Vishal Chawla

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and Proprietary information and may not be disclosed or
reproduced without the prior written consent of Ipsos.
The Customer
Experience
Conundrum
Vishal Chawla - SVP Customer Experience & Analytics
March 12, 2020

2. © Ipsos2 ‒
What is “The customer experience conundrum”?
78%
of brands measure
customer experience (CX)
by investing in Voice of the
Customer (VoC) program
using an enterprise
feedback management
(EFM) platform
Big Question
Why do organizations see
limited impact on CX or
return on investment (ROI)?

3. © Ipsos3 ‒
Why do organizations see limited impact on CX?
Narrow CX Focus Traditional AnalyticsSiloed Customer Data
Unempowered
Employees

4. © Ipsos4 ‒
How can organizations achieve holistic CX impact?
CX VISION
360 Customer Profile Innovation
Advanced Analytics Employee Experience

5. © Ipsos5 ‒
Reset Contact Center Value Narrative
• Ensure executive sponsor at the C-level
• Select an overall metric
• Dedicate CX leader and team
• Create omnichannel customer journey
maps and personas
Leading Practices
CX Vision
Only 25%
of brands feel they
have a mature CX
vision and program
that will allow them to
transform customer
experience

6. © Ipsos6 ‒
Reset Contact Center Value Narrative
Leading Practices
360 Customer Profile
Only 28%
of brands in the CX
space have
successfully integrated
VoC data with other
data sets to create a
360 Customer Profile
• Identify the data sources - VoC,
Financial, Operational and External
• Build a roadmap to create the 360
customer profile
• Ensure accountability to enter
meaningful data and improve quality
• Utilize integrated data to drive customer
intelligence

7. © Ipsos7 ‒
Reset Contact Center Value Narrative
• Identify “right” use cases for Artificial
Intelligence and Machine Learning
• Communicate actions to be taken across
all levels based on the insight
• Layout a clear path for activation
• Articulate the return on CX investment
Leading Practices
Advanced Analytics
Only 37%
of organizations feel
that they are using
advanced analytics to
drive insights and
actions

8. © Ipsos8 ‒
Leading Practices
Employee Experience (EX)
Only 11%
of organizations view
employee experience
as a fundamental
component of customer
experience
• Develop EX vision - metric, journey map
and personas and link it to CX vision
• Build training programs to increase the
employee knowledge
• Create a feedback loop with employees
• Empower employees to address
customer needs

9. © Ipsos9 ‒
Reset Contact Center Value Narrative
• Set-up employee-led innovation labs
• Focus on a test and learn mindset and
accept potential failure at first attempt
• Leverage pilots / POC’s for the
“technology innovations” use cases
• Ensure end to end change enablement
for innovation adoption
Leading Practices
Innovation
Only 32%
of organizations create
innovative products and
services based on
customer feedback

10. © Ipsos10 ‒
Reset Contact Center Value NarrativeSo…what next?
There are
5
areas you
must
integrate to
achieve
“holistic”
impact to
solve the CX
conundrum
CX Vision
360 Customer Profiles
Advanced Analytics
Employee Experience
Innovation
Now
Next
Future
There are
3
immediate
actions you
can take to
mature your
customer
experience
journey
Aspire
Assess
Activate

11. © Ipsos
So…
where
what would you like to be tomorrow?
who
Vishal Chawla
Ipsos - SVP Customer Experience & Analytics
vishal.chawla@ipsos.com
+1 (312) 982-5387
Linkedin.com/in/chawla-vishal
Thank you.