The 7 Fundamentals of a            Successful Customer            Experience Program            Beyond Philosophy         ...
1. Viewer Window                 2. Control PanelBeyond Philosophy © 2001 - 2012All rights reserved                       ...
Who are Beyond Philosophy?          We are pioneers in the        We work in many countries            Thought leadership ...
Some of our clients…Beyond Philosophy © 2001 - 2012                                  www.beyondphilosophy.com   4All right...
Bloomberg confirmation…Beyond Philosophy © 2001 - 2012All rights reserved                                  www.beyondphilo...
Increase in Net promoter Score: “As a result of its customer               experience efforts, NPS has improved from -10 t...
Seven fundamentals of a successful Customer Experience        program…      1.       Define the Customer Experience you ar...
Best Practice:        40 percentage points increase in Net Promoter ScoreBeyond Philosophy © 2001 - 2012All rights reserve...
Seven fundamentals of a successful Customer Experience        program…      1.       Define the Customer Experience you ar...
Senior management engagement           Realise that they don’t know           what they are talking about!           Be op...
Investing in Customer Experience pays off dividends…        Literally!                Source: http://cfigroup.com/download...
C-level Executives Need to Embrace the Customer        Experience           Investors hate risk            • strong custom...
Employee engagement         Communications         Training         Customer Experience team         Engagement in experie...
Seven fundamentals of a successful Customer Experience        program…      1.       Define the Customer Experience you ar...
Human being              We see things                                                                                    ...
A Customer Experience is made up of all these        aspects…                                  Experience                 ...
Most organization are one dimensional                              Experience                                             ...
How do we know which emotions drive business          value?                                                2 years of bas...
Credit card company example…1         Getting a Card        2          Using my Card          3    Servicing my Account4  ...
Seven fundamentals of a successful Customer Experience        program…      1.       Define the Customer Experience you ar...
Organizations are obsessed with fixing the basics    Question: Which of the    following elements describe              Fi...
22
Priority Order of the Attributes          (Combined desirability and current value)           Desired by Customer   Effect...
Seven fundamentals of a successful Customer Experience        program…      1.       Define the Customer Experience you ar...
Yet, are businesses operationalizing emotions?           Do you use customer journey         Have you defined what emotion...
Cognitive                                                                                                                 ...
Seven fundamentals of a successful Customer Experience        program…      1.       Define the Customer Experience you ar...
Who owns the Customer Experience?                                                    CEO                                  ...
Five Stages of                 Organizational Customer Experience Journey                                                 ...
Seven fundamentals of a successful Customer Experience        program…      1.       Define the Customer Experience you ar...
Beyond Philosophy © 2001 - 2012All rights reserved                                  www.beyondphilosophy.com   31
Seven fundamentals of a successful Customer Experience        program…      1.       Define the Customer Experience you ar...
Naive to NaturalSub-conscious                     Unconscious                     Competence                     Conscious...
34
Seven fundamentals of a successful Customer Experience        program…      1.       Define the Customer Experience you ar...
Beyond Philosophy © 2001 - 2012All rights reserved                                  www.beyondphilosophy.com   36
Thank you!Colin ShawFounder & CEO@ColinShaw_CXZhecho DobrevConsultant@ZhechoDobrev     www.beyondphilosophy.com
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7 fundementals of a success ce program final

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Discover the 7 fundamentals of a successful Customer Experience program and how to go about implementing these.

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7 fundementals of a success ce program final

  1. 1. The 7 Fundamentals of a Successful Customer Experience Program Beyond Philosophy Speaker Panel : Colin Shaw, Founder & CEO Zhecho Dobrev, ConsultantBeyond Philosophy © 2001 - 2012All rights reserved www.beyondphilosophy.com 1
  2. 2. 1. Viewer Window 2. Control PanelBeyond Philosophy © 2001 - 2012All rights reserved www.beyondphilosophy.com 2
  3. 3. Who are Beyond Philosophy? We are pioneers in the We work in many countries Thought leadership is our Customer Experience is all Customer Experience across several continents differentiator. We have literally written we do! space. the books on Customer Experience. We put emphasis on the We maintain links with Evidence based consulting - emotional side of customer academia to keep us aligned we look for what really drives experience with the latest breakthroughs business valueBeyond Philosophy © 2001 - 2012 www.beyondphilosophy.com 3All rights reserved
  4. 4. Some of our clients…Beyond Philosophy © 2001 - 2012 www.beyondphilosophy.com 4All rights reserved
  5. 5. Bloomberg confirmation…Beyond Philosophy © 2001 - 2012All rights reserved www.beyondphilosophy.com 5
  6. 6. Increase in Net promoter Score: “As a result of its customer experience efforts, NPS has improved from -10 to +30” Increases shipping volume. “Maersk correlated a 4 point increase in Net Promoter Scores with a 1% increase in additional volume shipped by customers”. Training improves Net Promoter Scores in local regions. “Maersk gave regional divisions the option of putting regional customer experience councils in place. The 55 regions that have set up local councils also received a three-day training course in customer experience improvement methods. The firm then did a study comparing regions with and without a council. The result: participating local offices score 10 points higher on their NPS than those offices that opted out”.Beyond Philosophy © 2001 - 2012 www.beyondphilosophy.com 6All rights reserved
  7. 7. Seven fundamentals of a successful Customer Experience program… 1. Define the Customer Experience you are trying to deliver 2. Plan to engage the senior execs and employees 3. Embrace Customer emotions and experience psychology Customer 4. Identify what drives & destroys value in your experience Centric 5. Design a deliberate Customer Experience 6. Establishing effective governance 7. Implement new measures & remunerate against themBeyond Philosophy © 2001 - 2012 www.beyondphilosophy.com 7All rights reserved
  8. 8. Best Practice: 40 percentage points increase in Net Promoter ScoreBeyond Philosophy © 2001 - 2012All rights reserved www.beyondphilosophy.com 8
  9. 9. Seven fundamentals of a successful Customer Experience program… 1. Define the Customer Experience you are trying to deliver 2. Plan to engage the senior execs and employees 3. Embrace Customer emotions and experience psychology Customer 4. Identify what drives & destroys value in your experience Centric 5. Design a deliberate Customer Experience 6. Establishing effective governance 7. Implement new measures & remunerate against themBeyond Philosophy © 2001 - 2012 www.beyondphilosophy.com 9All rights reserved
  10. 10. Senior management engagement Realise that they don’t know what they are talking about! Be opportunistic You need to gain their respect - Don’t be a ‘yes’ person. Be enthusiastic! Show me the money!Beyond Philosophy © 2001 - 2012All rights reserved www.beyondphilosophy.com 10
  11. 11. Investing in Customer Experience pays off dividends… Literally! Source: http://cfigroup.com/downloads/Customer_Satisfaction_and_Stock_Returns_CFI_Group.pdfBeyond Philosophy © 2001 - 2012All rights reserved www.beyondphilosophy.com 11
  12. 12. C-level Executives Need to Embrace the Customer Experience Investors hate risk • strong customer retention = less risk Good CE generates superior returns • Customer satisfaction is critical for repeat business • Repeat business is usually very profitable • …as long as their loyalty comes from their satisfaction and not because prices are lowBeyond Philosophy © 2001 - 2012All rights reserved www.beyondphilosophy.com 12
  13. 13. Employee engagement Communications Training Customer Experience team Engagement in experience design IdeationBeyond Philosophy © 2001 - 2012All rights reserved www.beyondphilosophy.com 13
  14. 14. Seven fundamentals of a successful Customer Experience program… 1. Define the Customer Experience you are trying to deliver 2. Plan to engage the senior execs and employees 3. Embrace Customer emotions and experience psychology Customer 4. Identify what drives & destroys value in your experience Centric 5. Design a deliberate Customer Experience 6. Establishing effective governance 7. Implement new measures & remunerate against themBeyond Philosophy © 2001 - 2012 www.beyondphilosophy.com 14All rights reserved
  15. 15. Human being We see things We act: are made up in and things are We feel things Can be seen a certain way done to us: Emotions as rational Experience Conscious & behaviour Psychology subconsciousExperience Psychology Conscious: Recommends Customers do things Emotional ProfileNature: The need to feel safe options for me to keep the • Customers complain as– Maslow and Insurance cost of my product plan they can’t understandNurture: You should within my budget why they have broughthave insurance Subconscious: Listens to one product but you treat me and acknowledges my as 5 separate products concerns • Recommend you to others • Put phone down when waiting for you to answerBeyond Philosophy © 2001 - 2012 www.beyondphilosophy.com 15All rights reserved
  16. 16. A Customer Experience is made up of all these aspects… Experience Rational Experience Psychology Emotional Conscious Sub consciousBeyond Philosophy © 2001 - 2012 www.beyondphilosophy.com 16All rights reserved
  17. 17. Most organization are one dimensional Experience Experience Rational Rational Experience Psychology Experience Psychology Emotional Emotional Conscio us Conscio us Sub consci Sub ous consci ous Most journey mapping tools just look Beyond Philosophy looks at the rational experience and miss the at all these aspects underlying cause of an experienceBeyond Philosophy © 2001 - 2012 www.beyondphilosophy.com 17All rights reserved
  18. 18. How do we know which emotions drive business value? 2 years of baseline research with London Business School ( 2005 – 2006) identified 20 emotions clustered into 4 hidden factors and that drive/ destroy value for business.Beyond Philosophy © 2001 - 2012All rights reserved www.beyondphilosophy.com 18
  19. 19. Credit card company example…1 Getting a Card 2 Using my Card 3 Servicing my Account4 Extending my Relationship 5 Having Financial Difficulty 6 Ending my Relationship 19
  20. 20. Seven fundamentals of a successful Customer Experience program… 1. Define the Customer Experience you are trying to deliver 2. Plan to engage the senior execs and employees 3. Embrace Customer emotions and experience psychology Customer 4. Identify what drives & destroys value in your experience Centric 5. Design a deliberate Customer Experience 6. Establishing effective governance 7. Implement new measures & remunerate against themBeyond Philosophy © 2001 - 2012 www.beyondphilosophy.com 20All rights reserved
  21. 21. Organizations are obsessed with fixing the basics Question: Which of the following elements describe Fixing the Basics best the CE you are trying to deliver? 67% Source: Beyond Philosophy original research ‘Seven key ingredients for a successful Customer Experience program in Telecoms”, 2012 33% 27% 8% 8% 8% Simplicity Friendliness Delight/Wow Total Quality Positive Efficiency EmotionsBeyond Philosophy © 2001 - 2012All rights reserved www.beyondphilosophy.com 21
  22. 22. 22
  23. 23. Priority Order of the Attributes (Combined desirability and current value) Desired by Customer Effect on ValueTop Ten - 0 Relative Magnitude + Beyond Philosophy © 2001 - 2012 All rights reserved www.beyondphilosophy.com 23
  24. 24. Seven fundamentals of a successful Customer Experience program… 1. Define the Customer Experience you are trying to deliver 2. Plan to engage the senior execs and employees 3. Embrace Customer emotions and experience psychology Customer 4. Identify what drives & destroys value in your experience Centric 5. Design a deliberate Customer Experience 6. Establishing effective governance 7. Implement new measures & remunerate against themBeyond Philosophy © 2001 - 2012 www.beyondphilosophy.com 24All rights reserved
  25. 25. Yet, are businesses operationalizing emotions? Do you use customer journey Have you defined what emotions maps within your company? to evoke at certain customer touch points? 85% 70% 30% 15% Yes No Yes NoBeyond Philosophy © 2001 - 2012All rights reserved www.beyondphilosophy.com 25
  26. 26. Cognitive Dissonance Negative Emotion Points Getting the card Evaluation of offer No Recommended by a •Web search Still Exit Application Wait for confirmation interested? Awareness friend/ direct mail •Conversation with the agent Getting the card Yes Cognitive Cross sold by an agent Dissonance Yes Yes Yes Fill in enrollment forms Do you need Are you Are you No or call Company your DD and Did you Receipt of call / just about aware of the Receipt of •PP supp cards miss it? e-mail to ? waiting time? No Welcome pack •Benefit 2 Partners transferred? confirmation Peak End •Direct Debit Prospect No Rule Theory Yes No Is it all clear Call to authorise Chase: Receive to you i.e. Yes Call to book / Receive someone to act • Benefit 1 Wait Benefit 1 & DD set up tickets Statement on my behalf • Benefit 2 Benefit 2 Cards etc? No Call XXX to check Call Benefit 1 to ask Receive DD Download 3rd Call to chase the 2nd call to chase PA to call to status of Benefit 1 about membership cancellation party DD the DD book on CM’s card number letter authorisation behalf form online Wait 10 days for Fill in & Acct 2nd call to 2nd Call to XXX to Send signed Apply for a Call Benefit 1 to Receipt of a response from Disclosure & authorise check status of PP form via post or supplementary check status of card Supp card XXX via the Authorisation someone to act card fax card online post form on my behalfBeyond Philosophy © 2001 - 2012All rights reserved www.beyondphilosophy.com 26
  27. 27. Seven fundamentals of a successful Customer Experience program… 1. Define the Customer Experience you are trying to deliver 2. Plan to engage the senior execs and employees 3. Embrace Customer emotions and experience psychology Customer 4. Identify what drives & destroys value in your experience Centric 5. Design a deliberate Customer Experience 6. Establishing effective governance 7. Implement new measures & remunerate against themBeyond Philosophy © 2001 - 2012 www.beyondphilosophy.com 27All rights reserved
  28. 28. Who owns the Customer Experience? CEO (President) Independent Cross- Marketing Operations Customer Service Sales Functional CE Unit Mature Customer Customer Customer Customer approach Experience Experience Experience Experience Majority 2nd option 2nd option MinorityBeyond Philosophy © 2001 - 2012All rights reserved www.beyondphilosophy.com 28
  29. 29. Five Stages of Organizational Customer Experience Journey Natural Stage No need for Chief Customer Officer and control over departments Enlightened Stage • Chief Customer Officer • Inputs into Operational Budgets • Authority over other departments • Sets the customer measures and is • HR responsible for achievement cross-functionally: • Ops • Sets the cultural framework High End Transactional Stage • Equal authority to any of the • CE people introduced earlier on in the process functional groups - two gate entries e.g. in the design phase and • Decisions have to be signed by later on in the final testing phase the CE member • Meet the board twice a month • Veto rights • Appointments to talk to the CEO Low End Transactional Stage • Responsible for: • However: • customer measures • Dispose of limited budget • Prioritise initiatives • No authority to: • Facilitate changes • affect change in other departments Authority • Consult other department • access budgets in other departments Naïve Stage • Study Customer Expectations • Identify Problems • Analyse Cust. Feedback • Findings passed up the chain for others to act ResponsibilityBeyond Philosophy © 2001 - 2012All rights reserved www.beyondphilosophy.com 29
  30. 30. Seven fundamentals of a successful Customer Experience program… 1. Define the Customer Experience you are trying to deliver 2. Plan to engage the senior execs and employees 3. Embrace Customer emotions and experience psychology Customer 4. Identify what drives & destroys value in your experience Centric 5. Design a deliberate Customer Experience 6. Establishing effective governance 7. Implement new measures & remunerate against themBeyond Philosophy © 2001 - 2012 www.beyondphilosophy.com 30All rights reserved
  31. 31. Beyond Philosophy © 2001 - 2012All rights reserved www.beyondphilosophy.com 31
  32. 32. Seven fundamentals of a successful Customer Experience program… 1. Define the Customer Experience you are trying to deliver 2. Plan to engage the senior execs and employees 3. Embrace Customer emotions and experience psychology Customer 4. Identify what drives & destroys value in your experience Centric 5. Design a deliberate Customer Experience 6. Establishing effective governance 7. Implement new measures & remunerate against themBeyond Philosophy © 2001 - 2012 www.beyondphilosophy.com 32All rights reserved
  33. 33. Naive to NaturalSub-conscious Unconscious Competence Conscious Competence Conscious Incompetence Unconscious Incompetence 33
  34. 34. 34
  35. 35. Seven fundamentals of a successful Customer Experience program… 1. Define the Customer Experience you are trying to deliver 2. Plan to engage the senior execs and employees 3. Embrace Customer emotions and experience psychology Customer 4. Identify what drives & destroys value in your experience Centric 5. Design a deliberate Customer Experience 6. Establishing effective governance 7. Implement new measures & remunerate against themBeyond Philosophy © 2001 - 2012 www.beyondphilosophy.com 35All rights reserved
  36. 36. Beyond Philosophy © 2001 - 2012All rights reserved www.beyondphilosophy.com 36
  37. 37. Thank you!Colin ShawFounder & CEO@ColinShaw_CXZhecho DobrevConsultant@ZhechoDobrev www.beyondphilosophy.com
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