Customer Experience Maturity Model Arbela Technologies Corp www
Customer Experience Maturity Model © Arbela Technologies Corp www. Arbela. Tech. com @Arbela. Tech
Arbela Technologies • History • Founded in 2002 • Leading Microsoft Gold Certified Partner Since 2004. • Headquartered in Irvine, California • • Locations across the US and UK. Part of PIPOL – Global Partner Network • 100+ US based employees • 15+ European based employees • Focus • Mid-Market to Enterprise for; • • • Manufacturing Distribution Media & Entertainment • Three major practices • • ERP – Dynamics 365 Operations CRM – Dynamics 365 (Sales, Service, Field Service, PSA, Portals) BI and Analytics Marketing Automation (Click. Dimensions, Marketo) • Add-on Products for Dynamics AX & CRM for • • 98% Customer Retention 95% Customer Satisfaction 100+ Customers Security Management & Audit Compliance (ASM) Business Intelligence and Analytics (ADI) © Arbela Technologies Corp www. Arbela. Tech. com @Arbela. Tech 2
Introductions Tim Harris VP Strategy & Solutions tim@arbelatech. com Twitter: @Dax. Talk © Arbela Technologies Corp www. Arbela. Tech. com Arbela Technologies www. Arbela. Tech. com Twitter: @Arbela. Tech 3
Purpose of Today’s Presentation • Understand why is customer experience so important? • Introduce you to the customer experience maturity model • Give you a high level walkthrough of the main categories in the model and each level of maturity benchmarking • Introduce you to some high level strategies of what to focus if you are at each level • Introduce you to some high level focus areas to move you from one level to another • Discuss next steps © Arbela Technologies Corp www. Arbela. Tech. com @Arbela. Tech 4
Why is Customer Experience Important 89% of companies plan to compete primarily on the basis of customer experience by 2018 - Gartner 89% of customers said a great customer experience is a key factor in brand loyalty. -e. Consultancy 86% of buyers will pay more for a better customer experience. Yet only 1% of customers feel that vendors consistently meet their expectations. - Forbes 86% of customers stop interacting with and buying from businesses if they have a bad customer experience -Harris Interactive 25% increase in profitability through multi-channel integration as a key component of customer experience. - Oracle © Arbela Technologies Corp www. Arbela. Tech. com 64% of people think that customer experience is more important than price in their choice of a brand - Gartner @Arbela. Tech 5
Note on Digital Transformation © Arbela Technologies Corp www. Arbela. Tech. com @Arbela. Tech 6
Customer Experience Maturity Level 1 - Interested 19% of Organizations • Customer experience is important, but funding and upper-level support is minimal. 36% of Organizations are not yet at Level 1! Level 2 - Invested 22% of Organizations • Customer experience is important and initial programs are being put in place -- but the effort is still not connected with profitability for the organization. Level 3 - Committed 11% of Organizations • Customer experience is critical to the company and executives understand how it's connected to fundamental results: It's not customer experience for customer experience's sake. 8% of Organizations Level 4 - Engaged • Customer experience is a core part of the company's strategy and objectives. Level 5 - Embedded 4% of Organizations • It's in the company's DNA, the essence of everything and anything the company does. *Forester Research - Customer Experience Maturity © Arbela Technologies Corp www. Arbela. Tech. com @Arbela. Tech 7
Customer Experience Maturity Category Interested Level 1 Invested Level 2 Committed Level 3 Engaged Level 4 Embedded Level 5 Organizational Culture Raising awareness of benefits of customer experience Get’s buy-in for customer centric organization by process Solidifies certain believers in the organization Alignment of empowerment and customer centricity into HR Sustained customer centric DNA across the enterprise Measurement & Analytics Limited KPI’s around customer Starting to utilize KPI’s in Listen through Serve KPI’s for specific projects and departments KPI’s driven across all levels of customer experience leading to better decisions and training need identification KPI’s linked to growth strategy, investment funding & compensation Customer Journey Mapping Typically focused on Listen Attract – Acquire - Serve Starting to look at the full lifecycle of the customer from Listen to Enable Tailored programs for each of the lifecycles elements with the customer. Employee behaviors mapped at each phase and automation included into processes Fully actualized customer journey integrated across the enterprise. Vo. C Evaluate different customer listening posts Consolidate customer experience metrics & processes for fixing problems Vo. C tailored for each different organization Vo. C integrated into key processes Customer insight prevalent in very process across the enterprise Central Customer Experience Evangelism and collection of customer insights Manage Vo. C processes, internal communication and smaller number of proejcts Provide consultative support to and build network of customer experience advocates across the organization Best practice sharing across the organization Reinforcing of customer experience across the organization Senior Leadership Role Thinks customer experience is important Believe customer experience is very important and add goals to their direct reports Understand the link between customer experience and business results & willing to make significant investments Incorporate customer experience s a core tenant of the overall business strategy View their role as the keeper of customer-centric culture © Arbela Technologies Corp www. Arbela. Tech. com @Arbela. Tech 8
Organizational Culture 4 Years Level 1 Interested Level 2 Invested Level 3 Committed Level 4 Engaged Level 5 Embedded Raising awareness of benefits of customer experience Get’s buy-in for customer centric organization by process Solidifies certain believers in the organization Alignment of empowerment and customer centricity into HR Sustained customer centric DNA across the enterprise Focus is on cognitive & awareness based initiatives © Arbela Technologies Corp Real cultural change and executive buy in across the board www. Arbela. Tech. com @Arbela. Tech 9
Measurement & Analytics Level 1 Interested Limited KPI’s around customer © Arbela Technologies Corp Level 2 Invested Starting to utilize KPI’s in Listen through Serve Level 3 Committed Level 4 Engaged Level 5 Embedded KPI’s for specific projects and departments KPI’s driven across all levels of customer experience leading to better decisions and training need identification KPI’s linked to growth strategy, investment funding & compensation www. Arbela. Tech. com @Arbela. Tech 10
Customer Journey Mapping Level 1 Interested Level 2 Invested Level 3 Committed Level 4 Engaged Level 5 Embedded Typically focused on Listen - Attract – Acquire - Serve Starting to look at the full lifecycle of the customer from Listen to Enable Tailored programs for each of the lifecycles elements with the customer. Employee behaviors mapped at each phase and automation included into processes Fully actualized customer journey integrated across the enterprise. Listen Enable Attract Customer Lifecycle Retain Expand © Arbela Technologies Corp www. Arbela. Tech. com Acquire Serve @Arbela. Tech 11
Your Customer’s Journey / Lifecycle Listen Enable Attract Customer Lifecycle Retain Expand © Arbela Technologies Corp Listen • Build Fans, Surveys, Social Media, Email, Sentiment Analysis, NPS Attract • Marketing Automation, Web, Social, Email, In-Person Events Acquire • Lead & Opportunity management & ML Scoring, Quoting, Knowledge Base Serve Acquire Serve www. Arbela. Tech. com Expand • Service Management, Case Management, Field Service, Portals • Marketing Automation – Web, Social, Email, Cross/Up Sell Retain • Surveys, Follow-ups, Touch Points, Marketing Automation Enable • Portals, Self Service, Reporting, Feedback @Arbela. Tech 12
Voice of the Customer Level 1 Interested Level 2 Invested Evaluate different customer listening posts Consolidate customer experience metrics & processes for fixing problems Level 3 Committed Vo. C tailored for each different organization Level 4 Engaged Level 5 Embedded Vo. C integrated into key processes Customer insight prevalent in very process across the enterprise Vo. C – Voice of Customer “Term used in business and IT to describe the in-depth process of capturing a customer’s expectations, preferences and aversions. ” © Arbela Technologies Corp www. Arbela. Tech. com @Arbela. Tech 13
5 Critical Steps in Executing Customer Experience Program based on Vo. C • Relationship Tracking • Interaction Monitoring • Continuous Listening • Project Infusion • Periodic Immersion © Arbela Technologies Corp www. Arbela. Tech. com @Arbela. Tech 14
4 key areas of Vo. C • Capture: It’s important to identify customer listening posts both internally and externally. Surveys are the easiest and most common way to establish listening posts across all customer touch-points and departments. • Analyze: After capturing key insights, you can then analyze feedback in realtime. It’s important to deliver clear and actionable insight to the right employee stakeholders. • Act: Successful Vo. C programs put you in the best position to act on real-time insight. Knowing where the problem areas are, allows you and your team to take corrective action. • Monitor: Continuous monitoring helps you to track your results over time. Having a real-time pulse on your customers helps you uncover patterns to see where you are making improvements across the enterprise. © Arbela Technologies Corp www. Arbela. Tech. com @Arbela. Tech 15
Central Customer Experience • • Level 1 Interested Level 2 Invested Level 3 Committed Level 4 Engaged Level 5 Embedded Evangelism and collection of customer insights Manage Vo. C processes, internal communication and smaller number of proejcts Provide consultative support to and build network of customer experience advocates across the organization Best practice sharing across the organization Reinforcing of customer experience across the organization CRM applications provide the perfect repository of all customer related information 360 degree view of the customer Empowerment of agents to act across the organization Easily hand-off between customer interaction points © Arbela Technologies Corp www. Arbela. Tech. com @Arbela. Tech 16
Senior Leadership Role Level 1 Interested Level 2 Invested Level 3 Committed Level 4 Engaged Level 5 Embedded Thinks customer experience is important Believe customer experience is very important and add goals to their direct reports Understand the link between customer experience and business results & willing to make significant investments Incorporate customer experience s a core tenant of the overall business strategy View their role as the keeper of customercentric culture Focus is on cognitive & awareness based initiatives © Arbela Technologies Corp Real cultural change and executive buy in across the board www. Arbela. Tech. com @Arbela. Tech 17
3 Key Strategies for Strong, Lasting Customer Experience • Obsess about customer needs, not product features • Listen, Interpret, React, Monitor • Reinforce the brand with every interaction, not just communication • Treat customer experience as a competence, not a function © Arbela Technologies Corp www. Arbela. Tech. com @Arbela. Tech 18
Key Focus Areas by Maturity Level 1 Interested Key Focus Explore Opportunities Cultural Change Raise Awareness © Arbela Technologies Corp Level 2 Invested Level 3 Committed Level 4 Engaged Level 5 Embedded Fix Problems Redesign Processes Empower Employees Sustain Customer Centric DNA Solidify Beliefs Align all HR Systems Sustain Customer. Centric DNA Get Buy-in www. Arbela. Tech. com @Arbela. Tech 19
Next Steps • Attend the Customer Experience webinar series and dive into depth on each cross section of maturity • Contact us for a free maturity assessment and roadmap Email us at info@arbelatech. com © Arbela Technologies Corp www. Arbela. Tech. com @Arbela. Tech 20
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