ADP Named Customer Champion by Making it Personal
November 25, 2014
Stories are important.
Oscar winning filmmaker Andrew Stanton, responsible for Pixar movies including WALL-E and Finding Nemo, talked about the power of stories in a recent TEDTalk entitled “TED TALK: Framing the Story”: “We all love stories. We’re born for them. Stories affirm who we are… It can cross the barriers of time, past present and future, and allow us to experience the similarities between ourselves and others.”
Stanton probably didn’t realize that he was describing why stories are a key component in building an effective CX program. Personal, relatable stories often hit home more than charts and graphs, even in the business world.
Recently, ADP’s vice president of client experience Tom Mueller was named a 2014 Customer Champion by 1to1Media. He, too, understands the role of stories: “Some people assume that we’re just data collectors and we slice and dice the data and then move on,” he says in his Customer Champion profile. “We had to get away from simply presenting numbers and stats and do more storytelling.”
Mueller explains that presenting customer data as part of a narrative, with actual quotes from customer feedback illustrating key points, helps his colleagues better understand customer needs. This type of storytelling also helps other areas of the business understand the essence of customer experience. For example, legal and IT may not directly benefit from a CX program, but their buy-in is important.
“Storytelling is critical,” Mueller is quoted as saying. “While the data and the insights we’re providing are important, we also have to come up with an effective way of conveying that data in a way that reflects the customer experience and leads to actions.”
It works to engage stakeholders because it follows what filmmaker Stanton calls the “greatest story commandment: Make me care. Emotionally, intellectually, aesthetically, just make me care.”
Stories are important. Communicate the results of your customer experience investigations in a way that makes your stakeholders want to help, and you’ve got the basis for a strong program. And in the meantime? Just keep swimming.
Lisa Sigler is Sr. Manager of Content Marketing at Clarabridge. For over 16 years, Lisa has used her writing and editorial skills to bring the value and benefits of technology to life. In her current role, she works to demonstrate Clarabridge’s position as thought leader and trailblazer in the Customer Experience Management market. Lisa holds a B.A. of English from Kent State University. Read more from Lisa on Twitter @siglerLis.