Considering customer centricity in the Irish workforce · Considering customer centricity in the...
Transcript of Considering customer centricity in the Irish workforce · Considering customer centricity in the...
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Considering customer centricity in the Irish workforce Tuesday 3rd October 2017Clare Kavanagh
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What’s in store for the next 30 minutes?
Share the research findings
Consider what it means for us as an industry
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The research
To better understand the attitudes and opinions of
those working in Ireland to the customer experience agenda
OBJECTIVE
An online poll, interviewing a nationally representative
sample of 1,000 workers over a 5 day period in September
2016 and updated in September 2017.
APPROACH
Quota controlled to reflect work status – part-time/full
time and self employed workers – and accurate in terms of gender and age
cohort.
SAMPLE
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Big picture findings
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A positive customer experience is a primary goal of the organisation/ company
50%
31%
19%4
3
2
1
8
7
6
5
10
9
Awareness of customer
centric concept is strong
Strongly Agree
Strongly Disagree
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A culture of customer experience may not be reaching all levels within organisations
Awareness and belief in the customer experience agenda is much less developed amongst workers than management.
45%
Supervisory or clerical/junior managerial
47%
Intermediate manager/ professional
61%
Higher managerial/ professional
48%
Skilled manual worker
53%
Semi or unskilled manual worker
Believe a positive customer experience is a primary goal of the organisation/
company
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Those less likely to be aware of a customer experience agenda …
Public sector workers Larger companies
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So, how are Irish employers doing on
creating a strong customer centric
culture?
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Engaging employees in customer experience
IMPACT IDEAS
FEEDBACK CELEBRATION
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46%
34%
19%4
3
2
1
8
7
6
5
10
9
What you do in your job impacts on the service received and experiences of your organisation/ company's customers?
Almost half of employees are not
convinced they know where they fit into
the big picture
Impacts a great deal
Impactsnot at all
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40%
33%
27%4
3
2
1
8
7
6
5
10
9
New ideas on how to improve the customer's experience are encouraged
Just two in five feel that new ideas to
improve the customer
experience are encouraged
Strongly Agree
Strongly Disagree
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35%
29%
35%4
3
2
1
8
7
6
5
10
9
7
8
9
10
3
4
5
6
1
2
The organisation collects feedbackfrom customers on their experiences
Feedback is effectively communicated to employees
Feedback collected
64%Agree
Strongly Agree
Strongly Disagree
Feedback effectively communicated
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24%
36%
40%4
3
2
1
8
7
6
5
10
9
Employees’ efforts in delivering great customer experiences are recognized or celebrated in your organisation/company
Just one quarter agree that
employee efforts are celebrated
Strongly Agree
Strongly Disagree
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But what is the most striking finding?
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Almost nothing has changed Versus last year
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A positive customer experience is a primary goal of the organisation/ company
2016
20162017
50%
31%
19%
2017
4
3
2
1
8
7
6
5
10
9
Strongly Agree
Strongly Disagree
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2016
20162017
46%
34%
19%
2017
What you do in your job impacts on the service received and experiences of your organisation/company's customers? 4
3
2
1
8
7
6
5
10
9
Impacts a great deal
Impactsnot at all
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2016
20162017
40%
33%
27%
2017
New ideas on how to improve the customer's experience are encouraged
4
3
2
1
8
7
6
5
10
9
Strongly Agree
Strongly Disagree
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Feedback effectively communicated to employees
2016
20162017
35%
29%
35%
2017
4
3
2
1
8
7
6
5
10
9
The organisation collects feedback from customers on their experiences
Feedback collected
60%AGREE (2016)
64%AGREE (2017)
Strongly Agree
Strongly Disagree
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2016
20162017
24%
36%
40%
2017
Employees' efforts in delivering great customer experiences are recognised or celebrated in your organisation/company? 4
3
2
1
8
7
6
5
10
9
Alot
Not at all
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So, what could make a difference?
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Leadership?
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38%
31%
31%
The CEO of the organisation for which I work… STRONGLY BELIEVES in the benefits of a customer centric culture
Just one third of employees are
convinced their CEO strongly believes in
the benefits of a customer centric
culture and/or leads by example
4
3
2
1
8
7
6
5
10
9
Strongly Agree
Strongly Disagree
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34%
33%
33%
The CEO of the organisation for which I work… LEADS BY EXAMPLE in creating a strong customer centric culture
just one third of employees are
strongly convinced that their CEO leads
by example in creating a strong customer centric
culture
4
3
2
1
8
7
6
5
10
9
Strongly Agree
Strongly Disagree
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ALLALL
LEADING CEO 87%
12%
1%
LEADING CEO
4
3
2
1
8
7
6
5
10
9
A positive customer experience is a primary goal of the organisation/ company
CEO leads by example
Yes
No
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ALLALL
LEADING CEO 71%
20%
9%
LEADING CEO
4
3
2
1
8
7
6
5
10
9
What you do in your job impacts on the service received and experiences of your organisation/ company's customers?
CEO leads by exampleImpacts a
great deal
Impactsnot at all
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ALLALL
LEADING CEO 79%
18%
2%
LEADING CEO
4
3
2
1
8
7
6
5
10
9
New ideas on how to improve the customer's experience are encouraged
CEO leads by example
Strongly Agree
Strongly Disagree
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7
8
9
10
3
4
5
6
1
2
The organisation collects feedbackfrom customers on their experiences with the organisation
CEO leads by example
Feedback collected
ALL
LEADING CEO
LEADING CEO
LEADING CEO 73%
19%
7%
ALLALL
4
3
2
1
8
7
6
5
10
9
Feedback effectively communicated to employees
64%AGREE (ALL)
77%AGREE
(LEADING CEO)
Strongly Agree
Strongly Disagree
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ALLALL
LEADING CEO 57%
33%
10%
LEADING CEO
Employees' efforts in delivering great customer experiences are recognised or celebrated in your organisation/company?
CEO leads by example
4
3
2
1
8
7
6
5
10
9
Alot
Not at all
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Likely to recommend working for your organisation/company to others?
Likely to recommend the products or services provided by the organisation/company in which you work to a friend or family member?
+1 +51 +21 +65
All LEADING CEO All LEADING CEO
Net Promoter Score
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We need a convinced and leading CEO to allow us
Drive coherence across organisational strategy
BrandCustomer
experience Operations
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So, how can we get CEOs more on board?
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Prove return on investment
1
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Global return on investment data
Investment in Forrester’s Customer Experience Index Leaders 2007-2014
Temkin: Revenue increases from a moderate improvement in Customer Service
Bain & Company analysis shows that
companies that excel in the customer
experience grow revenues 4%–8% above
their market.
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Revenue Benefit
Cost savings Benefit
RetentionCross sell and
upsellNew customers through WOM
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Build real commitment in the C-Suite
2
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To what extent do we share a common understanding and
commitment to a desired customer experience?
What is this experience?
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Prove that employees are not fully engaged
with customer experience agenda
3
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Assessing employee engagement in the customer experience agenda
Obsess about customer needs, not product features
Reinforce brands with every interaction, not just
communications
Treat customer experience as a competence, not a function
• Our company has a clearly defined set of customer targets
• We share a vivid image of target customers
• We use primary research to understand the needs and behaviours of target customers
• The attributes of our company's brand are well defined
• Our company's brand drives how we design customer experiences
• We translate brand attributes into specific promises we make to customers
• Senior executives regularly interact with target customers
• Senior executives consistently communicate the importance of serving target customers
• Employees are recognised and rewarded for improving the experience of target customers
P R I N C I P L E S
21 3
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Some final thoughts
GET THE DATA TO MAKE OUR CASE
BUILD C-SUITE COMMITMENT
MIND THE EMPLOYEE ENGAGEMENT GAP
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Fad or Future?
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Thank You