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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