Four Secrets to Customer Experience Management · Customer Experience Council Process Journey...

www.esource.com June 11, 2015

Four Secrets to Customer Experience Management

Vice President, Customer Experience Consulting Solutions, E Source

Maureen Russolo

Vice President, Customer Experience, ENMAX

Corry Poole

Web Conference

www.esource.com || © 2015 E Source 2

Defining Customer Experience

Customer Experience E Source defines customer experience

(CX) as the rational and emotional

perceptions customers create as they

interact with your company.

Customer Experience

Management The discipline of understanding,

planning, implementing, and

optimizing customer interactions within

a company to generate cost efficiencies

and deliver excellent service.


In the Age of the Consumer, Who Sets the Customer’s Expectations?


Conflicting Goals?


CX Management Delivers on Your Goals


Continuing Your CX Journey


Four Secrets to CX Success at Your Organization

Developing CX strategy, road map,

and governance

Gathering, analyzing, and acting on voice-of-

the-customer (VOC) and voice-of-the-

employee (VOE) data

Mapping the customer’s journey

Utilizing change management methodologies




and governance

Gathering, analyzing, and acting on VOC

and VOE data




Customer Experience Strategy, Road Map, and Governance Council

CX Strategy

Residential Commercial Industrial


Governance Council Roles and Responsibility

Role Responsibilities

Sponsor Vocal visible leader, CX champion

CX governance lead Lead CX council

CX council members

(cross-functional)

Active participants and CX champions;

prioritize initiatives, provide funding and

resources

CX working group members

(cross-functional)

Active participants and CX champions;

deliver initiatives

Project manager Manage all CX initiatives

Change manager Develop and deploy change

management strategy for all CX

initiatives

Subject-matter experts

(cross-functional)

Participate and provide business

knowledge in the area of expertise




and governance


and VOE data




Listen, Analyze and Act on VOC and VOE

Capture the big

picture

Do analysis that

drives action

Take immediate

action

Engage your

employees

Create

services that

deliver value

Embrace

innovation and

investment




and governance


and VOE data




What Is Journey Mapping? A customer journey map

is one of the most

powerful tools

an organization can use

to understand how its

customers experience

the organization.

Align an

organization

Prioritize CX

improvements

Identify key moments of truth

Capture interactions and emotion


Process Mapping Versus Journey Mapping

Typical process mapping focus Journey mapping focus

Company or organization Customer

Internal External

Operational efficiency Customer experience and

operational efficiency

Internal steps and department-to-

department handoffs

Customer’s intent and preferred

interaction channels

Specific department roles Cross-functional teams

Consistency Pain points and customer emotions


Bite-Size Journey Mapping Is Best

Specific Journey

Narrow the focus to a single “intention” the customer has

Persona or Customer Segment

Narrow the focus to a persona so that you accurately capture how different people interact with the company (channel choice)

Touchpoints

Collect the artifacts of items that the customer sees, hears, feels, etc.—everything that leaves the walls of your building and enters their world

Attributes

• Emotion

• VOC

• Channels

• Bonus:

• Cost

• Counts

• Quantitative and qualita-tive data

1 2 3 4

17 |

We offer bundled competitive products that include both electricity and natural gas.

We also provide billing and customer care for City of Calgary municipal services.

About ENMAX….

We are headquartered in Calgary, Alberta, with 1900 employees and provide energy to over 600,000 residential & commercial customers.

We are vertically integrated, allowing us to make, market and move electricity.

We operate in a deregulated market and are owned by the City of Calgary.

18 |

Value

Products & services that save me money,

provide stability & help me conserve

energy

Convenience

Technology & communications that

make ENMAX “easy to do business

with”

Social Responsibility

ENMAX & customer leadership in

environmental sustainability and

community support

Our Customer Promise.

CUSTOMER CHOICE

19 |

ENMAX Customer Experience Guiding Principles.

We Act As One We Make It Easy to Do

Business with Us

We Communicate

with Simplicity

We Put Customers

First...Always

We Think Outside In

We Advance our Technology

Customer experience isn’t just what we say, it is how we act, how we think and how we feel about EVERYTHING we do!

20 |

Customer Experience Council

Process Journey Mapping

Measurement

Employee Communication Plan

20

Cross-functional representation of senior leaders, managers and SMEs to advocate, drive alignment and governance.

A holistic end-to-end review of processes that impact the ease of doing business through a customer’s lens.

A dashboard and/or metric that measures the customer experience from multiple touch points and impressions throughout the organization.

A purposeful program that leverages multiple mediums, engages all employees and heightens the awareness and benefits of delivering on customer needs.

Our Customer Experience Journey Requires Four Key Enablers to Success.

Engage employees, drive alignment, increase collaboration to improve the customer experience and “Make it easy to do business with ENMAX”.

21 |

Journey Mapping Allows for a Holistic View of the Customer Experience & Highlights Pain Points Across Channels.

21

Our Approach: Started with a cross-functional team and process to engage each business

unit.

Mapped the full customer lifecycle and identified processes that impede our goals of “Making it easy to do business with us”.

Journey mapped a few processes that required multiple BU handoffs and were customer pain points.

Assigned subject matter experts that are detail-oriented, open-minded and influential.

Created a prioritized plan to deliver the ultimate customer experience based on data uncovered.

Vowed to continue to build momentum.

Evolving the ENMAX culture to approach initiatives and decisions with the customer experience in mind.

22 |

While We Are in the Early Stages of Customer Journey Mapping, We Are Seeing a Shift in How We Think, Act and Do!

Team members are more engaged in the customer experience.

We are reaping immediate quick wins.

Customer experience gives you a “License to Change”.

Our new language sets the tone when making business decisions.

When you look through a different lens with the customer in mind, the

necessary path becomes clear.

When you change the way you look at things, the things you look at change. by Wayne Dyer




and governance


and VOE data


Utilizing change management

methodologies


Reasons for Change Management

Change management allows you to effectively

manage change throughout your organization to

deliver on your intended business outcomes

Increase

probability of

project success

Manage employee

resistance to

change

Build change

competency into

the organization


The number-one obstacle to

success for major change

projects is employee resistance

and the ineffective management

of the people side of change.”

Data from 327 companies undergoing major change projects;

Prosci Best Practices in Business Process Reengineering benchmarking study.

Research Finding


Integration of Project Management and Change Management

Project management and change management have a

joint value proposition oriented toward business results.

Solution is designed,

developed, and

delivered effectively

(technical side)

Solution is embraced,

adopted, and utilized

effectively

(people side)

+ Success =


Utility-Only Change Management Training Session

Change management certification training

September 14–17, 2015

To be held in the Chicago area

Additional details to be provided

28


Maureen Russolo

Vice President, Customer Experience Consulting Solutions, E Source

303-345-9146 [email protected]

Contact Information

CONTACT US

1-800-ESOURCE (1-800-376-8723)

[email protected]

www.esource.com

Corry Poole

Vice President, Customer Experience, ENMAX

403-689-0029 [email protected]

mailto:[email protected]

mailto:[email protected]

Four Secrets to Customer Experience Management · Customer Experience Council Process Journey...

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