Wednesday, April 29, 2015

Customer Contact 2015 Europe: Webinar Recap

By Lindsey Walker
Integrated Marketing Solutions Coordinator
Frost & Sullivan

On March 18, 2015, Frost & Sullivan’s Michael DeSalles , Principal Analyst, Customer Contact, led an engaging panel discussion titled: Next Generation Customer Care: 10 Strategies in 20 Minutes. Michael was joined by Derek Williams, Chief Executive Officer of the WOW! Awards, and Dr. Phil Klaus, a leading customer experience expert and keynote speaker.  Both presenters delivered insights on how to truly focus on the customer experience. Below, are each speaker’s biggest takeaways from the webinar.

1.    Focus on the journey of your employees

Williams’ main point was the importance of focusing on employee recognition. He referenced a quote by Napoleon Bonaparte, “I can get my men to die for a ribbon, but I cannot get them to die for money.” Creating a supportive employee environment, with an actively involved leadership program, is one of Williams’ critical recommendations for supporting employees. He quoted a Gallup study that said, “a 5% Improvement to employee engagement, can add a 2% increase in sales.” This statistic gives empirical evidence of the importance employee recognition. Derek also mentioned how recognition shouldn’t be attached to reward, for it to be a successful motivator. “Good” recognition, involves a compliment that is genuine, that will motivate an employee to excel. All of these save money by reducing “employee attrition and absence.” Most organizations find this a daunting task, but once the benefits are realized, it’s important to keep the recognition program going.

2.    Explore the importance of the Customer Experience (CX) in your business

 Klaus’s insight provided another outlook on focusing on the customer experience, and capturing the true behaviors of the customer. He led with the statement that “8 out of 10 customer experience strategies are not even profitable.”  While customer experience is here to stay, sometimes gaining the support of stakeholders is a challenge. Klaus says “the business case can only be made if you make the case in terms of business, showing an ROI.” The impact of the strategy must be shown, in terms of spending and return. It’s important to learn about which process are working, and speak the language of the board you are pitching to. When asked if there are any “must-haves” in terms of processes that facilitate the customer experience programs, Klaus responded that learning about customer behavior as opposed to their intentions, is the most important measurement.

Visit  to hear more of Phil and Derek’s dynamic customer-centric strategies, in addition to their answers from the audience question and answer session!  Additionally, you can gain real world insight and experience by meeting the presenters in person at the 9th Annual Customer Contact 2015, Europe: A Frost & Sullivan Executive MindXchange on June 8-10, 2015 in Scandic Copenhagen, Denmark. Visit for more information and for instructions on registering for the event.

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