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Key ingredients for successful cx
1. Key Ingredients For Successful
CX
The Roles of Design, Creativity, & Ownership in Creating
The Customer Experience
Loren Moss
@CloudCompute809
www.customerexperiencereport.com
loren@nextcoastmedia.com
https://co.linkedin.com/in/lorenmoss
5. Loren Moss
@CloudCompute809
www.customerexperiencereport.com
loren@nextcoastmedia.com
https://co.linkedin.com/in/lorenmoss
A study conducted by Econsultancy and commissioned
by Adobe found that those companies placing a high
value on design and creativity are most likely to be
considered market leaders in customer experience.
-and-
Those companies that lead in CX (CX Mature) are three
times as likely to self-identify as “definitely design driven
enterprises.
Quarterly Digital Intelligence Briefing “The CX Challenge” – Econsultancy/Adobe
6. Loren Moss
@CloudCompute809
www.customerexperiencereport.com
loren@nextcoastmedia.com
https://co.linkedin.com/in/lorenmoss
75% of respondents at
“CX mature” companies
said that creativity is
highly valued, 17%
higher than overall
respondents.
Quarterly Digital Intelligence Briefing “The
CX Challenge” – Econsultancy/Adobe
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via Commons
Welcome and thank you for attending. Let’s make this as interactive as possible. We all can learn far more from each other than you will sitting there listening to me. So please, participate.
So what is the goal of this workshop? To dive a little deeper, as much as an hour will allow, into something most of us already intuitively know.
Customer Experience begins long before a customer needs support. Excellence in Customer Experience begins not in the contact center, not in the retail showroom, and not even in the boardroom. But it does begin—at least it should begin in the executive suite.
Can someone volunteer why not the boardroom? (vision and culture is not set there)
Traditional companies would often engineer a product, bring in designers to do the aesthetics, and then look at customer experience as a marketing strategy; not as some inherent quality of a product.
Customer support was a cost center—or another strategy often employed, sometimes with disastrous results, would be to make it a third party profit center. (Talk about auto dealerships ripping off women. Talk about sears experience).
Who comes to mind, naming companies (not your own!) as market leaders in customer experience?
Why?
Who comes to mind when you think of design driven companies?
Why? What makes them so?
So we have companies in all different kinds of fields. What about B2B companies? Does anyone come to mind?
Creativity? How can I be creative? I run a call center! We make shock absorbers, we are a telecom provider!
Has anyone stayed at the Ritz Carlton? Every employee is empowered to do whatever is necessary, including spending money, to ensure guest satisfaction? Is it costly? No, it’s profitable!
What about a call center? Do you know who Zappos is? (explain) – Call them up and order a pizza, see what happens. (You have to pay for it!) (CEO Tony Hsieh)
Amazon acquired, but left alone
Well let’s think about this. What about outsourcing? Outsourcing, when done properly can be great, and especially for some firms that aren’t the best at facing customers – manufacturers, maybe those who sell through the channel, a good outsourcing partner can do the job even better than you can in house; but you must empower them and train them to make the appropriate decisions. (JetBlue / Avianca story here) They have to drink your Kool-Aid, and adopt your company culture (which means that your company culture must already be healthy!)
Are the agents stuck on a script flip-book, or do they have the power to work with the customer to solve problems?
Can they innovate?
And, if you have an innovation culture, do you have methods in place to capture, adopt, and systematize that innovation? (Like a Borg?)
How did JetBlue fix my problem?
Where does your company fit into this?
Is anyone comfortable in this group setting saying that your company is not very advanced or immature? Perhaps it is an excellent company in other areas…Perhaps you are here on a mission to improve your CX maturity?
(If volunteers, discuss). If not…
Well rather than putting anyone on the spot, let’s talk about what your companies have done to improve the holistic customer experience—throughout the organization, not just in the contact center.
What have been your major obstacles?
Do you have buy-in from other top management, or do they see customer service more as a liability, a cost center?
Avianca & Southwest (I will pick on them because I like them both)
2 ends of the market, they set expectations very differently
How Southwest defines itself as a low cost carrier but exceeds expectations. Their product (travel) is designed with CX in mind (low / no fees, etc). Other airlines stick the customer for a short term gain, but long term sacrifice loyalty for a greatly diminished LCV.
Avianca, 1st time I flew them, May 2008. They called me up…I was confused… I hadn’t lost my luggage! I flew coach, regular Joe Schmoe…They called me up, thanked me for flying with them, and asked if there was anything they could have done better! I was flabbergasted! Their pricing is also not always the cheapest, but it is very transparent. (explain the grid)
Mobile. Companies that never imagined it are now finding it mandatory to develop and implement an advanced mobile strategy.
For businesses and consumers, mobile devices are replacing the desktop PC as the primary interactive device.
Does anyone have paypal Here? Show the device and its capabilities. Give the example of EPM coming by with the electronic device and discussing electric consumption. Smart meters.
This leads us to the IoT
Discuss the promise of IoT as an enabling technology truly bridging design and customer experience
What are people doing? If reticence, cite examples.