Our Seattle Customer Experience team had the fortune to help plan and host the Customer Experience Professionals Association’s (CXPA) Local Networking Event to celebrate CX Day on Oct. 1st. This was part of an international effort by the CXPA to elevate the visibility of the importance of Customer Experience. The local CXPA organizing group is lucky to have Karyn Furstman, VP of CX for Safeco Insurance, on the committee and she generously offered to host the event at Safeco Center in downtown Seattle.
We had a great turnout with over 50 CX professionals from the Northwest region joining us from Amazon, Alaska Airlines, Safeco and Liberty Mutual Insurance, SDL, Microsoft, Tableau, and many other local CX driven companies.
The theme for the evening was Driving CX Innovation and we were joined by Curtis Kopf (Vice President of Customer Innovation, Alaska Airlines), Joe Wheeler (Executive Director of The Service Profit Chain Institute), and Kyle Hutchins (CX Practice Director at West Monroe).
Curtis discussed the process of Customer Innovation at Alaska Airlines. That focus has been paying off for Alaska – they have been rated #1 in Customer Satisfaction among traditional airlines for 6 consecutive years (J.D. Powers). His team’s goal is to drive innovation on behalf of customers and make Alaska Airlines the easiest airline to fly. Curtis’s view is that market disruptors like Apple, Amazon, Google, Netflix, Uber and Facebook are innovating rapidly and setting consumer expectations. He advocated that to drive real CX innovation you need to start with your customer and work backwards. We could not agree more.
Kyle gave a detailed preview of his research on Customer Experience in the NW. West Monroe Partners interviewed CX leaders in the Northwest and found a diverse and thriving customer centric culture. Kyle reported that some of the key themes he saw were: A strong commitment to the community, craftsmanship, & cause; Companies driven by passion first, profit second; Community of entrepreneurs and pioneers that runs deep in our region; and growth from the internet and global expansion has allowed these values to be extended beyond NW boundaries.
Joe led the group through an interactive workshop on the Innovation Radar, a tool he uses to assess CX innovation, competitiveness, and execution. This got the whole room talking as we walked through the different key metrics and assessed how we felt our own companies were performing. Joe also was able to share some great real world examples of how companies are using the tool to target the right CX innovation investments.
More information on CX Day and the CXPA is available on the CXPA website: http://www.cxday.org/. We would love for you to join us at the next event!