Cx Professional's Guide
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This document outlines a 12-step process for implementing an enterprise insight process to measure customer experience. The steps include understanding loyalty, getting management commitment, engaging employees, creating a listening system, developing an analysis framework, enriching data, integrating systems, and establishing daily processes for listening, analyzing, distributing insights, acting on feedback, and communicating with customers and employees. The goal is to use measurable customer experience to drive cultural transformation through increased loyalty.
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Cx Professional's Guide
- 1. THE CX PROFESSIONAL’S GUIDE TO IMPLEMENTING AN ENTERPRISE INSIGHT PROCESS #cxanalytics
- 2. Confidential MEASURABLE CUSTOMER EXPERIENCE 2 Increased loyalty Cultural transformation #cxanalytics
- 3. 12 STEPS (7 ONE-TIME + 5 CONTINUOUS) 3 7. Integrate Systems 6. Enrich Data 5. Create an Analysis Framework 4. Create a Listening System 3. Engage Employees 2. Get Management Commitment 1. Understand Loyalty 1. Listen 2. Analyze 3. Distribute Insights 4. Act 5. Communicate #cxanalytics
- 4. PLAN&PREPARE • Interview the stake holders • Decide the first phase feedback channels • Decide the primary operational dimension • Define the reporting cycles • Draft initial report layouts 4#cxanalytics 7. Integrate Systems 6. Enrich Data 5. Create an Analysis Framework 4. Create a Listening System 3. Engage Employees 2. Get Management Commitment 1. Understand Loyalty
- 5. 1. UNDERSTAND LOYALTY Loyal customers • Stay longer. • Buy more and they buy more often. • Cost less to serve. • Insulate from price competition. • Act as brand ambassadors. • Provide honest, high-quality feedback. 5#cxanalytics Know what marketing has promised! – Understand what the customers expect!
- 6. 2. GET MANAGEMENT COMMITMENT Metrics&Dashboards Strategic Themes Customer Proposition Company Values Employee Engagement 6#cxanalytics
- 7. 3. ENGAGE EMPLOYEES • Motivation (by HR) • Ideas • Proxy 7 “I am not happy with work-life balance” “I have an idea for a product feature…” “Customer told me that…” #cxanalytics
- 8. 4. CREATE A LISTENING SYSTEM Many channels Opt-in Intelligent Surveys Transactional Short Drive volume 8#cxanalytics
- 9. http://www.etuma.com/blog/feedback-analysis-requirements 1. Do it yourself or 2. Find a service provider who does it for you. 5. CREATE AN ANALYSIS FRAMEWORK 9#cxanalytics
- 10. 10 1. Viewpoints 2. Topics 3. Keywords 4. Topic volume 5. Topic sentiment 6. Topic sentences Consistent Accurate Relevant Encompassing
- 11. 6. ENRICH DATA 11 Don’t ask demographic or purchase behavior information. Enrich the data by linking the customer record and line items into feedback analysis data! Customer Experience Analytics
- 12. 7. INTEGRATE SYSTEMS 12 Survey & Listening System CX ANALYTICS Reporting Case/Task Management Management Dashboard E.g. Qlik, Tableau Statistical Analysis E.g. SPSS, SAP, Excel Enrich Data #cxanalytics
- 13. DAILY PROCESS • Add channels • Create reports • Mine data • Add stakeholders • Increase volume 13 1. Listen 2. Analyze 3. Distribute Insights 4. Act 5. Communicate #cxanalytics
- 14. 1. LISTEN Feedback Forms/ Emails Contact Center Surveys NPS/ CES Support&P roduct Forums Social Media Task Lists Customer Propositions Company Values STRATEGIC MANAGEMENT EMPLOYEE ENGAGEMENT Employee Pulse Employee Suggestions Customer Comments via Employees Research Tools Management Reports Strategic Goals Field Workers Area/Store/ Department Manager Statistical Analysis Predictive Modeling Metrics/ KPI’s Mgmt Dashboards Mana- gement Reports 3. DISTRIBUTE INSIGHTS 14 2. ANALYZE
- 15. 4. ACT • Case management • Service recovery program • Monthly improvement cycles • Opportunity and problem mining Measurable customer experience leads to cultural transformation!
- 16. 5. COMMUNICATE • CLOSE THE LOOP! • Tell customers how their feedback improved the product or fixed a problem • Tell employees about positive/negative customer feedback. • Tell employees how their ideas affected product development. 16#cxanalytics
- 17. THANK YOU! 17 Matti Airas, CEO and Co-founder, Etuma Ltd matti.airas@etuma.com https://fi.linkedin.com/in/mattiairas
Notas del editor
- Etuma360 user portal visualizes feedback from all the channels in a simple easy-to-understand dashboard. User or admin can create dynamic (updated in real-time) reports based on the meta-data or Etuma analysis dimensions (Topic and Sentiment) or any combination of them. Etuma dashboard has an unlimited volume of filters and the user can get exactly what they want. A logistics manager can get all the comments just about vegetables and fruit from all the feedback channels automatically and in real-time without any manual categorization work or delay. Etuma360 also includes a Comparison Tool in which the user can build dynamic comparisons to compare different demographics, products, retail stores etc. There is also a connector to export analysis results into third party visualization and statistical analysis tools like SPSS, Tableau and QlikView.