This document provides guidance on designing a differentiating customer experience. It recommends assessing customers' journeys, diagnosing gaps, and prescribing solutions to monitor and adapt. Key aspects include focusing on consumer centricity by understanding journeys and asking powerful questions. Ten questions are outlined to better understand customers and employees. The document concludes by recommending taking action and provides resources on creating personas, journey maps, and using tools to improve customer service and gather feedback.

1. Designing A Differentiating
Customer Experience
April 5, 2016
Coffee Talk

2. New Landscape
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3. 3

4. Practice of Customer Experience
Marketing
Assess
Diagnose
Prescribe
Monitor
Adapt
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5. Consumer centricity
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6. Consumer centricity
• Questions are powerful
• Which journey? Where on the journey?
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7. Map the journey
• Consumer
• Employee
• Other stakeholder
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8. Culture
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9. 10 Questions
1. Who are my best customers?
2. On a scale of 0-10, with 0 being never and 10 being
absolutely, would you (customer) be willing to recommend
us?
3. If Number 3 is less than 10 what would it take to earn a
10?
4. On a scale of 0-10, with 0 being never and 10 being
absolutely, would you (employee) be willing to
recommend us?
5. If number 4 is less than 10 what would it take to earn a
10?
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10. 10 Questions
6. How could we give our customers the gift of time?
7. What are your customers biggest challenges?
8. What are your employees biggest challenges?
9. Where are the gaps in customer’s journey?
10. Do you and your staff regularly have conversations
with your customers and prospects?
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11. 11

12. Do
Something!
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13. RESOURCES

14. Consumer centricity
• Personas define characteristics of target customers
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15. Mindset
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16. 16

17. Culture_Leadership
• The Advantage by Patrick Lencioni
Free resources including charts and videos
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18. Creating Personas
• Adele Revella –
Buyer Persona Institute
• HubSpot post –
How to create personas for
your business
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19. Create a Customer Journey Map
Creating a Journey Map Post
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20. Customer Experience Gaps
IBM Study
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Some useful stats and an infographic

21. Find the Right Tools
• Cloud based Customer Service
– Mighty Call http://www.mightycall.com/
– LiveOps http://www.liveops.com/
• CRM software
– Below is a list of options (don’t be mislead by the title)
– http://www.forbes.com/sites/quickerbettertech/2013/07/01/11-terrible-crm-
systems-for-your-company/
– Batchbook http://batchbook.com/
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22. Survey
• Ask for feedback soon after purchase
• Keep them simple and basic like:
– Please rate your experience
– Is there anything we could do to improve?
– On a scale of 0-10 would you recommend us to a friend or
colleague
• Free Tool - https://www.surveymonkey.com/
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23. Thank You
Joe owns Strategic Marketing Solutions, an integrated marketing
consulting company. He is active in social media, co-moderates,
#SMchat (a Twitter chat) and regularly writes about Customer
Experience Marketing for Maximize Social Business.
He works with businesses to implement integrated marketing
strategies that build Raving Fans.
To learn more about capitalizing on the local advantage by creating
Raving Fans contact Joe:
Email: Joseph.Ruiz@strategicdriven.com
Phone: 804.690.4486
Connect on Linked In: www.linkedin.com/in/josephruizjr/
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