chair’s report: customer engagement summit 2019
TRANSCRIPT
Chair’s Report:
Customer Engagement Summit 2019
VIEW FROM THE
CHAIRJo Moffatt
Engage for Success
Published by
11-12 NOV I WESTMINSTER PARK PLAZA I LONDON
Chair’s Report:
VOE, VOC, VOB? Listen to the
voices and build trust
VIEW FORM THE CHAIR1
CUSTOMER ENGAGEMENT SUMMIT 2019
Delegates in the Customer Engagement Summit in Hall 4 heard a lot of voices talking about
voice. The power of voice, the impact of voice, the tone of voice. The voice of employees (VOE),
the voice of customers (VOC) and even the voice of bots (VOB)! A recurring theme being how
listening to voices and speaking with an authentic voice is a key driver of trust.
Chair, Jo Moffatt, Co-Strategy Director andRadio show host at Engage for Successopened the day’s session with ‘Engagement,Experience, Loyalty – Does it Matter?’ Sheargued that with low productivity, appallingtrust levels and poor employee engagementUK plc should concentrate on taking action,rather than debating terminology. Withexamples from across a range of sectors, Jooutlined the Engage for Success FourEnablers model as a simple lens throughwhich to address the problem and leveragethe direct link between customer experience(CX) and employee experience (EX). ‘A relationship? Engagement? Or a casualfling? What do customers really want fromus, and how do we attempt to give it to them?’Ben Kay, Director of Brand and CustomerEngagement, Ex Thames Water shared hismodel for engaging customers – Context,Relevance, Value, Channel and Mode are allimportant, but trumping all of these for Benwas authenticity. As well as the obligatoryThames Water fat berg picture, Ben was allabout building emotional engagement andtrust with authenticity. Does your brand passthe ‘Dad dancing’ test? ‘In a World where Stores are ConsistentlyClosing, how do you Empower the EntireOrganisation to take Action with CustomerFeedback?’ For Douglas Mancini, VicePresident Sales EMEA, Critizr it’s aboutgiving store managers real-time access tocustomer voice – what they are happy, ormore importantly unhappy about, right now,
right this minute. Store managers can thenact immediately to put it right – reallyadding value to the feedback and turning adetractor into an advocate. Lilia Dikova, Head of Digital at Make ItCheaper, focussed on putting the audiencefirst, front and at the centre of everything.Lily’s presentation was a thorough andmethodical approach to applying anaudience-first strategy to increaseconversion and bring highly-personalisedjourneys to customers. Lily’s Holy Grail beingto deliver the right message at the right timewith the right channel reaching the rightperson. ‘How Yammer is changing the way wecommunicate at ZSL’ Clare Bowers, InternalCommunications Manager, ZoologicalSociety of London had no shortage of cuteanimal pics – all the usual suspects and afew unusual ones thrown in too. Whoidentified the pangolin? Clare described howintroducing Yammer has created a vibrantchannel for colleague interaction around theworld – and helped support their PressOffice with content for external comms too.She proved to a sceptical leadership thatcontent does not need to be moderated andthat trusting your people is not misplaced;they in turn will then take responsibility, actresponsibly and be trusted. ‘Building Culture: Is it the same on theInside of the tent as the view on theOutside…’ Charlotte Tickle, People Director,Riverford told a story of how worrying trends
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in employee turnover triggered a radicaloverhaul of organisational culture. Thisconcern had been masked by high levels ofengagement with the organisation’smission and values. But listening toemployee voice identified concerns withleadership visibility and line managersupport, so a programme of coaching anddevelopment was put in place to addressthis. This helped deliver Riverford’sambition to be, not just a good place, but anexceptional place to work where whatpeople say they are on the outside, alignswith what they really are on the inside. ‘Customer Engagement in the EducationIndustry’ was the topic for Angel Lozano,Director Of Institutional Advancement,TASIS The American School in England.Angel told how storytelling and a strongemphasis on traditional media andcustomer relationships is key to buildingtrust among customers and potentialcustomers. Trust is at the heart of thebusiness model for an international schoolwhere parents may be entrusting theirchildren to an organisation on the otherside of the world. It was, not surprisingly, standing roomonly for the first session in Artificialintelligence and robotics. ‘Look Who’sTalking: Brand and Persona in ConnectedDevices’ gave us Wally Brill, Head ofConversation Design Advocacy &Education, Google, telling entertaining andengaging stories about the VOB – the voiceof the bots who serve brand contentthrough Google Assistant. Who knew youcould send a bot to butler school!? ‘Building an Approach for Success: TheSamsung Analytics Story’ came from NickMilne, Director, Customer & MarketingAnalytics, Samsung Europe. Nick shared
the challenges, and sometimesfrustrations, of trying to really gain asingle, consistent view of the customer andbusiness data in order to drive insights.How to do that against an engrainedculture of silos and secrecy, called forbucket loads of resilience andentrepreneurship. ‘Data: The World’s most ValuableResource?’ Matthew Gardiner, CEO, CatchLondon kicked off with some scary, indeedterrifying, numbers. There are already inexistence three million book’s worth ofdata on each and every one of us. He wenton to paint a picture of our current andfuture world and the impact andimplications of more and more data, thechallenges of regulating this or not, and theextent to which we as individuals arehappy about where this is all going. Itseems that across the board, the Rubiconwhich we as consumers are unwilling tocross is to accept facial recognition – thereis increasing resistance to this which isseen as the last bastion of ourindividuality. We are not up for that beingcloned. The closing session from Louise
Ferguson, Executive Assistant to the CEOat Henshaws, a charity which helps peoplewith visual impairment and otherdisabilities ‘go beyond expectations’,looked at ‘How Important are Staff Valuesin Improving the lives of those Living withSight Loss? How have we StrategicallyEmbedded these Values?’ Louise told agreat story of employee voice contributingto a new rebrand and values whichunderpinned the way they work every day.The closing film of a young service user re-learning to walk ended the day with hardlya dry eye in the house.
VIEW FORM THE CHAIR
Jo MoffattEngage for Success
CUSTOMER ENGAGEMENT SUMMIT 2019
Chair’s Report: Customer Engagement Summit 2019VIEW FROM THE CHAIR
Jo Moffatt, Engage for Success
11-12 NOV I WESTMINSTER PARK PLAZA I LONDON
The Team
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