From Peer to Peer: Connect, Engage, Share, Experience
Customer Experience Forum 2009
November 20, Bern:
Continuation of the Customer Experience Fair reveals growing interest in customer experience in Switzerland.
The Customer Experience Forum – a cooperation of Swisscom and Stimmt – drew nearly 40 people into the Swisscom BrandGym.
The fabulous infrastructure and atmosphere of the BrandGym, the open minded and energetic crowd and a program fostering engagement and discussion all added up to an amazing experience.
In the morning, people could pick to learn from 15 different customer experience cases from 9 different organizations. In the afternoon they dived into discussions covering questions, challenges and topics that came up in the morning sessions.
Despite the busy schedule, there was enough room for connecting and networking, which was appreciated very much by the participants.
Short Summary (pdf, 600KB)
Who
35 CX practitioners and enthusiasts from 12 organizations - including Swisscom and Stimmt - spent the day together.
Particpating organizations
- AXA Winterthur
- Banque Cantonal Vaudoise
- Credit Suisse
- ETH Zürich
- Hochschule St. Gallen
- PricewaterhouseCoopers
- School of Design Thinking, Potsdam
- Stimmt AG
- Swisscom AG
- Swisslife
- Synesix
- Telefónica O2 UK Limited
What
CX Vernissage
Participants presented the following cases:
- Redesign of a non-life insurance - How AXA Winterthur simplified their product, processes and tools to better serve and satisfy their customers
- Metro Personal Supply Chain - How the School of Design Thinking optimized the last mile of private shopping with regard to simplicity, cost efficiency and sustainability
- Natel Be Free - How Swisscom developed the first real flatrate to all Swiss network providers
- Analysis of a booking process (by Stimmt) - How Eurocenters learned what's really important to their customers when deciding about and booking a language holiday, to improve the process from a customer perspective
- PwC Experience - How PwC tries to differentiate on customer experience and seeks to achieve this goal with a consistent code of conduct for dealing with customers as well as other employees
- Design Thinking Coaching - How HSG enables employees to not just satisfy but enthuse customers
- Business Service Team - How Swisscom improved the experience of small businesses by providing a seamless support of data communication and IT services
- Future of E-Banking (by Stimmt) - How Raiffeisen tries to grasp customers' future needs to develop a roadmap for the development of their online banking system
- Total Client Experience Strategy - How Credit Suisse designed a cross channel experience for their private banking clients based on a clear CX strategy
- Family proposition - How O2 made the life of families easier by helping them being better organized, saving time and money
- Basler Sicherheitswelt - How Basler enabled customers to touch and experience insurances
- Swisscom myWorld - How Swisscom wants to seamlessly integrate services that enable customers to experience their media on their mobile phones, computers and TVs
- Idea Board - How Swisscom Innovations wants to improve collaboration with an electronic board that offers Post It and whiteboard functionalities and more
- One Phone | Change it, Love it, Leave it - How Swisscom saved money by extensive prototyping and stopping a project that didn't create enough customer value
- Analysing and measuring the customer experience (by Stimmt) - How different methods of collecting data were used to reveal the experience chain of Hotel Seefeld's customers
Customer Experience Workshops
Based on the topics and questions raised during the morning sessions there were three workshop streams:
- Methodology - «You can't manage what you can.t measure.»
- Why are traditional market research methods not sufficient to assess Customer Experience?
- What methods are there to assess or measure Customer Experience?
- What makes the «Conception»-phase so different from other project phases?
- How can you facilitate creativity in the «Conception»-Phase?
- Organization - «You always evoke an experience in your customers - whether you manage it or not»
- How does CX enter a organization?
- How can you implement customer experience in your organization?
- What's the ideal positioning for CX teams? Change organization or individuals?
- How do you get top management involved?
- What are succes factors for implementing making an organization «CX-ready»?
- How do you organize projects and involve CX teams?
- Strategy - «It's the Experience Economy, stupid.»
- What is Customer Experience?
- Why should a company compete on CX?
- How do you convince top managment of the value of CX?
- Can you convinve an organization to be customer centric?
So what
Customer Experience champions are not that easy to find and sometimes they don't have an official role in their organization, but they exist. And once you bring them together, things really get going.
We share the same belief and vision that the time of inside out, company centric thinking is coming to an end. We heard great success stories as well as learnings from failures, but all point in the same direction: Focusing on customers' needs, expectations and behaviours and shaping your company to evoke a good customer experience is paying off. It's fun, too.
Ready to join the conversation? Connect to the Customer Experience Network and get informed about future CX events. The next opportunity to get in touch is the CEN-Xchange which takes place every first Wednesday of a month.
Want to get in touch directly?
Please contact:
Helmut Kazmaier via helmut.kazmaier@stimmt.ch or +41 44 562 10 23
or
Miriam Bleuler, Swisscom AG via miriam.bleuler@swisscom.com or +41 79 541 87 21