C3 2014 Wrap Up – Climbing Mt. Everest
May 2, 2014
By: Keri Cook, Director of Global Events
Offense vs. defense is critical – not just for the football field or basketball court, but also when it comes to the CEM industry. This theme ran through the veins of C3 this year, focused on the importance for organizations to remain on the offense with customer experience vs. dealing reactively with issues as they come through the door.
In Wednesday’s keynote by Forrester’s Megan Burns, she focused on the importance of being proactive vs. reactive – challenging the audience to think about radical changes that not only impact customer experience scores, but ultimately – the bottom line. With an alarming 47% of companies not measuring the quality of customer experience, it’s critical that this number rises and companies get on the offense – and get ahead of the game when it comes to making an impact on customer experience.
Megan stressed that building a customer experience program requires a strategy, preparation and commitment, just like climbing Mt. Everest. You can’t wake up one day and decide that you want to take on this tremendous feat and succeed. To get to the top of the mountain, you need to strategically plan and follow through. The same concepts are applicable to a customer experience (CX) program. Megan outlined the four stages of CX maturity for companies seeking a competitive advantage with the CX program: Repair, Elevate, Optimize and Differentiate.
Megan shared real-life examples from brands that have realized the value of CEM, including Delta Airlines. While many customer experience hindrances for Delta comes from areas out of their control including flight cancellations, Delta turned these problems into solutions – figuring out how if a “customer experience nightmare” occurs, a customer can still have a positive experience with the road to fixing it. From figuring out how to reroute otherwise cancelled flights, to a simple mobile app update that makes securing another flight as easy as a tap of the finger – from 2008 to 2014, Delta was able to move their Customer Experience Index (CXI) score from 59 to 79. For a traditional airline carrier that is being forced to compete with younger brands known for their superb customer experience such as South West and Virgin America, Delta has put themselves into position to reach number one in the Airline Industry. This speaks volumes to the power of a solid CEM strategy.
As we close out on day three, we look back at the wonderful speakers, great insights learned, key strategies and best practices discussed. We look forward to seeing you at C3 2015!
To hear more from Megan, please listen to a replay of her recent webinar “Why Customer Experience? Why Now?