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CX ABACUS 2013 (Customer Journey Mapping)

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ABACUS allows the understanding of the CX Lifecycle from the BP Group.

ABACUS allows the understanding of the CX Lifecycle from the BP Group.

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  • 1. Awareness   Buy  In   Acquisi0on   Care   Use   Share   The  Customer  Experience  is  the  Process  
  • 2. Awareness   The  first  stage  in  the  customer   experience  lifecycle  is   “Awareness.”     This  is  the  stage  where  a   poten0al  customer  has  just   realized  he  has  a  need  that   your  product  or  service  could   fulfill.     Awareness  
  • 3. Awareness   He  may  or  may  not  be  aware   of  your  company  yet.     He’s  just  beginning  to  seek  out   solu0ons,  so  you  want  to   make  sure  that  your  processes   are  visible  and  easily   accessible  –  and  you  can   quickly  respond  to  any   ques0ons  or  comments  that   come  your  way.     Awareness  
  • 4. Buy-­‐In   Once  your  poten0al  customer   has  discovered  the  process,  he   begins  the  “Buy  In”  stage  in  the   process.     Your  prospec0ve  customers  will   also  have  instant  access  to  the   in0mate  opinions  of  friends,   acquaintances,  and  complete   strangers.       Buy  In  
  • 5. Buy-­‐In   Poten0al  customers  (known  as   Prosumers)  trust  the  opinions  of   their  peers  more  than  your   messages  or  even  those  of   thought  leaders  and  influencers.       84%  of  Millenials  say  social   opinions—even  from  people  they   don’t  know  well—influence  their   decisions.     Buy  In  
  • 6. Acquisi0on   Now  that  your  customer  has   understood  your  process  and   services,  he  feels  like  he’s  ready   to  make  an  informed  decision.     PuZng  their  cash  on  the  table   is  the  measure  of  the   rela0onship  that  you  are   developing.       Acquisi0on  
  • 7. Care   Once  you’ve  successfully   completed  acquisi0on,  you  want   to  make  sure  that  the  customers   first  “direct  Experience”  (ok,   every  Moment  of  Truth)  goes   well.         Care  
  • 8. Care   This  will  largely  determine   whether  they  become  a   sporadic  customer,  or  a  loyal,   regular  customer.     Care  
  • 9. Use   This  is  the  actual  using  of  the   product/service  and  process.   What  does  it  feel  like,  what  is   the  experience  really  like?   Some0mes  no  ma^er  how  good   your  process  is,  there  will  come   a  0me  when  a  customer  has  an   issue  that  requires  support.     Use  
  • 10. Use   The  way  that  you  handle  this   situa0on—the  systems  and   processes  set  up  for  assistance,   the  speed  and  quality  of   response,  the  relevance  of   content  available  for  them—will   all  impact  the  way  they  walk   away  feeling  about  your   performance.   Use  
  • 11. Share   Processes  that  deliver   Successful  Customer  Outcomes   get  talked  about.  Across  all  the   social  networks  and.  In  the  20th   C.  bad  experiences  would  be   repeated  to  20  people.  These   days  in  20  seconds  you  tell   millions  on  Twi^er.   Are  your  Moments  of  Truth   around  sharing  understood  and   working  well?   Share  
  • 12. Awareness   Buy  In   Acquisi0on   Care   Use   Share   The  Customer  Experience  is  the  Process