Seven Philosophies to build a great customer experience

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Seven Philosophies to build a great customer experience

  1. 1. The Seven Philosophies for Building a Great Customer Experience Colin Shaw Founder, Beyond Philosophy Beyond Philosophy © All rights reserved. 2001-2010 www.beyondphilosophy.com
  2. 2. Webinar Interface Review 1. Viewer Window 2. Control Panel GoToWebinar Example Interface Beyond Philosophy © All rights reserved. 2001-2010 www.beyondphilosophy.com
  3. 3. The Beyond Philosophy Perspective Customer Experience Thought leadership is Fourth book launched is all we do! our differentiator in September 2010 Offices in London, Atlanta with Partners in Links with Focus on the emotional side Europe & Asia Academia of the Customer Experience Beyond Philosophy © All rights reserved. 2001-2010 www.beyondphilosophy.com
  4. 4. We are Proud to Have Helped Some Great Organizations… www.beyondphilosophy.com Beyond Philosophy © All rights reserved. 2001-2010
  5. 5. 85% of senior business leaders say that just differentiating on the physical - traditional is no longer sustainable… Source: Marketing forum original research Beyond Philosophy © All rights reserved. 2001-2010 www.beyondphilosophy.com
  6. 6. Customer Experience Definition A Customer Experience is an interaction between an organization and a customer as perceived through a Customers conscious and subconscious mind. It is a blend of an organization‟s rational performance, the senses stimulated and emotions evoked and intuitively measured against customer expectations across all moments of contact. Beyond Philosophy © All rights reserved. 2001-2010 www.beyondphilosophy.com
  7. 7. Seven Philosophies for Building a Great Customer Experience Great Customer Experiences are: 1. A source of long-term competitive advantage 2. Created by consistently exceeding Customers physical & emotional expectations in areas that drive value 3. Differentiated by focussing on stimulating planned emotions 4. Enabled through inspirational leadership, an empowering culture and empathetic people who are happy and fulfilled 5. Designed “Outside In” rather than “Inside Out” 6. Revenue generating and can significantly reduce costs 7. An embodiment of the brand Beyond Philosophy © All rights reserved. 2001-2010 www.beyondphilosophy.com
  8. 8. Seven Philosophies for Building a Great Customer Experience Great Customer Experiences are: 1. A source of long-term competitive advantage Beyond Philosophy © All rights reserved. 2001-2010 www.beyondphilosophy.com
  9. 9. Beyond Philosophy © All rights reserved. 2001-2010 www.beyondphilosophy.com
  10. 10. Seven Philosophies for Building a Great Customer Experience Great Customer Experiences are: 1. A source of long-term competitive advantage 2. Created by consistently exceeding Customers physical & emotional expectations in areas that drive value Beyond Philosophy © All rights reserved. 2001-2010 www.beyondphilosophy.com
  11. 11. Beyond Philosophy © All rights reserved. 2001-2010 www.beyondphilosophy.com
  12. 12. “How well did we anticipate your needs?” Beyond Philosophy © All rights reserved. 2001-2010 www.beyondphilosophy.com
  13. 13. Anticipating my needs? Beyond Philosophy © All rights reserved. 2001-2010 www.beyondphilosophy.com
  14. 14. Anticipating my needs? Beyond Philosophy © All rights reserved. 2001-2010 www.beyondphilosophy.com
  15. 15. Beyond Philosophy © All rights reserved. 2001-2010 www.beyondphilosophy.com
  16. 16. Seven Philosophies for Building a Great Customer Experience Great Customer Experiences are: 1. A source of long-term competitive advantage 2. Created by consistently exceeding Customers physical & emotional expectations in areas that drive value 3. Differentiated by focussing on stimulating planned emotions Beyond Philosophy © All rights reserved. 2001-2010 www.beyondphilosophy.com
  17. 17. Beyond Philosophy © All rights reserved. 2001-2010 www.beyondphilosophy.com
  18. 18. Understanding the Customers Emotional Journey using Moment Mapping® + Exceeding emotional expectations CP CP + Enter EC Helped DVD EC Visit Not They the Welcome Wait with Wait the working fix Resort EC Reception bags CP pool it Failing CP EC emotional _ expectations Emotional Events EC - Emotional Cookie CP - Combustion Point Beyond Philosophy © All rights reserved. 2001-2010 www.beyondphilosophy.com
  19. 19. Beyond Philosophy © All rights reserved. 2001-2010 www.beyondphilosophy.com
  20. 20. Beyond Philosophy © All rights reserved. 2001-2010 www.beyondphilosophy.com
  21. 21. Beyond Philosophy © All rights reserved. 2001-2010 www.beyondphilosophy.com
  22. 22. “There‟s higher re-trade and higher new trade on all of those. We‟ve seen something like a 20% uptake over and above the „traditional‟ mail shot”. Beyond Philosophy © All rights reserved. 2001-2010 www.beyondphilosophy.com
  23. 23. Seven Philosophies for Building a Great Customer Experience Great Customer Experiences are: 1. A source of long-term competitive advantage 2. Created by consistently exceeding Customers physical & emotional expectations in areas that drive value 3. Differentiated by focussing on stimulating planned emotions 4. Enabled through inspirational leadership, an empowering culture and empathetic people who are happy and fulfilled Beyond Philosophy © All rights reserved. 2001-2010 www.beyondphilosophy.com
  24. 24. Beyond Philosophy © All rights reserved. 2001-2010 www.beyondphilosophy.com
  25. 25. Seven Philosophies for Building a Great Customer Experience Great Customer Experiences are: 1. A source of long-term competitive advantage 2. Created by consistently exceeding Customers physical & emotional expectations in areas that drive value 3. Differentiated by focussing on stimulating planned emotions 4. Enabled through inspirational leadership, an empowering culture and empathetic people who are happy and fulfilled 5. Designed “Outside In” rather than “Inside Out” Beyond Philosophy © All rights reserved. 2001-2010 www.beyondphilosophy.com
  26. 26. Beyond Philosophy © All rights reserved. 2001-2010 www.beyondphilosophy.com
  27. 27. Beyond Philosophy © All rights reserved. 2001-2010 www.beyondphilosophy.com
  28. 28. Seven Philosophies for Building a Great Customer Experience Great Customer Experiences are: 1. A source of long-term competitive advantage 2. Created by consistently exceeding Customers physical & emotional expectations in areas that drive value 3. Differentiated by focussing on stimulating planned emotions 4. Enabled through inspirational leadership, an empowering culture and empathetic people who are happy and fulfilled 5. Designed “Outside In” rather than “Inside Out” 6. Revenue generating and can significantly reduce costs Beyond Philosophy © All rights reserved. 2001-2010 www.beyondphilosophy.com
  29. 29. Why is Customer Experience important? Construction company Increased profits by 50% Moved from 4th to 1st in market share Electrical Retailer Reduction in complaints by 20% Increase levels of trust by 10% 3% increase in „like for like‟ sales. Insurance company 76% to 6 % return calls – million calls of calls Moved from 73% to over 90% Customer satisfaction Telecoms – Business to Business Cost savings of 36% Increased revenues by 7% Beyond Philosophy © All rights reserved. 2001-2010 www.beyondphilosophy.com
  30. 30. Stock Performance Indications Compared the S&P 500 market index with the top 10 companies in the Forrester's CE Index and the CE laggards. Between 2007 and 2009 . Source: Watermark Consulting 2010. Beyond Philosophy © All rights reserved. 2001-2010 www.beyondphilosophy.com
  31. 31. Seven Philosophies for Building a Great Customer Experience Great Customer Experiences are: 1. A source of long-term competitive advantage 2. Created by consistently exceeding Customers physical & emotional expectations in areas that drive value 3. Differentiated by focussing on stimulating planned emotions 4. Enabled through inspirational leadership, an empowering culture and empathetic people who are happy and fulfilled 5. Designed “Outside In” rather than “Inside Out” 6. Revenue generating and can significantly reduce costs 7. An embodiment of the brand Beyond Philosophy © All rights reserved. 2001-2010 www.beyondphilosophy.com
  32. 32. The brand makes a promise in the market; the Customer Experience delivers that promise. Beyond Philosophy © All rights reserved. 2001-2010 www.beyondphilosophy.com
  33. 33. Questions? • Colin.shaw@beyondphilosophy.com London Office: 0207-917-1717 Atlanta Office: 1-678-638-6162 Beyond Philosophy © All rights reserved. 2001-2010 www.beyondphilosophy.com

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