customer experience management · 2018-01-02 · - customer experience management + what is it +...

CUSTOMER EXPERIENCE MANAGEMENT

---MICAELA SOLANA

- Customer experience management

+ What is it

+ Why is it important

- Management and leadership

- Company culture

- Employee experience and engagement

- SMART –goal setting

- 7 tips for leading CX

Content

- A strategic process employed by a business to

manage their customers' entire experience of the

company.

- Involves measurement, feedback and analysis of the

customer experience and satisfaction, as well as

constant development of the strategies and actions

the business produces and conducts.

What is customer experience management (CEM / CXM)

A happy customer will tell to a friend,

but unhappy customer

will tell to the whole world

Why is Customer experience management (CXM) important

Why is Customer Experience management important

A happy customer is

© Opinahjo Oy 2017

6

Loosing customers and finding new onesis expensive!

We want loyal customerswho stay with us and talk well about us!

- … with customers, right?

- No... You start with your employees!

- Why? Because your employees are the real asset of

your company!

- Good employee experience = good customer experience

So where do you start..?

Leadership

Customer loyalty and profits

- Which do you think management needs in leeding great

customer experiences?

a. Management

b. Leadership

Question

MissionWhy the company exists

VisionWhat the company want to

be in the future

StrategyCompetitive advantage

ValuesWhat values are the guidingforces behind the action of

our employees? What is important to us?

BehaviorThe daily bases behavior

What How

Coachingleadership

Results

LeadershipHow we do it

ManagementWhat we do

Processes

Practical performance and efficiency

CommitmentResponsibility in workplace

Effective and functional teamsJoy of working

Management and leadership

The essential goal of

leadership is to acknowledge all the

potential in the individuals and teams,

and to inspire and activate them to reach

their potential in their performance.

Leadership

- Capable/Competent

- Communicative

- Confident and courageous

- Connected

- Committed

- Compassionated and caring

6 C’sof a great leader

- Starts with leadership

- Every company has its own culture, whether by

design or by default

- The personality of the corporation, and the

environment it provides

- The sum of a company’s beliefs, ethics,

expectations, goals, values and mission

Company culture

- Positive culture has a strong team of employees who are+ loyal to the company and brand

+ more productive

+ give more of themselves

- Positive culture + attracts the right people and rejects the wrong people

+ Higher customer retention rates

+ Decreased staff turnover

- Employee engagement, or disengagement, starts with corporate culture and directly impacts the customer experience.

- A culture that doesn't value the satisfaction or work-life balance for employees will lead into a poor customer experience if employees aren't engaged and motivated to do what's in a customer's best interests.

Company culture impacts employee experience

Which is the right answer for the question:

- The one most significant contributor on employees

single work performance (making it poor, mediocre,

good or excellent) is

a. salary

b. level of education

c. employees’ relationship with the boss

d. employees’ relationship with the team

Question

© Opinahjo Oy 2017

According to the studiesthe one most significant contributor

on single work performanceis

Individual’s relationship with the closestboss/manager.

How to improve employee satisfaction and engagement

- Provide the tools employees need to do their jobs well (ask them)

- Empower your staff to do their jobs well

- Make sure your management people are great leaders who treat their staff with respect

- Communicate clearly the wanted customer experience goals to thestaff

- Encourage socializing among colleagues

- Trust your staff to make wise decisions

- Make employees understand their roles in the overall mission and vision of the company

- Provide goals for staff to achieve, and measure their performance

- Give feedback

- Ask feedback and make changes and improvements based on their feedback

Employee engagement

Customer Experience management with SMART - Goal setting

- The SMART goal setting defines a process for identifying

and achieving long term goals

- The SMART goal setting process ensures that all parties

involved knows exactly what is expected and what to do,

where and how to perform in order to achieve the set

goals.

SMART Goal setting -method

- A specific goal has a much greater chance of being

accomplished than a general goal.

- Who, what, when, where, why

- EXAMPLE: A general goal would be “Get in shape.” But

a specific goal would say, “Join a health club and

workout 3 days a week.”

SMART: Specific

- Establish concrete criteria for measuring progress

toward the attainment of each goal you set.

- How much? How many?

- How will I know when it is accomplished?

SMART: Measurable

- Attitudes, abilities, skills, and financial capacity

to reach goals

- Staff has to be in agreement in order to go

along

SMART: Achievable, Agreed

- Are you willing and able to achieve your goal

SMART: Realistic

- Give a time frame

- Concrete and understandable goal

+ better chance of making it specific and measurable

SMART: Timely, Tangible, Traceable

1. Be visible

2. Lead with example

3. Your employees are your greatest asset, so show it to them

4. Recruitment: hire for attitude

5. Empower your employees

+ what is the right thing to do here and now for the customer

+ trainings, guidelines and standards are in the background…but the best

businesses are going further from that towards “as long as you’re engaging, say

whatever words suit you…”

+ find hospitality persons and tell them to use their personality, common sense

etc.

6. Be transparent and authentic

7. Express caring and interest for your customers

7 tips for leading great customer experiences