A quick overview of the fundamentals of Customer Experience Management

1. Customer Experience
Management
May 2012
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2. What & why?
• The means by which customer interaction
with an organisation can be monitored,
improved & capitalised upon
• Wants, needs & goals
• Convert customers to advocates
• Increase share of wallet
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3. CEM touch-point 1.
Physical
eg. product; off line
advertising
One-way
communication
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4. CEM touch-point 2.
Personal
eg. telephone; face-
to-face
Two-way
communication
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5. CEM touch-point 3.
Interactive
eg. social & mobile
web / UGC
Multi-directional
communication
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6. Customer relationship lifecycle
Pre-purchase Purchase Post-purchase
Attraction Discovery Purchase Satisfaction Loyalty Advocacy
- Identity - Belief - Pleasure - Pride
- Values - Promise - Champion - Belonging
Emotional & psychological journey
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7. Why are advocates so important?
• New customer acquisition = £££££
• 2% retention increase = 10% profit increase
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8. The evolving importance of brand
• Consumers look for brand meaning, to
build & evolve their own identity
• Today’s transparent world enables
consumers to move fast
• So deep understanding & effective
management of their experience is vital
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9. CEM & brand experience
• Old brand =
image & identity
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10. CEM & brand experience
• New brand = values, belief, actions
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11. CEM & brand experience
Physical touch-
points
• Advertising
• Product
• DM & promotion
Lifecycle • Lifecycle
experience
experience
Brand
must reflect
Brand
experience values,
experience promise &
Interactive
touch-points
Personal touch-
points
psychological
• Social media
• Blogs
• Demos
• Sales / service
• Support
• Management
contract
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12. CRM CEM
• Enterprise process • Highly personalised,
focused real-time response
• Manages customers thro • Enhances experience
defined pathways • Creates value-oriented
• ‘Binary’ data collection interactions
• Build marketing & sales • Informs improvements
campaigns • Understand product &
• Informs & encourages service development
demand • Insight into wants
needs & goals
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13. Advantage CEM
Sharing &
social
interaction
Product &
Customer
service
feels valued
improves
Customer Encourages
experience ownership &
enhanced insights
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14. Effective CEM: cultural climate
• Demands a corporate mind-set that:
– Values social interaction as a means to get
closer to customers
– Has honesty & resolve to acknowledge &
deal with failings
– Is set up to establish communities of
purpose to drive further customer value
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15. Deliverables
• Powerful & highly segmentised insights
• ‘Big data’ provides opportunity for effective
behavioural analysis, insight & intelligence:
– Sales teams
– Marketing campaigns
– Service enhancement
– Product development
– Customer focused value
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16. What’s next?
• Continued ‘enterprisation’ through:
– The intention web:
• Mapping plans, aspirations, schedules,
likes etc
• Informs determines, predicts &
catalyses likely/anticipated
interactions
– Context aware mobile computing
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17. Bloomsbury Park