This document discusses the importance of customer experience for businesses. It notes that customer expectations have increased as markets have become more competitive and experiences have become a key differentiator. While both consumers and marketers recognize the value of unique experiences, there is often a gap between perceived and actual customer experiences. The document provides recommendations for improving customer experience, including going back to basics by focusing on customers, mapping the end-to-end customer journey, listening to customers, empowering employees to drive experiences, and making customer experience a strategic priority.
4. Macro trends are driving the world
of experiences
Market Rules
are Changing
COMPETITIVE
MOMENTUM
Everything is
a Touchpoint
CHANNEL
UBIQUITY
Expectations
are everything
CONSUMER
EXPECATIONS
Dialogues &
Collaborations
SOCIAL
ENGAGEMENT
6. The way we see it…
Say something
Say it loud
Say it well
Say it often
What you do…
How you act…
What they
experience…
matters more
than what you say
7. In today’s world,
the experience is
the brand.
A brand promise is worthless, if the
brand’s experience doesn’t deliver.
8. SO IS IT
A NICE TO HAVE
OR A SMART
BUSINESS
MOVE?
10. The Dollars And Sense Behind
Experience Optimization
According to Forrester, companies that continuously move
higher in their customer experience index scoring will see:
+ Increased revenue due to word of mouth: Incremental sales from positive word
of mouth can range from $2 million for investment firms to $176 million for airlines.
+ Reduction in churn, leading to improvements in revenue: Retained revenue
ranges from $30 million for investment firms to $1.7 billion for wireless providers.
+ Increased revenue thanks to incremental purchases of loyal customers:
The revenue benefit can range from a low of $39 million for consumer electronics
manufacturers to more than $1.3 billion for wireless service providers.
25. Experience gaps
What Is Holding Back the Customer Experience?
+ Operational structure and processes (38 percent)
+ Ability to customize and individualize (31 percent)
+ Having engaging and empowered employees (31 percent)
29. Net Promoter Score Does Not Equal
Net Promoter System
Frontline Activation
Prioritised improvements; persistent cultural values; daily action
Solid Analytics
The Eight Net Promoter Processes
1. Reliable Metric
Sort Customers, understand
competitive position
2. Loyalty Economics
Support high-quality cost-benefits
estimates
3. Root Cause
Data and processes to draw insights
that unlock action
4. Closed Loop
Enhance relationships through true
dialogue
5. Learning
Coaching, training, experimentation
6. Action
Individual, team, function, enterprise
7. Robust Operational Infrastructure
8. Leadership and Communication
30. How can you use
these insights to
shape a better
experience?
35. To manage experiences, we need
new brand tools.
How does your
brand behave
on Twitter?
SOCIAL MEDIA
PHRASEBOOK
How do you activate your
brand with new partners?
PARTNERSHIP
PLAYBOOK
What makes your propriety
event truly yours?
EXPERIENCE
DEFINITION
Why would someone
co-crate something
with you?
ENGAGEMENT
PLATFORM
How do you create social
currency? Why do they talk
about you?
ENGAGEMENT
PLATFORM
How does your brand
behave differently across
global cultures?
GLOBAL
EXPERIENCE
PLAYBOOK
Is every employee at every
level embodying the brand?
EXPERIENCE
TRAINING
BOOTCAMP
As you stop messaging and
start engaging, does your
team have the skills?
EXPERIENCE
TRAINING
BOOTCAMP
40. Map the Experience
Discovery Experience
How do I learn about your brand? How do you market?
Shopping Experience*
What happens when I’m in store/in market?
Digital Experience
How do I interact?
Product Experience
Does the product /service exceed expectations?
Customer Experience*
How am I engaged after I commit? How do you treat me?
Community Experience
How do I connect with others around your brand?
42. 56%feel they have the technologies
and platforms to listen.
11% of surveyed marketers
are satisfied with their company’s
ability to listen and respond.
44. 75%of marketers use their websites
to broadcast messages.
53%use these sites to listen.
45. The channels of communication
have changed
47% use call or contact centers
45% head to in-store locations
37% are turning to social media
28% will email
Only 14% will call corporate or sales directly
Only 1% send commentary or messages via traditional mail
49. + Strategically defining the experience
created by a brand
+ Expressly articulating the qualities and
characteristics of appropriate brand behaviours
+ Managing, auditing and refining experiences
as critical brand expressions
+ Aligning all actions and touchpoints
with this strategic platform
50. #1 Back to basics
#2 Change your toolkit
#3 Look at what connects you
#4 Listen
#5 People as experience drivers
#6 Make it matter