The Secret to CX Excellence
February 2013

Greetings!

 

This month's CX Matters Journal starts with congratulations to the 2012 CX Excellence Award winners:

  • EMC
  • Fidelity Investments
  • Oklahoma City Thunder
  • Safelite AutoGlass
  • Sovereign Assurance of NZ

Nice job! These organizations shined above the very strong group of nominees. Do you want to know what makes them excellent? Our report Lessons in CX Excellence showcases their efforts along with the CX activities of six other finalists. 

 

There aren't any magical answers to CX excellence, just hard work. These CX standouts highlight that customer experience requires sustained effort across an organization. We recently updated the report The Four Customer Experience Core Competencies which shows where companies need to focus. It's a foundational report that every CX professional should read. That's why we offer it for free.

 

We also published a new report that examines data about one of the core competencies. In Employee Engagement Benchmark Study, 2013, analysis of more than 2,400 U.S. employees shows that employee engagement is on the rise and is much more prevalent within successful companies.

 

This edition of the CX Journal also provides links to new blog posts including Is Your Mission Inspiring Employees?

 

One last note: we've recently announced the 2013 CX Vendor Excellence Awards. If you're helping companies become more customer-centric, then be proud of your work! Submit a nomination before February 27th. 

Lessons in CX Excellence

 

In the report Lessons in CX Excellence, we provide highlights from 11 Temkin Group CX Excellence Award finalists. This jam-packed 127-page report also includes their nomination forms. Here are some highlights from each of the finalists:

  • In just 17 months, Blue Cross Blue Shield of Michigan assembled its customer experience team and leveraged a variety of insights and data to devise a comprehensive strategy to "Find and Fix" near-term opportunities and "Transform" the organization to be customer-centric at its core. 
  • Bombardier Aerospace drives continuous improvement through its multi-faceted Amazing Customer Experience (ACE) initiative. Customer feedback is essential to ACE and is gathered through a variety of channels including surveys, customer forums, and Bombardier's Executive Listening Program.
  • Citrix places an emphasis on giving customers a voice in its product roadmap and building a user-centered culture in order to continuously improve its products, services, and experiences. Through the Design Matters initiative, Citrix helps its employees rethink core business processes with a focus on customer needs.
  • EMC has a Total Customer Experience (TCE) program with a mission to enable business growth through improvements based on a customer-focused, data-driven strategy. The program provides ways for customers, partners, and EMC field personnel to provide feedback on their experiences, and measures customer quality in every interaction.
  • Founded on the core value "The Customer Is Always First," Fidelity Investments has a well-established, well-rounded program that delivers enterprise-wide results. The program comprises four integrated elements: Voice of Customer & Associate, End-to-End Process Improvement, Culture & Communications, and Measurement & Rewards.
  • The Customer Insight (CI) team at JetBlue Airways provides the business with a multi-faceted view of its customers through feedback from surveys, text analytics, social media monitoring, and third party benchmarking. The CI team also has a program in place to address all unsolicited customer feedback that is received regardless of source through its Customer Retention Program.
  • Microsoft believes that the better it is at building a culture of accountability, listening and responding to customers, simplifying offerings, and innovating based on customer feedback, the stronger its Customer and Partner Experience (CPE) will be.
  • "Create Repeat Guests Profitably" is the mission of the Guest Relations team of the Oklahoma City Thunder. The team uses various fan feedback platforms to gather feedback including email, text message, telephone, written submissions, as well as social media, all of which are promoted on the team's website and during in-game announcements.
  • Oracle drives consistent customer experience activities across all regions and lines of business through a structured framework and standardized approach to monitoring the customer experience: Listen, Respond, Collaborate for Customer Success. The portfolio of feedback tools includes transactional and product surveys, relationship surveys, customer advisory boards, user experience labs, and independent user groups.
  • On the company's path back from bankruptcy, Safelite AutoGlass CEO Tom Feeney set a goal in 2008 to double business in four years by 1) putting Safelite's people first by focusing on talent development and employee engagement and 2) going above and beyond to delight every customer.
  • Sovereign Assurance of New Zealand's strategy is to create customer engagement and advocacy through effortless experiences, with a program of initiatives around four key levers: customers front and center, stickier relationships, maximize touch points, and focus on value. 
Four Customer Experience Core Competencies
 
In The Four Customer Experience Core Competencies we highlight what it takes to become truly customer-centric. If you care about customer experience then you need to read this free report and start mastering these competencies.
 
Here are some of the examples contained in the report:
  • Purposeful Leadership:Companies need to make sure that all of their HR practices reinforce the company's purpose. Tony Hsieh, the CEO of Zappos, explained that the company's 10 core values, which start with "Deliver Wow Through Service" and end with "Be Humble," are the cornerstone to how he runs the company. He hires, fires, and promotes people based on how well they support those values. 
  • Compelling Brand Values: TNT, a European transportation leader, has identified 10 specific promises to customers that include "We promise a friendly voice at the end of the phone" and "We promise to resolve problems promptly." Each of these promises has specific elements such as "Your calls will be answered professionally and promptly, with our aim to answer at least 85% of calls within 10 seconds."
  • Employee Engagement: Hershey Entertainment tells stories about their own Service Action Heroes in company newsletters, training programs, and new hire orientation. These heroes are employees who have been recognized for going above and beyond living Hershey's values for guests or their co-workers.
  • Customer Connectedness: If a USAA member calls in to change his address, the reps are trained to understand why and deal with bigger issues. If the call is from a soldier who is about to be deployed, then the rep might check to see if the member has thought about items such as a will, power of attorney, and life insurance.
Employee Engagement Benchmark Study, 2013

 

Using the Temkin Employee Engagement Index, we analyzed employee engagement across more than 2,400 U.S. employees in the report Employee Engagement Benchmark Study, 2013Here are a few of the other findings:

  • Fifty-seven percent of U.S. employees are moderately or highly engaged, an increase from 47% that we found last year.
  • Engaged employees are more than twice as likely to stay late at work if something needs to be done, help someone at work even if they're not asked, and do something that is good for the company even if it's not expected of them.
  • Engaged employees are almost three times as likely to make recommendations about an improvement and more than six times as likely to recommend that a friend or relative apply for a job.
  • Three-quarters of employees in companies with significantly above average financial performance are moderately or highly engaged, compared with less than half of firms with subpar financial results.
  • Nearly twice as many employees at companies with subpar customer experience are looking for a job compared with employees at companies with good customer experience.
  • Seventy-five percent of senior executives are moderately or highly engaged, compared with only 46% of individual contributors.
  • The most engaged employees tend to be older, male, college educated, and African-American.
Customer Experience Matters Blog

A recent posts in the CX Matters blog examined the effect of inspiration on the productivity of employees. Here's the graphic from Is Your Mission Inspiring Employees?
 
Temkin Group Research Plans and Update 

We are putting the final touches on the 2013 Temkin Experience Ratings which we plan to publish this month. Keep an eye on my blog and twitter feed to see the results. We are also working on reports on B2B best practices, employee engagement case studies, and an update to the report The State of the CX ProfessionHere's a link to our current list of research.
 
If you're looking to accelerate your customer experience efforts, here are a number of ways that Temkin Group can help:
  • Assessments of customer experience efforts, to identify gaps and opportunities to accelerate your transformation efforts
  • Speeches and webinars on a wide range of customer experience and leadership topics
  • Interactive workshops for executive teams or other groups to gain alignment around key customer experience principles and priorities or to develop plans in areas such as voice of the customer programs
  • Educational curricula to establish and reinforce an understanding of proven customer experience principles across an organization
  • Strategy reviews of marketing and product plans for vendors who want to help companies transform their customer experience
Subscribe to Temkin Group Research

Temkin Group research and advisory services can be a great resource to your CX efforts. The insights will help you implement best practices, benchmark your performance, identify mistakes to avoid and provide you with guidance along the way. Our corporate subscriptions include the following: 
  • Unlimited access to all Temkin Group research and Temkin Ratings data for all of your employees for 12 months (for internal use only)
  • Up to 10 inquiries (questions that Temkin group can answer in a short email or during a phone conversation of up to 20 minutes)
  • One advisory call (phone discussion up to 90 minutes)
Please send us an email if you are interested in pricing or in receiving more details about our research subscriptions.
CXPA Update 

 

Are you a member of the Customer Experience Professionals Association (CXPA.org) yet? If not, then you're really missing out on an amazing resource for things such as:

The CXPA is a nonprofit organization that's dedicated to the success of customer experience professionals. Join us!

Drop me a line at bruce@temkingroup.com, visit our website at

www.temkingroup.com, or give us a call at (617) 916-2075.

Sincerely, 

 

Bruce Temkin
Customer Experience Transformist
& Managing Partner
Temkin Group

Chair, Customer Experience Professionals Association

Customer Experience Professionals Association

Follow me on Twitter  

In This Issue
> Lessons in CX Excellence
> Employee Engagement Benchmark
> CX Matters Blog
> Temkin Group Update
> CXPA Update
Temkin Group
We are a research and consulting firm that combines thought leadership with a deep understanding of the dynamics of large organizations to help senior executives accelerate their customer experience transformational efforts
13 CX Trends  to Watch in 2013


> Decline of surveys 

> Rise of text analytics

> "Big data" predictive analytics

> Anticipatory service

> Experience-infused product development

> Design-based process improvement

> Loyalty-focused contact centers

> Appreciation of employee assets

> Mobile, mobile, mobile

> Software as an Experience

> Resurgence of values

> Rethinking risk-experience trade-offs

> Continuing CX education 

CX Tidbits
 
> 37% of large B2B firms are rated at least "good" at Compelling Brand Values, compared with 24% of large B2C firms

 

> Companies with strong CX metrics programs are 5x as likely to be CX leaders

 

> 46% of VoC programs are in the two earliest stages of VoC maturity

 

> When companies responded very poorly after a bad experience, 47% of consumers stopped spending completely with the company

 

> A modest increase in CX can result in a three-year gain of up to $382 million

Quick Links

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 CX Matters Blog

 

Temkin Ratings

 

Temkin Ratings UK 

 

CX Professionals Association 

10 Common CX Mistakes

 

From eBook: 10 CX Mistakes To Avoid
 
1) Faking Executive Commitment 
2) Over-Relying on Customer Surveys 
3) Neglecting Experience Design 
4) Treating All Customers the Same 
5) Un-Engaging New Customers 
6) Ignoring Employees 
7) Obsessing About Detractors 
8) Forgetting to Celebrate Success 
9) Falling in Love with a Metric 
10) Mapping Internal Touchpoints
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