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Engage 2013 - Understanding the cx journey
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Engage 2013 - Understanding the cx journey

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A deep dive into how customers experience your brand, solutions and services and how to prioritize investments to improve the journey.

A deep dive into how customers experience your brand, solutions and services and how to prioritize investments to improve the journey.

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  • 1. Understanding the Customer Experience Journey Pat Nicholson Alta Resources VP of Business Development Mark Gavin Avtex Solutions VP of Strategic Consulting
  • 2. Session Goal! Get you thinking about the importance of “experience”! How is your brand (i.e. product and services) “experienced” by your customers? How does your role/department influence “experience” during a customer’s journey? …the knowledge of “experience” can/should drive your organizational investments.
  • 3. www.avtex.com/engage CX Mobile Question #1: Generally speaking, which business discipline does your role best align with from the list below? 1). President/CEO/Leader 2). Marketing 3). Information Technology 4). Customer Care 5). Operations 6). Other View Results
  • 4. Understanding the Experience What does your experience journey look like? Six phases of the Customer Journey Theoretically…In reality… Sales & Marketing Operations & Customer Care
  • 5. Device Channel Experience Reaction Customer Doing & Thinking? ? Experience is multi-dimensional It’s critical that you understand the components! Re-Engage? Leave? The Journey can be… • Iterative w/stops & starts • Filled with critical Moments of Truth! • Emotional • Traveled via multiple devices • Derailed by a weak link …always presents an opportunity to differentiate and establish a competitive advantage!
  • 6. Understanding the Experience Components Document and analyze to determine best experience investment! 1). CXO Approach “Outside-In” Perspective  Journey Mapping
  • 7. Understanding the Experience Components Document and analyze to determine best experience investment! 2). iCXO “Inside-Out” Perspective  “Day in the Life” / ABC Sessions  Have we equipped our staff to succeed as a normal course of operation (i.e. or does it take an A1 performer to create a great customer experience)?  To answer this question we examine… • Access to Information • Business Process • Communication & Collaboration • Pains/Issues/Concerns  “There must be a better approach!”
  • 8. www.avtex.com/engage CX Mobile Question #2: Which option below most closely aligns with your organization’s customer experience (CX) maturity? View Results 1). We don’t have a CX program at this time. 2). We’ve started CX planning. 3). Initial CX strategy is currently in place. 4). We’ve updated our initial CX strategy at least once.
  • 9. Alta Resources – Customer Experiences Patrick J. Nicholson Vice President, Business Development | Alta Resources Possessing a bachelor’s degree in marketing and personnel management from the University of Wisconsin—Madison, Pat Nicholson is a senior-level executive with 24 years of experience, including sales management and inside/outside. Since 1995, he has served business-process-outsourcing company Alta Resources by uncovering ways to leverage integrated solutions across customer care, sales, e-commerce and fulfillment.
  • 10. Respect the Roll!
  • 11. Importance of Consistency
  • 12. Alta’s Gumball Campaign • History/Rationale for Campaign • Campaign Messaging Overview • Campaign Promise • Evidence to Believe • Campaign Timeframe • Campaign Levers (see next slide)
  • 13. Campaign Levers • Candy machine with direct mail piece included in custom packaging. • Personal calls/emails via Business Development driving users to landing page (in line with shipping notifications). • Follow up candy refills and supporting collateral every two months (up to three refills) reinforcing message and referring prospect to landing page. • Video on landing page discussing importance of B2B and key findings. • Digital survey provided where recipients could vote for the next candy refill • Click-through and page view analysis and follow-up
  • 14. Session Summary CX improvement effort “musts”…  Assess in detail, document, and socialize the experience journey of:  External Customers (those buying your product & services)  Internal Customer (the staff that supports the journey)  Ability to manage and influence will be dependent upon this knowledge  Investment decisions should align with CX improvement opportunities
  • 15. Call to action! • Contact your Avtex account executive to find out how the Avtex Strategic Consulting team can help you with your Customer Experience efforts!