retooling your organization and evolving your culture around cx … · 2018. 12. 31. · retooling...

Retooling Your Organization andEvolving Your Culture around CXStrategies that Drive GrowthDeborah MersinoChief Marketing & Experience Officer at OCCU

Retooling Your Organization & Evolving Your Culture around CX Strategies that Drive Growth

San Antonio, Texas

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Welcome

Just a few of the 12,000 educators and 6,000 partners beginning to line up for a keynote session at ISTE 2013. This was 90 minutes before show time.

CX Maturity

3Based upon “The State of CX Management Maturity, 2018” by Rick Parrish, December 31, 2018, Forrester

Cultural changes, 12 activities

Eight recommendations, 6 competencies

How do you rank?

3 takeaways

Based upon “Why and How to Lead a CX Transformation” by David Troug, October 29, 2018, Forrester

It drives business results.Why?

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“A laser-like focus on CX is the best path to business success.”

- David Troug

Based upon “Five Key Steps for Making

Your Organization More Customer-Centric”

by Samuel Stern, January 3, 2019, Forrester

According to Samuel Stern of Forrester

Advantages of CX

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Acquiring new

customers

Increased customer

retention

Greater cross-sell

opportunities

2.7x

Decreased costs

to serve members

3.6x 3%

Calculating the ROIAdvantages of CX

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According to Forrester, financial institutions who saw a 1 point increase on their CX Index score garnered an additional $9.96 in annual revenue per customer.

Based upon “Five Key Steps for Making Your Organization More Customer-Centric” by Samuel Stern, January 3, 2019, Forrester

Based upon “Five Steps for Making Your Culture More Customer-Centric” by Samuel Stern, January 3, 2019, Forrester

Who should own CX

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Nominate one executive to be the visible leader of the CX transformation. This role is almost always best filled by the CEO.

Have another senior leader be accountable for CX in the organization. Often times, this is a CXO, CMO or Chief Customer Officer.

And why it matters

8Created by M. Propst, UX Strategist, OCCU

Based upon “The State of CX Management Maturity, 2018” by Rick Parrish, December 31, 2018, Forrester

According to ForresterThe 6 Competencies of CX

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These 6 competencies are necessary to support the vision of a member-centric organization.


Forrester MX Management Maturity ModelResearch

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Understanding your customers in depth and communicate that understanding to employees and partners.


Forrester MX Maturity ModelPrioritization

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Focus on what’s most important for your customers’ experience and your business’ success.


Forrester MX Maturity ModelDesign

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Design and refine experiences based on your vision and research-based customer understanding.


Forrester MX Maturity ModelEnablement

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Provide employees and partners with the resources they need to deliver the right experiences.

Based upon “The State of CX Management Maturity,

2018” by Rick Parrish, December 31, 2018 Forrester

Forrester MX Maturity Model

Measurement

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Quantify the quality of experiences

and their link to the organization’s

overall metrics.

Based upon “The State of CX Management Maturity, 2018 by Rick Parrish, December 31, 2018, Forrester

Forrester MX Maturity ModelCulture

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Create a system of shared values and behaviors that focuses on employees delivering great customer experiences.

Based upon “Five Keys for Making Your Culture More Customer-Centric,” by Samuel Stern, January 3, 2019, Forrester

What does your organization believe about CX philosophically? How to cultivate vision

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“Creating a CX vision creates clarity around a company’s intended experience and helps employees understand how best to contribute to better experiences.”

- Samuel Stern

The OCCU CX Philosophy

OCCU’s CX Philosophy provides the organization with a vision and a “way of being” that guides us.

Making it real

Based upon “The State of CX Management Maturity, 2018”, by Rick Parrish, December 31, 2019, Forrester

The 12 Activities of CX Management MaturityCreating an Action Plan.

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This is the interactive portion of the session. Are you ready?

Listen to 12 activities (2 under each of the 6 competencies)Instructions

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For each CX Management (CXM) Maturity Activity, score your organization on a scale of 1-10.

(1 being “We’re not engaged at all in these activities” and 10 being “We’re completely engaged in these activities”)

Based upon “The State of CX Management Maturity, 2018” by Rick Parrish, December 31, 2018, Forrester.

Forrester MX Management Maturity ModelResearch

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Forrester MX Management Maturity ModelPrioritization

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Based upon “The State of CX Management Maturity 2018” by Rick Parrish, December 31, 2018, Forrester

Forrester MX Management Maturity ModelDesign

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How Work Is Done

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Establishing a process / Supportive of Human Centered Design

Design WorkshopsEpics Prototyping User Testing User Stories

Business Need (Strategic Plan)

Member Need (R&D / MX)

Tech Capabilities (IT / Dev)

Staff Impact (PI)

Journey Maps (MX)Process repeats while narrowing and

expanding scope

Created by OCCU UX Strategist M. Propst

User Center DesignDesign Methodology

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Empathize Define Ideate Prototype Test Implement

Inspiration Ideation Implementation

Influenced by NN/g Design Thinking 101 graphic


2018” by Rick Parrish, December 31, 2018, Forrester

Forrester MX Management Maturity Model

Enablement

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For each CX Management (CXM) Maturity

Activity, score your organization on a scale

of 1-10.

(1 being “We’re not engaged at all in these

activities” and 10 being “We’re completely

engaged in these activities”)


2018” by Rick Parrish, December 31, 2018, Forrester

Forrester MX Management Maturity Model

Measurement

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For each CX Management (CXM) Maturity

Activity, score your organization on a scale

of 1-10.

(1 being “We’re not engaged at all in these

activities” and 10 being “We’re completely

engaged in these activities”)


Forrester MX Management Maturity ModelCulture

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4 facets ofdiscipline


Cadence

Rigor

Coordination

Accountability


Forrester MX Management Maturity ModelRigor

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Companies with rigor follow an effective, documented process for how they follow the activities inherent in CX Management.

Based upon “The State of CX Management Maturity, 2018 by Rick Parrish, December 31, 2018, Forrester.

Forrester MX Management Maturity ModelCadence

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Companies with cadence follow a plan for how often they partake in the CX Management activities.


Forrester MX Management Maturity ModelCoordination

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Companies with coordination ensure that all relevant parts of the organization collaborate on CX activities.


Forrester MX Management Maturity ModelAccountability

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Companies with accountability have one senior person who holds everyone accountable for the required activities.

Blake Morgan, CX Futurist, Speaker, Author

CX disciplines and activities based upon “The State of CX Management Maturity, 2018” by Rick Parrish, December 31, 2018, Forrester

Disciplines take disciplineHow did you do?

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Through the lens of discipline now in relation to the CX activities:• Where did you score the highest?• Where did you score the lowest?• What do you think are your biggest

roadblocks?• What have you learned?• What excites you the most?


Forrester’s Levels of CX Management MaturityLevels of Maturity

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AdvancedBeginner Intermediate

Cultural changes neededSkill sets required to make exceptional CX a reality

Cultural change requires


Strengths in change management

People with strong CX skills; org shifts, hiring for new skills

Executive buy-in and customer-obsessed leadership

Discipline

Takeaway #1Be a change agent

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Lead and go for CX Management Maturity:• Be bold• Understand not everyone will get it in

the beginning• Educate along the way• Turn those 2s and 3s into 5s and 6s• Remember, time is upon us

Takeaway #2Get buy-in from the top

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This doesn’t work without full sponsorship, which will allow for the proper:• Investments• Structural shifts• New processes• Project prioritization• Insights-based strategies

Takeaway #3Join #CXGrow conversation

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I’ve created a new hashtag for financial services - #CXGrow – on Twitter.

Use this hashtag to collaborate and continue the conversation. Feel free to share articles, posts, questions, and responses.

#CXGrow

Because community strengthens us all.

@DeborahMersino

Thank you!Financial Brand Forum 2019

retooling your organization and evolving your culture around cx … · 2018. 12. 31. · retooling...

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