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DAX Digital Agency Expo Presentation Customer Experience

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Customer experience presentation from the Digital Agency Expo in New York City. Customer experience design for agencies. Agency customer experience.

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DAX Digital Agency Expo Presentation Customer Experience

  1. 1. © 2019 Roland Frasier THE CUSTOMER EXPERIENCE ELEVATOR
  2. 2. © 2019 Roland Frasier 120,000 500,000 Source: Agency Spo:er
  3. 3. © 2019 Roland Frasier “Good CX scores can drive a 1.3X to 2.4X increase in Revenue Per Customer.” Source: Harvard Business Review “The Value of CX QuanGfied”
  4. 4. © 2019 Roland Frasier 86% of buyers are willing to pay up to 18% more for a great CX Companies with strong CX strategies retain 2.7X more customers 67% of customer churn is due to bad CX. 1 in 3 will leave a brand they love aRer 1 bad CX 56% of complaints are about poor follow-up Sources: HBS Study | PwC |Esteban Kolsky | Aberdeen Group
  5. 5. © 2019 Roland Frasier WHAT IS CX?
  6. 6. © 2019 Roland Frasier Case Study: Car Purchase Decision
  7. 7. © 2019 Roland Frasier IDENTIFY EVERY TOUCHPOINT
  8. 8. © 2019 Roland Frasier Customer Touchpoint Inventory Pre-Purchase Purchase Post-Purchase Ads, Walk-By, Walk-In, Word of Mouth, Print Ad, Radio, TV, Trade Show, Referral, Website, Blog, NewsleNer, Flyer, Search Engine, Email, Webinar, Landing Pages, Snap, Facebook, Instagram, YouTube, LinkedIn, UGC, Messenger, Chat, User Group, Forum, Review Site, RetargeUng, Comparison Site, CompeUtor Sites, Online Store, Call Center, Physical Store, Amazon, Direct Mail, Samples, Trial Add-To-Cart, View Cart, Customer Login, Guest Checkout, Pre-pop checkout, One-Click Purchase, Edit Cart Add/Remove, View Product From Cart, Zoom Detail, Persistent Cart, Shipping Methods, Delivery Times, In/Out of Stock, Payment Methods, Upsells, Down- sells, Cross-sells, In- Purchase Support, Thank You Page, ConfirmaUons Chat, Messenger, Bots, In-person Sales, Call Center Email Order ConfirmaUons, Messenger Order ConfirmaUons, Bots, Ship ConfirmaUons, Tracking, Delivery Time, Delivery, Unboxing, Box Open Welcome, 1st Product Contact, 1st Use, Use InstrucUons, Bundle-In Offers, On-Boarding, NPS, ConsumpUon, Gi^s Follow- Up, Support, UGC, User CommuniUes, TesUmonials, Follow-On Sales, Loyalty Programs, RetenUon, Referral, Re-order, Reviews
  9. 9. © 2019 Roland Frasier Customer Touchpoint Inventory Pre-Purchase Purchase Post-Purchase
  10. 10. © 2019 Roland Frasier FIND OUT WHAT CUSTOMERS ARE THINKING
  11. 11. © 2019 Roland Frasier Find Out What Your Customers Are Saying + Thinking 1. Online Surveys 2. Listening Posts 3. Comment Cards 4. Guest Opinion Reports 5. Usage Studies 6. Idea Submit Sites 7. Messenger Apps 8. Mystery Shoppers 9. Telephone Surveys 10. Guest Emails 11. Focus Groups 12. In-App Surveys 13. Support Desk Feedback 14. Social Listening
  12. 12. © 2019 Roland Frasier CUSTOMER EXPERIENCE FAB 50 GRID TEMPLATE FAB 50 Feedback Analysis BeliefsAcaonsFeelingsFeedback
  13. 13. © 2019 Roland Frasier CUSTOMER EXPERIENCE FAB 50 GRID FAB 50 Feedback Analysis BeliefsAcaonsFeelingsFeedback I buy most products online I think prices are beber online I ask friends recommendaaons I’m nervous if it’s not Amazon I compare prices to not overpay I hate being upsold I always look for coupon codes I won’t pay for shipping I search for reviews before I buy I want a guaranty before I buy I need financing opaons Save my cart or I’m gone “I’m not comfortable buying from sites that I don’t already know.” I like to buy this kind of product online. “I believe prices are beNer online” “I get recommendaUons from friends before I make a purchase” “I feel like you should be able to buy without a bunch of upsells.” “I search for discount codes before I make a purchase” “I believe all merchants should offer free shipping” “I search review sites before I make a purchase.” “I feel reassured when they offer a money back guaranty.” “I believe that you will overpay if you don’t compare prices first.” “I believe all merchants should offer financing opUons.” “I feel frustrated when carts don’t save items to buy later.”
  14. 14. © 2019 Roland Frasier OPTIMIZE CUSTOMER EXPERIENCE
  15. 15. © 2019 Roland Frasier P o s i t i v e C X N e g a t i v e C X Peak-End Rule Pit Pit Pit ONBOARD TEST CAMPAIGN BIG WIN OPTIMIZE GIFT Milestone Milestone Milestone Milestone Milestone
  16. 16. © 2019 Roland Frasier Oddball Effect… The unexpected expands perceived ame. Source: journals.plos.org
  17. 17. © 2019 Roland Frasier Takeaways… Consciously design posiave Beginnings Consciously design surprise and delight peaks into your CX Consciously design your CX Ending(s) Fill the Pits Celebrate the Milestones
  18. 18. © 2019 Roland Frasier OPTIMIZING AX AGENCY EXPERIENCE
  19. 19. © 2019 Roland Frasier 1.Communicaaon 2.Understanding Jargon 3.How To Do What’s Asked 4.“In The Box” Thinking 5.Under-Delivery 6.Not Listening Biggest Client Complaints Sources: ClientFlow.com | Business.com 1.Geong Clients 2.Retaining Clients 3.Abracang Top Talent 4.Managing Expectaaons 5.Geong Results 6.Adapang To Industry Changes Biggest Agency Issues
  20. 20. © 2019 Roland Frasier 1.Communicaaon 2.Understanding Jargon 3.How To Do What’s Asked 4.“In The Box” Thinking 5.Under-Delivery 6.Not Listening Biggest Client Complaints Sources: ClientFlow.com | Business/.com 1.Geong Clients 2.Retaining Clients 3.Abracang Top Talent 4.Managing Expectaaons 5.Geong Results 6.Adapang To Industry Changes Biggest Agency Issues
  21. 21. © 2019 Roland Frasier
  22. 22. © 2019 Roland Frasier MEASURING CX
  23. 23. © 2019 Roland Frasier Why Measure? Increase Customer Loyalty + Reduce Churn Reducing churn by 5% Can Equal 25% to 95% Increase In Profits Sources: Bain
  24. 24. © 2019 Roland Frasier C-SAT
  25. 25. © 2019 Roland Frasier “On a scale of 1-7 how saasfied are you with our service?”
  26. 26. © 2019 Roland Frasier 1-3: 80% of most corporate ame is spent on complaint management 4-6: Focus more on moving these to 7. They are worth 9X as much Source: Forrester
  27. 27. © 2019 Roland Frasier $147,000,000 Source: Southwest Airlines
  28. 28. © 2019 Roland Frasier NPS NET PROMOTER SCORE
  29. 29. © 2019 Roland Frasier “NPS is measures how likely your customers are to recommend your business to a friend.”
  30. 30. © 2019 Roland Frasier “Slack achieved a $1 billion valuaUon in under 1 year mostly by word of mouth tracked by NPS.” Bill MacaiUs, CMO - Slack
  31. 31. © 2019 Roland Frasier “Every CEO Should be able to answer this quesUon...What are the top 3 reasons why people recommend and do not recommend your brand?” Bill MacaiUs, CMO - Slack
  32. 32. © 2019 Roland Frasier HOW TO CALCULATE NPS
  33. 33. © 2019 Roland Frasier Step 1: Survey your customers. Ask "On a scale of 0 to 10, how likely are you to recommend us to a friend?” Step 2: Categorize respondents 0-6 are Detractors, 7-8 are Passives, 9-10 are Promoters. Step 3: Calculate NPS. (# of Promoters - # of Detractors) / 100 = NPS. This score can range from -100 to 100.
  34. 34. © 2019 Roland Frasier Survey Size: 100 Customers Responses: 20 Detractors + 30 Passives + 50 Promoters Calculate NPS: (50 Promoters – 20 Detractors) / 100 = 30 NPS Score
  35. 35. Source: SatMetrix NPS Benchmarks By Industry
  36. 36. Source: SatMetrix NPS Benchmarks By Industry
  37. 37. Source: SatMetrix NPS Industry Leaders
  38. 38. Source: SatMetrix NPS Industry Leaders
  39. 39. © 2019 Roland Frasier WHY TRACK NPS?
  40. 40. © 2019 Roland Frasier Improves Referral Markeang 80% of happy customers will recommend Prospects 70% more likely to buy if friend recommends Referred customers have 16% higher lifeame value
  41. 41. © 2019 Roland Frasier CUSTOMER HEALTH SCORE Doing Well Take NoGce Requires A:enGon This customer is doing well This customer is so-so. Le^ unchecked could churn. This customer is not happy. Likely to churn at renewal. Surprise + Delight + Nurture Monitor + conGnue driving toward more product value. Define + execute service recovery plan immediately.
  42. 42. © 2019 Roland Frasier Product Usage Engagement score, usage frequency and key user-acaons Business Outcomes Is customer geong the end-result they purchased the product for? Service Ualizaaon Is the customer fully ualizaaon their subscripaon? Customer Feedback Subjecave feedback by extended customer team Support + Operaaons Outstanding support, SLA or invoicing issues
  43. 43. © 2019 Roland Frasier KEY POINTS TO MEASURE
  44. 44. © 2019 Roland Frasier Always-On Surveys
  45. 45. © 2019 Roland Frasier Touchpoint Intercept Surveys
  46. 46. © 2019 Roland Frasier Abandonment Intercept Surveys
  47. 47. © 2019 Roland Frasier Post-Purchase Surveys
  48. 48. © 2019 Roland Frasier Targeang + Segmentaaon Surveys
  49. 49. © 2019 Roland Frasier THE HUMAN FACTOR IN CX
  50. 50. © 2019 Roland Frasier Skill: The minimum competence to complete the job descripaon Aotude: The moavaaon to overcome obstacles and solve problems Passion: Enthusiasm for service
  51. 51. © 2019 Roland Frasier 1. Specific Time 2. Faced Obstacle 3. Open-Ended Outcome 3 Rules To MBI
  52. 52. © 2019 Roland Frasier “Tell me about a specific ame when you… …had to deal with an irate customer.” …were working on a team and one of the members was not pulling their weight.” ...had a co-worker you had a disagreement with.” Source: HireAuthority.com
  53. 53. © 2019 Roland Frasier CUSTOMER EXPERIENCE ELEVATOR
  54. 54. © 2019 Roland Frasier x 10 ⭐ Experience (Impossible) 5 ⭐ Experience (Current Best Possible) 1 ⭐ Experience (Unacceptable) 7 ⭐ Experience (New Standard)1 2 3 4 5 6 7 8 9 10 The Customer Experience Elevator
  55. 55. © 2019 Roland Frasier CUSTOMER EXPERIENCE STORY
  56. 56. © 2019 Roland Frasier x Aware Engage Subscribe Convert Excite Ascend Advocate Promote SeongF.A.B.TeamExperience Your Customer Experience Story
  57. 57. © 2019 Roland Frasier x Aware Engage Subscribe Convert Excite Ascend Advocate Promote SeongF.A.B.TeamExperience Your Customer Experience Story Facebook Instagram Email Blog YouTube Confused Overwhelm See/Click Ad Can I even do this? Ad Agency CreaGve + Build Team They get me. Ad + lander = look and feel the same LM appeals Landing Page SkepGcal Reading Page This can help me get what I want. CreaGve, copy + build team Lead magnet solve a big problem they have. Opt-in Form Don’t want to get spam. OpGng-in SkepGcal. Will this work? CreaGve, copy + build team Enter email, see thank you page. Receive lead magnet in email. Sales + order page/cart Phone call Live event Confident. Understood. Give payment info. This will work. Inbound sales team, call center, live event staff or website Cart works, receive pmt., confirmaGon rec’d. product recd.
  58. 58. © 2019 Roland Frasier THANK YOU!

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