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The Evolution of Customer
Experience
Maria Kounaki, Customer Experience Consultant, Uni Systems
CX | Customer Journey
CX | From Quality Services to Remarkable Experiences
Basic data captured in CRM.
Segmented communication
is triggered. New touchpoint added.
Customer X
Customer reacts to a
digital “Awareness”
Campaign and fills-in a
website form.
Receives a newsletter
with an attractive
promo.
Visits the store and
downloads Parking App.
Contacts the Contact
Center to get
directions.
Real time response.
CX | From Quality Services to Remarkable Experiences
Receives a survey email
to evaluate the overall
experience.
Writes a review @
social media.
Katherine
25-34 age group
Driver
Loyalty member
Interacts to email campaigns
Phygital Interactions.
Through the Interactive
Kiosk – registers to the
loyalty program.
Real time feedback. All touchpoints are monitored.
New touchpoint added
Interacts with the
“loyalty” to learn
the earned
points.
CRM Platform
All in one Contact
Center Solution
In-store CX
Technologies
Customer Journey
Analytics Software
Voice Of Customer
Platform
Data Analytics
Customer data capturing.
Marketing automations.
Segment & Analyze your
audience.
Personalized campaigns.
Seamless cross-channel
support.
Be in touch anywhere,
anytime.
Personalize customer
experiences at scale.
Maximize your investments
in existing technologies.
Digital Signs, Mobiles,
Interactive Kiosks and
Electronic Price Labels.
The accelerator a retailer
needs to support rich and
engaging customer
experiences across stores.
Quantify Customer
Experience.
Differentiate the
Meaningful Journeys.
Design Personalized
Experiences.
Understanding how
consumers feel through:
• Best-in-class Surveys
• Speech
• Social and 3rd Party
Reviews
• SMS/Chat/Messaging
• Point of Sale
Data is everywhere!
Action-oriented analytics
and artificial intelligence
can magnify the impact of
every customer and
employee experience by
providing data-driven
guidance at critical
decision points.
Your Customer at the Spotlight
Assess
Customer
360o Consult
Evaluate Organization Assets & Awareness
Internal Data Sources Internal Systems CX
awareness & related initiatives.
Customer Journeys pain-points discovery,
selection, evaluation CX metrics selection,
calculation, benchmark against best
practice.
Consult on short to long term
improvements, present, share vision, agree.
Focus on Quick Wins.
Integrated Data-driven CX
Measure
Measure success on CX metrics
Calculate impact on commercial KPI’s
Proceed to Next Best Improvement.
Improve
Apply CX Governance Implement &
deliver improvements.
CX @ Uni Systems | Methodology
No matter how great the destination,
what really matters is the journey;
this is what we’ll remember in the end.
“
”
The Evolution of Customer Experience

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The Evolution of Customer Experience

  • 1. The Evolution of Customer Experience Maria Kounaki, Customer Experience Consultant, Uni Systems
  • 2.
  • 3. CX | Customer Journey
  • 4. CX | From Quality Services to Remarkable Experiences Basic data captured in CRM. Segmented communication is triggered. New touchpoint added. Customer X Customer reacts to a digital “Awareness” Campaign and fills-in a website form. Receives a newsletter with an attractive promo. Visits the store and downloads Parking App. Contacts the Contact Center to get directions. Real time response.
  • 5. CX | From Quality Services to Remarkable Experiences Receives a survey email to evaluate the overall experience. Writes a review @ social media. Katherine 25-34 age group Driver Loyalty member Interacts to email campaigns Phygital Interactions. Through the Interactive Kiosk – registers to the loyalty program. Real time feedback. All touchpoints are monitored. New touchpoint added Interacts with the “loyalty” to learn the earned points.
  • 6. CRM Platform All in one Contact Center Solution In-store CX Technologies Customer Journey Analytics Software Voice Of Customer Platform Data Analytics Customer data capturing. Marketing automations. Segment & Analyze your audience. Personalized campaigns. Seamless cross-channel support. Be in touch anywhere, anytime. Personalize customer experiences at scale. Maximize your investments in existing technologies. Digital Signs, Mobiles, Interactive Kiosks and Electronic Price Labels. The accelerator a retailer needs to support rich and engaging customer experiences across stores. Quantify Customer Experience. Differentiate the Meaningful Journeys. Design Personalized Experiences. Understanding how consumers feel through: • Best-in-class Surveys • Speech • Social and 3rd Party Reviews • SMS/Chat/Messaging • Point of Sale Data is everywhere! Action-oriented analytics and artificial intelligence can magnify the impact of every customer and employee experience by providing data-driven guidance at critical decision points. Your Customer at the Spotlight
  • 7. Assess Customer 360o Consult Evaluate Organization Assets & Awareness Internal Data Sources Internal Systems CX awareness & related initiatives. Customer Journeys pain-points discovery, selection, evaluation CX metrics selection, calculation, benchmark against best practice. Consult on short to long term improvements, present, share vision, agree. Focus on Quick Wins. Integrated Data-driven CX Measure Measure success on CX metrics Calculate impact on commercial KPI’s Proceed to Next Best Improvement. Improve Apply CX Governance Implement & deliver improvements. CX @ Uni Systems | Methodology
  • 8. No matter how great the destination, what really matters is the journey; this is what we’ll remember in the end. “ ”