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traffic jam along the extra mile What is Customer Experience (CX) - - PowerPoint PPT Presentation
traffic jam along the extra mile What is Customer Experience (CX) - - PowerPoint PPT Presentation
There is no traffic jam along the extra mile What is Customer Experience (CX) and why is it so important? The new way of doing business in Ireland Killer framework and the Six Pillars What does CX excellence and failure look like? Chart
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What is Customer Experience (CX) and why is it so important? The new way of doing business in Ireland Killer framework and the Six Pillars What does CX excellence and failure look like? Chart how your business performs against the rest The changing Irish landscape Q&A ……followed by coffee break
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Customer Experience movement in Ireland - March 2014
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Who in Ireland is delivering great CX?
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Appalling Bad Good Remark-able Unfortunately I’m not clapping, I'm measuring
How do we perform against the best countries in the world?
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Review of remark-able CX in Ireland
1970 2016
International Domestic
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The power of advocacy
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What CX means to Irish businesses
Brand story encouragement Personality vs product
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Irish businesses live and die by referrals The new way of doing business in Ireland
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Recognising our history together Trust based on my needs not yours Listen to customer’s immediate circumstances Removing unnecessary
- perational hurdles
Creating moments
- f magic
Turning a poor experience into an amazing one
RESOLUTION TIME & EFFORT EXPECTATIONS
INTEGRITY EMPATHY
PERSONALISATION
Killer framework and the six pillars
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PERSONALISATION
Large enterprise cannot compete with authentic relationships
CX excellence and failure
Aer Lingus FFP
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PERSONALISATION
CX excellence and failure
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INTEGRITY
CX excellence and failure
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EMPATHY
Listen to their needs and stand in their shoes all the time
CX excellence and failure
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Remove all unnecessary steps and hurdles in doing business together
TIME & EFFORT TIME & EFFORT
CX excellence and failure
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EXPECTATIONS Under promise and over deliver
CX excellence and failure
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RESOLUTION
Identify the gaps and deliver heroic recovery
CX excellence and failure
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Recognised challenges for the Irish businesses Benchmarking your CX Delivery Creating an enduring CX culture CX and your people Your customer journey Size does matter The first step Q & A
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A QUESTION for you all…
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Attracting & Retaining Customers Competition Committed Staff
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YOUR Customers’ experience
- what IS it like today?
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I THINK we provide good service!
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How do you think YOU are doing now?
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We need to CONNECT with them first…….
Students Millennials Seniors
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Complaints & compliments process Customer focus groups Questionnaires and surveys Customer conversations-reactive and proactive Mystery shopping Feedback hotline
How can you benchmark your CX delivery
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The alternative to minding them?
Cost to get a new sale Cost to sell to an existing customer
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Get your own ducks in a row
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Wish you were here,
- r not?
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Think CUSTOMER
Take a couple of minutes to answer the following question: How do you want YOUR customers to feel after any interaction with the staff in your business?
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The most important asset in your business?
Staff Customers
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How do your staff treat the customer?
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Think STAFF
Take a couple of minutes to answer the following question: What specific service standards do you expect from the staff in your business?
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Brainstorm with your staff, it’ll go down a storm
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Brainstorming new CXE ideas
HIGH COST AND LOW IMPACT BIN the idea HIGH COST AND HIGH IMPACT KEEP the idea – see can the cost be reduced LOW COST AND LOW IMPACT Backburn idea – look at again
Impact Cost
LOW COST AND HIGH IMPACT NO BRAINER – Run with it
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Practical steps to take…..
The beginnings of a simple plan HOW? Define clear CX goals with PIETER Design Measurements and benchmarks Invite staff to be part of this Through recognition, newness, incentive Allocate responsibility Give ownership of certain aspects Measure success NPS, VOC, Mystery Shop, Survey Celebrate improvements Create some excitement
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Customer personas
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How to get started
- n your
customer journey
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Great CX journey
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CX Ranking Market share position Irish Credit Union 1st 7th
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CX Ranking Ulster Bank 108th AIB 111st Bank of Ireland 125th
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UNDERSTAND ME BETTER LOSING YOU WELCOME ACQUISITION
Identify key trust building moments across the journey
Under promise over deliver Take me through the process Show me the pain points Surprise and delight Deliver what I said I would Motivational kick Put yourself in my shoes Fight to keep me
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Effortless - vs - Remark-able
Acceptable level of experience where hurdles are removed Make it easy for me to do business with you I won’t complain
So good, I will remark it onto a friend Make it easy for me to inspire others I will tell the world
Remark-able first time experiences
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Your checklist:
Benchmark where you are, define where you want to be Engage your staff in all aspects of creating service enhancements Explore all customer engagement ‘touchpoints’ Test the experience Develop a phased plan to create desired experience outcomes
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Your staff
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Make sure your business is…
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In a nutshell…
Never feel intimidated by this thing called CX Actively develop & nurture a customer first mind-set immediately Forget who you “think" your customers are – FIND OUT Seek feedback – gain insights into their behaviours, preferences & habits
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In a nutshell…
If it doesn’t make customers happy, just don’t do it Teamwork is the customers’ friend, silos their enemy Work out what you can measure and keep measuring Decide your first next step and just do it!
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