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Guest Post: We Hold These Truths: Implementing CX Governance

1JFMNQLRE8This guest post comes from Darin Byrne, Senior Director of Professional Services at Wolters Kluwer.

As the summer goes on and the Fourth of July approaches, I’ve found myself thinking once again about the principles that our nation was founded upon. I am reminded that the signing of a document, even one as revered as the Declaration of Independence, was such a decisive point in our history – actually in the history of the world. And I’ve been pondering even more broadly about all of our governing documents, from the Magna Carta to the Constitution: how they came about and how they still affect us today. We agreed amongst ourselves what our goals were, how we would operate as a country, the checks and balances we would put in place to achieve our goals, and then we wrote them down and implemented them, and – even more amazing – we continue to adhere to them today. It really is pretty amazing.

And that, of course, got me thinking about what I do every day. Because, much as we might like it to be true, a bunch of people don’t just show up to work and decide individually what they’re going to do all day—we need guidance in the way of a set of goals and principles. And while a so-called “benevolent dictator” might rule in some companies, the truth is that this is not a sustainable model for a business. In order to achieve your company goals, you have to have guiding principles, an overriding plan, and people to maintain and carry out that plan—that is, governance. Read more

“If you need a video to explain the process, fix the process!” – Lessons from a journey mapping workshop

I had the opportunity to conduct journey mapping with a state agency working to transform the employer’s unemployment experience. The group followed our first rule of journey mapping – always make sure the customer is included in the process – by conducting multiple levels of research, including in-depth interviews with employers who were new to the process and usability interviews.

Next they engaged us to map out the existing employer’s journeys. I knew they were the right type of people for this work when I overheard one say, “If you need a video to explain the process, fix the process!”

Unfortunately, that’s not always the approach.  I can’t tell you how often I’ve run across a broken process, and the response is, “We need to train our customers.”

The reality is, our customers are already trained.  They’re trained by Amazon to have a streamlined process.  They’re trained by Apple to expect simplicity. And, if we’re not careful, they can be trained by your competition to expect something better.

The irony is, this came from a state agency with no competition. But they understand that while loyalty may seem irrelevant, it really isn’t. Being loyal in this context doesn’t mean using their services more – nobody wants to use unemployment insurance any more than they need to. No, in this context, loyalty means being less costly to serve. It means less calls, and less irritation when those calls happen.

That’s what journey mapping is all about – making customer-focused change to improve the process for everybody. And, if the state gets that, then there’s hope for the rest of us, too!

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How Wolters Kluwer Financial Services builds a great B2B customer experience – an interview with interim president Pete Koehn

KOEHN_WebsiteImagine a former accountant leading an organization that helps banks manage regulatory compliance.  You might picture a reliance on financial facts and figures making it unlikely for a customer experience program to take root. If so, then you clearly haven’t spent any time with Wolters Kluwer Financial Services.

Pete Koehn is interim president of Wolters Kluwer Financial Services’ Risk, Originations and Compliance business unit. Prior to this position, he served in both finance and operations. But both led him to appreciate the role of engaged customers and employees, and of their dual role in driving results.

Wolters Kluwer Financial Services has been growing rapidly, with some of that growth through acquisition. Shortly after Pete stepped into his current role, his Senior Director of Professional Services Darin Byrne approached him about how customer experience practices could help alleviate any customer service disruptions, while paving the way for even greater growth.

His initial response?  “My immediate question was, ‘Is this a real discipline?’

Darin, a CXPA member, assured him it was, sharing maturity models and best practices, and Pete quickly bought in. Since that time, “We’ve used customer experience as a mantra – let’s understand the voice of the customer. With customer experience in mind, we’ve made changes that have really helped us with this overarching idea of getting our business to act as one.”

Three of those key changes they’ve made are in the area of structure, governance, and culture. Read more

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Why is Ace Hardware trying to buy my loyalty?

Settergren'sNo neighborhood is complete without the local hardware store. Ours is Settergren’s, an Ace Hardware that’s been in business for over a hundred years.

Like most of it’s compatriots, it’s the anti-Home Depot. You get a good selection at a decent price. But what really matters is the convenience and the really good advice from people with dirt under their fingernails who know what kind of nail to use and can recommend the best caulk for your situation. We stop by there not just to get tools, but to ask for advice on a job or to look for a contractor.

Settergren’s is a neighborhood institution. On a Saturday afternoon it’s crowed with people coming for paint, nails, mulch or a shovel. They’re active in the community and neighbors regularly talk about how much they love Settergren’s.

So it surprised me when they came out with a loyalty program. You earn points by spending money with them which comes back in the form of a card good for $5 in purchases.

Who thought THAT was a good idea? Read more

#CXDay – A Tale of Two Company Celebrations

i-heart-customers-high-resHappy CX Day!  If you haven’t already planned out your CX Day, head on over to www.CXDay.org to learn all that the CXPA has planned for this celebration of those driving customer loyalty through an improved customer experience. Two Minnesota companies that are making a splash today are Wolters Kluwer and ShopHQ.  I asked their customer experience leaders about their plans, and am sharing them with you in hopes that it will give you some good ideas to use for next year. Read more

Are you actively interfering with your mission?

hobylogoI’ve been active in HOBY Minnesota for seven years now.  HOBY is an international program that offers annual leadership seminars to high school sophomores, challenging them to log 100 hours of community service in the following year. We have a clear vision on what we need to measure.  Whereas businesses often use revenue as a primary measurement, we focus on logged community service hours.

But as with revenue, logged hours is a trailing indicator. So how do we get a sense on how we’re doing while at the seminar?

This isn’t just a non-profit question.  My clients struggle with this, as well.  When we build our customer experience program, how do we measure how we’re doing today, so we can predict tomorrow’s results?  And most businesses get it wrong, because they focus on what feels right.

Two quick examples: Read more

Twin Cities Event: David vs. Goliath: Driving adoption of customer experience in your organization and making it stick

Join us at our upcoming CXPA event, where we discuss how to drive adoption of customer experience into your organization, and make it stick.  Remember that you need to register at http://www.cxpa.org/events/event_details.asp?id=412396&group= for the event – I hope we see you there!

Jim

 

David vs. Goliath: 
Driving adoption of customer experience in your organization and making it stick

Speaker: Sean Otto, Ph.D., Snr. Customer Satisfaction Analyst, Trane / Ingersoll Rand

Event Details: Are you looking for the tipping point in moving your organization to be more customer-centric? Come join us for an open conversation with CX professionals on things we’ve learned to better communicate, focus and energize your organization around the customer’s experiences. To start the conversation off, Sean Otto from Trane / Ingersoll Rand will share some examples of how a B2B company has changed 100 years of tradition to bring solid CX improvements to core processes and solid improvements in CX metrics. Blink and you might miss this great opportunity.

Cost: CXPA Members – FREE*
Non-members – $20

*CXPA members are eligible to bring 2 guests for FREE upon registering!

 

Minnesota event – Learn the power of recognition with Achievers and Heart of the Customer

Join Achievers and Heart of the Customer at this local networking event.

Achievers’ inspires Employee Success™. Their software helps global companies dramatically increase employee engagement, retention, and performance to drive overall business success. Join Achievers Founder and Chief Evangelist Razor Suleman and Jim Tincher as they share how great companies use recognition to drive their missions, including creating a great customer experience.

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Customer Experience Drives 37 Consecutive Quarters of Same-Salon Growth – an Interview with Rhoda Olsen, CEO of Great Clips

Aiming for the Heart of their Customers

This is the fourth in our Aiming for the Hearts of their Customers interview series, with seven Minnesota customer experience leaders sharing their strategy for the coming year. You can see all of the interviews here:

Overview

I originally interviewed Rhoda Olsen to learn more about her customer experience efforts in 2011. You can read that interview here. At that point Great Clips had experienced 30 consecutive quarters of same-salon growth. That record has now been extended to 37, and the company has grown to over $1 billion in revenue.

Defining Customer Experience

Rhoda Olsen, CEO of Great Clips

Unlike some franchisors, Great Clips defines their customer as the end consumer, not the franchisee. CEO Rhoda Olsen explains, “We believe that if we don’t stay focused on that customer in the salon, the franchisee will not be successful. We define the customer experience from the time they check into the online app or walk in the door to the time they leave. Everything that happens in the wait time and what happens when they leave is part of the customer experience. The interaction with the stylist is their primary brand driver, but if somebody waited 45 minutes and been treated poorly, the stylist has to dig herself out of a hole.”

Read more

Driving a Customer Experience Culture Change – Interview with Ingrid Lindberg, Chief Customer Experience Officer, Prime Therapeutics

Aiming for the Heart of their Customers

This is the sixth in our Aiming for the Hearts of their Customers interview series, with seven Minnesota customer experience leaders sharing their strategy for the coming year. You can see all of the interviews here:

Overview

Prime Therapeutics (Prime) manages pharmacy benefits for health plans, employers, and government programs including Medicare and Medicaid. Prime is collectively owned by 13 Blue Cross and Blue Shield Plans, subsidiaries or affiliates of those plans, and Ingrid is the chief customer experience officer, a role she took in 2012 after serving as the customer experience officer at CIGNA.

Defining Customer ExperienceIngrid Lindberberg

“Customer experience is the sum of all interactions a company has with its customers. From who you are as a firm, to your mission, value and purpose, all the way through to how you price your products. It’s about what you bring to the market, and how you talk about yourself, whether in the public relations world or how you answer the phone. It’s the sum of everything you do.” Read more