Taking Guest Surveying from Good to Great€¦ · 5 PILLARS OF CX SUCCESS • Capture feedback at...
Transcript of Taking Guest Surveying from Good to Great€¦ · 5 PILLARS OF CX SUCCESS • Capture feedback at...
![Page 1: Taking Guest Surveying from Good to Great€¦ · 5 PILLARS OF CX SUCCESS • Capture feedback at every key touchpoint & moment • Close the loop. Continuous Innovation Connected](https://reader035.fdocuments.us/reader035/viewer/2022081404/5f0432147e708231d40cc90f/html5/thumbnails/1.jpg)
Taking Guest Surveying from Good to Great
Kurt KinscherfSenior Account Manager, Inntopia Marketing Cloud
![Page 2: Taking Guest Surveying from Good to Great€¦ · 5 PILLARS OF CX SUCCESS • Capture feedback at every key touchpoint & moment • Close the loop. Continuous Innovation Connected](https://reader035.fdocuments.us/reader035/viewer/2022081404/5f0432147e708231d40cc90f/html5/thumbnails/2.jpg)
“89% of companies will compete primarily on the
basis of Customer Experience by the end of
2016”-Gartner
“93% of CMOs say the Customer Loyalty and Experience is a top 5
strategic priority”
-Fordham CMO Study
![Page 3: Taking Guest Surveying from Good to Great€¦ · 5 PILLARS OF CX SUCCESS • Capture feedback at every key touchpoint & moment • Close the loop. Continuous Innovation Connected](https://reader035.fdocuments.us/reader035/viewer/2022081404/5f0432147e708231d40cc90f/html5/thumbnails/3.jpg)
Isn’t My Survey Good Enough?
well…
![Page 4: Taking Guest Surveying from Good to Great€¦ · 5 PILLARS OF CX SUCCESS • Capture feedback at every key touchpoint & moment • Close the loop. Continuous Innovation Connected](https://reader035.fdocuments.us/reader035/viewer/2022081404/5f0432147e708231d40cc90f/html5/thumbnails/4.jpg)
Customer Experience Management (CXM)
Customer Experience Management (CXM) is the discipline of
embedding customer insight into every critical decision,
improving how you perform at every level of your organization
![Page 5: Taking Guest Surveying from Good to Great€¦ · 5 PILLARS OF CX SUCCESS • Capture feedback at every key touchpoint & moment • Close the loop. Continuous Innovation Connected](https://reader035.fdocuments.us/reader035/viewer/2022081404/5f0432147e708231d40cc90f/html5/thumbnails/5.jpg)
Isn’t My Survey Good Enough?
well…
Survey• Passive• Ad Hoc• Open Loop• Point in Time Reporting• Low Transparency• Limited Distribution• Static
CXM• Pro-active• Continuous• Closed Loop• Real-Time Reporting• Available across org• Cross Dept. Distribution• Dynamic
![Page 6: Taking Guest Surveying from Good to Great€¦ · 5 PILLARS OF CX SUCCESS • Capture feedback at every key touchpoint & moment • Close the loop. Continuous Innovation Connected](https://reader035.fdocuments.us/reader035/viewer/2022081404/5f0432147e708231d40cc90f/html5/thumbnails/6.jpg)
5 PILLARS OF CX SUCCESS
CXM
Culture & Leadership
CX MgmtSystem
Customer Intelligence
Connected Employees
Continuous Innovation
CUSTOMER EXPERIENCE
MANAGEMENT
Source: Qualtrics Insight Summit 2017
![Page 7: Taking Guest Surveying from Good to Great€¦ · 5 PILLARS OF CX SUCCESS • Capture feedback at every key touchpoint & moment • Close the loop. Continuous Innovation Connected](https://reader035.fdocuments.us/reader035/viewer/2022081404/5f0432147e708231d40cc90f/html5/thumbnails/7.jpg)
5 PILLARS OF CX SUCCESS
Continuous Innovation
Connected Employees
Customer Intelligence
CX MgmtSystem
CXM
Culture & Leadership
CUSTOMER EXPERIENCE
MANAGEMENT
• Gain executive sponsorship
• Publish CX values
![Page 8: Taking Guest Surveying from Good to Great€¦ · 5 PILLARS OF CX SUCCESS • Capture feedback at every key touchpoint & moment • Close the loop. Continuous Innovation Connected](https://reader035.fdocuments.us/reader035/viewer/2022081404/5f0432147e708231d40cc90f/html5/thumbnails/8.jpg)
5 PILLARS OF CX SUCCESS
CXM• CXM Mission Statement• Determine Primary KPIs
• Net Promoter Score (NPS)
PUBLISH CXM VALUES
![Page 9: Taking Guest Surveying from Good to Great€¦ · 5 PILLARS OF CX SUCCESS • Capture feedback at every key touchpoint & moment • Close the loop. Continuous Innovation Connected](https://reader035.fdocuments.us/reader035/viewer/2022081404/5f0432147e708231d40cc90f/html5/thumbnails/9.jpg)
5 PILLARS OF CX SUCCESS
CXM• CXM Mission Statement• Determine Primary KPIs
• Net Promoter Score (NPS)• Resolution Time
• Set Realistic Goals & Benchmarks• CXM should be central to all levels of
organizational culture
Net Promoter Score
How likely are you to recommend company Xto a friend, colleague or relative?
0 1 2 3 4 5 6 7 8 9 10
Detractor Passive Promoter
Net Promoter Score
% Promoter
% Detractor
![Page 10: Taking Guest Surveying from Good to Great€¦ · 5 PILLARS OF CX SUCCESS • Capture feedback at every key touchpoint & moment • Close the loop. Continuous Innovation Connected](https://reader035.fdocuments.us/reader035/viewer/2022081404/5f0432147e708231d40cc90f/html5/thumbnails/10.jpg)
5 PILLARS OF CX SUCCESS
CXM• CXM Mission Statement• Determine Primary KPIs
• Net Promoter Score (NPS)• Custom Scoring• Resolution Time
• Set Realistic Goals & Benchmarks• CXM should be central to all levels of
organizational culture
PUBLISH CXM VALUES
![Page 11: Taking Guest Surveying from Good to Great€¦ · 5 PILLARS OF CX SUCCESS • Capture feedback at every key touchpoint & moment • Close the loop. Continuous Innovation Connected](https://reader035.fdocuments.us/reader035/viewer/2022081404/5f0432147e708231d40cc90f/html5/thumbnails/11.jpg)
5 PILLARS OF CX SUCCESS
Continuous Innovation
Connected Employees
Customer Intelligence
CX MgmtSystem
CXM
Culture & Leadership
CUSTOMER EXPERIENCE
MANAGEMENT
• Gain executive sponsorship
• Publish CX values• Align departments• Benchmark against
competitors
![Page 12: Taking Guest Surveying from Good to Great€¦ · 5 PILLARS OF CX SUCCESS • Capture feedback at every key touchpoint & moment • Close the loop. Continuous Innovation Connected](https://reader035.fdocuments.us/reader035/viewer/2022081404/5f0432147e708231d40cc90f/html5/thumbnails/12.jpg)
5 PILLARS OF CX SUCCESS
• Capture feedback at every key touchpoint & moment
• Close the loop
Continuous Innovation
Connected Employees
Customer Intelligence
CX MgmtSystem
CXM
Culture & Leadership
CUSTOMER EXPERIENCE
MANAGEMENT
![Page 13: Taking Guest Surveying from Good to Great€¦ · 5 PILLARS OF CX SUCCESS • Capture feedback at every key touchpoint & moment • Close the loop. Continuous Innovation Connected](https://reader035.fdocuments.us/reader035/viewer/2022081404/5f0432147e708231d40cc90f/html5/thumbnails/13.jpg)
5 PILLARS OF CX SUCCESS
CXM
• Derive a system to immediately address pain points
• Create automated system to assign follow up to relevant departments
• Track and manage issue resolution across organization
• Manually create tickets for non-standard issues requiring resolution
• Empower staff to “make it right” in real time
• Set goals and track over time• Measure impact of resolution programs
CLOSE THE LOOP
![Page 14: Taking Guest Surveying from Good to Great€¦ · 5 PILLARS OF CX SUCCESS • Capture feedback at every key touchpoint & moment • Close the loop. Continuous Innovation Connected](https://reader035.fdocuments.us/reader035/viewer/2022081404/5f0432147e708231d40cc90f/html5/thumbnails/14.jpg)
5 PILLARS OF CX SUCCESS
CXM• CXM Mission Statement• Determine Primary KPIs
• Net Promoter Score (NPS)• Resolution Time
• Set Realistic Goals & Benchmarks• CXM should be central to all levels of
organizational culture
Close the LoopQualtrics Vocalize Ticketing
![Page 15: Taking Guest Surveying from Good to Great€¦ · 5 PILLARS OF CX SUCCESS • Capture feedback at every key touchpoint & moment • Close the loop. Continuous Innovation Connected](https://reader035.fdocuments.us/reader035/viewer/2022081404/5f0432147e708231d40cc90f/html5/thumbnails/15.jpg)
5 PILLARS OF CX SUCCESS
• Capture feedback at every key touchpoint & moment
• Close the loop• Manage with role-
based views of performance
Continuous Innovation
Connected Employees
Customer Intelligence
CX MgmtSystem
CXM
Culture & Leadership
CUSTOMER EXPERIENCE
MANAGEMENT
![Page 16: Taking Guest Surveying from Good to Great€¦ · 5 PILLARS OF CX SUCCESS • Capture feedback at every key touchpoint & moment • Close the loop. Continuous Innovation Connected](https://reader035.fdocuments.us/reader035/viewer/2022081404/5f0432147e708231d40cc90f/html5/thumbnails/16.jpg)
5 PILLARS OF CX SUCCESS
CXM• CXM Mission Statement• Determine Primary KPIs
• Net Promoter Score (NPS)• Resolution Time
• Set Realistic Goals & Benchmarks• CXM should be central to all levels of
organizational culture
Manage PerformanceQualtrics Vocalize Role Based Dashboards
![Page 17: Taking Guest Surveying from Good to Great€¦ · 5 PILLARS OF CX SUCCESS • Capture feedback at every key touchpoint & moment • Close the loop. Continuous Innovation Connected](https://reader035.fdocuments.us/reader035/viewer/2022081404/5f0432147e708231d40cc90f/html5/thumbnails/17.jpg)
5 PILLARS OF CX SUCCESS
• Capture feedback at every key touchpoint & moment
• Close the loop• Manage with role-
based views of performance
• Integrate with CRM and operations
Continuous Innovation
Connected Employees
Customer Intelligence
CX MgmtSystem
CXM
Culture & Leadership
CUSTOMER EXPERIENCE
MANAGEMENT
![Page 18: Taking Guest Surveying from Good to Great€¦ · 5 PILLARS OF CX SUCCESS • Capture feedback at every key touchpoint & moment • Close the loop. Continuous Innovation Connected](https://reader035.fdocuments.us/reader035/viewer/2022081404/5f0432147e708231d40cc90f/html5/thumbnails/18.jpg)
5 PILLARS OF CX SUCCESS
• Conduct the research to drive strategic decision making
• Measure key relationships
• Segment customers and drivers of performance
Continuous Innovation
Connected Employees
Customer Intelligence
CX MgmtSystem
CXM
Culture & Leadership
CUSTOMER EXPERIENCE
MANAGEMENT
![Page 19: Taking Guest Surveying from Good to Great€¦ · 5 PILLARS OF CX SUCCESS • Capture feedback at every key touchpoint & moment • Close the loop. Continuous Innovation Connected](https://reader035.fdocuments.us/reader035/viewer/2022081404/5f0432147e708231d40cc90f/html5/thumbnails/19.jpg)
5 PILLARS OF CX SUCCESS
CXM• CXM Mission Statement• Determine Primary KPIs
• Net Promoter Score (NPS)• Resolution Time
• Set Realistic Goals & Benchmarks• CXM should be central to all levels of
organizational culture
Segment CustomersWho is driving performance
Intent to Return
![Page 20: Taking Guest Surveying from Good to Great€¦ · 5 PILLARS OF CX SUCCESS • Capture feedback at every key touchpoint & moment • Close the loop. Continuous Innovation Connected](https://reader035.fdocuments.us/reader035/viewer/2022081404/5f0432147e708231d40cc90f/html5/thumbnails/20.jpg)
5 PILLARS OF CX SUCCESS
CXM• CXM Mission Statement• Determine Primary KPIs
• Net Promoter Score (NPS)• Resolution Time
• Set Realistic Goals & Benchmarks• CXM should be central to all levels of
organizational culture
Measure Key RelationshipsQualtrics Vocalize Key Drivers
![Page 21: Taking Guest Surveying from Good to Great€¦ · 5 PILLARS OF CX SUCCESS • Capture feedback at every key touchpoint & moment • Close the loop. Continuous Innovation Connected](https://reader035.fdocuments.us/reader035/viewer/2022081404/5f0432147e708231d40cc90f/html5/thumbnails/21.jpg)
5 PILLARS OF CX SUCCESS
• Conduct the research to drive strategic decision making
• Measure key relationships
• Segment customers and drivers of performance
• Drive cross-functional change
Continuous Innovation
Connected Employees
Customer Intelligence
CX MgmtSystem
CXM
Culture & Leadership
CUSTOMER EXPERIENCE
MANAGEMENT
![Page 22: Taking Guest Surveying from Good to Great€¦ · 5 PILLARS OF CX SUCCESS • Capture feedback at every key touchpoint & moment • Close the loop. Continuous Innovation Connected](https://reader035.fdocuments.us/reader035/viewer/2022081404/5f0432147e708231d40cc90f/html5/thumbnails/22.jpg)
5 PILLARS OF CX SUCCESS
• Drive improvement at every level of organization
• Regularly communicate progress to company objectives
Continuous Innovation
Connected Employees
Customer Intelligence
CX MgmtSystem
CXM
Culture & Leadership
CUSTOMER EXPERIENCE
MANAGEMENT
![Page 23: Taking Guest Surveying from Good to Great€¦ · 5 PILLARS OF CX SUCCESS • Capture feedback at every key touchpoint & moment • Close the loop. Continuous Innovation Connected](https://reader035.fdocuments.us/reader035/viewer/2022081404/5f0432147e708231d40cc90f/html5/thumbnails/23.jpg)
5 PILLARS OF CX SUCCESS
CXM• CXM Mission Statement• Determine Primary KPIs
• Net Promoter Score (NPS)• Resolution Time
• Set Realistic Goals & Benchmarks• CXM should be central to all levels of
organizational culture
Communicate PerformanceQualtrics Role Based Distribution
![Page 24: Taking Guest Surveying from Good to Great€¦ · 5 PILLARS OF CX SUCCESS • Capture feedback at every key touchpoint & moment • Close the loop. Continuous Innovation Connected](https://reader035.fdocuments.us/reader035/viewer/2022081404/5f0432147e708231d40cc90f/html5/thumbnails/24.jpg)
5 PILLARS OF CX SUCCESS
• Drive improvement at every level of organization
• Regularly communicate progress to company objectives
• Collect employee feedback across lifecycle
• Understand drivers of employee engagement across all departments
Continuous Innovation
Connected Employees
Customer Intelligence
CX MgmtSystem
CXM
Culture & Leadership
CUSTOMER EXPERIENCE
MANAGEMENT
![Page 25: Taking Guest Surveying from Good to Great€¦ · 5 PILLARS OF CX SUCCESS • Capture feedback at every key touchpoint & moment • Close the loop. Continuous Innovation Connected](https://reader035.fdocuments.us/reader035/viewer/2022081404/5f0432147e708231d40cc90f/html5/thumbnails/25.jpg)
5 PILLARS OF CX SUCCESS
• Focus on data quality• Reporting reflects
dynamic business needs
• Program optimization for methods and best practices
• Innovating sustainable competitive advantage
Continuous Innovation
Connected Employees
Customer Intelligence
CX MgmtSystem
CXM
Culture & Leadership
CUSTOMER EXPERIENCE
MANAGEMENT
![Page 26: Taking Guest Surveying from Good to Great€¦ · 5 PILLARS OF CX SUCCESS • Capture feedback at every key touchpoint & moment • Close the loop. Continuous Innovation Connected](https://reader035.fdocuments.us/reader035/viewer/2022081404/5f0432147e708231d40cc90f/html5/thumbnails/26.jpg)
Cliff Notes Version
• Get buy-in from the top down• Start with KPIs• Develop survey to show factors that impact KPIs – key drivers
& segmentation• Go beyond the post-departure• Close the loop• Share performance across the organization• Never stop evaluating and improving• Lather, Rinse, Repeat
YOU CAN DO IT
![Page 27: Taking Guest Surveying from Good to Great€¦ · 5 PILLARS OF CX SUCCESS • Capture feedback at every key touchpoint & moment • Close the loop. Continuous Innovation Connected](https://reader035.fdocuments.us/reader035/viewer/2022081404/5f0432147e708231d40cc90f/html5/thumbnails/27.jpg)
“It’s all about ensuring that the messages that you want to convey to your key audiences – whether that’s customers, or
employees, or partners – are done so correctly, consistently and effectively. This cannot be just a veneer; it needs to run through
your entire business and be imbued into every single touch point across your operation.”
Iain Shorthose, Director of Customer Experience, Interserve