‘There is no traffic jam along the extra mile’
What is Customer Experience (CX) and why is it so important? The new way of doing business in Ireland Killer framework and the Six Pillars What does CX excellence and failure look like? Chart how your business performs against the rest The changing Irish landscape Q&A ……followed by coffee break
Customer Experience movement in Ireland - March 2014
Who in Ireland is delivering great CX?
How do we perform against the best countries in the world? Appalling Bad Good Remark-able Unfortunately I’m not clapping, I'm measuring
Review of remark-able CX in Ireland International Domestic 1970 2016
The power of advocacy
What CX means to Irish businesses Brand story encouragement Personality vs produ ct
The new way of doing business in Ireland Irish businesses live and die by referrals
Killer framework and the six pillars Recognising our Removing unnecessary TIME & PERSONALISATION history together EFFORT operational hurdles Trust based on my Creating moments needs not yours EXPECTATIONS INTEGRITY of magic Listen to customer’s EMPATHY Turning a poor experience immediate circumstances RESOLUTION into an amazing one
CX excellence and failure PERSONALISATION Large enterprise cannot compete with authentic relationships Aer Lingus FFP
CX excellence and failure PERSONALISATION
CX excellence and failure INTEGRITY
CX excellence and failure EMPATHY Listen to their needs and stand in their shoes all the time
CX excellence and failure TIME & EFFORT TIME & EFFORT Remove all unnecessary steps and hurdles in doing business together
CX excellence and failure EXPECTATIONS Under promise and over deliver
CX excellence and failure RESOLUTION Identify the gaps and deliver heroic recovery
Recognised challenges for the Irish businesses Benchmarking your CX Delivery Creating an enduring CX culture CX and your people Your customer journey Size does matter The first step Q & A
A QUESTION for you all …
Attracting & Retaining Customers Competition Committed Staff
YOUR Customers’ experience - what IS it like today?
I THINK we provide good service!
How do you think YOU are doing now?
We need to CONNECT with them first……. Students Millennials Seniors
How can you benchmark your CX delivery Complaints & compliments process Customer focus groups Questionnaires and surveys Customer conversations-reactive and proactive Mystery shopping Feedback hotline
The alternative to minding them? Cost to get a new sale Cost to sell to an existing customer
Get your own ducks in a row
Wish you were here, or not?
Think CUSTOMER Take a couple of minutes to answer the following question: How do you want YOUR customers to feel after any interaction with the staff in your business?
The most important asset in your business? Customers Staff
How do your staff treat the customer?
Think STAFF Take a couple of minutes to answer the following question: What specific service standards do you expect from the staff in your business?
Brainstorm with your staff, it’ll go down a storm
HIGH COST AND Brainstorming HIGH COST AND HIGH IMPACT LOW IMPACT new CXE KEEP the idea – BIN the idea see can the cost be ideas reduced Cost LOW COST AND LOW COST AND HIGH IMPACT LOW IMPACT NO BRAINER – Backburn idea – Run with it look at again Impact
Practical steps to take….. The beginnings of a simple plan HOW? Define clear CX goals with PIETER Design Measurements and benchmarks Invite staff to be part of this Through recognition, newness, incentive Allocate responsibility Give ownership of certain aspects Measure success NPS, VOC, Mystery Shop, Survey Celebrate improvements Create some excitement
Customer personas
How to get started on your customer journey
Great CX journey
CX Ranking Market share position Irish Credit Union 1st 7th
CX Ranking Ulster Bank 108th AIB 111st Bank of Ireland 125th
Identify key trust building moments across the journey Surprise and delight Deliver what I said I would Motivational kick Fight to keep me UNDERSTAND LOSING ACQUISITION WELCOME ME BETTER YOU Under promise over deliver Put yourself Take me through the process in my shoes Show me the pain points
Remark-able first time experiences Effortless - vs - Remark-able Acceptable level of So good, I will remark experience where it onto a friend hurdles are removed Make it easy for me to Make it easy for me to inspire others do business with you I will tell the world I won’t complain
Your checklist: Benchmark where you are, define where you want to be Engage your staff in all aspects of creating service enhancements Explore all customer engagement ‘touchpoints’ Test the experience Develop a phased plan to create desired experience outcomes
Your staff
Make sure your business is …
In a nutshell … Never feel intimidated by this thing called CX Actively develop & nurture a customer first mind-set immediately Forget who you “think" your customers are – FIND OUT Seek feedback – gain insights into their behaviours, preferences & habits
In a nutshell … If it doesn’t make customers happy, just don’t do it Teamwork is the customers’ friend, silos their enemy Work out what you can measure and keep measuring Decide your first next step and just do it!
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