considering customer centricity in the irish workforce · considering customer centricity in the...

Considering customer centricity in the Irish workforce Tuesday 3rd October 2017Clare Kavanagh

What’s in store for the next 30 minutes?

Share the research findings

Consider what it means for us as an industry

The research

To better understand the attitudes and opinions of

those working in Ireland to the customer experience agenda

OBJECTIVE

An online poll, interviewing a nationally representative

sample of 1,000 workers over a 5 day period in September

2016 and updated in September 2017.

APPROACH

Quota controlled to reflect work status – part-time/full

time and self employed workers – and accurate in terms of gender and age

cohort.

SAMPLE

Big picture findings

A positive customer experience is a primary goal of the organisation/ company

50%

31%

19%4

3

2

1

8

7

6

5

10

9

Awareness of customer

centric concept is strong

Strongly Agree

Strongly Disagree

A culture of customer experience may not be reaching all levels within organisations

Awareness and belief in the customer experience agenda is much less developed amongst workers than management.

45%

Supervisory or clerical/junior managerial

47%

Intermediate manager/ professional

61%

Higher managerial/ professional

48%

Skilled manual worker

53%

Semi or unskilled manual worker

Believe a positive customer experience is a primary goal of the organisation/

company

Those less likely to be aware of a customer experience agenda …

Public sector workers Larger companies

So, how are Irish employers doing on

creating a strong customer centric

culture?

Engaging employees in customer experience

IMPACT IDEAS

FEEDBACK CELEBRATION

46%

34%

19%4

3

2

1

8

7

6

5

10

9

What you do in your job impacts on the service received and experiences of your organisation/ company's customers?

Almost half of employees are not

convinced they know where they fit into

the big picture

Impacts a great deal

Impactsnot at all

40%

33%

27%4

3

2

1

8

7

6

5

10

9

New ideas on how to improve the customer's experience are encouraged

Just two in five feel that new ideas to

improve the customer

experience are encouraged

Strongly Agree

Strongly Disagree

35%

29%

35%4

3

2

1

8

7

6

5

10

9

7

8

9

10

3

4

5

6

1

2

The organisation collects feedbackfrom customers on their experiences

Feedback is effectively communicated to employees

Feedback collected

64%Agree

Strongly Agree

Strongly Disagree

Feedback effectively communicated

24%

36%

40%4

3

2

1

8

7

6

5

10

9

Employees’ efforts in delivering great customer experiences are recognized or celebrated in your organisation/company

Just one quarter agree that

employee efforts are celebrated

Strongly Agree

Strongly Disagree

But what is the most striking finding?

Almost nothing has changed Versus last year


2016

20162017

50%

31%

19%

2017

4

3

2

1

8

7

6

5

10

9

Strongly Agree

Strongly Disagree

2016

20162017

46%

34%

19%

2017

What you do in your job impacts on the service received and experiences of your organisation/company's customers? 4

3

2

1

8

7

6

5

10

9

Impacts a great deal

Impactsnot at all

2016

20162017

40%

33%

27%

2017


4

3

2

1

8

7

6

5

10

9

Strongly Agree

Strongly Disagree

Feedback effectively communicated to employees

2016

20162017

35%

29%

35%

2017

4

3

2

1

8

7

6

5

10

9

The organisation collects feedback from customers on their experiences

Feedback collected

60%AGREE (2016)

64%AGREE (2017)

Strongly Agree

Strongly Disagree

2016

20162017

24%

36%

40%

2017

Employees' efforts in delivering great customer experiences are recognised or celebrated in your organisation/company? 4

3

2

1

8

7

6

5

10

9

Alot

Not at all

So, what could make a difference?

Leadership?

38%

31%

31%

The CEO of the organisation for which I work… STRONGLY BELIEVES in the benefits of a customer centric culture

Just one third of employees are

convinced their CEO strongly believes in

the benefits of a customer centric

culture and/or leads by example

4

3

2

1

8

7

6

5

10

9

Strongly Agree

Strongly Disagree

34%

33%

33%

The CEO of the organisation for which I work… LEADS BY EXAMPLE in creating a strong customer centric culture

just one third of employees are

strongly convinced that their CEO leads

by example in creating a strong customer centric

culture

4

3

2

1

8

7

6

5

10

9

Strongly Agree

Strongly Disagree

ALLALL

LEADING CEO 87%

12%

1%

LEADING CEO

4

3

2

1

8

7

6

5

10

9


CEO leads by example

Yes

No

ALLALL

LEADING CEO 71%

20%

9%

LEADING CEO

4

3

2

1

8

7

6

5

10

9

What you do in your job impacts on the service received and experiences of your organisation/ company's customers?

CEO leads by exampleImpacts a

great deal

Impactsnot at all

ALLALL

LEADING CEO 79%

18%

2%

LEADING CEO

4

3

2

1

8

7

6

5

10

9



Strongly Agree

Strongly Disagree

7

8

9

10

3

4

5

6

1

2

The organisation collects feedbackfrom customers on their experiences with the organisation


Feedback collected

ALL

LEADING CEO

LEADING CEO

LEADING CEO 73%

19%

7%

ALLALL

4

3

2

1

8

7

6

5

10

9

Feedback effectively communicated to employees

64%AGREE (ALL)

77%AGREE

(LEADING CEO)

Strongly Agree

Strongly Disagree

ALLALL

LEADING CEO 57%

33%

10%

LEADING CEO

Employees' efforts in delivering great customer experiences are recognised or celebrated in your organisation/company?


4

3

2

1

8

7

6

5

10

9

Alot

Not at all

Likely to recommend working for your organisation/company to others?

Likely to recommend the products or services provided by the organisation/company in which you work to a friend or family member?

+1 +51 +21 +65

All LEADING CEO All LEADING CEO

Net Promoter Score

We need a convinced and leading CEO to allow us

Drive coherence across organisational strategy

BrandCustomer

experience Operations

So, how can we get CEOs more on board?

Prove return on investment

1

Global return on investment data

Investment in Forrester’s Customer Experience Index Leaders 2007-2014

Temkin: Revenue increases from a moderate improvement in Customer Service

Bain & Company analysis shows that

companies that excel in the customer

experience grow revenues 4%–8% above

their market.

Revenue Benefit

Cost savings Benefit

RetentionCross sell and

upsellNew customers through WOM

Build real commitment in the C-Suite

2

To what extent do we share a common understanding and

commitment to a desired customer experience?

What is this experience?

Prove that employees are not fully engaged

with customer experience agenda

3

Assessing employee engagement in the customer experience agenda

Obsess about customer needs, not product features

Reinforce brands with every interaction, not just

communications

Treat customer experience as a competence, not a function

• Our company has a clearly defined set of customer targets

• We share a vivid image of target customers

• We use primary research to understand the needs and behaviours of target customers

• The attributes of our company's brand are well defined

• Our company's brand drives how we design customer experiences

• We translate brand attributes into specific promises we make to customers

• Senior executives regularly interact with target customers

• Senior executives consistently communicate the importance of serving target customers

• Employees are recognised and rewarded for improving the experience of target customers

P R I N C I P L E S

21 3

Some final thoughts

GET THE DATA TO MAKE OUR CASE

BUILD C-SUITE COMMITMENT

MIND THE EMPLOYEE ENGAGEMENT GAP

Fad or Future?

Thank You

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