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SalesChannel Europe ©2012 All rights reserved                                                www.flickr.com/photos/maestro...
theProblem
Internally-focused    Thinking        vs   The End2End CustomerExperience
Positive Customer feedback                             www.flickr.com/photos/adrants/4572167753
Negative Customer feedback              www.flickr.com/photos/morberg/3556674976
Encourage them to tell it like it is
…then listen to your customers
Are you really listening?8
Compliance vs commitment
The Customer Experience Map  Phases          Feelings         Memory   Impact on Loyalty   WOW           “I Love it”      ...
Everything you do impactsthe Customer’s Experience                             www.flickr.com/photos/carowallis1/4325317025
Customer Satisfaction Quotes:“ The customer perceives service in his or her own terms.” - Arch McGill“ The customer’s perc...
“Victory in marketing doesn’t happenwhen you sell something, but when youcultivate advocates for yourbrand.”              ...
Advocates are your best influencers
Typical Conversion Rates 1. Cold calling:   Between 1-5%                                   4% 2. External Recommendation: ...
How do you measureCustomer Experience?                       www.flickr.com/photos/faceme/3801013087
Using simple Customer Experience Metrics          www.flickr.com/photos/atomicity/14570249
3 Types of Customer Experience Metrics*                     Descriptive Metrics                              Perception Me...
Get it rightwww.flickr.com/photos/winemegup/3641912321
Get it wrong               www.flickr.com/photos/roome/3390682853
theSolution
thinkdif erent  f
Take a higher lever view                           23
Design an E2E Customer Experience            Products    Services     Customer                                    Experience
Differentiation: 3 Levels of Perceived Value                                                      Basic Product/Service:  ...
1    Identify and prioritise Top 10 Customers with greatest risk of    revenue loss or revenue gain    Identify and track ...
3 Time Horizons                  SalesChannel Europe ©2012 All rights reserved
Barriers to the beach                        www.flickr.com/photos/7260115@N05/4410849604
Eliminating barriers to satisfaction            31
1    Identify and prioritise Top 10 Customers with greatest risk of    revenue loss or revenue gain    Identify and track ...
Identify company wide Business KPIs      that impact Customer Satisfactionwww.flickr.com/photos/toniblay/52445415
Get everyone movingin the same direction               SalesChannel Europe ©2012 All rights reserved
Collective focus                   SalesChannel Europe ©2012 All rights reserved   35
Example: Sales KPIsRevenue:• YTD Actual vs Plan, YTD vs Previous YTDSales Orders:• FCV vs Plan, ACV vs Plan, YTD vs previo...
Who do you benchmark  yourself against?
1    Identify and prioritise Top 10 Customers with greatest risk of    revenue loss or revenue gain    Identify and track ...
Getting everybody on the same bus
Customer Experience Organisational Readiness Assessment                                                                   ...
Create simple internal processesthat facilitate customer interaction
Customer Experience  Customer Satisfaction     Quality of Service
Performance Management
Get it rightwww.flickr.com/photos/winemegup/3641912321
David R Ednie                      President & CEO                  SalesChannel Europe            Ph: +33 676 60 09 25 (F...
Customer Experience is the ultimate Competitive Advantage
Customer Experience is the ultimate Competitive Advantage
Customer Experience is the ultimate Competitive Advantage
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Customer Experience is the ultimate Competitive Advantage

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Customer Experience can take you to the beach or to the graveyard. Customer Experience is the ultimate Competitive Advantage

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Transcript of "Customer Experience is the ultimate Competitive Advantage"

  1. 1. SalesChannel Europe ©2012 All rights reserved www.flickr.com/photos/maestropastelero/258000448
  2. 2. theProblem
  3. 3. Internally-focused Thinking vs The End2End CustomerExperience
  4. 4. Positive Customer feedback www.flickr.com/photos/adrants/4572167753
  5. 5. Negative Customer feedback www.flickr.com/photos/morberg/3556674976
  6. 6. Encourage them to tell it like it is
  7. 7. …then listen to your customers
  8. 8. Are you really listening?8
  9. 9. Compliance vs commitment
  10. 10. The Customer Experience Map Phases Feelings Memory Impact on Loyalty WOW “I Love it” High Share with Many Enjoyable “I like it” Mid Share with few Functional “Works for me” Low Neutral Uneventful “OK” None Decrease Missed it “I Don’t Like it” Mid 66% decrease Never Again “I hate it” High 100% Loss
  11. 11. Everything you do impactsthe Customer’s Experience www.flickr.com/photos/carowallis1/4325317025
  12. 12. Customer Satisfaction Quotes:“ The customer perceives service in his or her own terms.” - Arch McGill“ The customer’s perception is your reality.” - Kate Zabriskie“ We cannot become what we need to be by remaining what we are.” - Max Dupree“ Excellent firms dont believe in excellence - only in constant improvement and constant change. ” - Tom Peters
  13. 13. “Victory in marketing doesn’t happenwhen you sell something, but when youcultivate advocates for yourbrand.” - Steve Knox, CEO of Tremors, P&G’s Word of Mouth Business Unit www.flickr.com/photos/hyku/4837236187
  14. 14. Advocates are your best influencers
  15. 15. Typical Conversion Rates 1. Cold calling: Between 1-5% 4% 2. External Recommendation: 44% 10 X Cold calling 3. Internal Recommendation: 88% 20 X Cold calling
  16. 16. How do you measureCustomer Experience? www.flickr.com/photos/faceme/3801013087
  17. 17. Using simple Customer Experience Metrics www.flickr.com/photos/atomicity/14570249
  18. 18. 3 Types of Customer Experience Metrics* Descriptive Metrics Perception Metrics Outcome Metrics What did the customer think about what What will the customer do as a result of What happened? happened? what happened? Customer called to resolve problem with bill Opnes bill and sees its wrong - again! Complains to friends about the billing error Searches for customer number and finally finds Wont purchase more from this company any Was on hold for 5 mins it time soon Spoke with phone agent 998 in Manila for 2-5 Waits on hold forever Starts noticing offers from competitors minutes Frustrated that phone agent needs so much Trouble ticket opened information Trouble ticket closed incorrect charge reversed At least agent was pleasant Common Metrics Call and email volume Customer satisfaction with overall experience Likelhood of recommendation Customer satisfaction with specific aspects of Average call times Likelyhood of purchase the customer experience Calls lost before answered Call resolution rate likelyhood to switch to a competitor Website visits User goal completion rate (web, mobile, tablet) Actual purchases made Average pages viewed per visit Contract renewals Average transaction value Churn rates Average calls per customer per year Captured through . . . Analytics systems surveys and text mining surveys and/or analytics Common Data Sources Enterprise Feedback Management (EFM) Contact center logs and analytics EFM systems systems Web and mobile analytics Online feedback and survey tools Online feedback and survey tools Point of sale systems Contact center call transcripts Contact center logs and analytics Billing systems Customer letters and emails Web and mobile analytics systems CRM systems Social media posts and comments Point of sales systems Business intelligence systems Billing systems *Outside In: The Power of Putting Customers CRM systems at the Center of Your Business Business Intelligence systems by Harley Manning & Kerry Bodine SalesChannel Europe ©2012 All rights reserved 18
  19. 19. Get it rightwww.flickr.com/photos/winemegup/3641912321
  20. 20. Get it wrong www.flickr.com/photos/roome/3390682853
  21. 21. theSolution
  22. 22. thinkdif erent f
  23. 23. Take a higher lever view 23
  24. 24. Design an E2E Customer Experience Products Services Customer Experience
  25. 25. Differentiation: 3 Levels of Perceived Value Basic Product/Service: End2End 3 • Technology Customer Experience • Price performance • Product/service quality 2 Support Services Basic Support Services: • Levels of support 1 Product/Service Basic • Quality of service and support • Systems Product/Service • Processes E2E Customer Experience: • People • Perceived value • High touch • Exceed customer expectations • Delight and astound customers SalesChannel Europe ©2012 All rights reserved 26
  26. 26. 1 Identify and prioritise Top 10 Customers with greatest risk of revenue loss or revenue gain Identify and track company wide Business KPIs (Sales &2 Marketing, Operations, Finance, Legal, etc.) that directly impact Customer Satisfaction/Quality of Service3 Start building a culture of E2E Customer Experience
  27. 27. 3 Time Horizons SalesChannel Europe ©2012 All rights reserved
  28. 28. Barriers to the beach www.flickr.com/photos/7260115@N05/4410849604
  29. 29. Eliminating barriers to satisfaction 31
  30. 30. 1 Identify and prioritise Top 10 Customers with greatest risk of revenue loss or revenue gain Identify and track company wide Business KPIs (Sales &2 Marketing, Operations, Finance, Legal, etc.) that directly impact Customer Satisfaction/Quality of Service3 Start building a culture of E2E Customer Experience
  31. 31. Identify company wide Business KPIs that impact Customer Satisfactionwww.flickr.com/photos/toniblay/52445415
  32. 32. Get everyone movingin the same direction SalesChannel Europe ©2012 All rights reserved
  33. 33. Collective focus SalesChannel Europe ©2012 All rights reserved 35
  34. 34. Example: Sales KPIsRevenue:• YTD Actual vs Plan, YTD vs Previous YTDSales Orders:• FCV vs Plan, ACV vs Plan, YTD vs previous YTD, QTD vs previous QTDPipeline Management• Weighted Forecast: Total, by Region, by Quota CarrierSales Production:• ACV achievement by Region, by Quota Carrier• No of Proposals made: Total, by Region, by Quota Carrier• No of Proposals won: Total, by Region, by Quota Carrier• Time to generate Proposal• Time to sign Contract Sales KPIs that impact• Time to Installation/Service Acceptance Customer Experience• Time to Billing• Time to PaymentProduct Mix:• % revenue generated by product/services Key:• Gross Margin generated by product/services YTD - Year to date FCV - Full Contract ValueAfter Sales Service: ACV - Annual Contract Value• Time to resolution SalesChannel Europe ©2012 All rights reserved 36
  35. 35. Who do you benchmark yourself against?
  36. 36. 1 Identify and prioritise Top 10 Customers with greatest risk of revenue loss or revenue gain Identify and track company wide Business KPIs (Sales &2 Marketing, Operations, Finance, Legal, etc.) that directly impact Customer Satisfaction/Quality of Service3 Start building a culture of E2E Customer Experience
  37. 37. Getting everybody on the same bus
  38. 38. Customer Experience Organisational Readiness Assessment *Outside In: The Power of Putting Customers at the Center of Your Business by Harley Manning & Kerry Bodine SalesChannel Europe ©2012 All rights reserved
  39. 39. Create simple internal processesthat facilitate customer interaction
  40. 40. Customer Experience Customer Satisfaction Quality of Service
  41. 41. Performance Management
  42. 42. Get it rightwww.flickr.com/photos/winemegup/3641912321
  43. 43. David R Ednie President & CEO SalesChannel Europe Ph: +33 676 60 09 25 (FRA)Email: david@saleschannel-europe.comWebsite: www.saleschannel-europe.com www.flickr.com/photos/horacio/3781750
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