customer engagement management – starts at home by cathy mcknight

CEM Begins at home Its all about employee engagement

Cathy McKnight, Partner & Principal Analyst May 2014 – J. Boye Philadelphia

@cathymcknight    |  @just_clarity  |  #JBoye14  

2  @cathymcknight    |  @just_clarity  |  #JBoye14  

DCG helps business leaders navigate the digital transformation and create competitive advantage from disruption. 

@cathymcknight  |  @just_clarity  |  #JBoye14   3  

About Digital Clarity Group

Outside looking in

@cathymcknight  |@just_clarity  |  #JBoye14   5  

Employee Engagement & CEM

“What everyone in a company does can be reduced to one of two functions: to serve the customer or serve someone who does” Dr. W. Edward Deming

@cathymcknight    |  @just_clarity  |  #JBoye14  

CEM

@cathymcknight  |@just_clarity  |  #JBoye14   7  

Employee Engagement & CEM

“We (JetBlue) believe that only 10% of customers’ perception of our brand is visible through customer interactions. The other 90% is impacted by people management, processes, policies, and organization.”

Harvard Business School Impact of employee engagement

@cathymcknight  |@just_clarity  |  #JBoye14   8  

@cathymcknight  |@just_clarity  |  #JBoye14   9  

Employee Engagement & CEM

Much of employee engagement is about relationships. The relationship an employee has with their job, their colleagues, their customers and their organisation. And, relationships are all art and very little science.

Adrian Swinscoe

@cathymcknight  |@just_clarity  |  #JBoye14   10  

Harvard Business School Impact of employee engagement

Aon Hewitt – 2014 Trends in Global

Employee Engagement

@cathymcknight  |@just_clarity  |  #JBoye14   13  

15  

Engaged & empowered employees . . .

§  Companies  in  the  top  quar0le  of  engagement  had  50%  higher  total  shareholder  return.   §  Companies with engaged

employees financially outperform lower engagement workplaces, with 5.75% higher operating margin and 3.44% higher net profit margin.

§  Each incremental % of employees who become engaged predicts incremental 0.6% growth in sales. (Aon Hewitt)

CEM has emerged as a critical strategy for businesses today – 86% of consumers quit doing business with a company because of a bad experience – up from 59% four years ago.

Impact of CEM

A March report by Harris Interactive

@cathymcknight  |@just_clarity  |  #JBoye14   16  

There are many other CEM technologies out there—Web analytics tools and survey and feedback software—and all promise to deliver the potential for higher profit. Companies use the technologies to glean information from customers and leverage it to provide better experiences.

CEM & Technology

@cathymcknight  |@just_clarity  |  #JBoye14   17  

Blend Old School + New

@cathymcknight  |@just_clarity  |  #JBoye14   18  

@cathymcknight  |@just_clarity  |  #JBoye14   19  

“Extinction is the rule. Survival is the exception.”

-- Carl Sagan @cathymcknight  |@just_clarity  |  #JBoye14   21  

@cathymcknight  |@just_clarity  |  #JBoye14   22  

@cathymcknight  |@just_clarity  |  #JBoye14   23  

@cathymcknight  |@just_clarity  |  #JBoye14   24  

Clarity around WIIFM

@cathymcknight  |@just_clarity  |  #JBoye14   25  

@cathymcknight  |@just_clarity  |  #JBoye14   26  

Internal CEM Strategy 1.  Purposeful leadership 2.  Consistent and vivid image of the

customer – company wide 3.  EVP and inclusive culture 4.  Customer-focused decision making 5.  Compelling brand values

6.  Employee engagement 7.  Recognition

@cathymcknight  |@just_clarity  |  #JBoye14   27  

@cathymcknight  |@just_clarity  |  #JBoye14   28  

For CEM ⌃

@cathymcknight  |@just_clarity  |  #JBoye14   29  

30  

Cathy McKnight – Partner, Principal Analyst cmcknight@digitalclaritygroup.com @cathymcknight | @just_clarity