Key Takeaways · 2020-06-19 · AMORY SOMERS-VINE, GROUP MARKETING DIRECTOR, DIMENSION DATA 1....
Transcript of Key Takeaways · 2020-06-19 · AMORY SOMERS-VINE, GROUP MARKETING DIRECTOR, DIMENSION DATA 1....
Key Takeaways LONDON, 7–8 NOVEMBER
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CX IN A DIGITAL ERA
BRIAN SOLIS, ANALYST & FUTURIST, ALTIMETER
“We don’t just compete with our competitors, but with every great
experience out there.”
“”
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1. Learn to unlearn
2. Experiences become memories… good or bad
3. 86% of customers will pay more for a better customer experience
Altimeter Group | CX in a Digital Era
4. The customer experience is owned by the customer
5. People are 100x more impatient online than in physical reality
WHAT YOU NEED TO KNOW FROM
BRIAN SOLIS, PRINCIPAL ANALYST, ALTIMETER GROUP
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Isabelle Conner, CMO of Generali, with part of her team on stage to share their CX story.
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1. Involve CEO from beginning - keep leadership involved.
2. Build an NPS network across the business, champions and TP owners.
3. Call detractors as soon as possible after interaction
Generali | How to Keep Your CX Programme Energised
5ISABELLE CONNER, CMO, GENERALI
WHAT YOU NEED TO KNOW FROM
4. Celebrate successes - even small victories
5. Healthy competition can build excitement
6. Set clear targets on action
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“Achieving high customer satisfaction but having low employee engagement, is only half as
effective as balancing the two.”
INTRODUCTION TO EMPLOYEE PROGRAMMES
JULIA MARKISH, DIRECTOR OF IMPLEMENTATIONS, MEDALLIA
“”
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1. Overcome a fragmented vision of customers
2. Avoid temptation to use custom and in-house developments
3. Integration with legacy systems is demanding
EDP | Recommendations for a successful CX programme
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4. Avoid “Set & Forget”
5. Organisation engagement is mandatory
6. VoC can be an important game changer
JOSE FERRARI CARETO, CUSTOMER & MARKETING DIRECTOR, EDP
WHAT YOU NEED TO KNOW FROM
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Predict (and change) the future with CX
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THE KEY TAKEAWAYS FROM
The future of CX analytics
1. Always on
2. Embedded in workflows
3. Changes the future
4. Built using artificial intelligence
EVAN REISS, VP MARKET RESEARCH & ANALYTICS, IBM
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The future of CX analytics is always on. It’s not periodic, it’s not once a month, not once a quarter, not once a year.
It’s always working in real time.
“”
PREDICT (AND CHANGE) THE FUTURE
EVAN REISS, VP OF MARKET RESEARCH & ANALYTICS, IBM
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“It is important to focus on business results and using the data, not just collection
of feedback.”
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DIGITAL DONE RIGHT: ENGAGE IN A DIGITAL VOC PROGRAMME
ORI SOEN, GM, MEDALLIA FOR DIGITAL
“”
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1. Re-energising as important as implementation
2. Automation is knocking, but won’t replace empathy
3. Connect each customer’s comments to departments
Vodafone | Heartbeat Beyond the Front Line
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4. Ideally all stakeholders speak one language - customer feedback
5. CX should be a garden for all seasons, grow interesting things all year
ANDY ROSS, SENIOR TOUCHPOINT NPS MANAGER, VODAFONE
WHAT YOU NEED TO KNOW FROM
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“How do you get everyone in the organisation to read customer feedback and make it
relevant? You show them the impact of their actions on the customer.”
HEARTBEAT - BEYOND THE FRONTLINE
ANDY ROSS, CUSTOMER CARE, VODAFONE
“”
1. Embrace their responsiveness and willingness to give feedback
2. Atomise experiences
3. Interactions that don’t add immediate value will be dropped
4. Be relevant in the moment
THE KEY TAKEAWAYS FROM
How Gen Z will Shape Everyone’s Behaviour
TIM QUEENAN, VP OF BRAND MARKETING, MEDALLIA
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PUTTING THE POWER OF DIGITAL VOC TO WORK
YINON GENUD, VP OF PRODUCT, MEDALLIA
“It’s 7x more expensive to acquire a new customer than retain an existing
customer.”
“”
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When stores open in an area, hits to that brand’s website increase (55% on average
across UK study).
“”
THE FUTURE OF RETAIL
RACHEL LUND, BRITISH RETAIL CONSORTIUM
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THE KEY TAKEAWAYS FROM
The Future of Retail
Stores still remain superior for:
1. Last minute shopping
2. Planned & specific purchases
3. Holistic research
4. Exploration
5. Leisure & entertainment
RACHEL LUND, HEAD OF INSIGHTS & ANALYTICS, BRITISH RETAIL CONSORTIUM
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Dimension Data | Effective Survey Programmes Under GDPR
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WHAT YOU NEED TO KNOW FROM
Isabelle Conner, CMO at GeneraliAMORY SOMERS-VINE, GROUP MARKETING DIRECTOR, DIMENSION DATA
1. Consent and Legitimate interest most likely grounds to process data for CX
2. Legitimate interest more feasible to implement and govern
3. Read the plain-English guidance by ICO GDPR Consent Guidance
4. Complete a Legitimate Interest Assessment to ensure you meet the legal requirements. Example
5. Update Privacy Policy & opt-out if you align to Legitimate Interest
6. Consult with IT so architecture supports your legal requirements
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