This document discusses customer experience management (CEM) and its importance. CEM involves tracking and managing all customer interactions throughout the customer lifecycle to optimize experiences from the customer's perspective and foster loyalty. The goal of CEM is to provide consistent experiences across all customer touchpoints. Poor customer experiences can significantly impact revenues, while better experiences correlate with increased future business and word-of-mouth. The document provides strategies for practical CEM, including mapping customer journeys, insights, ecosystem, measurement, and process improvement.

1. Steven Foster, CRM Product Manager
July 2013
Boost Loyalty and
Bottom Line Results
by Putting Customers
First

2. Your Awesome Presentation Title {Segoe UI 12 pt.}
“According to Forrester Research, you cannot
outperform your competition by offering lower
prices while ignoring customer experience.

3. Why should you care?
Customer experience strategies
What is customer experience management
Topics for Discussion

4. What is Customer
Experience Management?

5. Customer experience management (CEM) is the collection of
processes a company uses to track, oversee and organise every
interaction between a customer and the organisation throughout the
customer lifecycle.
The goal of CEM is to optimise interactions from the customer's
perspective and, as a result, foster customer loyalty.

6. Customer Experience Management | 6
A typical customer journey

7. Customer Experience Management | 7
Bricks & Mortar
Mobile
Web
Catalogue
Customers: One to One
engagement
Retailer : Offer one
channel to customer
Customers: experience
multiple touch points but
little or no convergence
Retailer: Silos of
knowledge and operational
activity
Customers: experience
multiple touch points
within same brand
Retailer: obtain single view
of customer but operations
remain in silo
Customers: experience a
brand, channel becomes
redundant
Retailer: single view of
customer , strategic and
co-ordinated opportunities.
Social
The Journey in the Retail Channel Offer:

8. Customer Experience Management | 8
So CEM or CX is …
Consistent Experience across all interactions
 From awareness, discovery, attraction, interaction, purchase, use,
cultivation and advocacy
 Experience that defines the value for both employees and customers
 Web is but one channel, think about the whole journey
 CRM is about recording the interactions, cultivating the relationships and
managing the pipelines, CEM is about the experience of the interaction

9. Customer Experience Management | 9
What about your experiences?
What did they look like?
The Good? The Bad?

10. Customer Experience Management | 10
Kathmandu.co.nz
Smooth transition from Catalogue to Order to pick up in store

11. Customer Experience Management | 11
Icebreaker.co.nz
Connecting your purchase to animal welfare and to ethics

12. Customer Experience Management | 12
1day.co.nz
Quick and Easy selection and Payment, its what you expect

13. Why should you care?

14. “Consumers are
statistics,
Customers are
people”
Stanley Marcus, former president
and chairman of the board at
Neiman-Marcus (US Luxury brand)

15. Customer Experience Management | 15
Forrester Customer Experience Index
Customer experience continues to correlate to future
business.

16. Customer Experience Management | 16
Can my teenager work it out?
Think about the experience
 When consumers can’t complete a goal online,
the vast majority switch to more expensive
channels, most often the phone. Others give
up and go to a competitor, while still others
abandon their goals entirely. (Forrester)
 Negative experiences get quickly and broadly
socialized—and can kill brand value

17. Customer Experience Management | 17
Can my teenager work it out?
Think about the experience
 89% of consumers began doing business with
a competitor following a poor customer
experience.
 After a poor customer experience, more than
one-quarter of consumers (26%) posted
negative complaints on a social networking
site such as Facebook or Twitter
(2011 Customer Experience Impact Report conducted by Harris Interactive )

18. Customer Experience Management | 18
Better customer experience can be
worth millions in annual revenue
 Incremental purchases from existing customers in the same year.
 Revenue saved by lower churn.
 New sales driven by word of mouth

19. Customer Experience Management | 19
Experience matters

20. Customer Experience
Strategies

21. Customer Experience Management | 21
What makes up a customer experience?

22. Customer Experience Management | 22
The challenges
Consistency, Consistency, Consistency
 Creating consistent brand experiences across all channels
 Integrating channel and brand experiences
 Consolidating data into a single view of the customer

23. Customer Experience Management | 23
Practical approach to CEM
MaptheEnvironment
Map out the
Touch-points
Define the
Customer
Journeys
Customer
Experience
Ecosystem
Customer
Insights
Identify and
segment your
customers
Review Data
Quality
DeveloptheStrategy
Organisation
Change and
Culture
Capture the
business benefits
Wrap the
numbers in a
compelling story
Process impact
Understand the
data needs
Mobility
Measurement
Strategy
ExecutetheExperience
Motivate
Sell the benefits
Train
Update systems
and processes
Monitor

24. Customer Experience Management | 24
Interact with a customer experience
model
 Plug in your actual numbers.
 Include cost savings to complete the picture.
 Wrap the numbers in a compelling story.

25. Customer Experience Management | 25
The quality of every customer experience depends on a
complex interdependent ecosystem of employees,
partners, processes, policies, and technology. Nokia's
chief executive officer (CEO), Stephen Elop, captured the
importance of this idea: "Our competitors aren't taking
our market share with devices; they are taking our
market share with an entire ecosystem."

26. Dynamics CRM
can provide
insight into the
Customer
Experience Website
intelligence
Loyalty
details
Recent touch
points
Purchase
history
Interests

27. Dynamics AX for
Retail provides
the tools to
enable consistent
Customer
Experience across
the buying
journey

28. Any questions?

29. Email: steven.foster@intergen.co.nz
Mobile: 0212462858
LinkedIn: nz.linkedin.com/in/stevefoster
Twitter: @FozzyNZ
Thank you