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CUSTOMER	
  EXPERIENCE	
  	
  
FOR	
  EXECUTIVES	
  
TOPICS,	
  ISSUES,	
  AND	
  IDEAS	
  ON	
  HOW	
  
TO	
  DO	
  CUSTO...
CX	
  STATS	
  
us	
  
target	
  
acquire	
  
support	
  
retain	
  
the death of the customer lifecycle is upon us
the birth of the community-powered continuum
company	
  centric	
   customer	
  centric	
  
revenue	
   value	
  
short	
  term	
   long	
  term	
  
relaDonship	
   en...
CUSTOMER	
  EXPERIENCE	
  DEFINED	
  
•  an	
  experience	
  is	
  defined	
  as	
  the	
  sum	
  total	
  of	
  
conscious...
CEM	
  vs	
  CX	
  
Customer	
  
Experience	
  
Management	
  
Customer	
  
Experience	
  	
  
JUSTIFICATION	
  STATS	
  	
  
NPS	
  –	
  PROS	
  AND	
  CONS	
  
	
  	
   	
  	
  •  rally	
  the	
  troops	
  
•  benchmark	
  
•  easy	
  to	
  
unde...
HOW	
  TO	
  USE	
  NPS	
  WELL	
  
1.  follow	
  up	
  
1.  did	
  you	
  recommend	
  us?	
  
2.  did	
  they	
  contact...
data	
   knowledge	
   content	
  
infrastructure	
  
plaorm	
  
so]ware	
  
opDmizaDon	
  
personalizaDon	
  
automaDon	
...
75%	
  of	
  brands	
  don’t	
  know	
  what	
  engagement	
  is	
  –	
  but	
  are	
  measuring	
  “it”	
  
knowledge	
  ...
RETENTION	
  STATS	
  
CUSTOMER	
  JOURNEY	
  MAPPING	
  
ANTICIPATED	
  JOURNEYS	
  
SINGLE,	
  MULTI,	
  CROSS,	
  OMNI?	
  
S	
  
M
W
E	
  
P	
  
C	
  
S	
  –	
  SMS,	
  W	
  –	
  Web,	
  E	
  –	
  Email,	...
OMNI	
  IS	
  NOT	
  POSSIBLE	
  
•  misses	
  one	
  component,	
  are	
  you	
  stupid?	
  
– single,	
  combined,	
  al...
CLOSING	
  STATS	
  
•  feedback	
  mamers	
  
– best	
  in	
  class	
  CX–	
  70%	
  use	
  feedback	
  
– industry	
  av...
CX for Executives
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CX for Executives

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Presentation at CCC (Callidus Customer Conference) in Vegas earlier this year (April 2015). Covers the topics related to Customer Experience at a high level for Executives to get the knowledge they need.

Published in: Business

CX for Executives

  1. 1. CUSTOMER  EXPERIENCE     FOR  EXECUTIVES   TOPICS,  ISSUES,  AND  IDEAS  ON  HOW   TO  DO  CUSTOMER  EXPERIENCES   BETTER  –  FOR  EXECUTIVES  
  2. 2. CX  STATS  
  3. 3. us   target   acquire   support   retain   the death of the customer lifecycle is upon us
  4. 4. the birth of the community-powered continuum
  5. 5. company  centric   customer  centric   revenue   value   short  term   long  term   relaDonship   engagement   message   content   managed  expectaDons   known  expectaDons   proprietary  soluDon   ecosystem   interacDon   experience   customer-centric nomenclature
  6. 6. CUSTOMER  EXPERIENCE  DEFINED   •  an  experience  is  defined  as  the  sum  total  of   conscious  events   •  an  experience  is  defined  as  a  coordinated   series  of  interacDons  between  a  customer  and   a  brand  to  accomplish  anything   •  an  experience  is  defined  by  the  customer,  for   the  customer,  at  each  touchpoint,  each  Dme.  
  7. 7. CEM  vs  CX   Customer   Experience   Management   Customer   Experience    
  8. 8. JUSTIFICATION  STATS    
  9. 9. NPS  –  PROS  AND  CONS          •  rally  the  troops   •  benchmark   •  easy  to   understand   (maybe)   •  vanity  metric   •  implied   causa<on   •  people  –  well,   they  lie…   •  “gameable”  
  10. 10. HOW  TO  USE  NPS  WELL   1.  follow  up   1.  did  you  recommend  us?   2.  did  they  contact  us?   3.  did  they  buy?   4. how  does  it  compare?   2.  correlate  –  beware  of  pirates   3.  just  one  more  metric,  don’t   forget  more  important  ones   4.  it  it  not  just  one  metric,  it’s  a   correlated-­‐to-­‐KPI-­‐metric  –  by   itself  is  worthless  
  11. 11. data   knowledge   content   infrastructure   plaorm   so]ware   opDmizaDon   personalizaDon   automaDon   customer employee partner supplier legacy  applicaDons   legacy  databases   legacy  SaaS  and  internet   legacy   analy2cs   cloud  informaDon  experience   public mobile   laptop  /  desktop   IoT   interfaces   business (digital) transformation paradigm shift
  12. 12. 75%  of  brands  don’t  know  what  engagement  is  –  but  are  measuring  “it”   knowledge  *  trust   Dme    e  =     engagement as an outcome, not a goal
  13. 13. RETENTION  STATS  
  14. 14. CUSTOMER  JOURNEY  MAPPING  
  15. 15. ANTICIPATED  JOURNEYS  
  16. 16. SINGLE,  MULTI,  CROSS,  OMNI?   S   M W E   P   C   S  –  SMS,  W  –  Web,  E  –  Email,  C  –  Chat,  P  –  Phone,  M-­‐  Social  Media,  D  –  Data,  K-­‐  Knowledge   1980   1995   2010   S   W E   C   P   M R K D R K D R K D R K D R K D R K D W M S   E P C D K R silo   single  channel   semi-­‐integrated   mul<-­‐channel   integrated   cross-­‐channel   D   K  R   UC  
  17. 17. OMNI  IS  NOT  POSSIBLE   •  misses  one  component,  are  you  stupid?   – single,  combined,  all-­‐encompassing  data  model   •  may  close  gap  between  expectaDons,  delivery   •  needs  to  be     – based  on  intent,     – based  on  previous  and  predicted  interacDons     – keeping  them  together  as  one,     – play  equally  across  all  channels   •  technology,  desire,  need  exist  
  18. 18. CLOSING  STATS   •  feedback  mamers   – best  in  class  CX–  70%  use  feedback   – industry  average  –    50%  use  feedback     – laggards  –  29%  use  feedback   •  informaDon  mamers   – 56%  of  customers  just  want  the  right  answer   – 64%  don’t  trust  the  informaDon   – 44%  confirm  they  got  the  the  wrong  answer  

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