Customer Experience Management on a Shoestring Budget

CEM on a Shoestring Budget Customer Experience Management Lynn Hunsaker Strate egic Customer Experience Mentor Author: A th • Metrics Yo Can Manage For Success You • Customer Experience Improvement Momentum r • Innovating Superior Customer Experience g www.ClearAction.biz See Creative Commons License: http://creativecommons s.org/licenses/by-nc-nd/3.0/us/ © 2008 ClearAction. All rights reserved.

Innovation & Business Process Leapfrogging 1) Define Customer Experience Personas 2) Prioritize by Customer Lifetime Value 3) Refine Customer Listening Draw on 4) Innovate the Customer Experience Untapped Resources 5) Drive Inte ernal Branding 6) Build Bra Affinity and © 2008 ClearAction. All rights reserved.

Define Customer Ex xperience Personas Panoramic View of Customer Exper rience: Need Usage U Awareness End Sales/Service Compla aint Reports p Logs s Create or Enhance Customer Experience Personas Surveys/Win-Loss CRM Dataabase/ Reports Blogosph here © 2008 ClearAction. All rights reserved.

Prioritize by Customer Lifetime Value Calculate Cumula ative Profit Stream Over Duration of a Customer’s Interest in a Brand Category • Apply to customer experience pers sona segments • Policies for execs’ strategic decisio on-making • Guidelines for front-line employees tactical decision-making s’ © 2008 ClearAction. All rights reserved.

Refine Custom Listening mer Panoramic Personas CLV Employee View? Monitored? Weighted? Involvement? Influencers of Sentiment Incorporate Typically Across Experience Spectrum? Latent Data? © 2008 ClearAction. All rights reserved.

Innovate the Cust tomer Experience Stream to Dev Teams: Remove / Prevent Listening Data, Customer Frustrations CLV & Personas Make Things Easier, More Consistent Consistent, More Valuable © 2008 ClearAction. All rights reserved.

Drive Internal Branding Stream Relevant Make it Easy Listening Data Segments for Employees to Accept to ALL Departments p Customers’ Constructive Feedback Good news is no news, No news is bad news, Bad news is good news! Handle Complaints Make Action-Planning Easy & Systematically Like ‘RMA’ Motivate Follow-Through M ti t F ll Th h CUSTOMER FOCUS MEASURES WORKSHOP Customer Focus Measures Customer Feedback (Internal - Leading Indicators) (Voice of the Customer) 1. Execution and Customer Voice of the Customer 1. Feedback Plans Perceptions 2. 2 2. 2 Customer 3. Customer Satisfaction 3. Focus Measures Measures Improvement Action Plans to Benchmarked Targets Action Plan (Include Program Name, Owner, Completion Date) Customer Satisfaction Measures (External - Lagging Indicators) 1. 1. (Satisfaction Index) 2. 2. (% Deterioration) 3. 3 (% Improvement) 4. . Title of Action Plan 4. (Competitiveness Index) Problem Statement: APPLIED MATERIALS % Goal: M1 M2 M3 M4 Owner: Actual & Target Action Plan: Owner Deadlines 1.) __________________________________________________ 2.) __________________________________________________ RMA = Returned Materials Authorization Process 3.) __________________________________________________ © 2008 ClearAction. All rights reserved. APPLIED MATERIALS

Build Bran Affinity nd Reality Checks for Marketing & Sales Messaging: Right Audience Right Message g g Right Time Right Place Ads Promos Pitches Listening Data, CLV, & Experience Personas © 2008 ClearAction. All rights reserved.

If You Like These Concepts, Get the Books! clearaction.biz/momentum clearaction.biz/innovation 20% Discount Code: Slid Sh Di t Cod SlideShare >20 Tools & 20 Step-by-Step p y p Techniques Guidelines © 2008 ClearAction. All rights reserved.

Customer Experi ience Resources Podcasts clearaction.podomatic.co clearaction podomatic co om Blog customerexperience.vox.com blogtalkradio.com/customerexperience blogtalkradio com/customerexperience Every Month slideshare.net/clearaction slideshare net/clearaction brighttalk.com/channels/2107/view © 2009 ClearAction. All rights reserved.

Testim monials • “ClearAction taught us things that wouldn’t readily cross our minds t and has increased our efficiency & accuracy in many areas y • We highly recommend ClearActio as a business consultant” on • “ClearAction’s assistance was he elpful • We look forward to working together in future” • “Lynn is a superb strategist, diagn nostician, facilitator & team player • She is the Sh i th most k t knowledgeable p f l d bl professional I k i l know in intertwining voice of the customer and marketing operations” © 2009 ClearAction. All rights reserved.

CEM Mentoring • Cle early see what’s needed to take imm mediate action CEM Enabling • C Clear the way for f organization-wide action i ti id ti 1-877-CEM-RO toll-free OI-4 1-408-687-97 direct 700 Lynn.Hunsaker@C ClearAction.biz © 2009 ClearAction. All rights reserved.

Why Not Share This? BookMark it eMail it Easy access for you! Introduce me to your boss or colleague! Write W it on my wall ll Fave it! Follow me! Add me to your contacts! Tweet it Embed in a blog or Facebook k! Please note that this presentation is protected by Creative Commons License (see http://creativecommons.org/licenses/by-nc-nd/3.0/us/), which lets you know you can share it with others as long as you do not alter it in any way, nor use it for commercial purposes.

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Customer Experience Management on a Shoestring Budget

by ClearAction LLC on Dec 01, 2008

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