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#SPLICEwebinar

Hello & Welcome

� 15 Minutes allotted for Q&A

� Webinar is Being Recorded

� Winners Announced Next Week� Free 2 Hour Consultation� Free CXU Online Course

Marketing ManagerSPLICE Software Inc.

/marciamgbastos

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Agenda

� What is customer centricity?� Why does it matter?� How do you approach it smartly?� Who are the key players?� When to seek leadership & alignment Imperatives?

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About CX University

CX University is committed to helping you know moreand be able to do more in the Customer Experiencediscipline. We offer quality professional developmentprograms that appropriately challenge you to gainknowledge and skills in the fundamentals and bestpractices of CX.From comprehensive Online Courses to custom-designed Action Learning Workshops as well ascertification prep for the CCXP exam, CXU preparespractitioners to provide excellence in the discipline.

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Dr. Mohamed LatibDr. Latib’s expertise in management and executivedevelopment spans a 30-year long journey ofshaping corporate leaders and team membersfrom small organizations to Forbes companiesacross the globe. He’s worked extensively in theCX field for over 25 years and has helped createcustomer centricity in many businesses.Dr. Latib has also led innovations in education asa professor, dean, and vice president at renowneduniversities across the United States. He hasdeveloped programs in Europe, Asia, and SouthAmerica. He has served on numerous boards andwas President of two international associations.

Founder & CEOCX University

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SPLICE Software Inc.

Offers a cloud-based Dialog SuiteTM that specializes in using bigdata and artificial intelligence to create distinctly humanmessaging.

Our patented software sends automated Voice & SMS in the rightmoment of the customer journey to drive optimal engagement, and thedesired call to action. Our Suite enables you to collect and managecustomer's permissions and preferences so you can personalize,communicate, and measure like never before.

Some recent accolades…

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Janelle Boris

Janelle brings over 10 years’ retail experience tothe table. With an everyday focus of drivingsuccess for her SPLICE clients, Janelle uses herpassion for client relations and accurate programdesign to ensure SPLICE maintains an unparalleledlevel of customer engagement and retention.

Her account management has lead SPLICE clientsto both Customer Engagement and StoreOperations awards, and she looks forward tobringing these valuable insights and tools to futureclients, and the industry in general, to aid in themaximization of the in-store customer experience.

Retail Account ManagerSPLICE Software Inc.

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Changing Power Dynamics

Technology Leverage

� Democratization� Asymmetries� New playing field

turbo-charged by customers

� Global in Scope

Customer Demands

� Instant responses � Personalization� Quality products� Service quality� Transparency in

communications and products

� Trust� Anticipate needs

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I want to share my ideas for product and service improvements

The New Breed of CustomersWhen I complain on social media

(and I do) I want quick actionI have a lot of choices –and I’m not afraid to go somewhere

else

I want you to tell me what you’re doing to improve

I want to communicate with you however I want,

whenever I want

I want self-service and I want to get in touch with other customers

if I have a problem so I can benefit from their experience

I use my smart phone for almost everything

I want you to treat me like you know me in every interaction

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CX: Where We Stand

� 97% of execs say delivering a great customer experience isCRITICAL to their business.

� 80%of CEOs believe they offer a superior customer experience.Only 8% of their customers AGREE.

� 54% of consumers shared BAD experiences with more than 5people. 33%shared GOOD experiences with more than 5 people.

� Companies that OUTPACE their COMPETITORS in CX have50%more engaged employees than those with CX that lags theirpeers.

� 89% of customers say they have switched to a COMPETITORbecause of a POOR customer experience.

� A modest increase in customer experience can generateADDITIONAL REVENUES over 3 years between $472M and $824Mfor every $1bn in annual revenue.

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What is Customer Experience?� It is the customer’s perception of all

the interactions they have with usand the value it creates for them.

� It is how we know and performagainst expectations.

� It is the emotions we create withevery interactions.

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Moderate

Financial Storyline

$820 Million

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The New Normals

Employees

Customers

Competitive Advantage

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The First New Normal:

Customers

CXJourney

Map

Strategy

Structure

Technology

ValuesTasks

Policies

Practices

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Whole Ecosystem Alignment

Technology

People

Leadership

Brand Promise

Corporate Strategy

Technology

People

Leadership

Brand Promise

Corporate Strategy

Silos

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Alignment: LeadershipCompelling

brand promise tied

to vision

Must-win from the ‘outside-

in’

Feedback for continuous

learning

Experience Redesign-empathy

Implement change and

sustain

5 Marathon Principles

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Why so Difficult?

Loss of interest

No common ground

Buy-in failure

Behavior change

Siloed customer

data

Service and

rewards

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Customer Centric Behaviours

Gain and use deep understanding of the customer’s needs

Behaviors should be observable, traceable & measurable.

Good Examples:� We keep the customer’s voice & needs as a part of every meeting.� We share examples of the customer’s expressed needs with all.� We identify &track measures which reflect that customer’s perception

if needs are met.� We make sure employees are a part of a team that is creating new

solutions/

Poor Examples:� We listen to the customer� We understand the customer needs� Work with the rest of the organization

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So Close, Yet So Far

Situation � Wanted to collect customer feedback,

to improve their customer’s experience. Solution� Deliver NPS Surveys to customersResults� Did not have success criteria defined� Did not close the loop� Customers become disenchanted.

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On the Mark

Situation� Noticed a decline in new sign ups

for their loyalty programSolution� Company sent out a survey to

gather feedback from customersregarding everything from serviceat store level to corporate policies

Results� New training processes

implemented for all staff.

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The Second New Normal

Employees

Customers at the Core

Employees at the Core

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The New Breed of Associate

I want to contribute my ideas for product and service improvements

I want to develop skills that develop me for the future

I have a lot of choices –and I’m not afraid to go

somewhere else

I want you to tell me what we are doing to improve

I want to grow and develop with new skills more relative to the market

Customers are demanding more and I don’t feel I know how to or enabled to deliver

How can I understand what customers want and need?

I need to understand more about what you

want from me

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Inherent Value

� Productivity � Company financial

performance� Employee performance� Sales performance � Employee retention

Customer Demands

� Instant responses � Personalization� Quality products� Service quality� Transparency in

communications & products� Trust� Anticipate Needs� Customer loyalty

Employees at the Core

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Associate Engagement

Engagement

Emotions

Cognitions

Behaviors

... DISCRETIONARY BEHAVIORS

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Change Comes from Within

Best Practices� Create a Shared Understanding of the

Customer Experience Vision� Create Consistent Communications and

Standards� Provide Employee CX Training� Provide Recognition and Rewards� Celebrate Successes Publicly� Align Hiring Requirements to CX Strategy� Tie Incentives and Advancement Directly

to CX Success

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Tips for Customer Centricity� Define the CX vision based on business and

brand strategy, customer insights, and markettrends.

� Define the customer lifecycle stages and majorinteraction points with your customers.

� Define and design end-to-end omni-channelcustomer journeys.

� Determine the impact of the journey designson people, processes, technology, leadership,structure.

Brand & CX Vision, Charter, Strategy

CX Understanding

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Tips for Customer Centricity

� Define customer-centric measurements andKPIs,

� Create a CX KPI dashboard for continuousmonitoring and improvement,

� Define the CX vision based on business &brand strategy, customer insights, andmarket trends.

CX Transformation Map

CX KPI Dashboard

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Transforming Organization?Holacracy

� New Organizational FormsEmpty Chair at the table

� Practical empathy strategy� Undercover boss-Walk in ‘their’ shoes

New metrics� Net Promoter Score� Net Effort Score� Emotion Scoring

Heuristic jobs� Align with CX complexity

Lattice Culture� Adding the human touch

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The “Little Things” Matter

Emphasize Security� Trusted Guarantee

Make Technology a Helpful Tool� Facilitate Innovation

Connect with Community� Care and Support

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Bringing CX to Life

Umpqua Bank Appeal to sensorial,

behavioral, social,

cognitive receptors.

Deep Community Relations

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Bringing CX to Life

Ritz Carlton

Ladies and Gentlemenserving

Ladies and Gentlemen

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Q & A

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Thank You!To learn more about SPLICE,go to www.SPLICEsoftware.com

To learn more about CXU,go to www.cxuniversity.com