www.ClearActionCX.com
Why Satisfaction Surveys
are Not Customer-Centric
-- And What to Do About It
all other concerns
What is Customer-Centric?
“centric”
having a specific thing as the focus of attention & efforts
“cultur...
Are You Really Customer-Centric?
CMO Council: Customer Affinity Study
Are You Really Customer-Centric?
59%
75%
Our Service is
Above-Average
Your Service
Left Me
Somewhat
to Extremely
Dissatisf...
Are You Really Customer-Centric?
59%
75%
Our Service is
Above-Average
Your Service
Left Me
Somewhat
to Extremely
Dissatisf...
What’s the Customer’s Perspective?
Emotional
Functional
Desired
Outcome
What the Customer Buys
Need
Awareness
Need
Extinct...
What’s the Customer’s Perspective?
Emotional
Functional
Desired
Outcome
What the Customer Buys
Need
Awareness
Need
Extinct...
What’s the Customer’s Perspective?
Emotional
Functional
Desired
Outcome
What the Customer Buys
Need
Awareness
Need
Extinct...
Notes on Making Surveys Customer-Centric
Design Surveys About the Customer’s World
• Use metaphor research to identify
• W...
Notes on Making Surveys Customer-Centric
Design Surveys About the Customer’s World
• Use metaphor research to identify
• W...
© Copyright ClearAction. All rights reserved.
What is a Customer-Centric Survey?
Company’s World
• Secure jobs, investors,...
© Copyright ClearAction. All rights reserved.
What is a Customer-Centric Survey?
Company’s World
• Secure jobs, investors,...
What are the Customer Experience Enablers?
Emotional
Functional
Desired
Outcomes
What Customer Buys
Means-to-an-End
Firm’s...
What are the Customer Experience Enablers?
Product Service
Business Model
Affinities Convenience
Policies Processes
Cultur...
Explore the Entire Customer Experience
Customer Experience Spectrum is More Than Touch-points
Need
Awareness
Need
Extincti...
Explore the Entire Customer Experience
Customer Experience Spectrum is More Than Touch-points
Need
Awareness
Need
Extincti...
Monitor Forces on the Customer’s World
© Copyright ClearAction. All rights reserved.
Monitor Forces on the Customer’s World
Gatekeepers:
Control the flow of info
to others in the buying center
Deciders:
Actu...
Notes on Making Surveys Customer-Centric
Design Surveys About the Customer’s World
• Focus on customer experience outcomes...
Notes on Making Surveys Customer-Centric
Design Surveys About the Customer’s World
• Focus on customer experience outcomes...
Notes on Making Surveys Customer-Centric
Design Surveys About the Customer’s World
• Focus on customer experience outcomes...
Fall in Love: Insatiable Curiosity about Customer
© Copyright ClearAction. All rights reserved.
Explore the Customer’s Automatic Evaluations
Past Current Future Ideal
Desired Outcomes
Undesired Outcomes
= Value Quotien...
Explore the Customer’s Automatic Evaluations
Past Current Future Ideal
Desired Outcomes
Undesired Outcomes
= Value Quotien...
Manage by Customer Experience Personae
Desired Outcomes
Circumstances
Undesired Outcomes
Integrations
Value Criteria
Ultim...
Design Surveys About Customer’s World
Desired Outcomes
Circumstances, Ultimate Objective, Integrations
Undesired Outcomes
...
Map Customer’s World to Company’s World
Desired Outcomes
Circumstances, Ultimate Objective, Integrations
Undesired Outcome...
Use Legacy Survey Data for KPI Trending
Desired Outcomes
(Functional, Social, Personal)
Customer’s Steps
(Activities, Deci...
Plan Surveys to Inject Customer-Centricity
Throughout the Company’s World
© Copyright ClearAction. All rights reserved.
Reality Check: What’s in it for the Customer?
Your Customer
Programs
What customer programs
are in place?
Your Viewpoint
H...
Notes on Making Surveys Customer-Centric
Design Surveys About the Customer’s World
• Take every opportunity possible to le...
Notes on Making Surveys Customer-Centric
Design Surveys About the Customer’s World
• Take every opportunity possible to le...
all other concerns
Summary: Are Your Surveys Customer-Centric?
“centric”
having a specific thing as the focus of attention...
ClearActionCX.com/cx-books
If You Like These Concepts, Get the Book!
4 Keys Explained
30 Templates
Step-by-Step
Guidelines...
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 39
For More About Customer Experience:
www.ClearActionCX.com/best-practices
OptimizeCX@ClearActionCX.com
tel +1 408 687 9700
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Why Customer Satisfaction Surveys Aren't Customer Centric

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Customer experience surveys are typically company-focused more than customer-focused. This is why response rates are challenging. To maximize customer engagement, actionability, and value to all involved, re-design your voice-of-the-customer instruments to capture what matters most to customers, in the ways they prefer to share with you.

See http://ClearActionCX.com

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Why Customer Satisfaction Surveys Aren't Customer Centric

  1. 1. www.ClearActionCX.com Why Satisfaction Surveys are Not Customer-Centric -- And What to Do About It
  2. 2. all other concerns What is Customer-Centric? “centric” having a specific thing as the focus of attention & efforts “culture” A group’s ways of thinking and doing customer © Copyright ClearAction. All rights reserved.
  3. 3. Are You Really Customer-Centric? CMO Council: Customer Affinity Study
  4. 4. Are You Really Customer-Centric? 59% 75% Our Service is Above-Average Your Service Left Me Somewhat to Extremely Dissatisfied Accenture: Delivering the Promise StudyCMO Council: Customer Affinity Study
  5. 5. Are You Really Customer-Centric? 59% 75% Our Service is Above-Average Your Service Left Me Somewhat to Extremely Dissatisfied Accenture: Delivering the Promise StudyCMO Council: Customer Affinity Study 76% Want to Differentiate Customer Experience 24% Other Focus 52% Have a VoC Program 48% Not Actively Capturing VoC Forrester Research: The State of Customer Experience, 2011
  6. 6. What’s the Customer’s Perspective? Emotional Functional Desired Outcome What the Customer Buys Need Awareness Need Extinction Circumstances Customer’s World • 95% unconscious thought, emotion and learning • 80% non-verbal • 50-150 emotional and functional automatic evaluations © Copyright ClearAction. All rights reserved.
  7. 7. What’s the Customer’s Perspective? Emotional Functional Desired Outcome What the Customer Buys Need Awareness Need Extinction Circumstances Customer’s World • 95% unconscious thought, emotion and learning • 80% non-verbal • 50-150 emotional and functional automatic evaluations • CX duration defined by customer • Desired outcome, duration, and evaluations differ by circumstance • Present & future ≥ the past © Copyright ClearAction. All rights reserved.
  8. 8. What’s the Customer’s Perspective? Emotional Functional Desired Outcome What the Customer Buys Need Awareness Need Extinction Circumstances Customer’s World • 95% unconscious thought, emotion and learning • 80% non-verbal • 50-150 emotional and functional automatic evaluations • CX duration defined by customer • Desired outcome, duration, and evaluations differ by circumstance • Present & future ≥ the past • Other roles as buyer weigh-in • “Competitors” are all available alternatives © Copyright ClearAction. All rights reserved.
  9. 9. Notes on Making Surveys Customer-Centric Design Surveys About the Customer’s World • Use metaphor research to identify • What really matters to customers • Personal & social emotional implications • How they arrange their expectations subconsciously © Copyright ClearAction. All rights reserved.
  10. 10. Notes on Making Surveys Customer-Centric Design Surveys About the Customer’s World • Use metaphor research to identify • What really matters to customers • Personal & social emotional implications • How they arrange their expectations subconsciously • Use circumstance-focused desired outcome research to discover customers’ 50-150 automatic evaluations (built-in metrics of value) • Find ways to monitor • The full duration of the customer’s experience • Customer confidence in the present & future • Alternatives the customer has toward the desired outcome © Copyright ClearAction. All rights reserved.
  11. 11. © Copyright ClearAction. All rights reserved. What is a Customer-Centric Survey? Company’s World • Secure jobs, investors, internal satisfaction • Functional specialization • Features, attributes, brand CX Enablers Customer’s World
  12. 12. © Copyright ClearAction. All rights reserved. What is a Customer-Centric Survey? Company’s World • Secure jobs, investors, internal satisfaction • Functional specialization • Features, attributes, brand CX Enablers Customer’s World • Use your service or product with or for something • Wouldn’t buy if didn’t have to • Easiest & nicest to get & use CX Outcomes
  13. 13. What are the Customer Experience Enablers? Emotional Functional Desired Outcomes What Customer Buys Means-to-an-End Firm’s Solution Need Awareness Need Extinction Circumstance © Copyright ClearAction. All rights reserved.
  14. 14. What are the Customer Experience Enablers? Product Service Business Model Affinities Convenience Policies Processes Culture Emotional Functional Desired Outcomes What Customer Buys Means-to-an-End Firm’s Solution Need Awareness Need Extinction Circumstance © Copyright ClearAction. All rights reserved.
  15. 15. Explore the Entire Customer Experience Customer Experience Spectrum is More Than Touch-points Need Awareness Need Extinction Sales Contact Word-of-Mouth, Ads Social Media, Website Ordering Activities Fulfillment Activities Problem Resolution Cross-Sell, Community Usage Steps © Copyright ClearAction. All rights reserved.
  16. 16. Explore the Entire Customer Experience 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 © Copyright ClearAction. All rights reserved.
  17. 17. Monitor Forces on the Customer’s World © Copyright ClearAction. All rights reserved.
  18. 18. Monitor Forces on the Customer’s World Gatekeepers: Control the flow of info to others in the buying center Deciders: Actually choose the products Buyers: Select suppliers & negotiate terms of purchase Influencers: Help develop the specs & evaluate products Users: Actually use the products Initiators: Request the products Approvers: Authorize the proposal B2B Influences On Buy Decision © Copyright ClearAction. All rights reserved.
  19. 19. Notes on Making Surveys Customer-Centric Design Surveys About the Customer’s World • Focus on customer experience outcomes, not enablers • Map CX enablers (legacy survey data) to desired outcomes • Resist the temptation to ask customers about enablers © Copyright ClearAction. All rights reserved.
  20. 20. Notes on Making Surveys Customer-Centric Design Surveys About the Customer’s World • Focus on customer experience outcomes, not enablers • Map CX enablers (legacy survey data) to desired outcomes • Resist the temptation to ask customers about enablers • Expand customer experience enablers mapping • Product, service, business model, conveniences, affinities • Policies, processes, culture • Suppliers, channel, alliances, partners © Copyright ClearAction. All rights reserved.
  21. 21. Notes on Making Surveys Customer-Centric Design Surveys About the Customer’s World • Focus on customer experience outcomes, not enablers • Map CX enablers (legacy survey data) to desired outcomes • Resist the temptation to ask customers about enablers • Expand customer experience enablers mapping • Product, service, business model, conveniences, affinities • Policies, processes, culture • Suppliers, channel, alliances, partners • Keep a pulse on behind-the-scenes forces • Additional steps leading to and from touch-points • Players in the full supply chain • Players in multiple-influencer decision-making © Copyright ClearAction. All rights reserved.
  22. 22. Fall in Love: Insatiable Curiosity about Customer © Copyright ClearAction. All rights reserved.
  23. 23. Explore the Customer’s Automatic Evaluations Past Current Future Ideal Desired Outcomes Undesired Outcomes = Value Quotient Solution A Solution B etc. ValueQuotient Circumstance © Copyright ClearAction. All rights reserved.
  24. 24. Explore the Customer’s Automatic Evaluations 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 © Copyright ClearAction. All rights reserved.
  25. 25. Manage by Customer Experience Personae 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) © Copyright ClearAction. All rights reserved.
  26. 26. Design Surveys About Customer’s World Desired Outcomes Circumstances, Ultimate Objective, Integrations Undesired Outcomes (Functional, Social, Personal) Current Solutions (Use, Ad-hoc, Barriers) Increase … Increase … Increase … Minimize … Minimize … Minimize … (Functional, Social, Personal) Customer’s Steps (Activities, Decisions) © Copyright ClearAction. All rights reserved.
  27. 27. Map Customer’s World to Company’s World Desired Outcomes Circumstances, Ultimate Objective, Integrations Undesired Outcomes (Functional, Social, Personal) Current Solutions (Use, Ad-hoc, Barriers) Increase … Increase … Increase … Minimize … Minimize … Minimize … (Functional, Social, Personal) Customer’s Steps (Activities, Decisions) Product Service Business Model Affinities Convenience Policies Processes Culture © Copyright ClearAction. All rights reserved.
  28. 28. Use Legacy Survey Data for KPI Trending Desired Outcomes (Functional, Social, Personal) Customer’s Steps (Activities, Decisions) Product Service Business Model Affinities Convenience Policies Processes Culture © Copyright ClearAction. All rights reserved.
  29. 29. Plan Surveys to Inject Customer-Centricity Throughout the Company’s World © Copyright ClearAction. All rights reserved.
  30. 30. Reality Check: What’s in it for the Customer? 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) Your Customer Survey Questions What survey questions 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) © Copyright ClearAction. All rights reserved.
  31. 31. Notes on Making Surveys Customer-Centric Design Surveys About the Customer’s World • Take every opportunity possible to learn about customers • Engage execs & employees enterprise-wide • Stream relevant content to every department • Consolidate sources by themes for 360-degree views • Use value quotients to see customer’s viewpoint © Copyright ClearAction. All rights reserved.
  32. 32. Notes on Making Surveys Customer-Centric Design Surveys About the Customer’s World • Take every opportunity possible to learn about customers • Engage execs & employees enterprise-wide • Stream relevant content to every department • Consolidate sources by themes for 360-degree views • Use value quotients to see customer’s viewpoint • Leverage Customer Experience Personae as basis for: • Customer-centric survey questions • Mapping enablers (co. world) to outcomes (C world) • Strategic decisions and tactical decisions • Pulls together metaphor, circumstance, outcomes research • Design survey with customer-centric culture in mind © Copyright ClearAction. All rights reserved.
  33. 33. all other concerns Summary: Are Your Surveys Customer-Centric? “centric” having a specific thing as the focus of attention & efforts “culture” A group’s ways of thinking and doing customer © Copyright ClearAction. All rights reserved.
  34. 34. ClearActionCX.com/cx-books If You Like These Concepts, Get the Book! 4 Keys Explained 30 Templates Step-by-Step Guidelines © Copyright ClearAction LLC. All rights reserved.
  35. 35. 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
  36. 36. 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 36
  37. 37. Consulting Roles We have provided ClearWisdom™ to dozens of companies Partial List© Copyright ClearAction LLC. All rights reserved. Page 37
  38. 38. 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 38
  39. 39. © Copyright ClearAction LLC. All rights reserved. Page 39
  40. 40. For More About Customer Experience: www.ClearActionCX.com/best-practices OptimizeCX@ClearActionCX.com tel +1 408 687 9700
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