Increasing Loyalty through Customer Experience

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A talk first delivered to the Customer Experience Transformation in Retail conference in February 2014 (IQPC). Exploring the link between Customer Experience and Loyalty.

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Increasing Loyalty through Customer Experience

  1. 1. Martin Dowson Increasing Loyalty through Customer Experience
  2. 2. (c) wysz @ flickr Exceptional Experiences Driving Loyalty?
  3. 3. What is Loyalty
  4. 4. Blind Devotion
  5. 5. ‘Til Death Do Us Part
  6. 6. Define Loyalty
  7. 7. Consider
  8. 8. Trust
  9. 9. Forgive
  10. 10. All industries have gaps to fill http://experiencematters.wordpress.com/2012/12/03/what-is-loyalty-and-is-it-dead/
  11. 11. Experience does lead Loyalty CX Leaders Outperformed Laggards by 26 19.5 13 6.5 0 NPS Loyalty Trust http://experiencematters.wordpress.com/2013/11/26/temkin-experience-ratings-correlate-to-loyalty/
  12. 12. Unexpected Loyalty Under/Over Performance on Loyalty vs CX Rating 18 13.5 9 4.5 0 -4.5 -9 -13.5 Apple BMW USAA Sears http://experiencematters.wordpress.com/2012/11/29/companies-dont-earn-the-loyalty-their-cx-deserves/
  13. 13. Loyalty Drivers Customer Mobility Service Expectations Emotionality Product Quality Clear Alternatives Product Fit Commodity Market
  14. 14. Everyone in the organisation has a part to play
  15. 15. The Journey to Loyalty
  16. 16. The Journey to Loyalty Delight Your Customers Differentiate The Experience Consistently Deliver The Experience Years Loyalty Fix the Basics
  17. 17. The Journey to Loyalty Delight Your Customers perceived value of an experience Differentiate The Experience Consistently Deliver The Experience Fix the Basics consistently positive emotional experience physical attributebased satisfaction
  18. 18. Creating Memories
  19. 19. The Customer Led Organisation Drives Loyalty
  20. 20. The Customer Led Business http://experiencezen.com/?p=170
  21. 21. The Customer Led Business http://experiencezen.com/?p=170
  22. 22. The Customer Led Business http://experiencezen.com/?p=170
  23. 23. Delivering Happiness
  24. 24. Reverse Thinking
  25. 25. Reverse Thinking
  26. 26. Martin Dowson CXPA Board of Ambassadors CX Director @ Comotion Blogs @ ExperienceZen.com Connect @ uk.linkedin.com/in/thecxguy/ martin.dowson@comotional.com

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