how to execute your cx vision

How to Execute Your CX Vision

Jamie MorningstarProduct Manager

Qualtrics

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Housekeeping

©2015 QUALTRICS LLC.

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Executing a Customer Experience ProgramDay 1: How to Build a CX VisionBruce PaulPrincipal Consultant, Customer Experience

o Building a Plano Creating Alignmento Implementing a Platformo Planning Key Milestones

Day 2: How to Execute Your VisionJamie MorningstarProduct Management Leader

o Omni-Channel Measuremento Identifying Key Driverso Analysis & Reportingo Testing & Iterating

Day 3: How to Change Your CultureBenjamin Granger, Ph.D.Principal Consultant, Employee Insights

o Understanding Different Cultureso Promoting an Ideal Culture: Organizationso Promoting an Ideal Culture: Managers o Promoting an Ideal Culture: Employees

Day 4: How to Achieve & Communicate ResultsKyle Groff, Ph.D.Principal Consultant, Customer Experience

o Tracking Customer Outcomeso Demonstrating ROIo Driving Executive & Business

Communicationo Defining a Path Forward


Jamie MorningstarProduct Manager

Jamie joined Qualtrics in 2014 to lead product development for reporting, analytics, and customer experience. Jamie comes with a strong background in software engineering and product management and led the product development launch team for Qualtrics Vocalize.


What do I measure?To determine which metrics will be most valuable for your organization to measure, map your typical customer’s journey to identify where you interact with them at each stage.


Identify feedback channels for each customer touch pointKey stages of the customer journey

Capture new customer insights and drive conversion by delivering what customers want on every channel.

Understand and resolve friction points in the sales process and identify cross-sell opportunities with real-time feedback.

Identify and remove barriers to delivery/implementation success and improve coaching to drive buyer satisfaction. Empower your

organization to optimize how it responds to feedback and improves customer outcomes.

Drive greater renewal and upsell rates by staying ahead of customer decisions and improving customer elements that matter most.

o Website/mobile intercepts

o Event feedbacko CSAT by staff/location

o Sales process feedbacko RFP feedbacko Post-transaction

surveyso Onboarding feedbacko Post consultation

surveyso CSAT by

delivery / implementation rep

o Closed loop feedbacko Call center CSATo In-product/website/app

feedback

o Pre-renewal surveyo Relationship survey

Pre-Sales

Purchase

Implement

Use

Renewal


Chooseyour metricsSelect a metric that’s appropriate to the touch point.

o Loyalty metrics, such as Net Promoter Score (NPS)o Emotional satisfactiono Effort scoreo Intent to purchase or repurchase


Solicited Feedback Channelsused by companies to proactively seek customer feedback.

How do I measure satisfaction? Unsolicited Feedback

Channels feedback initiated by sources outside of a company’s control.

Mailers Web Intercepts

IVR & CATI

SMS Mobile Cart Abandonmen

t

OfflineApp

Barcode Scanner

QR Code Scanner

Social


To test questions and channels, check reliability and validity.

o Reliability – Ensure that all questions are well-designed and will collect reliable data. (e.g. No duplicate questions)

o Validity – How easy survey items are to understand and analyze.

Test & Iterate


Survey CreationSurvey Distribution

Site Intercept

Demo:

Key Drivers

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Overt Analysis – An method for identifying the most influential pieces of the customer experience through asking customers increasingly specific questions to identify drivers.

Identifying key drivers of satisfaction


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Derived Analyses – This common type of driver analysis examines the relationships between customer variables using statistical procedures like correlation and regression.



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Text Analytics – This type of analysis typically uses quantitative data to identify drivers, however we suggest using qualitative, or open text data, to collect more specific feedback.



Key Driver AnalysisText Tools

Demo:

Dashboards

Real-time, relevant reportingThe ultimate objective is to drive behavior at each level of the organization. Flexible, role-based dashboards allow you to provide relevant real-time insights and metrics to your organization. o Contextual relevanceo Protection of sensitive

informationo Real-time data


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Putting Real-Time Metrics at the Fingertips of every employee

Empower managers to understand which teams, locations, and products require attention.

Enable operators to view account health and satisfaction, and provide automated alerts to ensure action


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Reporting FrequencyDecide on your reporting channels. There’s a time and a place for curated periodic reports and on-demand data.

o Dashboardso Curated Reports


Building ReportsDemo:

Taking Action

Take ActionEvery great program is meant to drive action and change!

o Micro Opportunities – Make a difference on a small scale

o Macro Opportunities – Discover and drive large-scale changes


Take ActionMicro Opportunities – The most straightforward customer opportunity. Micro opportunities usually involve a single customer with a negative experience.

o Can be as simple as refunding a purchase or issuing an apology


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Take ActionDemo:

Triggers

Take ActionMacro Opportunities – Typically rely on a large amount of quantitative feedback. Analytical and statistical methods are critical for identifying macro opportunities.

o A poor NPS or CSAT might be examples of macro opportunities.

o Macro opportunities can take significant time and financial investments.


Goal SettingSMART Method

SPECIF IC goal should be clear and unambiguous

MEASUREABLE goal progress is quantifiable

ACHIEVEABLE goal is challenging, yet realistic and attainable

RELEVANT goal is aligned with existing roles and duties

TIME-BOUND goal has a target date for completion


Rinse &RepeatThe process of identifying customer touch points, collecting data, reporting, and taking action is iterative.

Your company will evolve over time, so don’t be afraid to continually evolve your customer feedback program and start again when necessary.


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Executing a Customer Experience ProgramDay 1: How to Build a CX VisionBruce PaulPrincipal Consultant, Customer Experience

o Building a Plano Creating Alignmento Implementing a Platformo Planning Key Milestones

Day 2: How to Execute Your VisionJamie MorningstarProduct Management Leader

o Omni-Channel Measuremento Identifying Key Driverso Analysis & Reportingo Testing & Iterating

Day 3: How to Change Your CultureBenjamin Granger, Ph.D.Principal Consultant, Employee Insights

o Understanding Different Cultureso Promoting an Ideal Culture: Organizationso Promoting an Ideal Culture: Managers o Promoting an Ideal Culture: Employees

Day 4: How to Achieve & Communicate ResultsKyle Groff, Ph.D.Principal Consultant, Customer Experience

o Tracking Customer Outcomeso Demonstrating ROIo Driving Executive & Business

Communicationo Defining a Path Forward


Thank You!