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VISUALIZE – Your Customer’s Process
Awareness Selection
Purchase
Use Support
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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
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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
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LTV CalculationTransactio
Cross Sell
Order
Renewal
Order
First Order
Product
Cost
Marketing
Cost
Revenue
Order
Count
Value Type
xxxxxxxxxxxx
xxxxxxxxxxxx
xxxxxxxxxxxx
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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
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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
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*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)
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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
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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
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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
Editor's Notes
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)