Jacqueline Coury, Wolters Kluwer’s ELM Solutions Senior Director, Strategic Initiatives, Enterprise Legal Management, helps to create a better end-to-end customer experience. Here, she talks about how ELM Solutions does that.
In your role, what elements of the Customer Experience do you focus on?
As the leader of Quality, I am responsible for a wide range of continuous improvement activities focused on the customer experience. Our mission is to ensure we meet or exceed expectations whenever possible. It is a broad organizational initiative in that everyone involved in the business focuses on the customer regardless of their function or role in the organization.
How is the Wolters Kluwer’s ELM Solutions customer experience different from our competitors and other software companies more broadly?
At ELM Solutions, our strategy is to be laser-focused on the customer and delight them wherever we can; from the initial sales process to delivering a quality product to servicing our customers post-launch. We are investing holistically in the customer experience - not just in the product, but in our people as well. Our continuous improvement efforts are not just words, it is what we do. Through our various interactions with our customers, we “listen” for insights about where improvements should be made and act upon them. Much of our customer feedback becomes part of our strategic plan of focus.
In terms of focusing on the customer experience and relationship, what form does that investment take? Is that more on the technology side or more in terms of increased staffing?
We continually evaluate and introduce tools to assist our teams in providing a better experience. For example, we are investing in a self-service application that will make it easier for customers to quickly get information they need. In addition, this holistic Customer Relationship Management platform provides more in-depth information to our employees about our clients’ individual infrastructure, history, cases, etc., enabling our teams to continuously improve our interactions with clients.
Can you explain what Value Mapping is and how ELM Solutions uses it?
A Value Stream Map enables us to look deeply at a given process flow, either within a function or across the organization, and evaluate if there are wasteful parts of the process from which customers receive less value. In particular, we look to the Value Stream Map to help identify opportunities to improve flow by re-engineering or eliminating unnecessary touchpoints, thus improving the customer experience through a more efficient process. By ridding ourselves of wasteful activities, we can reinvest the savings from that improvement into more meaningful customer-facing areas of the business.
What is the most important thing an enterprise B2B company can do to ensure a positive customer experience?
The most important thing any company can do is to listen to their customer. At ELM Solutions, we solicit feedback from our customers – current and new to us – as well as those who utilize another vendor. This helps us understand how we can improve and make the experience better in the future. Through Account Management conversations and Customer Support interactions, our customers educate us every day on how we can improve our products and services. In addition, we just rolled out our NPS Pulse survey, which is sent to random customers each month for direct feedback. That insight is evaluated for nuggets of information that will guide us as we move forward in our continuous improvement journey. Anytime you are trying to improve, it is important to first stop talking and listen.
What are you most proud of with respect to the ELM solutions customer experience?
Wow, to distinguish what I am most proud of is tough as there are so many areas in the organization that are on this journey. The improvements we have made in the area of Customer Support and our newly launched LegalVIEW® BillAnalyzer teams are just two. Over the last year or two, we have introduced customer-focused metrics that include capturing customer satisfaction, or CSAT, scores after each interaction, quality reviews of cases, and control metrics around the closing of tickets. Our quality reviews and CSAT metrics clearly convey that things are improving. That being said, we are never “done” and we continue to refine our approach and adjust to meet the needs of our customers.
And the BillAnalyzer team has just “knocked it out of the park.” The feedback regarding the quality of the team, combined with their focus on process and quality, has been outstanding. As we continue to grow the offering, holding onto that customer focus is the key to the team’s success, so we monitor it closely and review outcomes every week.