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The Path To Customer Experience Maturity
- 1. The Path To Customer Experience
Maturity
Moira Dorsey, Vice President, Group Director
19 November 2013
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- 3. © 2013 Forrester Research, Inc. Reproduction Prohibited
“clearly unused to even basic
mountaineering equipment”
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- 4. Customer
Experience
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13%
Differentiate their company
from leaders in ANY industry
47%
Differentiate their company
from leaders in their industry
Base: 100 customer experience professionals (percentages may not total 100 because of rounding)
Source: Q4 2012 Global Customer Experience Peer Research Panel Online Survey
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- 5. 47%
don’t measure customer
experience quality
Source: Q4 2012 Global Customer Experience Peer Research Panel Online Survey
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79%
don’t train employees on how to deliver
the target customer experience
Source: Q4 2012 Global Customer Experience Peer Research Panel Online Survey
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- 6. Distribution of scores on Forrester’s Customer Experience Index 2013
Excellent
8%
Good
31%
OK
36%
Poor
Very poor
17%
8%
Not differentiating
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Low customer
experience maturity
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- 7. Customer Experience Maturity
The extent to which an organization
routinely performs the practices
required
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Customer Experience Maturity
The extent to which an organization
routinely performs the practices
required to design, implement, and
manage customer experience
© 2013 Forrester Research, Inc. Reproduction Prohibited
- 8. Customer Experience Maturity
The extent to which an organization
routinely performs the practices
required to design, implement, and
manage customer experience in a
disciplined way.
© 2013 Forrester Research, Inc. Reproduction Prohibited
High CX maturity
Practices are performed systematically
Low CX maturity
Practices are missing or performed in an ad hoc way
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- 11. Stop the avalanche of bad
customer experiences
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Repair: Key Practices
› Identify experience problems
› Prioritize fixes
› Coordinate implementation
› Measure results
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“Calls are generated by mistakes in
other parts of the organization, from
finance to IT to marketing . . .
Radu Ciocan Former VP, Head of Customer Service Operations Deutsche Telekom
© 2012 Forrester Research, Inc. Reproduction Prohibited
- 14. “Calls are generated by mistakes in
other parts of the organization, from
finance to IT to marketing . . . you can
solve the problem and be very nice
about that but that won’t make the
customer want to renew . . .
Radu Ciocan Former VP, Head of Customer Service Operations Deutsche Telekom
© 2012 Forrester Research, Inc. Reproduction Prohibited
“Calls are generated by mistakes in
other parts of the organization, from
finance to IT to marketing . . . you can
solve the problem and be very nice
about that but that won’t make the
customer want to renew . . . you should
instead get him the right bill.”
Radu Ciocan Former VP, Head of Customer Service Operations Deutsche Telekom
© 2012 Forrester Research, Inc. Reproduction Prohibited
- 15. 10 – 15% reduction in costs
Tens of millions of Euros
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- 17. Elevate: Key Practices
› Screen candidates for customer-centric values
› Assign specific CX behaviors to each role
› Measure customer experience consistently
› Reward good behavior across the enterprise
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- 18. Core Candidate Behaviors
› Passion
› Clear Talking
› Team Working
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- 19. “The Pret Way”
“Don’t want to see”
“Want to see”
“Pret perfect!”
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- 20. € 1 per hour worked
€ 50 bonus
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+17% sales
+17% profit
50 new stores
1,000 new staff
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- 22. Optimize: Key Practices
› Conduct observational research in the
customer’s natural environment
› Build strong experience design practices
› Model the relationship between CX quality and
business results
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- 23. Let personality shine
Provide options
Help guests feel comfortable in public
spaces
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- 25. Improved guest satisfaction & revenue per room
Doubled food & beverage sales per occupied
room in the first 3 years
Renovated nearly 90% of properties
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- 27. Differentiate: Key Practices
› Re-frame customer problems
› Reveal unmet customer needs
› Re-think the entire CX ecosystem
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- 30. 17.4% revenue increase over ‘11-’12
16% increase in passengers flown
25 consecutive years of profitability
- 32. Recommendations
› Show them the way
› Locate yourself on the map
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© 2013 Forrester Research, Inc. Reproduction Prohibited
- 33. Recommendations
› Explain the path
› Locate yourself on the map
› Secure your current position
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- 34. Customer Experience Maturity
The extent to which an organization
routinely performs the practices
required to design, implement, and
manage customer experience in a
disciplined way.
© 2013 Forrester Research, Inc. Reproduction Prohibited
Recommendations
› Explain the path
› Locate yourself on the map
› Secure your current position
› Plan the next phase of the climb
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- 38. Presentation & Relevant Report Are
Exclusively Available For Download
Visit forrester.quickmobile.com or
Download the Forrester Events mobile app.
Files are listed under Documents.
Needs to be updated.
Login credentials found on the back of Forum badge.
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Customer Experience Professionals
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