Fostering Customer-Centric Thinking at the Leadership Level - EXPERIENCE '18 John Abraham
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EXPERIENCE ‘18
Fostering Customer-Centric
Thinking at the Leadership Level
Theresa Block, Dustin More, John Abraham,
MAC Cosmetics Bloomingdale’s Medallia
The Importance of
Forming Good Habits
2
Good Customer Habits: A Role for Technology
Mobile daily vs monthly active users (DAU/MAU)
66%
48%
47%
20–23%
3
Good Customer Habits:
Frontline Rituals
Employees who review
feedback daily or weekly with 5x 50%
their teams and are recognized
more likely to more likely to say
for their work are... be promoters of they plan to stick
their company around (6 months+)
Source: Medallia Institute survey of frontline employees, 2016; n=1000.
How can we build customer-centric
habits at the leadership level?
Medallia © Copyright 2018. 5
Entering a New Era of Consumer Embedded Thinking
Theresa Block
Executive Director, Global Consumer Insights
6
The House That MAC Built
Built on makeup artistry, first of a kind brand retailer
MAC Cosmetics © Copyright 2018. 7
We Connected to People, and Built Community
MAC Cosmetics © Copyright 2018. 8
A New Era of Connectivity
At the start of our journey with Medallia!
Now we
are here!
THE POWER OF NPS LISTENING TO INSPIRING MUA AND
UNDERSTANDING THEIR VOICES LEADERS
Rich Commentary
Positive Feedback
SIMPLE FACT: Showcases Both Love
Inspires
Happy Customers = and
Raw Criticism
More Loyal Customers Pain Points
Enlightens
(opportunities!!)
MAC Cosmetics © Copyright 2018. 9
Building New Rituals at the Executive Level
Attention grabber: using push model
WEEKLY SCORECARDS MONTHLY TOPICALS QUARTERLY DEEP DIVE
MACFSS CUSTOMERSATISFACTIONU.S. &CANADAMANAGEMENTREPORT
WEEKLYSPOTLIGHT5-1-2018
STAFF SPOTLIGHT STAFFINGRATIOS…
MORECOMPLEXTHANYOUTHINK
SERVICE QUALITY STAFFING AND SPEED
• Themes in-depth
• Door by door diagnosis and synergies
• Consumer Segments in-depth
• Business outcomes and trends
HAPPYCUSTOMERS, WIN– WIN • Product enhancements
• Demand trends and opportunities
KNOW-HOW STORE ENVIRONMENT
MAC Cosmetics © Copyright 2018. 10Building New Rituals at the Executive Level
Designing for experience à experimentation and measurement
SHOPPER EYE
SURVEYS TRACKING
SHOP- BEHAVIORAL
INTERCEPTS OBSERVATION
FORMAT TYPE M B A P
NPS +0.4 -0.4 +9.2 -15.1
Store
N/C N/C +0.4 -0.6
Environment
Customer
N/C N/C +0.4 -0.7
Service
MAC Cosmetics © Copyright 2018. 11Building New Rituals at the Executive Level
Future forward
STAFFING & SERVICE MODELS BOLD DESIGN EXPERIMENTATION
CUSTOMER TYPES
CUSTOMER BEHAVIORS
CUSTOMER PREFERENCES
CUSTOMER FIRST!
MAC Cosmetics © Copyright 2018.Expanding Reach Within Your
Leadership Team
Dustin More
Operating VP, Omnichannel CX & Selling Effectiveness
1A Brief History of NPS at Bloomingdale’s
2009-2014 2014-2017
Introduction of
Our pivotal moment!
Voices App
NPS data
NPS data
becomes further
primarily used by
integrated into the
stores
corporate culture
2014 2017-2018
Bloomingdale’s © Copyright 2018. 14Effectively Engaging Different Business Units
STORES MERCHANTS COM
Find key insights not Keep a hyper-narrow Satisfy large appetite
available to their user focus for data
level
Provide individual Connect merchandise ALWAYS demonstrate
store data deep dives strategies to customer the ROI
satisfaction
Bloomingdale’s © Copyright 2018. 15Medallia Voices App: Bringing Humanity to the Data
Engages executives with the voice of the customer every day
Gives executives direct access to the voice of the customer,
allowing them to self-discover customer pain points
Adds the emotional component behind all of the numbers
On average, more than 1/3 of executives who have the app
access weekly, and about 3 times per week
Bloomingdale’s © Copyright 2018. 16TIP #1 Everyone loves recognition!
Voices: Tips to When you see a positive comment,
use the email function to celebrate
Drive Engagement successes of various business units
on a regular cadence
Bloomingdale’s © Copyright 2018. 17TIP #2 Keep the conversation alive!
Voices: Tips to Engage with executives who have
the app to keep them hooked.
Drive Engagement E.g. “I don’t know if you saw this
today, but take a look!”
Bloomingdale’s © Copyright 2018. 18What’s next: How to
get the customer’s
voice in more hands?
Bloomingdale’s © Copyright 2018. 19Q&A
Thank You!
#EXP18Medallia
Theresa Block, Dustin More, John Abraham,
MAC Cosmetics Bloomingdale’s Medallia
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