Customer Experience Strategy: Invisible Innovations That Matter Most

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Innovate customer experience where customers want it most: your behind-the-scenes processes, policies, etc. (i.e. getting your act together from the customer's perspective) These things may be invisible to customers, but they're the most powerful toward aligning with customers, enabling (not enticing!) them to love you.

See http://ClearActionCX.com

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Customer Experience Strategy: Invisible Innovations That Matter Most

  1. 1. www.ClearActionCX.com Customer Experience Strategy Getting Your Act Together is the Best Way to Differentiate Customer Experience for Sustained Business Results
  2. 2. 1% Reduction of Negative Word-of-Mouth 1% Increase of Positive Word-of-Mouth 0.41% Revenue Growth 0.14% Revenue Growth 300% ROI on reducing negative buzz compared to increasing positive buzz -London School of Economics Advocacy Drives Growth study 3X ROI on Substance Versus Sizzle © Copyright ClearAction. LLC All rights reserved.
  3. 3. Good news is no news No news is bad news Bad news is good news! -Jim Morgan, Chairman, Applied Materials Embrace Warning Signals From Customers © Copyright ClearAction. LLC All rights reserved.
  4. 4. © Copyright ClearAction. LLC All rights reserved. Customer Feedback Action Plan Metrics Customer Perceptions 1) Capture Customer Inputs 2) Create Action Plans 3) Communicate Progress Lagging Indicators Leading Indicators WHY VOC is a lagging indicator: Reveals what customers already think WHY action plan metrics are a leading indicator: Predicts what customers will think Customer Experience Improvement Model
  5. 5. http://www.boeing.com/commercial/aeromagazine/articles/qtr_2_08/article_01_1.html Close the Loop: Report Ongoing Progress © Copyright ClearAction LLC. All rights reserved.
  6. 6. Airlift & Tanker (A&T) 1998 Malcolm Baldrige National Quality Award http://www.bptrends.com/publicationfiles/11-05-WP- BoeingATBPM-Garretson-Harmon.pdf Everything Revolves Around Customer Experience © Copyright ClearAction LLC. All rights reserved.
  7. 7. Root Cause Metric Customer-Focused Problem Statement Root Cause Statement Root Cause Goal Goal Owner (Person) Goal Action Plan Action Owner (Person) Action Deadline (Date) Goal Impact 1) 2) 3) 4) Week 1 Week 2 Week 3 Weave CEM into Staff Meetings, Ops Reviews © Copyright ClearAction LLC. All rights reserved.
  8. 8. . Cross-Functional Teams Formed Management's Challenges Announced Project Approach Identified . Current Performance Target Constructive Feedback from Panel of Judges Wide Array of Congratulations - or - Chance to Re-Submit Motivate Prevention & Innovation Team Chronicles Progress © Copyright ClearAction LLC. All rights reserved.
  9. 9. Past Current Future Ideal Desired Outcomes Undesired Outcomes = Value Quotient Solution A Solution B etc. ValueQuotient Circumstance Outcome A Outcome B Outcome C Outcome D Solution A Solution B etc. ValueQuotient Circumstance Ideal How Customers Judge Value History Priorities © Copyright ClearAction LLC. All rights reserved.
  10. 10. Address Entire Customer Experience Desired Outcomes Product Service Business Model Affinities Convenience Policies Processes Culture Means-to-an-End Firm’s Solution Total Costs Money Time Energy Psychic Total Value Product Service Personnel Image Need Awareness Need ExtinctionCircumstance © Copyright ClearAction LLC. All rights reserved.
  11. 11. Assess the Strength of Your CEM Strategy Let’s take a look at the quality of your customer experience management strategy. Tap into our broad expertise across all aspects of CEM. We’ll show you ways to engage stakeholders, demonstrate value, and increase business results. Actionability Assessment Full Assessment of All Building Blocks Send us a note: OptimizeCX@ClearActionCX.com © Copyright ClearAction LLC. All rights reserved.
  12. 12. ClearActionCX.com See the whole presentation in ClearAction Insiders! © Copyright ClearAction LLC. All rights reserved.
  13. 13. ClearActionCX.com If You Like These Concepts, Get the Book! © Copyright ClearAction LLC. All rights reserved. >30 Tools & Techniques Step-by-Step Guidelines
  14. 14. ClearAction Consulting Clients “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.” Partial List Send us a note: OptimizeCX@ClearActionCX.com
  15. 15. OptimizeCX@ClearActionCX.com tel +1 408 687 9700 Lynn Hunsaker ClearAction company/clearaction-llc +ClearActionCXO CustomerExperienceOptimization

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