New Approach to Customer Experience Management

Modular Customer Experience Pilot ProgramsCX PILOTS

A New Approach to Center Your Organization Around Its Customers

Low Risk Quick CX Wins Designed for Your Organization

CX Pilots helps companies simplify the work of building better Customer Experience competencies.

We help increase a company’s understanding of their customers so they can serve them better.

Customer Experience ProgramsCX PILOTS

2

We provide a systematic approach to piloting quick wins that help CX leaders prioritize and focus on the things that matter most, first.

We provide a short cut to CX monetization with lower risk, lower cost and faster outcome.


3

CX “Pilots” has a dual meaning:


We are experienced & confident navigators and trusted advisors with deep backgrounds in Customer Experience, Change Management and Content Operations.

We help companies achieve momentum through quick win “pilots” which are smaller, more modularly prototyped programs that build momentum.

1

2

4

Our Customer Experience Programs are valued because they help CX leaders simplify CX Program Design and Operations through a “modular” approach.


“simplify” - all CX programs can be reduced to two elements:

1) the job of better understanding your customers

2) the job of applying that understanding to better serve your customers, systematically.

“modular” - a new strategic approach to “quick win” momentum creation in CX.

This reductive approach is both incremental and iterative. It focuses on fewer, more manageable program elements at a time to gain quicker overall program success.

5

Our approach is based on the philosophy that CX Programs:

have to be pragmatic & simplified.

have to be successful, faster.

have to be more modular to be managed.

have to be measurable.

have to engage employees.


1

2

3

4

5

6


How CX Pilots works with companies.

Run CX Pilots

Is there an existing CX Program?

Set up internal CX Workshops Build

CX Compass

NO

YES Perform CX Flight Check

(assessments)

Assessments

Value/Business Case

Design

Build

Measure

Govern/Support Sobriety Test

Operations

Transactions

Stakeholders

Relationships

Revenue

Test, Rapid Iteration

Role-based Performance Management Dashboards

Define a customer experience strategy that describes the intended customer

experience.

Solicit customer feedback about their experiences through

surveys and/or interviews.

Evaluate company’s ability to design to

meet customer experiences.

Research viability of

channel penetration.

Define a consistent set of customer

experience standards across the

organization.

Run

CX

Pilo

ts

Feedback Loop

Follow the CX Flight Path

7

CX Pilots has three CX Services:


Custom CX Assessments

CX Workshops

CX Consulting/Support

…and two CX Tools:CX Flight Check (comprehensive assessments)

CX Compass (CX Program Blueprint and Roadmap)

1

2

3

1

2

8

The CX Flight Check helps each organization measure and thoroughly understand where their CX Program stands by setting the proper benchmarks.


• Strategy & Alignment • Awareness of Customer • Design Practices • Touchpoints • Performance Measurement • Governance • CX Culture

The CX Pilots Flight Check measures six dimensions:

1) Company Sobriety 2) CX Operational Metrics 3) Offering/ Transactional

4) Stakeholder• Vision/Mission Check • Priorities Check • Leadership Support • Total Current Culture • Employee Engagement • Ability to Govern • Optimism • Funding

5) Relationship 6) Revenue

• Web Usability • Offering Adoption • Conversions • Competitive Position • Trust Rating • Transaction Time • Channel Cohesion

• Mystery Shopper Score • Sentiment Score • Attrition/Churn • Cross/Up Selling • Employee Connectedness • Measurability • Customer Defection

• Satisfaction Score • Social Participation • Referral Activity • Customer Tenure • Purchase Frequency • Loyalty Infrastructure • Total Interactions

• Average Orders • Activation Costs • Customer Lifetime Value • Cart Abandonment • Revenue from CXTh

e M

easu

res 1 2 3 4 5 6

Operational Transactional Stakeholder Relationship Revenue

Average Cycle Times Timeliness First-Call Resolution Rates Number of Support Requests Brand Perception (Recognition, Credibility, Relevance, Influence) Delivery Timeliness/ Accuracy Tolerance of New Processes Accuracy of Inventory and Pricing

Competitive Benchmarks Product Review Ratings Brand Value Trust Rating Brand Advocates/Net Promoters

Customer Sat Scores Social Network Participation Customer and Employee Referrals Average Customer Tenure Purchase Frequency Loyalty Program Enrolled/Participating No. of Customers Interacting Customer Defect Rates

Mystery Shopper Scores Sentiment Scores Customer Attrition/Churn No. of Product or Service Upgrades No. of Repeat Orders No. of Customers "Likely to Defect"

Price Sensitivity Website Usability Adoption of New Products Product Return Rates End-to-End Transaction Times

Average Order Size Deactivation/Reactivation Costs Cart Abandonment Rates Revenue Attributable to CX Improvement

Sobriety

Leadership Alignment Apathy Culture Readiness Total Employee Engagement Sandbagging/Resistance Mid-level support Ability to Communicate Change Collective Ambition of Participants Excitement in Innovation

The

Met

rics 1 2 3 4 5 6

The

Das

hboa

rds

9


10

Strategy & Alignment

Awareness of Customer

Design Practices

Touchpoints

Performance Measurement

CX Culture

CX Program Communications

Platforms, Frameworks & Models

Marketing/E-business

IT

Customer Support

Operations

Executive Level Team

Our CX Flight Check solves the problem that prevents good organizations from realizing the benefits of strategic CX Programs. They don’t receive the funding because of the disparity in perceived value and urgency. We help close that gap.

1.0 3.0 2.0 2.0 0.5 1.0 1.0 1.4

3.0 4.0 4.0 4.25 2.25 2.4 5.5 1.0

5.0 6.0 2.0 5.0 5.0 4.4 5.5 8.0

7.0 8.5 7.25 3.2 4.4 3.3 4.0 4.99.5 9.2 9.2 5.8 9.5 8.9 8.75 4.5

8.5 pts. 6.2 pts. 7.2 pts. 3.8 pts. 9.0 pts. 7.9 pts. 7.75 pts. 7.0 pts.



Design Practices Touchpoints Performance

Measurement CX Culture CX Program Communications


We surveyed 5 people in 5 representative departments on how well they thought they were meeting customer needs based on these 8 dimensions.

What we found is what we believe is a significant answer to the question, “why aren’t we doing a better job at serving the needs of our customers systematically, as a holistic organization.”

• No one is looking at the same picture, in the same way. • CYA is rampant. • Answers are biased and point to a business case for increased funding befitting specific agendas. • There are varying degrees of proximity or separation from the true customer experience.

BOTTOM LINE: You cannot set out to fix what you don’t understand to be broken. ANSWER: Custom designed CX Maturity Assessments administered more strategically.

Max Disparity

The CX Compass helps each organization take actionable intelligence from the CX Flight Check so they can set the right direction or CX Flight Path.

The direction defines the CX Program Strategy and Operations approach.


11

Customer Experience Program Management



Design Practices

Touchpoints


Governance

CX Culture



Share customer experience strategy with all employees.


experience.

Align the strategy with overall

company strategy.

Align the strategy with the company's

brand attributes.Establish social

channel strategy.



Collect unsolicited customer feedback

(e.g., by mining calls, emails, or

social media posts).

Gather employees input re: their

experiences with customers.

Evaluate employee roles in delivering

the customer experience.

Conduct observational

research studies in customers' natural

environment.

Analyze customer insights to identify key customer pain

points and opportunities.

Analyze customer insight from different

organizational boundaries to identify

disparity.

Document customer

understanding in a way that is easy for employees to understand and

use.

Create customer personas.

Create customer

journey maps/atlases.

Create role-based voice of the

customer reports.

Freely distribute CX documentation via training sessions.

Use iterative ideation,

prototyping, and evaluation as part of the experience design process.

Define/redefine an agile customer

experience design process.



Evaluate how to respond when a new

experience is introduced or an

existing experience is changed.

Conduct customer experience strategy town hall meetings with all employees.

Start and staff a CX Center of

Excellence.

Gain Executive-level sponsorship for the company’s focus on

customer experience.

Identify how to integrate CX into

company performance

measurement.

Define/redefine customer

experience design requirements

standards.

Use Awareness of Customer

deliverables to define CX project

requirements.

Map the existing customer

experience ecosystem.

Identify interdependencies

among people, processes, & tech

that shape interactions with

customers.

Engage customers, partners, employees

as part of the experience design process (e.g., co-

creation).

Couple UX and CX practices to ensure alignment between

design for individuals and groups.

Publish ideation /prototyping, on an internal employee blog to gain wide-

reaching feedback.

Publish & distribute CX outcome reports/

access to dashboards on CX

blog.

Define a customer experience quality

framework that aligns with how

customers judge an experience.

Roll-out CX Quality Framework consistently across

the organization (e.g., channels, lines

of business).

Illustrate how each group, role, and

individual contributes to customer

experience quality.

Define the subsets of customer experience

metrics.

Measure how customers

perceive their experiences with the organization.

Collect descriptive metrics about each

experience that provide context for

customer perceptions.

Analyze CX metrics for

differences in experience quality per key segments.

Analyze CX metrics for differences in experience quality

per key tasks.


differences in experience quality per key aspects of

CX.

Share customer experience metrics and models with all

employees.

Model the relationship between drivers of CX quality /customer perceptions of their experiences/business outcomes.

Conduct CX performance

training sessions to employees.

Adjust the design for new experience reflecting change

via policy, process, product, technology.



organization.

Align the customer experience strategy

to project evaluation, funding &

prioritization decisions.

Maintain a dedicated queue of customer

experience improvement

projects.

Integrate CX criterion into policy,

processes, technology, and communications

decisions.

Adjust CX program tactics or resource allocations based

on outcomes.

Review CX program status and metrics

regularly to monitor progress toward meeting business

goals.

Assign role-specific CX

management tasks to employees as a

requirement of their positions.

Evaluate employee performance against role-

specific customer experience

metrics.

Coordinate across groups that share responsibility for a given experience.

Tie raises, bonuses,

promotions to performance on

CX metrics.

Screen candidates for customer-

centric values as part of the hiring

and selection process.

Screen new hires for specific strategic CX skills skills.

Train employees to deliver on their part of the organization's

customer experience strategy.

Communicate the importance of CX

to every constituent.

Collect and share stories of customer

experience best practices across the

employee base.

Reinforce the importance of

customer experience and what it takes to

deliver it.

Use informal rewards and

celebrations to highlight exemplary

customer-centric behavior.

Share customer understanding

with all employees.

Create an internal CX CoE

Blog.

Publish customer personas and

journey maps with directions and explanations.

Create an internal CX

content strategy.

Write blog articles from UX & CX

designers about how to design for

experiences.

Establish User-Centered Design

Approach

Research viability of channel

penetration.Map total channel

ecosystem.

Refine Web analytics

ecosystem.

Develop Web traffic

Acquisition Model (SEO).

Develop social listening/

connection platform.

Distribute content across relevant

channels.

Develop mobile-specific channel

strategy.

Develop channel-relative patterns of

content re-use.

Develop strong bridges between online and offline

channels.

Develop channel measurement

approach.

Persistently measure

performance of CX and content per

channel.

Publish video blog post from

executive about the importance of

CX.

Publish CX employees

interviews about impact of CX on

their roles.

Hold all employee town

hall from executives and CX lead about

progress.

Publish videos demonstrating

how CX, Leadership & IT

are coming together.

Publish ongoing progress of CX

program to illustrate

momentum.



their roles.

Hold all employee town hall recognizing key employees

in advancing CX.


how leadership is using CX to

measure company performance.



momentum.

Develop Content Operations model (Strategy, creation,

activation).

Develop campaign

management platform.

Establish Email marketing program.

Integrate user tracking/interaction

platform.

Integrate e-commerce

into CX.

Track campaign performance (ROMI).

Develop community


Establish end-to-end personalization

framework.

Create content consumption

tracking model.

Establish testing

sandbox.

Integrate marketing

automation framework.

Develop central hub for user profile data.

Build up customer profile data (on-offline).

Develop internal alerts (KPI reflexes).

Develop predictive analytics (business

intelligence) capability.

Automate decision

priorities (CTAs, promotions).

Train employees to get involved in social media to

expand company’s reach.

Create internal employee CX

advisory board.

Create an employee rotation program that cross trains people

on key CX roles.

Develop a CX Knowledge base.

Hold open-enrollment classes for employees to gain training on

CX measurement.

Develop a collective ambition

program around CX.


CX Flight Check :: The Total CX Program Ecosystem

12

Professional / Financial

Services Example



experience.


company strategy.


brand attributes.



Excellence.




company performance

measurement.


Strategy & Alignment•Define a customer experience strategy that describes the intended customer experience.

•Align the strategy with overall company strategy.

•Align the strategy with the company's brand attributes.

•Gain Executive-level sponsorship for the company’s focus on customer experience.

•Conduct customer experience strategy town hall meetings with all employees.

•Share customer experience strategy with all employees.

•Identify how to integrate CX into company performance measurement.

•Start and staff a CX Center of Excellence



Design Practices

Touchpoints


Governance

CX Culture



Customer Experience Program ManagementCX Compass

13


Awareness of Customer•Solicit customer feedback about their experiences through surveys and/or interviews.

•Collect unsolicited customer feedback (e.g., by mining calls, emails, or social medCollect unsolicited customer feedback (e.g., by mining calls, emails, or social media posts).

•Gather employees input re: their experiences with customers.

•Evaluate employee roles in delivering the customer experience.

•Conduct observational research studies in customers' natural environment.

•Analyze customer insights to identify key customer pain points and opportunities.

•Analyze customer insight from different organizational boundaries to identify disparity.

•Document customer understanding in a way that is easy for employees to understand and use.

•Create customer personas.

•Create customer journey maps/atlases.

•Create role-based voice of the customer reports.

•Freely distribute CX documentation via training sessions.












environment.





disparity.

Document customer


use.


Create customer



customer reports.




Design Practices

Touchpoints


Governance

CX Culture




14



CX Compass

Design Practices•Evaluate company’s ability to design to meet customer experiences.

•Define/redefine customer experience design requirements standards.

•Define/redefine an agile customer experience design process.

•Evaluate how to respond to a new experience or change an existing experience.

•Use Awareness of Customer deliverables to define CX project requirements.

•Identify interdependencies among people, processes, & tech shaping customer interactions.

•Establish User-Centered Design Approach.

•Engage customers, partners, employees in the experience design process (e.g., co-creation).

•Map the existing customer experience ecosystem.

•Couple UX and CX practices to ensure alignment between design for individuals and groups.

•Use iterative ideation, prototyping, and evaluation as part of the experience design process.

•Make new experience design adjustments reflecting change (policy, process, product, tech).

•Publish ideation /prototyping, on an internal employee blog to gain wide-reaching feedback.












standards.



requirements.






customers.



creation).




reaching feedback.


Approach





Design Practices

Touchpoints


Governance

CX Culture



15


Touchpoints and Channels•Research viability of channel penetration.

•Map total channel ecosystem.

•Establish social channel strategy.

•Develop mobile-specific channel strategy.

•Develop social listening/connection platform.

•Distribute content across relevant channels.

•Develop Web traffic Acquisition Model (SEO).

•Develop channel-relative patterns of content re-use.

•Develop strong bridges between online and offline channels.

•Develop channel measurement approach.

•Persistently measure performance of CX and content per channel.

Establish social channel strategy.


penetration.

Map total channel ecosystem.

Develop Web traffic





channels.


strategy.


content re-use.


channels.


approach.



channel.



Design Practices

Touchpoints


Governance

CX Culture




16


Performance Measurement•Define a customer experience quality framework that aligns with how customers judge an experience.

•Roll-out CX Quality Framework consistently across the organization (e.g., channels, lines of business).

•Illustrate how each group, role, and individual contributes to customer experience quality.

•Measure how customers perceive their experiences with the organization.

•Define the subsets of customer experience metrics.

•Collect descriptive metrics about each experience that provide context for customer perceptions.

•Analyze CX metrics for differences in experience quality per key aspects of CX.

•Analyze CX metrics for differences in experience quality per key segments.

•Conduct CX performance training sessions to employees.

•Analyze CX metrics for differences in experience quality per key tasks.

•Model the relationship between drivers of CX quality /customer perceptions of their experiences/business outcomes.

•Publish & distribute CX outcome reports/ access to dashboards on CX blog.

•Share customer experience metrics and models with all employees.



blog.






of business).



experience quality.


metrics.








Analyze CX metrics for differences in experience quality

per key tasks.



CX.


employees.





ecosystem.



Design Practices

Touchpoints


Governance

CX Culture




17


Governance•Define a consistent set of customer experience standards across the organization.

•Align the customer experience strategy to project evaluation, funding & prioritization decisions.

•Integrate CX criterion into policy, processes, technology, and communications decisions.

•Review CX program status and metrics regularly to monitor progress toward meeting business goals.

•Adjust CX program tactics or resource allocations based on outcomes.

•Maintain a dedicated queue of customer experience improvement projects.

•Assign role-specific CX management tasks to employees as a requirement of their positions.

•Evaluate employee performance against role-specific customer experience metrics.

•Coordinate across groups that share responsibility for a given experience.



organization.






projects.



decisions.


on outcomes.


regularly to monitor progress toward meeting business

goals.






metrics.

Coordinate across groups that share responsibility for a given experience.



Design Practices

Touchpoints


Governance

CX Culture




18


CX Culture•Screen candidates for customer-centric values as part of the hiring and selection process.

•Screen new hires for specific strategic CX skills skills.

•Train employees to deliver on their part of the organization's customer experience strategy.

•Communicate the importance of CX to every constituent.

•Collect and share stories of customer experience best practices across the employee base.

•Develop a collective ambition program around CX.

•Hold open-enrollment classes for employees to gain training on CX measurement.

•Tie raises, bonuses, promotions to performance on CX metrics.

•Reinforce the importance of customer experience and what it takes to deliver it.

•Use informal rewards and celebrations to highlight exemplary customer-centric behavior.

•Train employees to get involved in social media to expand company’s reach.

•Create internal employee CX advisory board.

•Create an employee rotation program that cross trains people on key CX roles.



CX metrics.











employee base.



deliver it.







advisory board.


on key CX roles.


CX measurement.

Develop a collective ambition program around

CX.



Design Practices

Touchpoints


Governance

CX Culture




19



•Publish CX employees interviews about impact of CX on their roles.

•Publish videos demonstrating how CX, Leadership & IT are coming together.

•Publish ongoing progress of CX program to illustrate momentum.

•Hold all employee town hall recognizing key employees in advancing CX.

•Publish videos demonstrating how leadership is using CX to measure company performance.

•Publish ongoing progress of CX program to illustrate further, ongoing momentum.


with all employees.


Blog.




content strategy.



experiences.



CX.



their roles.



progress.






momentum.



their roles.


in advancing CX.






momentum.

•Create an internal CX CoE Blog.

•Share customer understanding with all employees.

•Create an internal CX content strategy.

•Publish customer personas and journey maps with directions and explanations.

•Write blog articles from UX & CX designers about how to design for experiences.

•Publish video blog post from executive about the importance of CX.

•Hold all employee town hall from executives and CX lead about progress.



Design Practices

Touchpoints


Governance

CX Culture




20



•Create content consumption tracking model.

•Develop central hub for user profile data.

•Build up customer profile data (on-offline).

•Establish testing sandbox.

•Develop internal alerts (KPI reflexes).

•Integrate marketing automation framework.

•Develop predictive analytics (business intelligence) capability.

•Develop a CX Knowledge base.

•Automate decision priorities (CTAs, promotions).

•Develop Content Operations model (Strategy, creation, activation).

•Develop campaign management platform.

•Establish Email marketing program.

•Integrate user tracking/interaction platform.

•Develop community management platform.

•Establish end-to-end personalization framework.

•Track campaign performance (ROMI).

•Integrate e-commerce into CX.


activation).

Develop campaign




platform.


into CX.


Develop community



framework.Create content consumption

tracking model.






Automate decision


Establish testing

sandbox.

Integrate marketing automation framework.




Design Practices

Touchpoints


Governance

CX Culture




21





experience.


company strategy.


brand attributes.Establish social channel strategy.












environment.



disparity.

Document customer


use.


Create customer



customer reports.













Excellence.




company performance

measurement.



standards.



requirements.






customers.



creation).




reaching feedback.



blog.






of business).



experience quality.


metrics.








Analyze CX metrics for differences in

experience quality per key tasks.



CX.


employees.








organization.






projects.



decisions.


on outcomes.


regularly to monitor progress toward

meeting business goals.






metrics.

Coordinate across groups that share

responsibility for a given experience.



CX metrics.











employee base.



deliver it.





with all employees.


Blog.




content strategy.



experiences.


Approach



ecosystem.


ecosystem.

Develop Web traffic





channels.


strategy.


content re-use.


channels.


approach.



channel.



CX.



their roles.



progress.






momentum.



their roles.


in advancing CX.






momentum.


activation).

Develop campaign




platform.


into CX.


Develop community



framework.

Create content consumption

tracking model.

Establish testing

sandbox.

Integrate marketing

automation framework.






Automate decision





advisory board.


on key CX roles.



CX measurement.

Develop a collective ambition program around

CX.



CX Compass :: Module Selection Based on CX Flightcheck Outcome



Design Practices

Touchpoints


Governance

CX Culture



22





experience.


company strategy.














environment.




Create customer











company performance

measurement.



standards.








of business).


metrics.





organization.






projects.


on outcomes.






with all employees.


Blog.


Approach



ecosystem.


ecosystem.




strategy.


activation).

Develop campaign





Design Practices

Touchpoints


Governance

CX Culture



CX Compass :: Module Selection Based on CX Flightcheck Outcome

23




experience.


company strategy.















Create customer











company performance

measurement.



standards.








of business).


metrics.





organization.






projects.


on outcomes.






with all employees.


Blog.


Approach


penetration.

Map total channel ecosystem.


ecosystem.




strategy.


activation).

Develop campaign



Phase One Phase Two Phase Three Support Phase

CX Compass :: Phased, Modular Program Development



Design Practices

Touchpoints


Governance

CX Culture




24

If you are a Customer Experience leader in your company and you want to learn about an exciting new way to approach cost, speed, risk, effectiveness and engagement in CX within your organization, we would be happy to start a dialog with you.


Chief Customer Officer VP-Customer Experience VP-Client Services VP-Customer Satisfaction & Quality VP-Customer Operations VP-Global Client Insight SVP-Customer Success VP-Customer Care & Support VP-Sales Ops & Business Development Head of Quality & Planning Director-Customer Experience Director-Customer Experience Specialists Director-Customer Advocacy Director-Global Client Insight Director-Customer Marketing Director-Strategic Products Manager- Customer Experience Manager-Segment Analytics & Loyalty Manager- Customer Loyalty Development Manager-Customer Marketing Manager-Customer Voice CRM Department Leader Customer Experience Lead Customer Engagement Champion Manager of Customer Excellence Deployment

Our

Clie

nts

Are

:

25


About CX Pilots

Follow Us On

CX Pilots is a new voice, idea and approach to CX programs. Our strategic approach helps the C-Suite down to the front line, close the gap between the organization and its customer while lowering the cost of CX Program implementation. 100% of CX Pilot’s program implementations decrease the risk inherent in embedding Customer-centricity into the organizations while speeding up the cycle time to start seeing quick wins. We are momentum-builders who know how to create internal coalitions, eliminate program and adoption friction by partnering with leadership on the goals and initiative execution, and engage employees in incremental digestible change programs and that ultimately yield critical CX outcomes. CX Pilots predicates is success on more meaningful, in-depth and precise CX Maturity assessments that are built custom to each organization.

CXPILOTS.COM Copyright © 2016. CX Pilots, Inc. All rights reserved. 041616

26

https://www.linkedin.com/in/stevenkeith
















http://www.cxpilots.com
















https://www.facebook.com/cxpilots
















https://plus.google.com/u/0/+StevenKeith/posts
















http://www.cxpilots.com/#insights
















http://cxpilots.com

Modular Customer Experience Pilot Programs CX PILOTS

©CX PILOTS cxpilots.com Steven Keith, CX Program Architect [email protected] (919) 771-5219

27

Low Risk Quick CX Wins Designed for Your Organization

http://cxpilots.com

New Approach to Customer Experience Management

Marketing

Transcript of New Approach to Customer Experience Management