Interested in nominating your own organization for CXPA's 2022 Innovation Award? CXPA is accepting nominations through March 6th. Learn more here.
By Hanene Ktita, Customer Experience Director, Secure Power Division--Schneider Electric, Philip Morris, Head of Customer Experience Development, Secure Power Division--Schneider Electric, and Gabe Smith, CCXP, Content Manager & Associate Director--Customer Experience Professionals Association (CXPA)
In 2018, Schneider Electric™, a leader in the digital transformation of energy management and automation, launched a Transformation Program built around CUSTOMER CENTRICITY, and more specifically simplifying processes and interactions “because easier and efficient is better for our CUSTOMERS and our people."
With the massive acceleration towards digital over the past two years, it’s critical, now more than ever, to ensure that all customer touchpoints are simplified to improve customer satisfaction. Customer Journey Mapping (CJM) has been at the heart of this Transformation Program.
"It is vital for customer-centric organizations, as they grow and generate complexity in their operations, to master the art of customer journey mapping: putting oneself in the shoes of the customer. If it is not a smooth run, then you have got some processes to fix, silos to break, or a whole piece of the journey to reengineer and innovate," said Hanene Ktita, Head of Customer Experience Development & customer centricity advocate for Secure Power Division.
Schneider Electric knows that CX is a team sport. Within the Secure Power Division at Schneider Electric, a multidisciplinary team began an ambitious, multi-year undertaking to better understand its customers’ needs, focusing initially on two IT channel personas in Europe and ultimately the full customer journey of the ecosystem of Partners and End Users globally. Over 80 cross-functional team members joined the effort of mapping their customer's journey and from 130 hours of interviews, they were able to ascertain their needs. The interviews generated over 900 unique insights identifying what was working well, things that needed a bit of improvement, and major problems.
In total, 96 customers were interviewed globally across 15 countries, 70% face to face and 30% conducted digitally due to the COVID-19 pandemic.
The feedback was shared with key stakeholders and process owners to understand the insights and to agree on the prioritized improvement topics.
“A success factor and a big moment of the project is the workshop where key stakeholders and process owners are gathered around a table to listen to the customer pain points and delight, that creates that sense of urgency you need as a CX manager and break the silos,” said Philip Morris, CX Manager & the CJM champion for Secure Power Division.
Then began the hard work of prioritizing the key tasks, forming the work teams, and getting things done. To ensure positive impacts were felt by their customers, a strong governance model was implemented and run with regular updates to the customers.
As the successful deployment of improvement actions has reduced customer journey frictions and smoothens their experience, loyalty has increased. Schneider Electric NPS (Net Promoter Score) went up 5pts. globally with customers in the CJM projects’ scope, with a historical competitive lead increase of 13pts and sustained growth.
Here are some highlights from a recent interview with Philip Morris at Schneider Electric, on the CX transformation program that earned Schneider Electric CXPA's 2021 Innovation Award on the initial journey mapping project in Europe.
Schneider's Approach to Customer Understanding
Philip outlines three ways that Schneider listens to its customers, efforts that all culminate in a massive customer journey mapping effort with customers from around the world.
Gaining Internal Commitments
Here, Philip describes how Schneider approached this internal challenge of ensuring they delivered on the feedback gifted to them during the interviews.
Measuring Results
A sound measurement plan is at the heart of any CX improvement effort. Here, Morris discusses how Schneider used qualitative and quantitative measures to determine the success of the effort.
Points of Pride
Reflecting on the events of the past year, Morris feels proud. Here, he reflects on that pride:
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Edel Sexton, previously VP of Customer Experience (Europe) and now Global Head of Expert Customer Support says “At the end of the day, this project was all about teamwork, and goodness, what a fantastic example of teamwork it was! My overriding feeling related to this project is gratitude. Gratitude to all the teams across all the countries involved that made it possible to firstly implement the interviews and then the teams who took the feedback, identified the improvement actions and then turned these into real tangible results for our customers."
Selena Nimerick, VP of Customer Satisfaction & Quality for Secure Power & Cloud & Service Providers Segment: “At Schneider Electric, we have five core values, the first of which is Customer First. This program embodies that value. The whole team went above and beyond to delight our customers. I am proud of the team and proud to be part of Schneider Electric."
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Interested in nominating your own organization for CXPA's 2022 Innovation Award? CXPA is accepting nominations through March 6th. Learn more here.
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