Customer experience management requires embracing of customers' constructive feedback. It is more systematic and broad than typical customer advocacy efforts. See https://ClearAction.com

1. When Bad News is Good News
Customer Experience Improvement
1
LYNN HUNSAKER
CHIEF CUSTOMER OFFICER

2. ClearAction Continuum
2© Copyright ClearAction Continuum. All rights reserved.
Good news is no news
No news is bad news
Bad news is good news!
-Jim Morgan, Chairman, Applied Materials

3. ClearAction Continuum
3© Copyright ClearAction Continuum. All rights reserved.
1%
Reduction
of Negative
Word-of-Mouth
1%
Increase
of Positive
Word-of-Mouth
0.41% Revenue Growth 0.14% Revenue Growth
300% ROI on reducing negative buzz
compared to increasing positive buzz -London School of Economics
Advocacy Drives Growth study
3X ROI on Substance Versus Sizzle
Highest Growth from Ease-of-Doing-Business

4. ClearAction Continuum
4© Copyright ClearAction Continuum. All rights reserved.
Key #1: Plan Full Use of Customer Feedback
Marketing
Sales
Customer
Engineering
Production Human
Resources
Engineering
MarketingFinance
Sales
Traditional View Customer-Centric View

5. ClearAction Continuum
5© Copyright ClearAction Continuum. All rights reserved.
Customer
Segment
-ation
Market
Selection
/ Focus
Value
Position
-ing
Product
Develop
-ment
Service
Develop
-ment
Pricing Sourc
-ing
Making
Distribut
-ing
Servicing
Sales
Force
Sales
Prom
-otion
Adver
-tising
Choose the Value Provide the Value Communicate Value
Databases
Automation
Custom Messages
Custom Services
References
Games, Rewards
Communities,
Web 2.0
etc.
Surveys
Advisory
Boards
User Groups
Lost Sales
Complaints
Lifetime Value
etc.
Total
Customer
Analysis Customer
Value
Guidance
Usability
Ethnography
Lifecycle Analysis
Purchase Process
Post-Purchase
Complements
etc.
Sales
Service
Billing
Switchboard
Website, Ads
Collateral,
Events
etc.
Touchpoint Alignment
Total Experience Innovation Loyalty Behavior
Programs
Key #3: Integrate Intelligence Sources & Actions

6. ClearAction Continuum
6© Copyright ClearAction Continuum. All rights reserved.
CEM: Take Advocacy To The Next Step
Traditional
Advocacy
Advantage
Go To The
Next Level
Expedite issues
for big customers
Retain large
accounts
Prevent issues systematically &
Align effort with lifetime value
Rewards, Communities,
Experiential marketing,
CRM
Increase
revenue
Ensure seamless touch-points &
Prevent hassles
Advisory boards,
Reference programs,
Surveys
Become
customer-centric
Product user groups,
Usability testing
Improve
product performance
Customer service Maintain use
of product

7. ClearAction Continuum
7© Copyright ClearAction Continuum. All rights reserved.
Customer Experience
Management (CEM)
Online
Communities,
Blogs
Automation:
Sales Force,
Customer Service,
Marketing
Games,
Rewards
Events
Customized
Messages
& ServicesReferences,
Advisory
Boards,
User Groups
Surveys
Typical Customer Programs – Not Connected!
Customer Experience Management: Do The Whole Job

8. ClearAction Continuum
8© Copyright ClearAction Continuum. All rights reserved.
Customer Experience
Management (CEM)
CRM Customer
Engagement
Experiential
Marketing
Online
Communities,
Blogs
Automation:
Sales Force,
Customer Service,
Marketing
Games,
Rewards
Loyalty Behavior
Programs
Events
Customized
Messages
& ServicesReferences,
Advisory
Boards,
User Groups
Surveys
Subset: CRM
Customer Experience Management: Do The Whole Job

9. ClearAction Continuum
9
ClearAction Continuum
9
See the rest of this presentation in
 GETTING & KEEPING CUSTOMERS
 DRIVING GROWTH & INNOVATION
 DATA & METRICS THAT WORK
 CREATIVITY WITHIN BOUNDARIES
 DRIVING ACCOUNTABILITY & COMMITMENT
 GETTING EVERYONE ON THE SAME PAGE
Join today:
https://ClearAction.com/value-exchange
Ask for a demo:
Success@ClearAction.com

10. ClearAction ContinuumClearAction Continuum
10
Increase: Maximize: Decrease:
• Follow-through
• Ability to prioritize
• Productivity of resources
• Employee engagement
• Strategic vs. tactical work
• Resource acquisition
• Stakeholder satisfaction
• Stakeholder cooperation
• Team collaboration
• Right the first time
• Job satisfaction
• Continuity
• Project stalls
• Duplicated resources
• Redundant efforts
• Rework
• Employee turnover
• Alliance workloadAlignment (bridging silos) is the
next frontier in CX ROI
Design of ClearAction Value Exchange based on research with American Express, Aon, Apple, Ariba,
Clorox, Covidien, Eli Lilly, Global Foundries, HP, Microsoft, NVIDIA, SAP and beta-testing with many others
ClearAction Value Exchange KPIs are multipliers on your CX investments
SaaS for real-time
personalized action plans
to tackle these silos
30-minute bites
AI-curated resources
DIY and interactive
VP-level to intern-level
Shared vision
Collective capability
© 2019 ClearAction Continuum.

11. ClearAction Continuum
ClearAction Continuum closes the brand-customer gap.
ClearAction Value Exchange members in marketing
& customer experience, care & success roles access
real-time, 24x7, bite-sized personal solutions to
navigate silos for customer value performance
ClearAction Advisory clients strategically
operationalize marketing & customer experience
for scalability, resource productivity & enduring
customer value performance
1111
Customer value performance momentum
© 2019 ClearAction Continuum.
ClearAction Continuum

12. ClearAction Continuum
Ask about customer value performance momentum
ClearAction Continuum
12
DNA MASTER PLAN™
STRATEGIC RENEWAL™
CLEARACTION VALUE EXCHANGE™
DNA ACTIVATION™
MARKET RESPONSIVENESS INDEX™
DX AGILITY™
DNA TRANSFORMATION™
DX ALTITUDE™
RACE™
(RAPID ANALYTICS CUSTOMER ENVIRONMENT)
VOX MODERNIZED™
VOX ACTIONABILITY™
SHARKTΛINK™
CX growth aspirations:
 Business results via trust-building
 Consistency via silo-bridging
 All-employee engagement
 Prevention and anticipation
 CX as managerial context
 Profit impact in daily decisions
https://clearaction.com/customer-centered-business-10-keys-organic-growth/© 2019 ClearAction Continuum.
Success@ClearAction.com

13. ClearAction Continuum
13
ClearAction Continuum
We’re honored to influence these companies
PARTIAL LIST OF CLIENTS
© 2019 ClearAction Continuum.

14. ClearAction Continuum
14
ClearAction Continuum
ClearAction clients’ experiences
Because each of the ClearAction
team members managed CX in B2B
for a number of years, they provided
personal examples and practical
tools that could be implemented right
away. It was incredibly beneficial for
us to work with them for several
occasions. They elevated our
collective knowledge and helped us
achieve a higher level of CX maturity.
– A. Chu, Dir Customer Experience
ClearAction is an expert in business
operations and has been an
invaluable resource for us to learn
best-practices in many areas. They
taught us things that would not
readily cross our minds, but after they
explain, it makes total sense, and this
increased our efficiency and
accuracy in many areas. I highly
recommend ClearAction.
– K. Van Diepen, Dir Marketing Communications
ClearAction has been at the forefront
of helping companies like ours
reduce chaos, maximize resources
and achieve impactful results.
They’ve provided mission-critical
guidance to begin the process of
building a strong marketing
operations function that supports our
company’s growth, scale and
continuous improvement objectives.
– K. Chalmers, Dir Marketing Operations
© 2019 ClearAction Continuum.

15. ClearAction Continuum
Customer value performance momentum