A very wire frame and crude (but effective) plan for reference of those that seek to understand and demystify the mist shroud that is the buzzword "Customer Experience"!!

1. The Simple Business Plan:
Online Customer Experience

2. BUSINESS PLAN
The Objective:
•
“The idea behind this simplistic reference document is to
provide a reference point and cut through the chatter
around the buzz words to relate to what brands can do
via simple measures to lay foundations for a strong
customer centric online experience…”
•
(I apologize in advance to the few, who will look at this and miss the heavy ideologies and complex
equations that are so foundational in talking about the concept)
The pages ahead:
• Understand why Customer Experience is important?
• Who the customer brand expect to gain by profits by – it?
A 5% reduction in& What can adefection rate can increase focussing5on95% – Bain & Company
• How to build foundations of a strong customer experience?

3. BUSINESS PLAN
Why focus on online customer experience…
A 5% reduction in the customer defection rate can increase profits by 5 – 95% – Bain & Company
Price is no longer the main reason for customer churn. They
leave due to their basic expectations not being met…
– Accenture global customer satisfaction report

4. BUSINESS PLAN
Today’s Online Customers:
How do they Shop?
What drives them? What does a brand gain from it?

5. BUSINESS PLAN
What do they want from Brands?
Continue to be Competitive and flexible

6. BUSINESS PLAN
The Baseline Challenges ?
SIMPLIFY
INFORM
SUPPORT
Customer Support
Issue Resolution SLA? ETA? CSAT?
No Evolution of Contact channels !
Inventory, Promos, Changes, Policy Interpretation
Online Help inaccuracy!!
And many more………………

7. BUSINESS PLAN
What it all boils down to…..
THE PLAN
Based on customer
expectations:
1.Simplify
2.Inform
3.Support

8. BUSINESS PLAN
The first Steps ?
SIMPLIFY INFORM SUPPORT
•Help & Support for Online Customer
Review and clean up Help section on your website
and also make it flow better. Use Hyperlinks & SEO
•Information Flow :
Establish Content Governance & Gatekeeper to
control all the sources of information flowing in
•Communication:
During key points, lack of proactive & reactive
communication with customers makes up top
irritants. Also need to adapt Communication &
Contact center Strategy to customer preferences
•Customer Experience Task force:
To connect the dots across the different silos, task
force including cross departmental leadership to
review and regularly action customer feedback
gathered through the channels & social listening.