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
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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.
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In the Age of the Consumer, Who Sets the Customer’s Expectations?
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Conflicting Goals?
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CX Management Delivers on Your Goals
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Continuing Your CX Journey
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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
www.esource.com || © 2015 E Source 8
Four Secrets to CX Success at Your Organization
Developing CX strategy, road map,
and governance
Gathering, analyzing, and acting on VOC
and VOE data
Mapping the customer’s journey
Utilizing change management methodologies
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Customer Experience Strategy, Road Map, and Governance Council
CX Strategy
Residential Commercial Industrial
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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
www.esource.com || © 2015 E Source 11
Four Secrets to CX Success at Your Organization
Developing CX strategy, road map,
and governance
Gathering, analyzing, and acting on VOC
and VOE data
Mapping the customer’s journey
Utilizing change management methodologies
www.esource.com || © 2015 E Source 12
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
www.esource.com || © 2015 E Source 13
Four Secrets to CX Success at Your Organization
Developing CX strategy, road map,
and governance
Gathering, analyzing, and acting on VOC
and VOE data
Mapping the customer’s journey
Utilizing change management methodologies
www.esource.com || © 2015 E Source 14
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
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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
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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.
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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
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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!
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Customer Experience Council
Process Journey Mapping
Measurement
Employee Communication Plan
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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”.
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Journey Mapping Allows for a Holistic View of the Customer Experience & Highlights Pain Points Across Channels.
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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.
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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
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Four Secrets to CX Success at Your Organization
Developing CX strategy, road map,
and governance
Gathering, analyzing, and acting on VOC
and VOE data
Mapping the customer’s journey
Utilizing change management
methodologies
www.esource.com || © 2015 E Source 24
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
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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
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26 Adapted and used with permission from Prosci Inc. All rights reserved.
Prosci® PCT™ Model
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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 =
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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
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www.esource.com || © 2015 E Source 29
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)
www.esource.com
Corry Poole
Vice President, Customer Experience, ENMAX
403-689-0029 [email protected]
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