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How to Build Your CX Vision

Learn from Qualtrics professionals how to build and execute a customer experience program. Part one of a four-part series, this session lays the foundation of how to build a CX vision by following 7 key factors for success.

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How to Build Your CX Vision

  1. 1. Build Your CX Vision for a World- Class CX Program Bruce Paul Principal Consultant, Customer Experience Qualtrics
  2. 2. 2 The recording and slides for today’s presentation will be made available on cxweek.com along with other content and webinars from throughout the week Please use the chat window to submit questions throughout the webinar – we will have time designated at the end for Q&A Join the conversation on Twitter by tweeting @Qualtrics using #cxweek Housekeeping ©2015QUALTRICSLLC.
  3. 3. 3 Executing a Customer Experience Program Day 1: How to Build a CX Vision Bruce Paul Principal Consultant, Customer Experience o Building a Plan o Creating Alignment o Selecting a Platform o Planning Key Milestones Day 2: How to Execute Your Vision Jamie Morningstar Product Management Leader o Omni-Channel Measurement o Identifying Key Drivers o Analysis & Reporting o Testing & Iterating Day 3: How to Change Your Culture Benjamin Granger, Ph.D. Principal Consultant, Employee Insights o Understanding Different Cultures o Promoting an Ideal Culture: Organizations o Promoting an Ideal Culture: Managers o Promoting an Ideal Culture: Employees Day 4: How to Achieve & Communicate Results Kyle Groff, Ph.D. Principal Consultant, Customer Experience o Tracking Customer Outcomes o Demonstrating ROI o Driving Executive & Business Communication o Defining a Path Forward ©2015QUALTRICSLLC.
  4. 4. Bruce Paul Principal Consultant – Customer Experience Bruce is a principal subject matter expert at Qualtrics focused on helping companies design, build, and deliver world-class customer experience and research programs. Bruce formerly worked as a Principal at Greenwich Associates, where he ran the US Customer Experience practice. Other roles include Senior Vice President at Synovate, and Vice President at The Nielsen Company, where he worked in senior leadership positions for nearly 10 years. Bruce is a three-time recipient of the Nielsen Platinum Award and is a Fulbright Fellowship recipient. ©2015QUALTRICSLLC.
  5. 5. Analyze Identify opportunities, understand trends, and deliver data to the right people ROLE-BASED DASHBOARDS & ANALYTICSDATA COLLECTION OPERATIONAL INTEGRATION CHANNELS Collect Understand customer relationships and key touch points, and capture unsolicited feedback Act Drive strategic and tactical action to improve customer and business outcomes Others SMS Feedback Key Accounts IVR Surveys Employees Email Surveys Website Experience Mobile & In-app Feedback Locations Website Feedback Contact Centers Social Feedback Mobile / App Experience Text analytics, Key drivers, Weighting Digests Customer data, Operational data Case management Scorecards Data-based alerts Automated actions Executive Manager Front-line ©2015QUALTRICSLLC.
  6. 6. 6 Building a CX Vision MACRO OPPORTUNITIES Identifying reoccurring, systemic opportunities to improve customer patterns & drive loyalty EX TERNAL IMPERATIVES Learning what customers think and prefer based on solicited and unsolicited feedback MICRO OPPORTUNITIES Solving customer-specific issues to drive individual satisfaction & loyalty INTERNAL IMPERATIVES Creating the internal mechanisms to appreciate, respond to, and improve customer outcomes ©2015QUALTRICSLLC.
  7. 7. 7 Key Factor for Success #1: Strong Leadership STRATEGIES TO OBTAIN BUY-IN 1. Create an ROI Outline 2. Conduct a customer case study 3. Conduct a trial VOC program o Collection: Demonstrate data quality and cost per response o Analysis & Reporting: Demonstrate ease of reporting and insight value o Action: Identify low-hanging opportunities and close the loop o Impact: Demonstrate impact in areas that can prove value EX ECUTIVES Must consistently demonstrate customer centricity by words, deeds, and priorities CX LEADERSHIP Must effectively communicate leadership vision, priorities, and business impact MANANGERS Must model front-line behavior and demonstrate correct priorities FRONT-LINE Must demonstrate customer centricity by words, deeds, and priorities ©2015QUALTRICSLLC.
  8. 8. 8 Key Factor for Success #2: Vision & Clarity ©2015QUALTRICSLLC. CRITERIA FOR A VISION STATEMENT 1. Simple and clear 2. Known and repeatable at each level of organization 3. Possesses executive sponsorship 4. Associated with specific goals and objectives 5. Associated with a clear roadmap of milestones “At American Express, we have a mission to be the world’s most respected service brand. To do this, we have established a culture that supports our team members so they can provide exceptional service to our customers.” -AMERICAN EX PRESS “In store or online, wherever new opportunities arise, Nordstrom works relentlessly to give customers the most compelling shopping experience possible.” -NORDSTROM
  9. 9. 9 Key Factor for Success #3: Engagement & Collaboration STRATEGIES TO DRIVE ENGAGEMENT 1. Provide opportunities for regular, confidential, unfiltered feedback 2. Encourage personal action on flagged issues 3. Implement and demonstrate real change 4. Share key results and findings with the workforce Results Email, Newsletters, Town Hall Meetings, Quarterly Webinars, Office Posters “Teams classified as ‘high performance zone for engagement’ had a 37% Net Promoter Score (NPS) versus 10% NPS for teams.” -AON HEW ITT (2011) ©2015QUALTRICSLLC.
  10. 10. 10 Key Factor for Success #4: Listening & Learning STRATEGIES TO CONSIDER o Implement a platform that will encourage feedback o Enable omni-channel listening o Let the customers give feedback how they want o Ensure actions and follow-up are integrated in process o Share the learning internally o Ensure the narrative does not replace the facts o Choose a platform that is dynamic ©2015QUALTRICSLLC.
  11. 11. 11 Key Factor for Success #4: Listening & Learning Above all, you must implement an approach tailored to your business. MUST-HAVES FOR ANY VOC PROGRAM o Omni-channel measurement o Flexible role-based dashboards o Key driver analysis & text analytics o Case management & follow-up o CRM & operational process integration o Direct behavioral connection o Real-time measurement & reaction o DIY Survey builder with advanced logic ©2015QUALTRICSLLC.
  12. 12. 12 Key Factor for Success #5: Alignment & Action Target Customer Outcome STRATEGIES TO CONSIDER 1. Map key objectives to business and organizational touch points 2. Create and align cross- functional teams toward singular objectives ©2015QUALTRICSLLC.
  13. 13. 13 Key Factor for Success #6: Planning the Journey ©2015QUALTRICSLLC.
  14. 14. 14 Key Factor for Success #7: Patience & Commitment o Biggest Trap! o Implementing or changing a CX program is a slow process o You cannot outsource it, no matter how much you pay o Trumpet short term wins and success stories o Know yourself and your organization ©2015QUALTRICSLLC.
  15. 15. Q & A
  16. 16. 16 Executing a Customer Experience Program Day 1: How to Build a CX Vision Bruce Paul Principal Consultant, Customer Experience o Building a Plan o Creating Alignment o Selecting a Platform o Planning Key Milestones Day 2: How to Execute Your Vision Jamie Morningstar Product Management Leader o Omni-Channel Measurement o Identifying Key Drivers o Analysis & Reporting o Testing & Iterating Day 3: How to Change Your Culture Benjamin Granger, Ph.D. Principal Consultant, Employee Insights o Understanding Different Cultures o Promoting an Ideal Culture: Organizations o Promoting an Ideal Culture: Managers o Promoting an Ideal Culture: Employees Day 4: How to Achieve & Communicate Results Kyle Groff, Ph.D. Principal Consultant, Customer Experience o Tracking Customer Outcomes o Demonstrating ROI o Driving Executive & Business Communication o Defining a Path Forward ©2015QUALTRICSLLC.
  17. 17. Thank You!

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