Evolution - Engage Customer€¦ · Evolution: The convergence of customer & employee engagement...

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Evolution:The convergence of customer &employee engagement

Claire SportonVP, Customer Experience Management

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Pinnacle of Evolution


1. Evolution Continuum

2. End Game

3. How can we Evolve?

6



2. End Game



Evolution Continuum

8


1. Research Business Tool

9


The more data, the better

The goal is to improve the score

We need to benchmark to understand

where we stand against norms

The mere act of using data is strategic

An engagement survey tells us what to do next

Common Misconceptions – VoC or VoE

10


Marketing Services Operations

2. Siloed ownership Business Ownership

11


Chief Customer Officer


12


NO Ownership

13



HR

14


3. Limited Impact Business Impact

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3. Limited Impact Business Impact

UK 9th out of 12 largest economies

Move to upper quartile =

£25.8bn

Kenexa Research 2009

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2. End Game



© 2014, Forrester Research, Inc.

State of the Art Full integration across all data including employee feedback Prioritisation framework for improvement Sophisticated business value calculations

Advanced Unsolicited feedback collection Ties in to other data sources Formal processes for taking action Executive support

Foundational Feedback from multiple channels (mostly surveys) Basic analysis and reporting Data used to drive basic fixes

End Game

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Old World

Listen Source of Insight

Client/Customer

Relationship Survey

Employee

Annual Engagement

Strategic & Process Improvement

ActReporting & Value

Follow up With Client


Team Performance



End Game

Client/Customer Employee

Follow up with ClientTeam Performance

Relationship Survey

Transactional SurveyAnnual

Engagement “VoCE”



Integration&

Analysis

Complaints

Social Media

Incoming email

CRM

HR systems

Operational data





End Game

Employee

Follow up with Client /

CustomerTeam Performance

Relationship Survey

Transactional SurveyAnnual

Engagement “VoCE”


Complaints

Social Media

Incoming Email

CRM

HR Systems

Operational Data

SmartHubTM

Client / Customer

Expertise Integrity Value Agility Collaboration





End Game – Business Value

Customer TeamStrategic & process improvement

• Email alerting - Customer “at risk”

• Portfolio Dashboard - Contacts / team feedback- CRM data - Priorities for improvement

• Client level PDF - Share results and agree

action plan

• Team analysis with customer feedback and team feedback alongside financial performance

• Coaching & resource/training notes• Identification of at risk employees• Identification of stars for recognition

• Corporate Dashboard - Key drivers for improvement

- Customers- Employees

• Driving Improvement - Project monitoring - Sharing best practice

• Predictive analytics- Will action taken drive

required level of change

•Grow trust with customer• Improved retention and growth•Team understanding of customer

priorities•Reference programme driving

advocacy•Customer centric culture

• Investment in the true drivers of engagement & satisfaction•Monitoring impact of improvement

initiatives

• Improvement of customer centricity• Improved engagement & churn•Monitoring of action for

underperformance


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End game - Virtuous spiral

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2. End Game



Employee satisfaction

Internal service quality

Employee productivity

Employee retention

External service value

Customer satisfaction

Customer loyalty

Revenue growth

Profitability

Service profit chain

1. Demonstrate the Link

22

Emp

loye

e En

gage

men

t

Customer Advocacy


Internal view

Customer view

2. Employees Perspective on CX

23


Internal view

Customer view

2. Employees Perspective on CX

24


3. Make it Personal

Sha Wai Yoong

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4. Use CJM as a Tool for Engagement

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Voice of Customer

Loyalty

Engagement

Voice of Employee

27

5. The “Glue”

Thank You


Claire Sporton, VP, Customer Experience [email protected]

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Evolution - Engage Customer€¦ · Evolution: The convergence of customer & employee engagement...

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