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CUSTOMER	
  EXPERIENCE	
  	
  
FOR	
  EXECUTIVES	
  
TOPICS,	
  ISSUES,	
  AND	
  IDEAS	
  ON	
  HOW	
  
TO	
  DO	
  CUSTOMER	
  EXPERIENCES	
  
BETTER	
  –	
  FOR	
  EXECUTIVES	
  
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	
   engagement	
  
message	
   content	
  
managed	
  expectaDons	
   known	
  expectaDons	
  
proprietary	
  soluDon	
   ecosystem	
  
interacDon	
   experience	
  
customer-centric nomenclature
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.	
  
CEM	
  vs	
  CX	
  
Customer	
  
Experience	
  
Management	
  
Customer	
  
Experience	
  	
  
JUSTIFICATION	
  STATS	
  	
  
NPS	
  –	
  PROS	
  AND	
  CONS	
  
	
  	
   	
  	
  •  rally	
  the	
  troops	
  
•  benchmark	
  
•  easy	
  to	
  
understand	
  
(maybe)	
  
•  vanity	
  metric	
  
•  implied	
  
causa<on	
  
•  people	
  –	
  well,	
  
they	
  lie…	
  
•  “gameable”	
  
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	
  
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
75%	
  of	
  brands	
  don’t	
  know	
  what	
  engagement	
  is	
  –	
  but	
  are	
  measuring	
  “it”	
  
knowledge	
  *	
  trust	
  
Dme	
  
	
  e	
  =	
  	
  
engagement as an outcome, not a goal
RETENTION	
  STATS	
  
CUSTOMER	
  JOURNEY	
  MAPPING	
  
ANTICIPATED	
  JOURNEYS	
  
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	
  
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	
  
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	
  
CX for Executives

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CX for Executives

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