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[CX Tribe] 18 May 2021 – Branding CX Programmes + NPS Reporting Best Practices

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“Anything that is measured and watched, improves.”

Bob Parsons, founder of GoDaddy

I think management icon Tom Peters probably deserves a “hat tip” on that one! 😉

[Change Management]
Six Ways Internal Branding Can Make or Break a CX Program [Link]

This is a well thought out post by Nancy Porte over on CustomerThink.

My undergraduate degree is Mechanical Engineering. Engineers, as a stereotype, are pretty task focused and so, at first, the whole idea of spending time on change management to “bring everyone along on the journey” seemed like a complete waste.

Rolling out a new process seemed pretty simple: design the best system/process/approach, tell people how to use it and presto, you’re done.

I could not have been more wrong. 

Now the first question I ask clients is “how are you going to roll out the change to make it stick.”

Branding the change management programme has featured prominently in many of the most successful rollouts by my clients.

Logos, keep-a-cups, polo shirts and other branded give-aways might seem like a waste of money but I guarantee they work.

My go to example is this video from Wolters Kluwer in Australia:

[Loyalty Schemes / Research]
Bumped: The Effects of Stock Ownership on Individual Spending [Link]

(Why do academics put such obtuse titles on their papers?)

In this fascinating paper, the authors tested the use of company shares as a loyalty reward and how it changed purchasers propensity to buy from the company.

The result was that individuals increased their weekly spending by 100% at the brands where they received stock.

The FinTech company at the centre of the research, Bumped, is a loyalty platform that rewards with company stock rather than toasters, free flights and iPads.

So, yes, the research is a little self serving, basically validating the Bumped business model. 

But the real question is:

How might you duplicate this approach?

HT Shep Hyken

[Getting Business Cases Approved]
CX leaders share tried & tested ways to secure customer experience investment.[
Link]

Neil Davey reviews some good ways to increase the chance your CX business case will be approved.

Interestingly, he references Gartner’s Augie Ray as saying that; asking “how much money do we make from this effort?” is the wrong way to go. 

Augie goes on to recommend you link customer experience to customer behaviours that impact company value, e.g. churn, recommendations.

In my mind that is exactly linking the experience to “how much money do we make” … and exactly the right way to go.

[Reporting]
The 9 Elements Your NPS® Report Must Have [Link]

About 3 minutes after your first customer feedback or Net Promoter® survey goes out, management will be pounding the desk for a report with charts, analysis and recommendations.

This post looks at how to report on NPS, and other CX metrics, in a way that drives change.

It covers:

  • Why the score is a small part of the report
  • How to handle small sample sizes
  • The statistics needed to show “real” change
  • and more.
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