� Emotion Scoring
Heuristic jobs� Align with CX complexity
Lattice Culture� Adding the human touch
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The “Little Things” Matter
Emphasize Security� Trusted Guarantee
Make Technology a Helpful Tool� Facilitate Innovation
Connect with Community� Care and Support
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Bringing CX to Life
Umpqua Bank Appeal to sensorial,
behavioral, social,
cognitive receptors.
Deep Community Relations