The Spring 2020 CXM Best Practices Symposium will feature the CX of M Industry's Best Practices Awards Winners who have been recognized for their best practices, innovative techniques, and exceptional results in the field of customer experience management. This is an opportunity to learn, share and grow from leading CX professionals who will discuss topics covering understanding the customer, experience design, employee engagement, and customer feedback & continuous improvement.
OUR MISSION
To create a dynamic and collaborative community of CX professionals intent on advancing the practice and application of CX by serving as a forum for ongoing learning through the sharing of best practices, thought leadership, professional development, and innovation.
OUR MISSION
To create a dynamic and collaborative community of CX professionals intent on advancing the practice and application of CX by serving as a forum for ongoing learning through the sharing of best practices, thought leadership, professional development, and innovation.
Customer Feedback & Continuous Improvement
Employee Engagement
Understanding the Customer
Experience Design
Award for Individual Achievement in Customer Experience Management
Dane Sprecher
Director of Marketing & Customer Experience
Serena Riley
Director of Customer Experience
October 29, 2020: Fall 2020 CXM Best Practices Symposium
CX of M is hosting an online symposium to provide participants with practical customer experience takeaways and and how to's.
The Fall 2020 CXM Best Practices Symposium features Lou Carbone - CEO of Experience Engineering and Laura Lawson - Chief People Officer of United Shore as keynote speakers and it will also include Michigan's Association of Customer Experience Management Industry Best Practices Awards Winners of 2020.
Please register at: https://www.eventbrite.com/e/fall-2020-cxm-best-practices-symposium-tickets-121274925567
Check out the 2020 CXM Industry Best Practices Award Winners: https://www.cxofm.org/Award-Winners/
October 29, 2020: Fall 2020 CXM Best Practices Symposium
CX of M is hosting an online symposium to provide participants with practical customer experience takeaways and and how to's.
The Fall 2020 CXM Best Practices Symposium features Lou Carbone - CEO of Experience Engineering and Laura Lawson - Chief People Officer of United Shore as keynote speakers and it will also include Michigan's Association of Customer Experience Management Industry Best Practices Awards Winners of 2020.
Please register at: https://www.eventbrite.com/e/fall-2020-cxm-best-practices-symposium-tickets-121274925567
Check out the 2020 CXM Industry Best Practices Award Winners: https://www.cxofm.org/Award-Winners/
Project Descriptions of Award Winners
First Award: Customer Feedback & Continuous Improvement
Initiative: Implementation of Interactive Tellers in offices and drive thrus.
CX Benefits Achieved:
- Interactive teller improves member wait time, staff down time and the % of transactions occurring through the Interactive Teller.
- Customers have greater convenience and flexibility.
- Promotional opportunities for employees.
Second Award: Employee Engagement
Initiative: The company’s intranet site, which is called Connect (a Jostle platform).
CX Benefits Achieved:
- Annual employee survey showed higher results in job satisfaction, organizational satisfaction and overall employee engagement after the promotion and utilization of the intranet.
- Employees were better able to find up-to-date documents and procedural guides, which lessened the amount of calls to the Training Support Phone Queue.
- Able to gauge employee engagement with comments, discussion board participation, activity feed posts and document tracking to see which materials are consistently being utilized.
Third Award: Experience Design
Initiative: New public website: www.ConsumersCU.org
CX Benefits Achieved:
- Drastic increase in engagement and traffic.
- Members and visitors can easily find and digest information and navigate through the website.
- Employees can easily share content and promotions. Core charities and business partners are getting lots of extra attention, which incidentally drives more business.
First Award: Customer Feedback & Continuous Improvement
Initiative: Building NPS & Voice of Customer programs from scratch and developing them into a fully integrated, closed-loop process.
CX Benefits Achieved:
- More engaged with customers regarding their feedback
- Include highlights of improvements made based on customer feedback in other customer contacts to inform them that the company is listening to their comments.
Second Award: Understanding the Customer
Initiative: Linkage between Likelihood to Recommend & Retention
CX Benefits Achieved:
- Customers who may not be as vocal about dissatisfaction with LLamasoft can be identified and their issues addressed more proactively.
Award: Customer Feedback & Continuous Improvement
Initiative: The Voice of the Customer initiative at Michigan Virtual, which consists of customer surveys, focus groups, advisory groups, and strategies for acting on customer feedback to make incremental improvements to the experience while also designing more fundamental changes to customer experience.
CX Benefits Achieved:
- CSAT, or overall customer satisfaction, has been a company wide metric, growing from a base goal of 80% overall customer satisfaction to a current year target of 90% or more.
- Sales and enrollments are a key indicator that the program is producing value.
- The employees have more engagement at work, as evidenced by results from annual Gallup Q12 employee engagement surveys.
Award: Employee Engagement
Initiative: Hagerty Member Promise Workshop launch for all team members to participate in. It is a three-hour session that is 70% hands on work. It’s meant to identify the moments that matter, the critical experience metrics and think outside of norms for ways to build meaningful experiences.
CX Benefits Achieved:
- The firm has KPI that measures if they are delivering the member promise. It is sent via email and asks the member how their recent experience was with their representative on the phone, chat and email.
- This workshop left employees feeling empowered to challenge the status quo.
- Measuring the workshop based on employees’ comments and feedback of how they plan on implementing the practices and what they are hearing from members.
Award Winner: Dane Sprecher, Director of Marketing & Customer Experience
Award: Individual Achievement in Customer Experience Management
Initiative: Dane formulated a detailed plan for the creation of the CX department, defined key roles and responsibilities, and ultimately gained buy-in and approval for the function at AF Group.
CX Benefits Achieved:
- Establishing the customer feedback loop – analysis of customer sentiment, classification of customer key touchpoints, journey mapping, personas and dissemination of findings to all employees.
- Turning feedback into actionable insights – identifying opportunities that not only improve customer satisfaction but may also lead to operational efficiencies or improvements for the company.
Award: Experience Design
Initiative: The design and launch of the new Belle Tire website and mobile site experience in October of 2019.
CX Benefits Achieved:
- Traffic KPI goal was a 25% increase YoY in organic search (organic search is the major qualified traffic driver to the site).
- By the end of 2019, the new site was delivering a 66% increase in organic search traffic compared to year prior. - Engagement KPI goal was a 25% increase YoY in the tire detail view rate
- By the end of the year, the KPI for an even deeper level of conversion (tire quote views) had increased by 92% YoY.
Award: Understanding the Customer
Initiative: In 2019, in partnership with Gongos, Inc., the Amway Corp. Enterprise Market Research and Digital teams began an important series of initiatives to sharpen organizational focus on their customers’ needs and expectations. An immediate priority within this mandate was to map the customer journey within the Amway e-commerce channel.
CX Benefits Achieved:
- Amway is in the initial stages of developing and deploying an enterprisewide VOC program to quantify, measure, and respond to the customer experience being delivered through the e-commerce channel.
- The early phases of this program involve establishing the inner and outer loops of a global NPS system.
- Monitoring of additional channels and touchpoints along the customer journey, such as within Amway’s native apps and physical presence locations, will be brought into the system as progress is made within the primary e-commerce channel.
Award Winner: Serena Riley, Director of Customer Experience
Award: Individual Achievement in Customer Experience Management
Initiative: In 2019, Serena spearheaded a variety of projects both inside LLamasoft and on her own.
CX Benefits Achieved:
Some of the LLamasoft programs include:
- Voice of Customer program, aggregating all customer feedback across the organization and creating a process to prioritize and action the items, as well as track their progress to close the feedback loop with customers.
- Community Portal, an online community of LLamasoft users which features centralization of help resources, forums for collaboration and peer learning, user stats, and the consolidation of 5 previously unique logins and 13 websites down to one online destination.
Award: Employee Engagement
Initiative: At MSU Federal Credit Union a few of the initiatives implemented to increase employee engagement include President’s Council, Employee Resources Groups, and action planning with the Gallup Q12 survey.
CX Benefits Achieved:
- Employee turnover went down to 10.25% from 13.95%, which was a significant improvement.
- Employee retention is at 94% up from 91%.
- Percentage of employees receiving merits was 33.60% and promotions was 15.65% and all employees received a year end performance increase.
- Attracting diverse applicants to apply increased to 6,100 up from 5,911.
Award: Experience Design
Initiative: Priority Health launched a concierge pilot program in 2019 to test the telephonic delivery of Next Best Actions (NBAs) which are personalized recommendations based on data triggers to help members receive affordable and appropriate in-network care. The on-going pilot offers comprehensive service to members that goes above and beyond the standard customer service model during inbound and outbound phone calls.
CX Benefits Achieved:
- Each concierge campaign has a unique set of NBAs and KPIs. Through a scrappy and manual way of tracking, the team is able to prepare a retroactive report to point to results.
- The concierge pilot program has positively impacted the membership. They track pitfalls, areas of opportunity, and "memorable moments," which are stories and direct quotes from members compiled by each rep whose assigned to that campaign.
- From an employee experience perspective, this has allowed several team members to step up into informal leadership positions to shape the program.
