Debriefing the CXPA Members Insight Exchange
June 21, 2012 1 Comment
Don’t miss the 2013 Members Insight Exchange
in San Diego on May 14th and 15th
I just finished two fantastic days in San Diego at the gorgeous Hotel Del Coronado for the CXPA Members Insight Exchange. As with last year’s event, there was a ton of energy throughout the two days. And there should be. We’ve just crossed 1,500 members and there are great things going on across the Customer Experience Professionals Association (CXPA).
Here’s one of the slides that we used to kick off the event that provides a good sense of what the CXPA is all about:
Since Jeanne Bliss and I were leading the event, I did not get to see all of the sessions. But here are some of my observations from what I was able to take in:
- It’s easy to grow apart from your customers. Simon Lowe, Director, Field Operations discussed a phase of growth where 1-800-GET-JUNK ran into problems. His assessment: “The bigger and faster we grew, the further away we became from our customers. Our customers became ‘jobs.’” Ray Davis, CEO of UmPQUA bank, had this to say about the topic: ” Bureaucracy and processes take over when you grow for growth’s sake, and that’s the kiss of death.”
- Even junk can drive loyalty. Lowe talked about how 1-800-GOT-JUNK ran into some problems after a fast growth spurt. The company realized that “Loyalty comes from listening and acting on the feedback given.” They also found that “Satisfied customers will not grow our business. Loyal, enthusiastic raving ‘promoters’ grow businesses.” They looked at how many customers repeated business with them in from 2010 to 2011: 4% of detractors, 8% of passives, and 18% of promoters.
- Life is empty without purpose. Neff Hudson, USAA’s AVP of Emerging Channels, discussed one of USAA’s three pillars: “Make it about a bigger vision.” The company’s mission it at the heart of all it does: “…facilitate the financial security of its members, associates, and their families through provision of a full range of highly competitive financial products and services…” Ingrid Lindberg from Prime Therapeutics shared this thought: “Everyone wants to be part of something bigger, but you have to help them figure out how they fit.”
- Engage thy employees. Davis says that UMPQUA’s front line employees “make every and any decisions on customer service.” He also said “if you empower people and have their backs, they won’t abuse it. If a few do, then you just need to get rid of them.” Anna Elwood, Director of Operations at medical visit scheduling company ZocDoc, talked about how her company’s performance reviews are focused on “living the values.” Lowe says this about 1-800-GOT-JUNK: “To differentiate our customer experience, first we improved our relationship with our employees.” Andrew Smith, VP of Customer Experience and Strategy at Signature HealthCARE talked about how his company is embedding its service values in hiring, on-boarding, training, daily stand-up meetings, and almost all elements of its human resource efforts.
- Mobile, mobile, did I mention mobile? Many speakers mentioned the current or upcoming impact that mobile will have on their business. Hudson provided some compelling numbers for USAA: Between 2011 and 2016, USAA expects the volume of mobile interactions to grow from 192 million to over 1 billion, and represent over half of all USAA interactions. As a matter of fact, the company expects digital interactions to be around 20x its traditional call center volume in that timeframe.
- You can’t know your customer well enough. One of USAA’s three pillars is “know our members.” And they do. Hudson talked about how a member may call in to change his address, but the reps are trained to understand “why” and deal with bigger issues. If the call is from a soldier who is about to be deployed, then the rep might check to see if the member has thought about items such as a will, power of attorney, and life insurance. The rep might even put a hold on the member’s car insurance, so he doesn’t have to pay if it’s not going to be used while he’s deployed. Lowe from 1-800-GOT-JUNK said “loyalty comes from listening and acting on the feedback given.” The company has identified that customers are interested in different value statements, so it teaches employees to recognize and sell towards that value statement.
- CX innovation is blossoming. Throughout the event, we heard from CX practitioners who are finding new ways to help their organizations build loyalty by delivering outstanding experiences. For instance, the “Member Show & Tell” highlighted 16 different tools that members are successfully using. We also announced the 2012 CX Innovation Award winners: Copart, Fidelity Investments, ICW Group, Memorial Health Systems, PHH, UnitedHealth Group (congratulations!). These companies were judged as the best out of almost 100 nominations. We also heard from six vendors that were selected from nominees to participate in vendor innovation presentations: Allegiance, Confirmit, Ipsos Loyalty, PeriscopeIQ, PwC Advisory Services, and The Service Profit Chain Institute.
- CX professionals can shake their booties. A great group of highly engaged attendees dug into the content, shared with each other, and took every opportunity to have fun. Then we took it out to the beach for letting loose with drinks, fire pits, and S’mores. On the second day, we got most of the group to stand up and dance to the CXPA’s newest theme song “C-X-P-A.”
- We have great volunteers.As a non-profit organization, we are reliant on our members to give their time. And many of them have done fantastic work for the association. We gave a special shout out to those member for their great dedication: Dorsey McGlone, Kim Proctor, Desirree Madison-Biggs, Erin Kelly, Amy McCarty, Yvonne Nomizu, Karl Sharicz, Daryl Travis, and Michelle Romanica. In addition, we awarded three members with the 2012 “CXPA Extra Mile” award: Mike Wittenstein, Dawna MacLean, and Diane Simmons (congratulations!).
- This is YOUR CXPA. With 1,500 members in its community, the CXPA has established itself as THE professional association for customer experience professionals. This non-profit organization is already helping members learn share best practices, network with each other, and raise the visibility of CX as a thriving, critical professional discipline. We become stronger and more valuable for the entire community as we grow, so join us.
Here’s a scene from the “Show & Tell” session where attendees rotated across tables as practitioners discussed CX tools that they use.
Here’s a scene from the beach party:
You can catch some of the action on the CXPA’s YouTube Channel.
The bottom line: Don’t miss next year’s CXPA Members Insight Exchange