EXPERIENCE ‘18 Guiding Effective CX Transformations€¦ · Companies that expect to compete on...

EXPERIENCE ‘18

Guiding Effective CX Transformations

Keith Lucas, Business Improvement & Marketing

Senior Startegy Manager, BT

Brian Andrews, Senior CX Principal , Medallia

Desirree Madison-Biggs, CX VoC Programs

Design Lead, AirBnB

Medallia © Copyright 2018.

Why CX?


Interest in CX Has ExplodedCompanies that expect to compete on the basis of customer experience

Source: Gartner, "Gartner Surveys Confirm Customer Experience is the New Battlefield," October 23, 2014.

36%

89%

2011 2015

% o

f co

mp

anie

s

3


The Stock Market Rewards Loyalty Leaders

Medallia Customers

S&P500

-40%

0%

40%

80%

120%

160%

200%

2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018

To

tal C

um

ula

tive

Sto

ck R

etu

rns

(%)

Year (January of…)4


The stone after it's thrownThe word after it's said

The occasion after it's missedThe time after it's gone

4 Things You Can’t Get Back


Customer Experience EffectivenessHow effective is your company in delivering a relevant & reliable

customer experience?

Source: Harvard Business Review Analytic Services Survey, April 2017

32%

53%

15%

Not very effective

Somewhat effective

Very effective

6


Learning from the Wheel Makers

The Power of Positivity”Show Me the Money” Intentional Design

7

Medallia © Copyright 2018. 8

E C S


Schwab “Killer” Slide Illustration

Super Detractors Detractors Passive Promoters

Life

tim

eV

alu

e

11


Eliminating Pain-Points Drives Economic Value for GeneraliCustomer behavior 6 months after survey

12

Promoters actively recommend

Promoters buy 67% more

Promoters exit 61% less

Sample size: 53,9421

Cross-Sell after claims experience Sample size: 7,1142

Sample size: 140,9441

Exit rate after any experience

Detractors Promoters

67%

Detractors Promoters Detractors Promoters

+4x -61%


Capturing the Hearts and Minds of People

Keith Lucas, BT plc


BT Enterprise sell communications and IT services in the UK and

Republic of Ireland

£5Bn revenue

1.2 Million customers across Volume and

Value segments

10k employees


We had created a climate where our people spent more time walking in BT’s

shoes, than in our customers’.


This just got personal …………..

Leadership Coaching Mindset

9 things leaders do

9 skills for our People

#PlayMyPart

Voice of the Customer through Medallia


Simplifying the conversation


#PlayMyPart


Business Outcomes

Creating the Right Culture

Taking ownership

Adding value to organisation

Employee EngagementTop Quartile

Interaction NPSUP 34 pts

Relationship NPSUP 15 pts

Service Leads to Sales£150m


Guiding Effective CX Transformations

EXPERIENCE ‘18

18


From Design Thinking to Design Doing

19

Desirree Madison-Biggs,

CX VoC Programs, Design Lead, AirBnB,

CCXP Board Chair, CXPA


4.5mListings

191 81kCountries Communities


2.9mHosts

130m 5kGuests Employees


VisionTo create a world where anyone can belong anywhere


EmpathyAt the heart of design


Taking Magic from the Kingdom


Finding out about Airbnb

Browsing and exploring

possibilities

Searching for the right place

Planning the trip together

Booking a place

Staying in the listing

The guest moment of truth

Checking inTraveling to the

listing

Communicating with

the host

Exploring the destination

Checking outDeparting the

destinationGiving a review to build reputation

Sharingthe experience

Turning Empathy into Trust


“The world has become one big neighborhood to us.”DEBBIE & MICHAEL CAMPBELL


Evolution… Revolution…Foundation…


Competitors don’t put

you out of business,

your customers do

Brian Chesky, CEO


Thank You!#EXP18Medallia

EXPERIENCE ‘18 Guiding Effective CX Transformations€¦ · Companies that expect to compete on...

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