Every day we see more companies trying to go beyond anecdotal evidence what is the impact of proactively managing customer experience and help their executives gain internal support for key CX initiatives. That’s why our latest win at the European Customer Centricity Awards 2021 makes us extremely proud. Our joint project with global lighting leader Signify “ENABLING SMARTER CX DECISIONS AT SCALE WITH A DIGITAL CX IMPACT HUB” scored the highest in the “Customer Insight & Feedback, VoC” category. The award from the jury at ECCA comes for a second consecutive year at a crucial moment as Signify enters a new stage of their customer-centric transformation.
The event, run by ARCET Global had over 210 Entries from over 86 companies across 26 countries. After a difficult shortlisting, 123 Finalist Entries were evaluated by large panels of independent experts judges.
The European Awards saw 432 attendees turn out over the 2 days from 30 countries. Viewers were kept in suspense at the Virtual Ceremony on Thursday afternoon as the winners were announced.
How it all started
In 2019 Signify digitized their B2B CX program, driven by the changing B2B environment and customer expectations. All key aspects underwent the digital transformation – feedback collection, insights reporting and logging of improvement actions. This process unlocked an unprecedented scale and speed of customer insights.
Then the company started seeing the first signs that initial excitement was wearing off. NPS growth was slowing down, response rates on some markets were decreasing. Signify was challenged to preserve the program’s function as a genuine tool for inspiration, internal culture transformation and continuous improvement.
They needed a solution that harnesses the “collective wisdom”, already available in the data they gather – the in-depth understanding of the Voice of the Customer within unstructured text feedback and how proactive treatment of the customers’ issues through improvement initiatives increases satisfaction.
That’s why together we piloted the introduction of advanced analytics modules part of the CX Impact Hub – a tool that connects historical data about past improvements with commercial data and gives data-backed suggestions how an identified issue can be resolved in the most impactful way.
These modules became a part of a wider-reaching CX Impact project, which works with two main ingredients:
- On one hand, there’s the impact analysis or “the what”. We look back into the historical data, which we have in good quantity after the digital transformation – 105 countries are now actively measuring satisfaction and logging improvements into the platform. Then we identify which proactive improvements, undertaken by Signify executives, have had the most significant impact on customers’ Likelihood to recommend and ultimately – revenue or share of wallet
- On the other hand, there’s the driver analysis or “the why”. We look into key factors which impact customer experience and prioritise actions around them accordingly. If we find that a hygienic factor is underperforming, Signify knows they have to fix it quickly because it has a detrimental effect on customer satisfaction. However, if it has reached a certain point of saturation, improving it further will have negligible impact on customer satisfaction.
We knew that overall NPS for European markets grew with 12 pp in 2020, but the impact pilot proved that the positive effect of assigned actions is considerably larger than the NPS increase without clearly defined actions and can be considered as a driver of the overall NPS improvement. These findings led to a new, more mature cultural buy-in into the customer-centric philosophy.
The latest analytical efforts help Signify executives move to a holistic customer journey mindset and focus their efforts beyond product quality. The numbers also support their conviction to spend time not only on short-term resolutions, but also on deeper transformations. Yes, close-the-loop and short-term improvements help the company demonstrate a human face and empathise with customer issues. However, long-term strategic improvements demonstrate Signify means business and they are not afraid to turn an entire process on its head because of the customers.
About the Awards
The European Customer Centricity Awards is the ultimate gathering of Customer Centric Organisations from across Europe. This year the Program doubled in size with more best practice from more companies and countries than ever before. All of ARCET Global’s awards are Certified by the Customer Institute and the University of Chester Business School in the UK endorses their scoring model. The large panels of expert independent Judges choose winners after all entrants submit 2000 word case study and a 15 minute video presentation.
About ARCET Global
ARCET Global is a hybrid consultancy, helping organisations improve in areas that matter most to sustainable success. We make it easier for organisations to adopt global best practice through customisable services and access to the best expertise and technologies available. We’re motivated by transformational knowledge sharing and celebrating best practice. That’s why we’re the only organisation to manage an international business community fuelled by recognition programs which promote global best practice. This gives our clients a unique opportunity to learn from others and gain a platform to have their ideas recognised.