Customer Experience Visualize Monetize Optimize Tools  cx Analytics
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Customer Experience Visualize Monetize Optimize Tools cx Analytics

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CxC Customer Experience Matrix - Draft ...

CxC Customer Experience Matrix - Draft
Visualize customer experience
Monetize Customer Experience
Optimize Customer Experience

More in: Marketing
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  • The Customer Experience Matrix requires a customer-involved contact. For example, a customer does not enter the experience because they “were sent a direct mail piece,” nor “email without response confirmation etc.
    The Matrix a. senses response b. directs actions, resources, content c. prompts other interaction points
    Differentiation by channel relates to ability to connect to customer history (affiliate program means predecessor contact is “Third Party for at least “awareness”). This point to significance of knowing source origin and ultimate destination options (for foreword and vertical prompting)
  • The Customer Experience Matrix requires a customer-involved contact. For example, a customer does not enter the experience because they “were sent a direct mail piece,” nor “email without response confirmation etc.
    The Matrix a. senses response b. directs actions, resources, content c. prompts other interaction points
    Differentiation by channel relates to ability to connect to customer history (affiliate program means predecessor contact is “Third Party for at least “awareness”). This point to significance of knowing source origin and ultimate destination options (for foreword and vertical prompting)
  • The Customer Experience Matrix requires a customer-involved contact. For example, a customer does not enter the experience because they “were sent a direct mail piece,” nor “email without response confirmation etc.
    The Matrix a. senses response b. directs actions, resources, content c. prompts other interaction points
    Differentiation by channel relates to ability to connect to customer history (affiliate program means predecessor contact is “Third Party for at least “awareness”). This point to significance of knowing source origin and ultimate destination options (for foreword and vertical prompting)
  • The Customer Experience Matrix requires a customer-involved contact. For example, a customer does not enter the experience because they “were sent a direct mail piece,” nor “email without response confirmation etc.
    The Matrix a. senses response b. directs actions, resources, content c. prompts other interaction points
    Differentiation by channel relates to ability to connect to customer history (affiliate program means predecessor contact is “Third Party for at least “awareness”). This point to significance of knowing source origin and ultimate destination options (for foreword and vertical prompting)
  • The Customer Experience Matrix requires a customer-involved contact. For example, a customer does not enter the experience because they “were sent a direct mail piece,” nor “email without response confirmation etc.
    The Matrix a. senses response b. directs actions, resources, content c. prompts other interaction points
    Differentiation by channel relates to ability to connect to customer history (affiliate program means predecessor contact is “Third Party for at least “awareness”). This point to significance of knowing source origin and ultimate destination options (for foreword and vertical prompting)
  • The Customer Experience Matrix requires a customer-involved contact. For example, a customer does not enter the experience because they “were sent a direct mail piece,” nor “email without response confirmation etc.
    The Matrix a. senses response b. directs actions, resources, content c. prompts other interaction points
    Differentiation by channel relates to ability to connect to customer history (affiliate program means predecessor contact is “Third Party for at least “awareness”). This point to significance of knowing source origin and ultimate destination options (for foreword and vertical prompting)
  • The Customer Experience Matrix requires a customer-involved contact. For example, a customer does not enter the experience because they “were sent a direct mail piece,” nor “email without response confirmation etc.
    The Matrix a. senses response b. directs actions, resources, content c. prompts other interaction points
    Differentiation by channel relates to ability to connect to customer history (affiliate program means predecessor contact is “Third Party for at least “awareness”). This point to significance of knowing source origin and ultimate destination options (for foreword and vertical prompting)
  • The Customer Experience Matrix requires a customer-involved contact. For example, a customer does not enter the experience because they “were sent a direct mail piece,” nor “email without response confirmation etc.
    The Matrix a. senses response b. directs actions, resources, content c. prompts other interaction points
    Differentiation by channel relates to ability to connect to customer history (affiliate program means predecessor contact is “Third Party for at least “awareness”). This point to significance of knowing source origin and ultimate destination options (for foreword and vertical prompting)

Transcript

  • 1. Copyright 2014 ClientXClient LLC. www.clientxclient.com. 908.542.1134 Share & Enhance & Share 1 CUSTOMER EXPERIENCE
  • 2. Copyright 2014 ClientXClient LLC. www.clientxclient.com. 908.542.1134 Share & Enhance & Share 2 VISUALIZE – Your Customer’s Process Awareness Selection Purchase Use Support
  • 3. Copyright 2014 ClientXClient LLC. www.clientxclient.com. 908.542.1134 Share & Enhance & Share 3 VISUALIZE – Your Customer’s Process Awareness Purchase Use Support Advertising Search Referrals Social Sensor RFID Bluetooth Static/Silent Phone Chat 3rd Party In-Person POS Mobile Ecommerce Affiliates
  • 4. Copyright 2014 ClientXClient LLC. www.clientxclient.com. 908.542.1134 Share & Enhance & Share 4 VISUALIZE Repair DisposeSelection SupportUsePurchaseAwareness Customer Interaction + Interaction + Inaction = Customer Experience
  • 5. Copyright 2014 ClientXClient LLC. www.clientxclient.com. 908.542.1134 Share & Enhance & Share 5 Customer Experience MatrixTM: Repair DisposeSelection SupportUsePurchaseAwareness Customer Process x x x xxxx x x x x x xxxx xxxxx xxx xx x xx xxxx Business Process
  • 6. Copyright 2014 ClientXClient LLC. www.clientxclient.com. 908.542.1134 Share & Enhance & Share 6 LTV CalculationTransactio Cross Sell Order Renewal Order First Order Product Cost Marketing Cost Revenue Order Count Value Type xxxxxxxxxxxx xxxxxxxxxxxx xxxxxxxxxxxx
  • 7. Copyright 2014 ClientXClient LLC. www.clientxclient.com. 908.542.1134 Share & Enhance & Share 7 Customer Experience MatrixTM: Community Outdoor Magazine TV Radio Newspaper Direct Mail Email Web Call Center Field Sales Events Retail Dealer Repair DisposeSelection SupportUsePurchaseAwareness Customer Process x x x xxxx x x x x x xxxx xxxxx xxx xx x xx xxxx Channel 30% 90%25% 70% 20% 15%$ $ $ $ $ $ $=LTV +Invest +Divest +Invest+Invest +Invest +Invest+Invest +Invest +Invest +Invest +Invest+Invest +Invest +Divest +Divest +Divest +Divest +Divest +Invest+Invest
  • 8. The CxC Customer Experience Matrix Algorithm Visualized 1. Awareness 2. Information 5. Negotiation 4. Selection 6. Contract 12. Care/Support 7. Logistics 9. Delivery 10. Acceptance 13. Repair 14.Community 8. $Collection 11. Use 3. Identification Geography Digital Store 3rd Party Direct Community Copyright 2014 ClientXClient LLC. www.clientxclient.com. 908.542.1134 Share & Enhance & Share 8
  • 9. Usual Response to “We are already doing this” – (white space is opportunity) 1. Awareness 2. Information 5. Negotiation 4. Selection 6. Contract 12. Care/Support 7. Logistics 9. Delivery 10. Acceptance 13. Repair 14.Community 8. $Collection 11. Use 3. Identification Geography Digital Store 3rd Party Direct Community Copyright 2014 ClientXClient LLC. www.clientxclient.com. 908.542.1134 Share & Enhance & Share 9 *Yes, Big IOT Opportunity with CxCFramework
  • 10. Information per cell (sample) Awareness Information Negotiation Selection Contract Care/Support Logistics Delivery Acceptance Repair Community $Collection Use Identification Geography Digital Store 3rd Party Direct Community System: System Owner: Department Owner Outsourced Company Customer Identified Feed From Feed To Rule Owner Average Duration Cost Potential Revenue Performance Metric Quality Metric (zoom out cell to show example of detail of information contained in each cell) Copyright 2014 ClientXClient LLC. www.clientxclient.com. 908.542.1134 Share & Enhance & Share 10
  • 11. Objective by customer by stage by type (For each customer Type) • First time • Referral • High value • Low value • Convenience Profile • Urgent • First time buyer • Expert • Preference profile • Product availability • Partner relativity • N options Copyright 2014 ClientXClient LLC. www.clientxclient.com. 908.542.1134 Share & Enhance & Share 11
  • 12. Geography Digital Store 3rd Party Direct Community 20 20 20 2020 20 20 20 20 20 20 20 20 20 20 2020 20 20 20 20 20 20 20 20 20 20 20 20 20 2020 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20202020 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 1. Awareness 2. Information 5. Negotiation 4. Selection 6. Contract 12. Care/Support 7. Logistics 9. Delivery 10. Acceptance 13. Repair 14.Community 8. $Collection 11. Use 3. Identification Customer Optimization Wizard – Dashboard for Performance Management Numbers in each cell represent: customers, potential revenue, costs (per and aggregate), customers at risk, customers in process, forecast closed sales, forecast lost customers, forecast referrals, simulation under market conditions. Copyright 2014 ClientXClient LLC. www.clientxclient.com. 908.542.1134 Share & Enhance & Share 12
  • 13. Geography Digital Store 3rd Party Direct Community 20 . 1. Awareness 2. Information 5. Negotiation 4. Selection 6. Contract 12. Care/Support 7. Logistics 9. Delivery 10. Acceptance 13. Repair 14.Community 8. $Collection 11. Use 3. Identification Customer Optimization Wizard – Dashboard for Performance Management Copyright 2014 ClientXClient LLC. www.clientxclient.com. 908.542.1134 Share & Enhance & Share 13
  • 14. Geography Digital Store 3rd Party Direct Community 20 20 20 2020 20 20 20 20 20 20 20 20 20 20 2020 20 20 20 20 20 20 20 20 20 20 20 20 20 2020 20 20 20 20 20 20 20 20 20 20 20 11 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20202020 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 1. Awareness 2. Information 5. Negotiation 4. Selection 6. Contract 12. Care/Support 7. Logistics 9. Delivery 10. Acceptance 13. Repair 14.Community 8. $Collection 11. Use 3. Identification Customer Optimization Wizard – Dashboard for Performance Management Alerts indicate opportunity, risks, activity that is outside of plan parameters. Alerts require attention to exploit opportunity, avert risk, or amplify downstream resources, reduce upstream flow, divert/adjust activities (inventory, staff, promotions, pricing). Alerts are delivered according to manager responsibility and controls. The Customer Optimization Wizard may invoke corporate standard policies and make recommendations based on probabilistic outcomes (upstream and downstream scenarios) ALERTS Copyright 2014 ClientXClient LLC. www.clientxclient.com. 908.542.1134 Share & Enhance & Share 14
  • 15. Geography Digital Store 3rd Party Direct Community 20 20 20 2020 20 20 20 20 20 20 20 20 20 20 2020 20 20 20 20 20 20 20 20 20 20 20 20 20 2020 20 20 20 20 20 20 20 20 20 20 20 11 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20202020 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 1. Awareness 2. Information 5. Negotiation 4. Selection 6. Contract 12. Care/Support 7. Logistics 9. Delivery 10. Acceptance 13. Repair 14.Community 8. $Collection 11. Use 3. Identification Customer Optimization Wizard – Dashboard for Performance Management Move bar along bottom to see impact scenarios for current customer flow. Adjust parameters for multiple scenarios and set independent performance threshold ranges at multiple nodes to test complex market scenarios Resource, Opportunity, Time Scenarios week 1 week 8 week 9 week 10week 6 week 7week 5week 2 week 3 week 4 Copyright 2014 ClientXClient LLC. www.clientxclient.com. 908.542.1134 Share & Enhance & Share 15
  • 16. Community Geography Digital Store 3rd Party Direct Community A Awareness Information Negotiation Selection Contract Care/Support Logistics Delivery Acceptance Repair $Collection Use Identification What is a customer interaction? If an ad appears on a web page and nobody clicks it – is it really an ad? What if I don’t know who the customer is – should I count it? The Customer Experience Matrix requires a customer-involved contact. A. Customer registers at web site during checkout process: Customer could arrive at checkout from web site navigation or from direct link from blast email from affiliate (If from targeted email response moves to “Direct” channel category) Copyright 2014 ClientXClient LLC. www.clientxclient.com. 908.542.1134 Share & Enhance & Share 16
  • 17. Community Geography Digital Store 3rd Party Direct Community Awareness Information Negotiation Selection Contract Care/Support Logistics Delivery Acceptance Repair $Collection Use Identification The Customer Experience Matrix requires a customer-involved contact. (business to business) A. Client arrives from search engine, keywords “Insurance, Legal, Services, PA” A Copyright 2014 ClientXClient LLC. www.clientxclient.com. 908.542.1134 Share & Enhance & Share 17
  • 18. Community Geography Digital Store 3rd Party Direct Community Awareness Information Negotiation Selection Contract Care/Support Logistics Delivery Acceptance Repair $Collection Use Identification The Customer Experience Matrix requires a customer-involved contact. (business to business) B. Client attends “Services Seminar”: B Copyright 2014 ClientXClient LLC. www.clientxclient.com. 908.542.1134 Share & Enhance & Share 18
  • 19. Community Geography Digital Store 3rd Party Direct Community Awareness Information Negotiation Selection Contract Care/Support Logistics Delivery Acceptance Repair $Collection Use Identification The Customer Experience Matrix requires a customer-involved contact. (business to business) C. Client contacts business acquaintances, clicks on “business services email”; calls 1-800 Biz Info”; schedules in-person meeting; negotiates 3 month contact; finances expense for 12 months through third party; contacts customer service for “emergency”. C C CC C C C C C C C CC CC Copyright 2014 ClientXClient LLC. www.clientxclient.com. 908.542.1134 Share & Enhance & Share 19
  • 20. Community Geography Digital Store 3rd Party Direct Community A Awareness Information Negotiation Selection Contract Care/Support Logistics Delivery Acceptance Repair $Collection Use Identification The Customer Experience Matrix requires a customer-involved contact (Retail). A. Client clicks “add to shopping cart” Copyright 2014 ClientXClient LLC. www.clientxclient.com. 908.542.1134 Share & Enhance & Share 20
  • 21. Community Geography Digital Store 3rd Party Direct Community Awareness Information Negotiation Selection Contract Care/Support Logistics Delivery Acceptance Repair $Collection Use Identification The Customer Experience Matrix requires a customer-involved contact.(Retail) B. Customer compares prices on ebay, Amazon, and shopping bots BBB B B B Copyright 2014 ClientXClient LLC. www.clientxclient.com. 908.542.1134 Share & Enhance & Share 21
  • 22. Community Geography Digital Store 3rd Party Direct Community Awareness Information Negotiation Selection Contract Care/Support Logistics Delivery Acceptance Repair $Collection Use Identification The Customer Experience Matrix requires a customer-involved contact.(Retail) C. Customer goes to local store to view product and select color, asks store associate product questions CCC C Copyright 2014 ClientXClient LLC. www.clientxclient.com. 908.542.1134 Share & Enhance & Share 22
  • 23. Community Geography Digital Store 3rd Party Direct Community Awareness Information Negotiation Selection Contract Care/Support Logistics Delivery Acceptance Repair $Collection Use Identification The Customer Experience Matrix requires a customer-involved contact.(Retail) D. Customer orders product on-line at company web site, requests in-store pick-up, pays using loyalty credit card, gives product as gift, asks to exchange for store credit D D D D D D D D D D D D D D Copyright 2014 ClientXClient LLC. www.clientxclient.com. 908.542.1134 Share & Enhance & Share 23
  • 24. Customer Experience Interface: hover over cell for information Activities Yield Metrics System Owner Data Administration System 1. Awareness 2. Information 5. Negotiation 4. Selection 6. Contract 12. Care/Support 7. Logistics 9. Delivery 10. Acceptance 13. Repair 14. Community 8. $Collection 11. Use 3. Identification Monitor Key Performance Indicators for Every Interaction Copyright 2014 ClientXClient LLC. www.clientxclient.com. 908.542.1134 Share & Enhance & Share 24
  • 25. Copyright 2014 ClientXClient LLC. www.clientxclient.com. 908.542.1134 Share & Enhance & Share 25 Thank You! Michael R Hoffman Client X Client mrhoffman@clientxclient.com www.clientxclient.com 908-542-1134