1.
CUSTOMER
EXPERIENCE
FOR
EXECUTIVES
TOPICS,
ISSUES,
AND
IDEAS
ON
HOW
TO
DO
CUSTOMER
EXPERIENCES
BETTER
–
FOR
EXECUTIVES

2.
CX
STATS

3.
us
target
acquire
support
retain
the death of the customer lifecycle is upon us

4.
the birth of the community-powered continuum

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.
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.
CEM
vs
CX
Customer
Experience
Management
Customer
Experience

8.
JUSTIFICATION
STATS

9.
NPS
–
PROS
AND
CONS
• rally
the
troops
• benchmark
• easy
to
understand
(maybe)
• vanity
metric
• implied
causa<on
• people
–
well,
they
lie…
• “gameable”

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.
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.
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.
RETENTION
STATS

14.
CUSTOMER
JOURNEY
MAPPING

15.
ANTICIPATED
JOURNEYS

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.
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.
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