What is Customer Experience?
Upcoming SlideShare
Loading in...5
×
 

Like this? Share it with your network

Share

What is Customer Experience?

on

  • 30,980 views

Definition of customer experience management. See http://ClearActionCX.com Contact us at OptimizeCX@ClearActionCX.com

Definition of customer experience management. See http://ClearActionCX.com Contact us at OptimizeCX@ClearActionCX.com

Statistics

Views

Total Views
30,980
Views on SlideShare
6,150
Embed Views
24,830

Actions

Likes
8
Downloads
172
Comments
1

23 Embeds 24,830

http://clearaction.biz 19116
http://www.clearaction.biz 4081
http://clearactioncx.com 939
http://community.cxpa.org 395
http://www.scoop.it 135
https://twitter.com 85
http://translate.googleusercontent.com 24
http://www.linkedin.com 15
http://webcache.googleusercontent.com 11
http://www.pinterest.com 10
http://eventoelmundocrsocil.tumblr.com 3
http://pinterest.com 3
http://www.copyscape.com 2
https://www.linkedin.com 2
http://www.google.com 1
http://www.sf.airnet.ne.jp 1
https://www.google.dk 1
https://www.google.com 1
http://honyaku.yahoofs.jp 1
http://www.clearaction.biz. 1
http://snapito.com&_=1373702505247 HTTP 1
http://74.6.116.71 1
https://www.rebelmouse.com 1
More...

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

CC Attribution-NonCommercial-NoDerivs LicenseCC Attribution-NonCommercial-NoDerivs LicenseCC Attribution-NonCommercial-NoDerivs License

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

What is Customer Experience? Presentation Transcript

  • 1. www.ClearActionCX.com What is Customer Experience?
  • 2. Frequently Asked Questions About Customer Experience © Copyright ClearAction LLC. All rights reserved. Page 2 • Is customer experience important? • What is a customer? • What is customer experience? (CX) • What is CX management? • What is CX optimization? • What do customers buy? • What is a customer’s job-to-be-done? • When does CX begin/end? • What are customer expectations? • What are CX ROI success factors? • CX ROI building-blocks • CX management components • CX optimization tools
  • 3. Why Customer Experience? © Copyright ClearAction LLC. All rights reserved. Page 3 Is it really important? Has it run its course?
  • 4. 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 © Copyright ClearAction LLC. All rights reserved. Page 4
  • 5. 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. © Copyright ClearAction LLC. All rights reserved. Page 5
  • 6. (1) Has a role in the decision/action to get something. (2) Uses what is obtained. © Copyright ClearAction LLC. All rights reserved. Page 6 What is a Customer?
  • 7. All interactions people have with or about a solution: messages, people, processes, policies, prices, products, & services. © Copyright ClearAction LLC. All rights reserved. Page 7 What is Customer Experience?
  • 8. Discipline of treating your customer relationships as assets with the goal of engaging customers as brand advocates. © Copyright ClearAction LLC. All rights reserved. Page 8 What is Customer Experience Management?
  • 9. Company-wide alignment with buyer priorities to grow both revenue and profit naturally. © Copyright ClearAction LLC. All rights reserved. Page 9 What is Customer Experience Optimization?
  • 10. 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 Company-wide alignment with buyer priorities to grow both revenue and profit naturally. © Copyright ClearAction LLC. All rights reserved. Page 10 Customer Experience Defined
  • 11. What Do Customers Buy? Capabilities Every purchase is about a capability • To relax • To be entertained • To avoid pain • To grow • To live • To make money (serve B2B customers) (What a Customer Wants) © Copyright ClearAction LLC. All rights reserved. Page 11
  • 12. What Do You Sell? Capabilities Your offerings are a means-to-an-end • To relax • To be entertained • To avoid pain • To grow • To live • To make money (serve B2B customers) Your Offerings / Solutions (What a Customer Wants) (Means-to-an-End) © Copyright ClearAction LLC. All rights reserved. Page 12
  • 13. Capabilities Are Customers’ “Jobs-to-be-Done” Capabilities We buy because we have a job-to-be-done • To relax • To be entertained • To avoid pain • To grow • To live • To make money (serve B2B customers) Your Offerings / Solutions (Customer’s Job-to-be-Done) (Means-to-an-End) © Copyright ClearAction LLC. All rights reserved. Page 13
  • 14. “Jobs-to-be-Done” Require Your Offering, Plus Capabilities A customer’s job-to-be-done integrates your offering with other … Your Offerings / Solutions (Customer’s Job-to-be-Done) (Means-to-an-End) © Copyright ClearAction LLC. All rights reserved. Page 14 Integrated with Other Things • People • Processes • Products • Services • Technologies
  • 15. “Jobs-to-be-Done” = A Guiding Light to All © Copyright ClearAction LLC. All rights reserved. Page 15 Customers’ desired capabilities & integrations are the growth-promoting context for roles company-wide. Most roles are typically viewed in a revenue context, or simply for the sake of completing tasks.
  • 16. When Does Customer Experience Begin/End? Need Awareness Need Extinction © Copyright ClearAction LLC. All rights reserved. Page 16 Capabilities (Customer’s Job-to-be-Done) Customer experience begins when a customer is aware of needing a capability Customer experience ends when a customer no longer perceives need the need for that capability … as opposed to company-announced obsolescence or the last interaction with the company
  • 17. What Drives Customer Expectations? Need Awareness Need Extinction © Copyright ClearAction LLC. All rights reserved. Page 17 Capabilities (Customer’s Job-to-be-Done) Circumstances that trigger need awareness create an expectation set for a customer Circumstances A customer may have a different expectation set for each circumstance • Aspirational • Corrective • Risk avoidance • Other
  • 18. What Are Customer Expectations? Need Awareness Need Extinction © Copyright ClearAction LLC. All rights reserved. Page 18 Capabilities (Customer’s Job-to-be-Done) Built-in judgments measure goodness of functional & emotional needs toward achieving the capabilities Circumstances Functional: • Does it build the capability? Emotional: • Any personal consequences? • Any social consequences? Emotional Functional
  • 19. Need Awareness Need Extinction © Copyright ClearAction LLC. All rights reserved. Page 19 Capabilities (Customer’s Job-to-be-Done) Circumstances Emotional Functional Everything Has a Ripple Effect on Customers Product Service Business Model Affinities Convenience Policies Processes Culture Your Offerings / Solutions (Means-to-an-End)
  • 20. We founded the world’s 1st and largest global B2B customer experience practices study © Copyright ClearAction LLC. All rights reserved. Page 20
  • 21. © Copyright ClearAction LLC. All rights reserved. Page 21 Customer Experience ROI Success Factors In our 4-year study, companies with these practices tended to have stronger business results.
  • 22. © Copyright ClearAction LLC. All rights reserved. Page 22 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.
  • 23. © Copyright ClearAction LLC. All rights reserved. Page 23 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
  • 24. 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
  • 25. © Copyright ClearAction LLC. All rights reserved. Page 25 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
  • 26. © Copyright ClearAction LLC. All rights reserved. Page 26 CX Optimization Tools CX Strategy: Do the whole job in respecting CX as your revenue source. Team-based strategy (Borghesi) CX excellence envisioning Executive sponsorship nurturing Systems thinking Customer-originated CX vision Business case Change management Motivation, accountability Customer Voice: Get the full picture of your customers’ world as they see it. Text/voice mining Surveys, focus groups, forums Advisory boards, user groups Social media monitoring Service/sales logs/reports Complaints/inquiries Metaphor research Executive listening sessions Suggestion box/database Observation, tracking Employee meetings/surveys EFM-enterprise feedback mgt CRM, etc. Customer Intelligence: Create actionable info useful to every part of your company. Touch-point analysis Customer journey mapping Customer lifecycle analysis Data warehouse Text/voice mining Sentiment analysis Empathy mapping Predictive analytics, EFM, CRM Customer Lifetime Value: Motivate and prioritize everyone’s attention on CX. Data warehouse ERP, accounting databases Net present value Cost allocation EFM, CRM, etc. Predictive analytics Marketing mix modeling Across the CX ROI building-blocks , choose the tool mix that best fits your company’s unique situation
  • 27. © Copyright ClearAction LLC. All rights reserved. Page 27 CX Optimization Tools Improvement of CX: Make continual improvement of CX a way of life. CX Champions, VoC workshops Fishbone diagram, 5 why’s Histogram, Pareto analysis Flow chart, brainstorming Gantt chart, control chart Check sheet, run chart Force field analysis Gap analysis Activity network diagram Cost-benefit analysis Complaint management system Failure modes & effects analysis Interrelationship diagraph Matrix diagram 5 S, DMADV, DMAIC, PDCA Value stream mapping Process control points Correlation analysis Design of experiments Innovation of CX: Create value that differentiates customer experience. Customer experience spectrum CX value chain Segmentation by CX triggers Customers’ jobs-to-be-done Customers’ integrations Customer experience personas Metaphor research Observation research Complaints analysis Risk tolerance Extensive borrowing Make & break connections Grow & shrink outcomes Past & future solutions Sketch & connect outcomes Simplify & replace functions Simplify & replace assumptions Borrow & blend characteristics Redefine the industry Overlooking mental locks Across the CX ROI building-blocks , choose the tool mix that best fits your company’s unique situation
  • 28. © Copyright ClearAction LLC. All rights reserved. Page 28 CX Optimization Tools Branding Internally: Help everyone understand and manage their impact on CX. Intranet, staff meeting agenda Internal social media Bulletin boards, posters Newsletters, table tents Badge cards, mantra Webcasts, podcasts Employee onboarding CX war room/mobile room CX champions/facilitators Performance reviews Knowledge management Commitment process Roles & responsibilities Change management Balanced scorecards Recognition & rewards Customer testimonials Customer visits Customer appreciation days CX immersion/simulations Executive sponsors Front-line shadowing Performance pay Accountability process Branding Externally: Help customers feel the brand promise in all you do. Experiential marketing Communities, forums, events Loyalty programs, incentives CRM, discounts, coupons Contests, premiums, exclusives Social media Sentiment analysis Content marketing Digital marketing Personalization Affinity marketing References, case studies User experience Merchandising Across the CX ROI building-blocks , choose the tool mix that best fits your company’s unique situation
  • 29. © Copyright ClearAction LLC. All rights reserved. Page 29
  • 30. Our team of seasoned practitioners gives you the upper-hand • Client Experience SVP • Customers First Culture SVP • Customer Retention VP • Chief Customer Officer • Head of Corporate Quality • Customer Focus & Retention Senior Director • Customer Experience Director • Customer Service Director • Marketing & Business Development Director • Sales & Account Management Director • Product Management Director • Customer Satisfaction Improvement Manager • Customer Loyalty Programs Manager • Voice of the Customer Manager • Strategic Information Manager • Market Research Manager Company-wide customer-focus for enduring CX ROI Our past roles: © Copyright ClearAction LLC. All rights reserved. Page 30
  • 31. 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 31
  • 32. Consulting Roles We have provided ClearWisdom™ to dozens of companies Partial List© Copyright ClearAction LLC. All rights reserved. Page 32
  • 33. 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/podcasts e-books available at ClearActionCX.com/innovation 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 33
  • 34. For More About Customer Experience: www.ClearActionCX.com/best-practices OptimizeCX@ClearActionCX.com tel +1 408 687 9700