Action Leadership in CX: Bridging the Execution Gap

2. Action Leadership in CX Melissa BoxerVice President, • Brian J. CurranVice President, Customer Experience Strategy and Design

3. Customer Experience is Top of Mind 93% Customer Experience Objective of executives say improving their customer’s experience is one of their top three priorities in the next two years. 20% of annual revenue estimated to be lost for failing to deliver a positive CX 91% nearly all businesses wish to be considered the CX leader in their industry Source: Global Insights on Succeeding in the Customer Experience Era, 2013

4. Good CX and Revenue Growth Irrespective of metric used, the correlation is undeniable

5. CEO’s are taking notice Almost every category leader (95%) obsesses on customer intimacy

6. Many Struggle To Develop Successful Strategies Stuck In An Execution Chasm and Falling Further Behind The Leaders 20% Consider their CX initiative “advanced” 37% are just getting started with a formalCX initiative Source: Global Insights on Succeeding in the Customer Experience Era, 2013

7. The CX chasm Can impact revenue by up to 20% 89% 49% but the truth is … of customers have switched already2 of executives believe customers will switch brands due to a poor customer experience1 39% 80% but the truth is … of business execs say they’re doing a Good to Excellent job of delivering a positive, relevant and consistent experience to their customers of companies earned a CX index of Good or Excellent from customers 1 “Global Insights on Succeeding in the Customer Experience Era,” Oracle, February 4, 2013. 2 RightNow (acquired by Oracle in March 2012) and Harris Interactive, “Customer Experience Impact Report,” December 2011.

8. Bridging the Execution Gap Thought Leadership Action Leadership

9. Customer Experience Strategy • Designed around value Customer Value Attitudes, Behaviors, Needs Experience Design CXStrategy Solution Value People, Process, & Technology Solution Design Business Value Acquisition, Retention, & Efficiency Business Design

10. CX Strategy & Design Approach

11. 5 Steps to kick off your Action Plan • Understand your Customer’s Needs throughout the Lifecycle • Understand your Financial and Customer measurements • Understand the Role your Brand Attributes plays in CX • Determine the Trends that are Accelerating your Market • Journey Map and Build a CX Innovation process

12. To fill a shape with an image. Use existing picture box, DO NOT delete and create new picture box. Right click on the shape. At the bottom of the submenu select “Format Shape” Select “Fill” at the top of the “Format Shape” dialog box. Select “Picture or Texture fill” from the options. And select “File” under the “Insert from” option. Navigate to the file you want to use and select “Insert” On the “Format” tab, in the Size group, click on “Crop to Fill” in the Crop tool and drag the image bounding box to the desired size DELETE THIS INSTRUCTION NOTE WHEN NOT IN USE 1.) Customer Needs

13. The Customer Lifecycle RECOMMEND PURCHASE 4 OWN BUY 8 SELECT MAINTAIN Market & Sell Support & Serve 3 7 1 5 RECEIVE RESEARCH NEED USE 2 6

14. Solve for customer needs at multiple levels • Connect at an emotional level

15. attitudes behaviors results drive deliver experiences influence

16. To fill a shape with an image. Use existing picture box, DO NOT delete and create new picture box. Right click on the shape. At the bottom of the submenu select “Format Shape” Select “Fill” at the top of the “Format Shape” dialog box. Select “Picture or Texture fill” from the options. And select “File” under the “Insert from” option. Navigate to the file you want to use and select “Insert” On the “Format” tab, in the Size group, click on “Crop to Fill” in the Crop tool and drag the image bounding box to the desired size DELETE THIS INSTRUCTION NOTE WHEN NOT IN USE 2.) Measurements

17. Impact of Experience on Business Performance Impact of Experience Disruptive Distant Engaged Loyal Advocate Customer Frustrating Neutral Useful Usable Meaningful Experience • Difficult, repetitive • Inconsistent, inaccurate • Expectations unmet • Commoditized • Acceptable • Low-to-no expectations • Functional • Consistent • Expectations managed • Easy • Intuitive • Expectations met • Desirable • Personal • Expectations exceeded Business Suffers Survives Competes Differentiates Dominates

18. So what should I be measuring ? • Customer Satisfaction Index • Net Promoter Score • Customer Effort Score

19. Achieve Sustainable Business Growth & Profit • CX = A + R + E ACQUISITION (INCREASE SALES) RETENTION (MONETIZE RELATIONSHIPS) EFFICIENCY (LEVERAGE INVESTMENTS) GENERATE MOREOPPORTUNITIES INCREASE SHARE OF WALLET INCREASE ROIC / EVA INCREASE BRAND EQUITY DRIVE LOYALTY INCREASE PRODUCTIVITY INCREASEMARKET SHARE DRIVE ADVOCACY DECREASE COST OF OPERATIONS

20. To fill a shape with an image. Use existing picture box, DO NOT delete and create new picture box. Right click on the shape. At the bottom of the submenu select “Format Shape” Select “Fill” at the top of the “Format Shape” dialog box. Select “Picture or Texture fill” from the options. And select “File” under the “Insert from” option. Navigate to the file you want to use and select “Insert” On the “Format” tab, in the Size group, click on “Crop to Fill” in the Crop tool and drag the image bounding box to the desired size DELETE THIS INSTRUCTION NOTE WHEN NOT IN USE 3.) Brand Attributes

21. Customer Experience can describe… • A Product Experience: the experience of using a product/service • An Engagement Experience: the experience of buying and owning a product/service

22. Attributes of Desirable Experiences • Desirable experiences are made up of 3 categories of attributes

23. Brand Promise • Align Your Brand Promise To Your Persona’s Priority Your Brand Promise

24. To fill a shape with an image. Use existing picture box, DO NOT delete and create new picture box. Right click on the shape. At the bottom of the submenu select “Format Shape” Select “Fill” at the top of the “Format Shape” dialog box. Select “Picture or Texture fill” from the options. And select “File” under the “Insert from” option. Navigate to the file you want to use and select “Insert” On the “Format” tab, in the Size group, click on “Crop to Fill” in the Crop tool and drag the image bounding box to the desired size DELETE THIS INSTRUCTION NOTE WHEN NOT IN USE 4.) Trends

25. Use of Technology is Exploding Social Mobile Data Cloud Driven by a combination of Accelerated Trends

26. Behaviors Are Rapidly Evolving Always Connected Always Sharing Always Aware The Rate Of Adoption Is Unprecedented

27. Expectations And Demands Are Rising More Options More Access More Influence Increasing At Home, Where You Buy & Where You Work

28. To fill a shape with an image. Use existing picture box, DO NOT delete and create new picture box. Right click on the shape. At the bottom of the submenu select “Format Shape” Select “Fill” at the top of the “Format Shape” dialog box. Select “Picture or Texture fill” from the options. And select “File” under the “Insert from” option. Navigate to the file you want to use and select “Insert” On the “Format” tab, in the Size group, click on “Crop to Fill” in the Crop tool and drag the image bounding box to the desired size DELETE THIS INSTRUCTION NOTE WHEN NOT IN USE 5.) Journey Mapping

29. Begin by Bringing Your Silos Together And Map Your Customers’ Journeys

30. Introducing CXJM Workshops • Hands-on, action-oriented events • Drives teams to work together to solve real customer issues • Walk away with approachable process and tools • A new way to start the process of becoming more customer centered Pictured: Public Sector Journey Mapping Workshop with GovLoop in DC

31. University New England Student Lifecycle 20 Cross-Functional Participants Applying the Oracle CXJM approach

32. http://dschool.stanford.edu/student/doug-dietz/

33. http://dschool.stanford.edu/student/doug-dietz/

35. Select a specific customer to map ATTITUDES AM I REALLY SICK? WISH I WAS AT SCHOOL I’M REALLY NERVOUS THAT LOOKS SCARY! WILL IT HURT ME?! MOM CAN’T HELP? NO! NO! PLEASE NO! ACTIONS GOES TO INITIAL DOCTOR RIDES TO HOSPIT’L CHECKS IN WALKS TO MRI ROOM SEES MRI MACHINE CRIES & RESISTS SEES DOCTOR ENTER GETS A SHOT GOES THROUGH MRI … … … SOFIA PEOPLE DOCTOR MOM CHECKIN NURSE IMAGING TECH MOM DOCTOR ANESTH. IMAGING TECH ON STAGE DESK & COMPUT. CHART MRI MACHINE THINGS TAKE-HOME PACKET CAR SHOT & DRUGS MRI MACHINE PEOPLE TECH. WRITER HOSPIT’L BLDG MGR SYSTEM ADMIN. DOUG PATIENT SAFETY TEAM IMAGING TECH BACK STAGE PATIENT RECORD SYSTEM STAFF PAGING SYSTEM DRUG ROOM THINGS RESERV. SYSTEM IMAGING RECORD SYSTEM

36. AM I REALLY SICK? WISH I WAS AT SCHOOL I’M REALLY NERVOUS THAT LOOKS SCARY! WILL IT HURT ME?! MOM CAN’T HELP? NO! NO! PLEASE NO! GOES TO INITIAL DOCTOR RIDES TO HOSPIT’L CHECKS IN WALKS TO MRI ROOM SEES MRI MACHINE CRIES & RESISTS SEES DOCTOR ENTER GETS A SHOT GOES THROUGH MRI … … … IMAGING TIME + STAFF 2X COST OF DRUGS SIDE EFFECT COSTS SOFIA DOCTOR MOM CHECKIN NURSE IMAGING TECH MOM DOCTOR ANESTH. IMAGING TECH DESK & COMPUT. CHART MRI MACHINE TAKE-HOME PACKET CAR SHOT & DRUGS MRI MACHINE EVALUATE & PRIORITIZE Identify the moments that matter TECH. WRITER HOSPIT’L BLDG MGR SYSTEM ADMIN. DOUG PATIENT SAFETY TEAM IMAGING TECH PATIENT RECORD SYSTEM STAFF PAGING SYSTEM DRUG ROOM RESERV. SYSTEM IMAGING RECORD SYSTEM

37. WHY? AM I REALLY SICK? WISH I WAS AT SCHOOL I’M REALLY NERVOUS THAT LOOKS SCARY! WILL IT HURT ME?! MOM CAN’T HELP? NO! NO! PLEASE NO! GOES TO INITIAL DOCTOR RIDES TO HOSPIT’L CHECKS IN WALKS TO MRI ROOM WHY? SEES MRI MACHINE CRIES & RESISTS SEES DOCTOR ENTER GETS A SHOT GOES THROUGH MRI … … … SOFIA DOCTOR MOM CHECKIN NURSE IMAGING TECH MOM DOCTOR ANESTH. IMAGING TECH WHY? DESK & COMPUT. CHART MRI MACHINE TAKE-HOME PACKET CAR SHOT & DRUGS MRI MACHINE UNDERSTAND & EMPATHIZE Ask why, create empathy maps TECH. WRITER HOSPIT’L BLDG MGR SYSTEM ADMIN. DOUG PATIENT SAFETY TEAM IMAGING TECH PATIENT RECORD SYSTEM STAFF PAGING SYSTEM DRUG ROOM RESERV. SYSTEM IMAGING RECORD SYSTEM

38. How might we manage FEAR? AM I REALLY SICK? WISH I WAS AT SCHOOL I’M REALLY NERVOUS THAT LOOKS SCARY! WILL IT HURT ME?! MOM CAN’T HELP? NO! NO! PLEASE NO! GOES TO INITIAL DOCTOR RIDES TO HOSPIT’L CHECKS IN WALKS TO MRI ROOM SEES MRI MACHINE CRIES & RESISTS SEES DOCTOR ENTER GETS A SHOT GOES THROUGH MRI … … … SOFIA DOCTOR MOM CHECKIN NURSE IMAGING TECH MOM DOCTOR ANESTH. IMAGING TECH DESK & COMPUT. CHART MRI MACHINE TAKE-HOME PACKET CAR SHOT & DRUGS MRI MACHINE REFRAME THE PROBLEM Use a deep understanding of needs TECH. WRITER HOSPIT’L BLDG MGR SYSTEM ADMIN. DOUG PATIENT SAFETY TEAM IMAGING TECH PATIENT RECORD SYSTEM STAFF PAGING SYSTEM DRUG ROOM RESERV. SYSTEM IMAGING RECORD SYSTEM

39. How might we manage FEAR? AM I REALLY SICK? WISH I WAS AT SCHOOL I’M REALLY NERVOUS THAT LOOKS SCARY! WILL IT HURT ME?! MOM CAN’T HELP? NO! NO! PLEASE NO! GOES TO INITIAL DOCTOR RIDES TO HOSPIT’L CHECKS IN WALKS TO MRI ROOM SEES MRI MACHINE CRIES & RESISTS SEES DOCTOR ENTER GETS A SHOT GOES THROUGH MRI … … … SOFIA DOCTOR MOM CHECKIN NURSE IMAGING TECH MOM DOCTOR ANESTH. IMAGING TECH IDEA: CAMP GUIDE DESK & COMPUT. CHART MRI MACHINE TAKE-HOME PACKET CAR SHOT & DRUGS MRI MACHINE IDEA: CAMP BACKPK IDEA: FUN AS CAMP REDESIGN EXPERIENCES Influence attitudes to change behaviors TECH. WRITER HOSPIT’L BLDG MGR SYSTEM ADMIN. DOUG PATIENT SAFETY TEAM IMAGING TECH PATIENT RECORD SYSTEM STAFF PAGING SYSTEM DRUG ROOM RESERV. SYSTEM IMAGING RECORD SYSTEM

41. CXJM Workshop Materials Business Value • Designed for rapid adoption and org alignment • Focus of methods: simple over complex, common vocabulary, cohesive, actionable • Approaches & principles that can scale: top-to-bottom, end-to-end, and run iteratively • Goal: Cohesive collection of strategic & actionable approaches Journey Mapping Customer Needs Experience Design

42. 5 Steps to kick off your Action Plan • Understand your Customer’s Needs throughout the Lifecycle • Understand your Financial and Customer Measurements • Understand the Role your Brand Perception plays in CX • Determine the Trends that are Accelerating your Market • Journey Map and Build a CX Innovation Process