Event Wrap Up
Take Your Learnings Home!
Day 1 I Day 2
Thank You for Joining the InMoment Team at the XI Forum Europe 2022!
To make sure your experience programme has an impact, you have to consider multiple facets of your organisation’s performance; from financial return and executive engagement to customer loyalty. That’s why we knew it was vital to give you the tools and insights to deliver high-impact from your programme.
Furthermore, we know there’s no better way to learn than from those who have tried and tested methods within their own programmes, so after hearing from some industry leaders, we hope you came away feeling as excited about the future of customer experience as we did.
As a refresher, check out our summary of the jam-packed forum below, with key takeaways from the speakers.
Day 1 -
27 September 2022
Here's a summary of all the amazing workshops that took place.
A Master Class in building, deploying,
and driving value from your ‘Single View of Customer’
Stanford Swinton, CEO and Founder, NPSx by Bain & Company
Many companies are trying to build a ‘single view of customer’ but not many agree on what that means, and creating a customer database is only half the battle. In this workshop, Stan explored the critical components of a successful SVoC programme from defining the SVoC taxonomy to powering use cases and predictive analytics.
The workshop covered:
- Customer taxonomy and the prerequisites to SVoC
- Structuring customer data in the cloud
- Powering customer use cases in real time and applied predictive analytics
Follow this link for the key takeaways
How Can Market Research Stay Relevant in Today's Fast Paced, Technology-led World of CX?
Jeremy Griffiths, VP Consulting & Insights & Corinna Holm, Senior Research Executive, InMoment
The goal of any CX programme is to drive change and improve business performance. For most organisations improvements are needed across the business; from launching new products, to optimising customer journeys or touchpoints. As CX practitioners, we have the power to use technology to build our own surveys, run our own analysis and integrate with other data sources to make decisions. We can do all of this at pace and therefore, is now the time to ask if Market Research is still relevant?”
During this interactive workshop, Jeremy and Corrina reemphasised that the answer is YES! They discussed and shared their knowledge on how CX and research is organised in businesses, the key research skills every CX practitioner should know and also best practices for CX practitioners to help them to deliver more impactful research.
Workshop attendees explored why a close partnership between CX and Market Research will drive better business outcomes.
This Workshop covered:
- How your CX team and your Market Research team should work together
- The key research skills every CX practitioner should know
- How you, as a CX practitioner, can help to create more actionable, impactful research
They concluded with three research fundamentals:
- 1.Define the problem
Research is only valuable when it is used, hence you must define specific testable hypotheses that are aligned to your business strategy
- 2.Ensure Representation
Greater focus on the proper targeting of who we get feedback from e.g. random Vs stratified sampling, quota setting and data weighting
- 3.Keep Agile
Much of market research is exploratory and therefore let the data guide and evolve the development and design of the programme
And reminded everyone that research is relevant today as it has always been:
- ‘Emulate Einstein’
Research will always deliver value when the problem has been properly specified
- ‘A New Kind of Hero’
Make use of the proven research methods but always keep focus and define your target
- ‘Remember Rudyard’
Listen to your six honest serving men: What, Why, When, How Where & Who?
How Can Market Research Stay Relevant in Today's Fast Paced, Technology-led World of CX
Actions Speak Louder Than Words:
Get There First
Derek Eccleston, XI Consultant, Emma Hodgetts, Senior Customer Success Director & Verity Hunt, Customer Success Director, InMoment
In this workshop, Emma and Verity tasked their delegates to think about how they would build a world class closed loop solution that delivers real value for the organisation.
This workshop covered:
- The importance of case management
- How inner and outer-loop combine to form one system
- The importance of smart, targeted follow up actions in the right areas
- How to scale and automate your closed loop process
- Why organisations should implement an effective comms campaigns to secure organisational alignment
- 1.Lay the correct foundations - CX does not belong to one team, it is an organisational initative that needs an aligned vision and carefully planned execution.
- 2.Assess the barriers to Case Management carefully to understand how to remove obstacles and overcome hurdles. This will allow you to identify quick wins and gain momentum.
- 3.Ensure the process of Case Management fits your business culture and aligns to your customer promise. Don't try to tackle cases you can't fix, ensure your process drives the right behaviour internally and keep reviewing success to learn and refine.
Creating Accessible Experiences
Christine Hemphill, Founder and Managing Director, Open Inclusion
The World Bank Group estimates that over 1.3 billion people across the world live with some form of disability. According to the Global Economics of Disability Report, this group, along with their family and friends, has a spending power of $8 trillion. Yet, only 4 percent of businesses are focused on making offerings inclusive of disability.
Christine along with her colleagues ran this highly thought-provoking workshop where she shared that only 4 percent of businesses are focused on making offerings inclusive of disability and that the remainder regularly, unintentionally misalign their offerings to customers’ needs.
This workshop covered:
- 1.Practical approaches to build momentum and value through inclusive design.
- 2.Approaches to adopt and adapt to suit your brand ambitions that are grounded in your current inclusive brand experiences.
- 3.How to combine top down and bottom up perspectives - using progressive enhancement (progress over perfection) to prioritise and address current experience gaps, while in parallel assessing more extreme user’s unmet needs to identify innovation opportunities for brand differentiation that may be needed by some and appreciated by many.
- We all differ in how we sense, think, feel and move.
- Disability is the point at which our CX design fails to meet these differences for our customers.
- People who live with permanent disability are more likely to be more polarised to the higher and lower ends of CX, those that generate or lose the greatest value (advocates or detractors, rather than neutral). Just meeting people's needs consistently in line with brand expectations is more likely to generate loyalty as many brands fail to do so. Equally failing people can have higher costs and implications for those with additional needs. This makes Inclusive CX (ICX) very high value for effort.
- Designing for these differences makes your customer experience more consistent for everyone including those with temporary and situational needs.
- Engaging with a small pan-disability group of people as a part of your design and ongoing CX assessment process is a very efficient way of generating rich insights that your current data may be missing to augment and enrich it. It is the addressable “why” behind a lot of experience difference. It is also a great catalyst for customer-aligned innovation.
- Inclusive CX is not as hard as many think. There are well defined processes and approaches as well as organisations like Open Inclusion that can help you navigate this smoothly and efficiently.
Driving a Culture of Data Driven
Joe Vassie, Head of Insights & Analytics, ASOS Customer Care
Ben Daubney, Director of Strategic Insights, InMoment
In this workshop, Ben and Joe discussed the power that organisations find when they realise the value of their data, throughout the organisation. Whether you’re a CX Analyst, Operations Manager, or human resource specialist, everyone is empowered to make better decisions with data, every day.
Many insightful discussions were held during this workshop in order to understand the process of using data to make informed and verified decisions, to drive tangible business impact, and to overcome bias.
This workshop covered:
- An overview of how ASOS has driven increase customer loyalty and employee decisions via data analytics
- Practical examples and best practice how to turn business objectives into questions that data can answer
- Discussions around the obstacles to data driven decision making
- 1.Make It Actionable!
Don’t just report an NPS score across the company. Help people understand how they can improve the customer experience within their function.
- 2.Consider All Available Data
Closed questions, customer comments, operational data, sales data, market research, metadata, social listening, etc.
- 3.Celebrate Successes!
Get people onside by talking about how they are succeeding as well as room for improvement. Make sure that named individuals in comments see those comments!
Driving a culture of data driven decision making
Indirect Feedback and XI:
The Next Step In Your CX Maturity Journey
Eduardo von Borstel, Sr. Director of Strategic Alliances, Mark Lockyer, UK Sales Director & Frank Sherlock, General Manager of EMEA, CallMiner
Many companies who focus on gaining customer insights are struggling to overcome low response rates due to survey fatigue. At the same, they face a constant challenge trying to translate survey responses into meaningful analysis and actionable insights.
During this workshop, Jeff and Frank from CallMiner explored the next step towards CX Maturity to drive experience improvement throughout your organisation.
The knowledgeable workshop hosts shared many learnings on how organisations can elevate insights by analysing unstructured interactions companies have with customers every day. During the workshop attendees discussed how to identify opportunities to mine indirect feedback to democratise insights and drive business change.
This workshop covered:
- Market and technology forces that make indirect feedback the logical next step in your CX maturity journey.
- How to harness and gather indirect feedback from customer conversations for more meaningful analysis and experience improvement.
- The importance of learning from the experiences of companies that have overcome survey fatigue to dig deeper into the experiences of their customers, employees, and shareholders.
- How to transform indirect feedback into Customer Experience (CX), Employee Experience (EX), Market Experience (MX) and Product Experience (PX) analysis and insights.
- How leading global brands are generating ROI through Business Process Improvement.
Key Takeaways: Awaiting further information from the speakers
Driving Growth with Customer
Mike Renzon, Chief Executive Officer & Co-Founder, inQuba
CEOs care about sustainable growth, value creation, new customers, retention, and market share while CX teams care about NPS, loyalty, CSAT, CES, and customer sentiment. Given this misalignment, CX programmes can be deprioritised in favour of bringing in new customers, selling new products, and entering new markets.
This workshop demonstrated how real-time customer journey management can be systematically applied to driving growth strategies, making the CX team the growth heroes!
This workshop covered:
- How to identify a journey growth opportunity using customer journey management as a collaborative framework to work with C-suites, marketers, channel and process teams
- The design and set-up of real-time, dynamic, data-driven digital (and off-line) customer value modelling – understanding what customers value, and why they drop off journeys
- Customer Journey Analytics and Customer Journey Orchestration
- Don’t invest too much time on Journey Mapping. Data shows customers rarely follow these mapped journey. Rather invest your time in plotting key journey points and using technology to organise the data to reveal you real customer journeys.
- Focus on growth objectives : self-organizing journeys reveal real customer segments, drop-offs, and behaviour – there is no silver bullet to growth, rather the cumulative exponential impact of segment specific micro-nudges and interventions that ensures customers reach their journey goals and companies their growth objectives.
- The 5 step Journey methodology delivers consistent outcomes.
- Introduce Journey Management into your company where data is easily available, namely your online and App journeys.
- Journey Accelerator Workshop (a 2 hour JAW session) is the easiest way to frame a journey project, quantify the ROI, and establish data requirements. Speak to your InMoment representative for more information!
Back To The Future: Learning From
The Past To Change The Future
Claire Sporton, Global Director Customer Experience, Ardoq, Morgan Evans, Managing Director, GemSeek, Simon Hedaux, Co-Founder, ReThink Productivity & Simon Fraser, VP Customer Experience, InMoment
In this workshop delegates discussed how experiences have developed over the last decade, including the trends, forces and concepts that have shaped our direction of travel, whilst looking ahead to consider what’s coming next. In a lively panel discussion and collaborative breakouts, the big macro forces that inform experience improvement and design were considered.
This workshop covered:
- Consideration of the big macro forces that inform experience improvement and design.
- Learnings from external forces, and the key principles in Design, Listen, Understand, Transform, and Realise, and sharing learnings on the key stories from the last 10 years.
- Interaction with experts, including CX peers, on where experiences are heading, and how best to stay ahead.
The key 3 topics for CX Practitioners today are:
- 1.The cost of living crisis' impact on customers who are the most vulnerable to the rising prices and rates. Using their CX programmes to understand and adapt to shifting requirements will be paramount, but in an environment when all costs will be under review, ensuring that you can prove value (ROI) will be key.
- 2.The employee experience. In an environment where there are more jobs than people, and where remotely we can work for anyone and anywhere, how do you retain, acquire and motivate your colleagues and teams? How do you build a clear culture, including the ability to learn and collaborate, in the central teams where so many remain reluctant to lose the work / life gains made over the past 2.5 years?
- 3.The need for Agility in adapting to the changing economic environment (without losing the learnings that many took from getting through the pandemic). How to ensure that the ability to move fast, as many businesses showed in the past couple of years that they are capable of, is sustained?
After a day of highly engaging workshops, the fun didn’t stop there! Here are some pictures of our evening reception at Kibele, filled with drinks, delicious food and entertainment from the amazing Crayola!
Please do not hesitate to contact us at firstname.lastname@example.org if you have any further questions, would like us to connect you to any of the speakers or someone from the InMoment team.