Webinar How To Drive Action In Your Voice

Webinar How To Drive Action In Your Voice Of The Customer Program Maxie Schmidt-Subramanian, Senior Analyst December 4, 2014. Call in at 12: 55 p. m. Eastern time

Agenda › Vo. C programs aren’t effective in driving actions. › Customize your engagement

Voice of the customer gives companies direction.

Effective Vo. C programs improve customer experience by making customer feedback an integral part of a company’s decisions.

Effective Vo. C programs accomplish four key tasks Take the customer’s perspective Share insights

71% › Our Vo. C program is not successful in driving action. Base: 141 global B 2 B and B 2 C companies with Vo. C programs; Source: Forrester’s Q 2 2014 Global State Of Voice Of Customer Programs Online Survey © 2014 Forrester Research, Inc. Reproduction Prohibited 9

Vo. C programs still aren’t embedded in the organization 64% › Active executive support 41% › Input for CX design 40% › 35% Employee › Embraced incentives/ by performance employees reviews 34% › Adequate resources Base: 141 global B 2 B and B 2 C companies with Vo. C programs; Source: Forrester’s Q 2 2014 Global State Of Voice Of Customer Programs Online Survey © 2014 Forrester Research, Inc. Reproduction Prohibited

Agenda › Vo. C programs aren’t effective in driving actions. › Customize your engagement strategy for internal stakeholders. › Recommendations © 2014 Forrester Research, Inc. Reproduction Prohibited 12

Unengaged

Unfocused

Underutilized

Unengaged Unfocused Underutilized

Motivate the unengaged through emotion and logic.

› Listening sessions: more than 25 executives and 60 to 80 calls © 2014

Convey the magnitude of issues by sizing the impact on customers.

Boost Vo. C credibility and advocacy by enlisting Vo. C champions.

› Pilot project: “One call to move” • 28% higher satisfaction in new pilot process than current process › Process rolled out to all customers now • NPS improved from -42 in 2012 to +23 in the beginning of 2014 © 2014 Forrester Research, Inc. Reproduction Prohibited

Guide the unfocused with actionable insights.

Identify issues and solutions by connecting Vo. C data dots.

Prioritize improvements: Sage Software North America’s CX Optimizer CX VOC funnel › Triangulate findings from different sources. © 2014 Forrester Research, Inc. Reproduction Prohibited Prioritization › Calibrated and ranked for: • • CX/brand impact NPS/CSAT synergy Magnitude/frequency Revenue/margin impact Action › Findings are assigned to product teams, the CX Council, and the Architecture Advocacy Council for resolution.

Sage NA’s heat map helps pinpoint how issues affect the customer journey © 2014

GE Healthcare: Be stakeholder-centric when sharing information.

Empower the underutilized with advanced tools.

Identify at-risk customers to preempt problems by using predictive analytics © 2014 Forrester Research,

Use predictive analytics to help frontline employees to better serve customers © 2014 Forrester

AT&T Mobility tracks CX success continuously Product development © 2014 Forrester Research, Inc. Reproduction

Help uncover new opportunities Analyst- and media-sourced customer perception Customer-oriented social media: communities, Twitter, etc. Customer surveys CSAT Events and interviews Cisco Advisory Boards © 2014 Forrester Research, Inc. Reproduction Prohibited

Agenda › Vo. C programs aren’t effective in driving actions. › Customize your engagement strategy for internal stakeholders. › Recommendations © 2014 Forrester Research, Inc. Reproduction Prohibited 34

Maintain focus on the customer through journey-based CX dashboards © 2014 Forrester Research, Inc.

Team up with process improvement teams to embed Vo. C in the business Vo. C Process improvement Customer focus and feedback Structure, tools, and scale © 2014 Forrester Research, Inc. Reproduction Prohibited

Close gaps that prevent your internal customers from using Vo. C insights Map decision-making. . . › Which decisions do they make and when? › Which stakeholders are involved? › What are the decision-making processes or tools they use? › Which data do they use, and which data are they lacking? › Which role does Vo. C data play in decision-making? © 2014 Forrester Research, Inc. Reproduction Prohibited . . . and assess its health. › How much is the customer perspective represented in decision-making? › What are the challenges in using Vo. C data for decisions? • • Right data not available Didn’t understand data Data provided at the wrong time Data provided with not enough/too much granularity • Etc. 37

Three steps to great storytelling that inspires action › Define the purpose › Analyze

Craft your three-act play ACTI I–– Setup ACT IIII –– Vision ACT III –– ACT Action What are challenges and opportunities? What is the new way to look at the problem? What do we need to do about it? Who are the players? What will convince the audience of the vision? What is the request? What will you give in return? What is the recommendation or point of view? What is the topic? Why does it matter? © 2014 Forrester Research, Inc. Reproduction Prohibited What is the evidence? Three clear takeaways or What did we agree needs to be done, by whom, and when?

A Vo. C three-act play ACTI I–– Setup ACT IIII –– Vision ACT III –– ACT Action Customers are telling us that the website experience isn’t working for them. It’s worth fixing the website. I’d like you to join a cross -functional team I’m establishing to research the problem and come up with a solution. They’ve been calling into the call center at record volumes, and it’s costing us a lot of money. © 2014 Forrester Research, Inc. Reproduction Prohibited Spending money to make the website a better experience for our customers will reduce costs and improve customer loyalty. Would you be willing to join?

And before we conclude: “Out of discord comes the fairest harmony. ” (Heraclitus)

Report: How To Drive Action With Your Vo. C Program © 2014 Forrester Research,

Read more research if you are CX pros working on Vo. C and CX metrics › See the upcoming “How Journey Maps Improve CX Measurement Efforts” report › November 21, 2014, “How To Drive Action With Your Vo. C Program” › June 20, 2014, “The State Of Voice Of The Customer Programs, 2014: It's Time To Act” › June 27, 2013, “Seven Steps To Successful Customer Experience Measurement Programs” © 2014 Forrester Research, Inc. Reproduction Prohibited

Thank you Maxie Schmidt-Subramanian Email: mschmidt@forrester. com Phone: +1 617. 613. 6746 Twitter: @maxieschmidt Blog: blogs. forrester. com/ maxie_schmidt_subramanian