How to win on the customer experience battleground; where businesses are won and lost.

How to win on the
customer experience
battleground
Where businesses are won and lost

talking about it...
“Customer experience is the next competitive
battleground. It’s where business is going to be won or
lost” – Tom Knighton
“You’ve got to start with the customer experience and
then work back to the technology” – Steve Jobs
“It’s our job every day to make every important aspect
of the customer experience a little bit better ” – Tom
Knighton

writing about it...
Customer Experience' Is Today's Business Benchmark
– Forbes
Understanding Customer Experience
– Harvard Business Review
50 Important Customer Experience Stats for Business
Leaders’ – Hufﬁngton Post

It could almost
feel like a fad

It isn’t…
It’s a fact of business today.
And it’s sadly here to stay.

It isn’t…
It’s a fact of business today.
And it’s sadly happily here to
stay.

So what is customer
experience you say?

So what is customer
experience you say?
…don’t worry

So what is customer
experience you say?
it’s not a silly question

Is it simply this?
Customer service experience

Is it simply this?
Customer service experience
Nope.

“Customer experience is the
sum total 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.”

It’s...
every interaction your
customer has with your
products, services and brand

and you want every
interaction to be magical.

You can ﬁnd it in…
•  a store purchase
•  email contact
•  website browsing or buying
•  customer support call
•  postage and delivery
•  using the product or service
•  peripheral advertising you see

You can ﬁnd it in…
•  a store purchase
•  email contact
•  website browsing or buying
•  customer support call
•  postage and delivery
•  using the product or service
•  peripheral advertising you see
•  and any other interaction you
can think of!

As you can see…
it’s in a lot of things
And perfecting the experience
of every interaction is what it’s
all about.

“It's about knowing your customers so
completely that you can create and
deliver personalized experiences that
will entice them to not only remain
loyal to you, but also to evangelise to
others about you.”

The truth is…
If you run a business then
you already have a customer
experience.

Do you know what your
customer experience is?

“Eighty percent of CEOs believe
they offer a superior customer
experience; only 8 percent of
their customers agree.”

Do you know all their
touch points?

The ecosystem they
operate in?

This is the ﬁrst step to losing
the customer experience battle.

“To not know is to not care.”
Bram Stoker, Dracula

Ignoring your customer
experience is like killing
your business slowly...

Ignoring your customer
experience is like killing
your business slowly...
one interaction at a time.

When things go wrong,
the ﬁrst instinct is to
look internally.
To dive in and do a
complete business overhaul.

Get rid of Greg. Buy some new laptops.
Stick up more posters combining
quotes with rock climbers. Have stand
up ‘cut the fat’ meetings. Do the to
build team rapport.

up ‘cut the fat’ meetings. Do the rack
to build team rapport.

up ‘cut the fat’ meetings. Do the track
to build team rapport.

up ‘cut the fat’ meetings. Do the
Kokoda track to build team rapport.

Have you checked your
customer experience ﬁrst?
This will give you a pretty good
idea of where you need to start.

“The customer’s perception
is your business’s reality”
This is the metric that matters.

This is where you
start winning…
and here’s what it takes…

1. Map out your
customer’s journey.
And ask ‘What is their context?’
So it aligns with the sales journey
Attraction > Awareness > Discovery >
Consideration > Purchase > Product use

1. Map out your
‘What are their fears?’

1. Map out your
‘What do they want?’

2. Get across all your
customer touch points.
From the online experience to your
retail front, sales, service, support,
advertising messages or any
combination.
Seek out each one and understand what they are.

3. Then examine each for
the customer experience.
Ask yourself. Do you have...

A great product?
If you don’t love it, then who
will?

A strong brand?
That conveys your values,
aspirations and direction?

A happy team that get it?
The face to face advocates of
your products, services and
brand

A happy team that gets it?
Your team are the face to face
advocates of your products,
services and brand.

A kickarse website?
That looks great, is easy to
navigate and let’s customers do
what they want to do.

A kickarse website?
That looks great, is easy to
navigate and lets customers do
what they want to do.

Where customers can call, not
wait in queues, talk to a friendly,
helpful support agents that know
their name.
Switched on support?

Switched on support?
Where customers can talk, not
wait in queues and speak to
friendly, helpful support agents
that know their name.

NO for one
or many of these?
Then the next step is to
check your…

4. Itty bitty micro
interactions

How many micro-
interactions do you
have at every touch
point?

For example: customer support
Do your customers speak to the right
agent always?

Have their issues resolved quickly
and easily?

Do your agents have the answers
right in front of them?

Do they have access to software that
makes collaboration and quality
control easy?

And does this call point to any wider
systemic issues?

You know you’re
losing winning
when your customers…

•  can’t can connect straight through
•  speak to the wrong right agent
•  they are clueless well prepared, arrogant
friendly, useless helpful
•  Solve your problem slowly, interminably
quickly and easily
•  You want to head butt a wall kiss the
support agent when you hang up

•  speak to agents who are are clueless well
prepared, arrogant friendly, useless helpful

•  have their problem solved slowly,
interminably quickly and easily
•  You want to head butt a wall kiss the
support agent when you hang up

•  have their problem solved slowly,
interminably quickly and easily
•  want to head butt a wall kiss the support
agent when they hang up

Then you can start to ask
how to make it faster,
better...

Then ask how can I make it
faster, better...and invisible!

The best kind of customer
interaction is one that is felt
deeply and yet not noticed at all.

5. Look where it’s worked
elsewhere
You don’t have to reinvent the
wheel.

Zappos, the online shoe
retailer, is a great example.
What did they do to lead the
charge in customer experience?

they built a powerful website
integrating shopping,
paying and delivery into
one seamless experience

offered free shipping
To make it easier for customers
to say yes.

made overnight deliveries
while all the other retailers were
sleeping

offered a 365 day return policy
building good faith and trust in
not only the product but the
brand.

gave more phone support
While other companies were
shutting their call centres down

“We also want to create an emotional
connection with our customers. Our
contact center does a really good job of
that and the numbers tell a story of greater
engagement and loyalty when they
interact with … our employees.”
– Tony Hsieh, Zappos.com CEO

hired employees that
reﬂected their core values
When a candidate is picked up for
job interviews at Zappos, if the
candidate is rude to the shuttle
bus driver, they won’t be hired.

trained them properly so
they performed at their best
“All new hires, regardless of rank,
are made to work in the 24-hour
call centre — and they’re offered
thousands of dollars to quit before
the training process is ﬁnished.”

focused on culture ﬁrst, and
let everything else follow
“If we get the culture right, most of
the other stuff — like delivering
great customer service — will just
happen on its own,”

As you can see, everything
that Zappos did was driven
by a strong company culture.
This is the fuel you need to
power winning.

So here’s your ‘to-do’ list of
what it requires…

great leadership
Taking a round table approach.

solid hiring practices
Knowing what you’re looking for – not
clones but people who share the same
values.

continuous ongoing training
That is fun, engaging, inspiring, that staff
can do online, at home, at any time.

cloud-based
software & systems
Ø  that lets you track, analyse, automate, and
streamline processes,
Ø  that removes manual handling and
integrates with all your other touch points,
so customer information can be shared and
always stays up to date.

a love of data
Dig deep into customers’ wants, behaviours
and interactions at every touch point.
Use this to build strong user proﬁles that
let you offer what they want and know
when something’s wrong.

feedback to grow
Ø  Net Promoter Scores
Ø  In-store surveys
Ø  Email surveys/questionnaires
Ø  Website experience ratings

personalise everything
Right message > right place > right time
Every time

benchmark everything
“If you can’t measure it,
you can’t manage it.”

And the result of all of this is…

stronger brand preference
better revenue returns
improved customer loyalty
lower costs less churn
happy employees that won’t
leave

the ultimate customer
experience.

“Companies with the highest customer
experience typically grow at more than
double the rate of their competitors”

Now that is what
we call winning.

Noojee Contact Solutions
Noojee designs and builds high performance call
centre software shaped perfectly to your
business.
Our cloud-based software makes it simple to
manage a high performing contact centre that
maximises customer service, while making
outbound sales and appointment setting easier.

1300 666 533
sales@noojee.com.au
noojee.com.au

How to win on the customer experience battleground; where businesses are won and lost.

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How to win on the customer experience battleground; where businesses are won and lost.