Customer expectations are increasing and crossing sector boundaries. Knowing your customers’ needs is key for differentiation and loyalty for most organizations. Employees need to be empowered, new business models developed and new partnerships forged. But where does CX belong in a company? How do we measure it? And more importantly, what does it take to deliver great customer experience across the entire organization? Camilla Eckerdal is Head of CX Design at one of the world’s leading Telco’s – Telia and Stefan Moritz is VP Customer Experience at one of the world’s top-ranking design and innovation consultancies – Veryday.

1. The CX-Factor
Unraveling customer experience leadership
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@milla.eckerdal @st_moritz

2. What is your context and background?
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CX Factor Hamburg
10 1.000 10.000

3. Why Customer Experience?
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4. 4
The world is more connected
and complex than ever.
Customer Experience is the next frontier for
differentiation, value creation and growth.

5. Customers are more connected, smart and demanding than ever
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Future CXpectations

6. Source of dominance and differentiation
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Customer Experience
AGE OF
MANUFACTURING
AGE OF
DISTRIBUTION
AGE OF
INFORMATION
AGE OF
CUSTOMER
1900–1960
Mass manufacturing
boosts industrial
powerhouses.
Global connections
make distribution
key.
Connected PCs
benefit those who
control information.
Empowered buyers
demand a customer
focus.
1960–1990 1990–2010 2010 – ?
Forrester. Outside In: The Power of Putting Customers at the Center of Your Business

7. 7
89% of companies expect to
compete mostly on the basis of
customer experience in 2016,
versus 36% four years ago.
Gartner Research
THECXFACTOR-UNRAVELINGCUSTOMEREXPERIENCELEADERSHIP
89%

8. 8
What is your
biggest challenge?

9. CX – Our journey
Customer Experience
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Awakening Understanding the customer Spreading the message Customer Obsession!
We need
to be more
Customer
focused

10. Together we create a customer obsessed Telia
Customer Experience
THECXFACTOR-UNRAVELINGCUSTOMEREXPERIENCELEADERSHIP
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Follow up and reward
Offer E2E customer
experience
Live and breathe
customer 24/7
Listen and act on real
customer insight
Customer Obsession

11. 11
Becoming proactive will generate the most profitable customers
Customer Experience
Sweden’s most
satisfied and loyal
customers!
Work and delivery
is customer driven
within Telia
Create the right
conditions for a
customer driven
Telia
Exceed
expectations
every time
Repare poor
experiences
Customer obsession
common goal in Sweden
Reactive Proactive

12. 12
Start small
Think BIG
Collaboration
is key
Combine bottom-up
and top-down
It’s all about real impact
(not powerpoint)
Quick wins are great
but buckle up for
the long ride
Focus energy
by supporting the convinced –
not convincing the supporters…
Six mantras to fuel and spread your passion for customer experience

13. Reflection
What inspired you the most?
How can you leverage this in your organization?
Anything concrete you can do different next week?
@milla.eckerdal @st_moritz