Customer Contact 2015, East:11th Annual

A FROST & SULL IVAN EXECUTIVE MINDXCHANGE

April 12 - 15, 2015 Sawgrass Marriott Golf Resort & SpaPonte Vedra Beach, FL

www.frost.com/ccs#CCFrost

Part of our 2015 International Customer Contact Executive MindXchange Series

STRATEGIC PARTNER

The Executive MindXchange

Chronicles offer your very own

detailed summary of the event

presentations, general sessions

and interactive sessions. You will

benefit from a thorough and

focused chronicle of the Frost &

Sullivan Executive MindXchange,

including key take-aways and

action items to implement

in your own organization. These

collections ensure you don't miss

out on any of the event sessions

and can still capture the golden

nuggets from events you were

unable to participate in.

www.frost.com/ccs

A Sample From:The Executive MindXchangeChronicles

1

11th Annual Customer Contact 2015, East:

A Frost & Sullivan Executive MindXchange

April 12—15, 2015, Sawgrass Marriott Golf Resort & Spa, Ponte Vedra Beach, FL

Dear Colleague,

At the 11th Annual Customer Contact 2015, East: A Frost & Sullivan Executive

MindXchange, we brought together top thinkers from the customer experience industry

to discuss their strategies for achieving team leadership goals, articulate best practices

for enhancing the overall customer experience and share insights about navigating

customer care in the digital economy.

In the following pages, we present the Frost & Sullivan Executive MindXchange

Chronicles, a collection of all the top ideas and key action items discussed at the

event. These valuable take-aways will help executives tackle their most pressing

customer service issues and strategize for the future as well.

Key summaries include Scott Kress, a highly accomplished team development trainer,

and President, Summit Team Building, sharing strategies for helping teams reach peak

performance levels; Bob Taylor, Chief Customer Officer, Samsung SDS America,

discussing winning innovation and customer care strategies and Jon Wolske, Culture

Evangelist, Zappos, speaking about the importance of organizational culture and the

customer experience today.

With these summaries, you’ll discover valuable insights shared at the11th Annual

Customer Contact 2015, East: A Frost & Sullivan Executive MindXchange, and

benefit from key strategies to implement at your own company.

Thank you for your participation in Frost & Sullivan’s events. I look forward to our

continued partnership and welcome any feedback you might have on the Executive

MindXchange Chronicles.

Sincerely,

Brian Fitzpatrick

Partner

Frost & Sullivan

2

11th Annual Customer Contact 2015, East:

A Frost & Sullivan Executive MindXchange

April 12—15, 2015, Sawgrass Marriott Golf Resort & Spa, Ponte Vedra Beach, FL

Table of Contents

MONDAY, April 13, 2015

WELCOME AND KEYNOTE

Reach for the Summit: Achieving Your Personal, Team and Leadership Goals__page 6

SUCCESS STORY

Innovating Customer Care: Unmet, Unstated and New Service Needs_________page 8

CONCURRENT COLLABORATION ZONES—FIRESIDE CHATS

Zone 1: The Convergence Factor: Aligning Care, Marketing and Sales to Improve the

Customer Conversation and Experience_______________________________page 10

Zone 2: Eureka! There’s An Information Goldmine in Your Contact Center____ page 11

Zone 3: The Realities of Social Customer Care _________________________page 14

Zone 4: Predictive Metrics: Coaching for Outcomes _____________________page 17

Zone 5: Leveraging the Cloud to Drive Revenue and Exceed Sales Goals ____page 19 Zone 6: Advancing Your Brand with a Great Customer Journey ____________page 21

INTERACTIVE

The Brand Experience in 2015: The Roles of Culture & Technology _________page 24

SPOTLIGHT ON

Great Examples of Customer Care, Across Industries ____________________page 26

CONCURRENT COLLABORATION ZONES—THINK TANKS

Zone 1: Driving New Revenue in New Markets through the Contact Center ___page 29

Zone 2: Big Data Insight or Big Deal? Ensuring New Customer Contact and Back Office Insights Create Enterprise Value, Not Noise ___________________________page 34

3

Zone 3: Real Time Personal Engagement with Click to Chat _______________page 37

Zone 4: Getting Real Value from Customer Experience Management: Making It Part of

the Boardroom Conversation _______________________________________page 39 Zone 5: Building an ROI Model for Customer Experience Investment ________page 42

Zone 6: Customer Experience Journey Mapping: Designing Services from Your

Customers Perspective ____________________________________________page 44

SUCCESS STORY

Using DocOps to Tap Into Customer Insights Across the Enterprise _________page 46

INTERACTIVE

Digital-Enabled Customer Care: Realizing and Operationalizing Innovation

Opportunities_____________________________________________________age 49

TRANSFORMATIONAL KEYNOTE

Customer Care Strategy in the Digital Consumer Economy ________________page 53

ASK THE EXPERTS! PANEL DISCUSSION

Is Anyone Listening? Proven Ways to Get the Enterprise to Embrace the VoC and Make

Strategic and/or Systemic Change ___________________________________page 57

CONCURRENT COLLABORATION ZONES—PEER COUNCILS

Zone 1: Strategic Thinkers Only: Forum for Seasoned Customer Contact Executives

with a Core Focus on Strategy ______________________________________page 61

Zone 2: B2B2C: When “Everyone” Owns Your Customer Relationship _______page 59

Zone 3: From Customer Agent to Customer Advocate ___________________page 65

Zone 4: Continuous Process Improvement in Customer Service ____________page 68

THE SOURCING CLINIC—WHAT, WHEN AND WHERE

Mapping Your Outsourcing Strategy and Shores ________________________page 71

CONCURRENT COLLABORATION ZONES—ROUNDTABLES

Zone 1: Applying Customer Service Techniques to the ‘Internet of Things’ ____page 72

4

Zone 2: How to Know What Data You Don’t Know; New Horizons for Small Data _______________________________________________________________page 74

Zone 3: Increasing Employee Engagement: A Purpose-Driven Loyalty Strategy page 76

Zone 4: Smarter Engagement—Data-Driven Insights for More Personal, Productive and

Predictable Customer Engagement ___________________________________page 80

Zone 5: CFO Perspective: Mastering the Economics of the Customer Contact Center _______________________________________________________________ page 84 CONCURRENT CASE HISTORIES

Ramping Up—Meet Your Peaks Efficiently and Effectively ________________page 87

New Perspectives—Developing the Emerging 21st Century Talent Pool ______page 88

CONCURRENT COLLABORATION ZONES—BEST PRACTICES

Zone 1: Co-opting Your Customers: Creating Real Time Communities to Accelerate

Care __________________________________________________________page 91

Zone 2: Metrics Made Personal: Dramatically Improving Your Bottom Line by Better

Understanding Your Customers _____________________________________page 93

Zone 3: Best Practices for Building a Seamless Multi-Channel Customer Experience _______________________________________________________________page 96

Zone 4: Effortless Engagement: Leveraging Automation for an Efficient Customer Interaction ______________________________________________________page 98

KEYNOTE

Articulating the Customer Experience Mission…Up, Down, and Across the Enterprise

______________________________________________________________page 100

EXECUTIVE INSIGHT

Through Empowerment and Trust, Memorable Customer Experiences are Made on

Purpose _______________________________________________________page 103

INSIGHT CENTERS

Pit Stop 1: Tiered Service: Are You Delivering Value to Your Organization and Your Customers _____________________________________________________page 105

Pit Stop 2: How to Facilitate Great Coaching and Mentoring ______________page 106

5

Pit Stop 3: Cohesive Customer Care Models for Industry Consolidation, Mergers & Acquisitions ____________________________________________________page 108

THE SOURCING CLINIC—HOW:

Assessing Outsourcing Vendor Capabilities; Governing the Relationship; and Deepening the Partnership ________________________________________page 110

INTERACTIVE

Inspiration to Implementation: Developing Your Day to Day Business Action Plan ______________________________________________________________page 113

__________________________________________________________________________________

KEYNOTE Articulating the Customer Experience Mission…Up, Down and Across the Enterprise PRESENTER Jon Wolske, Culture Evangelist, Zappos TIME Wednesday, April 15, 2015, at 8:45 am __________________________________________________________________________________________

Zappos has become known around the world for its approach to customer service. In

this keynote session, culture evangelist, Jon Wolske showed that there is so much more

to service than the way you WOW customers! By defining WHO they are and WHAT

they are all all about, the Zappos Family has been able to cultivate a culture of service

across their entire company. He provided the following insights into a culture of service.

TAKE AWAY

Examples of how understanding the purpose of your business can inspire results

from everyone

Insight on the Zappos history of empowered employees making all the right

decisions for the business when you establish the right guidelines—not “rules”

Results for the bottom line that have come from focusing on everything else

ACTION ITEM)S)

There are things you can do for your people in the call center. Cultivate a great

experience. We became a customer service agency. UPS gets packages as quickly as

possible. Zappos is in Las Vegas in the old City Hall building. It’s a labor- intensive job.

Are we doing business the right way?

Current vision: Our business strategy is to invest in company culture. What is company

culture? How do you capture that? It is hard to put culture into an elevator pitch. My

definition: It’s the attitudes, feelings, values and behaviors that characterize and inform

a group and its members.

Everyone is working with other people. Everyone has attitudes and feelings. We don’t

want to change who we are. We had 400 people.

We came up with 10 core values:

1. Deliver Wow through Service – Go above and beyond what people expect!

2. Embrace and Drive Change – everyone should be a part of the changes to move

the company forward

3. Create Fun and a Little Weirdness – Work Hard, but not too hard. Be yourself

4. Be Adventurous, Creative and Open-Minded - Don’t be afraid to Think big

5. Pursue Growth and Learning

6. Build Open and Honest Relationships with Communication

7. Build a Positive Team and Family Spirit

8. Do More with Less

9. Be Passionate and Determined

10. Be Humble

We are pragmatic and solutions driven. We take care of the customer. We are doing

things for the customers and we created a culture of service. In the contact center:

Unexpected success. How do you wow somebody? You are genuine and you listen.

Change is the opportunity to get to know something new. Who is responsible for

change in the organization? Everyone! Going through change is very hard. Own the

work in that job. You evolve to stay on top of the change.

BEST PRACTICE

We can’t just do what we have been doing, we have to embrace and drive

change

Wow through service

Create fun – Human nature is to make every situation fun in some way

Culture defines who you are not what you do

It is not about selling shoes and clothing accessories, it is about delivering a

great experience.

We have a purpose driven company

Who is responsible for the culture? Every person is. People follow behaviors. If

one does it, it is ok for everyone to do it.

TAKE-AWAY

At Zappos we have a culture of service. We have grown. We look at how much time

we are available to the customers, rather than using other contact center metrics we

focus on the experience. As a team we have to lead by example. We are learning a lot

of great things. The company wants them. We want the experience on the website to

be great so even if customers never have to call us, they get a sense of the culture. But

we want them to call with any question, no matter how ‘small’ it may be. It is ALL about

the experience.

ACTION ITEM(S)

The customer doesn’t want to have anything less than a great experience. We offer a

great experience. We encourage people to contact us. Have the “talk to us” easily

available on the website. How can I help you today? Let people be exceptional. They

are the exception to the rule. “If you make rules for the exceptions, you stop your

experience from being exceptional.”

Zappos has a customer loyalty team (calls, emails, live chat). We create a personal

connection with the customer. With the question “How can I help you today?” You get

a lot of information from the customer. There is a reason for the costumer, the situation

and the customer. A customer received a hand-written thank you card. And we

received feedback all the way in Las Vegas.

Every customer who calls the Customer Service Center has a story to tell. We take

care of the needs of the customer. Customers have ordered shoes and received

flowers.

Zappos customers:

75%-80% of the customers each day are returning customers

Tell their friends over 40% of the time

Shop more often (2.5 times as much as new customers)

Reward us by coming back

First impression: you only get one opportunity

Zappos customers are heard:

Needs are met

Wow

PEC (Personal Emotional Connection)

Offer of assistance for future needs

FINAL THOUGHT

Do your interactions with each other resemble the experience you give to your

customers? It only takes small steps work together by driving change.

You will benefit from a thorough and focused chronicle of the Frost & Sullivan Executive MindXchange, including key take-aways and action items toimplement in your own organization. These collections, prepared mostly by your peers,ensure you don't miss out on any of the sessions that run concurrently with those thatyou choose to attend. Simply stated, we pull out the golden nuggets of the event for you.

n Access to all notes; let us do all of the note taking for you

n Take the event home to your teammates that were unable to attend

n Ensure you benefit from all the sessions, even the ones you missed

n Never forget what you learned and who spoke at the event

n Huge savings for these esteemed chronicles for event participants

n Plus much, much more!

The all-new Executive MindXchange Chronicles* are now available for purchase.Event participants will receive savings of over 50%. Additional savings apply whenpurchased prior to the event.

Participant Pricing: Non-Participant Pricing:Pre-event: $395 $695Post-event: $495

* Frost & Sullivan makes every effort to collect and ensure the quality of individual session chronicles; however, the summaries presented in the articles are the expert opinion of the writers and inclusion/exclusion of specific material is at the discretion of eachspeaker. While every effort is made, there is no guarantee that notes for each and every session will be submitted as requested.

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12th Annual Customer Contact 2016, East:A Frost & Sullivan Executive MindXchangeApril 10 - 13, 2016* | Florida Locale*

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31st AnnualStrategic and Competitive Intelligence Professionals International Conference & ExhibitionMay 9 - 11, 2016* | East Coast Locale*

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June 6 - 9, 2016* | West Coast Locale*

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DISCLAIMER

The Executive MindXchange Chronicles discusses key insights andtake-aways from 11TH Annual Customer Contact 2015, East: A Frost& Sullivan Executive MindXchange, held April 12 - 15, 2015 / SawgrassMarriott Golf Resort & Spa, Ponte Vedra Beach, FL. Frost & Sullivanmakes every effort to ensure the quality of individual sessionChronicles; however, the summaries presented in the articles are theexpert opinion of the writers, and inclusion/exclusion of specificmaterial is at the discretion of each speaker. For more details, visitwww.frost.com/chronicles. Frost & Sullivan is not responsible for theloss of original context or the accuracy of the information presentedby the participating companies.