What happens when 30+ Customer Experience professionals come together and discuss around Five Statements... They have fab insights, for example around; is CX a project or a tranformation? or Should Customer Experience be managed from a seperate department?

1. White paper
Sharing the insights of our
CXPA Dutch Network Event
June 15th 2018
Dutch Chapter of the CXPA 15-6-2018

2. Table of Contents - White paper
Page 3 The Invite
Page 4 How were the Insights gathered
Page 5 Discussions around Five statements
Page 6 The statements and our Insights
Page 11 Want to learn more?
Dutch Chapter of the CXPA 15-6-2018 2

3. The Invite
Dutch Chapter of the CXPA 15-6-2018 3

4. How were the Insights gathered?
Dutch Chapter of the CXPA 15-6-2018 4
• We discussed around five
Statements (next page)
• One facilitator stayed at
each table, and after 15
minutes all participants
changed tables. We did
four rounds
• There was no right, or
wrong. Only insights and
peer learning
• On the next pages, you
find our learnings!

5. Discussions around five statements:
1) All organizations must measure success through their
customer
2) Improving your CX operation is a project with a head
and a tail
3) All employees are responsible for CX
4) Customer Experience can best be managed from a
separate department
5) Outside-in-thinking is not enough to understand the
customer
5Dutch Chapter of the CXPA 15-6-2018

6. 6
1. All organizations must measure success
through their customer experience
• The CX professionals disagreed, but for different reasons
• It doesn’t apply to all organizations, it depends on your
purpose or mission.
E.g. for Tony Chocolonely, a doctor, charity organisation or
housing cooperation, CX is not their most important target, but
for companies like Coolblue and Zappos it is. Make sure it is
relevant for your company.
• You don’t measure success through CX only, often metrics are
combined with other (financial) metrics.
• Even more important than measure (NPS score) is act upon it
(NPS spirit). Be curious who your customer is and what he or
she wants. Measuring is a remedy, not an end in itself.
• Experience is not all about the customer, there are also other
relevant stakeholders (ecosystem) to take into account.
Dutch Chapter of the CXPA 15-6-2018

7. 7
2. Improving your CX operation is
a project with head and tail
• The CX professionals absolutely disagreed, because the improving
of the Customer Experience is never done!
• Steering on customer experience is an ongoing job, because you are
never finished and customer needs change.
• But we all agreed that in order to achieve our (BHAG*) we will go for
the desired customer experience. Together with the whole
organisation…
• You need to break it into smaller pieces and work on reaching
milestones along the way with different teams – we call this
‘projects’.
• Nowadays, we also call it agile working and working with scrum
methods.
• So, working on your CX operation is a project with a head, but
without a tail… Because it has no end.
* BHAG = Big Hairy Audacious Goal
Dutch Chapter of the CXPA 15-6-2018

8. 8
3. All employees are responsible for CX
• The CX Professionals disagreed because “if everyone is
responsible, no one is”.
• Employees – in all departments and functions – should
feel responsible and need to understand that they have
final impact on customers. This requires these
ingredients:
– Awareness of what you stand for  define what
type of company do you want to be?
– Awareness of how you impact  make customer
stories and consequences visible and tangible (for
example using customer arena, storytelling, mobile
apps or a physical space) Also focus on the Positive!
– Enablement to take action  provide employees
tools, processes and authority to take corrective
actions. Measure AHT but don’t make it a driving KPI
– Leadership role-modeling  at XS4ALL
management sits once a month in the contact center
to handle customer calls directly
Pitfall to avoid
Don’t overdo it with flowers
and postcards patches.
First listen and fix the
actual issues, before going
for the extra touch!
Pitfall to avoid
Don’t overdo it with flowers
and postcards patches.
First listen and fix the
actual issues, before going
for the extra touch!
Dutch Chapter of the CXPA 15-6-2018

9. 9
4. Customer Experience can best be
managed from a separate department
• In an ideal world, Customer Experience should be embedded in
the whole organization, where every employee knows what to do,
where customer focus is a basic quality of everyone.
• To have real customer impact, a team should be positioned at
least Tier-1 or -2 (in the organizational hierarchy) , with FTE and
budget and support from the board.
To work on changing processes, culture, create customer success
and change the status quo.
• Maturity in CX has great impact on the answer to this question. If
very immature in CX we often see evangelist functions. While
growing in maturity the need for a team, governance and structure
grows as well. When very mature matrixes in competencies take
over, only CX Measurement/CX Insights should still be in one
team
no!
yes
!
it
depends
...
Dutch Chapter of the CXPA 15-6-2018

10. 10
5. Outside-in-thinking is not enough to
understand the customer
The CX Professionals agreed if the statement ‘thinking’ is
interpreted as ‘you understand your customer is not enough’.
You have to validate all your assumptions with your customer.
Suggestions:
• Start with understanding the employees that have customer
contact. In the organizations they understand the customer
best and will help you with the first step in outside-in-thinking/-
doing. Therefore you will acknowledge them and they are
more motivated to do good for your customers.
• ‘The outside’ is not just your customer. It is the whole
ecosystem of the organization and the customer. You also
have to understand the ecosystem to be able to make the right
decisions.
• The combination with the brand values is key to deliver
successful CX. It brings focus in what to do with all the outside
in insights.
Pitfall to avoid
Don’t think for you customer,
ask. Also when looking for
innovative new concepts. The
customer will not ask for
innovation. By getting to
understand his deeper
motivations, you can find
innovative technology to the
(potential) needs of a
customer.
Pitfall to avoid
Don’t think for you customer,
ask. Also when looking for
innovative new concepts. The
customer will not ask for
innovation. By getting to
understand his deeper
motivations, you can find
innovative technology to the
(potential) needs of a
customer.
Dutch Chapter of the CXPA 15-6-2018

11. 11
Kathy van de Laar
CCXP
Nienke Bloem
CCXP
Rosaria Cirillo
CCXP
Marjolein Droog
CCXP
Barbara van Duin
CCXP
Marieke van der Laan Eveliene Olsthoorn
CCXP
Dutch Chapter of the CXPA 15-6-2018
Want to learn more about this session or
the Dutch CXPA Chapter?
Reach out to one of our CXPA Boardmembers: