User Experience

Part 1: You Deliver on Your Promise

 

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“You Deliver on Your Promise” is the fifth Emotional Driver within The CX Academy Framework. It means that customers want companies to manage, meet and exceed their expectations of them. It is one of the most challenging of the Emotional Drivers because customers expectations are continually rising. Customers want the interactions they have with companies to be relevant and add value. They want the customer journey to be simple and quick with minimal effort required by them. And as humans, we really like it when our expectations are exceeded.

For this assignment, we would like you to think about your own customers and develop a Fact Find and Action Plan that will help you to identify:

  1. How your customers expectations are formed
  2. How you currently perform against the key attributes “You Deliver on Your Promise”
  3. Actions to put in place to improve how your company meets, manages and exceeds expectations

We have created a template for you to complete your assignment which details what you need to do.

 

 

 

You Deliver On Your Promise – Fact Find and Action Plan
1.     How your customers expectations are formed

Customers expectations can be formed based on many different influences including:

–       Your Customer Promise delivered through advertising, your website, customer emails, staff etc

–       Word of mouth and recommendations from friends, family and colleagues

–       Sponsorship, social media and PR coverage

–       Previous experiences of the company

We want you to think about your own customers and identify THREE key influences that form their expectations of your company. For each influence we want you to document how and why they impact your customers expectations. We also want you to rate whether you think the influence currently has a positive or negative affect on your customers expectations. We have put in an example to show you what we are looking for.

 

Example Influence
What is the Influence? How does the influence form customer expectations? What effect does this influence currently have on customers expectations?
Social media – our Facebook and Twitter pages Customers can post queries on our Facebook and Twitter pages so other customers can see what the problems are and how we respond to these queries. They can see how quickly we answer, what we say and how we say it. They can see how much we care about our customers. Positive – we’re very good at getting back to customers, our tone of voice is great and we do fix things for customers. We get a lot of positive feedback on the pages
Your Influences
Influence 1
What is the Influence? How does the influence form customer expectations? What effect does this influence currently have on customers expectations?
Influence 2
What is the Influence? How does the influence form customer expectations? What effect does this influence currently have on customers expectations?
Influence 3
What is the Influence? How does the influence form customer expectations? What effect does this influence currently have on customers expectations?

 

 

 

 

 

 

 

 

You Deliver On Your Promise – Fact Find and Action Plan
2. How you currently perform against the key attributes of “You Deliver on Your Promise”

Look at the key attributes of the “You Deliver on Your Promise” Emotional Driver:

•       Giving customers a clear promise that you can deliver against

•       Knowing what customers expect from you

•       Understanding how expectations will change from customer to customer

•       Creating “wow” moments that exceed expectations

We want you to rank how you are currently performing against each of these attributes and give a rationale as to why you have given this ranking. The ranking should be done on a 0 to 10 basis where 0 is “we currently perform extremely poorly” and 10 is “we currently perform extremely well”

We have given you some points to consider when you are doing this.

 

Your Attributes Ranking and Rationale
Giving customers a clear promise that you can deliver against
Ranking considerations:

–          Do you have a clear customer promise in place e.g. is there wording used for what your company does for customers?

–          Is the promise communicated to customers e.g. through advertising, customer letters, customer charter etc?

–          Is everyone in the company aware of what your promise is to customers e.g. through internal communications, posters, training etc?

 

Ranking? Ranking Rationale
Knowing what customers expect from you
Ranking considerations:

–          Do you capture customer feedback so you are clear on what customers expect and how their expectations may change over time?

–          Do you do research with customers when you develop new propositions or change customer journeys?

–          Do you capture insights from frontline staff about what customers want?

 

Ranking? Ranking Rationale
Understanding how expectations will change from customer to customer
Ranking considerations:

–          Is your customer base segmented and if so do you know if different segments have different expectations e.g.  a new customer might have different expectations to a customer who has been with you a long time?

–          Do you understand the different expectations customers may have depending the channel they are dealing with you in e.g. digital vs face-to-face?

Ranking? Ranking Rationale
Creating “wow” moments that exceed expectations
Ranking considerations:

–          Do you capture and share examples of where staff have gone the extra mile for customers and exceeded expectations?

–          Are staff encouraged and empowered to go the extra mile for customers?

Ranking? Ranking Rationale

 

 

 

 

 

 

 

 

 

 

 

 

 

You Deliver On Your Promise – Fact Find and Action Plan
3. Actions to put in place to improve how your company meets, manages and exceeds expectations

Look at the ranking score and rationale you have given each of the attributes of the “You Deliver on Your Promise” Emotional Driver. Come up with one action for each that you think will improve your ranking. You can use the key behaviours and skills that we talked through in the module to help you.

The key behaviours and skills are:

•       Be accurate and precise with timings for customers

•       Explain and guide the customer through the process so that accurate expectations can be set and met

•       Keep the customer informed if things change and update them on timelines

•       Educate all staff about timings for different processes so there is consistency in how they inform and manage customers expectations

•       Ensure all staff in all departments understand the role they play in delivering on the customer promise and meeting customers’ expectations

•       Ensure customers know what the company is going to do and what they need to do

•       Customers expect companies to respond swiftly, particular to phone calls and emails. This is a ‘must-have’ rather than a ‘nice-to-have’

•       Use clear, jargon-free language in customer promises, if you are unclear or vague customers will get frustrated

•       If you fail to meet a promise look at how you can overcome this by exceeding the customers expectation

•       Empower staff to deliver “wow” moments to customers to exceed their expectations

•       Share stories of these “wow” moments to encourage best practice across the company

For each action we want you to put in:
Description

what you are going to do?

Objective – why you are doing it? Implementation – how you are going to do it?
Create awareness of the customer promise To ensure everyone in the company understands the customer promise and their role in delivering it Develop an internal communication to all staff that reinforces the customer promise, what it means for customers and staff and why it is so important to manage, meet and exceed customer expectations

 

Do a series ofworkshops/roadshows with different departments to clarify their role in delivering the company’s promises to customers and identify any gaps or issues that need to be addressed

 

Meet with HR to ensure all staff have an objective related to delivering on the customer promise

Your Action – Giving customers a clear promise that you can deliver against
Description Objective Implementation
Your Action–Knowing What Customers Can Expect From You
Description Objective Implementation
Your Action – Understanding how expectations will change from customer to customer
Description Objective Implementation
Your Action – Creating “wow” moments that exceed expectations
Description Objective Implementation

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Part 2- why your company should invest in CX.

 

 

In this Module we identified three key questions that you need to answer to get buy-in:

Why – should the company invest in CX?

What – needs to be done to put a CX strategy in place?

How – is the CX strategy going to be implemented?

 

we want you to focus on the first of these questions and look at what you need to do to create a compelling story that gives the main reasons why your company should invest in CX.

 

There are three factors that are covered in the module that we want you to look at:

  1. Cultural Factors – how the company thinks and feels about its staff and its customers and how they in turn feel about the company
  2. Market Factors – what is happening in the wider market and how it could impact the company
  3. Business Factors – how CX impacts the performance of the company

 

For each of these factors we want you to come up with actions you would take to form the basis of a business case for CX. We have created a template for you to complete your assignment which details what you need to do.

 

 

CX Business Case – Actions Template
1. Cultural Factors

Identify three key actions that you will put in place in your company to build your case for CX.

 

For each action you need to put in:

Description – what you are going to do

Objective – why you are doing it

Implementation – how you are going to do it

Insight – what you expect to get fromit, how will it help you build your case

 

To help you we have put a brief example in – you should go into more detail and be more specific on your implementation and insights

 Example Action
Description Objective Implementation Insight
Understand what customers and staff are saying about the company To bring the customer to life and give them a seat at the boardroom table Analyse the output from the VOC programme to capture key insights and verbatim

 

Analyse customer data to determine loyalty and advocacy levels e.g. NPS scores

Share positive and negative feedback from customers – putting specific customer verbatim in the business case will demonstrate how customers really feel and what is making them happy/making them annoyed

 

Show the number of customers who are recommending/not recommending the company based on their experiences – will demonstrate the power and benefits of advocacy

Your Actions
Action 1
Description Objective Implementation Insight
 

 

 

 

Action 2
Description Objective Implementation Insight
 

 

 

Action 3
Description Objective Implementation Insight

 

 

 

CX Business Case – Actions Template
2. Market Factors

Identify three key actions that you will put in place in your company to build your case for CX. For each action you need to put in:

 

Description – what you are going to do

Objective – why you are doing it

Implementation – how you are going to do it

Insight – what you expect to get from it, how will it help you build your case

 

To help you we have put a brief example in – you should go into more detail and be more specific on your implementation and insight

 

 Example Action
Description Objective Implementation Insight
Do external benchmarking To demonstrate where the gaps are between you and your competitors Research national and international CX surveys

 

Do research into direct competitors by doing a simple audit

Show how the company performs against competitors – this will highlight any gaps and show how far behind the company is

 

Show how the sector is performing against other sectors. Include case studies of similar companies in other countries who have invested in CX and what they have achieved – demonstrating what is possible and what benefits they have seen

 

 

 

Your Actions
Action 1
Description Objective Implementation Insight
Action 2
Description Objective Implementation Insight
Action 3
Description Objective Implementation Insight

 

 

 

 

 

 

 

 

CX Business Case – Actions Template
3. Business Factors

Show how you would demonstrate business benefits of investing in CX by identifying one way you will Make the company money and one way you will Save the company money.

 

For each of them we want you to look at:

·         How are you going to make the company money/save money?

·         What metric you would use to measure the improvement/saving

·         What the benefit would be and how you would calculate it (show calculations)

·         What the investment required is and how you would calculate it (show calculations)

·         What the return on investment would be and how you could calculate it (show calculations)

·         You can use the Calculating Business Benefits download to help you

 

Here are some tips to help you complete this assignment:

1.     You can use an example from your own company or you can create an example, the key is to keep it simple.

2.     We would recommend that you use different examples for making money and saving money.

3.     Think carefully about the metric you are going to use to measure the improvement or the savings. You will need to demonstrate how you have calculated the improvement or the savings using this metric.

4.     Remember, you need to link your proposed improvement or savings back to improving the customer experience.

5.     Make sure you work through each step of your calculations and provide the detail of what you are basing your calculations on. The more detail you provide the easier it will be for us to understand. If you use any abbreviations please make sure you explain what they mean.

6.     You can do your benefit calculations over a one year/three year/five-year period, whichever you think makes the most sense.

 

Remember, this is one of the most important elements of getting buy-in for CX. Imaging you are sitting in front of your leadership team, making a case for CX. It should be compelling but simple and the numbers should tell the story!

 

We have put in detailed examples to show you what we are looking for:

 

 

 

 

 

 

 

 

 

Example Action
How are you going to MAKE the company money? What metric will you use to measure improvement? What will be the financial benefit? What investment
is required?
What is the Return on Investment?
Increase sales by improving the customer experience so that existing customers will buy more products this year Increased revenue from additional product sales Do benefit calculations based on increased revenue from more sales this year (see example workings below) Do investment calculations based on what you think is required to increase sales from existing customers by improving their experience (see example workings below) Do the return on investment calculation (see example workings below)

 

 

Business Benefits – Making Money Example  
This example is for a retail company. The CX Manager is taking a proposal to their leadership team, showing that if investment is made in improving the customer experience when products are being purchased, it will lead to additional products being sold.  
Benefit Calculations  
Current revenue figures  
No. of customers 35,000  
Average no. of products purchased per customer per year 3  
Average revenue per product €65  
Average revenue per customer per year €195  
Total revenue per year €6,825,000  
Estimated improved revenue figures  
Increased no. of products purchased per customer per year due to improved CX 4  
Increased average revenue per customer per year €260  
Increased total revenue per year €9,100,000  
Additional revenue from increase in no. of products purchased €2,275,000  
Investment Calculations  
Training for front line staff €75,000  
Improvements in online purchase process including customer communications, new app and piloting of web chat €450,000  
Customer research and feedback €40,000  
Total €565,000  
Return on Investment
Benefits: additional revenue from increase in no. of products purchased €2,275,000
Investment costs €565,000
Amount of return (Benefits-Investments) €1,710,000
Return on Investment (Benefits-Investments/Investment) x 100 303%

 

 

 

Example Action
How are you going to SAVE the company money? What metric will you use to measure improvement? What will be the financial benefit? What investment
is required?
What is the Return on Investment?
Making the process for customers to make changes to their insurance policy easier which will improve the customer experience and save the company money

 

Reduction in costs to serve customers Do benefit calculations based on cost savings from simplifying the process for customers to make changes to their insurance policy (see example workings below) Do investment calculations based on what is required to make the process for customers to make changes to their insurance policy much easier (see example workings below) Do the return on investment calculation (see example workings below)

 

Business Benefits – Saving Money Example  
This example is for an insurance company who process large numbers of changes to car insurance policies that customers request e.g. address changes, vehicle changes, adding different drivers to the policy etc. Currently a high number of customer complaints are received about this process because the customer has to wait several days to receive confirmation by mail that the change has been made. This results in additional calls to the company by the customer in the meantime to check the changes are in place.

The CX Manager is taking a proposal to their leadership team to show that if the current process for making changes to a policy is changed from being done through phone and post to online it will improve the customer experience and save the company money. The business case has been done over a three-year period because as well as the initial investment in an online solution there will also be some annual running costs.

 

 
Benefit Calculations  
Current costs to serve  
No. of customers making changes to their policies annually 80,000  
Cost to answer initial customer calls and process the changes on the system (based on cost per customer of €8) €640,000  
Cost to answer additional calls from customers checking to see if the change has been made (based on 40% of customers making an additional call at a cost of €5 per customer) €160,000  
Cost to process and mail letter to confirm policy change to customer (based on cost per customer of €5) €400,000  
Total annual costs €1,280,000  
Total current costs over three years €3,840,000  
Investment Costs  
Initial Investment Costs (once off costs)  
Development of additional website functionality for customers to make changes to their policies €500,000  
Development of webchat functionality to provide customer support €150,000  
Customer communications €75,000  
Total initial investment costs €725,000  
Ongoing Running Costs  
Staff costs to support webchat €120,000  
Website support costs €130,000  
Customer communications €50,000  
Total ongoing investment costs (cost for three years) €900,000  
Total ongoing investment costs over three years €1,625,000  
Return on Investment
Benefits: total savings over three years (current costs less investment costs) €2,215,000
Investment costs €1,625,000
Amount of return (Benefits – Investments) €590,000
Return on Investment (Savings-Investments/Investment) x 100 36%

 

 

 

 

Your Action
How are you going to MAKE the company money? What metric will you use to measure improvement? What will be the financial benefit? What investment
is required?
What is the Return on Investment?
         
How are you going to SAVE the company money? What metric will you use to measure savings? What will be the financial benefit? What investment
is required?
What is the Return on Investment?
         

 

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