Burke’s “End to End” Customer Experiences Best Practices

Bill Barnes, Senior Vice President, Burke Inc. June 3, 2015

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What Are Your Programs Pain Points?

1. Results are not improving.

2. Results are not actionable.

3. Leadership is not engaged.

4. Don’t know what to work on.

5. Customer responses are not representative.

6. No business relevance for results.

7. Cannot disseminate the customer data to the right internal individuals in the format needed.

8. Culture is not customer centric.

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Goal: Help CX Practitioners remove their pain points by discussing 3 frameworks with supporting case studies.

Strategic Framework

Business Relevance Framework

Program Design/Execution Framework

1

2

3

4

Three Best Practices Frameworks:

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BusinessPerformance

Strategic Framework1

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Business Relevance Framework2

BusinessResults

Market Share

Gross Margin

Brand /Loyalty

Relationship Employee

Engagement Internal

ProcessesShare

of Business

Work Customer ExperiencesEmployees Customer

Behavior

Upstream Linkage Downstream Linkage

Transactions

Blueprint: Linking Your Business Performance Chain

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Mea

sure

& A

naly

ze Customer Experience/Engagement Measurement System

Sample Design& Management

BlueprintingJourney Mapping

Linkage Assessment

Scop

e &

Desig

n

Linkage AnalysisFISCAL® Simulator Digital DashboardTM

Inte

grat

e

TRACTIONTM

Act

Business Relevant IndexKey Driver Analysis

Performance vs. Competition

Normative DataBrand/Relationship/Transaction

Problem Occurrence and Resolution

Standards Development and Implementation

Program Design/Execution Framework3

Mea

sure

& A

naly

ze

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“One Measure: Let’s Keep it Simple.”Proper Use of Index Measures

• Client Quote “We live by NPS…and we die by NPS”

• NPS has served the industry well due to the leadership engagement it has created.

• Is it time to move on?

• Most critical component of an Index Measure is it’s business relevance to financial results

• Emotions? Should this have higher consideration?

• How do you make decisions?

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“One Measure: Let’s Keep it Simple.”Proper Use of Index Measures

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• Likelihood to Use again• Likely to recommend

Rational/ Cognitive

Evaluation

Customer Engagement

• Overall Satisfaction• Satisfaction with effort

0.37

Emotional Evaluation

• Confidence • Trust • Feel at Ease

0.60

R2=0.87

Share of Wallet

Does your index incorporate emotions?

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• For high frequency CX trackers what is the biggest variable on day to day results?

• Opt In vs Opt Out for marketing offers?• Geography?• Stage of CX? • Reason for call?• Etc.

• With the high volatility of NPS it is critical to understand sample variables and this needs to be controlled on the front end.

• Many program have no scientific discipline on sampling as well as statistical analysis of results

• Does your program have good market research practices on sampling and statistical precision?

“Who is Responding to Your Surveys?”Sample Variables are Critical

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“But the Customer Said…”Why not to use verbatims as your primary action vehicle

• What types of customer feedback are most actionable?

• But how “representative” are the verbatims of the total customer population ?

• Same argument with social media…

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“But the

customer

said”

inmoment webinar May 26, 2015

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“But the Customer Said…”Why not to use verbatims as your primary action vehicle

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• How comfortable do you feel changing an internal work process on 8/1000?

“But the

customer

said”

• Maybe the right thing to do…but make sure that the issue is supported by statistical key driver analysis.

1,000 Cases Resolved

Sample cleaning results in 750 Survey invitations sent

10% of customer respond = 75

Comment

s =

10%

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“I Want to See This Cut of the Data.”Best Practices on Using Digital Dissemination Tools

• Clients fall in two camps on data analysis :• What time is it?• How did you build the watch?

• Big change in the last 10 years is the development of digital dissemination tools

• Great change that the data is not housed in just one place and can be widely disseminated

• How about digital customization?

• Make the investment in digital dissemination tools that have the customization needed for your organization

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“I Want to See This Cut of the Data.”Best Practices on Using Digital Dissemination Tools

• How would you know you have the right level of digital customization?

• A Key Result Measure for your organization should be data access

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Apr, 14 May, 14 Jun, 14 Jul, 14 Aug, 14 Sep, 14 Oct, 14 Nov, 14 Dec, 14 Jan, 15 Feb, 15 Mar, 15 Apr, 140

10000

20000

30000

40000

50000

60000

70000

Total Digital Dashboard Visits by Month

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“Leadership Doesn’t Walk the Talk.”How to get Senior Leadership Engaged

• Speak to them in their language

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Business Relevance Framework2

BusinessResults

Market Share

Gross Margin

Brand /Loyalty

Relationship Employee

Engagement Internal

ProcessesShare

of Business

Work Customer ExperiencesEmployees Customer

Behavior

Upstream Linkage Downstream Linkage

Transactions

Blueprint: Linking Your Business Performance Chain

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“If I Only Worked For…”Best Practices for CX Organizational Reporting Structure

• Where does CX report Into?

• Marketing?• Operations?• Sales?• Other?

• Why can’t we find a natural home?

• Does it matter?

• “Best Practices”• Cross Functional Steering Team made up of High

Level Executives• Cross Functional Operations Team made up of

key department heads

• But remember…you have to wear many hats

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“If I Only Worked For…”Best Practices for CX Organizational Reporting Structure

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Policeman Salesman Communicator

Data Analyst Innovator Change Agent

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“Results Are In… Now What?”Best Practices on Action Planning and Execution

Lagging MeasuresCX Touchpoint Detail Attributes

Leading MeasuresOperational Measures

Easy access to shipment information

Has an intuitive web portal for shipment status

Can reach service personnel if needed

Number of hits to web portal and time on portal

Wait time in service center

The internal process and measures must be investigated and process

improvements put in place before attitudinal performance can be improved.

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“Let’s Just Pay People Based on Improvement.”How to Make Incentive Compensation Work for You

• Tie to Incentive Comp is a two edged sword

• It can generate the right organizational behavior….. and the wrong organizational behavior

• Key is balance on leading internal measures as well as external CX measures

Lagging MeasuresCX Touchpoint Detail Attributes

Leading MeasuresOperational Measures

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“Why Aren’t Results Improving?”Maybe it is your culture…

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“Why Aren’t Results Improving?”Maybe its your culture….

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CustomerEngagement

BusinessPerformance

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“Why Aren’t Results Improving?”Maybe its your culture….

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∎ Things that are important are measured. We learn that early on.• Grades for academic performance• Scores, win/lose for athletic performance • Height on closet door growing up• Financial performance for business results

∎ Measures drive behavior.• Wrong measures drive wrong behavior.• No measures drive inconsistent behavior.

∎ The right leading indicator measures are essential if you want the right lagging indicator measures.

∎ Customer Centric Culture is a leading indicator…

∎ So let’s measure Customer Centric Culture

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“Why Aren’t Results Improving?”Maybe its your culture….

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Leadership & Strategy

Messaging & Modeling

Employee Understanding &

Commitment

Product & Service Excellence

Support & Tools

Recognition and Appreciation

28 sub-attributes under 6 dimensions into one Index

Customer Centricity

Index

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“Why Aren’t Results Improving?”Maybe its your culture….

Executive Leadership Management

Customer Facing

Employees

Non-Customer

Facing Employees

Leadership 95% 82% 56% 60%

Messaging and Modeling 92% 91% 71% 83%

Employee Understanding and Commitment 79% 74% 94% 92%

Production and Service Excellence 77% 71% 68% 80%

Support and Tools 83% 75% 58% 68%

Recognition and Reinforcement 93% 92% 65% 69%

Gap Analysis

Look for internal gaps. (Are all groups equally supportive/supported?1Look for external normative comparison. (How do we compare to others?) 2

Set priorities for action. (Which improvements will have the most impact?3

Average % favorable (4,5) across dimension attributes

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Takeaways

1. Establish frameworks for your CX program that go from strategic to tactical

2. Investigate if emotions should be part of your index3. Does your program have good market research practices on

sampling and statistical precision?4. Make sure verbatim analysis is aligned with statistical

precision/key driver analysis of CX touchpoints 5. Make the investment in digital dissemination tools that have the

customization needed for your organization6. A Key Result Measure for your organization should be data access7. But remember…you have to wear many hats8. IC key is to balance on leading internal process measures as well

as external CX measures9. So let’s measure Customer Centric Culture

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Good luck in the continual improvement of your CX program

For more information…

Bill BarnesSenior Vice Presidentbill.barnes@burke.com1-513-684-7727