Customer Experience Management (CEM) is quickly becoming the new focus for companies looking to capture and keep market share. But what most companies are missing is that CEM starts at home, with all its employees, and not just the marketing department. During this session Digital Clarity Group's Cathy McKnight explored how shifting from an inside-out, to outside-in perspective, and adopting CEM as a company wide imperative – from the tools and systems available, to how they are used, to how employee work and collaborate – is critical to a company’s survival, let alone success.

1. CEM Begins at home
Its all about employee engagement
Cathy McKnight, Partner & Principal Analyst
May 2014 – J. Boye Philadelphia
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3. DCG helps business leaders
navigate the digital
transformation and create
competitive advantage
from disruption.
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About Digital Clarity Group

4. Outside looking in

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Employee Engagement & CEM
“What everyone in a company
does can be reduced to one of
two functions: to serve the
customer or serve someone who
does” Dr. W. Edward Deming

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CEM

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Employee Engagement & CEM
“We (JetBlue) believe that only 10%
of customers’ perception of our brand
is visible through customer
interactions. The other 90% is
impacted by people management,
processes, policies, and organization.”

8. Harvard Business School
Impact of employee engagement
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Employee Engagement & CEM
Much of employee engagement is
about relationships. The relationship
an employee has with their job, their
colleagues, their customers and their
organisation. And, relationships are
all art and very little science.
Adrian Swinscoe

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Harvard Business School
Impact of employee engagement

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Aon Hewitt – 2014
Trends in Global
Employee
Engagement

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Engaged & empowered employees . . .
§ Companies
in
the
top
quar0le
of
engagement
had
50%
higher
total
shareholder
return.
§ Companies with engaged
employees financially
outperform lower
engagement workplaces,
with 5.75% higher
operating margin and
3.44% higher net profit
margin.
§ Each incremental
% of employees
who become
engaged predicts
incremental 0.6%
growth in sales.
(Aon Hewitt)

16. CEM has emerged as a critical strategy
for businesses today – 86% of
consumers quit doing business with a
company because of a bad experience –
up from 59% four years ago.
Impact of CEM
A March report by Harris Interactive
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17. There are many other CEM technologies out
there—Web analytics tools and survey and
feedback software—and all promise to deliver
the potential for higher profit. Companies use
the technologies to glean information from
customers and leverage it to provide better
experiences.
CEM & Technology
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18. Blend Old School + New
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21. “Extinction is the rule.
Survival is the exception.”
-- Carl Sagan@cathymcknight
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25. Clarity around WIIFM
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27. Internal CEM Strategy
1. Purposeful leadership
2. Consistent and vivid image of the
customer – company wide
3. EVP and inclusive culture
4. Customer-focused decision making
5. Compelling brand values
6. Employee engagement
7. Recognition
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For CEM⌃

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Cathy McKnight – Partner & Principal Analyst
cmcknight@digitalclaritygroup.com
@cathymcknight | @just_clarity