EXPERIENCE ‘18 “ADP: WHY CUSTOMER-CENTRICITY IS A MEASURABLE GROWTH … · 2020-05-01 · •...
Transcript of EXPERIENCE ‘18 “ADP: WHY CUSTOMER-CENTRICITY IS A MEASURABLE GROWTH … · 2020-05-01 · •...
EXPERIENCE ‘18
“ADP: WHY CUSTOMER-CENTRICITY IS A MEASURABLE GROWTH ENGINE”
Nicolle Paradise
Senior Director of Client Experience, ADP
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Hello!• 15 years architecting,
measuring, scaling, leading customer-centric organizations
• Senior Director of Client Experience at ADP
• Head of Client Experience for TEDx San Francisco
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Connected≠
Connecting
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Measuring the Value of EffortlessExperiences
1
Balancing Story-Telling and Story-Doing2
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What Does Effortless Mean?
A B
A B
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Measuring the Value of Effortless
Voice of the Customer Data
CSAT
NPS
CES
CABCJM
“So What?”
• Qualified: Why does this insight matter to the company and the customer?
• Quantified: How do you know it is true?
• Recommend: What action is recommended?
• Results: “The Strategy of Three”
=
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Why Customer Centricity Is a Measurable Growth Engine
EFFORTLESS.CX
“The Strategy of Three”
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“Measuring Success” Within Strategy + Execution
Simplify Innovate Grow
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I’m really excited by ‘no.’
‘Yes’ bores me.
Amy Pressman, President and Co-Founder of Medallia
New York Times interview, “Bored by 'Yes,’…”
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Measuring the Value of EffortlessExperiences
1
Balancing Story-Telling and Story-Doing2
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Sto·ry·tell·ing
/stôrēˌteliNG/
An account of connected events.
Sto·ry·do·ing
/stôrēˌdo͞oiNG/
An account of connected events AND measuring their impact.
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Perceptions Impacting Growth
Soft and Fluffy
Cost Center vs. Revenue Generating
• Empathy for customer friction points generates loyalty.
• Loyalty leads to advocacy.
• Advocacy leads to sustainable growth and profitability.
• It is ~7x more expensive to acquire a new customer than to retain an existing one. (Bain & Co.)
• Loyal customers are worth ~10x as much as their first purchase. (White House Office of Consumer Affairs)
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“How might I measure this
before I message this?”
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Results of Our Focus(GMMC)
Reduced Customer Efforts
• Reduced customer calls by 20%
• Increased NPS scores across portfolio. As is a loyalty metric, sales also increased.
Business Results
• Decreased bank fees by 15%
• Reinvested savings into People / Process / Technologies to address global compliance and automation opportunities.
Improved Employee Engagement
• Employee engagement increased by 2% in the first year.
• Over 250 new employees joined Corporate Social Responsibility events in first year.
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To be a growth engine, companies must do more than be connected to their customers.
“How might I measure this before I message this?”
Connecting why customers have the experiences they do is the lever for growth.
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Thank You!#EXP18Medallia