What is Customer Experience?

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Definition of customer experience management.

See http://ClearActionCX.com

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What is Customer Experience?

  1. 1. www.ClearActionCX.com What is Customer Experience?
  2. 2. (1) Has a role in the decision/action to get something. (2) Uses what is obtained. © Copyright ClearAction LLC. All rights reserved. Page 2 What is a Customer?
  3. 3. © Copyright ClearAction LLC. All rights reserved. Page 3 What is Customer Experience? Customers’ realities in selecting, getting, and using a solution that enables a capability they want
  4. 4. Discipline of treating your customer relationships as assets with the goal of engaging customers as brand advocates. © Copyright ClearAction LLC. All rights reserved. Page 4 What is Customer Experience Management?
  5. 5. Natural customer passion for a brand through company-wide alignment with buyer priorities for enduring revenue and profit growth. © Copyright ClearAction LLC. All rights reserved. Page 5 What is Customer Experience Optimization?
  6. 6. Bridge between voice-of-the-customer & customer engagement to earn trust, loyalty, and enduring profit growth. © Copyright ClearAction LLC. All rights reserved. Page 6 What is Customer Experience Enablement? (The bridge that enables enduring CX ROI. Ultimate goal is Customer Experience Optimization)
  7. 7. Customer Experience All interactions people have with or about a solution: messages, people, processes, products, or services. Customer Experience Management Discipline of treating your customer relationships as assets with the goal of engaging customers as brand advocates. Customer Experience Optimization Natural customer passion for a brand through company-wide alignment with buyer priorities for enduring revenue and profit growth. Customer Experience Enablement Bridge between voice-of-the-customer & customer engagement to earn trust, loyalty, and enduring profit growth. . © Copyright ClearAction LLC. All rights reserved. Page 7 Customer Experience Defined
  8. 8. © Copyright ClearAction LLC. All rights reserved. Page 8 Customer Knowledge (ways of understanding customers) • Voice of the customer — monitoring customer sentiment • Net promoter score — a way of summarizing voice of the customer: percent who would recommend a brand minus percent who would not • Customer intelligence — integration, mining, and analysis of customer data • Customer experience journey map – pictorial representation of a customer’s thoughts and actions while shopping or using a product or service • Internal branding — internal understanding by each employee, supplier, and alliance partner of their specific impact on external customer experience Across the CX ROI building-blocks, choose the component mix that best fits your company’s unique situation CX Management Components Customer Knowledge ◄ Customer Well-being ◄ Customer Profitability
  9. 9. Customer Well-Being (efforts to translate customer knowledge into organizational attitudes and behaviors) • Customer care — organization’s conscience in favor of customers’ welfare, and outreach to customers accordingly • Customer satisfaction — comparison of customer's reality versus expectations • Service excellence — delivery of purchased services or remedial services, or post-sale assistance to customers • Customer-centricity — degree that customers’ welfare is at the center of the solution provider’s decision-making and actions • Customer experience improvement — process-wide problem resolution and prevention • Customer complaint resolution — solving issues and communicating solution to complaint originators • User experience — intuitive and inviting environment for customers’ use of the product or service, or for exploration and purchase of the product or service, e.g. retail store or website • Customer touch points — opportunities for customers to interact with the solution provider or its messages or products/services • Customer effort — amount of effort the customer has to put forth during their experience with a product/service • Customer experience innovation — designing and implementing novel methods to enhance customer experience
  10. 10. © Copyright ClearAction LLC. All rights reserved. Page 10 Customer Profitability (efforts to increase revenue and profit from customers) • Customer relationship management — use of a database of customer transactions and facts that enable customized communications (1-to-1 marketing), upselling, cross-selling, and data-mining • Experiential marketing — events and campaigns that build customer advocacy • Customer advocacy — word-of-mouth promotion (buzz marketing) of a brand by enamored customers • Branding — creating and communicating a distinctive identity • Customer lifetime value — profitability of customers’ cumulative purchases • Customer lifecycle management – nurturing the phases that customers go through over time in their relationship with a brand • Customer loyalty — efforts to expand customers’ share of wallet • Customer community — opportunities for customers to engage with one another • Customer references — testimonials from customers • Co-innovation — joint product development efforts with customers • Customer retention — efforts to extend a customer’s duration of ongoing purchases Across the CX ROI building-blocks, choose the component mix that best fits your company’s unique situation
  11. 11. 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.” -- Lynn Hunsaker, 2011 © Copyright ClearAction LLC. All rights reserved. Page 11
  12. 12. © Copyright ClearAction LLC. All rights reserved. Page 12 Customer Experience ROI Building-Blocks All blocks work in tandem to maximize & sustain business results. Left-right flow. Start simply with a stepping stone in each block; build maturity over time. Customer experience excellence is a way of life and an ongoing internal journey as market forces evolve. http://ClearActionCX.com/cx-success-factors
  13. 13. ClearActionCX.com See more like this in ClearAction Insiders! © Copyright ClearAction LLC. All rights reserved.
  14. 14. ClearActionCX.com If You Like These Concepts, Get the Book! © Copyright ClearAction LLC. All rights reserved. >30 Tools & Techniques Step-by-Step Guidelines
  15. 15. ClearActionCX.com If You Like These Concepts, Get the Book! 5 Keys Explained >20 Tools & Techniques Step-by-Step Guidelines © Copyright ClearAction LLC. All rights reserved.
  16. 16. ClearActionCX.com If You Like These Concepts, Get the Book! 4 Keys Explained 10 Templates Step-by-Step Guidelines © Copyright ClearAction LLC. All rights reserved.
  17. 17. 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.” © Copyright ClearAction LLC. All rights reserved. Partial List Send us a note: OptimizeCX@ClearActionCX.com
  18. 18. OptimizeCX@ClearActionCX.com tel +1 408 687 9700 Lynn Hunsaker ClearAction company/clearaction-llc +ClearActionCXO CustomerExperienceOptimization

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