Post on 04-Jul-2020
© TribeCX Ltd 2018
Fuelling Customer ExperienceHow Shell puts customers at the centre of everything they do
Mark Harrison
© TribeCX Ltd 2018
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© TribeCX Ltd 2018
My customersEach day millions of people buy fuels, lubricants and
other goods across Shell’s global network of more than
43,000 service stations.
Shell also distributes its lubricants from various outlets
such as oil change garages, retailers and distributors.
Shell also supplies natural gas to power homes and
businesses, low-carbon biofuel, cleaner fuels for ships
and trucks and essential chemicals for everyday
products.
Customers alsoInteract with Shell on-line, via social media and via
customer service centres.
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Choose your CX framework
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Define a consistent framework, then empower and equip the organisation to act with freedom.
VisionDirection and purpose “why we do things”: it aligns customer experience strategy across the
organisation, both internally and externally.
Design
Answers the question “what we do”: it directs the activities of customer experience implementation and delivers efficiency in execution.
CultureDefines “how we do things”: it creates the right mindset and behaviours to deliver on authentic experiences.
LearningSharing ideas for continued improvement: it ensures organisations continuously better
themselves.
© TribeCX Ltd 2018
Outside-In View
Customer’s Experience
Company’s Experience
Inside-Out View
Business Strategy CX Roadmap
Vision: why we do …§ Start with the business strategy (CX is
one part)
§ Define success outcomes for thecustomer and the company
§ Build your CX roadmap: Define the projects and practices you need to succeed
§ Commit the resource (people, $, time)
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Practitioner Calls: www.tribecx.com
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CX must be part of the business strategy: it’s not the strategy
Copyright of Shell International CONFIDENTIAL
150% - 50%NFR - FUELS
220%
FUELS MARGIN FROM
LOW EMISSION ENERGY
SOLUTIONS
3LOWER
CARBONSITES AND
OPERATIONS
4EVERY
CUSTOMER TREATED LIKE A
GUEST ON SITE
& DIGITAL
5100%OF SITES
COMMITTED TO LOCAL
COMMUNITIES UNIFIED BY
A GLOBAL SOCIAL CAUSE
BETTER PRODUCTS & SERVICES BETTER EXPERIENCES BETTER PEOPLE & COMMUNITIES
Outcomes clearly defined
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Build the CX Roadmap using the e2e journeySequence the improvement projects and practices
Chat?YES NO
SELF – HELP
help and support link assists with frequent queries, pre/ post purchase; online and via the app
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SITE ESSENTIALS
on-site excellence delivers the Welcome to Shell experience and makes customers feeltreated like a guest
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FEEDBACK
strengthen on-site resolution, invest in on-site resource, guide customer to preferred feedback channel
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ASSISTED HELP
increase non-voice by introducing digital channels; live chat; social media queries
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INTEGRATED OP
one digitally empowered CSC handles all queries, using social to drive brand value
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Welcome to Shell: Quick and Easy, Clean and Bright, Everything Works, Treated Like A Guest
Measurement Framework: NPS, CSI, Operational, CI
Making Life’s Journeys Better: Every Customer Treated Like A Guest
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Design: what we do …§ Listen to the actual Voice Of The
Customer
§ Establish CX Governance, take decisions and hold this body to account
§ Design in the customer experienceand the company experience
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B2B customers are choosing to talk to you across multiple platformsAre you really listening, taking action and responding to your customers?
Reviews
CRM
Social Media
Surveys
Complaints
Voice of the Customer: there are many different listening posts
Call logs
§ Your customers expect you to listen, act and respond across all channels
§ 3 in every 4 customers will switch if they don’t receive
the experience they expect
§ Most organisations only focus on surveys and complaints, because it’s hard to listen across all
§ There are new, easy to use, practical AI tech solutionsthat integrate all the feedback so you can now listen,
act and respond e.g. Warwick Analytics
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CX Governance is critical in B2B§ X-business teams both at a corporate and a market level§ Accountable for CX, Value (from CX), Efficiency (of CX) at a corporate and a market level
Sales
Supply Chain
HR
Finance
Technology
Global + LocalCX Councils
Customer ExperienceValue
Efficiency
Marketing
Customer Operations
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Culture: how we do …§ Be explicit and consequent about the
customer centric culture you want
§ Show how the culture links to experience and to performance
§ Be prepared to rethink key people processes across your organisation
3Behaviours
Measurement and KPI
E2E Process Improvements
Knowledge and Skills
Communications and Engagement
Reward andRecognition
Financial Results
Our Customer Experience
11Practitioner Calls: www.tribecx.com
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Learning: getting better …§ Develop a customer centric approach
to change management
§ Build continuous improvement capability across the front-line
§ As you learn CX practices and deliver proof points put them into your CX playbook
§ Make today better than yesterday
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Practitioner Calls: www.tribecx.com
i) Customer’s issue: you make me feel this way because you …
ii) Organisation’s issue: this results in …
Customer insightand
Case for change
iii) Results delivered: the approach is added to your CX playbook
Design, Build, Test, Learn and Scale
Change model
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Results
Loyalty NPS:<20 to >60
CXCSat:
6.4 to 8.5
Employee Experience
EE:<75 to >90
Financials $$$:>750m$
Brand Preference #1
© TribeCX Ltd 2018
Delivering CX rapidly and repeatably in B2B The benefits are substantial
ROI improves exponentially as you mature
tx
5x
20x
50x
$
Proof points are needed to move to the next stage
Available resources need to be balanced between delivering projects andbuilding practices
Coaching ConnectionsContentCX Change
CX RoadmapCX PlaybookCustomer Experience Results
CX Projects CX Strategy
www.linkedin.com/in/markharrisoncx