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BUILDING A CUSTOMER
EXPERIENCE FRAMEWORK
2015 HIGH FIVE CONFERENCE
WORKSHOP:
Worksheets included
KATE WILLIAMSON
WELCOME

WE’RE A BUNCH OF CX JUNKIES FROM CENTERLINE DIGITAL
@CENTERLINE DIGITAL
CAIT VLASTAKIS SMITH
JOHN...
WHAT IS A CUSTOMER EXPERIENCE FRAMEWORK?
A fancy name for a set of tools designed to help
you create viable customer exper...
THERE ARE THREE THINGS WE MUST EXPLORE TO HONE
OUR UNDERSTANDING AND SHAPE OUR TOOLS.
OUR AUDIENCE
1
OUR CUSTOMER
JOURNEY
...
THINK OF IT LIKE A PLAY.
THE CAST
THE STAGE
THE SCENES
OUR AUDIENCE
1
OUR CUSTOMER
JOURNEY
2
OUR USER SCENARIOS
3
THESE WO...
CUSTOMER
EXPERIENCE MAP
THESE ARE ALL INPUTS INTO OUR CUSTOMER EXPERIENCE
MAP.
CAST
STAGE
SCENES
where and how our
custome...
HOW DO THESE TOOLS PLAY INTO EXPERIENCE MAPS?
CONSIDER DECIDE PURCHASE
the stage
the actor
the scene
the person having
the...
BOTTOM LINE:
WE NEED THESE BUILDING BLOCKS IN PLACE IN ORDER
FOR OUR CUSTOMER EXPERIENCE MAPS TO BE VIABLE,
AND IN ORDER T...
LET’S BEGIN!
HERE’S YOUR
BUSINESS SCENARIO…
THE CAST
I.E. YOUR AUDIENCE
THE CAST is your audience.
The cast is not only your buyers, it is
comprised of anyone who has an 

impact on the customer...
Identify “The Cast” of
Fabian’s MotorSports
GROUP EXERCISE: PART I
THE CAST
Let’s segment the cast by our “lead actor” and
supporting actors.
THE CAST
Our Lead Actor for today’s workshop:
First-time luxury car buyer
ANDY JENKINS
THE CAST
Build empathy and understanding of your Lead Actor by
understanding his traits, behaviors, needs and pain points.
DEMOGRAP...
Complete the Actor
Profile
GROUP EXERCISE: PART II
THE CAST
GROUP EXERCISE: PART II
LEAD
ACTOR
What does he want to achieve?
What key personality
attributes should we consider?
What ...
GROUP EXERCISE: PART II
LEAD
ACTOR
Confidently knows what he likes and dislikes in a luxury vehicle
STRONG PREFERENCES
Con...
THE STAGE
I.E. YOUR CUSTOMER JOURNEY PHASES
THE STAGE is a comprehensive customer journey.
Laying a foundational model of what
phases our customers go through during
...
Provides a foundation for all possibilities of customer
journeys and accommodates all possible scenes
Shows a comprehensiv...
THE STAGE should be set from your audience’s
perspective.
Purchase vs. Sell
Decide vs. Convince
THE STAGE
Let’s take a look at an example of what we’re talking about.
NEED SHOP BUY
BECOME AWARE IDENTIFY SELECT JUSTIFY PURCHASE A...
Customer
Journey Phases
Shop
Buy Use
Advocate
Become AwareIdentify
Select
Justify
Purchase
Anticipate Initiate
Learn
Maint...
Identify the customer
journey phases for
Fabian’s Motorsports
customers.
GROUP EXERCISE
THE STAGE
GROUP EXERCISE
journey phase name
sub-phase name sub-phase name
What are customers doing during this phase?
What questions...
Example of a filled-in journey phase worksheet.
THE STAGE
EXAMPLE FABIAN’S MOTORSPORTS CUSTOMER JOURNEY
DESIRE EXPLORE SELECT
ACKNOWLEDGE JUSTIFY RESEARCH CONSULT NARROW SCRUTINIZE...
THE SCENES
I.E. SCENARIO PLANNING
THE SCENES are the common actions of your audience.
Descriptions of actions your audience is
currently taking — the specifi...
SCENARIOS should be based in reality.
What common actions are revealed through

web, email or social analytics?
What repea...
The process for creating SCENARIOS:
1. Identify
Potential Scenarios
Be picky. Not every
scenario identified is
common enoug...
Identify 3 “Scenes” of
potential customers of
Fabian’s MotorSports
GROUP EXERCISE: PART I
THE SCENES
Find potential SCENARIOS in data…
THE SCENES
Find potential SCENARIOS in data…
Based on Web Analytics
Based on Social
Listening
Based on Common
Questions to Sales
Pers...
Assign a lead actor and
write the scene for 1 of
those common actions
GROUP EXERCISE: PART II
THE SCENES
ACTOR
Andy
Jenkins
The Potential Scene For First Time Buyers:
THE SCENES
ACTOR
Andy
Jenkins
The Potential Scene For First Time Buyers:
Andy is looking for a specific car – a 1965 Maserati Sebring....
NOW, LET’S BUILD AN EXPERIENCE MAP.
CUSTOMER EXPERIENCE METRICS
Customer Lifetime Value is a great way to
measure Customer Experience delivery.
CLV should be used to help you understand
...
CLV figures are like credit scores. There are three main ways and you can average them all to get the best score.
1 (a) × t...
customer 1 customer 2 customer 3 customer 4 customer 5 average
expenditures
per visit $4,500 $5,000 $4,000 $3,350 $6,650 $...
1 (a) × t t (1 × s × c × p)
(1 + i + r )
alpha beta gamma
m
r
(a) Average Customer Value per Year = $18,500.
(c) Average C...
CLV alpha = (a) × t t (1 × s × c × p)
(1 + i - r )
alpha beta gamma
m
r
CLV alpha = ($18,005) × 20
CLV alpha = $360,100
CL...
What is the Relationship Between Customer Lifetime Value and Customer Experience?
A. How well we deliver CE influences all ...
CX FRAMEWORK WORKSHEETS
Notes:
Notes:
Notes:
Notes:
Thanks for checking out the CX Framework!
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How to Build a Customer Experience Framework

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A customer experience framework is a fancy name for a set of tools designed to help you create viable customer experience maps. By creating a framework, you can make sure your deliverable is telling a true story and ensure your thinking maintains a customer-centric focus. Learn about what goes into building a CX framework and how you can put it to use in your next project in this presentation.

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How to Build a Customer Experience Framework

  1. 1. BUILDING A CUSTOMER EXPERIENCE FRAMEWORK 2015 HIGH FIVE CONFERENCE WORKSHOP: Worksheets included
  2. 2. KATE WILLIAMSON WELCOME
 WE’RE A BUNCH OF CX JUNKIES FROM CENTERLINE DIGITAL @CENTERLINE DIGITAL CAIT VLASTAKIS SMITH JOHN LANE STEVEN KEITH @kateawilliamson @johnvlane @caitvsmith @stevenkeith
  3. 3. WHAT IS A CUSTOMER EXPERIENCE FRAMEWORK? A fancy name for a set of tools designed to help you create viable customer experience maps 1 A way to make sure that that our deliverable is telling a true story 2 A method for ensuring our thinking maintains a customer-centric focus 3
  4. 4. THERE ARE THREE THINGS WE MUST EXPLORE TO HONE OUR UNDERSTANDING AND SHAPE OUR TOOLS. OUR AUDIENCE 1 OUR CUSTOMER JOURNEY 2 OUR USER STORIES 3
  5. 5. THINK OF IT LIKE A PLAY. THE CAST THE STAGE THE SCENES OUR AUDIENCE 1 OUR CUSTOMER JOURNEY 2 OUR USER SCENARIOS 3 THESE WORK TOGETHER TO CREATE THE BUILDING BLOCKS OF OUR CX MAP
  6. 6. CUSTOMER EXPERIENCE MAP THESE ARE ALL INPUTS INTO OUR CUSTOMER EXPERIENCE MAP. CAST STAGE SCENES where and how our customers interact with our brand the group of actors that play the role of our customers roles context goals what our customers are actually trying to achieve Illustration adapted from: David Bessenhoffer & Matt Wilczynski
  7. 7. HOW DO THESE TOOLS PLAY INTO EXPERIENCE MAPS? CONSIDER DECIDE PURCHASE the stage the actor the scene the person having the experience the story of that experience the foundational journey stages on which we map the experience ADVOCATE
  8. 8. BOTTOM LINE: WE NEED THESE BUILDING BLOCKS IN PLACE IN ORDER FOR OUR CUSTOMER EXPERIENCE MAPS TO BE VIABLE, AND IN ORDER TO ESTABLISH THE RIGHT METRICS.
  9. 9. LET’S BEGIN! HERE’S YOUR BUSINESS SCENARIO…
  10. 10. THE CAST I.E. YOUR AUDIENCE
  11. 11. THE CAST is your audience. The cast is not only your buyers, it is comprised of anyone who has an 
 impact on the customer experience. THE CAST
  12. 12. Identify “The Cast” of Fabian’s MotorSports GROUP EXERCISE: PART I THE CAST
  13. 13. Let’s segment the cast by our “lead actor” and supporting actors. THE CAST
  14. 14. Our Lead Actor for today’s workshop: First-time luxury car buyer ANDY JENKINS THE CAST
  15. 15. Build empathy and understanding of your Lead Actor by understanding his traits, behaviors, needs and pain points. DEMOGRAPHICS: PSYCHOGRAPHICS: Answers: 
 “Who?” Answers: “How do they think?” “How do they behave?” “What keeps them up at night?” “What motivates them?” Good Gold THE CAST
  16. 16. Complete the Actor Profile GROUP EXERCISE: PART II THE CAST
  17. 17. GROUP EXERCISE: PART II LEAD ACTOR What does he want to achieve? What key personality attributes should we consider? What are his thoughts and sentiments toward 
 the car buying experience? What are his biggest needs/ worries/anxieties? THE CAST
  18. 18. GROUP EXERCISE: PART II LEAD ACTOR Confidently knows what he likes and dislikes in a luxury vehicle STRONG PREFERENCES Considers research “fun;” values other people’s reviews and insights THOROUGH Carefully thinks things through before making a big decision; numbers-driven ANALYTICAL To own his dream car: a 1965 Maserati Sebring To negotiate the purchase price within his luxury budget To have the car within his possession by Spring • First time purchasing a vehicle at the luxury car price point; feels green to the process; Not a collector, but would like to be treated like one. • Wants the car buying experience to feel personalized, since this is his first (and likely only) luxury purchase • Can’t find a single source of information to compare prices and information • Doesn’t have expert-level auto knowledge • Is unsure about who to trust ANDY JENKINS THE CAST
  19. 19. THE STAGE I.E. YOUR CUSTOMER JOURNEY PHASES
  20. 20. THE STAGE is a comprehensive customer journey. Laying a foundational model of what phases our customers go through during their relationship with us gives us
 a way to categorize behaviors and needs at certain points in time. THE STAGE
  21. 21. Provides a foundation for all possibilities of customer journeys and accommodates all possible scenes Shows a comprehensive view of all potential customer interactions with Fabian’s Motorsports Gives us a tool for aligning customer needs across touch points, allowing us to identify gaps and friction in specific customer journeys THE STAGE gives our stories a place to land. THE STAGE
  22. 22. THE STAGE should be set from your audience’s perspective. Purchase vs. Sell Decide vs. Convince THE STAGE
  23. 23. Let’s take a look at an example of what we’re talking about. NEED SHOP BUY BECOME AWARE IDENTIFY SELECT JUSTIFY PURCHASE ANTICIPATE USE INITIATE LEARN MAINTAIN ADVOCATE EVANGELIZE NETWORK perspective what the customer is doing, not the company actions phase labels describe customer actions relevance detailed sub-phases add context specific to our company THE STAGE
  24. 24. Customer Journey Phases Shop Buy Use Advocate Become AwareIdentify Select Justify Purchase Anticipate Initiate Learn Maintain Evangelize Network Need Journey phases are not always a linear process. THE STAGE
  25. 25. Identify the customer journey phases for Fabian’s Motorsports customers. GROUP EXERCISE THE STAGE
  26. 26. GROUP EXERCISE journey phase name sub-phase name sub-phase name What are customers doing during this phase? What questions will customers have during this phase? What emotions will customers be experiencing during this phase? What content will help the customer most at this point in the journey? THE STAGE
  27. 27. Example of a filled-in journey phase worksheet. THE STAGE
  28. 28. EXAMPLE FABIAN’S MOTORSPORTS CUSTOMER JOURNEY DESIRE EXPLORE SELECT ACKNOWLEDGE JUSTIFY RESEARCH CONSULT NARROW SCRUTINIZE ACQUIRE PURCHASE ANTICIPATE ENJOY ADOPT …the idea of owning a luxury car …the idea to self or to others …options casually and seek the opinions of others …with influencers and experts (human and non) …narrow down choices NEGOTIATE …those options thoroughly …terms of deal …selected option VALIDATE …final ownership SHARE …lifestyle of ownership …decision (intrinsic or otherwise) …and promote decision and lifestyle with others THE STAGE
  29. 29. THE SCENES I.E. SCENARIO PLANNING
  30. 30. THE SCENES are the common actions of your audience. Descriptions of actions your audience is currently taking — the specific steps —
 will help you better understand motivation and mindset, and therefore help you craft better experiences. THE SCENES
  31. 31. SCENARIOS should be based in reality. What common actions are revealed through
 web, email or social analytics? What repeating questions or requests are being fielded by your sales staff? THE SCENES
  32. 32. The process for creating SCENARIOS: 1. Identify Potential Scenarios Be picky. Not every scenario identified is common enough to spend time on. 2. Assign A Lead Actor For Each Scenario The lead actor represents the mindset and perspective within the scene. 3. Write The Narrative Of Each Scenario Write the story of the actors thought and action as they complete the scene. THE SCENES
  33. 33. Identify 3 “Scenes” of potential customers of Fabian’s MotorSports GROUP EXERCISE: PART I THE SCENES
  34. 34. Find potential SCENARIOS in data… THE SCENES
  35. 35. Find potential SCENARIOS in data… Based on Web Analytics Based on Social Listening Based on Common Questions to Sales Person is searching Google for a specific car that is in our inventory. Person is looking for advice on best places to find a high-end broker. Person is looking for validation of quality… wants to understand the level of expertise of on- staff mechanics/ restoration leads. THE SCENES
  36. 36. Assign a lead actor and write the scene for 1 of those common actions GROUP EXERCISE: PART II THE SCENES
  37. 37. ACTOR Andy Jenkins The Potential Scene For First Time Buyers: THE SCENES
  38. 38. ACTOR Andy Jenkins The Potential Scene For First Time Buyers: Andy is looking for a specific car – a 1965 Maserati Sebring. As a first-time luxury/collectable car buyer, Andy has turned to Google because he doesn’t know where to start. He takes the approach of a specific search, but without context. (E.G. “1965 Maserati Sebring” rather than “1965 Maserati Sebring For Sale.”) The search results lead him to our site because we had a 1965 Maserati Sebring that sold last month, and we have kept the listing up. We’ve done that to ensure we continue to capture traffic for specific autos, as it gives us a chance to let people know that we can help them find something that might not be in inventory. So Andy clicks the “Let Us Help You Find The Car Of Your Dreams” button on the site and is directed to our Broker Services page. From there, he fills out a THE SCENES
  39. 39. NOW, LET’S BUILD AN EXPERIENCE MAP.
  40. 40. CUSTOMER EXPERIENCE METRICS
  41. 41. Customer Lifetime Value is a great way to measure Customer Experience delivery. CLV should be used to help you understand how much to spend to acquire new customers and more generally, how well your spend is retaining existing customers. THE METRICS
  42. 42. CLV figures are like credit scores. There are three main ways and you can average them all to get the best score. 1 (a) × t t (1 × s × c × p) (1 + i + r ) alpha beta gamma m r Here are the two steps in the calculation: Step 1: Average variables. • average a sampling of customer expenditures per visit • determine number of visits per year • average customer value per year (expenditures X visits) Step 2: Calculate and average the three CLV outcomes Customer Lifetime Value as a metric “North Star” = THE METRICS
  43. 43. customer 1 customer 2 customer 3 customer 4 customer 5 average expenditures per visit $4,500 $5,000 $4,000 $3,350 $6,650 $4,700 (s) visits per year 3 2.5 6 5 3.5 4 (c) average customer value per year $13,500 $12,500 $24,000 $16,750 $23,275 $18,005 (a) Calculating Customer Lifetime Value. First we need to gather a sampling of five customers. = THE METRICS
  44. 44. 1 (a) × t t (1 × s × c × p) (1 + i + r ) alpha beta gamma m r (a) Average Customer Value per Year = $18,500. (c) Average Customer Visits per Year = 4. (s) Average Expenditure per Visit = $4,700. (t) The Average Customer Lifespan (how long someone remains a customer) = 20 years. (r) Customer Retention Rate. The percentage of customers, who, over a given period of time, repurchase, when compared to an equal and preceding period of time. = 67%. (i) The Rate of Discount. The “rate of discount” is the interest rate used in discounted cash flow analysis to determine the present value of future cash flows. Usually this number falls between 8% and 15%. = 15%. (p) Profit Margin per Online Customer National Instruments: 15% (m) Avg. Gross Margin per Customer Lifespan. Fictional profit margin of 15% (see constant “p”). If the average customer spends $270,000 during their time as a customer (“t”), = gross margin per customer lifespan of $40,500. = THE METRICS
  45. 45. CLV alpha = (a) × t t (1 × s × c × p) (1 + i - r ) alpha beta gamma m r CLV alpha = ($18,005) × 20 CLV alpha = $360,100 CLV beta = 20 ($4,700 X 4 X .15) CLV beta = 20 ($4,700 X 4 X .15) CLV beta = $56,400 (i) = 10%(r) = 67%(t) = 20 years (a) = $18,005 (c) = 4 (s) = $4,700 (m) = $40,500 (p) = 15% CLV gamma = $40,500 (67%/ 1 + 15% - 67%) CLV gamma = $40,500 (.67/ 1 + .15 - .67) CLV gamma = $40,500 (1.15 - .67) CLV gamma = $40,500 (.48) CLV gamma = $19,440 Average CLV = $360,100 + $56,400 + $19,440 / 3 Average CLV = $145,313 = THE METRICS
  46. 46. What is the Relationship Between Customer Lifetime Value and Customer Experience? A. How well we deliver CE influences all the variables used to calculate CLV 1. Average Customer Value per Year 2. Average Customer Visits per Year 3. Average Expenditure per Visit 4. The Average Customer Lifespan 5. Customer Retention Rate 6. Profit Margin per Online Customer 7. Avg. Gross Margin per Customer Lifespan B. Positive customer experiences delivered are reflected in the variables C. The better the experience delivered, the better the CLV outcome D. The better the CLV outcome, the better the revenue picture Correlation Causation By better understanding CLV, we can better understand how to invest in better customers. = THE METRICS
  47. 47. CX FRAMEWORK WORKSHEETS
  48. 48. Notes:
  49. 49. Notes:
  50. 50. Notes:
  51. 51. Notes:
  52. 52. Thanks for checking out the CX Framework!

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