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Customer Experience (CX)
People-centric focus for designing the best
customer interactions
April 10, 2014
Duane Hunt
Inten...
CSAT vs. CX
No level of Satisfaction
will overcome a
Bad Experience!
How many of you remember these?
Industry Terms, Methods & Metrics
• VOC (Voice of the Customer) – general industry term
• CSAT (Customer Satisfaction) – g...
Definition:
Fostering an environment that creates positive,
memorable human encounters
Design for
MEMORIES
Focus on
Moment...
CX Core Competencies
The “Second Mile”
• Best chicken sandwich?? (Why so Loyal?)
• Philosophy - Second Mile Is Second Nature
– Moments of Truth...
Intentional Design of the
Customers’ Experience
These things don’t just happen by accident – they
have to be engineered.
A...
Considerations & Suggested Steps
• Survey your customers regarding their satisfaction
– Use an industry standard method; o...
Links to Presentation References
• Duane Hunt (Intentional Leadership Partners) Check out my service
offerings, and sign u...
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Customer Experience (CX)

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People-centric focus for designing the best customer interactions

April 10, 2014

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Customer Experience (CX)

  1. 1. Customer Experience (CX) People-centric focus for designing the best customer interactions April 10, 2014 Duane Hunt Intentional Leadership Partners, LLC www.IntentionalLeadershipPartners.com www.JohnMaxwellGroup.com/DuaneHunt
  2. 2. CSAT vs. CX No level of Satisfaction will overcome a Bad Experience! How many of you remember these?
  3. 3. Industry Terms, Methods & Metrics • VOC (Voice of the Customer) – general industry term • CSAT (Customer Satisfaction) – general industry term • CxPi (Customer Experience Index) - Forrester • CES (Customer Effort Scores) – Harvard Business Review • ES (Emotional Signature) - Beyond Philosophy - (significant memories are typically tied to emotions) – Moments of Truth • Disney • NPS (Net Promoter Score) – “The Ultimate Question” (loyalty/delight – Fred Reichheld) • PCxD (People-Centric Experience Design).
  4. 4. Definition: Fostering an environment that creates positive, memorable human encounters Design for MEMORIES Focus on Moments that matter the most M Align through PURPOSE Inspire loyalty and alignment P Guide with EMPATHY Base decisions on Deep Customer insight E People-Centric Experience Design (PCxD): The Power of Purpose, Empathy, and Memories
  5. 5. CX Core Competencies
  6. 6. The “Second Mile” • Best chicken sandwich?? (Why so Loyal?) • Philosophy - Second Mile Is Second Nature – Moments of Truth • S. Truett Cathy embedded this practice into the company culture, and said, “Being in the food business, you have to remember to do each and every thing right, every time.”
  7. 7. Intentional Design of the Customers’ Experience These things don’t just happen by accident – they have to be engineered. All your customers will get an experience - whether you've designed that experience or not. If you want it to be the best possible experience, you can’t leave it to chance - You have to be intentional.
  8. 8. Considerations & Suggested Steps • Survey your customers regarding their satisfaction – Use an industry standard method; or a combination (CSAT, CES, NPS) – Ask Customers for suggestions • Lots of ways to do it (cards; Facebook; SurveyMonkey; etc.) – Track Progress & Results • Map the customers’ journey (PCxD) – From their perspective, and identify at least some of the moments of truth. Then consider what you want to have happen – each and every time – to guarantee a positive interaction from the customers’ perspective. – Train your folks, and let them know how important it is to the business’ success. Reinforce right behaviors. • Align with a Value Proposition
  9. 9. Links to Presentation References • Duane Hunt (Intentional Leadership Partners) Check out my service offerings, and sign up for a free gift at: – www.JohnMaxwellGroup.com/DuaneHunt/ (link for Free gift is at the bottom of the page) – www.IntentionalLeadershipPartners.com • CSAT (Customer Satisfaction) – general industry term • CxPi/CXI (Customer Experience Index) - Forrester – http://www.adobe.com/enterprise/pdfs/customer_experience_index_2010.pdf – http://www.forrester.com/The+Customer+Experience+Index+2011/fulltext/-/E-RES58251 • CES (Customer Effort Scores) – Corporate Executive Board / HBR – http://hbr.org/2010/07/stop-trying-to-delight-your-customers/ar/1 – http://www.executiveboard.com/blogs/unveiling-the-new-and-improved-customer-effort- score/ • ES (Emotional Signature) - Beyond Philosophy – http://www.beyondphilosophy.com/ • NPS (Net Promoter Score) – Bain & Co. – http://www.satmetrix.com/net-promoter/nps-score-model/ – http://www.bain.com/consulting-services/customer-strategy-and-marketing/customer- loyalty.aspx • PCxD (People-Centric Experience Design) – Temkin Group – http://www.temkingroup.com/ • SurveyMonkey – https://www.surveymonkey.com/

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