Succesful 6th CEMinar about the latest developments in Customer Experience (CX)

On November 16th, the sixth edition of our CEMinar took place at Paviljoen Puur in Diemen. CEMinar is an annual educational event of Ipsos to inform and inspire organizations about the developments in Customer Experience Management. Geert Samplonius, Client Service Manager at Ipsos NL, opened the sixth edition by introducing the theme of this year’s event: What’s new in CX.

Roger Sant, Managing Director Global Client Solutions at Ipsos UK, kicked off with the first session, ‘Adding Value to CX research through Linkage Analysis’. While customer data used to be in short supply, companies nowadays have access to an overload of data, coming from all kinds of channels of interaction. Companies often do not know what to do with all the information. Is it ‘big data’ or just a ‘big headache’? Roger even compares big data to ‘teenage sex’: it seems like everyone is talking about it, yet not actually doing it… and everyone believes others are doing it!
To gain more value from all the data, Roger pointed out 3 ways of linkage analysis:

  1. Integrating multiple sources of data
    Roger showed that linkage does not have to be complicated. For example, linking traffic data and conversion rates with mystery shopping results, which has proven that ‘greeting’ alone had a positive effect on purchase intention. Simple - smart - linkages can deliver valuable insights.
  2. Customer lifetime value
    There are a lot of different ways to see value of the customers. Roger showed an interesting example of churn rate within the smartphone market and calculated the value of ‘saving customers’, pointing out the importance of customer retention.  
  3. Financial modelling
    With the ROCXI calculator you can predict the actual ROI based on changes in CX. Roger showed an example of NPS economics, in which NPS is related to customer value and retention rate. Via multivariate analysis he simulated an increase in NPS (+1% promoters) to calculate the impressive financial impact: a nearly 2 million Net Benefit.

Ben Llewellyn, Global Director EFM at Ipsos UK, continued with his session ‘Using Technology to Accelerate Insights and Action’. He pointed out the importance of customer expectations, while addressing three significant causes of bad customer experiences: non-personalized service, company-made mistakes and the amount of effort a customer himself/herself must put in. The relevance of high company effort is clear: Customers who are forced to work harder than companies are twice as likely to share their bad experiences with others and three times more likely to stop being a customer than when companies put in more effort!
Ben explained how Enterprise Feedback Management (EFM) helps tailoring the customer experience during the (real-time) feedback process and reduces customer complaints and churns by:

  • getting the right information to the right people via role-based reporting – empower different layers in the organization to take action
  • getting to the root cause of issues – drill down into the data via Text Analytics modules
  • identifying priorities for action and most suited interventions – not all critical incidents are the same and not every bad experience needs to be solved (straightaway)
  • tracking performance over time – get an overview of key trends in one CX dashboard

Smarter closed loop feedback offers a consistent, fast and cost-efficient approach to capture and analyse the voice of the customers across channels, enabling companies to maximize their ROI.

Third speaker of the day Jaspar Roos, a renowned authority in the field of innovation and transformation, offered a completely different – and disruptive – view on CX and triggered everyone to think about ‘the future of technology’. Everything is now so focused on digital, being so easy and convenient, by the end of 2020 it seems that there hardly will be any human interaction left anymore between a customer and company. But how much good does technology really bring? "Technology alone creates an illusion of control”, Jaspar mentioned. What will be there after ‘tech’? "Technology will become a commodity”, he continued. While technology is scalable, humans are not. CX is about humans and therefore should be both ‘tech’ and personal. Move from convenience to empathy, to (dealing with) uneasiness, is Jaspar’s view, closing the gap between what, why and how… ‘‘Humanism’ will be the next ‘tech’! Human interaction remains key.
He points out to think about humour as well – having a positive effect on both individual and group level. It makes sense, as humour leads towards higher energy levels and is a natural stimulus for innovation. "We take ourselves too seriously trying to perfect the research strategy.” Jaspar suggests creating a story/theme, change the culture/environment within an organization and to provoke. Provocations create interactions! "Dance first, think later. It’s the natural order,” he ends his overwhelming and inspirational story.

After a short wrap-up, everyone had the opportunity to have a drink and talk further with each other about the topics of the day. They all left the event inspired about next steps within CX research and with a memorable, personal card of compliments, hand-written by one of the ‘Compliment Girls’.

For more information, please contact Geert Samplonius, geert.samplonius@ipsos.com, 06-2123 7494.

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