key takeaways · 2020-06-19 · amory somers-vine, group marketing director, dimension data 1....

Key Takeaways LONDON, 7–8 NOVEMBER

Medallia © Copyright 2017. 2

CX IN A DIGITAL ERA

BRIAN SOLIS, ANALYST & FUTURIST, ALTIMETER

“We don’t just compete with our competitors, but with every great

experience out there.”

“”

Medallia © Copyright 2017.

1. Learn to unlearn

2. Experiences become memories… good or bad

3. 86% of customers will pay more for a better customer experience

Altimeter Group | CX in a Digital Era

4. The customer experience is owned by the customer

5. People are 100x more impatient online than in physical reality

WHAT YOU NEED TO KNOW FROM

BRIAN SOLIS, PRINCIPAL ANALYST, ALTIMETER GROUP


Isabelle Conner, CMO of Generali, with part of her team on stage to share their CX story.

https://twitter.com/GENERALI


1. Involve CEO from beginning - keep leadership involved.

2. Build an NPS network across the business, champions and TP owners.

3. Call detractors as soon as possible after interaction

Generali | How to Keep Your CX Programme Energised

5ISABELLE CONNER, CMO, GENERALI


4. Celebrate successes - even small victories

5. Healthy competition can build excitement

6. Set clear targets on action


“Achieving high customer satisfaction but having low employee engagement, is only half as

effective as balancing the two.”

INTRODUCTION TO EMPLOYEE PROGRAMMES

JULIA MARKISH, DIRECTOR OF IMPLEMENTATIONS, MEDALLIA

“”


1. Overcome a fragmented vision of customers

2. Avoid temptation to use custom and in-house developments

3. Integration with legacy systems is demanding

EDP | Recommendations for a successful CX programme

7

4. Avoid “Set & Forget”

5. Organisation engagement is mandatory

6. VoC can be an important game changer

JOSE FERRARI CARETO, CUSTOMER & MARKETING DIRECTOR, EDP



Predict (and change) the future with CX

8

THE KEY TAKEAWAYS FROM

The future of CX analytics

1. Always on

2. Embedded in workflows

3. Changes the future

4. Built using artificial intelligence

EVAN REISS, VP MARKET RESEARCH & ANALYTICS, IBM


The future of CX analytics is always on. It’s not periodic, it’s not once a month, not once a quarter, not once a year.

It’s always working in real time.

“”

PREDICT (AND CHANGE) THE FUTURE

EVAN REISS, VP OF MARKET RESEARCH & ANALYTICS, IBM


“It is important to focus on business results and using the data, not just collection

of feedback.”

10

DIGITAL DONE RIGHT: ENGAGE IN A DIGITAL VOC PROGRAMME

ORI SOEN, GM, MEDALLIA FOR DIGITAL

“”


1. Re-energising as important as implementation

2. Automation is knocking, but won’t replace empathy

3. Connect each customer’s comments to departments

Vodafone | Heartbeat Beyond the Front Line

11

4. Ideally all stakeholders speak one language - customer feedback

5. CX should be a garden for all seasons, grow interesting things all year

ANDY ROSS, SENIOR TOUCHPOINT NPS MANAGER, VODAFONE



“How do you get everyone in the organisation to read customer feedback and make it

relevant? You show them the impact of their actions on the customer.”

HEARTBEAT - BEYOND THE FRONTLINE

ANDY ROSS, CUSTOMER CARE, VODAFONE

“”

1. Embrace their responsiveness and willingness to give feedback

2. Atomise experiences

3. Interactions that don’t add immediate value will be dropped

4. Be relevant in the moment


How Gen Z will Shape Everyone’s Behaviour

TIM QUEENAN, VP OF BRAND MARKETING, MEDALLIA


PUTTING THE POWER OF DIGITAL VOC TO WORK

YINON GENUD, VP OF PRODUCT, MEDALLIA

“It’s 7x more expensive to acquire a new customer than retain an existing

customer.”

“”


When stores open in an area, hits to that brand’s website increase (55% on average

across UK study).

“”

THE FUTURE OF RETAIL

RACHEL LUND, BRITISH RETAIL CONSORTIUM



The Future of Retail

Stores still remain superior for:

1. Last minute shopping

2. Planned & specific purchases

3. Holistic research

4. Exploration

5. Leisure & entertainment

RACHEL LUND, HEAD OF INSIGHTS & ANALYTICS, BRITISH RETAIL CONSORTIUM


Dimension Data | Effective Survey Programmes Under GDPR

17


Isabelle Conner, CMO at GeneraliAMORY SOMERS-VINE, GROUP MARKETING DIRECTOR, DIMENSION DATA

1. Consent and Legitimate interest most likely grounds to process data for CX

2. Legitimate interest more feasible to implement and govern

3. Read the plain-English guidance by ICO GDPR Consent Guidance

4. Complete a Legitimate Interest Assessment to ensure you meet the legal requirements. Example

5. Update Privacy Policy & opt-out if you align to Legitimate Interest

6. Consult with IT so architecture supports your legal requirements

https://ico.org.uk/media/about-the-ico/consultations/2013551/draft-gdpr-consent-guidance-for-consultation-201703.pdf

https://www.dpnetwork.org.uk/


For more insights and inspiration, visit medallia.com to check out our whitepapers and other resources.

key takeaways · 2020-06-19 · amory somers-vine, group marketing director, dimension data 1....

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