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Selling the Value of a Customer Experience Strategy

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There’s no question that great customer experience delights customers, creates loyalty, and attracts prospects. Management has put you in charge of creating a customer experience that differentiates your organization! Where do you start?

Although customer-centric strategies might be thought of as “common sense” they can actually be quite complex. In this session we’ll discuss the importance of establishing a CX strategy and explore the core elements your strategy should include.

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Selling the Value of a Customer Experience Strategy

  1. 1. Selling the Value of a Customer Experience Strategy Mark Gavin Vice President – Strategic ConsultingAvtex Customer Conference 2012The Intersection of Technology and Customer ExperienceHyatt Regency | Minneapolis |10.25.2012Avtex Customer Conference 2012 The Intersection of Technology and Customer Experience Hyatt Regency | Minneapolis |10.25.2012
  2. 2. Agenda• Customer Experience Basics• Selling the Value• Getting Started• Customer Story – CPP North America• Wrap Up – Q&AAvtex Customer Conference 2012The Intersection of Technology and Customer ExperienceHyatt Regency | Minneapolis |10.25.2012
  3. 3. Customer Experience BasicsAvtex Customer Conference 2012The Intersection of Technology and Customer ExperienceHyatt Regency | Minneapolis |10.25.2012
  4. 4. Customer Experience BasicsWhat it is… What it isn’t…• CX = customer’s perception • New slogan and fresh of your coat of paint company, products, service • An approach to satisfy all s (branding, marketing, pre-sales to customer personas fulfillment, delivery, support) • One-off Project• Excellent CX creates competitive differentiation • Easy to implement and manage• Customer Experience is Profitable! Avtex Customer Conference 2012 The Intersection of Technology and Customer Experience Hyatt Regency | Minneapolis |10.25.2012
  5. 5. Customer Experience Basics“Ecosystem” - understand the elements that influence experienceAvtex Customer Conference 2012The Intersection of Technology and Customer ExperienceHyatt Regency | Minneapolis |10.25.2012
  6. 6. Selling the Value of Customer Experience ProgramsAvtex Customer Conference 2012The Intersection of Technology and Customer ExperienceHyatt Regency | Minneapolis |10.25.2012
  7. 7. Treat CX as a Business Discipline1). Build a strong business case. 2). Demonstrate how CX is profitable!Make it easy for CFO to compare – Good CX increasesCX w/competing projects loyalty  Revenue (Outside In – pg 30-31) • Retained revenue via lower customer churn • Incremental purchases from current customers • New sales resulting from word of mouthAvtex Customer Conference 2012The Intersection of Technology and Customer ExperienceHyatt Regency | Minneapolis |10.25.2012
  8. 8. Does Good CX Really Payoff?Let me count the ways… 1) Retained Revenue 2) Incremental Purchases ??? 3) Word-of-Mouth RevenueAvtex Customer Conference 2012The Intersection of Technology and Customer ExperienceHyatt Regency | Minneapolis |10.25.2012
  9. 9. Treat CX as a Business Discipline Customer experience is profitable! – Good CX increases loyalty  Revenue (Outside In – pg 30-31) • Retained revenue via lower customer churn • Incremental purchases from current customers • New sales resulting from word of mouth – Customer experience drives cost savings • CX assessment identifies inefficiencies within the customer journey • Identify the problem  Fix  Measure the resultAvtex Customer Conference 2012The Intersection of Technology and Customer ExperienceHyatt Regency | Minneapolis |10.25.2012
  10. 10. Customer Experience Strategy – Getting StartedAvtex Customer Conference 2012The Intersection of Technology and Customer ExperienceHyatt Regency | Minneapolis |10.25.2012
  11. 11. CX Strategy FundamentalsDo your homework 1). Understand your CX ecosystem! (…Breakout Session #2!) 2). Great customer experiences don’t happen by accident (Source: Outside In) 3). Your CX strategy must support your corporate strategy (Source: Outside In) 4). Your CX strategy must align with your brand (Source: Outside In) 5). Your CX strategy must be specific, clear & memorable (Source: Outside In)Avtex Customer Conference 2012The Intersection of Technology and Customer ExperienceHyatt Regency | Minneapolis |10.25.2012
  12. 12. Customer Story – CPP North AmericaAvtex Customer Conference 2012The Intersection of Technology and Customer ExperienceHyatt Regency | Minneapolis |10.25.2012
  13. 13. CPP North AmericaIntroduction• Jeannine Peterson – SVP, Consumer Experience• CPP Group – UK HQ;16 locations world-wide• 200+ Business Partners; B-B-C business model• CPPNA partners primarily with major financial institutions to sell life assistance products • Identity Theft Protection • Purchase Protection • Concierge line• Primary consumer channel is telemarketingAvtex Customer Conference 2012The Intersection of Technology and Customer ExperienceHyatt Regency | Minneapolis |10.25.2012
  14. 14. CPP North AmericaWhat We Know About Our Customer Experience…• CPP has core competency in go-to-market strategies and telemarketing channels• Constantly in pursuit of superior consumer experience• Consistently adhere to telemarketing sales rules and regulations and offer is truly compelling• Consumers very interested in life assistance products and serviceAvtex Customer Conference 2012The Intersection of Technology and Customer ExperienceHyatt Regency | Minneapolis |10.25.2012
  15. 15. CPP North AmericaWhere We Want To Go…• Desire to take consumer experience to next-level• CPP Group has core belief and aspiration to put customers at the heart of all we do - across all countries and regions• We know we have some opportunities from a technology perspective and the customer journey and touch points need to be more seamless.• We are also in transition from an innovation perspective and we are reinventing our products and place in the marketAvtex Customer Conference 2012The Intersection of Technology and Customer ExperienceHyatt Regency | Minneapolis |10.25.2012
  16. 16. CPP North AmericaWhere We Want To Go…• Need to manage the experience holistically, integrating all points• Belief that to set ourselves apart and create a new and lasting source of competitive advantage, we must manage the customer experience – how customers experience brand at every interaction and in every channel• Objective to serve customers intelligently and profitably.Avtex Customer Conference 2012The Intersection of Technology and Customer ExperienceHyatt Regency | Minneapolis |10.25.2012
  17. 17. CPP North AmericaProgress To Date:• Commissioned Avtex to define Consumer Experience Strategic Roadmap• Developed Consumer Experience Metrics and Dashboard• Convened Customer Advocacy Council• Launched customer satisfaction survey and feedback loop and gather net-promoter score• Integration of technology touch points is a work in progress• Product enhancements underway to capitalize on consumer experience findings and analysisAvtex Customer Conference 2012The Intersection of Technology and Customer ExperienceHyatt Regency | Minneapolis |10.25.2012
  18. 18. CPP North AmericaRecommendations and Lessons Learned (…so far):• Best place to start is to define the customer experience roadmap and define strategy and milestones – Avtex Consumer Experience Strategic Roadmap Offering is top flight way to start• Ensure the process includes marketing, sales and services• Define clear responsibilities and objectives• Treat Consumer Experience as part of the company, not as a project – Create a service culture• Establish stakeholder management• Do not underestimate change management requirements• Keep the project simple and small, then roll it out• Build a solid business case• Define short term ROI objectives – Understand how longer term value with be created and then track• Keep customer retention and profit as central objectives – CEM initiatives must be designed to encourage lifetime value and systems should be put in place with improved customer insight and management in mindAvtex Customer Conference 2012The Intersection of Technology and Customer ExperienceHyatt Regency | Minneapolis |10.25.2012
  19. 19. Call to Action!Avtex Customer Conference 2012The Intersection of Technology and Customer ExperienceHyatt Regency | Minneapolis |10.25.2012
  20. 20. Call to ActionPutting this information to work… • Does your organization have a CX vision & strategy? • Learn More – Conference Call / Meeting • Avtex can help! 1)Customer Experience Assessment Considerations – CEO  Macro level; End-to-End Journey – iCEO  Macro baseline; micro focus – Hybrid 2)IT Assessment – “…do we have the IT foundation?” 3)Customized Approach • Contact your Account Executive or mgavin@avtex.comAvtex Customer Conference 2012The Intersection of Technology and Customer ExperienceHyatt Regency | Minneapolis |10.25.2012
  21. 21. Questions?Avtex Customer Conference 2012The Intersection of Technology and Customer ExperienceHyatt Regency | Minneapolis |10.25.2012
  22. 22. Avtex Customer Conference 2012The Intersection of Technology and Customer ExperienceHyatt Regency | Minneapolis |10.25.2012

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