Integrating Customer

Analytics into your Business

Kerri K. NelsonCEO / President

CustomersFirst Now

Kerri K. NelsonCEO / President

25 years in the Information / Analytics industry

10 years leading Customer Experience programs for multi-billion dollar, global companies

©2015 QUALTRICS LLC.

3

CFN knows how to lead successful CX programs to drive business results based on over 20 years experience

“We were able to absorb huge change in our company by implementing an integrated and impactful Customers First process. This approach placed customers at the center of our culture”.

WhyCFN?

Grow revenue organically through higher information usage by end users

Scale customer operations globally to support double-digit revenue growth

Integrate acquisitions to create a consistent and best in class customer experience• Products• Processes• Systems

Integrated, action-oriented and closed loop Customers First survey process

Standardized customer-facing processes globally with impactful “outside-in” operational metrics

Ongoing linkage and analytics of operational to “delight” to financial performance

Targeted Customers First training program for all colleagues

Revenue: $844M to $1.8BEBITDA Margins: 24% to 35%Customer Delight: 48% to 72%Colleague Engagement: 58% to 81%55 to 3 Customer Care locations

Business Challenges Solution Business Results

– Jerre Stead, CEO & ChairmanIHS, Inc.

4

We developed a 5-step process that we know creates and delivers a sustainable CX program

Explore1

Best PracticeAssessment

Journey Mapping

Statement of CX Intent

Assess today’s experience and processes; define strategic CX goals

SOLU

TIO

NS

FRAM

EWO

RK

2 Engage

CX Strategy

Measures Framework

CX Communication

Create framework for change; prepare people and processes

Embark3

Customer-Centric Quick Wins

Organization & Colleague Engagement

CX Training and Development

Develop quick wins, leverage insights, enhance experience

Embed4

Reward and Recognition

Performance Management

Enhance processes; use insight to guide change

5 Excel

World-Class Benchmarks

CX ROI

CX Redesign

Deploy best practices, reinforce culture, analyze impact

5

Today, we are going to share with you two CX solutions that can jump start your CX program

Explore1

Best PracticeAssessment

Journey Mapping

Statement of CX Intent

Assess today’s experience and processes; define strategic CX goals

SOLU

TIO

NS

FRAM

EWO

RK

Journey Map

6

There are three key views of a Journey Map, the first is functional ownership

Spine

Touchpoints

Functional Owners

The second is the emotional elements of the journey

7

Increase Value / Commitment

Manage Exit / Return

Deliver The PromiseEarly Engagement

Inspire To Purchase

AwareI am becoming aware of what Company X can offer and what the company represents

InterestI want to find out more about how to become a distributor and what the relationship can do for me and my customers

OnboardI choose to do business with you and need to be set up properly and understand how we will do business together going forward

QuoteI need to understand what conditions we can agree to in order to determine if I will place my order with Company X

OrderI believe you are the best provider to meet my needs and wish to provide you the details of my order request

ReceiveI want to receive my products based on the criteria we agreed upon when I placed my order.

Concern I want you to understand the impact of a problem on my business, and to feel good about how it is resolved

UseI want to be able to find timely, relevant information in the way I chose. I want to ensure relevant information is maintained

RecommitI need to have had a good experience with Company X to date and also see value in continuing the relationship

DeepenI feel Company X has looked after me well, and my business can get greater value from further dealings with them

Tech SupportI want my technical issues and those of my customers to be dealt with efficiently with minimal impact to my and my customers' business

Leave / ReturnI want to leave MacLean without fuss, on good terms, and with all obligations met. I want to be recognized as a past customer of yours

.

Finally and most importantly, journey maps pull out key moments of truth and pain points

8

MOT

Pain Point

Both

Once you understand the key themes to address… then you have to decide how to prioritize your actions internally

4

Key

Moment of Truth and Pain Point

Pain Point

Moment of Truth

2. On Boarding

1. Setting Expectations

3. Issue Resolution

4. Self Help

10

It is critical that you prioritize based on what financial objectives are important to your company

Opportunity areas by impact

Cancellation % Impact

1.Issue Resolution: Asking for help via phone

2.Setting Expectations: Matching business need with solution

3.Onboarding: Learning how to use solution

4.Self Help: Seeking help onlineSelf Help

Onboarding

Setting Expectations

Issue Resolution

0 5 10 15 20 25

%

23%

20%

9%

2%

11

Once you really understand and have prioritized top pain points, it is time to get to work

Explore1

Best PracticeAssessment

Journey Mapping

Statement of CX Intent

Assess today’s experience and processes; define strategic CX goals

SOLU

TIO

NS

FRAM

EWO

RK

2 Engage

CX Strategy

Measures Framework

CX Communication

Create framework for change; prepare people and processes

Embark3

Customer-Centric Quick Wins

Organization & Colleague Engagement

CX Training and Development

Develop quick wins, leverage insights, enhance experience

Quick Wins

12

• Pick areas that can be impacted in a 90 day period• Assign “high will” owners accountable for metrics• Report progress frequently

To build a Quick Win approach, keep it customer-focused, impactful and simple

Customer-Focused

Impactful

Simple

• Leverage best-in-class goals • Select from your customer pain points and moments of truth

• Use 8-10 Metrics only• Use Green and Red to measure progress

Here is an example of a Quick Win Scorecard

13

In this scorecard metrics are presented in a way to easily compare them to goals set around customer expectations

Users also see historical trends for the key performance metrics Flexibility is built into the Scorecard so metrics can be modified or changed based on

correlation to the customer delight score

Current period Previous periods

Customer Delight ScoreGoal Q3 ’15 Trend Q2 ’15 Q1 ’15 Q4 ’14 - - -

53 53 48 48 48- - -

Moment of truth metrics Baseline Goal July ‘15Trend over

previous period June ’15 May ’15 April ’15 Mar ’15 Feb ’15 Jan ’15

Product Availability (uptime) 99.95% 99.99% 99.96% 99.80% 99.99% 99.99% 99.96% 99.50% 99.80%

First contact resolution (FCR) 55% 70% 71% 73% 72% 70% 58% 53% 72%

#of data quality issues 300 <100 315 98 280 346 274 315 370

Sales Customer SAT 70% 85% 87% 88% 90% 84% 85% 83% 88%

# of billing disputes 1,000 <50 46 51 55 52 60 56 55

13

14

1. Create a Steering Team to review progress, provide feedback and support actions to deliver goals

2. Communicate progress monthly to all team members – great way to demonstrate your company’s focus on your customers

3. Integrate Quick Win metrics is other company scorecards where possible – should not feel like a “special project” or “initiative”

4. Recognize outstanding performances along the way

5. Share progress with customers on a quarterly basis – “here is what we heard and here is what we are doing”

Top 5 actions to deliver on your Quick Win approach

15

Key takeaways from today

Know what your customers’ are saying and doing based on the experience you provide them today

Demonstrate a sense of urgency in acting on your customers’ perceptions with a clear and impactful Quick Win approach

Communicate, communicate, communicate

Q&A

Thank You!