Three Customer Experience Gurus Share their Secret Weapon
June 29, 2015
What do Autodesk, AmericInn, and DIRECTV have in common? They are all Customer Experience (CX) experts, making exceptional strides in putting the customer first. Last week at C3, our annual customer experience event, we honored these 3 companies, along with 8 others, as Customer Experience Champion Award (CXC) winners.
All of the award winners demonstrated innovation, leadership, and measurable results with their CX programs. One best practice stood out across multiple award winners. Want to know their secret weapon to CX greatness? Getting customer insights to the people who can act on them.
Customer insight is meant to be shared. The data can only make a difference if it is delivered across the organization, to the people who can enact change. The worst thing you could do for your Customer Experience Management program is to collect customer insight only to let it wither away in reports or filing cabinets. Need more convincing? Three of our CXC award winners share the ROI they were able to achieve through empowering employees to act on customer feedback.
Autodesk: Decreased support cases by 9%
Autodesk, a multinational software company, is on a mission to create a culture of customer empathy, and it’s paying off. A winner of the CXC Luminary award, they made a corporate shift to elevate experience to a top-tier business strategy. Autodesk achieved this by overhauling and improving their web-based support and learning resources. They also embedded feedback channels directly into products, uncovering customers’ needs and responding to them faster! Autodesk started seeing a decrease in support cases by 9% compared to last year. More importantly, they saw customer satisfaction levels increase while the volume of support cases decreased.
AmericInn: Increased customer satisfaction from 90.8 to 92.4 in one year
At AmericInn, a limited service hotel chain in the US, data-driven decision making is at the heart of the company. As a winner of The Oppie, or Operational Excellence award, makes sure that every department embraces the voice of the customer, including the executive team, who reviews metrics and customer insight reports regularly. Customer service and problem resolution scores have improved, with customer satisfaction increasing from an average of 90.8 in 2012 to 92.4 in 2015.
DIRECTV: 50% reduction in escalations and $34 million in net savings
Using customer feedback, DIRECTV, a leading provider of digital television entertainment services, overhauled their entire Field Services organization to focus on customer experience. A winner of the CXC Revvie Award, DIRECTV showed a proven return on investment and bottom line revenue impact. By having real-time customer feedback sent directly to the service team, they have seen vast improvements in customer satisfaction scores. The NPS for their on-site technicians has increased by over 20%. At the same time, customer escalations dropped by 50% and the company realized a net savings of $34 million per year.
There are many ways to share customer insight across your company. Whether your company prefers open forums, customer days, or even “lunch and learns,” find what works best and stick with it! For 3 of our 11 CXC Award Winners, investing in a culture of sharing and acting on insights did not only impact their bottom line, but enabled them to deliver an exceptional customer experience.
Serina Aswani is Manager of Content Marketing and EMEA Marketing at Clarabridge. As part of her responsibilities, Serina serves as the voice of Clarabridge’s customers, highlighting customer stories and sharing proven best practices for implementing successful Customer Experience Management programs. Serina also oversees content marketing strategy and PR for the Europe, Middle East, and Africa (EMEA) region. She is responsible for establishing Clarabridge’s position as an industry thought leader across EMEA. Serina holds a M.S. in Commerce, specializing in Marketing and Management, as well as a B.A in French and Studio Arts, from the University of Virginia. Read more from Serina on Twitter at @SerinaAswani