Mark McCormick, newly in the position of head of user experience for wholesale Internet services at Wells Fargo, has led customer experience teams for 20 years, the past 12 of which have been at Wells Fargo. He specializes in managing large research, design, and content strategy teams and driving cultural values and practices around customer centricity, innovation, and, lately, simplicity. We sat down to talk more about simplicity leading up to Mark’s keynote at CXNYC 2015.
Q: You’ll be speaking about ethnographic research at the CXNYC 2015 Forum. Could you give us some background on the role of research at Wells Fargo, particularly as it relates to design?
A: Ethnography is an enabler to design and decision-making. Design and research have always gone hand in glove at Wells Fargo, usually reporting to the same manager and working in tandem on projects. But when I talk about research, I’m referring to a few different kinds of research. In the case of usability, there needs to be a bit of a wall between the designers and research in order to maintain the objectivity that’s needed. With ethnography on the other hand, ideally you would have designers, executives, and product teams all in the field, side by side with researchers. With that kind of research, and with the rich qualitative data that comes out of it, it is extremely fruitful if you get designers and researchers parsing the data together. Then everyone has a stake in it, and if they have a stake in the data, they end up using it.
By now we all know that federal customer experience (CX) is disastrously weak and that improving it will boost both agency operations and the health of the political system.
We’ve also seen some pockets of hope popping up, as I predicted a few months ago. For instance: The Department of Education’s new portal is complete, the Department of Veterans Affairs My HealtheVet site now offers online tracking for mail-order prescriptions, and BusinessUSA.gov combines thousands of pieces of information from several federal agencies into a single site for entrepreneurs and business owners. Other improvements are still in the works, like 18F's upgrade of the Department of the Treasury's My Retirement Account website and the Office of Personnel Management Innovation Lab's redesign of USAJobs.gov.
These isolated projects are good, but not good enough. It’s time for federal agencies to get beyond one-off tech tasks and the find-and-fix mentality to truly institutionalize CX improvement throughout their organizations. And that means treating CX not as a sideshow, but as a real business discipline. To do this, agencies must systematically perform the practices associated with all six CX disciplines — strategy, customer understanding, design, measurement, governance, and culture. Right now, federal agencies are failing in all of these areas.
On just about anyone’s shortlist of companies that deliver unique, high-quality experiences, you’ll be sure to find Virgin. And this year, the iconic brand opened its first hotel in the US — a 250-room property located in the Chicago Loop. How does Virgin Hotel live up to the high standards set by other Virgin businesses? At Forrester’s Forum for Customer Experience Professionals in New York, June 16th and 17th, Raul Leal, CEO, Virgin Hotel Group, will explain. In the meantime, he shared with us a few thoughts about CX, the hospitality industry, and what it’s like to work for a knight. Enjoy! And I look forward to seeing you in NYC . . .
Q: In your industry, switching costs are pretty low. Indeed, one of the things that impresses me about the first Virgin Hotel in Chicago is how reasonably priced the rooms are! Is that why CX is so important to Virgin?
It's no surprise that our recent survey data shows that customers of all ages are increasingly using self-service channels (web, mobile, IVR) for a first point of contact for customer service. In fact, for the first time in the history of our survey, respondents reported using the FAQ pages on a company's website more often than speaking with an agent over the phone. Self-service gives you that "pain-free" or effortless experience that consumers want. Customers escalate the harder questions to a live agent - whether its chat, email or a phone agent - and these calls become opportunities to help build stronger relationships with your customers to garner their long-term loyalty.
But contact centers are not delivering to expectations. We find that:
Forrester published a new report with highlights of changes among customer feedback management (CFM) vendors to give you the crucial insights you need to understand your CFM options. Why? Since the 2014 reports on the VoC vendor landscape and VoC vendor go-to-market strategies, we saw some big changes in the CFM market. Many changes are good news for CX pros who are looking to support their enterprisewide VoC and CX measurement efforts. But they don't make navigating this market any easier.
Key changes in the CFM market include:
Consolidation of established CFM vendors. CFM vendor Mindshare acquired Empathica in September 2013 and then relaunched the newly combined company in June 2014 under the name InMoment. Maritz Holdings acquired Allegiance and merged it with Maritz Research to launch MaritzCX in January 2015.
Entry of new CFM vendors. Clarabridge, formerly a specialist vendor that focused on text analytics, moved into the CFM category by adding significant capabilities to support all stages of the VoC cycle through a combination of an acquisition and native development. Qualtrics, formerly a survey platform specialist, entered the CFM category by adding capabilities to interpret unstructured feedback and act on VoC.
Deanna Laufer and I are collaborating on a new report on how to make the case for customer experience in B2B. And we'd love your inputs.
How will clients benefit from this report?
With longer sales cycles, fewer customer accounts, and an abundance of client roles and influencers, B2B companies are challenged in making the link between improving customer experience (CX) and financial results. But without this link, B2B companies will struggle to get adequate funding to sustain their CX programs over the long term. To help CX professionals at B2B companies overcome challenges to justifying their CX programs, this report will explore:
What do customer and business data CX pros need to collect to support their business cases?
Which are the right metrics for modeling the relationship between customer experience quality and business success?
How can CX pros apply their models to proactively improve business outcomes?
That's right, Forrester's Customer Experience team is jumping on the podcasting bandwagon and launching a weekly CX podcast! Each week me and my cohost, Senior Analyst Sam Stern, will be speaking with an analyst from our team about their hot-off-the-press research or discussing relevant CX topics in the news. We'll package these up in easily digestible 10 to 20 minute episodes and best of all, these podcasts are available to everyone.
In our first episode, Sam interviews me about how to build a shared customer experience vision. You can listen below, but we recommend you subscribe on iTunes or through your favorite iPhone podcasting app by searching for "Forrester's CX Cast" so you never miss an episode. If you need help accessing or subscribing to the podcast, please contact our producer Curt Nichols at email@example.com.
Industry analysts travel—a lot. It is, therefore, no surprise that I care deeply about airlines’ frequent flyer programs and track the changes to those programs as closely as baseball obsessives track star players’ slugging percentages. When I want information on what these changes mean practically in my situation (Will the new loyalty program make it harder for a 75k+ elite member looking to book a companion ticket’s upgrade on an alliance partner airline, for example), I typically do not turn directly to the airline. Instead, I log on to Flyertalk, a forum that bills itself as “the largest expert travel community.” The forum—populated by thousands of frequent fliers far more obsessive than I will ever be—consistently houses discussions of exactly the thing I want to know.
The lion’s share of people answering questions on Flyertalk and other forums like it—Cruisecritic for the cruising fans, TripAdvisor for travel and hospitality broadly, AutomotiveForums for car enthusiasts, etc.—are other consumers, albeit well-informed ones. But these non-brand controlled communities provide opportunities to brands to differentiate themselves through service. Because affinity communities have barriers to entry, including registrations and jargon, community members are usually deeply interested in the topic at hand. In communities that regularly discuss brands, these customers are also more likely to be exactly the type of high-value customers that companies want to provide with great customer experiences. But brands need to decide when and how to engage customers in these forums they do not control.
Earlier this week, TCS launched its CrewCollab Solution at the Singapore Aviation Festival. The sector has attracted a lot of investments from service providers lately with companies like NIIT Technologies, Pactera, Hexaware and others strengthening their portfolio of software assets for airlines. The TCS CrewCollab mobile solution – co-developed in partnership with Singapore Airlines – fills an important gap in the digital transformation strategy of airlines globally. Why is that?
The in-flight experience remains disjointed from the rest of the customer journey. Airlines like Delta, United and Emirates have already invested in developing successful digital customer experience initiatives covering the pre- and post-flight phases of the customer journey. However, airlines typically struggle understanding and serving their customers as they board the flight, customer data being seldom available to the cabin crew.