:: Voices ::

Thomson Reuters Celebrates the VIPs of Customer Experience

Customer centricity is increasingly important. Bottom line: Happy customers come from the work that employees do every day.

Customer. Commitment. Collaboration. Culture.

Four simple words that drive innovation at Thomson Reuters. While we strive to live and breathe these values every day, this past year, on October 6, they truly came alive in our North Dallas office. This was the third annual Customer Experience (CX) Day, a global celebration recognizing professionals who create great customer experiences every day. We put an innovative twist on this holiday to empower our employees to take charge of creating favorable interactions with customers.

Customer centricity is increasingly important; three in five Americans (59 percent) said they would try a new brand or company for a better service experience, according to a 2011 American Express survey. Making innovation as well as committing to a collaborative, customer-centric culture part of our DNA is a worthwhile investment.

We put an innovative twist on this holiday to empower our employees to take charge of creating favorable interactions with customers.

Recognizing that excellent customer experiences start with an essential player (each employee), the North Dallas office of Thomson Reuters treated them to the grand VIP entry—as soon as employees entered the building, they were greeted with a red carpet entrance. We planned other activities throughout the day as inspiration to keep customers at the forefront of our thinking moving forward—and to keep innovating on behalf of our customers.

Along with the grand entrance, employees from across the business participated in the interactive “I (Heart) Customers” selfie contest that brought in dozens of creative and fun entries and an estimated 10,000 impressions on social media.

The winning selfie. Despite the storms on the east coast, knowledge solutions customer service supervisor Mike Barile fought his way to work because he loves our customers.

The winning selfie. Despite the storms on the East Coast, knowledge solutions customer service supervisor Mike Barile fought his way to work because he loves our customers.

Life-size cardboard cutouts also offered a creative way to think differently. These customer representatives made appearances in conference rooms and offices to remind employees that they are always present. By seeing the “customer” in meetings, we hoped it reminded employees to ask, “How will this impact our customer and is this the best thing for them?” before any decisions were made.

To add to this goal, we encouraged employees to also attend a “meet and greet” with these customer personas, which are snapshots that represent our customers across the business units. There they could learn about the challenges of the average customer. “Personas provide us with insight so we can really know our customers and market to them in just the right way … with relevant information, right when they need it,” says Dana Hyatt, vice president of Customer Experience. “My persona friends here remind us that we are all responsible for creating the best possible experience for our customers. CX Day allows us to pause, reflect, and recommit to our brand promise.”

CX Day ended on a collaborative note as we hosted Dallas-area CX leaders from other companies. We toasted our accomplishments during a cocktail reception and heard best practices from an executive panel. Our program explored the theme of “Tackling the Big Rocks—Agility, Innovation, and Collaboration.” We learned that whether it’s Thomson Reuters, AT&T, or Capitol One, customer-centricity is at the heart of all business success.

Bottom line: happy customers come from the work that employees do every day. It’s pivotal that the staff feels empowered to take ownership of this experience no matter where they work. While CX Day is just one day on the calendar, we believe it exemplifies what truly matters to us: innovating ways to better serve our customers.


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Carrie Stout is the Director of Innovation at Thomson Reuters Tax & Accounting. With over 15 years’ experience in all aspects of innovation and new product development, she currently leads inno(...)

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