Aligning Your Organization Through CX Benchmarking
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This document is an introduction to customer experience benchmarking presented by TribeCX. It defines customer experience as the blend of a company's performance and the emotions evoked in customer interactions. Consistently great CX comes from deliberately designed customer journeys. The presentation recommends customer mapping, metrics, and benchmarking to align an organization's strategy, tactics, culture, and learning around CX. It asserts that purposefully designed experiences across the customer lifecycle can improve business efficiency and customer effectiveness.
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Aligning Your Organization Through CX Benchmarking
- 1. © TribeCX Ltd 2017 David Hicks CEO TribeCX Ltd QuestionPro, Sept 2017 Introduction to Customer Experience: Aligning Your Organization Through CX Benchmarking
- 2. Vivek Bhaskaran, CEO David Hicks, CEO Speakers
- 3. Customer Experience intelligence software to build better customer relationships with people who are your customers to grow customer lifetime value
- 4. Founders : Globally recognised leading CX Practitioners Best practice CX calibration & capability development CX toolkit & remote support Practitioner led : outcome focused Calibrate your CX @ www.TribeCX.com TribeCX: Brief Intro
- 5. Agenda: Practical advice to get into action •Definition of Customer Experience •Customer Mapping •Customer Metrics •Benchmarking •Next Steps
- 6. Overview: Customer Experience - Definition Customer experience is “a blend of a company’s rational performance and the emotions evoked in all the interactions with the customer, across all touch points”
- 7. Consistently great experiences don’t happen by chance. They are the outcome of deliberately designed customer journeys. The challenge is to get the entire business aligned behind a purposely designed experience that is persistently and consistently delivered Customer Experience - Definition
- 8. “People will forget what you said, people will forget what you did, but people will never forget how you made them feel”. - Maya Angelou Design for emotions © TribeCX Ltd 2017
- 9. Purposefully designed end-to-end CX drives improvements in: • Business Efficiency • Customer Effectiveness Customer Experience Leaders Outperform © TribeCX Ltd 2017 Customer Experience Laggards -38.7% S&P 500 Index 16.2% Customer Experience Leaders 45.1% Customer Experience Laggards -38.7% Watermark defines Customer Experience Leaders and Laggards as the top ten and bottom ten rated public companies in Forrester Research 2007 – 2016 Customer Experience Index studies. Comparison is based on performance of equally – weighted, annually adjusted stock portfolios of Customer Experience Leaders and Laggards relative to the S&P 500 index.
- 10. Fix Standardise Embed Time Customerexperiencequality Tactical actions are not enough: It ALL needs to work Functionally driven tactical Experience improvements will only get you a limited way Concerted cross business effort to purposefully design Experience and align the organization to deliver it Optimise Develop core CX capabilities Source: Bain & Forrester 2016 © TribeCX Ltd 2017
- 11. Most organizations have a long way to go © TribeCX Ltd 2017
- 12. 12 Just start…it’s a journey! Strategy/Vision Tactics/Design Ethos/Culture Learning/Feedback © TribeCX Ltd 2017
- 13. The Emirates Journey © TribeCX Ltd 2017
- 14. © TribeCX Ltd 2017 Customer Experience is now a Competence - not a Function
- 15. Customer Experience is now in our DNA A Perfect Product Delivered by Caring People In a Timely Fashion Supported by Effective Problem Resolution Processes © TribeCX Ltd 2017
- 16. © TribeCX Ltd 2017
- 17. 17 © TribeCX Ltd 2017
- 18. 18 © TribeCX Ltd 2017
- 19. © TribeCX Ltd 2017 Staying in front: Co-creation Differentiation Premium Pricing
- 20. 20 © TribeCX Ltd 2017
- 21. Like to read more …? REPRINT H03D2O PUBLISHED ON HBR.ORG DECEMBER 28, 2016 ARTICLE CUSTOMERS The Most Common Reasons Customer Experience Programs Fail by Ryan Smith and Luke Williams Join TribeCX Linked in group © TribeCX Ltd 2017
- 22. The CX approaches used by successful companies: Metrics Mapping Benchmarking © TribeCX Ltd 2017
- 23. © TribeCX Ltd 2017 DIFFERENTIATE!
- 24. © TribeCX Ltd 2017 24 Poll Time!
- 25. TribeCX : 4 Key Areas • Distillation of global leading CX practitioners ”how to” advice • Practical / action / outcomes focused • Agnostic / objective • Largest database of CX capabilities globally 16+ countries Goal: equip and inspire the organization to do this for themselves BECX ENGAGEMENT MODEL VIS IONDES IGNCUL TURELEAR N ING TH E TRIBECX ENGAGEMENT MODEL res four m where e and ously -in-class t do one ort nst these marks). Vision: direction and purpose – ‘why we do things’. It aligns customer experience strategy across the organisation, both internally and externally. Design: answers the question ‘what we do’. It directs the activities of customer experience implementation and delivers efficiency in execution. Culture: defines ‘how we do things’. It creates the right mindset and behaviours to deliver on authentic experiences. Learning: sharing ideas for continued improvement. It ensures organisations continuously better themselves. © TribeCX Ltd 2017
- 26. © TribeCX Ltd 2017 TribeCX : Building the Benchmark
- 27. © TribeCX Ltd 2017 OverallRespondent Vision Design Culture Learning TribeCX Benchmark Jan 2016 Multiple cross-business CX Maturity Assessment – identify and share best internal practice
- 28. Now Next Later Calibrate and build your CX Road Map
- 29. © TribeCX Ltd 2017 Take the Free TribeCX CX Readiness Assessment! (after webinar)
- 30. Want to learn more? Just starting Already underway Expert Global vibrant community on LinkedIn to learn more Our site www.TribeCX.com © TribeCX Ltd 2017
- 31. It only works when it all works! We can help: Best practice CX calibration & capability development CX toolkit & remote support Practitioner led : outcome focused Calibrate your CX @ www.TribeCX.com
- 32. Questions? David Hicks Tel: +1 347 227 5182 David.Hicks@tribecx.com www.tribecx.com @TribeCX London Office HQ Suite 1307, 601 International House, 223 Regent Street, London, W1B 2QD, England T: +44 7940 344924 Dubai Office Suite 313, Building 10, Dubai Media City, Dubai, UAE T: +971 4 390 1997 New York Office Suite 14D, 171 East 84th St New York, NY 10028 USA T: +1 347 227 5182 Vivek Bhaskaran Vivek.bhaskaran@questionpro.com www.questionpro.com @QuestionPro
Editor's Notes
- them build better customer relationships for market researchers, agencies, retailers, ecommerce…provides intelligence software that improves customer relationships to grow customer lifetime value. Makes it unique? You build relatinoships with people who are you r customers and you build it over time. We allow you to dig deeper into company’s most important assets….
- Empower over 2.5M users across 100 countries to generate insights needed to make better business decisions.
- Need to make the point here Its build on practical experience of what works What we’ll show are details of the dimensions that need to change and the practical first steps to ensure success