Mastering the 4 Customer Experience Competencies


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Mastering the 4 Customer Experience (CX) Competencies

CX week Presented By Qualtrics

Bruce Temkin, CCXP CX Transformist & Managing Partner Temkin Group

May 2015


The core insight…

“Do what you do so well that they will want to

see it again and bring their friends.”

- Walt Disney


What is customer experience? The perception that customers have of their

interactions with an organization


What is customer experience?

Emotion

Customer Experience

Degree to which customers can

accomplish their goals

The difficulty or ease in

accomplishing their goals

How the interaction makes the customer feel

The perception that customers have of their interactions with an organization


80% 60% 70%

Very Poor Poor Okay Good Excellent

50%

Supermarket Chains

Banks

Health Plans

Airlines

Parcel Delivery Services

Credit Card Issuers

Major Appliances

Retailers

Insurance Carriers

Hotels

Utilities

Industry Average Low Score High Score

Fast Food Chains

Auto Dealers

Software Firms

Wireless Carriers

TV Service Providers

Rental Car Agencies

Investment Firms

Computer & Tablet Makers

Internet Service Providers

39%

2015 Temkin Experience

Ratings 293 companies across 20

industries based on a survey of 10,000 U.S.

consumers

www.TemkinRatings.com


Four CX core competencies

Customer-‐Centricity

Purposeful Leadership

Customer-‐Connectedness

Employee Engagement

Compelling Brand Values



Do your leaders operate consistently with a clear, well-‐ar5culated set of

values?


Purposeful leadership lessons…

“Everyone on the team must focus on the same goal. It’s my job to effectively communicate those goals to the team; emphasize those goals every day; and understand that although everyone has a common goal, individuals also have goals, needs, and dreams that must be cared for.”

… from Roy Williams, coach of UNC men’s basketball team


Purposeful leadership lessons…

… from Roy Williams, coach of UNC men’s basketball team

“Everyone on the team must focus on the same goal. It’s my job to effectively communicate those goals to the team; emphasize those goals every day; and understand that although everyone has a common goal, individuals also have goals, needs, and dreams that must be cared for.”


And you can’t fake it

Corey Booker, U.S. Senator from New Jersey

“My mom used to say that who you are speaks so loudly that I can’t hear what you say.”



Are your brand a;ributes driving decisions about how you treat

customers?


A comment about brands

“Customers must recognize that you stand for something.” -Howard Shultz, Founder of Starbucks

and employees

- Edited by Bruce Temkin


Make promises Embrace promises

Keep promises

How you build a “real” brand…


Delivering “The Safelite Advantage®”

Field Technician Five T’s:

•  Time: Call customers in advance to notify them of arrival

•  Touch: Shake hands, make eye contact, and engage the customer

•  Technical excellence: Doing it right the first time, every time

•  Talk: Tell the customer what we’re going to do and do it •  Thanks: Show appreciation for choosing Safelite


Employee Engagement

Are employees fully commi;ed to the goals of your

organiza5on?


Engaged employees are an asset

Base: 5,317 U.S. consumers employed in for-profit organizations Source: Employee Engagement Benchmark Study, 2014

Make a recommendation about an improvement that can be made in your company Do something that is good for your company even if it is not expected of you

Highly Engaged Disengaged

50% 17%

78% 24%

Employees that are likely to do these things…


CX leaders have more engaged employees

31%

69%

Highly/moderately engaged employees

Less engaged employees

74%

26%

CX worse than competitors

CX significantly better than competitors

Base: 5,317 U.S. consumers employed in for-profit organizations Source: Employee Engagement Benchmark Study, 2014

Almost 2.5x as many engaged employees


Employee engagement virtuous cycle

Great Customer Experience

Engaged Employees

Loyal Customers

Strong Financial Results

Lower Employee Turnover

Prouder Employees Investment In

Employees


The Five I’s of Employee Engagement •  Provide employees the

information they need to understand what’s expected

Inform •  Connect employees to the

company’s vision and values Inspire •  Support employees with training,

coaching, and feedback Instruct •  Take action with employees to

improve processes and solve problems

Involve •  Deploy appropriate systems to

measure, reward, and reinforce desired behaviors

Incent


Customer Connectedness

Is customer feedback and insight integrated throughout your

organiza5on?


Using customer insights to fuel an ongoing factory of customer-insightful

decisions

6 D’s of a Voice of the customer program

Detect

Disseminate

Diagnose

Discuss

Design

Deploy


Intuit’s closed loop system (CLS)

•  Close the loop in a timely manner •  Ensure that the CLS is a delightful

experience •  Only survey if you can close the

loop •  Leaders closest to the process

should follow up •  Gaming the system is

unacceptable •  All new offerings must have a

clearly defined CLS prior to launch


When a USAA member calls in to change an address…


When a USAA member calls in to change an address…

•  Are you going on active duty? •  If yes, then…

–  Do you want to put your auto insurance on hold?

–  Have you executed a power of attorney?

–  Have you executed a healthcare proxy?

–  Do you have enough life insurance?


Focus on all four CX core competencies


Do your leaders operate consistently with a clear, well-articulated set of values?

Employee Engagement

Are employees fully committed to the goals of your organization?


Are your brand attributes driving decisions about how you treat customers?

Customer-Connectedness

Is customer feedback and insight integrated throughout your organization?


Don’t forget…

“Do what you do so well that they will want to

see it again and bring their friends.”

- Walt Disney


Thank you!

Bruce Temkin, CCXP CX Transformist & Managing Director Temkin Group www.temkingroup.com Blog: ExperienceMatters.wordpress.com Email: [email protected] Twitter: @btemkin


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Mastering the 4 Customer Experience Competencies

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