slide 1 notes · good morning, everyone. my name is mike saunderson, and on behalf of the...

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Slide 1 Slide 1 Duration: 00:00:05 Advance mode: Auto

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Slide 2 Lost Luggage & the Art of Fulfilling Your Promise Duration: 00:00:05 Advance mode: Auto

Notes: Introduction Good morning, everyone. My name is Mike Saunderson, and on behalf of the Ethnopraxis team, it is a pleasure to be here with you this morning. I’m here today with two of our team members, Pete DiSantis and Ryan Zimbelman but before I get too far, I want you to know that Ethnopraxis is a woman-owned and woman-led business. We are a customer experience consulting company that helps brands transform their people and processes to create great customer experience. That sounds good doesn’t it? But every company knows it’s not so easy to achieve. So I’m going to talk about how we

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help brands do that by first talking about a customer experience we can all understand.

Slide 3 Where’s my luggage? Duration: 00:00:08 Advance mode: Auto

Notes: “Where’s my Luggage?” For anyone who’s experienced a “lost luggage” moment, you know what’s it’s like. In this day and age, losing luggage is just one of what airlines deal when providing great customer experiences.


Notes: Lost Luggage: An Everyday Experience While it’s easy to pick on the airlines, we’ve ALL let a customer or client down. In our world of marketing, branding, and the customer experience, a “lost luggage moment” is any time a company fails to deliver on their brand promise. At EthnoPraxis we call that “baggage.” And don’t kid yourself, if you have customers, then you’ve got some baggage

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Slide 5 Lost Luggage = You’ve Got Baggage Duration: 00:00:09 Advance mode: Auto

Notes: Lost Luggage = You’ve Got Baggage Now, that we know we all suffer lost luggage, let’s take a look at a widely-accepted measure of customer satisfaction and loyalty: Net Promoter Score, or NPS.

Slide 6 Net Promoter Score Duration: 00:00:05 Advance mode: Auto

Notes: Net Promoter Score Most of us are familiar with NPS – whether we love it or hate it. The basic question asks: “On a scale of zero to 10, with 10 being highest, what's the likelihood that you would recommend us (our company) to a friend or colleague?”

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Slide 7 Is Your Brand at Risk? Duration: 00:00:09 Advance mode: Auto

Notes: Is Your Brand at Risk? We all want things to go right. They go right when, in the customer’s perception, we deliver on our promise and the customer recommends us to family and friends. And when they don’t, we put our well-honed brands at great risk. Just listen to customers in real time and on social media and ask your team about the many ways your brand is taking a hit.

Slide 8 Promises, Promises Duration: 00:00:05 Advance mode: Auto

Notes: Promises, Promises So now, let’s look at a few of the promises companies make to their customers. FedEx, for example, promises arrival at a specified time. And, for many people across the country Amazon offers selection and convenience of 2-day delivery. For those of us in the Puget Sound region, that often means the convenience of same day or even 2-hour delivery. That’s what the customer buys and that’s what they expect every time.

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Slide 9 What’s the Promise? Duration: 00:00:05 Advance mode: Auto

Notes: What’s the Promise? What’s the promise behind these well-known food-related brands? Hello Fresh “Aims to provide each and every household with the opportunity to enjoy wholesome home-cooked meals with no planning, no shopping and no hassle required.” Trader Joe’s gives customers the best food and beverage values that they can find anywhere delivered with a sense of warmth, friendliness, fun, individual pride, and company spirit.”

Slide 10 Unpacking the Promise Duration: 00:00:11 Advance mode: Auto

Notes: Unpacking the Promise As customer experience professionals, we create the promise and the expectation. When the experience is positive, and especially when it’s not, it evokes an EMOTIONAL response that drives subsequent customer behavior.

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Slide 11 Promises Kept = Value Gained Duration: 00:00:05 Advance mode: Auto

Notes: Promises Kept= Value Gained A promise kept can:

• Transfer to the bottom line in additional sales

• Translate into a lower cost of sales

• Reinforce company reputation • Build goodwill that can

mitigate future “lost luggage” challenges

• Contribute to brand strength and company value


Notes: What’s your promise? Put yourself in your customer’s shoes. What do you promise? How hard is it to keep that promise every time?

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Slide 13 When Good Intentions Don’t Translate to Experience Duration: 00:00:11 Advance mode: Auto

Notes: When Good Intentions Don’t Translate to Experience At Ethnopraxis, we understand the challenge that comes with bridging the gap between the promise and the reality. It’s the space we live in and call home. We get it. Which is why we need to get really clear about why things go wrong on the road from there to here.


Notes: The Ethnopraxis Way It’s why we created a process we refer to as the Ethnopraxis Way, which allows our customers to: Deliver on their promise and Recover when they don’t.

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Slide 15 Relationship & Trust Duration: 00:00:07 Advance mode: Auto

Notes: Relationship and Trust Because to the customer, it’s all about TRUST. Your brand is your word. When you break your word by not keeping your promise, you chip away at your customer’s trust.

Slide 16 Pharmacy Experience Duration: 00:00:33 Advance mode: Auto

Notes: Customer goes on line to confirm the local pharmacy does vaccinations Customer arrives at pharmacy and is told no longer offered at this location, try the one on Main Street. (Trust chips away) Customer goes online and see that the location on Main Street “accepts most insurances.” Customer goes to the Main Street location and is told “insurance not accepted but the store out by the highway takes insurance.” (Trust chips away).

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Slide 17 Unpack Your Promise — The 6-Ps Duration: 00:00:16 Advance mode: Auto

Notes: Unpack Your Promise: The Six P’s It’s devastating when the brilliance of your brand doesn’t translate in the customer’s experience. Over the years, Ethnopraxis has identified six elements that singularly or in tandem contribute to a broken promise: your people, your purpose, your practices, your processes, your pace, and your place. The customer experience, and ultimately, your company’s performance, is a result of how well these six elements work together in the moment, in a fiscal quarter, and ultimately, in your organization’s legacy

Slide 18 Broken Promises Duration: 00:00:08 Advance mode: Auto

Notes: Broken Promises A clear example of a way to break a promise would be for Hello Fresh to make a delivery that arrives “Hello Stale.” But the broken promises that tend to have the most negative emotional resonance with customers have to do with when they interact with the people who represent your brand: your employees. And that’s why people are the central focus of how we at Ethnopraxis approach our customer experience work.

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Slide 19 PEOPLE Duration: 00:00:05 Advance mode: Auto

Notes: Let’s take a closer look at the six key elements I just mentioned. You have a gold accordion handout out on the tables. PEOPLE are your brand. You entrust them with the most critical responsibility of all: fulfilling the promises you make to your customers. Every experience contributes to or detracts from customer trust because people always remember how their experience made them feel.

Slide 20 PURPOSE Duration: 00:00:05 Advance mode: Auto

Notes: PURPOSE is what your organization stands for. It’s the heartbeat that fuels consistently excellent service, and the above and beyond discretionary actions that can truly differentiate your brand. Employees without purpose don’t give much thought to doing the right thing or to the quality of their work.

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Slide 21 PRACTICE Duration: 00:00:05 Advance mode: Auto

Notes: PRACTICE is how things are done informally. They include norms such as how employees treat one another, whether or not people show up on time, whether or not truth-telling is encouraged, and so on. The practices of your organization reflect your culture.

Slide 22 PROCESS Duration: 00:00:05 Advance mode: Auto

Notes: PROCESS is the formal, business practices, SOPs, and guidelines that everyone follows. As practices become formalized, they turn into processes. Process allows employees to contribute to a consistent customer experience. At the same time, processes lag behind changing customer expectations and get in the way of doing the right thing for the customer.

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Slide 23 PACE Duration: 00:00:05 Advance mode: Auto

Notes: PACE is the speed at which employees work. Pace reflects your organization’s priorities and either contributes to, or takes away from, customer trust. If a cashier is expected to check out 12 customers per hour or a customer service rep has to take 120 calls per day, does that leave them enough time to stop and address a customer concern? Or, do they ignore the concern to meet their metrics. We have to remember that what gets measured, gets done.

Slide 24 PLACE Duration: 00:00:05 Advance mode: Auto

Notes: PLACE is the physical or virtual space where you engage with customers. Place matters because it makes it easy or difficult for your employees to serve customers. For example, if you want a healthcare tech to connect with a patient, make eye contact, make the patient feel comfortable, and reduce patient anxiety but their workspace requires the tech to turn their back on the patient while asking questions and capturing data during the visit, you’ve failed.

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Slide 25 The 7-Ps Duration: 00:00:13 Advance mode: Auto

Notes: Take a moment to consider your current customer experience and lost luggage challenges. Place a number one on the element that represents the area of biggest opportunity. Place a number two on the next in order and so forth. What are you seeing? Now that you have identified the element that represents the area of biggest opportunity, pull out your phone and make a calendar note for tomorrow or Monday. What one small step can you schedule that will move you forward to capture this opportunity? Set aside 30 minutes. It might not be enough time to fix the issue, but it will get you on your way.

Slide 26 PERFORMANCE Duration: 00:00:05 Advance mode: Auto

Notes: You want to fix what you’ve identified because it leads to PERFORMANCE Performance reflects how well you delivered on the promise of your brand. The question “How do we improve our performance?” always leads back to people, your purpose, practices, processes, pace, and place.

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Slide 27 Eliminate Lost Luggage Challenges Duration: 00:00:11 Advance mode: Auto

Notes: Any one of these elements can contribute to your customers “lost luggage” experience. As we saw in the earlier pharmacy example, the source of the customer’s “lost luggage” is a process issue: the information about availability and coverage was not correct on the website. The retail employees were put in the position of being the bearers of bad news. That’s why our focus is on helping our clients eliminate their lost luggage challenges by more consistently keeping their promises. We know that the customer’s memory of their experience drives their loyalty. So, as CX and brand professionals, how we do create a customer experience that leaves the customer with a positive memory?

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Slide 28 Changing Consumer Expectations Duration: 00:00:08 Advance mode: Auto

Notes: Changing Consumer Expectations Getting all the 6 Ps right is essential because consumers have a variety of ways to interact with our brands.

Slide 29 Unmet Expectations Duration: 00:00:08 Advance mode: Auto

Notes: And when you deliver more, it builds trust. I ordered something from Amazon that never came. I went online and found a picture of the box at the front door that was taken by the UPS driver. But guess, what? It wasn’t my front door. While still on the Amazon website, I sent a note and someone promptly verified that it isn’t my front door. I assume they did this by looking at other photos of deliveries to my home and immediately issued a refund. The customer service rep at Amazon didn’t question me or my motives because Amazon has built a process to make it EASY for their employees

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to take care of their customers. Easy. Simple. Unexpected. And, it built my trust.

Slide 30 It’s not the Tagline — It’s the Frontline Duration: 00:00:12 Advance mode: Auto

Notes: Studies indicate that consumer expectations for person to person interactions increase dramatically once the customer gets to their tipping point. And it makes sense because if they didn’t NEED the help of a real human, they would likely take care of it with a few clicks or through a chat tool. The reality of your brand experience isn’t in your tagline, it’s on your frontline, in what your customer experiences when things go right, and when they go wrong.

Slide 31 Your People Embody your Promise Duration: 00:00:07 Advance mode: Auto

Notes: Your people embody your promise. In your experience, why don’t frontline, customer-facing employees deliver?

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Slide 32 Why Employees Don’t Keep the Promise Duration: 00:00:32 Advance mode: Auto

Notes: Why Employees Don’t Keep The Promise This is what we’ve seen. It’s an alignment challenge:

• They don’t get it. • They get it, but it doesn’t

matter. It’s a skill challenge:

• They don’t know what to do. • They don’t know how to do it.

It’s an empowerment challenge: • They aren’t allowed

Slide 33 Alignment — Ability — Empowerment Duration: 00:00:17 Advance mode: Auto

Notes: We’ve worked with thousands of employees in a variety of industries and job roles and delivering on the promise is a matter of attending to these three factors when it comes to getting your employees to deliver on your promises: Alignment – Ability – Empowerment. These are factors that companies that get it, understand. Some have always been market leaders and other disrupted their industries by delivering an exceptional customer experience.

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Notes: Alignment, Ability, Empowerment: A Few Examples So, let’s get tactical. Here are just a few examples of the work we’ve done with our clients to help them keep their promises:

Slide 35 Alignment Duration: 00:02:22 Advance mode: Auto

Notes: Alignment Footsteps: An activity that allows employees in every function to identify how few steps separate them from the end customer and the work handoffs that contribute to the customer’s experience. Unpacking Biases and Assumptions Conversations: Employees and supervisors engage in “safe but honest” conversations about what gets in the way of treating every customer as they would want to be treated. The Christine Clarke Story: A video-based empathy training drama depicting the true story of the health journey of a co-worker facing a terminal illness.

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Slide 36 Ability Duration: 00:00:10 Advance mode: Auto

Notes: Ability A five-day new hire training program used in the field operations of a Fortune 500 healthcare company to ensure a consistent patient experience from the perspective of the patient while ensuring technical accuracy and quality.

Slide 37 Empowerment Duration: 00:00:11 Advance mode: Auto

Notes: Empowerment When in comes to empowering people, we’ve found that team conversations and challenges are very powerful.

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Slide 38 Keep Your Promise with a Lost Luggage Prevention Strategy Duration: 00:00:31 Advance mode: Auto

Notes: Keep Your Promise with a Lost Luggage Prevention Strategy Your brand is your promise. Everyone needs a lost luggage prevention strategy that includes paying attention to the 6 P’s and acknowledging that your people power your brand. A few questions to consider: Do you have one? Does it need refreshing? If we asked your employees: What is your company’s promise? What do you need or need to be different so that you can keep that promise with every customer, every time? What would they say?


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slide 1 notes · good morning, everyone. my name is mike saunderson, and on behalf of the...

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