EVENT GUIDE The only joined-up customer experience event to drive customer and employee engagement solutions, performance and profitability #engageces www.engagecustomer.com

SPONSORED BY: EXHIBITORS: We help businesses grow by providing bespoke Voice of the Customer programmes designed by passionate researchers, technical specialists and graphic designers all under one roof

01489 772920 [email protected] edigitalresearch.com twitter.com/eDRtweet Customer Engagement Summit 2013

Welcome

A warm welcome to the second Customer Engagement Summit, the only joined-up customer experience event to drive successful customer and employee engagement strategies for organisations looking to improve customer retention, loyalty, and business performance and profitability

The Summit includes world class case studies, presentations from leading practitioners, economists and academics from around the globe, panel discussions and top notch Follow us on Linkedin opportunities for high level networking with peers including a networking party and dose of entertainment thrown in for good measure.

The Summit is effectively a ‘mash-up’ - and much, much more - of the content of our hugely successful series of Directors Forums that have run over the past three years.

The changing dynamic of the relationship between organisations, their employees and more @engagecustomer especially their customers is already well documented. The pace of that change is being accelerated further by the proliferation of channels our customers are operating across and the fact they are more likely to voice their opinions - increasingly to each other - on how we #engageces engage them across those channels than ever before. www.engagecustomer.com For the first time in history our customers and our employees have access to better technology than the organisations who serve them – the key question now is what do we do about it?

Organisations must think long and hard about how their internal silos are impacting on their customer relationships. We need to cut across those silos where possible to focus on the Contents needs of our customers. Yes HR does indeed need to be talking to marketing.

We are now operating in a truly omnichannel business environment and we have to be where 4 Floor Plan our customers are and offer them relevant and seamless service across those channels – 5 Agenda Summary otherwise believe you me they will find an organisation that does! 6 - 12 Itinerary Delegates today will enjoy a whole host of world class case studies from organisations who 13 -16 Sponsors/Exhibitors are getting their customer and employee engagement strategies right. The mouth-watering case study roster for today’s Summit includes Lego, Lloyds Banking Group, Argos, BT Retail, 18-19 Social business future Carnival UK, Nationwide, Lebara, Boots UK, O2, BSkyB, LV=, Siemens and Norfolk County 21 Wearables, tablets, M2M Council. 23, 25 TalkTalk outsourcing The chief aim of our Summit is for delegates to go back to their organisations armed with all the tools, strategies and techniques they need to deliver successful employee and customer 27 Customer authenticity gap engagement strategies over the long term for sustainable competitive advantage. Have a 28, 29 The Peer Awards 2014 great day. 30 No insight - no customers! Steve Hurst, Editorial Director 31 Engage Customer in 2014 Engage Customer

The Customer Engagement Summit is organised by Engage Customer. Join Event Operations: Fiona Parker Design: Jason Appleby engagecustomer.com (free membership) and receive Latest News and Features, Weekly Editorial Advisory Board: Newsletter, Engage Customer, Invitations to Directors Forums, Summits and more. Dr Guy Fielding, Richard Sedley, Rod Butcher, Hugh Griffiths, Marcus Hickman, Karine Del Moro, Editorial Director: Steve Hurst: [email protected] David Cottam, James Rapinac, Managing Director Chris Wood: [email protected] Crispin Manners, Professor Moira Clarke, Sales Director Nick Rust: [email protected] Professor Katie Truss, Mike Havard

3 Customer Engagement Summit 2013 Floor plan

Beatrice 1

Stage 12 11Closing Keynote 13 & Party

Catering 10 14 Beatrice, Victoria & Victoria Lobby 9 8 Victoria 2 Victoria 1

7 15

6 Beatrice 2 5

4

3 Area Speakers

Entrance Entrance

Catering Registration Business Lifts Centre 2

1 Toilets Cloakroom Stairs to Reception To Lift

Stand Numbers

1 Customer Engagement 5 Call Centre Management 10 ONVA Peer Awards Association 11 Nuance 2 Engage Customer 6 eDigitalResearch 12 Stage - Closing Keynote & Party 3 Professional Planning Forum 7 eGain 13 Interactive Intelligence 4 Brand Biology 8 Nunwood 14 Thunderhead.com 9 Confirmit 15 Ember Services

4 Agenda Summary Plenary Keynotes: Victoria 1 & 2 08:00 Registration and Coffee 09:00 Welcome - Mike Havard, Summit Chairman, Director, Ember Services 09:10 Economy Keynote - Anthony Hilton, Senior Business Commentator, Evening Standard & The Independent 09:40 Customer Engagement Keynote: Bigger than the Internet - Morris Pentel, CEO, Customer Experience Foundation 10:10 Keynote Case Study/Live Performance, Virgin Media “Grumpy tech meets grumpy customer: this can’t end well… or can it?” Jill Dean, CEO, Brand Biology. Suzie Carr, Head of Talent, Performance & Engagement, Virgin Media 10:40 Coffee Stream 1: Victoria 1 Stream 2: Victoria 2 Chaired by Mike Havard Chaired by Crispin Manners Evolution of the Voice of the Customer Customer Engagement in Retail & Financial Services 11:00 LV= Case Study: Put People First to Prosper 11:00 The VOC imperative and landscape Peter Sinden, Director of Sales and Service, LV= Jeremy Cox, Principal Analyst - Customer Engagement, Enterprise Solutions, Ovum 11:20 Argos Case Study Perry Price, Head of Customer Operations, Argos 11:20 BT Retail Case Study: From Service to Loyalty 11:40 Lloyds Bank Case Study: Effective Root Cause Joanna Howard, General Manager, BT Retail Analysis for Business and Regulatory Success 11:40 The DNA of Great Customer Experiences Martin Dodd, Customer Services Director, Lloyds Banking Group Phil Rushfirth, Managing Director, Nunwood 12:00 Easier said than done? Just how effortless can self-service become? 12:00 How to make big companies behave like little companies Sebastian Reeve, Director Product Management & Marketing Derek Eccleston, Commercial Director, eDigitalResearch EMEA , Nuance 12:20 Q&A 12:20 Q&A 12:30 Lunch 12:30 Lunch Workshop: Victoria 2 12:45 ‘Is aiming for superior service really worth it?’ ….Hear from the winners of the 2013 Contact Centre World Awards - 13:15 Mike Havard, Summit Chairman, Director, Ember Services Les Blacker, Site Director, HGS Preston (home to the award winning TalkTalk Retention and Loyalty Centre of Excellence)

Customer Engagement in Contact Centres Employee & Customer Engagement

13:30 Lebara Case Study: European Call Centre of the Year, 13:30 Evidence of the Linkages Between Employee 2012 & 2013 Matt Kemp, Director of Customer Services Engagement and Performance Bruce Rayton, Author of & Anija Obmann, Head of Training, Lebara 'Nailing the Evidence', MBA Director, University of Bath 13:55 Carnival UK Case Study: Engaging Our People & 13:55 Nationwide Case Study: The View from Both Lenses Partners to Ridiculously Exceed Customer Expectations Amanda Reynolds, Head of Employee and Customer Gerard Tempest, Chief Commercial Officer & Engagement, Nationwide BS Jeremy Tait, Insight Director, Carnival UK 14:20 Customer Engagement – Getting the Technology 14:20 Lego Case Study, ‘The Learning Curve’ - The Evolution Foundations Right Conrad Simpson, Director, of LEGO Service from 2009-2013 Interactive Intelligence Sophie Patrikios, Senior Director Customer Service, Lego 14:45 Q&A Chaired by Paul Smedley, Founder and Chair, 14:45 Q&A Chaired by Duncan White, MD, Horizon2 Professional Planning Forum 15:00 Coffee 15:00 Coffee

Omnichannel Customer Engagement Customer Engagement in Public Sector & Utilities

15:20 Super Agent 2020: The Future of the Contact Centre in 15:20 Norfolk County Council Case Study: How the an Age of Customer Autonomy continuous use of daily customer interactions helps Dr. Nicola Millard, Futurologist, BT drive service change and improvement and savings 15:40 How to achieve Excellence for Customers Joanna Hannam, Head of Customer Services and Joe Goasdoué, Chief Executive, The British Quality Foundation Communication, Norfolk County Council 16:00 BSkyB Case Study: Using mobile to drive better cross 15:50 ‘Voice of the Customer’ at Affinity Water channel engagement Morag Kent, Marketing Manager, Affinity Water Lyndal Newman, Head of Marketing for The Cloud, BskyB 16:20 Three Ways to Realise the Transformation Opportunity: Case Studies from the Utility and Public Sectors 16:20 A shift towards meaningful engagement Simon Foot, Principal Consultant, Ember Services Darren Loveday, Product owner, Thunderhead.com 16:45 Q&A 16:45 Q&A Chaired by Ben Stockman, Social Media Specialist Closing Keynote & Networking Party: Beatrice 1 - Stage

17:05 Closing Keynote - Ben Page, Chief Executive, Ipsos MORI 17:30 Networking Party and iPad Draw - Sponsored by HGS

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08:00 Registration and Coffee innovations in technology over the last 25 years winning a number of prizes. he has managed projects valued in hundreds of millions and Plenary Keynotes - Victoria 1 & 2 been involved in a number of high profile service deliveries on a national scale. He has influenced technology design and best practice 09:00 Welcome for the delivery of contact technologies for nearly a quarter of a Mike Havard, Summit Chairman, Director, Ember Services century. He is the originator of Graphical Contact Routing in 2012.

Mike has 25+ years in customer management He has hosted and spoken at numerous events and had many articles strategy and operational delivery, with organisations published across the world. He is regarded as a leading thinker in including BT, TDG and Sitel. In 1998 he founded CM business science pioneering both the cost modelling of customer Insight, which became the market leader in customer experience and the use of social media. He is the founder and current management consulting and analytics, working on chairman of the Customer Experience Foundation and is also the head transformation assignments with champion brands of the Institute of Contact Sciences and the Contact Foundation. He worldwide. Mike works closely with many of the industry held the chair of business science at the Institute of Contact Science bodies and is an Honorary Life Fellow of the IDM. and was professor of business science at UOC. He now runs the Customer Experience Foundations education programme and is also a guest lecturer at several universities & other institutions like AIU in London. 09:10 Economy Keynote Anthony Hilton, Senior Business Commentator, Evening Standard & The Independent , 10:10 Keynote Case Study/Live Performance, Virgin Media: “Grumpy tech meets grumpy customer: this can’t end The economic, financial and business scene and the challenges for well… or can it?” business Jill Dean, CEO, Brand Biology Suzie Carr, Head of Talent, Performance & Engagement, Anthony Hilton is Financial Editor of the Evening Virgin Media Standard and a Wincott Financial Journalist of the Year. An author, broadcaster and lecturer, he has also Virgin is a strong brand with an equally strong brand promise. But served as a non-executive Director of insurance and Virgin Media faced some very real challenges trying to assimilate three publishing companies. He is also a columnist for The separate cultures into one, and show everyone how to do things the Independent writing on business and policy. Joining “Virgin” way. Their success didn’t happen overnight. Suzie and Jill will Fleet Street as a trainee on the Guardian, Anthony talk you through the steps taken to bring to life Virgin’s philosophy of served in New York as Business Correspondent for ‘great people, connected to delighted customers, connected to great the London Sunday Times and City Editor of The Times before joining business results’. the Standard. Jill Dean is CEO and co-founder of Brand Biology Ltd Anthony makes regular television and radio appearances, commenting (formerly Power Train (UK) Ltd), a brand experience on the international money markets and the state of the economy. He and behavioural change consultancy specialising in also assesses the outlook for investments, the pensions crisis and the delivery of ground-breaking programmes that corporate governance. bring brands to life, changing behaviours and cultures by winning hearts as well as minds.

09:40 Customer Engagement Keynote; Bigger than the Internet A self-described HR generalist by trade with a huge passion for people Prof. Morris Pentel, CEO, Customer Experience Foundation engagement and employee branding, Suzie has worked for Virgin Media for the past 5 years, originally partnering with the Finance For the first time in history customers now have better technology than community as their Senior Strategic HR business Partner. the organisations who service them. The impact on the customer relationship will be profound. This keynote looks at the impact of the Early in 2011 Suzie took on the central Head of largest group of disruptive innovations on the business model for Employee Engagement & Experience role for Virgin organisations. It covers 3 distinctive trends which will change the Media which spans the wider company, ensuring that economic model dramatically over the next few years and how some all central engagement activity is current, on brand organisations are already working to adjust to the new economy. More and forward thinking in nature. In late 2012, Suzie than 2 years of research suggests the scale of the coming fundamental expanded her remit to her current role as Head of change will be unprecedented. Costs, Revenue Models Organisational Talent, Performance & Engagement. Understanding Structures, Roles & Governance will all require massive change fuelled how Virgin Media performs, and the part their people by a revolution in consumer behaviour that is bigger than the internet. play in that, is a big focus for her role. The impact of employment alone will change the nature of more than 8 million jobs. This is what happens when the largest number of Suzie holds a BA (Hons) in Human Resources Management with innovations in history hit the single customer experience. Business Law and a Post Graduate MA in Human Resource Management & Development. Before joining Virgin Media, Suzie Morris Pentel BA(Hons) MBA DBA is a leading spent 10 years within the HR field working for big brands such as designer of customer experience and an expert in J Sainsbury's and the National Health Service (NHS). customer experience strategy. He runs one of the most respected consulting businesses in the UK with a track record based on successful work for some of 10:40 Coffee the largest institutions in the world. He has been involved in the delivery of some of the most significant

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Stream 1: Victoria 1 The session will: a) Draw upon the emergence and potential importance of six pillars of Evolution of the Voice of the Customer customer experience found consistently within the service blueprint of the stand out brands. 11:00 The VOC imperative and landscape b) Explore ways in which other brands can apply best practice, Jeremy Cox, Principal Analyst - Customer Engagement, observed through the lens of the six pillars, to deliver world class Enterprise Solutions, Ovum experiences for their own customers.

Context for VoC – The CX and Innovation imperatives • The VoC Phil has led many successful CEM programs across landscape – from surveys to crowdsourcing • Core elements for VoC multiple industry sectors and geographies over the foundation and supporting technologies available today • Embedding last 15 years at Nunwood, particularly within the VoC enterprise-wide – examples from global organizations • Evaluating context of measurement and EFM systems your own VoC against a framework of key customer-adaptive deployment. Over the last five years, as a thought attributes. This presentation will look at the context that should drive leader within the business, Phil has helped Nunwood VoC programs and explains the scope of VoC which today needs to go seize the opportunity to become a global CEM way beyond tactical EFM implementations. To survive and thrive every partner for global brands who connect long term organization needs a CEO led VoC program that supports continuous shareholder value with outstanding customer service delivery. and closer engagement with customers as well as timely adaptation. We will look at examples of firms that have really taken this on board As a result of his vision, Nunwood has brought CEM strategy planning, and what they did. EFM technology, analytics, CEM talent training and remuneration services, under one roof. Jeremy leads the research and insights into CRM and its potential for spearheading adaptive business 12:00 How to make big companies behave like little companies transformation. With over 15 years’ CRM strategy Derek Eccleston, Commercial Director, eDigitalResearch development and implementation experience, on the inside and as a consultant, he is well placed to Consumer trust is becoming more and more difficult to gain, and to support enterprises on their next-generation CRM keep. It has never been more important for companies to connect journey. Having joined Ovum in July 2012, he is effectively with their customers in an age where consumers are establishing a transformative agenda for CRM, away increasingly setting the agenda via the online world and social media. from the point solutions perspective of the past. He The rise of technology is increasingly putting the consumer in control. will focus on its transformational capabilities enabling enterprises to Customers now expect to be able to access brands when they want, listen harder to customers and respond by delivering greater value and how they want via a number of different digital devices and channel a superior customer experience. choices. They want to be recognised and treated as a person, valued as an individual customer and not just as a number. They do not care how big you are, they want to be treated as if you are their only 11:20 BT Retail Case Study: From Service to Loyalty customer. Successful brands are embracing the new reality, developing Joanna Howard, General Manager, BT Retail agile, efficient and effective customer experience strategies for turning the digital age to their advantage. This session will explore how getting This session will show how BT’s new ‘Killer KPI’ proves the ROI of to know each and every customer and developing a real time customer experience improvement and harnesses the Voice of the customer action strategy can help shoppers feel like your number one Customer to power the transformation of customer service. Including: customer. Using best practice examples from well-known brands, Choosing the right VoC measures to align with business goals; Using eDigitalResearch will highlight how companies are able to delight VoC feedback, to focus business improvement How VoC can improve customers by behaving like small companies. employee engagement; The power of new sources of customer insight including social media. Derek Eccleston is a board member and Commercial Director at eDigitalResearch, joining five years ago Joanna is general manager at BT, responsible for the from a large global agency where he worked as customer service strategy of BT’s Consumer Research Director. Prior to that, Derek was client side business, covering telephone, Broadband and TV with Sony Europe. An MBA and fluent in French, services to 12m customers in the UK. She has Derek is a regular on the speaker circuit, presenting responsibility for defining goals and metrics for at both research and multichannel events on a broad customer service, the Voice of the Customer range of customer experience based topics. programme, service channel strategy and particularly social media channels including Twitter, Facebook, 12:20 Q&A YouTube and BT’s thriving customer community. Joanna has over 15 years’ management experience in telecoms, including roles in marketing, 12:30 Lunch sales, business development and regulation. For the past 7 years she has been exclusively focused on customer experience management. Stream 2: Victoria 2 Customer Engagement in Retail 11:40 The DNA of Great Customer Experiences Phil Rushfirth, Managing Director, Nunwood and Financial Services

Phil Rushfirth will lead an exploration into what makes for a great customer 11:00 Chaired by Crispin Manners, Chairman, Onva experience based upon a study that has gathered close to 1 million Crispin Manners is a recognised authority in helping brands grow by unique service assessments across brands in the UK, USA and Australia. engaging directly with customers and employees to harness the power of Word-of-Mouth., Crispin has developed a breakthrough

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methodology for increasing the recommendability of Specialties: products, services or brands. He is the architect of Accredited Performance Coach the UK first in consumer engagement developed for Advanced Leadership – Leadership programme run in conjunction with the Simple beauty brand, launched in April 2007 SRS associates and Manchester Business School. which won the inaugural Web 2.0 award from the Penny Ferguson Leadership for Life. PRCA in November 2007 and the Sabre Award in May 2008. He also developed a world-first in consumer engagement on Facebook for 11 Unilever 11:40 Lloyds Bank Case Study: Effective Root Cause Analysis brands in October 2011. for Business and Regulatory Success Martin Dodd, Customer Services Director, Lloyds Banking Group He has taken the Net Promoter Score (NPS)* – the world-class metric developed by Bain & Company and Satmetrix, that identifies the An introduction to Effective RCA • Knowing what your customer wants recommendability of a product, service or brand – and adapted it to • Understanding the impact on colleagues and the business • Using become an invaluable foundation for improvement, innovation and RCA to identify where customer needs are not being met • Fixing what growth. He has embedded NPS as the foundation research technique is broken • Measuring the improvements and benefits • Holding the for Onva’s customer and employee engagement methodology. And, he Gain Understanding what your customer wants is ultimately the key to is one of the leading exponents of Net Promoter in the UK. delivering a world class customer service as it allows you to build your business around your customer’s key moments of truth. Effective Root 11:00 LV= Case Study: Put People First to Prosper Cause Analysis enables a business to pinpoint where customer Peter Sinden, Director of Sales and Service, LV= expectations are not being met or where there is a business risk in order to rectify these through a rolling programme of change delivery Peter will share how he has led his team to great success as LV= shot and to make sure that the benefits are realised and sustained. This from the UK’s 12th to the 3rd largest car insurer. At LV= we recognise ensures that the right outcome for the customer is achieved faster and that our people are essential to the success of our business. They are customer experience is improved. advocates of our brand and our values and we listen to them every step of the way. In turn they deliver outstanding customer satisfaction Since joining Lloyds Bank in 1987, Martin has held a scores and cost effective improvements. It’s all about being ‘Sharp variety of roles giving him a breadth of skills and with a heart’. experience across Lloyds Banking Group. He has had several roles in the Retail Network from frontline Peter is an experienced leader who is passionate branch based up to Regional Director level, where he about his colleagues and customers. He spent 25 took Eastern Region from bottom nationally in Q3 years with Lloyds TSB, the last five running their 2008 to top nationally on sales and income measures Direct Insurance business, then followed his by the end of 2009. Martin led Operational Service enthusiasm for developing customer experience and Centres and then moved into Head Office to become the Head of moved to LV= in 2005. Here he has led his team to Customer Service followed by the Customer Service Director for UKRB. great success as LV= shot from the UK’s 12th to the Martin then moved into Telephone Banking as Operations Director and 3rd largest car insurer. later Strategy Director. Martin was appointed as Group Customer Services Director in September 2010, where he is in the process of Among the high points have been winning the much prized European transforming Complaint handling across Lloyds Banking Group. Call Centre and Customer Service award for Best Customer Service three years running and the Customer Contact Association Global Excellence award for Great Places to Work two years in a row. These 12:00 Easier said than done? Just how effortless can achievements undoubtedly helped LV win insurer of the year at the self-service become? British Insurance Times Awards last year. Sebastian Reeve, Director Product Management & Marketing EMEA, Nuance Peter passionately believes in LV’s ‘virtuous circle’: that by putting colleagues first, customer satisfaction soars and with loyal customers- Today’s consumers are being exposed to an ever increasing number of profits flow. This winning formula has collected 13 additions to his technologies in their daily lives which are continually changing their trophy cabinet in the last 12 months and the ‘sharp with a heart expectations with regards the effort needed to get things done. This mutual’ has returned to healthy profits. Peter was embarrassed session explores through case studies how leading Finance and Retail recently as he was crowned as the CCA’s Director of the year in 2012. organisations are using those changed consumer expectations to deliver best-in-class customer service experiences. 11:20 Argos Case Study Perry Price, Head of Customer Operations, Argos Seb has 15 years of experience in the customer service industry having held a variety of UK and Perry has a broad retail background from starting in EMEA-wide technical, sales and marketing positions food as a graduate, various Store Management roles in both systems integrators and software vendors. in Home Improvement and now currently in Argos as the Retail Operations Manager. Perry successfully In his current role at Nuance, he is responsible for developed multi function operations within high profile defining and evangelizing the Enterprise customer and challenging retail environments including Central care strategy across Europe, the Middle-East and London. Broad and innovative with a dynamic Africa – sharing how companies can create extraordinary automated leadership style with a proven track record of high experiences which their customers opt-in to. performance through excellent engagement of the team. 12:20 Q&A At Argos Perry has central responsibility for all store operations both Front and Back of house. Accountable for both the stores customer 12:30 Lunch strategy and store supply chain development.

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WORKSHOP - Victoria 2 Anija is the Head of Training and Quality for Lebara, and has eight years experience in Training and Development across global corporations. During her 12:45 ‘Is aiming for superior service really worth it?’ three years at Lebara she has been instrumental in -13:15 ….Hear from the winners of the 2013 Contact Centre designing and aligning the training and quality function World Awards to Lebara’s customer experience, cultivating a cult-like Mike Havard, Summit Chairman, Director, Ember Services culture that is focused purely on the experience. Les Blacker, Site Director, HGS Preston (home to the award Through recruitment, cultural induction, training & winning TalkTalk Retention and Loyalty Centre of Excellence) development, social media and quality she has created initiatives that boost employee motivation. This has delivered innovative experiences Several organisations aim to stand out with ‘wow’ service and invest to retain customers and staff resulting in three Customer Service heavily to achieve this position of service excellence (or at least many Training Awards as well as 10 further Awards including Peer Awards try to), whilst others just expect a perfunctory service experience and for Customer Service 2013. prefer instead to compete on other dimensions of their proposition beyond the customer service. Who is right? What real value can be 13:55 Nationwide Case Study: the view from both lenses generated by service excellence? Are the financial rewards worth the Amanda Reynolds, Head of Employee and Customer financial outlay often associated with superior performance? In this Engagement, Nationwide BS short, sharp lunchtime session you can get involved in the debate, hear from other leading brands on their perspective and experiences Amanda talks through seeing the customer feedback and employee and leave with a clearer view on the potential value of service as a feedback as a mechanism for drivers for change. Hear how she has differentiator. led a customer focused culture and linked the customer and employee experiences to improve overall satisfaction. Les has over 20 years of experience in the customer management industry delivering highly successful Keynote speaker at leading conferences on Customer customer engagement programmes for reputed Services/Experience and Employee Engagement. brands in the UK. Currently the Head of HGS’ Amanda is bi- lingual and lived in Paris and Cork in Retention Centre of Excellence in Preston, Les addition to working across the globe on transformational spearheads the centre’s retention and loyalty projects. Amanda has worked within the Customer operations for our flagship client, TalkTalk. Under his Services Industry for over 20 years. She is passionate leadership, the centre has achieved several about building a commercially focused service offering, recognitions including the ‘Best Mid-sized Contact Centre’ at the 2013 improving satisfaction for both customers and Contact Center World Awards and a special recommendation at the employees across branch, phone and web. Amanda has the perfect 2013 North West Contact Center Awards. combination of operations management, people and change expertise, management consultancy and insight and analytical ability to make a Les has previously headed complex customer service operations for difference on the bottom line. Amanda has an exemplary track record brands such as TalkTalk, Virgin Media and Vodafone. He combines at creating award winning large customer services operational teams. operational excellence with an acumen for people engagement and has earned a name for using innovation to maintain a motivated work She is results orientated and strives to create high performing teams force and boost agent productivity. delivering exceptional performance and tangible results. Her style is collaborative and she is equally comfortable influencing Exco/board members as she is engaging with the front-line workforce. Stream 1: Victoria 1 Customer Engagement in Contact Centres 14:20 Customer Engagement – getting the technology foundations right Conrad Simpson, Director, Interactive Intelligence 13:30 Lebara Case Study: European Call Centre of the Year, 2012 & 2013, Peer Awards Customer Service Winner 2013 Contact Centres are never far from consumer and media commentary Matt Kemp, Director of Customer Services, Lebara - as customers evolve from Generation X and as consumer technology Anija Obmann, Head of Training, Lebara gets more powerful this is likely to increase. Conrad will use real life customer examples to examine how customer care organisations can Lebara's customer services director discusses Lebara's award winning avoid the common technology challenges. He will show how his story on defining a brand by moving from service to experience. customers use technology to avoid silo's, drive operational efficiency, deal with new channels and gain real insight to understand customer Matt is the Director of Customer Services for Lebara, journeys. responsible for delivering exceptional experiences to over 3.5m customers in eight countries. By focusing Conrad has seen customer care evolve from its on improving the loyalty and advocacy of both earliest beginnings to the complex environment of employees and customers he has led Lebara to win today. Primarily focussed in the highly regulated 13 prestigious customer service awards culminating Financial Services and Mobile sectors he has helped in “Best Large Contact Centre” at the European Call many businesses (large and small) design and deliver Centre awards and Peer Awards for Customer their customer care strategies. Described as a Service 2013. practitioner rather than a theorist Conrad has worked He has over fifteen years experience in contact centre management with many of the leading suppliers in the customer across multiple industries, ranging in scale from 50 to 1000+ seats. care space in both the infrastructure and applications arenas. In his During his four years at Lebara he has implemented a full current role at Interactive Intelligence he is primarily helping his transformation programme of both the culture and operation within customers remove unnecessary complexity and cost as they face the Customer Services, successfully managing the integration of state-of- new challenges in customer care such as social networks, multimedia the-art Contact Centre technology and reporting suites. and cloud computing based approaches.

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14:45 Q&A Chaired by Duncan White, MD, Handshake In November 2005, Gerard moved internally within Whitbread taking up Duncan White, MD, Horizon2 the role of Marketing Director for Premier Inn, the UK’s largest hotel brand with currently c650 hotels /over 50,000 rooms. Rebranding the Duncan has worked in the customer contact industry then Premier Travel Inn business to Premier Inn and launching the for more than 15 years, helping organisations to brand on television, utilising Lenny Henry, have been instrumental in improve performance through the understanding and Premier Inn becoming the leading hotel brand in the UK. application of behavioural science. He is the co- founder and current Managing Director of both In April 2008, Gerard was appointed Sales & Marketing Director of horizon2 and Handshake, two companies that are Whitbread Hotels and Restaurants, with responsibility for both the working to improve the way that companies engage Premier Inn brand and Whitbread’s restaurant brands. In December with customers for mutual benefit. 2012, Gerard moved from hotels into the cruise sector joining Carnival UK as Chief Commercial Officer with responsibility for the commercial performance of the P&O Cruises (UK) and Cunard Line brands. Stream 2: Victoria 2 Employee & Customer Engagement Prior to joining Carnival UK as Insight Director in July 2013, Jeremy Tait spent half his career in Retail, 13:30 Evidence of the linkages between employee working for companies such as Tesco and Marks & engagement and performance Spencer, and the other half in Financial Services, with Bruce Rayton, Author of 'Nailing the Evidence', MBA Director, his last role being the Insight and Proposition University of Bath Development Director at Direct Line Group as it separated from RBS and listed through an IPO. Bruce will discuss some of the evidence connecting engagement and performance, including some findings emerging from work he has The common thread between Jeremy’s roles is a customer focused, produced with colleagues at the University of Bath School of independent and analytical approach. He has developed customer Management since the publication of the report he wrote for the segmentation models for several businesses as a platform for customer Nailing the Evidence subgroup of Engage for Success 12 months ago. orientated action and implemented data strategies to improve targeted marketing and deliver significant value. Jeremy is now building Carnival My research sits at the interface between strategic UK’s insight capability to deliver compelling, challenging and human resource management, corporate social commercial Consumer, Market and Competitor insight that drives responsibility and economics. My most recent work business decisions and puts the customer at the heart of the business. focuses on links between internal & external CSR, employee attitudes, HR practices and organizational 14:20 Lego Case Study, “’The Learning Curve’ performance. I am particularly interested in the key - The evolution of LEGO service from 2009-2013 linking role engagement plays in the delivery of the Sophie Patrikios, Senior Director Customer Service, Lego performance benefits of organizational practices. How a relentless focus on performance can ruin your results, and how Specialties: Strategy. Strategic human resource management. to recover. Employee engagement. Organizational commitment. Labor economics. People management. Economics. Statistical analysis. Sophie Patrikios has been Senior Director of LEGO Consumer Services for five years, running four (soon 13:55 Carnival UK Case Study: Engaging our people & to be five) multi-lingual contact centres in Europe, US partners to ridiculously exceed customer expectations and Asia. She has previously worked for Mars Gerard Tempest, Chief Commercial Officer, Carnival UK Confectionery and The Walt Disney Company and is Jeremy Tait, Insight Director, Carnival UK unashamed of picking her employer based on the appeal of the freebies. Since joining Carnival UK in December 2012 as Chief Commercial Officer Gerard Tempest has been developing a customer centric 14:45 Q&A Chaired by Paul Smedley, Founder and Chair commercial strategy. With 175 years of heritage, P&O Cruises and Professional Planning Forum Cunard are leading brands in the increasingly competitive UK cruise Paul Smedley, Founder and Chair, Professional industry. Together with Insight Director Jeremy Tait, Gerard will take us Planning Forum through the key strategic issues that he identified and how he is leading the business in a programme of change that is founded on Paul drives the strategic development of the Planning customer insight. He will reflect on the challenges he has faced in Forum’s professionalism agenda and best practice investing in capability, building confidence and engaging the entire programmes, the highly successful ‘Customer business and trade partners to develop brands customers love and Strategy & Planning’ annual conference and the holidays they desire. prestigious Customer Contact Innovation Awards. He also champions our current work on both Customer Growing up in Yorkshire, Gerard completed his Strategy and on Customer Quality Management. degree in Portsmouth and has spent his career to date in the travel industry in a number of sales & Paul established the training, best practice, membership and awards marketing positions. With a keen interest in programmes of the Planning Forum in 2000. A member of the Institute developing powerful brands for commercial success, of Directors, the Institute of Direct Marketing and the OR Society, and in 2000 Gerard became Director of Marketing for in 2010 he was awarded the prestigious Lifetime Achievement Award Thistle Hotels, where he established the brand as the at the European Call Centre and Customer Service Awards, following leading domestic full service hotel brand in the UK. nomination by his industry peers. Gerard joined Whitbread in 2003 as Director of Marketing responsible for the UK & Ireland Marriott business, where one of his main 15:00 Coffee achievements was repositioning Marriott in the UK as a leisure brand.

10 Customer Engagement Summit 2013 Itinerary

Stream 1: Victoria 1 gathering feedback. The examples will include how The Cloud, a BskyB Company, has worked with diverse businesses such as Pizza Omnichannel Customer Engagement Express, Lords Cricket Club and Alton Towers to enhance the in-venue experience with innovative online integration. 15:20 Super Agent 2020: The Future of the Contact Centre in an Age of Customer Autonomy Lyndal Newman joined BskyB 2 years ago as Head of Dr. Nicola Millard, Futurologist, BT Marketing for The Cloud, the UK’s No.1 High Street WiFi provider. With over 13 years marketing As customers increasingly serve themselves and cut organisations out experience, Lyndal has worked in various technology of the conversation, do we need to completely rethink the strategy for focused organisations, including TomTom, where she customer contact? Based on UK, US and Irish research, the session worked for 5 years managing European marketing will examine the role of the contact centre, the omnichannel consumer activities and then moving to the UK to head up and the future of work in shaping the customer experience of 2020. marketing for the UK and Ireland. At The Cloud, Lyndal manages all B2B and B2C marketing to their 8 million WiFi user base. Dr Nicola Millard is a customer experience futurologist with BT. Despite working for a technology company, Nicola isn't actually a technologist and combines 16:20 A shift towards meaningful engagement psychology with futurology to try and anticipate what Darren Loveday, Product owner, Thunderhead.com might be lying around the corner for both customers and organisations (sadly, her crystal ball is currently How to build long term engagement in an omni-channel world. broken). Nicola has now worked for BT for 23 years. She has done a number of jobs around the BT Darren leads the Customer Experience consulting business, including user interface design, customer service and group within Thunderhead.com. Prior to joining business consulting. She was involved with a number of BT "firsts" Thunderhead.com Darren has accumulated including the first application of intelligent systems into BT's call significant experience in the Financial Services space centres and BT's initial experimentation with home working. spanning Personal and Commercial businesses across multiple continents and with a focus on digital and multi-touchpoint initiatives. 15:40 How to achieve Excellence for Customers Joe Goasdoué, Chief Executive, The British Quality Foundation Among his achievements in the Financial Services space Darren can include the launch of a new Direct only brand in the United States with In 2012, Manchester Business School conducted a research project HSBC Bank USA that both revolutionised the way that the business on behalf of the British Quality Foundation (BQF), the purpose of which perceived data and introduced a set of optimisation techniques aimed was to provide insights into contemporary business excellence at lowering key performance indicators such as cost per acquisition. practices to further develop understanding of what it looks and feels Darren joined Thunderhead.com in February 2012 and maintains two like and how it benefits business. Four research themes were identified driving passions; 1) put the customer at the centre of everything we do for investigation: Adding Value for Customers; Leading with Vision, and 2) simplify the complex. In his current role Darren is able to deliver Inspiration and Integrity; Succeeding through the Talent of People; and against these passions by working with Thunderhead.com clients Managing Processes with Agility. Joe will focus on Adding Value for across industry verticals to design and deliver contextual, relevant and Customers and the three topics that emerged in the research: personalised multi-touchpoint experiences for their customers. Customer Experience, Customer Effort and Customer Engagement. He will also provide highlights from the four case studies that were part of the research: Boots UK, O2, Ricoh and Siemens. 16:45 Q&A Chaired by Ben Stockman, Social Media Specialist Ben Stockman, Social Media & Business Development Joe Goasdoué is chief executive of the British Quality Specialist Foundation (BQF), a corporate membership organisation founded in 1993 by Government and Social media, marketing & business development leading businesses. It is an independent not for profit manager & speaker with strong agency & technology company and its members are leading companies experience • Superlative communicator & proficient such as Amey, AstraZeneca, BP, British Gas, BT, EDF copywriter • Managed online communities of over Energy, Fujitsu, GlaxoSmithKline, Marks & Spencer, 1.6 million both at a national and global level • Nationwide, Oracle, Siemens, Skanska, Standard Life, Founder of SXSE London, a charity digital and social VINCI, Virgin Media and Vodafone as well as public sector bodies media festival reaching an online audience of over and SMEs. 250,000 and now going into its second year • Creator of the highly successful “Lib Dem Rage” digital election Before joining the BQF, Joe was board director responsible for quality campaign in May 2010, reaching an audience of over 166,000 and customer care at International Computers Ltd and prior to that he participants & receiving national media coverage • Experienced at was at British Airways where he held a number of senior executive project management, business process improvement, event positions and was a member of the executive management committee. management. Accomplished trainer, highly experienced at business development, account & customer service management & adept at all forms of social media. 16:00 BSkyB Case Study: Using mobile to drive better cross channel engagement Lyndal Newman, Head of Marketing for The Cloud, BskyB Closing Keynote - Beatrice 1 Stage In an ever connected world, consumers are demanding new ways to engage and access content and information. This session will look at 17:05 Ben Page, Chief Executive, Ipsos MORI how changes in mobile devices and connectivity are driving enhanced 17:30 Networking Party and iPad mini draw - Beatrice 1 &2 customer experience and better ways of measuring satisfaction and

11 Customer Engagement Summit 2013 Itinerary

Stream 2: Victoria 2 16:20 Three ways to realise the transformation opportunity: Case studies from the utility and public sectors Customer Engagement in Simon Foot, Principal Consultant, Ember Services Public Sector & Utilities By referencing work with the likes of the BBC, a utility business and 15:20 Norfolk County Council Case Study: How the Merton Borough Council, Simon will describe three specific ways that continuous use of daily customer interactions helps transformation in customer management capability can be pragmatically drive service change and improvement and savings delivered. Transformation should not just be about infrastructure Joanna Hannam, Head of Customer Services and change, but about the entire customer engagement, and importantly, to Communication, Norfolk County Council realise the opportunity to transform the financials of the business. The Board’s interest will be in improving the cost base and the value derived Three years ago, faced with having to save over £140m, Norfolk from customer management, whilst mitigating the risk from the rapid County Council launched its multichannel 'big conversation' which saw changes we see in customer operations and regulatory developments over 9,000 individuals and groups shape the council's three year plan. for the multi-channel, digitally enabled world we now operate in. Since then the conversation has continued and the plan on course to Whether it is with an innovative transformational outsourcing strategy deliver. Engaging now on saving another £189m over the coming three that confronts the multi-channel future, the use of advanced speech years, the council is more sharply focused than ever on the role of analytics to understand how to drive change in customer operations, customer access, development and feedback to help it save money or how the new opportunities of digital and self-service can transform and improve customer satisfaction. the cost base and resources of a water utility, this session will not only describe the practical considerations and benefits, but also put these Joanna is Head of Customer Services and developments in the context of the wider market and consumer Communications for Norfolk County Council. She dynamics that business leaders must now address. leads an integrated service responsible for helping the council deliver frontline customer service Simon is a Principal Consultant with Ember Services improvement, transformation and efficiency objectives with 15 years’ experience, both as a transformational and meet and manage customer expectations and consultant and an industry practitioner. Simon joined satisfaction levels. Joanna has extensive experience in Ember from the UK Lottery operator, Camelot, where, working in and across the sectors to engage service as Head of Service Improvement & Development, he users, communities and other key stakeholders and helping led a transformation of contact centre operations and organisations use the customer insight gained to deliver change and spearheaded the introduction of enhanced self improvements. She has carried out a number of senior communication service delivery and digital developments. Earlier in and public affairs roles for the public and third sectors, including the his career, he spent several years working at Verint Consulting where NHS in Norfolk where she was previously Executive Director he was Head of Verint’s Performance Optimisation Practice with responsible for Health Improvement and the Campaign to Protect responsibility for their Speech Analytics solutions. He is passionate Rural England (in London and Norfolk). Joanna is an honours graduate about understanding and enhancing the customer experience whilst of the University of Liverpool and holds a postgraduate certificate of driving commercial benefit for the organisation. Education. 16:45 Q&A

15:50 ‘Voice of the Customer’ at Affinity Water Morag Kent, Lead Voice of the Customer Manager, Affinity Water Closing Keynote - Beatrice 1 Stage

Thought water companies didn’t ‘do’ customer experience? Think again. 17:05 Ben Page, Chief Executive, Ipsos MORI At Affinity Water there is a comprehensive Voice of the Customer and Employee programme running, designed to collect, analyse and act on Ben Page is Chief Executive of Ipsos MORI. He joined customer feedback in real time. This case study will cover the various MORI in 1987 after graduating from Oxford University methods Affinity Water employ to make the most of their customers’ in 1986, and was one of the leaders of its first comments; from motivational gold dust straight from the customer’s management buyout in 2000. A frequent writer and mouth, through to pain points uncovering previously hidden issues. speaker on leadership and performance Find out how to strike the balance between qualitative and quantitative management, he has directed hundreds of surveys information, and how to bring your people with you along the way. examining service delivery, customer care and communications. From 1987-1992 Ben worked in our As lead for Voice of the Customer projects at Affinity private sector business on corporate reputation and consumer Water, Morag is an expert in understanding the need research, working for companies like Shell, BAE Systems, Sky TV and for timely, relevant and cost effective customer IBM. Since 1992 he has worked closely with both Conservative and feedback. With over 13 years’ Marketing experience Labour ministers and senior policy makers across government, leading in Financial Services, Publishing and now Utilities, on work for Downing Street, the Cabinet Office, the Home Office and she’s spent the last 5 years within a Customer the Department of Health, as well as a wide range of local authorities Relations department, balancing commercial and NHS Trusts. Ben is currently on advisory groups at the CBI, demands with a keen eye on customer satisfaction. Design Council, Kings Fund, Institute of Public Policy Research (IPPR), Morag believes brands are largely created through the customer and the Social Market Foundation (SMF). He is absolutely committed experience and that it is vital companies leverage the power to ensuring survey research makes a difference for decision makers. consumers hold. Affinity Water use customer feedback as a key Named one of the "100 most influential people in the public sector" by strategic tool to ‘compete’ with their water company peers, improving the Guardian, and one of the 50 "most influential" by both Local their processes and assisting staff development. They were the first Government Chronicle and the Health Service Journal, he is a winner water company in the UK to use SMS for customer feedback and to of a British Market Research Association (BMRA) award and a 2005 employ NPS. Morag also lead the recent rebrand from Veolia Water to Market Research Society (MRS) medal. Affinity Water, creating a new name and brand through consultation with customers and internal teams which reflects the customer centric 17:30 Networking Party and iPad mini draw ethos at Affinity Water. - Beatrice 1 &2

12 Customer Engagement Summit 2013 Sponsors

Brand Biology is a leading-edge brand experience to be seen – what it wants people to think and to and behavioural change consultancy delivering feel about the organisation and everyone in it. This brand activation through people. Simply put, by relies on everyone having the mindset, skills and bringing brands to life, our programmes transform motivation to deliver the experience – from the way workplace behaviours and make corporate cultures managers role model, lead and coach their staff to more people-centric by winning hearts and minds, the way employees deliver customer service and improving performance and delivering solid the way it sells its products and services. business results. Today, we work with national and multinational organisations across the UK and We ensure that everyone delivers the brand Ireland, Europe, the Middle East, and the Americas. ambition - from top to bottom, whatever the situation. We deliver brand-driven behavioural change throughout each client’s organisation, enabling everyone within it to deliver the desired brand Contact Jill Dean, Brand Biology’s CEO, on experience to everyone they come in contact with, T: +44 (0) 117 922 1500 including customers, suppliers and colleagues. www.brandbiology.com That experience is defined by how the client wants

Confirmit enables organisations to develop and integrate it with financial and operational data to implement Voice of the Customer, Employee generate powerful insight, and take action that will Engagement and Market Research programmes deliver effective business change and create that deliver insight and drive business change. competitive advantage. Confirmit has 350 Confirmit’s clients create multi-channel, multi-lingual employees and is headquartered in Oslo, with feedback and research programmes that engage offices around the world. customers, empower employees, deliver a compelling respondent experience, and provide high Return on Investment. T: +44 (0) 20 3053 9333 F: +44 (0) 20 3053 9334 Confirmit’s customer engagement model provides E: [email protected] the power to listen to the Voice of the Customer, www.confirmit.com

eDigitalResearch are insight specialists with an not only offer digital research expertise and insight expertise in multichannel touch points. We help support, but innovative technology that works businesses to grow by providing bespoke insight seamlessly with your data and systems, allowing us programmes designed with passionate researchers, to offer flexible partnership options and creating an technical specialists and graphic designers all under insight solution that fits your business needs. one roof.

We work closely with clients to deliver a range of T: 01489 772920 insight solutions including Customer Experience E: [email protected] Management, Voice of the Customer feedback and www.edigitalresearch.com Multichannel consumer insight. eDigitalResearch

13 Customer Engagement Summit 2013 Sponsors

Ember is a strategic customer management • Defining the value and cost of the premium consultancy that uses forensic benchmarking, service proposition for an international brand, financial analytics and operational performance and advising on profit-enhancing change. reviews to align cost and value in the customer • Applying customer interaction analytics to help management operations of its clients. We take an a major charity understand its members and unashamedly pragmatic and financial approach to reduce the cost of serving them. every project we undertake. • Supporting the procurement of a transformational outsourcing initiative that has Our team has an unparalleled track record in delivered a £220 million cost saving. transforming customer management strategy and • Programme directed the fast-track refresh of an operations. We have worked across all sectors and entire customer management telephony, CRM and with leading brands worldwide to shape and operational capability for a leading logistics firm. improve their performance. Recent assignments demonstrate our commitment Contact us to find out how we can help you to robust, commercial thinking: maximise your financial performance. T: +44 (0)207 871 9797 • Developing a digital strategy for a major UK utility, E: [email protected] reinforced by a fully-costed business case. www.emberservices.com

Networking Party Sponsor

HGS is a world leader in Customer Relationship and interactions a day across multiple channels and in Business Process Management, with a global 14 languages. Our clients include some of UK’s footprint across Europe, North America, Latin most reputable brands including Unilever, TalkTalk, America, Asia and Africa. In the UK HGS is a leader Kimberly Clark, Virgin, the Department for Business in transformational outsourcing providing Innovation & Skills and the Department for Energy & businesses with innovative solutions to manage Climate Change. their customer contact and drive efficiency across their customer service and sales operations. We For more info, contact: [email protected] operate over 1500 seats from three contact centres or call T: +44 (0) 845 194 9295 in the UK and four on the European subcontinent. www.teamhgs.com In Europe we handle in excess of 50,000 customer

Interactive Intelligence is a global provider of systems. Founded in 1994 and backed by more contact centre, unified communications, and than 5,000 customers worldwide, Interactive business process automation software and services Intelligence is an experienced leader in delivering designed to improve the customer experience. The customer value through its on-premise or cloud- company’s solutions, which can be deployed via the based Communications as a Service (CaaS) cloud or on-premises, are ideal for industries such solutions, both of which include software, hardware, as financial services, insurance, outsourcers, consulting, support, education and implementation. collections and utilities. At Interactive Intelligence, it’s what we do.

The company’s standards-based all-in-one Contact: Stuart Clarke – [email protected], communications software suite was designed to T: 01753 418845 eliminate the cost and complexity of multi-point

14 Customer Engagement Summit 2013 Sponsors

Nuance is reinventing the relationship between self-service solutions are available how, when and people and technology and helping organisations where customers want to engage. around the world deliver intelligent self-service solutions that adapt to the needs of people instead Contact details of the other way around. Using natural language Sebastian Reeve, understanding, speech and speaker recognition Director Product Management & Marketing and conversational technologies, Nuance solutions EMEA, Nuance simplify the way customers get what they need. [email protected] Whether via voice, web or mobile, our intelligent

Nunwood helps businesses create brilliant • Technology – Our Fizz: Experience customer experiences. Management™ platform is used worldwide to Our approach to experience management is effortlessly share feedback, manage actions and uniquely ‘full-service’. This means we help connect spread best practice. Fizz™ handles the heavy customer strategy to insight programmes, feedback lifting of experience management, allowing you to technology and frontline training. focus on breakthrough change.

• Strategy – Expert industry consultants work with • Training – Brilliant experiences are made real by you and your leadership team to define your thousands of frontline colleagues. To turn our customer vision, implement governance, manage clients’ visions into reality, last year we trained cultural change and turn journey maps into over 6000 staff at brands like Google, MetLife meaningful management tools. and Microsoft. • Insight – Drawing on our customer insight and analysis teams worldwide, we provide the tools E: [email protected] to measure, diagnose and re-design your E: [email protected] experience. Expertise ranges from real-time T: +44 (0) 845 372 0101 NPS, to text analysis and experience design. www.nunwood.com

Thunderhead.com is a global provider of customer by creating the rich relationships that great experience and enterprise engagement solutions. businesses are built on. Thunderhead.com serves Thunderhead.com’s ONE™ Engagement Cloud™ its global customer base from offices located in provides a powerful suite of SaaS solutions that North America, Europe and Asia Pacific. gives businesses the ability to communicate, collaborate and have real-time conversations with their customers and partners across all touch points Learn more a throughout their journey. The result is that E: [email protected] businesses have more power to drive revenue, @thunderheadONE brand strength, and differentiation by delivering far www.thunderhead.com beyond isolated interactions and experiences but

15 Customer Engagement Summit 2013 Exhibitors

Formed in 1994, the CCMA is the longest eGain’s customer engagement solutions power We increase revenue and profit by improving established association representing the call centre digital transformation for leading brands. Our top- business effectiveness through the close industry in the UK. We support contact centre rated cloud applications for social, mobile, web, and engagement of our clients’ customers and/or managers through providing opportunities to contact centres help clients deliver connected employees. Our approach is proven both online and network; to openly share best practice and to customer journeys in a multichannel world. offline, with organisations of all sizes. increase their skills and knowledge through specialist training. To find out more about eGain software, visit We focus on increasing loyalty and advocacy and http://www.egain.com/products/ trigger the desire to buy and then buy again through Our aim is to offer timely and impartial advice to our Headquartered in Sunnyvale, California, eGain has the various services we offer: members; to keep contact centre leaders in touch operating presence in North America, EMEA, and with changes in their industry; to provide credible APAC. 1. Engagement consulting – We help clients benchmarking information and to help individuals identify the optimum way to encourage customers maintain an awareness of the latest trends and To learn more about us, and employees to become fully engaged developments. visit www.eGain.com or call our offices: 2. Engagement Audits – We produce a +1-800-821-4358 (USA) benchmark of the current status of customer/ The Associations board is made up of call centre +44-(0)-1753-464646 (EMEA), or employee advocacy and how this can be improved professionals who work full time in the industry and +91-(0)-20-6608-9200 (APAC). profitably give up their time voluntarily to support the 3. Listening Labs – Drawing on the results of our association and its members. Contact Details engagement audits, these workshops produce Name: Paul Wright customer/employee priorities for action T: +44 (0)844 8000623 T: +44 1753 464609 4. Word of Mouth and social advocacy – E: [email protected] E: [email protected] we capitalise on the fact that we live in the www.ccma.org.uk www.egain.com recommendation generation. Our work triggers the www.ukcontactcentreawards.co.uk desire to recommend on a repetitive basis by treating customers and employees as exclusive advisers both offline and via social channels.

If you'd like Onva to help your business grow then please call us on 0208 224 7973 or email Crispin Manners at [email protected]

Ovum provides clients with independent and An independent industry body established in 2000, The Peer Awards for Excellence celebrate innovative objective analysis that enables them to make better we promote best practice and effective planning in ideas that make a real difference in business or for business and technology decisions. customer contact operations. We work in all sectors the community. And they work very differently from to provide strategic advice and best practice most other awards. With access to Ovum’s research and support from support for managers and to offer specialist training best-in-class analyst and consulting teams, and accreditation for planning and analysis. All finalists appear in The Independent companies can turn analysis and insight into action. newspaper Our aim is to make our clients’ planning more Facilitating nine communities of best practice, which All the finalists feature in a special supplement in The effective, and to help them identify and assess can be accessed from the buttons to the left of this Independent newspaper. Everyone gets relevant business opportunities. We don’t just advise webpage, our aims are to:- acknowledged and celebrated on a national our clients: we collaborate with them to help them • Establish professionalism in planning and analysis platform, whether they win an award or not. exploit these opportunities and to turn them into across all customer contact operations. business results. At the heart of our approach is our • Promote best practice benchmarking as a All finalists present at conference mission to help, to be approachable, responsive and planning methodology that every manager needs These talks are attended by fellow finalists and focused on your business issues and to provide to embrace. others, and in this way the finalists influence their pragmatic and actionable advice and • Offer year-round advice and support for our fellow finalists, and at the same time have the recommendations. members. opportunity to learn from one another’s successful • Provide specialist training, qualifications, experiences. Ovum research is based on independently audited standards and accreditation. methodologies that ensure that our clients can base • Work with industry leaders to champion the All conference participants are Peer Awards decisions on rigorous and fact-based research, needs of our members and encourage Judges rather than on unqualified and unjustified opinions. innovation. Everyone at the conference, including all the finalists The research draws upon over 400,000 interviews a themselves, is a judge with an equal vote. This year with business and technology, telecoms and The Planning Forum run the Customer Strategy and democratic way of judging an award is highly sourcing decision-makers, giving Ovum and our Planning conference, attended by over 650 senior engaging and participatory, and leads to a generally clients unparalleled insight not only into business managers, planners and analysts to be held in agreed upon set of award winners. requirements but also the technology that Warwickshire on 29 – 30 April. organisations must support. Contact Stephen Citron, Director of The Peer Awards, Contact details E: [email protected] Contact details T: 0333 123 5960 T: 0208 395 8886. www.ovum.com E: [email protected] E: [email protected] www.planningforum.co.uk

16

Customer Engagement Summit 2013

The future of social business: but not as we know it Dave Ogden gets his social media customer engagement crystal ball out and asks are Hollywood’s futuristic predictions science fiction’ or ‘science fact’?

Hollywood has often looked to the future as a addition of web chat when access to the internet subject matter for its blockbuster hits, sometimes grew. Such small adjustments had little impact to Hollywood has overestimating the technological advancements of the consumer and voice still offered the fastest and often looked to ‘the modern age’. Indeed the Blade Runner (1982) most reliable source to answer questions and depiction of 2019 might be a little premature. But, resolve issues. Vendors took the driving seat and the future as a while the physical landscape of five or six years in focussed on functionality and ease of use, almost the future is unlikely to be dominated by Ridley dictating the pace of innovation. subject matter Scott’s Spinner flying cars or replicant beings, the for its customer contact landscape may take such a Customers have the technology now futuristic form. But, the digital explosion and introduction of blockbuster hits everything ‘i’ and it’s app store drastically altered A recent study found that 57 per cent of the top ‘the face of the contact centre world as we know CEOs in the UK and Ireland believe that social it’, adding a twist to the contact story that M Night media will become the dominant form of customer Shyamalan would have been proud of. Crucially, it interaction within the next three to five years. This resulted in a shift in power, away from the futuristic image of the customer contact landscape omnipotent vendor and into the hands – and is far closer than could have been imagined, even a indeed pockets, tablets and laptops – of the few years ago, and the speed of change is drastic. everyday consumer. Now, with round the clock In fact, of these same CEOs, only 16 per cent view access to the internet, customers are driving the dynamic contact channel as the most important communication like never before and, with the way to engage with their customers today. advent of the customer experience, they’re driving the means too. Despite widespread acknowledgment of the development of this iRobot–esque detachment The old order is losing its grasp on its subjects, as from direct human interaction, with significant traditional and out-dated approaches to handling reductions forecast in telephone, face-to-face and newly empowered and tech-savvy consumers other B2C communication forms, few are taking become increasingly incompatible. The prevalence action to prepare for this rapid 265 per cent growth of review and comparison websites in this new figure in social media. digital age only serves to emphasise this empowerment, easing transition to competitors – Back to the present just a few clicks away. In this new environment, customer service – and therefore satisfaction – Much like the blockbusters of years gone by, the could not be more vital to bottom line financial form of the future often rests on a single event or success. cause to which a shift in balance is attributed. Whether it’s Neo’s final choice in the Matrix or the precog’s premonition in Minority Report, these catalysts change the course of history with huge implications for the balance of power, often moving away from ‘the establishment’. In this case, the Hollywood moment was the digital explosion and the rise of social media.

Prior to the advent of social media, the contact Dave Ogden is landscape changed very slowly. For many years, Solutions Consultant the telephone was the primary communication at Aspect Software channel, augmented by Email and the subtle

18 Customer Engagement Summit 2013

The speed of this new virtual living Forward to the future The implications of this digital explosion and subsequent rise of As social media takes this more prominent position and becomes social media can already be seen today in various examples across central to customer contact strategies, the question remains: How the business world. Organisations continue to struggle to harness do you effectively manage and incorporate social media to drive the medium’s positive capabilities, while simultaneously failing to social customer care? Indeed, the latter of these is a crucial point - appreciate and prepare for the potential negative impact it can this is not about ‘replacement’ of traditional methods - the key is have on both a company’s reputation and profitability. The shift in incorporation. power, from vendor to consumer, continues to demonstrate the importance of customer service in both these areas, with speed The proliferation of social media has highlighted the need for holding the key. companies to develop a unified ‘omnichannel’ platform, across which consumers can have a stress-free experience across all With the pace of modern life, the speed and ease-of-use of social forms of customer contact. For example, a customer may tweet a media have made it an attractive alternative to traditional methods complaint regarding their internet speed to an ISP and indicate that of contact. A removal from fears of being put on hold, or over they wish to be responded to via email while at work. The issue complex automated machines and even struggling with a foreign can then be discussed over the phone or webchat and an accented call centre advisor, have all emphasised the alluring appointment arranged for an engineer to come and fix the simplicity of social media, with consumers feeling that the public problem. This appointment can then be confirmed on the day nature of what they are saying enhances the likelihood of response. automatically via SMS.

Speed is the crucial factor when dealing with such enquiries, an One major barrier to this approach is the general business aspect that has much greater importance than past dealings with perception surround social media, viewing it primarily as a more traditional contact methods. A recent prime example of this is mechanism to ‘push’ information out to customers rather than high-street banks. A decade ago, news cycles would take around harnessing its conversational capabilities, further reinforced by two hours to pickup on issues that effect customers, like systems marketing departments’ general ownership of the medium. outages. However, two years ago, similar issues occurred with a large bank and posts were trending across Twitter within two As company purse strings begin to loosen, business directors are minutes: a 60-fold decrease in the time available to prepare beginning to recognise the importance of investment in statements and fix the issue at hand. omnichannel. This has also spread to SMEs with the development of cloud and virtualised offerings that increase the availability of The direct financial impacts of such negative PR outbursts have such technologies, providing these companies with the necessary already been demonstrated. After an unfortunate incident with an flexibility and agility to get ahead of the curve on customer contact. American airline, an irate customer released an online satirical video, which immediately went viral across social networks. After As a result of the digital revolution and the rise of social media, the just four days, the company’s stock price plummeted by 10 per ‘future of customer contact’ may be with us sooner than we cent, costing stockholders around $180million in value – a direct thought. Though not quite in keeping with Hollywood’s predictions result of the speed and far-reaching platform that these new of 2019, evidence of a significant power shift can already be mechanisms provide. observed, as vendors struggle to keep pace with rising consumer expectations and advances in the technology which they have Recent research conducted by Aspect Software highlights access to. Those who are embracing and adopting faster research companies’ poor performance in this area, across a number of and development cycles are providing their customers with the sectors. Despite the emphasis on time and speed highlighted tools to satisfy these needs and ensure they are the leaders in the above, 84 per cent of consumers who aired their frustration with a customer experience arena. Ensuring that contact strategies meet company over social media did not receive a response within the the demands of the digital age is vital to ensure success in this new hour. Investment in this area clearly isn’t high enough. consumer-driven environment.

19 TM TM Engagement Cloud TM

We make it easy for customer service, sales and marketing teams to design and deploy great experiences and customer journeys across all channels.

Creating the rich relationships that great businesses are built on.

Thunderhead.com [email protected] @ThunderheadONE Customer Engagement Summit 2013

Staying ahead of the customer curve - wearables, tablets and M2M R J Talyor takes a well informed look into the future of customer behaviour and the technologies that will continue to revolutionise the entire employee and customer engagement space

Already as 2013 draws to a close, smartphone owning a tablet1, it’s important to have a strategy for RJ.Talyor is VP of ownership for U.S. consumers has surpassed 125 both smartphones and tablets. Smartphones may mobile products at million and smartphone adoption worldwide has hit drive showrooming which creates a tremendous ExactTarget the "mobile majority”.1 While these numbers may not opportunity for competitive pricing but tablets are come as a surprise, it is important to consider that driving in-home purchases. In fact, tablet users are staying connected through mobile devices is a twice as likely to purchase an item using their device priority for consumers. But, as technology becomes than a smartphone owner.1 The difference in uses more sophisticated, mobile customer engagement highlights the need for individual strategies for each in isn't just about creating a mobile-friendly website, or order to increase business results. even about sending a mobile message to your customers. Today’s hyper-connected consumers aren’t limited to smartphones and tablets. From connected cars, Connectivity will Mobile is far more than a customer channel – it’s an connected homes, connected devices and even experience that transcends every interaction connected toothbrushes, the technology that initially continue to companies have with their customers in store, online took root in business (shipping, logistics) is evolve and and on-the-go. As marketers, we must embrace transitioning into everyday consumer use. Imagine mobile and move quickly to incorporate tactics and receiving a text message from your car when it is brands that technologies to deliver relevant 1-to-1 experiences about to overheat, is ready for an oil change, or that for every customer. powers a messages to 911 when you’ve been in an leverage this accident. Connectivity will continue to evolve and new technology If we want to keep up with consumers, we need to brands that leverage this new technology will continue focus on what’s ahead and not just hitting send. Given to lead the transformation of customer experiences. will continue to that one in three minutes spent online is now spent on a device other than PCs1, we know customers are Customers wear it well lead the on-the-go and moving from app, to email, to browser. Looking ahead, the next evolution for What’s even more fascinating is the growth of transformation of marketers will be to penetrate peer-to-peer messaging wearable technology. Wearable technology offers customer apps, creating another customer touchpoint. unprecedented engagement opportunities for marketers to connect physical activities from experiences exercising to shopping back to consumers and their You really must have an app for that smart devices, collecting and use data to create Is there an app for that? There probably should be. If highly personalised experiences. our customers are spending four out of five minutes on a smartphones engaged with app1, there’s a Consider the following points from Forrester tremendous opportunity to connect with mobile push Research, Inc. senior analyst Sarah Rotman Epps’s messaging. The conversation is no longer whether or blog post, The App Wars Come to Wearables- not to have an app or a mobile website because by Consumers will be the Winners: only choosing one, organisations run the risk of • Its estimated that worldwide wearable shipments alienating their customer base. will reach 20 to 30 million units this year. • 44% of surveyed consumers said they’d be With its broad adoption, email continues to thrive and interested in a device that could unlock their car is more often than not, the preferred channels for and house so they wouldn’t have to carry keys. 2 marketing messages. Now more than 40 percent of • 30% said they’d like a device to make media emails are opened on a mobile device (Litmus, 2013). recommendations based on their mood. Responsive design is an integral part of building, • And 29% said they’d be interested in using a maintaining and growing your customer base and device to track their child’s activity. engaging customers throughout lifecycle marketing.3 If you aren’t optimising your emails for viewing on a Mobility and connectivity will create a tremendous mobile device, you’ve already fallen behind your opportunity for brands to usher in the next generation competitors. of innovation. Today’s consumer is the most 1 comScore, Feb. 2013, connected in history, creating an opportunity for Mobile Future in Focus Customers keep taking the tablets marketers to optimise online and offline interactions 2 ExactTarget, March 2012, However, we can’t talk about the proliferation of multiple point solutions, technologies and teams to Channel Preferences mobile devices without considering the growth of deliver a true 1-to-1 experience that is relevant, builds 3 Litmus, March 2013, Email tablets. With more than 50 million consumers now customer loyalty and drives sales. Analytics

21 WHYWHY WOULDN’TWOULDN’T YOUYOU EQUIPEQUIP YYOUROUR PEOPLEPEOPLE TOTO DELIVERDELIVER ONON THETHE PROMISESPROMISES YOURYOUR BRANDBRAND MAKES?MAKES?

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1 “Merging“Merging PromisePrroomise and and Experience: ThThee BrandedBranded CustomerCustomer ExperienceExperience Benchmark”Benchmark” Report,Report, TheThe CharteredChartered InstituteInstitute of Marketing,Marketing, in associaassociationtion with LipLippincott.pincott.

WWantant toto find out mormore?e? Visit wwww.brandbiology.comww.brandbiology.com or ccontactontact Jill Dean, BrandBrand Biology’sBiology’s CEO,CEO, on +44 (0) 117 922 1500 Customer Engagement Summit 2013

Transformational outsourcing How transformational outsourcing has boosted TalkTalk’s retention performance and balance sheet.

How asset reallocation and outcomes-based contracting can boost your performance and your balance sheet.

In July 2012 the UK telco giant, TalkTalk, transferred management of its contact centre operation in Preston Lancashire, along with its staff, to the company’s outsourced service provider, HGS.

The aim was to establish Preston as a centre of area. “In the telco industry, what was once a excellence for Customer Retention, relying on numbers game has become a value game,” says expertise developed within the partnership over the HGS’ CEO UK & Europe, Charles Cooper Driver. Creating a past three years. Almost a year and a half later, the “Yesterday’s objective was to add customers rapidly. retention centre deal is bearing fruit. The centre is delivering retention Today’s is to hold on to those you have by delivering rates of over 90% at a significantly lower cost-per- exceptional service and to maximise their value of excellence customer and is also contributing to revenue growth through cross and upselling.” by cross selling TalkTalk TV alongside phone services. with a trusted It’s an excellent example of the success potential of a provider that had growing outsourcing trend, in which the contact A logical step centre’s human and physical infrastructure are Given this pressing business imperative, creating a proven skills in transferred from the client to the outsourcer with an retention centre of excellence with a trusted provider expectation of transformational change. We’ll take a that had proven skills in that area was a logical step that area was a look at the progress TalkTalk has made with HGS and for TalkTalk. The decision to hand over its contact logical step for consider the future for deals of this nature. centre assets as part of the deal was, however, entirely new, but has proved valuable. “By putting TalkTalk TalkTalk’s decision to transfer its Preston operation to the contact centre in HGS’ hands we achieved an HGS was based on three years’ experience working immediate step change in customer management with HGS in its own contact centre in Chiswick in capability, as well as a real and sustainable reduction West London. During that time, the focus had been in cost,” says Andrew Crozier, TalkTalk’s retention on transferring and retaining customers from Tiscali, manager. “What’s more, the responsibility for the rival phone provider TalkTalk acquired in 2009. maintaining Preston as a state-of-the-art operation – Having worked for Tiscali for seven years, HGS with all of the investment in technology and resources understood the nature of the customer base and was that implies – now lies with HGS instead of us.” able to work with TalkTalk to develop and deliver compelling retention offers. Success here This re-allocation of assets, combined with a encouraged TalkTalk to look at a bigger opportunity commitment to transform TalkTalk’s contact centre to grasp serious advantage in a crucial business performance is, according to HGS’ Charles Cooper

23 evolution of voice of the customer February 6 2014 Customers are playing an increasingly important strategic role in the development of organisations’ services and products across channels and the Voice of The Customer is critical to the development of customer engagement strategies. Strategies around customer feedback and feeding back on feedback, closing the feedback loop, are business critical issues and the VoC marketplace is set for rapid omnichannel growth.

This Directors Forum will examine the key challenges and issues facing customer experience leaders in the evolution of their Voice of The Customer strategies as part of an overarching employee and customer engagement approach.

Venue: The Hatton, 51-53 Hatton Garden London, WC1N 8HN

Time: 09:00 – 17:00

Date: Thursday February 6th 2014

Delegates will learn: For sponsorship and promotional information contact Nick Rust on • How world class organisations are successfully implementing T: +44 (0) 1932 506500 voice of the customer and customer feedback strategies to M: +44 (0) 7968 416007 improve customer service and enhance customer loyalty E: [email protected] #engageforums • How focussing on taking a holistic view of customers can improve your customer engagement and measurement strategies and gain Engage Customers Forums are organised by competitive advantage www.engagecustomer.com • How the proliferation of customer feedback and measurement channels including social media and increasingly mobile is changing how organisations interact with their customers across those channels

• The latest trends in the relationships between organisations and Register their customers as the voice of the customer plays an increasingly pivotal role in service and product development

• The performance and profitability benefits that can accrue from http://vocdf.eventbrite.co.uk the customer insights gained from effective feedback/measurement/voice of the customer strategies

• How organisations who implement strategies that enable them to feedback positively to customers on the feedback they receive can gain market share and boost the bottom line Customer Engagement Summit 2013

Driver, a natural next step in the evolution of approach to identify the root causes of customer Transformational outsourcing. “It brings fresh hope to organisations dissatisfaction and feed them back to TalkTalk. struggling to keep pace with the investment in skills ‘Every day we are talking directly to TalkTalk’s outsourcing and technology needed to meet customers’ growing customers. The insights we gain can help improve – the advantages demands for 24-hour multi-channel service.” products and services as well as customer management in the contact centre,” says Charles • Immediate cash injection “TalkTalk was looking to make a step change, both in Cooper Driver “as TalkTalk’s business thrives, so does from ‘sale’ of assets. its retention performance and its cost base, that is ours.” Andrew Crozier agrees. “No one sends • Responsibility for asset difficult to achieve through traditional outsourcing,” more time talking to our customers than our contact maintenance and explain Charles. We were able to deliver it by taking centre agents,” he explains. “Through the contact improvement rests with over and transforming the fixed assets that, in any centre we’re hearing what customers might find outsourcer. traditional outsourcing deal, would have remained a frustrating or compelling and can take action financial encumbrance to TalkTalk. As it is, those to position ourselves more powerfully in the • Cost certainty as service assets have simply moved to our ownership and marketplace.” provision switches to been subject to a programme of change that has per-transaction pricing. transformed their performance.” Satisfaction • ‘Pay-as-you-use’ access Employees, too, can benefit. The agent team that to technology and rapid Transformational contracting transferred from TalkTalk to HGS has grown adoption of new In addition to taking over the assets, HGS has significantly. Employee satisfaction scores, monitored innovation. entered into a contract which links its own regularly, are extremely high, while 80% of employees remuneration to the achievement of agreed business say they would recommend the centre to family and • Sustained and objectives. “For TalkTalk we are driving revenue friends as a great place to work. By the same token, contractually committed through retention and cross sell activity, while seeking customer satisfaction, measured via email and IVR programme of cost out the efficiencies that are bringing operational costs surveys that ask for precise feedback about each reduction and service down over time.” In terms of retention, HGS’ interaction and agent’s performance, is ahead of target. improvement over an performance is significantly ahead of targets set at agreed time period. the point of takeover and. At the same time, the cost First time resolution is also rising. Both TalkTalk and of retention, in terms of the discounts and benefits HGS believe that the speedy and accurate resolution offered to secure the customer’s business, has also of customer issues is a key contributor to loyalty, so reduced. “We are not only holding on to more the centre measures it by capturing the Caller Line customers,” says TalkTalk’s Andrew Crozier, “we are Identification for every call and then monitoring for its doing so at a better cost. That means the strength of reoccurrence. If a second call with that CLI is our offering is being compellingly described to our received within a seven day period, it is assumed that customers by HGS agents who have excellent the customer’s issue was not resolved successfully. product knowledge based on strong training.” HGS has maintained consistently high CR7 (call repeat within 7 days) scores and its quality scores are Its partnership with HGS has clearly delivered for ahead of target at 94%. TalkTalk, but deals of this kind are not for the faint hearted. They require a significant strategic With these key performance metrics trending commitment from both parties and a willingness to positively, retention growing and operational cost collaborate over a contract term of at least five years. progressively decreasing, TalkTalk is proving the value But, for those who are prepared to ask more of of this pragmatic approach to outsourcing. outsourcing than incremental penny pinching (often Organisations that want to emulate its success will achieved by compromising quality) it offers a positive need to choose a partner carefully, looking for those way forward. Transformational contracts are based that have experience in this kind of deal and the on a shared understanding of the client’s business confidence to take a financial risk based on their objectives and customer management ambitions, ability to deliver transformation. Striking a deal will and are powered by a willingness to share financial require openness about their customer management HGS is a leading customer risk and reward. ambitions and about the strengths and weaknesses management organisation of the assets they plan to transfer. Only then can an with operations in the UK They also foster intelligence gathering and agreement be struck that is fair to both parties and and Europe and 51 collaboration that drives mutual benefit. In its work has the potential for success. The time to start that locations worldwide. for TalkTalk, HGS is using an analytics driven search is now. www.teamhgs.com

25 www.engagecustomer.com Organisers of the Customer Engagement Summit

Showing how customer and employee engagement can drive performance and profitability

Providing insights, best practice, news, networking and more for customer and employee professionals

Engage now at:

www.engagecustomer.com @engagecustomer #engageces Customer Engagement Summit 2013

Brands face ‘authenticity gap’ with customers Study reveals huge disconnect between customer expectations and experience as for the first time in history customers have better technology than the organisations that serve them

New research, conducted by global communications FleishmanHillard London. “In a world where consultancy FleishmanHillard and partner Lepere customers are able to share their actual experiences Analytics, reveals a significant ‘authenticity gap’ with greater speed, visibility and impact than ever The Authenticity between UK consumers’ expectations of leading before, measuring and managing reputation – what Gap research brands and their experiences with them. This gap, those customers are saying about you, in relation to observed most acutely in the area of innovation, what you’re saying about yourself – becomes a identified nine undermines customer confidence and business business imperative. A gap between expectation and performance. experience is, at best, an opportunity to enhance fundamental reputation and confidence and, at worst, can bring a drivers of The Authenticity Gap research identified nine business to its knees.” fundamental drivers of reputation that are consistent reputation that across industries and geographies. The research The Authenticity Gap research also reveals that polled expert UK stakeholders on their expectations industry leaders meet or exceed competitors across are consistent and experiences of 160 businesses against these. all nine drivers. They also exceed – by a wide margin across industries Equivalent studies were carried out in the U.S., – the expectation that stakeholders hold for the one Germany and China. or two differentiating drivers in that category. and geographies

The Nine Fundamental Drivers of Reputation: “The more closely a company can align what it says 1. Doing Right about itself with what others are saying about it, 2. Consistent Performance across the critical reputational areas, the more lasting 3. Credible Communications confidence and momentum it can build,” said 4. Better Value Kanareck. “Ultimately, reputation isn’t just a 5. Customer Care marketing or communications challenge – it reaches 6. Innovation into the heart of how organisations are structured 7. Employee Care and operate.” 8. Community Impact 9. Care of the Environment About the Authenticity Methodology Of these nine drivers, innovation was cited by UK The Authenticity Gap research is a proprietary stakeholders as the most critical driver of a methodology for assessing authentic business company’s reputation in 75% of the industries engagement between organisations and their analysed – 60% higher than in the three other stakeholders. It has been developed by global markets – yet experience fell short of expectation in communications consultancy FleishmanHillard in 65% of cases. partnership with UK-based research firm Lepere Analytics. Field research is carried out by leading UK Despite the intensely competitive focus on specs and researchers Ipsos-MORI. constant cycle of upgrades, the largest gap between innovation expectation and experience in the UK In the UK study, 160 companies from 20 industry exists in the smartphones and the tablets and e- sectors were examined using a patent-pending readers sectors, suggesting increasingly bold claims methodology developed by Lepere for polling Expert about transformative technology are ringing hollow Stakeholders. Expert Stakeholders are customers, with consumers and undermining authentic commentators, employees, partners or opinion- engagement. The authenticity gap for smartphones formers who have a higher level of interest, was significantly more pronounced in the UK knowledge and engagement in selective categories (-24.5%) than in the U.S. (-11.1%), Germany or topics and so have greater influence with their (-16.1%) or China (-3.5%). peers. Data from these experts is forward-looking and more actionable. In only five industry sectors did the UK consumer experience of innovation actually outperform More detailed breakdowns of the UK Authenticity expectations: 1) energy (highest), 2) hotels (second), Research are available for the following sectors: 3) insurance, 4) social networks and 5) travel banking and investing; biotechnology; devices and operators. diagnostics; energy; enterprise software; gaming; Further information on home improvement; hotels; investment firms; FleishmanHillard’s “Businesses and brands can say what they like about insurance; online shopping; packaged foods; Authenticity Gap research themselves, but there is no hiding place if the pharmaceuticals; semiconductors; smartphones; and Authentic Engagement experience is out of step with the promise,” said social networks; spirits; supermarkets; tablets and Approach can be found at Richard Kanareck, managing director, e-readers; travel operators. www.centreonreputation.com

27 Customer Engagement Summit 2013

Lebara wins 2013 Customer Service Peer Award Ground breaking telecoms company pips Nationwide and EON to the post to win prestigious Customer Service Award at 2013 Peer Awards - and entries for 2014 Peer Awards are now open Peer Awards Customer Engagement finalists Lebara Award, sponsored by The Institute of Leadership and Nationwide are presenting at this Customer and Management. Engagement Summit. The Peer Awards are being increasingly recognised as the most robust and Stephen Citron, Director of the Peer Awards, said “I was independent Awards programme in the employee delighted with the strength, breadth and innovation of and customer sector. this year’s 58 shortlisted finalists. They generously shared at conference what worked well about their Entries for the 2014 are now open (see page opposite). successful initiatives, but also spoke candidly about what did not. They enthusiastically and with integrity Wolverhampton Homes were declared overall participated in the judging of their fellow finalists. The winners of the 2013 Peer Award for Excellence at a Peer Awards have been proud to provide a platform sumptuous champagne cream tea Awards Ceremony for their inspirational ideas to be aired amongst their held last month, at the London Waldorf Hilton. Their peers at conference, to a UK readership in The initiative was judged by an audience of their peers to Independent, and globally on the internet”. excel in term of impact, innovation, insight and inspiration. Direct Line Group, Ecotricity, Eversheds, First Capital Connect, Ground Construction with Middlesex The Peer Awards for Excellence celebrate real University, HC-One with Acteon, intu Chapelfield, accomplishments and innovative ideas. Finalists Nokia, Sanofi, Simplyhealth, Vodafone and presented their entries at a conference at Bank of Warwickshire County Council were also winners of America Merrill Lynch HQ building in Central London individual category or judging criteria awards. in June. For the 2014 Awards RBS will be acting as hosts for the conference finalists’ sessions. The 2014 Peer Awards for Excellence have now opened for entries. They will be judged, again by an Peers listened to talks by competing finalists and audience of peers, at the Peer Awards conference at then helped decided the winner. All the finalists were RBS HQ building in Central London at the end of June. featured in a special twelve-page supplement in the The scope of the awards is again very extensive; the 12th June Independent newspaper. Once again the Corporate Responsibility award categories are Independent will be publishing a supplement for the Challenging Perceptions, Education of the 2014 Peer Awards Community, Business Awareness for the Community, Giving to the Community, Health & Wellbeing and The Wolverhampton Homes entry Providing Sustainability & the Environment; the Customer Unemployed Tenants with Life-Changing Engagement award categories are B2B Customer Opportunities described a training project that helps Engagement, Customer Service, Mobile Customer tenants desperately trying to find work with paid Engagement, Multichannel Customer Engagement, apprenticeships and full-time jobs. Social Media Customer Engagement and Voice of the Customer. Other winners of overall Peer Awards were Michelin Tyre who’s Reaching Young Drivers – Building Road And the People & Performance award categories are Safety Awareness with Puppets (described by a peer Coaching & Mentoring, Employee Engagement, The Peer Awards judge as “Pure Genius”) won the Corporate Internal Communications, Recruitment, Talent & for Excellence Responsibility Peer Award; Redrow Homes who’s Leadership, Staff Development and Technology for Adapting Online Shopping Experience to Designing People & Performance. celebrate real New Homes (acknowledged by a peer judge for “For making a true difference to their customers”) won the There are also separate awards for the Financial accomplishments Customer Engagement Peer Award, and law firm Services, IT & Communications, Professional and innovative Reed Smith who’s Creative Reverse Mentoring Services, Public, Retail and Utilities sectors. Spreads Learning Upwards in a Business entry (a ideas judge said “An original, fantastic inspiring For further information and how to enter the 2014 programme”) won the People & Performance Peer Peer Awards see page opposite.

28 Now open for Entry All finalists speak at conference and feature in The Independent newspaper.

THE AWARDS VOTED FOR BY YOUR PEERS

The 2013 Peer Awards Ceremony at the Waldorf Hilton

Would you like acknowledgement and exposure for your success? The 2014 Customer Engagement Peer Awards categories are…

• B2B Customer Engagement • Customer Service • Mobile Customer Engagement • Multichannel Customer Engagement • Social Media Customer Engagement For Sponsorship opportunities • Voice of the Customer please contact: Nick Rust E: [email protected] Come and see us at The Peer Awards stand. T: 01932 506500 http://thepeerawards.com 020 8395 8886 M: 07968 416007 Customer Engagement Summit 2013

Why without real-time insights you will lose customers Udesh Jadnanansing looks at the business critical nature of customer data analysis in real time and contends that if you haven’t got that then your customers will leave… never to return A great many companies continue to use market Real time action research institutes that collect data through extended When relying solely on your quarterly conversion surveys in order to evaluate their websites. Every analysis to track down what went wrong, it is often quarter, a bulky Powerpoint presentation then puts too late to engage your customer in conversation. forward the collected data and analyses mishaps and The latter will by then have forgotten the details of the improvement actions. Those customers who problem and will have long found the requested encountered a problem on the website have by then service or product somewhere else. It is highly long gone to never return. Why would you risk this unlikely he will return to your website after this when current technology allows you to be right on unsatisfactory experience. track every single moment? A sophisticated Closed Loop Solution with built-in If you really want to exploit your qualitative customer escalation alerts will automatically designate data analysis, you should be able to address your problems to front desk customer service employees customers directly. However, traditional web surveys who will seek a solution together with the customer. will only show you where it went wrong when it’s This will improve your customer satisfaction rate and already too late, whereas the customer would have therefore automatically increase customer loyalty. liked help straight away. Let’s say a customer needs more information right in the middle of the online The Closed Loop Feedback solution gives the order process before going through with the customer a direct solution to his problem and is solid purchase. proof of the company's pro-active approach. Because of this excellent service, visitors with an If he receives a generic survey right after abandoning already positive customer experience will build up an the order process whose results will be analysed by even stronger positive image of your company. No good relying the management no sooner than a month later, this solely on your customer will be long gone by then. If, however, your For a business, this way of handling customer helpdesk had been able to contact the customer at feedback is likely to generate higher turnovers, quarterly the very moment he stepped out of the order stronger customer loyalty and increasing customer process, you might have created a loyal customer satisfaction. conversion for life. analysis to track As this solution allows you to address your down what went Closed loop feedback customers with much more relevant and specific When deploying a Closed Loop Feedback questions, the customer himself will find the data wrong programme you will first of all analyse the most collection process helpful and more rewarding. important stages in the customer’s online journey (in Whereas nobody wants to sacrifice precious time to your sales funnel for example) to facilitate feedback endless questionnaires with generic questions, most possibilities at these exact moments. But those are people seem to be interested in sharing specific merely the first steps to success. Companies should relevant information about a just encountered be aware that each and every form of customer problem. Even more so, if this is then followed up by feedback is a gateway to engaging in conversation an on-the-spot action. with the customer, which can then result in a better customer experience. Improved customer satisfaction The ultimate goal is to create a constant learning and We should not content ourselves with mere data improvement cycle. Your employees will be able to collection, but listen more carefully and truly learn offer direct help to customers in trouble, and your from customer feedback in order to immediately take customers provide you with crucial information on the appropriate actions. Whereas some companies where your service is failing them, which processes are getting much more aware of this and apply the do not work and where additional service is needed. actionable insights method more and more (Temkin Udesh Jadnanansing Group, 2013), there are still a lot of organisations – Needless to say this will result in increasing customer is Founder and about 80% - that do not seem properly informed on satisfaction! The times where you would ask yourself Managing Partner at the numerous advantages that the Closed Loop how to improve your customer service are long gone, Mopinion Feedback solution offers. now you can just ask them yourself.

30 2014 Events www.engagecustomer.com

Forums Customer Evolution of Voice of the Customer Engagement - 6th February Peer Awards Customer Engagement in the Retail Sector May - Finalist published - 24th April in the Independent newspaper Customer Engagement in Financial Services - 22nd May June – Finalist Social Customer Engagement Conference - 3rd July October – Awards Employee and Customer Engagement Ceremony - 18th September Customer Engagement in Telcos/Utilities - 23rd October Outsourcing TBC: Change Management Customer Services Summit 27th March, London Webinars January - Thursday 23rd Customer April - Thursday 3rd Engagement June - Thursday 5th Summit July – Thursday 10th 27th November, September – Thursday 25th Victoria Park Plaza, London December – Thursday 4th

For Sponsorship opportunities Engage now at: please contact: Nick Rust [email protected] www.engagecustomer.com T: 01932 506500 @engagecustomer M: 07968 416007 #engageces Nobody wants to be backed into a corner. We all want options. This is especially true for your customers. Options — letting your customers interact with you the way they want to, when they want to, from wherever they want to. That’s where multichannel communications comes in. Interactive Intelligence gives you the ability to route, monitor, record, and report on all media types – voice, email, web chat, fax, SMS, and social media. All-in-one. That way, your customers get choices and a consistent service experience across all channels, and you get a distinct advantage over your competition.

www.inin.com

&217$&7&(17(5‡81,),('&20081,&$7,216‡%86,1(66352&(66$8720$7,21 Cloud-based or On-premise