CXPA announces Customer Experience Innovation award winners
The Customer Experience Professionals Association (CXPA), an international non-profit organization created to guide and enhance the growing professional field of customer experience management, has announced the winners of its 2014 CX Innovation Awards: Akbank T.A.S., Cisco, National Car Rental, the Oklahoma City Thunder and Safelite AutoGlass.
The award presentations took place at the CXPA's fourth annual Insight Exchange event in Atlanta, Georgia.
The CX Innovation Awards have for three years recognized new practices that improve customer experience, result in strong business impact, and advance the field of customer experience for other organizations. A panel of industry experts reviewed a large group of entries to name a dozen finalists, from which the five winners were selected:
Akbank T.A.S.: "Voice of Customer — Daily, Personal and Fascinating!"
Akbank, a Turkish bank, initiated a project to give just-in-time direct feedback to employees. The target was to measure daily customer satisfaction and transfer feedback to the specific employee who served the customer. Randomly selected customers receive a call at most the day following service (when their experiences are still fresh). The calls aim to find out about customer service level, competency of the staff about products, general staff behavior, etc. General satisfaction scores are shared daily with the specific branch employees by notification pop-ups. The feedback is designed to be simple (though the scoring engine behind it is complex), and sympathetic, as Akbank believes that easy-to-understand, timely feedback is the key to creating employee focus.
Cisco: "Winning with Words"
Cisco took an overlooked, very basic skill and used it to drive a cultural change across a 50 billion dollar company: language. The problem was, employees used jargon to talk with each other, but customers had a hard time understanding them. It was bad for the business, bad for sales and the Cisco brand. The brand experience team recognized the problem and set out to fix it, by helping Cisco use language that's simpler and more distinctive. Now, they think of the audience first and then communicate things that matter in ways that customers can understand. To make it stick, the team created guidelines and playbooks, translated them into 14 languages, and developed curriculum and a training program that has trained nearly 2,000 people worldwide.
National Car Rental: "In The Driver's Seat: National Car Rental Leads the Way by Collaborating Directly with Consumers"
Over the last three years, National Car Rental collaborated with the Emerald Exchange, a private online community of 300 loyalty club members, to gain a full understanding of the customer journey and experience. Throughout this engagement, National has been able to build meaningful relationships with these valued customers — putting them in the driver's seat — to help the company improve every aspect of their service experience. Through months of feedback, the Emerald Exchange community was instrumental in National's launch of its new Mobile App in August 2013. The app isn't just a reservation engine, but an end-to-end "rental tracker" that includes directions, inventory selection, rewards, roadside assistance, and more.
OKC Thunder: "CLICK Like a Champion"
The OKC Thunder's core customer experience initiative is E.E.C. — Educate (training), Evaluate (research) and Congratulate (recognition). Educate represents the CLICK! With Your Guests training program. This service program provides front-line staff with the tools to create memorable Guest experiences. Evaluate means to use metrically based research and overall fan feedback to determine what they are doing well and what they can do better. Congratulate includes encouraging staff to continue excelling when caring for customers. Following the 2012-13 NBA season, the E.E.C. model was enhanced to provide more training opportunities for front-line staff, enhanced evaluation tools for research programs, and more "in the moment" staff recognition.
Safelite AutoGlass: "Mobile Technicians App Streamlines Customer Experience"
Safelite's MRM3 software with its On-The-Way text pilot program represents a new way for mobile service professionals to interact with customers. MRM3 features everything a technician needs to provide an exceptional customer experience on the road, from daily work order lists to secure payment. Driven directly from customer feedback, MRM3 allows Safelite to communicate exactly what customers want to know at the precise time they want to know it, in the way they prefer. It utilizes smartphones to deliver a consistent experience to the customer regardless of the technician's location. With only one tap of the screen, Safelite has empowered its technicians with a tool that sets the stage for a satisfying conclusion to the customer's overall experience.
"Congratulations to the award winners! We applaud their accomplishments, which are raising the bar for future competitions, as well as offering inspiration to us at our own organizations," said Mohamed Latib of Periscope IQ, co-chair of the CX Innovation Awards Committee. "The variety shown in the winners is noteworthy — in geography, industry sector, and approach to CX practice — and it demonstrates how well recognized the importance of the discipline of customer experience has become."