2017 CXPA Insight Exchange Show and Tell Resources METRICS, MEASUREMENT AND ROI
CXPA welcomed 84 unique presenters and filled 105 tables during the two-day event and three Show and Tell sessions. Presenters spoke to small groups around a table for a period of 18 minutes sharing best practices, tools, tips and lessons learned. Some of those presentations and resources are now available to CXPA members. You can find the slide decks linked below. We look forward to bring you more detailed opportunities through webinars and calls to better explore some of these topics.
*Some table topics do not have associated slides decks, and or we are working with the presenter to add those at a later date.
Using Predictive Analytics to Anticipate Customer Behaviors
Noah Grayson, Walker
We can’t afford to simply react to customer demands. Instead we need to use customer experience data to become more predictive and prescriptive in our CX work. Join us as we share examples to demonstrate the power of predictive analytics.
That's Not What I Meant! Common Survey Design Mistakes (& How Not to Make Them)
Tema Frank, Frank Reactions
Ever heard the line, "Lies, Damn Lies, & Statistics"? Those are the results you get from badlywritten survey questions, even if you weren't trying to skew the results. All too often our own biases or inexperience leads to us to ask the wrong questions or phrase them in a way that leads to the wrong conclusions. This session will discuss some of the most common errors people make in survey design, and provide alternatives to get unbiased, useful information from those you survey.
NPS and Customer Feedback Optimization
Jeffrey Johnson, Splunk
Splunk has moved from an annual NPS survey to running a number of concise, relevant, quarterly surveys to customers which focus on specific products that customers have bought and interactions they have had. Not only has this led to an increased response rate from 0.5% to over 7%, but it has led to some eye-opening feedback that is now driving the company forward.
*CX Business Value matters as much as ROI
Lorraine Schumacher, Clarabridge
CXPA Board Member Lorraine Schumacher travels the globe for Clarabridge meeting with companies and listening to their challenges, best practices, and culture-change stories. We've asked her to provide an overview of today’s marketplace with respect to the trends and challenges she is hearing across industries. Her insights gathered from numerous CX professionals provide a stronger understanding of the strength of the discipline, the challenges we face, and predict future expectations.
*Automating & Measuring Customer Journeys
Jenny Taylor, Higher Logic
Learn how to increase engagement and satisfaction without increasing staff. Explore innovative ways of improving and tracking your customer engagement and retention through journey mapping and automation. Understand how your CRM, email marketing, and community platform can and should be leveraged to provide a more meaningful customer experience. Hear how organizations have leveraged automation and the results they have achieved.
*Customer Experience Metrics, Measurements & ROI
Bob Azman, Carlson Wagonlit Travel
ROI maximization includes partnering with your stakeholders across the enterprise to create an ecosystem of success, and knowing the right questions to ask of your team or partners. This session will explore key frameworks for measuring CX effectiveness and return on investment (ROI).
Using Customer Effort Score to Measure CX at a Contact Center
MaryEllen DeMarco, Avtex Solutions LLC
The Customer Effort Score (CES) is a CX metric often used in contact center transactional surveys as a key indicator. Corporate Executive Board (CEB) research has shown the linkage of effort/ease with key customer outcomes such as loyalty. In this presentation we’ll discuss why CES is meaningful, how to ask the CES question, and effective practices for invitations, data collection, and reporting.
The Power of Journey Analytics to Transform Your Customer Experience
Dan Arthur, Andrew Reise
Do you want to take your journey mapping to the next level? Learn about an approach and success story of combining ethnographic customer research and speech/web analytics to gain deeper insights into Moments of Truth, including root cause and ROI analysis.
One Version of the Truth
Sandra Fornasier, Ciena Corporation
“One Version of the Truth” is a visual approach that was created to understand the gap between Ciena’s internal measures of success and our customers’ perspectives in order to accelerate Ciena’s ability to create value for customers year-round. The company took a step back to see if how it evaluates success internally reflects what our customers perceive as success.
ROI – Turning Anecdotes into Dollars
Lesley Boucher, ORI Results
Forrester studies indicate 71% of U.S. companies say improving CX is a top strategic priority, and examples abound on how strengthening customer engagement accelerates results and is key to future growth. Yet, proving the return on investment for CX expenditures continues to be a challenge for many. Join this discussion around a few “back of the envelope” techniques for capturing the outcomes from your CX program, and translating those into financial metrics everyone can understand.
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