1. MARKETING ROUNDTABLE
Customer Experience, March 13, 2012
Take a Process Approach to Slipping into
1. Map out the Key Steps in your Sales and Product/Service Delivery Cycle
High Level Focus on Key Steps.
Identify the Touch Points where you contact,
connect, and communicate with your customer. 189:*;<=>)9?@=A;8BC*)
Identify WHO you make contact with Decision
Makers / Influencer / Users and others. !"#$%&'#(
%&'#($ %#"./0#$
!3(-$%&'#(
)*+&+#,#*- 1#'/.#"2
4&"5#-/*+$ 67(-3,#"$ 1#'/.#"2 ?*.3/0#
63,,7*/0&-/3*$ :00#9-&*0# ?*(-&''&-/3*$ !&2,#*-
63*.#"(&-/3*($ :05*3;'#<+# 63*C/+7"&-/3* A9<&-#(
2. Hold an Internal Workshop
4##-/*+( %0=#<7'#$ %#-$A9 B#./(/3*(
Invite and involve people from across your 1#'/.#"2
%/-#$8/(/-($$$$$$$$$$$$$$$$$ D"&/*/*+ !3(-$%#"./0#$@$
business to participate - customer-facing & back- 8&"/&-/3*($-3$ %&'#($6&''(
1#,3( E&*<3.#"
office >"<#" >*+3/*+$
!"393(&'($$$$$
?*(-&''&-/3*$@$ 4&/*-#*&*0#
Create a flip chart for each key process step that !"#(#*-&-/3*( ?,9'#,#*-&-/3*$
you are going to explore !'&*
List on each flip chart, three questions !"#$%&'()*+,'(-'./'0)12(/3)450)6746
What do you Think you know?
What do you Know what have your customers already told you.
What you know need to ask your customers?
6&9-7"#$?*97-
Brain Storm Ideas F=&-$<3$;#$-=/*5$67(-3,#"($;&*-G
Actively involve participants
Post it notes & felt markers
F=&-$<3$;#$&'"#&<2$5*3;G
Consolidate input. For each key process step, group input & prioritize.
%&'#($ %#"./0#$ F=&-$<3$;#$*##<$-3$&(5G
!"#$%&'#( !3(-$%&'#(
)*+&+#,#*- 1#'/.#"2
3. Test your Assumptions Talk with your customer
1
Dee Davey, Creative Ideas Marketing LLC, Plymouth, Michigan 48170
dee.davey@creativeideasmarketing.com, www.CreativeIdeasMarketing.com
Tele: 734 259 0060, Cell: 734 233 1513

2. MARKETING ROUNDTABLE
%&'#($ %#"./0#$
!"#$%&'#($ !3(-$%&'#($
)*+&+#,#*-$ 1#'/.#"2$
)
What do you Think you Know?
Perceptions / personal experience, observation
Gut feel
How would we want to be treated?
How have we reacted in a similar situation?
How do we think we would have reacted?
How important, do we think, this touch point is?
What do we think we are doing well / not well?
What do we think we could be doing differently?
What else?, What else?
6&9-7"#$?*97-
F=&-$<3$;#$-=/*5$67(-3,#"($;&*-G
F=&-$<3$;#$&'"#&<2$5*3;G
F=&-$<3$;#$*##<$-3$&(5G
What Do You actually Know What have customers already
told you?
Customer testimonials, surveys, conversations
- Customer Services Representatives
- Account Managers / Sales
- Help Desk Comments
- Field Engineers
- Service Technicians
- Reception
- Social Media Forums / Conversations / Reviews
What else?, What else?
Dee Davey
Creative Ideas Marketing
March 13, 2012
2
Dee Davey, Creative Ideas Marketing LLC, Plymouth, Michigan 48170
dee.davey@creativeideasmarketing.com, www.CreativeIdeasMarketing.com
Tele: 734 259 0060, Cell: 734 233 1513