Enabling Agile CX using Voice Niall Habba, MD, The Telemarketing Company

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2

Who Am I?

Niall Habba

MD of The Telemarketing Company since 1997

A “hands on” Director

An Inexperienced Public Speaker

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3

Voice

The State of Play

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What is Customer Experience?

4

“the customer’s perceptions and related feelings

caused by the one-off and cumulative effect of

interactions with a supplier’s employees, systems,

channels or products.”

Gartner, IT Glossary

Why is it important?

5

Positive experience Negative experience

Increased profitability Higher cost of acquisition

Makes brand stand out from

competitors Destroys brand reputation

Increases renewals/repeat business Creates higher churn

Extends lifetime value Reduces order value

Increases referrals/testimonials Generates negative reviews/feedback

Customer Experience Challenges

6

• 67% of consumers and 74% of business buyers say they’ll pay more for a

great experience. (Salesforce)

• By 2020, more than 40 percent of all data analytics projects will relate to an

aspect of customer experience. (Gartner)

• Organizations that lead in CX outperformed laggards on the S&P 500 index

by nearly 80%. They retain a higher share of wallet and have customers

that are seven times more likely to purchase more from the company, eight

times more likely to try other products or services, and fifteen times more

likely to spread positive word of mouth. (Qualtrics)

Customer Experience Challenges

7

“People are adding Customer Experience to job titles and

projects but are not making fundamental changes to

improve the customer’s experience.”

Troublesome Trends & Predictions for 2018

Colin Shaw, Customer Think

Customer Experience Challenges

8

• Larger, legacy businesses – find it hard to change

• Organised by function – lack of organisational alignment, integration

• C-suite focus on customer centricity

• Short-term versus long-term view

• Customers have lost trust

• Greater focus on profit than on customer

• Imbalance of technology/data and people – emotional connection lost

• Data, digital and technology transformation – legacy, security

• Not just digital – all touchpoints

Survey of CX Professionals

Lumoa, CX Challenges

9

Customer experience strategy

Key characteristics of

a good CX strategy

Customer

Centric

Omni-

channel

Reach

Company Wide

Personal

Proactive

All parts of the

business

All channels

where customers

are active

Consistent

across all

channels

Not just

reactive

customer

service

Adapting to

each

individual’s

needs

Customer at

the heart of

the strategy

What is Agile?

10

“The Agile Manifesto of 2001”

• A set of management practices relevant to software

development.

• An iterative approach to product development

• Emphasis on cross-team collaboration

• Speed in terms of continuous delivery of products.

• Allows teams to adapt quickly to changes.

What can agile add to CX?

11

“Agile’s emergence as a huge global

movement extending beyond software is driven

by the discovery that the only way for

organizations to cope with today’s turbulent

customer-driven marketplace is to become

Agile.”

Steve Denning, Forbes

What can agile add to CX?

12

At the heart of business agility is the customer

experience. And it is the customer experience

that will drive organizations forward and guide

them to adapt (or fail).

71% of CX leaders expect greater agility to

translate into improved customer experiences.

West Monroe Partners

13

What can agile add to CX?

Customer

Centric

Omni-

channel

Integrated

Company Wide

Personal

Proactive

AGILE

Features of Agile CX • Geared to change – flexible, takes

account of new insights.

• Adapts quickly as requirements evolve

• Focuses on the customer and their

needs

• Highly responsive – continuous

improvements

• Supports communication and teamwork

Attributes of Agile CX

14

• Continuous customer listening, artful analysis and speedy

insight sharing

• Momentum through small, frequent improvements vs. larger

infrequent ones

• Only initiatives that deliver perceived value for customer

• Collaborative cross-department teamwork and accountability

• Curiosity – a process of persistent questioning, building and

learning

Is “Agile” the Key to Customer Experience Success?

Amanda Forshew, Customer Think

B2B Customer Lifecycle – Digital

15 Smart Insights

The agility of voice

16

It can reach

individuals not

accessible through

digital channels

Captures true ‘voice of

the customer’ insights

to inform CX strategy

TRUST

&

RAPPORT

Deepens trust and

extends

relationships

2-way, real-time

interactions

Can be applied and

bridge gaps at any

stage of the customer

journey

PERSONAL Highly personal,

tailored

communication

Targeted

VOC

Personal

Dynamic 2 Way

Trust

Reach

The agility of voice

17

PERSOAL

Measurement

Change Requirements

Gathered Implementation

Time

REACH ACT CONVERT ENGAGE

Demand generation and purchase intent

Prospect Database contact

Lead Nurture

Engage others in Buying Unit

Repeat Customer And advocate

Customer

Lapsed Customer

Cu

sto

mer

inte

ract

ion

s an

d V

alu

e

Pre

-sales research

Data C

leanse

Lead

Gen

eration

Event

Marketin

g

Ap

po

intm

ent

Setting

Data En

han

cemen

t

Email O

pt-in

Inb

ou

nd

Call

Han

dlin

g

Lead

Man

agemen

t

Lead N

urtu

re &

Qu

alification

Sales

Insid

e Sales

Acco

un

t B

ased

Marketin

g

Welco

me

Calls

Cu

stom

er Satisfactio

n

Treating

Cu

stom

ers Fairly

Po

st-sales research

B2B Customer Lifecycle – Voice

Time

B2B Customer Lifecycle – Voice

Lead Management

Time

B2B Customer Lifecycle – Voice

Welcome Calls and

Customer Success

Time

B2B Customer Lifecycle – Voice

Voice of Customer, for

current clients and

lapsed clients

The impact of voice

22

“Organisations revolutionising customer engagement…are transforming their

thinking and culture. They are also recognising and incorporating the value of

traditional customer interactions. While service, fulfilment and marketing

processes are largely digital, human interaction is brought in at the point

where it is most valuable.”

2019 Global Customer Experience Benchmarking Report - Dimensions Data

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