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TimLoo
Foolproof
Turning CX Strategy
into CX Reality at Shell
UX STRAT Amsterdam, June 2016
SarahOey
ShellCommercialFleet
+
@timothyloo #uxstrat
the strategist’s continuum
being
clever
making stuff
happen
being
clever
making stuff
happen
strategy frameworks
methodology & toolkit
“hard” UX skills
managing politics
creating inte...
TimLoo
Foolproof
SarahOey
ShellCommercialFleet
+
being clever making stuff happen
@timothyloo #uxstrat
A little bit about
Shell Commercial Fleet
@timothyloo #uxstrat
@timothyloo #uxstrat
Our business problem
@timothyloo #uxstrat
COMMERCIAL FLEET: CUSTOMER SATISFACTION INDEX (CSI)
2013
 2014
 2015
 2016
@timothyloo #uxstrat
COMMERCIAL FLEET: THE VALUE OF CX
Detractors
 Passive
 Promoters
Profit per customer
@timothyloo #uxstrat
Let’s create a CX strategy
Shell Commercial Fleet
 CONFIDENTIAL
 13

COMMERCIAL FLEET
CUSTOMER EXPERIENCE


DEFINING SUPERIOR CUSTOMER EXPERIENCE
MAR...
Shell Commercial Fleet
 CONFIDENTIAL
 14
March 2015

The evidence is clear: our Commercial Fleet customer experience,
eith...
Shell Commercial Fleet
 CONFIDENTIAL
 15
March 2015

UNDERSTAND 
THE CURRENT 
STATE
AGREE OUR 
INTENT
FOCUS OUR 
EFFORTS
M...
Shell Commercial Fleet
 CONFIDENTIAL
 16
March 2015
Shell Commercial Fleet
 CONFIDENTIAL
 17
March 2015
Shell Commercial Fleet
 CONFIDENTIAL
 18
March 2015
Shell Commercial Fleet
 CONFIDENTIAL
ENGAGING CUSTOMERS & THE FRONTLINE
19
March 2015

UNDERSTAND 
THE CURRENT 
STATE
AGRE...
Shell Commercial Fleet
 CONFIDENTIAL
ALIGNING & FOCUSSING THE LEADERSHIP TEAM
20
March 2015

UNDERSTAND 
THE CURRENT 
STAT...
Shell Commercial Fleet
 CONFIDENTIAL
 21
March 2015
Shell Commercial Fleet
 CONFIDENTIAL
 22
March 2015
Shell Commercial Fleet
 CONFIDENTIAL
MAKING IT HAPPEN: OUR PRINCIPLES
23
March 2015

UNDERSTAND 
THE CURRENT 
STATE
AGREE ...
@timothyloo #uxstrat
So we had
a vision & a plan
@timothyloo #uxstrat
Making it happen
@timothyloo #uxstrat
5 lessons
@timothyloo #uxstrat
1. KNOWING & CARING ABOUT THE CUSTOMER
Shareable, visualised insight is critical in
creating understa...
@timothyloo #uxstrat
2. MAKE COMMITMENTS & KEEP DISCIPLINED
Focus on a few things
(and stay focussed)
@timothyloo #uxstrat
3. NUMBERS
Keep connecting CX & business value
@timothyloo #uxstrat
4. ENCOURAGE NEW RITUALS, HABITS & INSTINCTS
This is not a project
@timothyloo #uxstrat
5. COMMUNICATE, ENGAGE & EMPOWER
Let it go, let it grow
@timothyloo #uxstrat
Results so far
@timothyloo #uxstrat
COMMERCIAL FLEET: CUSTOMER SATISFACTION INDEX (CSI)
2013
 2014
 2015
 2016
@timothyloo #uxstrat
COMMERCIAL FLEET: CUSTOMER SATISFACTION INDEX (CSI)
2013
 2014
 2015
 2016
@timothyloo #uxstrat
thank you
Tim
tim.loo@foolproof.co.uk
@timothyloo
Sarah
sarah.oey@shell.com
+
UX STRAT 2016 - Turning CX Strategy to CX Reality at Shell
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UX STRAT 2016 - Turning CX Strategy to CX Reality at Shell

Shell's Commercial Fleet business serves and supports millions of business customers around the globe with fuel cards, fleet products and services across its fuels retail network - the world's largest.

Sarah Oey, Shell and Tim Loo, Strategy Director at Foolproof, will share their experience in creating the global customer experience strategy at Shell Commercial Fleet and the ongoing challenges, breakthroughs and pitfalls of making that strategy a valuable customer reality at one of the world's biggest companies.

UX STRAT 2016 - Turning CX Strategy to CX Reality at Shell

  1. 1. TimLoo Foolproof Turning CX Strategy into CX Reality at Shell UX STRAT Amsterdam, June 2016 SarahOey ShellCommercialFleet +
  2. 2. @timothyloo #uxstrat
  3. 3. the strategist’s continuum being clever making stuff happen
  4. 4. being clever making stuff happen strategy frameworks methodology & toolkit “hard” UX skills managing politics creating internal advocacy standards & guidelines business cases KPIs & dashboards target operating model change management organisational design compensation & incentives programme office
  5. 5. TimLoo Foolproof SarahOey ShellCommercialFleet + being clever making stuff happen
  6. 6. @timothyloo #uxstrat A little bit about Shell Commercial Fleet
  7. 7. @timothyloo #uxstrat
  8. 8. @timothyloo #uxstrat Our business problem
  9. 9. @timothyloo #uxstrat COMMERCIAL FLEET: CUSTOMER SATISFACTION INDEX (CSI) 2013 2014 2015 2016
  10. 10. @timothyloo #uxstrat COMMERCIAL FLEET: THE VALUE OF CX Detractors Passive Promoters Profit per customer
  11. 11. @timothyloo #uxstrat Let’s create a CX strategy
  12. 12. Shell Commercial Fleet CONFIDENTIAL 13 COMMERCIAL FLEET CUSTOMER EXPERIENCE DEFINING SUPERIOR CUSTOMER EXPERIENCE MARCH 2015
  13. 13. Shell Commercial Fleet CONFIDENTIAL 14 March 2015 The evidence is clear: our Commercial Fleet customer experience, either creates value or destroys value in terms of customer margin, volume & tenure. And it makes a big difference for our own satisfaction, motivation and pride in our commercial offering. In 2015, we need to commit to and create real change in the way we think about and deliver customer experience TRANSFORMING OUR CUSTOMER EXPERIENCE
  14. 14. Shell Commercial Fleet CONFIDENTIAL 15 March 2015 UNDERSTAND THE CURRENT STATE AGREE OUR INTENT FOCUS OUR EFFORTS MAKE IT HAPPEN 1 2 3 4 UNDERSTAND THE CURRENT STATE AGREE OUR INTENT FOCUS OUR EFFORT MAKE IT HAPPEN CUSTOMER EXPERIENCE: A DIFFERENT APPROACH
  15. 15. Shell Commercial Fleet CONFIDENTIAL 16 March 2015
  16. 16. Shell Commercial Fleet CONFIDENTIAL 17 March 2015
  17. 17. Shell Commercial Fleet CONFIDENTIAL 18 March 2015
  18. 18. Shell Commercial Fleet CONFIDENTIAL ENGAGING CUSTOMERS & THE FRONTLINE 19 March 2015 UNDERSTAND THE CURRENT STATE AGREE OUR INTENT FOCUS OUR EFFORTS MAKE IT HAPPEN 1 2 3 4 UNDERSTAND THE CURRENT STATE UNDERSTAND THE CURRENT STATE A. CUSTOMER RESEARCH WITH PLATINUM CUSTOMERS (2014-15) - The Decision Maker, The Manager, The Assistant, The Finance Controller, The Driver B. CUSTOMER JOURNEY MAPPING WITH THE FRONTLINE (FEB 2015) C. QUANTITATIVE ANALYSIS OF NPS, CSI & CUSTOMER VALUE Hong Kong London Warsaw CUSTOMER PERSONAS CUSTOMER JOURNEY MAPS CF NPS ANALYSIS
  19. 19. Shell Commercial Fleet CONFIDENTIAL ALIGNING & FOCUSSING THE LEADERSHIP TEAM 20 March 2015 UNDERSTAND THE CURRENT STATE AGREE OUR INTENT FOCUS OUR EFFORTS MAKE IT HAPPEN 1 2 3 4 UNDERSTAND THE CURRENT STATE AGREE OUR INTENT CFLT CUSTOMER EXPERIENCE SESSION (6 MARCH 2015, WOKEFIELD PARK) WALKING THROUGH THE CUSTOMER REALITY AND THE IMPACT ON THE CUSTOMER AND SHELL STARTING TO USE CUSTOMER LANGUAGE TO DESCRIBE OUR TARGET CUSTOMER OUTCOMES BEING SPECIFIC ABOUT WHAT WE NEED TO BE FOR OUR CUSTOMERS AND OUR INITIAL PRIORITIES FOCUS OUR EFFORTS FOCUS OUR EFFORT
  20. 20. Shell Commercial Fleet CONFIDENTIAL 21 March 2015
  21. 21. Shell Commercial Fleet CONFIDENTIAL 22 March 2015
  22. 22. Shell Commercial Fleet CONFIDENTIAL MAKING IT HAPPEN: OUR PRINCIPLES 23 March 2015 UNDERSTAND THE CURRENT STATE AGREE OUR INTENT FOCUS OUR EFFORTS MAKE IT HAPPEN 1 2 3 4 UNDERSTAND THE CURRENT STATE AGREE OUR INTENT AGREE OUR INTENT FOCUS OUR EFFORTS MAKE IT HAPPEN CREATE OUTCOMES (NOT JUST OUTPUTS) We will focus on customer needs and actually achieving outcomes (not just delivering outputs). This means engaging & testing with customers through the solution design process. EXPECTATIONS + WHAT ACTUALLY HAPPENS Customer experience is the result of how well the service experience we deliver meets expectation. We will use both the levers of customer communication and service design to achieve our outcomes. CONTINUOUS IMPROVEMENT (THE 1-3-1-3 PLAN) We need show immediate and continuous improvement (customer experience is an ongoing promise not just a project). “What can we do in 1 month, 3 months, 1 year, 3 years?” WHAT WILL BE DIFFERENT ABOUT OUR APPROACH?
  23. 23. @timothyloo #uxstrat So we had a vision & a plan
  24. 24. @timothyloo #uxstrat Making it happen
  25. 25. @timothyloo #uxstrat 5 lessons
  26. 26. @timothyloo #uxstrat 1. KNOWING & CARING ABOUT THE CUSTOMER Shareable, visualised insight is critical in creating understanding & empathy
  27. 27. @timothyloo #uxstrat 2. MAKE COMMITMENTS & KEEP DISCIPLINED Focus on a few things (and stay focussed)
  28. 28. @timothyloo #uxstrat 3. NUMBERS Keep connecting CX & business value
  29. 29. @timothyloo #uxstrat 4. ENCOURAGE NEW RITUALS, HABITS & INSTINCTS This is not a project
  30. 30. @timothyloo #uxstrat 5. COMMUNICATE, ENGAGE & EMPOWER Let it go, let it grow
  31. 31. @timothyloo #uxstrat Results so far
  32. 32. @timothyloo #uxstrat COMMERCIAL FLEET: CUSTOMER SATISFACTION INDEX (CSI) 2013 2014 2015 2016
  33. 33. @timothyloo #uxstrat COMMERCIAL FLEET: CUSTOMER SATISFACTION INDEX (CSI) 2013 2014 2015 2016
  34. 34. @timothyloo #uxstrat thank you
  35. 35. Tim tim.loo@foolproof.co.uk @timothyloo Sarah sarah.oey@shell.com +

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