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A Customer experience management framework

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Customer experience management builds both on well-known and new elements. The ‘customer expectations – company promises’ gap is already established. Yet, expectations have to be addressed along the total customer journey. Experience design is rather new, although partially related to user design and service design. Correctly capturing customer experience (methodologies, metrics, mapping) needs further exploration.

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A Customer experience management framework

  1. 1. Executive seminar Πολυ-καναλικό Μάρκετινγκ & εμπειρία πελάτη Customer experience management: An integrative framework by Sergios Dimitriadis
  2. 2. What the customer does and experiences (CJ mapping, CX measures) What the customer expects (expectations) What the company offers (process & CΧ design) What the company promises (positioning, communication) Gap Gap Gap Gap A CX management framework Channels
  3. 3. What the customer does and experiences (CJ mapping, CX measures) What the customer expects (expectations) What the company offers (process & CΧ design) What the company promises (positioning, communication) Gap Gap Gap Gap A CX management framework Channels
  4. 4. Customer experience What the company has promised  brand positioning  customer value proposition  the promise  vision, values, mission  communication … to external and internal customers
  5. 5. Brand positioning –The promise So, is it shared by all …  internal stakeholders  personnel – employees  partners ?
  6. 6. What the customer does and experiences (CJ mapping, CX measures) What the customer expects (expectations) What the company offers (process & CΧ design) What the company promises (positioning, communication) Gap Gap Gap Gap A CX management framework Channels
  7. 7. What the customer expects Benchmarks: • past experiences • WoM • personal standards • context Customer experience
  8. 8. Meet or exceed customer expectations? Customer experience
  9. 9.  You deliver both feelings AND specs  Customers have different levels of expectations along the Customer Journey  Expectations are person and context specific -> personas Customer experience
  10. 10. So…  How well do you know your customers’ expectations?  Have you identified the critical moments of the Customer Journey? Customer experience
  11. 11. What the customer does and experiences (CJ mapping, CX measures) What the customer expects (expectations) What the company offers (process & CΧ design) What the company promises (positioning, communication) Gap Gap Gap Gap A CX management framework Channels
  12. 12. Customer journey mapping How?  in-house workshop  ethnography, shadowing, service safari, diary  interviews, focus groups  analytics (attribution models, etc) Customer experience
  13. 13. Attribution Models & Paths
  14. 14. Customer Journey mapping: methodologies Consumer Journey Phase Need recognition Information search Evaluation of alternatives Decision Purchase Use Post-use behavior Who, What, How Prospects, follow them along the total journey Current customers / users (given personas) Past customers For all users Recruitment issues: how many? Filtering?
  15. 15. What the customer does and experiences (CJ mapping, CX measures) What the customer expects (expectations) What the company offers (process & CΧ design) What the company promises (positioning, communication) Gap Gap Gap Gap A CX management framework Channels
  16. 16. What your channels are designed, briefed, instructed, constrained, empowered to deliver (CΧ design). • product • service • employees • terms & conditions • service scape • processes & operations Customer experience
  17. 17. Customer journeys vs Blueprints Customer experience
  18. 18. • Social interactions • Crowd-sourced & peer-to-peer experiences • Self-generated experiences Customer experience
  19. 19. https://www.digima.gr/customer-experience/

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