work across verizon · connecting employees to drive ideation recognition of employee ideation...
TRANSCRIPT
Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement.
Lorraine Schumacher Verizon
February 2015
Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement. 2
Customer Experience - A Source
For Growth
$1.6 Billion
Source: What Drives A Profitable Customer Experience. Forrester Report, June 2014
1 Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement.
$700 million churn $900 million additional sales $60 million
in new
revenue from
positive word
of mouth
To stay slightly
behind the
mainstream in our industry
Forrester modeled the edge that a wireless service provider with an
above-average CXi score has over one with a score that’s below the
industry average. According to our models, major US wireless brands that
deliver subpar experiences lose almost $700 million to churn, forgo
almost $900 million in additional sales, and lose out on almost $60 million
in new revenue from positive word of mouth.
To
distinguish ourselves from
other leaders
in our industry
Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement. 3
Aug ‘13 Sept ‘13 Oct. ‘13 Nov. ‘13 Dec. ‘13 Jan. ‘14
No dated transactions in portfolio; chart is based on a 1-year, 10,000.00 investment
Feb. ‘13 Feb. ‘14 Apr. ‘14 May ‘14 June ‘14 July ‘14
CX Leaders Make More Money And Make It More Predictably
30
25
20
15
10
5
0
-5
-10
-15
Amazon, Costco, Marriott
UPS, Apple, Delta, TD
CXi Leaders
Cigna, Humana, Cablevision, Travelers,
Radio Shack, BB&T
CXi Laggards
S&P 500
Verizon
Source: Google Finance, Portfolio Performance, August 2014; The Customer Experience Index, 2013, Forrester Research.
3 Confidential and proprietary materials for authorized Verizon personnel and outside
Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement. 4
The First Centralized Team
Establishing an End-To-End View
of Consumers
Customer & Business Intelligence
Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement. 5
Complex Reality of Verizon
Different Strategies, Objectives, and Sources of Insight Across Verizon led to a Siloed View of Customers
Disconnected
Multiple Customer Data Sources
Non-Standard
Siloed Strategies, Analytics, & Insights
Limited Coordination
Initiatives, Agencies, & Systems
Expensive Cost Structure
Data & Reporting
Cultural Resistance
“Utility” Mindset
CUSTOMER’S REALITY
ENTERPRISE SOLUTIONS
Brick, NJ
Bryant Park, NYC
Wireless Zone Premium Retailer
COMPANY COMPLEXITY
Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement. 6
We Listen,
Understand
and Connect
Consumer Intelligence & Social Business Strategy
Launched VCI May 2013
Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement. 7
Consumer Intelligence & Social Business Strategy
Strategy
Intelligence & Insights
Governance & Education
Community
Vision and Structure to Deepen Experience
Agnostic, Unfiltered Truth of Consumer Intelligence
Educate, Train and Certify to Stabilize Experience
Connect and Collaborate to Sustain Experience
Listening and Enabling Deep Connections with Consumers Across Verizon
Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement. 8
Intelligence & Insights
Education &
Awareness
Impacting
Business Units
Impacting
Brand
Impacting Real-Time
Consumer Engagement
VCI Pulse Real-Time Dashboards
Inform and validate decisions
Business Focused VOC/E Insights
Provide consumer sentiment drivers
Consumer Experience Research
Enable consumer-driven decisions
Predictive & Proactive Insights
Predict VOC/E trends
Empowering the Business with Intelligence & Insights to make Consumer-Driven Decisions
Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement. 9
Strategy, Governance and Community Evolution
Enabling the Centralized View of the Verizon Experience Through the Eyes of the Consumer
• Certification & Education on Enterprise Platforms
• Early Warning, Crisis & Event Intelligence
• Centers of Excellence & Collaboration Councils
• Social Risk Audit & Employee Guidelines
ST
RA
TE
GY
G
OV
ER
NA
NC
E
CO
MM
UN
ITY
INTELLIGENCE
& INSIGHTS
STRAT
PROD
CMO CAO
CORP IT VZW
EXEC
VZ
EXEC
LEGAL
COMM MKTG CUST
CARE
VZW VES CMB
• Providing Vision and Roadmap integration
• Seamless Social Experience
• Global Community Collaboration
• Brand Advocacy
AP
PR
OA
CH
Consumer Focused Hub & Spoke
Connect Business Needs Bridge Consumer Gaps
Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement. 10
We Innovate
& Integrate
INTELLIGENCE
SYSTEMS
Integrating Emerging Infrastructure
Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement. 11
Building the Intelligence Architecture
Specialized, Niche Players
Traditional & Enterprise Level
CBI Differentiator
• Standardized / Traditional Technologies
• Robust / Large Scale
• Data Secure
• Internally Integrated
• Bleeding Edge Technology
• Small / Start-Ups
• Innovative / Agile
• SaaS / Stand Alone Models
• Lead Design Decisions
• Apply Proven Methodologies
• Exceed Industry Standards
• Apply Diverse Skill Sets through a
Blended Staff
We Design and Integrate Emerging Technologies on a Robust Scale for Customer Understanding
Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement. 12
Delivering Customer Critical Resources
We Enable the Customer’s Voice to Seamlessly Connect Across Verizon
Customer Focused
Decisions
Customer & Employee
Understanding
Customer Engagement &
Employee Collaboration
INTERNAL MARKETPLACE
EXTERNAL MARKETPLACE
CUSTOMER DRIVEN
EMPLOYEE DRIVEN
CONSUMERS
EMPLOYEES
Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement. 13
We shape
CUSTOMER
EXPERIENCE
Customer Experience Strategies
Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement. 14
Customer Experience (CX) Strategies
Path to Verizon Differentiation
Assess Verizon’s Current CX State
Define Roadmap to Differentiate
• Building Structure to Support
• Driving Strategy and Initiatives within Roadmap
Key CX Challenges
• Fragmented Leadership, Governance & Structure
• No Unified Brand Strategy to Anchor a CX Strategy
• Multiple Disconnected CX Programs
• Operator Mindset vs. Customer-facing Mindset
Focused on Advancing Verizon’s CX Capabilities that Lead to Customer Alignment and Differentiation
CX GOVERNANCE
CX CULTURE
CUSTOMER UNDERSTANDING
CX DESIGN
CX STRATEGY
CX MEASUREMENT
Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement. 15
CX Governance Model proposed Federated
Customer Journey Maps
CX Roadmap (high level)
Delivering Initiatives that Drive Differentiation for our Customers
CBI Led Programs Within the Strategy
Annual Broken Promise Program
VOICE Platform CX STRATEGY CX
GOVERNANCE
CUSTOMER UNDERSTANDING
CX MEASUREMENT
CX DESIGN
CX CULTURE
Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement. 16
We connect the
CONSUMER
throughout the
DESIGN
PROCESS
Consumer Understanding for Design
Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement. 17
Insight Ideate Prototype /
Evaluate Design / Validate
Implement Management
Development for Product Enterprise-Wide
Ethnography
Capabilities for Product, Process & Service Design
A Disciplined Approach to Innovate with Consumers throughout the Design Process
NPS Benchmark Journey Mapping Product Design
Service Design
Process Design
Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement. 18
Common Customer Study VZW Service Experience Study
Insights to Actions:
• Discontinued “Double Up & Save” Offer
• Customer Loyalty Insights
• Store Experience Improvements
Project Goals:
• What would be the defining elements of a truly differentiated Service Experience?
• What would make people switch to Verizon?
• What kind of experiences would foster active loyalty and reduce churn?
Framework to Understand Consumer Perceptions and Unmet Needs
Launching Enterprise-Wide Capabilities for Human Centered Research
Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement. 19
Operationalizing CX Journey Mapping
Illustration to Enable Understanding of the Customer Experience Across Key Journeys
Next Steps
• Operationalize across Verizon
• Common definition
• Standardize approach
• Best in class methodology
Key Challenges
• No view from customer perspective
• Lack of methodology to visualize story
• Inability to document what matters most to customers
Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement. 20
Standardizing Benchmark Surveys
Provide Understanding of Consumers’ Satisfaction with Competitors, Products and Services
Today
• Understanding of “Silent” Verizon
Customer
• View of Competitors’ Customers
Satisfaction Level
• Consistent Methodology &
Communication of Results Across BU’s
Next Steps
• Redesign Survey to Enhance Analysis
of Data
• Launch Product Specific Survey
• Enhance Survey to include Common
Customer View
Four Strategic Drivers of NPS
Quality
Value / Price
Customer Service / Corporate Value
Tech Leadership
Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement. 21
We Innovate with
EMPLOYEES
Employee Ideation & Insights
Launched October 2013
Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement. 22
Connecting Employees to Drive Ideation
Recognition of Employee Ideation
Engagement of Senior Executives
Link Brand to an Enterprise Program
Empower Employee Innovation
Our Mission, Passion, and Process:
“[To lead] a culture where curiosity and
passion are rewarded. Cross-functional
expertise to navigate your [our] organization.”
“The Fit Test for Strong Agency Relationships”
- Sarah Sikowitz, Forrester
Enterprise Collaboration + Best In Class Platform = Powerful Answers
Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement. 23
202
Ideas Slated for Implementation
46%
Ideas Implemented to Improve CX
2014 Results
Powerful Answers
Framework
Employee Engagement
System/ Process
GENERATE IDEAS
GROW IDEAS
LEADERSHIP SUPPORT
IMPLEMENT IDEAS
>$10M
Financial Benefit
179
Ideas Implemented 228 Since Inception
Converting Employee Ideas into Business Value
Governance
Implemented Idea
Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement. 24
Thank You