Customer Experience is the Ultimate Competitive Advantage
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The End-to-End Customer Experience is your Ultimate Competitive Advantage
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Customer Experience is the Ultimate Competitive Advantage
- 1. SalesChannel Europe ©2013 All rights reserved www.flickr.com/photos/maestropastelero/258000448
- 2. Problem the
- 5. What are customers to expect if you don’t first define it? Question #1
- 6. What is the experience you want your customers to have? Question #2
- 7. Business + Design = Experience
- 10. EMPATHY begin with The best businesses
- 11. Encourage them to tell it like it is
- 12. …then listen to your customers
- 13. 13 Are you really listening?
- 15. The Customer Experience Map Phases WOW Enjoyable Functional Uneventful Missed it Never Again Feelings “I Love it” “I like it” “Works for me” “OK” “I Don’t Like it” “I hate it” Memory High Mid Low None Mid High Impact on Loyalty Share with Many Share with few Neutral Decrease 66% decrease 100% Loss
- 16. Everything you do impacts the Customer’s Experience www.flickr.com/photos/carowallis1/4325317025
- 17. “ The customer perceives service in his or her own terms.” - Arch McGill “ The customer’s perception is your reality.” - Kate Zabriskie “ We cannot become what we need to be by remaining what we are.” - Max Dupree “Excellent firms don't believe in excellence - only in constant improvement and constant change. ” - Tom Peters Customer Satisfaction Quotes:
- 18. “Victory in marketing doesn’t happen when you sell something, but when you cultivate advocates for your brand.” - Steve Knox, CEO of Tremors, P&G’s Word of Mouth Business Unit www.flickr.com/photos/hyku/4837236187
- 19. Advocates are your best influencers
- 20. Typical Conversion Rates 1. Cold calling: 2. External Recommendation: 3. Internal Recommendation: 44% 10 X Cold calling Between 1-5% 4% 88%20 X Cold calling
- 21. How do you measure Customer Experience? www.flickr.com/photos/faceme/3801013087
- 22. Using simple Customer Experience Metrics www.flickr.com/photos/atomicity/14570249
- 23. SalesChannel Europe ©2013 All rights reserved 23 3 Types of Customer Experience Metrics* Descriptive Metrics Perception Metrics Outcome Metrics What happened? What did the customer think about what happened? What will the customer do as a result of what happened? Customer called to resolve problem with bill Opnes bill and sees it's wrong - again! Complains to friends about the billing error Was on hold for 5 mins Searches for customer number and finally finds it Won't purchase more from this company any time soon Spoke with phone agent 998 in Manila for 2-5 minutes Waits on hold forever Starts noticing offers from competitors Trouble ticket opened Frustrated that phone agent needs so much information Trouble ticket closed incorrect charge reversed At least agent was pleasant Common Metrics Call and email volume Customer satisfaction with overall experience Likelhood of recommendation Average call times Customer satisfaction with specific aspects of the customer experience Likelyhood of purchase Calls lost before answered Call resolution rate likelyhood to switch to a competitor Website visits User goal completion rate (web, mobile, tablet) Actual purchases made Average pages viewed per visit Contract renewals Average transaction value Churn rates Average calls per customer per year Captured through . . . Analytics systems surveys and text mining surveys and/or analytics Common Data Sources Contact center logs and analytics Enterprise Feedback Management (EFM) systems EFM systems Web and mobile analytics Online feedback and survey tools Online feedback and survey tools Point of sale systems Contact center call transcripts Contact center logs and analytics Billing systems Customer letters and emails Web and mobile analytics systems CRM systems Social media posts and comments Point of sales systems Business intelligence systems Billing systems CRM systems Business Intelligence systems *Outside In: The Power of Putting Customers at the Center of Your Business by Harley Manning & Kerry Bodine
- 26. Solution the
- 28. 28 Take a higher lever view
- 30. The hard way
- 31. AND thinking
- 36. • Competitive AND Collaborative • Controlling AND Creative • Focused AND Flexible • Simple AND Complex • Rational AND Emotional • Relational AND Actionable • Results-oriented AND People-oriented AND Thinking
- 39. Collective constraint based thinking
- 40. Bring about the possible www.flickr.com/photos/morberg/3842815564
- 43. Design an E2E Customer Experience Products Services Experience Customer
- 45. SalesChannel Europe ©2013 All rights reserved 45 Basic Product/Service: • Technology • Price performance • Product/service quality E2E Customer Experience: • People • Perceived value • High touch • Exceed customer expectations • Delight and astound customers Basic Product/Service Differentiation: 3 Levels of Perceived Value Support Services 2 End2End Customer Experience3 Support Services: • Levels of support • Quality of service and support • Systems • Processes Basic Product/Service 1
- 47. Communicating with Accountability3 Listening to Learn2 Engaging with Empathy1
- 48. SalesChannel Europe ©2013 All rights reserved “Seek first to understand, then to be understood.” - Stephen R Covey Engaging with Empathy
- 49. 49 How do you create empathy?
- 50. SalesChannel Europe ©2013 All rights reserved Go where they live www.flickr.com/photos/abardwell/2722623053
- 51. 51 Where ever they live
- 53. SalesChannel Europe ©2013 All rights reserved You can tell a man is clever by his answer You can tell a man is wise by his questions Questions?
- 54. be
- 56. SalesChannel Europe ©2013 All rights reserved 3 - Level Questioning 56 1. 2. 3. Question Area 1 1. 2. 3. Question Area 2 1. 2. 3. Question Area 3
- 57. SalesChannel Europe ©2013 All rights reserved “No one cares how much you know, until they know how much you care.” - Ralph Waldo Emerson 57 Engaging with Empathy
- 58. Communicating with Accountability3 Listening to Learn2 Engaging with Empathy1
- 59. SalesChannel Europe ©2013 All rights reserved Diagnostic Listening 59 • Facts • Opinions • Feelings
- 60. SalesChannel Europe ©2013 All rights reserved The Art of Listening 60
- 61. SalesChannel Europe ©2013 All rights reserved The Art of Listening 61
- 62. SalesChannel Europe ©2013 All rights reserved The Art of Listening 62
- 63. SalesChannel Europe ©2013 All rights reserved 3 Horizons 63 Facts Opinions Feelings
- 64. SalesChannel Europe ©2013 All rights reserved 64 The Art of Listening 4 Levels of Listening: Politeness ToConfirm Selectively ToLearn
- 65. SalesChannel Europe ©2013 All rights reserved 65 The Art of Listening • Ask a lot of questions • Shut up and listen • Keep asking questions • Gentile follow-up questions • Clarify ambiguity • Summarise what you have understood • Earn the right to ask PAIN questions • When you need help – ask for it
- 66. Barriers to the beach
- 67. 67 Eliminating barriers to satisfaction
- 68. Communicating with Accountability3 Listening to Learn2 Engaging with Empathy1
- 69. 69 It's not what you say it's how you say it
- 71. SalesChannel Europe ©2013 All rights reserved 71 Communicating with Emotion • Energy • Enthusiasm • Body Language • Questioning • Listening • Note Taking • Sincere Interest • Emotions move people to action Conviction: • People make decision based on emotion and justify with rational reasons • Must give them both emotional reasons and rational arguments
- 73. SalesChannel Europe ©2013 All rights reserved Tell Ask Problem Solution Ask – Tell Quadrants Conversation Directional Compass • Describing the problem • Problem focused • Asking questions about the problem • Problem focused • Asking questions about possible solutions • Solution focused • Talking about the solution • Describing possible solutions
- 74. Think like a Doctor
- 76. SalesChannel Europe ©2013 All rights reserved Creating a culture of Service Excellence
- 77. Getting everybody on the same bus
- 78. Create simple internal processes that facilitate customer interaction
- 79. Identify KPIs that impact Customer Satisfaction www.flickr.com/photos/toniblay/52445415
- 80. SalesChannel Europe ©2013 All rights reserved Get everyone moving in the same direction
- 81. SalesChannel Europe ©2013 All rights reserved 81 Collectively focused
- 82. Who do you benchmark yourself against?
- 83. Quality of Service Customer Satisfaction Customer Experience A journey
- 84. Value Migration
- 87. www.flickr.com/photos/horacio/3781750 David R Ednie President & CEO SalesChannel Europe Ph: +33 676 60 09 25 (FRA) Email: david@saleschannel-europe.com Website: www.saleschannel-europe.com