Whatiscustomerexperienceclearactionbiz 130310160247-phpapp02
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Whatiscustomerexperienceclearactionbiz 130310160247-phpapp02 Presentation Transcript

  • 1. Customer Experience includes all of the steps a buyer takes to get and use a solution, from the time of a buyer’s realization of a need until the buyer deems the need no longer exists. Customer Experience Management is a composite of customer management efforts. (Customer management efforts include CRM, customer care, and all other customer management efforts/tools.) Customer Experience Optimization is company-wide alignment with buyer priorities to grow both revenue and profit naturally. (Go beyond the sizzle to the substance – hassle-free products, services, processes, and policies are the primary source of memorable, recommendable, rebuy-ready experiences.) An entity would not exist without customers. Hence, the purpose of your job & of your company is to serve customer needs, with profit as a necessary and desirable byproduct of doing so. © Copyright ClearAction LLC. All rights reserved. What is Customer Experience?
  • 2. © Copyright 2013 ClearAction LLC. All rights reserved. The Purpose of Business “The customer is the foundation of a business & keeps it in existence. He alone gives employment.” -- Peter Drucker, 1954 = Serve Customer Needs Customers make paychecks & budgets possible … shareholders leave when customers leave – not the other way around.
  • 3. What Do Customers Buy? Desired Outcomes © Copyright 2013 ClearAction LLC. All rights reserved. What? Customers don’t want a product or service per se; they want a desired outcome – something they intend to integrate with other things to fulfill a “job-to-be- done” in their life or business. Who? A customer is anyone who weighs in on the decision to get something and/or uses what is obtained. Customers are trying to run their business smoothly & satisfy their customers. Everything you do must support this. Your Offerings / Solutions What a Customer Wants Means-to-an-End
  • 4. What is the Customer Experience? Desired Outcomes What a Customer Wants Emotional Functional Need Awareness Need Extinction Circumstances © Copyright 2013 ClearAction LLC. All rights reserved. Start / End? The customer experience begins when a customer is aware of a desired outcome, and it ends when he/she no longer perceives that need. What is Good/Bad? Functional and emotional value judgments are intertwined across the customer experience. What is Expected? The circumstance (trigger) driving the buyer’s pursuit of their desired outcome shapes their expectations.
  • 5. What You Provide is a Means-to-an-End Desired Outcomes Means-to-an-End Your Offerings / Solutions Emotional Functional Need Awareness Need Extinction Circumstances Your solution is a means to the customer’s pursuit of a job-to-be-done in their life or business. © Copyright 2013 ClearAction LLC. All rights reserved. What a Customer Wants
  • 6. All of Your Work Impacts Customers Product Service Business Model Affinities Convenience Policies Processes Culture Desired Outcomes Means-to-an-End Emotional Functional Need Awareness Need Extinction Circumstances Your culture, processes, brand affinities, convenience, and business model – in addition to your product/service – collectively impact the customer experience. © Copyright 2013 ClearAction LLC. All rights reserved. Your Offerings / Solutions What a Customer Wants
  • 7. Customer Experience Spectrum is More Than Touch-points Need Awareness Need Extinction Evaluating Alternatives Additional Information Sales Contact Posters, Flyers, Ads, Word-of-Mouth, Website Ordering Activities Fulfillment Activities Problem Resolution Cross-Sell, Community Initial Use Experience Familiarization & Learning Usage Steps Customer touch-points are managed by most companies to support the buyer’s evaluation of alternatives, need for additional information, initial use experience, familiarizing and learning, and of course the product/service usage steps. Typically, the company addresses customer touch-points through marketing messages, sales contact, ordering and fulfillment processes, and customer service to resolve problems, cross-sell and build community among buyers. © Copyright 2013 ClearAction LLC. All rights reserved.
  • 8. Customer Experience Spectrum is More Than Touch-points Need Awareness Need Extinction Initiating Situation Considering Needs Identifying Alternatives Evaluating Alternatives Initial Assessment Additional Information Decision Process Sales Contact Posters, Flyers, Ads, Word-of-Mouth, Website Ordering Activities Fulfillment Activities Problem Resolution Cross-Sell, Community Initial Use Experience Familiarization & Learning Adaptation, Extension, Disposal Usage Steps Look at the Whole Customer Experience Further CX innovation opportunities exist by addressing the customer’s behind-the-scenes steps in their pursuit to fulfill a desired outcome. © Copyright 2013 ClearAction LLC. All rights reserved.
  • 9. Customer Experience Spectrum is More Than Touch-points Need Awareness Need Extinction Evaluating Alternatives Additional Information Sales Contact Posters, Flyers, Ads, Word-of-Mouth, Website Ordering Activities Fulfillment Activities Problem Resolution Cross-Sell, Community Initial Use Experience Integration with Other Solutions Familiarization & Learning Usage Steps Customers Integrate Your Solution with Others For the most accurate view of customer experience, center your thinking on the customer’s desired outcome – something they intend to integrate with other things to fulfill a “job-to-be-done” in their life/business. Initiating Situation Considering Needs Identifying Alternatives Initial Assessment Decision Process Adaptation, Extension, Disposal © Copyright 2013 ClearAction LLC. All rights reserved.
  • 10. Total Costs Money Time Energy Concern Total Benefit Product Service Personnel Image Effective Outcomes Efficient Outcomes Cost/Benefit Analysis is a Subconscious Process Buyers subconsciously “calculate” trade-offs of scenarios as value ratios of effective and efficient outcomes. © Copyright 2013 ClearAction LLC. All rights reserved. How effective were your outcomes? How efficient were your outcomes? For the example of a service you recently received: Mark each: + desired - undesired Exercise:
  • 11. Value Quotient Weighs Desired/Undesired Outcomes Desired Outcomes Undesired Outcomes = Value Quotient Outcome A Outcome B Outcome C Outcome D Solution A Solution B etc. ValueQuotient Circumstance Ideal Total Costs Money Time Energy Concern Total Benefit Product Service Personnel Image Effective Outcomes Efficient Outcomes © Copyright 2013 ClearAction LLC. All rights reserved.
  • 12. Customer Experience includes all of the steps a buyer takes to get and use a solution, from the time of a buyer’s realization of a need until the buyer deems the need no longer exists. (1) CX occurs far in advance of customer service, it is broader than touch-points and user experience, and its duration and components are determined by the customer, not the company. (2) Transactions are COMPONENTS of CX, but not THE CX. (3) Functional, emotional and social elements are customers’ built-in value judgments across the CX. (4) Customers don’t buy a product or service per se; they buy a desired end-result, something they integrate with other things to fulfill a “job-to-be-done” in their life/business. (5) The core of excellent CX is having the right product/service work the right way the first time and every time, supported by the right processes, policies, attitudes and decisions. © Copyright ClearAction LLC. All rights reserved. Emotional Functional Need Awareness Need Extinction Circumstances Desired Outcomes What Customer Buys
  • 13. Customer Experience Management is a composite of customer management efforts. (1) Customer management efforts include CRM, customer loyalty, customer care, and other customer management efforts. (2) Technologies are facilitators of CEM, but they are not in and of themselves CEM. (3) If what you’re doing isn’t company-wide or addressing the full customer experience, then it isn’t truly CEM – it’s a “component” of CEM! (4) Most efforts to manage CX begin with a focus on revenue growth – a company-centric view; it is best to focus on the buyer’s perspective as a more reliable means to revenue growth. © Copyright ClearAction LLC. All rights reserved. Total Costs Money Time Energy Concern Total Value Product Service Personnel Image Effective Outcomes Efficient Outcomes
  • 14. Customer Experience Optimization is company-wide alignment with buyer priorities to grow both revenue and profit naturally. (1) Prevention of surprises is the essence of CX optimization: delivering your brand promise and managing customer expectations. (2) Doing it right the first time, by every functional area, naturally endears your brand to customers for natural demand and maximized positive word-of-mouth. (3) Company-wide cross-functional collaboration is essential to innovate the customer experience for sustainable differentiation. (4) Alignment of the company to the target buyer prevents wasted time and costs, for higher margins. © Copyright ClearAction LLC. All rights reserved. Product Service Business Model Affinities Convenience Policies Processes Culture Desired Outcomes What Customer Buys
  • 15. CEM articles, podcasts, statistics: www.ClearAction.biz/best-practices OptimizeCX@ClearAction.biz tel +1 408 687 9700