Customers demand individualized and engaging experiences. So when you understand your customer’s journey and take a customer-first approach to marketing, it’s a win-win. This interactive session will give you an in-depth view into the world of CX, as well as simple strategies to get started in building a CX program and becoming your customer’s advocate.

1. CUSTOMER
E V E R Y T H I N G S TA R T S W I T H T H E
L o u i s X I V

3. W H A T I S
C U S T O M E R
E X P E R I E N C E ?

4. It is the sum-totality of
how customers engage
with your company and
brand, not just in a
snapshot in time, but
throughout the entire arc
of being a customer.”
H A R V A R D B U S I N E S S R E V I E W
“

5. M O R E T H A N
C U S T O M E R S E R V I C E

6. THE
NEW
BATTLE
GROUND?

7. P E R S O N A L I Z A T I O N
52% of consumers are likely to switch
brands if a company doesn’t make an
effort to personalize
A N T I C I PA T I O N
68% of consumers say it’s absolutely
critical to interact with a salesperson
who understands their preferences
75% 52% 68%
C O N S I S T E N C Y
75% of consumers expect a consistent
experience wherever they engage
S o u r c e : 1 4 C u s t o m e r E x p e r i e n c e S t a t s
T h a t J u s t M i g h t B l o w Yo u r M i n d , J o a n n a
B e e r m a n , S a l e s f o r c e , M a y 1 , 2 0 1 7

8. W H Y
C U S T O M E R
E X P E R I E N C E
M A T T E R S

9. R E V E N U E G R O W T H
CX leaders grow revenue faster than CX
laggards, with leaders seeing a 17%
compound average revenue growth rate
C O M P E T I T I O N
64% of people found CX to be more
important than price when it comes to
purchasing something
86% 17% 64%
L OYA LT Y
86% of those who received excellent
customer experience were likely to
repurchase from that company
S o u r c e : 6 S t a t s T h a t S h o w H o w T h e
C u s t o m e r E x p e r i e n c e I m p a c t s Yo u r
B o t t o m L i n e , P h i l i p p e A u s s a n t , J u n e 1 4 ,
2 0 1 7 ( S t a t 1 : T h e Te m k i n G r o u p , S t a t 2 :
F o r r e s t e r , S t a t 3 : G a r t n e r ) .

10. CX LEADERS

12. W H A T M A K E S
T H E M D I F F E R E N T ?

13. INTENTIONALITY
EMPATHY
ALIGNMENT
CONSISTENCY
SIMPLICITY
EMPOWERMENT
6 P I L L A R S O F C X

14. EMOTIONAL
Connection

15. F O C U S O N
C U S T O M E R
E X P E R I E N C E
H O W ?

16. I N T E L L I G E N T
T H E C U S TO M E R -
C O M PA N Y

17. “ M A R K E T I N G H A S T R A N S F O R M E D A N D T H E E N T I R E
O R G A N I Z A T I O N N O W N E E D S T O B E E M P O W E R E D
T O S H A R E T H E C L I E N T E X P E R I E N C E . "
D I A N E O ’ B R I E N

19. YOUR CX
FRAMEWORK
DISCOVERY &
PLANNING
EXECUTION &
IMPLEMENTATION
MEASUREMENT &
OPTIMIZATION

20. D I S C OV E RY & P L A N N I N G
E S TA B L I S H
V I S I O N
A L I G N M E N T
C X C H A M P I O N S
M AT U R I T Y
A S S E S S M E N T
S TA K E H O L D E R
I N T E RV I E WS
L I F E C YC L E AU D I T
M A P O U T
B U S I N E S S
P RO C E S S E S
M A R K E T
R E S E A RC H
C U S T O M E R &
M A R K E T
U N D E R S TA N D I N G
P E RC E P T I O N
A N A LYS I S
C L I E N T N E E D S
A S S E S S M E N T
AC T I O N
P L A N N I N G
I N I T I A L
O B J E C T I V E S &
E X P E C TAT I O N S
I D E N T I F Y C X
O P P O R T U N I T I E S
E S TA B L I S H K P I S
I D E N T I F Y
B A R R I E R S TO C X

21. E X E C U T I O N & I M P L E M E N TAT I O N
C U S T O M E R
M A P P I N G
C U S TO M E R
S E G M E N TAT I O N
DATA GAT H E R I N G
J O U R N E Y M A P S
Vo C P RO G R A M
I N I T I AT I V E
I M P L E M E N TAT I O N
TO U C H P O I N T M A P S
C L I E N T - F O C U S E D
M A R K E T I N G
C RO S S -
D E PA R T M E N T
I M P L E M E N TAT I O N
F O U N DAT I O N
B U I L D I N G
E S TA B L I S H
3 6 0 ° V I E W
C X D E L I V E RY
M O D E L
C X TA S K F O RC E
T R A I N I N G &
A D O P T I O N
I N T E R N A L
T R A I N I N G
P RO G R A M
I N T E R N A L
C O M M U N I C AT I O N S
P L A N

22. Understanding the customer
journey is about learning what
customers experience from
the moment they begin
considering a purchase, and
then working to make the
journey toward buying a
product or service as simple,
clear, and efficient as possible.”
M C K I N S E Y P O D C A S T
“

23. S o u r c e : H e a r t o f t h e C u s t o m e r ,
h t t p s : / / h e a r t o f t h e c u s t o m e r . c o m / j o u r n e y - m a p s /

24. VoC
PROGRAM
“Voice-of-the-customer (VoC) programs are such a
priority for so many businesses; the ability to listen
to your customers is crucial to your ability to
compete on customer experience.”
M I C H A E L H I N S H A W , C E O , M C O R P C X

25. C O S T R E D U C T I O N
Best-in-classVoC users have an average
23% decrease in year-over-year customer
service costs
E N G A G E M E N T
Best-in-classVoC users sport 292%
greater employee engagement rates
55% 23% 292%
R E T E N T I O N
Best-in-classVoC users enjoy 55%
greater customer retention rates
S o u r c e : T h e R e a l V a l u e i n V o i c e o f t h e
C u s t o m e r : T h e C u s t o m e r E x p e r i e n c e ,
M i c h a e l H i n s h a w , M c o r p C X , M a r c h 2 9 ,
2 0 1 6 - C M O . c o m

26. SAMPLE VoC
ELEMENTS
NPS
ASSESSMENT
FOCUS
GROUPS
SATISFACTION
SURVEYS
SOCIAL
LISTENING
BEHAVORIAL
DATA
THINK
TANKS

27. PROBLEM
RESOLUTION TIME
NPS, CSAT, CES
CUSTOMER
LIFETIME VALUE
S A M P L E M E T R I C S
REFERRAL/
REVIEW RATES

28. DELIVERY
MODEL
“What an organization says in its advertising has far
less impact on customer perceptions than what
it does in reality.”
D E N I S E L E E Y O H N

29. DELIVERY MODEL
FRAMEWORK
BRAND
PROMISE
COMMITMENT
DELIVERY
STRATEGY
MISSION VISION
CORE
PHILOSOPHY

30. COURTESY
SAFETY
SHOW
EFFICIENCY
C U S TO M E R C A R E S TA N D A R D S

31. CX
MARKETING
NURTURING
LEAD PROGRAMS
THOUGHT LEADERSHIP
SUBSCRIPTION PREFERENCES
TESTIMONIALS
ACQUIRING &
ON-BOARDING
DYNAMIC WELCOME
PROGRAM
DYNAMIC NEW CLIENT
NURTURE PROGRAM
CONSUMER DATA & INSIGHTS
SERVICE/PRODUCT
DELIVERY
EMPOWERMENT TRAINING
VOC PROGRAM
TOUCHPOINT MANAGEMENT
TESTIMONIALS/CLIENT
SPOTLIGHTS
INSIGHT-DRIVEN CAMPAIGNS
OFF-BOARDING &
RE-ENGAGEMENT
EXIT INTERVIEWS/SURVEYS
SUBSCRIPTION PREFERENCES
RE-ENGAGEMENT NURTURE
PROGRAMS

32. EMOTIONAL
Connection
THE POWER OF STORIES IN CREATING

33. EMBRACE LIFE
CHASE BANK

34. “ T H E T R U T H I S , C U S T O M E R E X P E R I E N C E “ L I V E S ”
E N T I R E L Y I N T H E M I N D S O F Y O U R C U S T O M E R S . ”
M I C H A E L H I N S H A W, C E O, M C O R P C X

36. Empower Employees
Drive Emotional Connection
Focus on Customer Needs
Practice Real-Time Listening
Be Human
ProveYou CARE
U N L E S S …

37. M E A H G A N P E A R
QUESTIONS?

38. C U S T O M E R
E X P E R I E N C E
R E S O U R C E S
A d d i t i o n a l P r e s e n t a t i o n S o u r c e s :
1 0 U n i q u e C u s t o m e r E x p e r i e n c e E x a m p l e s & B e s t P r a c t i c e s t o B o o s t Yo u r B r a n d , S t e p h a n i e C h e u n g , M a y 1 6 , 2 0 1 7
1 0 K e y S t e p s t o B u i l d i n g a C u s t o m e r E x p e r i e n c e S t r a t e g y , J o h n W o o d , J u n e 7 , 2 0 1 7
T h e D i s n e y I n s t i t u t e B l o g
L o r a x I m a g e S o u r c e : h t t p s : / / d i s n e y s c r e e n c a p s . c o m