On July 10 we held the last business breakfast of this season at the Franco-Russian Chamber of Commerce: “Improving Customer Experience: How to Evaluate Progress?”
Alexis Grabar, President and Co-Founder of CXB HUB, Maria Provkina, Senior Consultant and Coach at CXB HUB Russia and Elena Somova, PhD in Psychology and Certified Trainer spoke to the participants.
The breakfast began with Alexis Grabar introducing CXB HUB, the company he founded in 2017 with specialists in marketing, HR and consulting.
Alexis noted that today, ordinary marketing and advertising are not enough to promote a business; in order to achieve global goals, it is also necessary to take into account the experience of clients and employees.
According to the speaker, shared history and mutual trust are key to the success of any company. CXB HUB’s business model is based on a coaching approach in consulting, individual to each client.
Among CXB HUB clients are large enterprises such as Auchan, Leroy Merlin, Decathlon, and Nespresso.
Maria Provkina and Elena Somova introduced to the audience the latest research results on customer experience and employee experience. Statistics show that 80% of directors of large companies do not know their clients. Meanwhile, customers’ opinions and their experience in interacting with the company play a significant role in business development.
Given this, the leadership of large European firms are increasingly introducing the role of ‘customer experience director’.
Maria noted that for most clients, despite the massive automation of the services sector, human communication retains its value. The expert from CXB HUB Russia elaborated on the analysis of employee experience. It is the improvement of the experience of the employees that increases the results of the company’s activity. Maria believes that there is a direct correlation between employee satisfaction and positive customer experience.
For example, companies with satisfied customers and employees, other things being equal, receive greater profits and show a more rapid growth.
For a long time, there were certain difficulties with measuring customer experience and employee experience.
However, in recent years, KPAM has developed an effective experience analysis tool the Customer Experience Tracker.
This tool allows the management of companies to quickly assess the mood of customers and employees and identify the weaknesses of the business.
Today, the Customer Experience Tracker is used by such giants as Ikea, Nespresso and Total. According to CXB HUB experts, the improvement of the service is not possible without improving the corporate culture.
Any transformation must begin with business owners, and then cascade through the whole organisation with a training and coaching programme.
Breakfast participants were also able to get acquainted with examples of successful use of methods for analysing customer and employee experiences.
So, in 2015, the management of one large Russian bank set a goal to improve the efficiency of its employees and improve customer experience.
To this end, a comprehensive diagnosis of the activities of the bank’s divisions was carried out, and they began a strategy for further development. By the end of 2015, 90% of the bank’s employees underwent training under the guidance of experienced coaches. As a result, customer satisfaction rose to 4.8 points out of 5.
In the final part of the breakfast, Maria Provkina suggested that the participants take part in a training aimed at improving the experience of clients and employees.
In just 10 minutes of training, each participant learnt what measures need to be taken in order to increase employee satisfaction.
At the end of the breakfast, the guests of the Franco-Russian Chamber of Commerce and Industry had an open discussion forum with CXB HUB experts, share their experiences, receiving qualified expert support.
This piece was first relayed by the Franco-Russian Chamber of Commerce.