Mastering the 4 Customer Experience Competencies

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Mastering the 4 Customer
Experience (CX) Competencies
CX week Presented By Qualtrics
Bruce
Temkin,
CCXP

CX
Transformist
&
Managing
Partner

Temkin
Group

May
2015

The core insight…
“Do what you do so well
that they will want to
see it again and bring
their friends.”
- Walt Disney

What is customer experience?
The perception that customers have of their
interactions with an organization

What is customer experience?
Emotion
Customer

Experience

Degree to which
customers can
accomplish
their goals
The difficulty
or ease in
accomplishing
their goals
How the interaction
makes the customer feel
The perception that customers have of their
interactions with an organization

80%60% 70%
Very Poor Poor Okay Good Excellent
50%
Supermarket Chains
Banks
Health Plans
Airlines
Parcel Delivery Services
Credit Card Issuers
Major Appliances
Retailers
Insurance Carriers
Hotels
Utilities
Industry AverageLow Score High Score
Fast Food Chains
Auto Dealers
Software Firms
Wireless Carriers
TV Service Providers
Rental Car Agencies
Investment Firms
Computer &
Tablet Makers
Internet Service Providers
39%
2015 Temkin
Experience
Ratings
293 companies across 20
industries based on a
survey of 10,000 U.S.
consumers
www.TemkinRatings.com

Four CX core competencies
Customer-‐Centricity

Purposeful

Leadership

Customer-‐
Connectedness

Employee

Engagement

Compelling

Brand
Values

Purposeful Leadership
Do
your
leaders
operate
consistently

with
a
clear,
well-‐ar5culated
set
of

values?

Purposeful leadership lessons…
“Everyone on the team must
focus on the same goal. It’s my
job to effectively communicate
those goals to the team;
emphasize those goals every
day; and understand that
although everyone has a
common goal, individuals also
have goals, needs, and dreams
that must be cared for.”
… from Roy Williams, coach of UNC men’s basketball team

Purposeful leadership lessons…
… from Roy Williams, coach of UNC men’s basketball team
“Everyone on the team must
focus on the same goal. It’s my
job to effectively communicate
those goals to the team;
emphasize those goals every
day; and understand that
although everyone has a
common goal, individuals also
have goals, needs, and dreams
that must be cared for.”

And you can’t fake it
Corey Booker,
U.S. Senator from New Jersey
“My mom used to
say that who you are
speaks so loudly
that I can’t hear
what you say.”

Compelling Brand Values
Are
your
brand
a;ributes
driving

decisions
about
how
you
treat

customers?

A comment about brands
“Customers must recognize
that you stand for something.”
-Howard Shultz, Founder of Starbucks
and employees
- Edited by Bruce Temkin

Make promises
Embrace promises
Keep promises
How you build a “real” brand…

Delivering “The Safelite Advantage®”
Field Technician Five T’s:
•  Time: Call customers in advance to notify them of
arrival
•  Touch: Shake hands, make eye contact, and engage
the customer
•  Technical excellence: Doing it right the first time,
every time
•  Talk: Tell the customer what we’re going to do and do it
•  Thanks: Show appreciation for choosing Safelite

Employee Engagement
Are
employees
fully
commi;ed

to
the
goals
of
your

organiza5on?

Engaged employees are an asset
Base: 5,317 U.S. consumers employed in for-profit organizations
Source: Employee Engagement Benchmark Study, 2014
Make a recommendation about
an improvement that can be
made in your company
Do something that is good for
your company even if it is not
expected of you
Highly
Engaged Disengaged
50% 17%
78% 24%
Employees that are likely to do these things…

CX leaders have more engaged employees
31%
69%
Highly/
moderately
engaged
employees
Less
engaged
employees
74%
26%
CX worse
than competitors
CX significantly better
than competitors
Base: 5,317 U.S. consumers employed in for-profit organizations
Source: Employee Engagement Benchmark Study, 2014
Almost 2.5x as many engaged employees

Employee engagement virtuous cycle
Great

Customer

Experience

Engaged

Employees

Loyal

Customers

Strong

Financial

Results

Lower

Employee

Turnover

Prouder

Employees
Investment
In

Employees

The Five I’s of Employee Engagement
•  Provide employees the
information they need to
understand what’s expected
Inform
•  Connect employees to the
company’s vision and valuesInspire
•  Support employees with training,
coaching, and feedbackInstruct
•  Take action with employees to
improve processes and solve
problems
Involve
•  Deploy appropriate systems to
measure, reward, and reinforce
desired behaviors
Incent

Customer Connectedness
Is
customer
feedback
and
insight

integrated
throughout
your

organiza5on?

Using customer
insights to fuel an
ongoing factory of
customer-insightful
decisions
6 D’s of a Voice of the customer program
Detect
Disseminate
Diagnose
Discuss
Design
Deploy

Intuit’s closed loop system (CLS)
•  Close the loop in a timely manner
•  Ensure that the CLS is a delightful
experience
•  Only survey if you can close the
loop
•  Leaders closest to the process
should follow up
•  Gaming the system is
unacceptable
•  All new offerings must have a
clearly defined CLS prior to launch

When a USAA member calls in to change an
address…

When a USAA member calls in to change an
address…
•  Are you going on active duty?
•  If yes, then…
–  Do you want to put your auto
insurance on hold?
–  Have you executed a power of
attorney?
–  Have you executed a healthcare
proxy?
–  Do you have enough life insurance?

Focus on all four CX core competencies
Purposeful
Leadership
Do your leaders operate consistently with a clear,
well-articulated set of values?
Employee
Engagement
Are employees fully committed to the goals of your
organization?
Compelling
Brand Values
Are your brand attributes driving decisions about
how you treat customers?
Customer-
Connectedness
Is customer feedback and insight integrated
throughout your organization?

Don’t forget…
“Do what you do so well
that they will want to
see it again and bring
their friends.”
- Walt Disney

Thank you!
Bruce Temkin, CCXP
CX Transformist & Managing Director
Temkin Group
www.temkingroup.com
Blog: ExperienceMatters.wordpress.com
Email: bruce@temkingroup.com
Twitter: @btemkin

Q & A

Mastering the 4 Customer Experience Competencies

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