www.ClearActionCX.com
Customer Experience Differentiation
Note -- This presentation builds on concepts from these presenta...
Profitable Differentiation Requires
Unique Understanding
Competitors
Customers
Self
Outcomes, Not Features
Awareness to Ex...
Profitable Differentiation Requires
Unique Understanding
Competitors
Customers
Self
Outcomes, Not Features
Awareness to Ex...
Profitable Differentiation Requires
Unique Understanding
Competitors
Customers
Self
Outcomes, Not Features
Awareness to Ex...
View Customer Experience From Their Perspective
Desired
Outcomes
What Customer Buys
Emotional
Functional
Need
Awareness
Ne...
View Customer Experience From Their Perspective
Desired
Outcomes
What Customer Buys
Means-to-an-End
Firm’s Solution
Emotio...
View Customer Experience From Their Perspective
Product Service
Business Model
Affinities Convenience
Policies Processes
C...
Customer Experience Spectrum is More Than Touch-points
Need
Awareness
Need
Extinction
Evaluating
Alternatives
Additional
I...
Customer Experience Spectrum is More Than Touch-points
Need
Awareness
Need
Extinction
Initiating
Situation
Considering
Nee...
Customer Experience Spectrum is More Than Touch-points
Need
Awareness
Need
Extinction
Initiating
Situation
Considering
Nee...
Total
Costs
Money
Time
Energy
Concern
Total
Value
Product
Service
Personnel
Image
Effective Outcomes Efficient Outcomes
Vi...
View Customer Experience From Their Perspective
Desired Outcomes
Undesired Outcomes
= Value Quotient
Outcome A Outcome B O...
Desired Outcomes
Undesired Outcomes
(Functional, Social, Personal)
Increase …
Increase …
Increase …
Minimize …
Minimize …
...
Desired Outcomes
Undesired Outcomes
Value Criteria
(Functional, Social, Personal) (Metric, Rank, Frustration)
Value Criter...
Desired Outcomes
Circumstances
Undesired Outcomes
Integrations
Value Criteria
Ultimate Objective
(Functional, Social, Pers...
Primary
Motives
Secondary
Motives
Get work done,
get bonus &
get promotion
Customer-Centricity is Rooted in Motives
© Copy...
Primary
Motives
Secondary
Motives
Make it easier & nicer
for customers
to get & use solutions
Get work done,
get bonus &
g...
Your Customer
Programs
What customer programs
are in place?
Your Viewpoint
How you get value
Customer’s Viewpoint
How they...
Current
Outcome
Existing
Customer
Prioritize Customers & Offerings
NewOutcome
New
Customer
Get more
outcomes
done
Do an
ou...
Find Narrower or Broader Workable Solutions
Desired
Outcome
Barriers
Solutions
Why
Solutions
v
v
v
Past Current Future
© C...
Desired Outcome
Eliminate
Reduce
Create
Raise
Redefine the Industry
‘Blue Ocean’ Opportunities
© Copyright ClearAction LLC...
Profitable Differentiation Requires
Unique Understanding
Competitors
Customers
Self
Outcomes, Not Features
Awareness to Ex...
Do you like these concepts?
Let us help you master them
to increase your company’s growth!
Contact us today:
OptimizeCX@Cl...
ClearAction clients praise our insights on actionability & engagement
“ClearAction taught us things
that wouldn’t readily ...
Consulting Roles
We have provided ClearWisdom™ to dozens of companies
Partial List© Copyright ClearAction LLC. All rights ...
Customer Experience Optimization
Talk Show
Hear interviews with companies such as:
Adobe, Aon, CenturyLink, Cisco, Citrix,...
© Copyright ClearAction LLC. All rights reserved. Page 27
For More About Customer Experience:
www.ClearActionCX.com/best-practices
OptimizeCX@ClearActionCX.com
tel +1 408 687 9700
Upcoming SlideShare
Loading in...5
×

Customer Experience Differentiation: Sustainable Profitability

3,984

Published on

For sustainable differentiation, 3 unique perspectives are necessary: customers, your company, competition. Achieve sustainable profit streams: customer experience is the hardest thing for competitors to copy.

See http://ClearActionCX.com

Published in: Business, Technology
0 Comments
13 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
3,984
On Slideshare
0
From Embeds
0
Number of Embeds
7
Actions
Shares
0
Downloads
0
Comments
0
Likes
13
Embeds 0
No embeds

No notes for slide

Transcript of "Customer Experience Differentiation: Sustainable Profitability"

  1. 1. www.ClearActionCX.com Customer Experience Differentiation Note -- This presentation builds on concepts from these presentations: Why Satisfaction Surveys Aren’t Customer-Centric Customer-Centric Culture Innovating Superior Customer Experience For best understanding, please review the above first, or contact ClearAction
  2. 2. Profitable Differentiation Requires Unique Understanding Competitors Customers Self Outcomes, Not Features Awareness to Extinction Personal, Social, Functional Superior Value Quotient Personas by Circumstances © Copyright ClearAction LLC. All rights reserved.
  3. 3. Profitable Differentiation Requires Unique Understanding Competitors Customers Self Outcomes, Not Features Awareness to Extinction Personal, Social, Functional Superior Value Quotient Personas by Circumstances Pure Motives Brand Promise SWOT © Copyright ClearAction LLC. All rights reserved.
  4. 4. Profitable Differentiation Requires Unique Understanding Competitors Customers Self Outcomes, Not Features Awareness to Extinction Personal, Social, Functional Superior Value Quotient Personas by Circumstances Pure Motives Brand Promise SWOT Alternatives New Rules © Copyright ClearAction LLC. All rights reserved.
  5. 5. View Customer Experience From Their Perspective Desired Outcomes What Customer Buys Emotional Functional Need Awareness Need Extinction Circumstances © Copyright ClearAction LLC. All rights reserved.
  6. 6. View Customer Experience From Their Perspective Desired Outcomes What Customer Buys Means-to-an-End Firm’s Solution Emotional Functional Need Awareness Need Extinction Circumstances © Copyright ClearAction LLC. All rights reserved.
  7. 7. View Customer Experience From Their Perspective Product Service Business Model Affinities Convenience Policies Processes Culture Desired Outcomes What Customer Buys Means-to-an-End Firm’s Solution Emotional Functional Need Awareness Need Extinction Circumstances © Copyright ClearAction LLC. All rights reserved.
  8. 8. Customer Experience Spectrum is More Than Touch-points Need Awareness Need Extinction Evaluating Alternatives Additional Information Sales Contact Word-of-Mouth, Ads Social Media, Website Ordering Activities Fulfillment Activities Problem Resolution Cross-Sell, Community Initial Use Experience Familiarization & Learning Usage Steps Discover What Customers Experience © Copyright ClearAction LLC. All rights reserved.
  9. 9. 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 Word-of-Mouth, Ads Social Media, Website Ordering Activities Fulfillment Activities Problem Resolution Cross-Sell, Community Initial Use Experience Familiarization & Learning Adaptation, Extension, Disposal Usage Steps Discover What Customers Experience © Copyright ClearAction LLC. All rights reserved.
  10. 10. 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 Word-of-Mouth, Ads Social Media, Website Ordering Activities Fulfillment Activities Problem Resolution Cross-Sell, Community Initial Use Experience Integration with Other Solutions Familiarization & Learning Adaptation, Extension, Disposal Usage Steps Discover What Customers Experience © Copyright ClearAction LLC. All rights reserved.
  11. 11. Total Costs Money Time Energy Concern Total Value Product Service Personnel Image Effective Outcomes Efficient Outcomes View Customer Experience From Their Perspective © Copyright ClearAction LLC. All rights reserved.
  12. 12. View Customer Experience From Their Perspective 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 Value Product Service Personnel Image Effective Outcomes Efficient Outcomes © Copyright ClearAction LLC. All rights reserved.
  13. 13. Desired Outcomes Undesired Outcomes (Functional, Social, Personal) Increase … Increase … Increase … Minimize … Minimize … Minimize … (Functional, Social, Personal) Customer’s Steps (Activities, Decisions) Define Customer Experience Personas © Copyright ClearAction LLC. All rights reserved.
  14. 14. Desired Outcomes Undesired Outcomes Value Criteria (Functional, Social, Personal) (Metric, Rank, Frustration) Value Criteria Current Solutions (Use, Ad-hoc, Barriers) Increase … Increase … Increase … Minimize … Minimize … Minimize … (Functional, Social, Personal) (Metric, Rank, Frustration) Customer’s Steps (Activities, Decisions) Define Customer Experience Personas © Copyright ClearAction LLC. All rights reserved.
  15. 15. Desired Outcomes Circumstances Undesired Outcomes Integrations Value Criteria Ultimate Objective (Functional, Social, Personal) (Metric, Rank, Frustration) Value Criteria Current Solutions (Use, Ad-hoc, Barriers) Observations Increase … Increase … Increase … Minimize … Minimize … Minimize … (Functional, Social, Personal) (Metric, Rank, Frustration) Customer’s Steps (Activities, Decisions) Define Customer Experience Personas © Copyright ClearAction LLC. All rights reserved.
  16. 16. Primary Motives Secondary Motives Get work done, get bonus & get promotion Customer-Centricity is Rooted in Motives © Copyright ClearAction LLC. All rights reserved.
  17. 17. Primary Motives Secondary Motives Make it easier & nicer for customers to get & use solutions Get work done, get bonus & get promotion Customer-Centricity is Rooted in Motives © Copyright ClearAction LLC. All rights reserved.
  18. 18. Your Customer Programs What customer programs are in place? Your Viewpoint How you get value Customer’s Viewpoint How they get value Ratio You / Customer(benefits, preventions, ratings) (benefits, preventions, ratings) Analyze Programs for Customer-Centricity © Copyright ClearAction LLC. All rights reserved.
  19. 19. Current Outcome Existing Customer Prioritize Customers & Offerings NewOutcome New Customer Get more outcomes done Do an outcome better Outcome adopted by new group Outcomes not yet done by anyone © Copyright ClearAction LLC. All rights reserved.
  20. 20. Find Narrower or Broader Workable Solutions Desired Outcome Barriers Solutions Why Solutions v v v Past Current Future © Copyright ClearAction LLC. All rights reserved.
  21. 21. Desired Outcome Eliminate Reduce Create Raise Redefine the Industry ‘Blue Ocean’ Opportunities © Copyright ClearAction LLC. All rights reserved.
  22. 22. Profitable Differentiation Requires Unique Understanding Competitors Customers Self Outcomes, Not Features Awareness to Extinction Emotional, Social, Functional Superior Value Quotient Personas by Circumstances Pure Motives Brand Promise SWOT Alternatives New Rules © Copyright ClearAction LLC. All rights reserved.
  23. 23. Do you like these concepts? Let us help you master them to increase your company’s growth! Contact us today: OptimizeCX@ClearActionCX.com tel +1 408 687 9700
  24. 24. ClearAction clients praise our insights on actionability & engagement “ClearAction taught us things that wouldn’t readily cross our minds and has increased our efficiency & accuracy in many areas. We highly recommend ClearAction as a business consultant.” “The cross-functional collaboration necessary to successfully manage the customer experience requires big picture, systems thinking. ClearAction brings very practical, well-thought out approaches to get the internal cooperation needed.” “ClearAction is very dependable and detail-oriented, and has an extremely high sense of integrity. There's no question ClearAction will do what's needed to ensure the work is done correctly and the client's best needs are taken into account.” © Copyright ClearAction LLC. All rights reserved. Page 24
  25. 25. Consulting Roles We have provided ClearWisdom™ to dozens of companies Partial List© Copyright ClearAction LLC. All rights reserved. Page 25
  26. 26. Customer Experience Optimization Talk Show Hear interviews with companies such as: Adobe, Aon, CenturyLink, Cisco, Citrix, Coca Cola Enterprises, Dell, EMC, GE, HP, ICW, Intuit, Kimpton, NCR, Philips, Safelite, Sungard, SunTrust, Symantec, TELUS, tw telecom, Virgin Mobile, Wells Fargo http://ClearActionCX.com/cx-podcasts e-books available at ClearActionCX.com/cx-books or Amazon Kindle: Metrics You Can Manage For Success Customer Experience Improvement Momentum Innovating Superior Customer Experience white paper available at ClearActionCX.com/cx-articles Employee Engagement in Superior Customer Experience: 4 Overlooked Key Competencies for Sustainable Results Resources about customer experience optimization See more at http://ClearActionCX.com/best-practices © Copyright ClearAction LLC. All rights reserved. Page 26
  27. 27. © Copyright ClearAction LLC. All rights reserved. Page 27
  28. 28. For More About Customer Experience: www.ClearActionCX.com/best-practices OptimizeCX@ClearActionCX.com tel +1 408 687 9700

×