Join CX University's Mohamed Latib and SPLICE Software's Janelle Boris as they share their expertise in creating a robust customer centric program within your organization that will increase positive customer and employee experiences.

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Hello & Welcome
15 Minutes allotted for Q&A
Webinar is Being Recorded
Winners Announced Next Week
Free 2 Hour Consultation
Free CXU Online Course
Marketing Manager
SPLICE Software Inc.
/marciamgbastos

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Agenda
What is customer centricity?
Why does it matter?
How do you approach it smartly?
Who are the key players?
When to seek leadership & alignment Imperatives?

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About CX University
CX University is committed to helping you know more
and be able to do more in the Customer Experience
discipline. We offer quality professional development
programs that appropriately challenge you to gain
knowledge and skills in the fundamentals and best
practices of CX.
From comprehensive Online Courses to custom-
designed Action Learning Workshops as well as
certification prep for the CCXP exam, CXU prepares
practitioners to provide excellence in the discipline.

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Dr. Mohamed Latib
Dr. Latib’s expertise in management and executive
development spans a 30-year long journey of
shaping corporate leaders and team members
from small organizations to Forbes companies
across the globe. He’s worked extensively in the
CX field for over 25 years and has helped create
customer centricity in many businesses.
Dr. Latib has also led innovations in education as
a professor, dean, and vice president at renowned
universities across the United States. He has
developed programs in Europe, Asia, and South
America. He has served on numerous boards and
was President of two international associations.
Founder & CEO
CX University

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.
SPLICE Software Inc.
Offers a cloud-based Dialog SuiteTM that specializes in using big
data and artificial intelligence to create distinctly human
messaging.
Our patented software sends automated Voice & SMS in the right
moment of the customer journey to drive optimal engagement, and the
desired call to action. Our Suite enables you to collect and manage
customer's permissions and preferences so you can personalize,
communicate, and measure like never before.
Some recent accolades…

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Janelle Boris
Janelle brings over 10 years’ retail experience to
the table. With an everyday focus of driving
success for her SPLICE clients, Janelle uses her
passion for client relations and accurate program
design to ensure SPLICE maintains an unparalleled
level of customer engagement and retention.
Her account management has lead SPLICE clients
to both Customer Engagement and Store
Operations awards, and she looks forward to
bringing these valuable insights and tools to future
clients, and the industry in general, to aid in the
maximization of the in-store customer experience.
Retail Account Manager
SPLICE Software Inc.

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Changing Power Dynamics
Technology Leverage
Democratization
Asymmetries
New playing field
turbo-charged by
customers
Global in Scope
Customer Demands
Instant responses
Personalization
Quality products
Service quality
Transparency in
communications and
products
Trust
Anticipate needs

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I want to share my ideas for product
and service improvements
The New Breed of Customers
When I complain on social media
(and I do) I want quick action
I have a lot
of choices –
and I’m not
afraid to go
somewhere
else
I want you to tell me what
you’re doing to improve
I want to communicate
with you however I want,
whenever I want
I want self-service and I want to
get in touch with other customers
if I have a problem so I can
benefit from their experience
I use my smart phone for
almost everything
I want you to treat me like you
know me in every interaction

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CX: Where We Stand
97% of execs say delivering a great customer experience is
CRITICAL to their business.
80%of CEOs believe they offer a superior customer experience.
Only 8% of their customers AGREE.
54% of consumers shared BAD experiences with more than 5
people. 33%shared GOOD experiences with more than 5 people.
Companies that OUTPACE their COMPETITORS in CX have
50%more engaged employees than those with CX that lags their
peers.
89% of customers say they have switched to a COMPETITOR
because of a POOR customer experience.
A modest increase in customer experience can generate
ADDITIONAL REVENUES over 3 years between $472M and $824M
for every $1bn in annual revenue.

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What is Customer Experience?
It is the customer’s perception of all
the interactions they have with us
and the value it creates for them.
It is how we know and perform
against expectations.
It is the emotions we create with
every interactions.

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Moderate
Financial Storyline
$820 Million

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The New Normals
Employees
Customers
Competitive
Advantage

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The First New Normal:
Customers
CX
Journey
Map
Strategy
Structure
Technology
ValuesTasks
Policies
Practices

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Whole Ecosystem Alignment
Technology
People
Leadership
Brand
Promise
Corporate
Strategy
Technology
People
Leadership
Brand
Promise
Corporate
Strategy
Silos

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Alignment: Leadership
Compelling
brand
promise tied
to vision
Must-win from
the ‘outside-
in’
Feedback for
continuous
learning
Experience
Redesign-
empathy
Implement
change and
sustain
5 Marathon Principles

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Why so
Difficult?
Loss of
interest
No
common
ground
Buy-in
failure
Behavior
change
Siloed
customer
data
Service
and
rewards

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Customer Centric Behaviours
Gain and use deep understanding of the customer’s needs
Behaviors should be observable, traceable & measurable.
Good Examples:
We keep the customer’s voice & needs as a part of every meeting.
We share examples of the customer’s expressed needs with all.
We identify &track measures which reflect that customer’s perception
if needs are met.
We make sure employees are a part of a team that is creating new
solutions/
Poor Examples:
We listen to the customer
We understand the customer needs
Work with the rest of the organization

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So Close, Yet So Far
Situation
Wanted to collect customer feedback,
to improve their customer’s experience.
Solution
Deliver NPS Surveys to customers
Results
Did not have success criteria defined
Did not close the loop
Customers become disenchanted.

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On the Mark
Situation
Noticed a decline in new sign ups
for their loyalty program
Solution
Company sent out a survey to
gather feedback from customers
regarding everything from service
at store level to corporate policies
Results
New training processes
implemented for all staff.

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The Second New Normal
Employees
Customers
at the Core
Employees
at the Core

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The New Breed of Associate
I want to contribute my
ideas for product and
service improvements
I want to develop skills that
develop me for the future
I have a lot of choices –
and I’m not afraid to go
somewhere else
I want you to tell me what
we are doing to improve
I want to grow and develop
with new skills more
relative to the market
Customers are demanding more and I don’t
feel I know how to or enabled to deliver
How can I understand what
customers want and need?
I need to understand
more about what you
want from me

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Inherent Value
Productivity
Company financial
performance
Employee performance
Sales performance
Employee retention
Customer Demands
Instant responses
Personalization
Quality products
Service quality
Transparency in
communications & products
Trust
Anticipate Needs
Customer loyalty
Employees at the Core

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Associate Engagement
Engagement
Emotions
Cognitions
Behaviors
... DISCRETIONARY BEHAVIORS

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Change Comes from Within
Best Practices
Create a Shared Understanding of the
Customer Experience Vision
Create Consistent Communications and
Standards
Provide Employee CX Training
Provide Recognition and Rewards
Celebrate Successes Publicly
Align Hiring Requirements to CX Strategy
Tie Incentives and Advancement Directly
to CX Success

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Tips for Customer Centricity
Define the CX vision based on business and
brand strategy, customer insights, and market
trends.
Define the customer lifecycle stages and major
interaction points with your customers.
Define and design end-to-end omni-channel
customer journeys.
Determine the impact of the journey designs
on people, processes, technology, leadership,
structure.
Brand & CX Vision,
Charter, Strategy
CX Understanding

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Tips for Customer Centricity
Define customer-centric measurements and
KPIs,
Create a CX KPI dashboard for continuous
monitoring and improvement,
Define the CX vision based on business &
brand strategy, customer insights, and
market trends.
CX Transformation Map
CX KPI Dashboard

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Transforming Organization?
Holacracy
New Organizational Forms
Empty Chair at the table
Practical empathy strategy
Undercover boss-Walk in ‘their’ shoes
New metrics
Net Promoter Score
Net Effort Score
Emotion Scoring
Heuristic jobs
Align with CX complexity
Lattice Culture
Adding the human touch

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The “Little Things” Matter
Emphasize Security
Trusted Guarantee
Make Technology a Helpful Tool
Facilitate Innovation
Connect with Community
Care and Support

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Bringing CX to Life
Umpqua Bank Appeal to
sensorial,
behavioral,
social,
cognitive
receptors.
Deep
Community
Relations

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Bringing CX to Life
Ritz Carlton
Ladies and Gentlemen
serving
Ladies and Gentlemen

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Q & A

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Thank You!
To learn more about SPLICE,
go to www.SPLICEsoftware.com
To learn more about CXU,
go to www.cxuniversity.com