Customer Experience Mastery make every interaction customer worthy

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Visualize
Prioritize
Analyze
Monetize
Optimize
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Value
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Find out more
in book @ Amazon
Or just call me
Michael R Hoffman
908.350.3012
Customer Experience Mastery

The CxC Customer Experience Matrix Combines Customer & Business
Perspectives, Cost and Processes for Strategic and Tactical Planning,
Execution and Measurement

What is the CxC Matrix?
A Customer Strategy Tool used to
Visualize, Monetize, Analyze and
Optimize our customer’s
experience.

CxC Matrix Digitizes The Entire
Customer Experience
Digitizing or digitization[1]
is the representation of
an object, image, sound, document or a signal (usually
an analog signal) by a discrete set of its points
or samples. The result is
called digital representation or, more specifically,
a digital image, for the object, and digital form, for the
signal. Strictly speaking, digitizing means simply
capturing an analog signal in digital form.
McQuail identifies the process of digitization has
immense significance to the computing ideals[which?]
as it
"allows information of all kinds in all formats to be
carried with the same efficiency and also intermingled".
(2000:28)[2]

VISUALIZE – Your Customer’s Process
Awareness Purchase Use Support
Advertising
Search
Referrals
Social
Sensor
RFID
Bluetooth
Static/Silent
Phone
Chat
3rd
Party
In-Person
POS
Mobile
Ecommerce
Affiliates

VISUALIZE
Repair DisposeSelection SupportUsePurchaseAwareness
Customer Interaction + Interaction + Inaction = Customer Experience

Start Here:
The CxC Customer Experience Matrix Algorithm Visualized
1. Awareness
2. Information
5. Negotiation
4. Selection
6. Contract
12. Care/Support
7. Logistics
9. Delivery
10. Acceptance
13. Repair
14.Community
8. $Collection
11. Use
3. Identification
Geography
Digital
Store
3rd
Party
Direct
Community

Early CxC Findings Come From Mapping Customer Life Cycle by Channels Used.
Tip: from here ask which interactions are programmable? Who manages content,
delivery, message, performance for each interaction?
1. Awareness
2. Information
5. Negotiation
4. Selection
6. Contract
12. Care/Support
7. Logistics
9. Delivery
10. Acceptance
13. Repair
14.Community
8. $Collection
11. Use
3. Identification
Geography
Digital
Store
3rd
Party
Direct
Community
*Yes, Big IOT Opportunity with CxCFramework
= Active Customer Interaction

CV-1
(next shipment)
Customer Experience
Step 1. Visualize

Geography
Digital
Store
3rd
Party
Direct
Community
20
.
1. Awareness
2. Information
5. Negotiation
4. Selection
6. Contract
12. Care/Support
7. Logistics
9. Delivery
10. Acceptance
13. Repair
14.Community
8. $Collection
11. Use
3. Identification
Every Interaction Cell Measures Cost and Revenue Opportunities
Interaction Cost
Actual Revenue
Potential Revenue

MONETIZE
Customer Experience (Process)
REVENUE COST
Traditional Thinking…Everybody get’s this.
Each Interaction has a cost to company, some have revenue & potential revenue

MONETIZE
Customer Experience (Process)
*Each Interaction has a cost to customer: time, travel, money
*Greatest untapped source for innovation, insight, competitive
advantage. Amazon kind of gets this. Amazon is investing to own and
license each box/interaction point in the CxC Matrix.

Customer Experience MatrixTM:
Customer Process
x
x
x
xxxx
x
x
x
x
x
xxxx
xxxxx
xxx
xx
x
xx xxxx
Business
Process
Simple Customer Journey Map Links Customer Actions to Business Processes

Community
Outdoor
Affiliate
TV
Radio
Newspaper
Direct Mail
Email
Web
Call Center
Field Sales
Events
Retail
Branch
Customer Process
x
x
x
xxxx
x
x
x
x
x
xxxx
xxxxx
xxx
xx
x
xx xxxx
Channel
30% 90%25% 70% 20% 15%$ $ $ $ $ $ $=LTV
Add Monetization

Steps for Membership: Intro, Ship 1, Ship 2
Event Event Event Event Event Event Seg/TrtResult Result Next Next Next Next Next Next Next
InputInput Input Input Input Input
Segme
nt Disp Disp DestDest Dest Dest Dest Dest Dest Input Dest Dest Qty Dest Dest Dest Total Dest Total
ProgOrder Trans
ChanS
ys Trans# Chan# Group ProgOrder Trans
ChanS
ys Trans# Chan# Timing Qty % Revenue Cost Profit Profit LTV LTV
(months)
1 - receive CV offer CVIn Sele Web 4 3all Order A CVIn Nego Web 5 3 0 1000 100% 1000 $ - $ 0.20 $ (0.20) $ (200) $ 13.00 13000
" CVIn Sele Email 4 1all Order A CVIn Nego Web 5 3 0 500 100% 500 $ - $ 0.20 $ (0.20) $ (100) $ 13.00 6500
" CVIn Sele
O/B
TM 4 24all Order A CVIn Nego
O/B
TM 5 24 0 2000 100% 2000 $ - $ 1.00 $ (1.00)
$ (2,000)
$ 13.00 26000
" CVIn Sele DR TV 4 10all Order A CVIn Nego I/B TM 5 22 0 2500 100% 2500 $ - $ 2.00 $ (2.00) $ (5,000) $ 13.00 32500
" CVIn Sele Mail 4 23all Order A CVIn Nego Cont 5 25 0 5000 100% 5000 $ - $ 1.50 $ (1.50) $ (7,500) $ 13.00 65000
" CVIn Sele all 4 0all
No-
Resp Ar CVIn Inform MDB 2 20 0 200000 100% 200000 $ - $ 0.10 $ (0.10) $ (20,000) $ - 0
" CVIn Sele Email 4 1all DNC A CVIn Inform MDB 2 20 0 100 100% 100 $ - $ 0.10 $ (0.10) $ (10) $ - 0
" CVIn Sele
O/B
TM 4 24all DNC A CVIn Inform MDB 2 20 0 200 100% 200 $ - $ 0.10 $ (0.10) $ (20) $ - 0
" CVIn Sele Mail 4 23all DNC A CVIn Inform MDB 2 20 0 200 100% 200 $ - $ 0.10 $ (0.10) $ (20) $ - 0
2 - place CV order CVIn Nego Web 5 3all Accept A CVIn Deliv Cont 8 25 0 1500 50% 750 $ - $ 2.00 $ (2.00) $ (1,500) $ 22.00 16500
" CVIn Nego
O/B
TM 5 24all Accept A CVIn Deliv Cont 8 25 0 2000 55% 1100 $ - $ 2.00 $ (2.00) $ (2,200) $ 22.00 24200
" CVIn Nego I/B TM 5 22all Accept A CVIn Deliv Cont 8 25 0 2500 60% 1500 $ - $ 2.00 $ (2.00) $ (3,000) $ 22.00 33000
" CVIn Nego Cont 5 25all Accept A CVIn Deliv Cont 8 25 0 5000 65% 3250 $ - $ 2.00 $ (2.00) $ (6,500) $ 22.00 71500
" CVIn Nego Web 5 3all Reject A CVIn Inform MDB 2 20 0 1500 20% 300 $ - $ 0.10 $ (0.10) $ (30) $ - 0
CVIn Nego
O/B
TM 5 24all Reject A CVIn Inform MDB 2 20 0 2000 15% 300 $ - $ 0.10 $ (0.10) $ (30) $ - 0
CVIn Nego I/B TM 5 22all Reject A CVIn Inform MDB 2 20 0 2500 15% 375 $ - $ 0.10 $ (0.10) $ (38) $ - 0
CVIn Nego Cont 5 25all Reject A CVIn Inform MDB 2 20 0 5000 30% 1500 $ - $ 0.10 $ (0.10) $ (150) $ - 0
" CVIn Nego all 5 0all Drop Ar CVIn Inform MDB 2 20 0 11000 [residual] 1925 $ - $ 0.10 $ (0.10) $ (193) $ - 0
3 - receive CV Intro CVIn Deliv Cont 8 25all Get Ar CVIn Coll Cont 10 25 1 6600 [residual] 5940 $ - $ 0.50 $ (0.50) $ (2,970) $ 15.00 89100
" CVIn Deliv Cont 8 25all Get Ar CVIn Use Cont 11 22 1 6600 [residual] 5940 $ - $ - $ - $ - $ - 0
" CVIn Deliv Cont 8 25all No-GetA CVIn Care Svc 12 27 1 6600 5% 330 $ - $ 1.00 $ (1.00) $ (330) $ 10.00 3300
" CVIn Deliv Cont 8 25all Undel A CVIn
?
Deliv? ?Cont? 8 25 1 6600 5% 330 $ - $ 1.50 $ (1.50) $ (495) $ 5.00 1650
" CVIn Deliv Cont 8 25all
Newslt
r Br NLIn Comm Email 14 1 1 6600 100% 6600 $ - $ 0.10 $ (0.10) $ (660) $ 8.00 52800
4 - pay for CV Intro CVIn Coll Cont 10 25all
No-
Pay A CVIn Coll Cont 10 25 1 5940 40% 2376 $ - $ 0.50 $ (0.50) $ (1,188) $ 5.00 11880
" CVIn Coll Cont 10 25all Pay Ar
----------------- [no additional transactions]
--------------------- 5940 [residual] 3564 $ 20.00 $ 0.25 $ 19.75 $ 70,389 $ - 0
5 - consume CV Intro CVIn Use Cont 11 25all Return A CVIn Care Svc 12 27 0 5940 20% 1188 $ - $ 0.50 $ (0.50) $ (594) $ 5.00 5940
CVIn Use Cont 11 25all Use Ar CV2 Deliv Cont 8 25 0 5940 [residual] 4752 $ - $ 2.00 $ (2.00) $ (9,504) $ 30.00 142560
6 - receive CV ship 1 CV1 Deliv Cont 8 25all Get Ar CV2 Coll Cont 10 25 1 4752 [residual] 4514
" CV1 Deliv Cont 8 25all Get Ar CV2 Use Cont 11 22 1 4752 [residual] 4514
Customer Experience
Step 2. Monetize

Community
Outdoor
Affiliate
TV
Radio
Newspaper
Direct Mail
Email
Web
Call Center
Signage
Events
Retail
Billboard
Customer Process
x
x
x
xxxx
x
x
x
x
x
xxxx
xxxxx
xxx
xx
x
xx xxxx
Channel
30% 90%25% 70% 20% 15%
$ $ $ $ $ $ $ =LTV
Add Monetization
& Analysis

Customer Experience MatrixTM
Community
Outdoor
Affiliate
TV
Radio
Newspaper
Direct Mail
Email
Web
Call Center
Field Sales
Events
Retail
Branch
Customer Process
x
x
x
xxxx
x
x
x
x
x
xxxx
xxxxx
xxx
xx
x
xx xxxx
Channel
30% 90%25% 70% 20% 15%$ $ $ $ $ $ $=LTV
So where do you predict? And what level of granularity?
Are you predicting for the company? For the customer?

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
Awareness
Information
Identification
Selection
Negotiation
Contract
Logistics
Delivery
Acceptance
Collection
Use
Care&Support
Repair
Community
Indirect
by Channel-System [revised row sequence]
Digital
1 Campaign Mgt-Email CV-In CV-In
2 Banner Ads CV-In
3 Website CV-In CV-In
4 3rdPty Email CV-In
5 Support Email
6 Click to Chat
Geography
10 Direct TV CV-In
11 Magazines CV-In
One-on-One
20 Marketing Database
21 Inserts - Campaign Mgt
22 Inbound Telemarketing 3rdP CV-In
23 Outbound Tele - Campaign Mgt CV-In CV-In
24 Direct Mail - Campaign Mgt CV-In
25 Membership (Order, Bill, Ship) CV-In CV-In CV-In CV-In CV-In
26 Catalog (Order, Bill, Ship)
27 Customer Service
Community
30 Newsletter
Store
41 In-store Promotions
42 Kiosks
43 Community Events
Third Party
51 Package Inserts
52 Affiliate Offers
CV-1
(next shipment)
Customer Experience
Step 3. Analyze

purchase type program and shipment - e.g., Intro, 2nd shipment, Catalog
order
event CEM task and subtype - e.g. place order / welcome email; customer service / cancellation
channel - system system (or channel) in which event takes place - e.g. Continuity, Customer Service, outbound email
result primary outcome of event - e.g. order accepted, credit card rejected, shipment
returned
result % (of input) % of customers in this event receiving this outcome
segments segments into which customers in this event & result are divided (for differential treatment)
segment % (of result) % of customers in this result in this segment
objectives CEM objectives for customers in this event / result / segment [not needed for processsing; could be useful for
reporting)
treatments marketing treatments applied to customers in the event/result/segment - e.g. make upsell offer
treatment % (of segment) % of customers in this event/result/segment receiving this treatment
treatment cost/value net value of executing this treatment (average across all customers who receive it; may track cost and revenue
separately)
treatment LTV impact incremental LTV impact of executing this treatment (average across all customers - if can determine)
segment future LTV future LTV of customers in this event/result/segment/treatment (average for all customers)
next event next CEM task and subtask for customers in this event/result/segment/treatment
next event channel-system channel - system for next CEM task and subtask for customers in this event/result/segment/treatment
next event % (of treatment) % of customers proceeding to next CEM task and subtask - e.g. % accepting upsell offer
net % (of input) net percent of input customers moving to this next event (result% x segment% x treatment% x next event
%)
next event time delay
(weeks)
number of weeks (or other time period) before next event
occurs
Customer Experience
Sample Data for Message Container

Customer Perspective: “ When I want “X” I
go to “Y” channel and have “Z” expectations
• Direct / Addressable / Registered – (sample adapted to business)
– Personal Email – inbound, outbound
– Business email – inbound, outbound
– Household email – inbound, outbound
– Mail box
– Special Courier
– Front door - Account representative, special courier, service call
– Home Phone – inbound, outbound
– Cell Phone – inbound, outbound
– In Statement
– Packaging
• Digital (anonymous)
– Search - Retargeting
– Web site each section - Affiliate
– Banner Ad - Mobile
– Search - Random Channel/Audience Specific
– Multi-media phone - User Created (Robotic Image Tagged)
– Kiosk - Social

21
Sample Additional Channel Categories
• Location
– In store
– Kiosk - atm
• Geography
– Television
– Radio
– Television
– Billboards
– Events
• Third party
– Partner
– Magazines
– Resellers
– Experts
– Reviewers
• Community
– Social
– Word of Mouth
– Clubs
– Organizations
– Public Relation
– Sponsored Events
– Outreach
– Charities

Per Cell, channel, per system
• System Name()
• Owner
• Manager
• Technology Specifications
• Message from systems:
• Message to systems
• IT Change owner; IT Change process
• Content manager
• Offer Manager
• Rules Manager
• Performance manager
• Performance reporting in:
• Performance Objective
• Cost

Program
Order
Step
Transaction
Disposition
Channel
/System
Audience
Case
Destination
- Program/Order
- Step/Trans
- Channel/System
- Audience
Destination
- Program/Order
- Step/Trans
- Channel/System
- Audience
Destination
- Program/Order
- Step/Trans
- Channel/System
- Audience
Customer Experience
Sample Data for Message Container

Objective by customer by stage by type
(For each customer Type)
• First time
• Referral
• High value
• Low value
• Convenience Profile
• Urgent
• First time buyer
• Expert
• Preference profile
• Product availability
• Partner relativity
• N options

Information per cell (sample) – Big Data Technologies Enables Extensive Metadata
Awareness
Information
Negotiation
Selection
Contract
Care/Support
Logistics
Delivery
Acceptance
Repair
Community
$Collection
Use
Identification
Geography
Digital
Store
3rd
Party
Direct
Community
System:
System Owner:
Department Owner
Outsourced Company
Customer Identified
Feed From
Feed To
Rule Owner
Average Duration
Cost
Potential Revenue
Performance Metric
Quality Metric
(zoom out cell to show example of detail of information contained in each cell)

Parameter Derived Rules Execution Deal
with Constraints and Capacity
• Product/Service/Response crafted by rules, need,
resource (product/operator) availability
• Business Process Monitoring (BPM) type approach
exposes levers in rules driven processes allocating offer,
content, customers, channels, slots, resources
• Performance optimization recognizes and balances
enterprise objectives, business and department
objectives, customer objectives
• Likely evolves to gaming simulation approaches and
mechanics potentially multi-entity participation

Expose Creative and Offer Combinations -Interface and Design Relieves
Marketers of Complex Logic and Provides Foundation for Continuous Improvement

Intro receive offer
event channel - system result current treatment current segmentation next event potential segments potential objectives potential treatments segmentation data
Intro place order
event channel - system result current treatment current segmentation next event potential segments potential objectives potential treatments segmentation data
place order Web - Website, mail
- Continuity, phone -
agent UDT, phone agt
- West etc.
order accepted (credit
card authorized or
check received)
configure, enter, send
welcome email, Kiss
call (test)
keycode/channel Intro - ship hi risk / hi value retain switch to credit card,
make alternate offer,
alternate offer, send
info
keycode, order info,
product choice, survey
answers, Zip model,
acquired demographics,
Intro Quit Model, pay
method, credit card
authorization results,
customer history, do-
not-call request
hi risk / low value cut cost reject order, require
confirmation
low risk / hi value upsell, loyalty upsell offer, survey,
MGM, sample
low risk / low value 3rd party 3rd party offer
check required phone or letter
notification
none Intro - payment -
request check
hi value retain follow up if no check
after specified period
low value cut cost cancel if no check after
specified period
credit card reject:
invalid card or over
limit
phone or letter
notification
request new card
hi value retain phone for new card or
check
low value cut cost email for new
card/check; add to
exclusion list
credit card reject:
stolen card
cancel none (update exclusion list?) (all) cut cost exclusion list
prev buyer reject phone or letter
notification
none (none?) good history sell catalog offer, alternate
Gevalia offer
bad history cut cost, 3rd party exclusion list, 3rd party
offer
backorder phone or letter
notification
none Intro - order - backorder
notice
hi value retain, upsell notify, offer good
alternative, offer gift,
give priority
low value cut cost notify, offer cheap
alternative, give low
priority
abandon order none(?) none (update prospect file?) hi value sell send info, alternate
offer, catalog, sample,
recontact later
low value cut cost
do-not-contact request add to DNC list none Cust Svc - DNC hi value sell find contact preference
low value cut cost exclude

Intro place order
purchase
type
event channel - systemresult result %
(of input)
current treatment current
segmentation
next event potential segments segment %
(of result)
potential objectives potential treatments treatment %
(of segment)
treatment
cost/value
treatment
LTV impact
segment
future LTV
next purchase-event next event
channel-system
next event %
(of treatment)
net %
(of input)
next event time
delay (weeks)
segmentation data
place order Web - Website,
mail -
Continuity,
phone - agent
UDT, phone agt
- West etc.
order accepted
(credit card
authorized or
check received)
80% configure, enter,
send welcome
email, Kiss call
(test)
keycode/channel Intro - ship hi risk / hi value 20% retain configure, enter 100% $?? $?? $?? Intro - ship Continuity 100% 16% 2 keycode, order info,
product choice, survey
answers, Zip model,
acquired
demographics, Intro
Quit Model, pay
method, credit card
authorization results,
customer history, do-
not-call request
welcome email 100% $?? $?? $?? Intro - order - email email 100% 16% 1
switch to credit card 50% $?? $?? $?? Cust Svc - switch Cust Svc 25% 2% 0
make alternate offer 40% $?? $?? $?? Cata - ship Catalog 10% 1% 2
send info 30% $?? $?? $?? Intro - inform Mktg DB 100% 5% 1
send sample 25% $?? $?? $?? Intro - ship - sample Continuity 100% 4% 2
hi risk / low value 30% cut cost configure, enter 95% $?? $?? $?? Intro - ship Continuity 100% 23% 2
require confirmation 95% $?? $?? $?? (none) (none) 0% 0% 0
reject order 5% $?? $?? $?? (none) (none) 0% 0% 0
low risk / hi value 30% upsell, loyalty configure, enter 100% $?? $?? $?? Intro - ship Continuity 100% 24% 2
welcome email 100% $?? $?? $?? Intro - order - email email 100% 24% 1
upsell offer 40% $?? $?? $?? LE - ship Continuity 25% 2% 6
survey 60% $?? $?? $?? Intro - order - email email 50% 7% 1
MGM offer 30% $?? $?? $?? Intro - offer Mktg DB 5% 0% 1
send sample 10% $?? $?? $?? Intro - ship - sample Continuity 100% 2% 2
low risk / low value 20% 3rd party configure, enter 100% $?? $?? $?? Intro - ship Continuity 100% 16% 2
3rd party 30% $?? $?? $?? 3rd Party - ship (external) 20% 1% 4
check required 5% phone or letter
notification
request check
hi value retain follow up if no check
low value cut cost cancel if no check
credit card reject:
invalid card or
over limit
5% phone or letter
notification
request new card
hi value retain phone for new card or
check
low value cut cost email for new
card/check; add to
exclusion list
credit card reject:
stolen card
1% cancel none (update exclusion
list?)
(all) cut cost exclusion list
prev buyer reject 3% phone or letter
notification
none (none?) good history sell catalog offer,
alternate Gevalia offer
bad history cut cost, 3rd party exclusion list, 3rd
party offer
backorder 2% phone or letter
notification
none Intro - order -
backorder notice
hi value retain, upsell notify, offer good
alternative, offer gift,
give priority
low value cut cost notify, offer cheap
alternative, give low
priority
abandon order 3% none(?) none (update prospect file?) hi value sell send info, alternate
offer, catalog, sample,
recontact later
low value cut cost
do-not-contact
request
2% add to DNC list none Cust Svc - DNC hi value sell find contact
preference
low value cut cost exclude
Potential Map
Calculates Benefit/Lift for Alternative Customer Experience Interactions
Continuous A:B Testing in Marketing Automation System/Agency

Intro place order - initial (inbound)
case response
channel
systems personalization ability disposition current treatment current segmentation potential segmentation segment objective immediate treatments followup treatments
direct mail Internet Web site script / rules place order configure order,
accept
keycode, channel keycode, order info, product,
survey, real-time enhancement,
Zip model, Intro Quit Model, credit
card auth, customer history, pay
method, do-not-call
high attrition risk retain, reduce cost credit card, reject order,
alternate offer
print low attrition risk upsell, loyalty upsell offer, survey, MGM,
sample
email credit auth reject sell request other card or check exclusion list?
Web ads backorder retain offer alternative, notify notify, offer alternative,
offer consolation gift
DR-TV abandon order ? keycode, channel [same as above] refusals sell send info, alternate offer,
catalog, sample
new offer, catalog, 3rd
party offer, newsletter,
event notices
do-not-contact request add to DNC list keycode, channel keycode, Zip, realtime enhance high potential sell find contact preference new offer?
low potential reduce cost exclusion list
direct mail phone agent UDT script / rules [same as above] [same as above] [same as above] [same as above] [same as above] [same as above] [same as above] [same as above]
Web ads
print
direct mail mail Continuity none (batch input) [same as above] [same as above] [same as above] [same as above] [same as above] [same as above] none (batch process) outbound contacts
print
DR-TV
DR-TV phone agent Continuity none (batch input) [same as above] [same as above] [same as above] [same as above] [same as above] [same as above] meet objections, accept order,
send literature
outbound contacts
place order - followup (outbound)
case channel systems personalization ability disposition current treatment current segmentation potential segmentation segment objective immediate treatments followup treatments
backorder mail mail template no reply message none [same as above] high attrition risk retain
email o/b email template cancel low attrition risk loyalty
phone o/b phone script
credit auth
reject
mail mail template no reply message none [same as above] high attrition risk retain
email o/b email template send new card low attrition risk loyalty
phone o/b phone script send check
Detailed Map - Sample
Calculates Benefit/Lift for Alternative Customer Experience Interactions
Continuous A:B Testing in Marketing Automation System/Agency

Geography
Digital
Store
3rd
Party
Direct
Community
20
20
20
2020 20
20
20
20
20
20
20
20
20
20
2020
20
20
20
20
20
20
20
20
20 20
20
20
20
2020
20
20
20
20
20
20
20 20
20
20
20 20
20
20
20
20
20
20
20
20
20
20
20
20
20
20
20
20 20
20
20 20202020
20 20 20
20 20 20
20
20 20
20 20
20
20
20
20
20 20
20
1. Awareness
2. Information
5. Negotiation
4. Selection
6. Contract
12. Care/Support
7. Logistics
9. Delivery
10. Acceptance
13. Repair
14.Community
8. $Collection
11. Use
3. Identification
Customer Optimization Wizard – Dashboard for Performance Management
Numbers in each cell represent: customers, potential revenue, costs (per
and aggregate), customers at risk, customers in process, forecast closed
sales, forecast lost customers, forecast referrals, simulation under market
conditions.

Campaign
Offer B Offer A Default
Continuous
Results
Feed
Control
If B > A Then
B = A Then
New A
Step 8: Continuous and Automatic Testing

Step 9. Bolt-down Low
Maintenance/Moderate Value Programs

Community
Outdoor
Magazine
TV
Radio
Newspaper
Direct Mail
Email
Web
Call Center
Field Sales
Events
Retail
Dealer
Customer Process
x
x
x
xxxx
x
x
x
x
x
xxxx
xxxxx
xxx
xx
x
xx xxxx
Channel
30% 90%25% 70% 20% 15%$ $ $ $ $ $ $=LTV
+Invest
+Divest
+Invest+Invest +Invest
+Invest+Invest
+Invest
+Invest
+Invest
+Invest+Invest
+Invest
+Divest
+Divest
+Divest
+Divest
+Divest
+Invest+Invest

Geography
Digital
Store
3rd
Party
Direct
Community
20
.
1. Awareness
2. Information
5. Negotiation
4. Selection
6. Contract
12. Care/Support
7. Logistics
9. Delivery
10. Acceptance
13. Repair
14.Community
8. $Collection
11. Use
3. Identification

Step 6: Add Dashboards to Reporting for Everyone’s Use
Low-to-No New Technology Investment Required. Use Existing Tools from
Excel to R, SAS, Tableau, Qlikview, Business Objects, Cognos, Microstrategy,
IBM, Oracle, SAP, Open Source and Others All Valid for CxC Matrix

Low-to-No New Technology Investment Required. Use
Existing Tools from Excel to R, SAS, Tableau, Qlikview,
Business Objects, Cognos, Microstrategy, IBM, Oracle,
SAP, Open Source and Others All Valid for CxC Matrix
Copyright 2015 ClientXClient LLC. www.clientxclient.com. 908.350.3012 Share & Enhance & Share

Geography
Digital
Store
3rd
Party
Direct
Community
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1. Awareness
2. Information
5. Negotiation
4. Selection
6. Contract
12. Care/Support
7. Logistics
9. Delivery
10. Acceptance
13. Repair
14.Community
8. $Collection
11. Use
3. Identification
Alerts indicate opportunity, risks, activity that is outside of plan parameters. Alerts require
attention to exploit opportunity, avert risk, or amplify downstream resources, reduce upstream
flow, divert/adjust activities (inventory, staff, promotions, pricing). Alerts are delivered according
to manager responsibility and controls. The Customer Optimization Wizard may invoke corporate
standard policies and make recommendations based on probabilistic outcomes (upstream and
downstream scenarios)
ALERTS

Geography
Digital
Store
3rd
Party
Direct
Community
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1. Awareness
2. Information
5. Negotiation
4. Selection
6. Contract
12. Care/Support
7. Logistics
9. Delivery
10. Acceptance
13. Repair
14.Community
8. $Collection
11. Use
3. Identification
Move bar along bottom to see impact scenarios for current customer flow. Adjust parameters for
multiple scenarios and set independent performance threshold ranges at multiple nodes to test
complex market scenarios
Resource, Opportunity, Time
Scenarios
week 1 week 8 week 9 week 10week 6 week 7week 5week 2 week 3 week 4
39

Community
Geography
Digital
Store
3rd
Party
Direct
Community
A
Awareness
Information
Negotiation
Selection
Contract
Care/Support
Logistics
Delivery
Acceptance
Repair
$Collection
Use
Identification
What is a customer interaction?
If an ad appears on a web page and nobody clicks it – is it really an ad?
What if I don’t know who the customer is – should I count it?
The Customer Experience Matrix requires a customer-involved contact.
A. Customer registers at web site during checkout
process: Customer could arrive at checkout from web
site navigation or from direct link from blast email from
affiliate (If from targeted email response moves to
“Direct” channel category)
40

Community
Geography
Digital
Store
3rd
Party
Direct
Awareness
Information
Negotiation
Selection
Contract
Care/Support
Logistics
Delivery
Acceptance
Repair
$Collection
Use
Identification
(business to business)
A. Client arrives from search engine, keywords
“Insurance, Legal, Services, PA”
A
41

Community
Geography
Digital
Store
3rd
Party
Direct
Community
Awareness
Information
Negotiation
Selection
Contract
Care/Support
Logistics
Delivery
Acceptance
Repair
$Collection
Use
Identification
B. Client attends “Services Seminar”:
B
42

Community
Geography
Digital
Store
3rd
Party
Direct
Community
Awareness
Information
Negotiation
Selection
Contract
Care/Support
Logistics
Delivery
Acceptance
Repair
$Collection
Use
Identification
C. Client contacts business acquaintances, clicks on
“business services email”; calls 1-800 Biz Info”;
schedules in-person meeting; negotiates 3 month
contact; finances expense for 12 months through third
party; contacts customer service for “emergency”.
C C
CC C
C
C
C
C
C
C CC
CC
43

Community
Geography
Digital
Store
3rd
Party
Direct
Community
A
Awareness
Information
Negotiation
Selection
Contract
Care/Support
Logistics
Delivery
Acceptance
Repair
$Collection
Use
Identification
The Customer Experience Matrix requires a customer-involved contact
(Retail).
A. Client clicks “add to shopping cart”
44

Community
Geography
Digital
Store
3rd
Party
Direct
Awareness
Information
Negotiation
Selection
Contract
Care/Support
Logistics
Delivery
Acceptance
Repair
$Collection
Use
Identification
The Customer Experience Matrix requires a customer-involved contact.(Retail)
B. Customer compares prices on ebay, Amazon, and
shopping bots
BBB
B
B
B
45

Community
Geography
Digital
Store
3rd
Party
Direct
Community
Awareness
Information
Negotiation
Selection
Contract
Care/Support
Logistics
Delivery
Acceptance
Repair
$Collection
Use
Identification
C. Customer goes to local store to view product and
select color, asks store associate product questions
CCC C
46

Community
Geography
Digital
Store
3rd
Party
Direct
Community
Awareness
Information
Negotiation
Selection
Contract
Care/Support
Logistics
Delivery
Acceptance
Repair
$Collection
Use
Identification
D. Customer orders product on-line at company web site,
requests in-store pick-up, pays using loyalty credit
card, gives product as gift, asks to exchange for store
credit
D
D
D
D
D D
D
D
D
D
D
D
D
D
47

Customer Experience Interface: hover over cell for information
Activities
Yield
Metrics
System
Owner
Data
Administration
System
1. Awareness
2. Information
5. Negotiation
4. Selection
6. Contract
12. Care/Support
7. Logistics
9. Delivery
10. Acceptance
13. Repair
14. Community
8. $Collection
11. Use
3. Identification
Monitor Key Performance
Indicators for Every
Interaction
48

49
LAGGARD TO LEADER CLIENT TRANSFORMATION
MODEL
FRONT OFFICE PARTNERSHIP
PEOPLE
TECHNOLOGY DATA
PROCESSES
COMPLIANCE REVIEW
GOVERANCE
HTML 5
Mobile
Big Data
BI
Data
Management DATA
SURVEILLANCE
SYNDICATION
MARKET LEADING
CLIENT’S CUSTOMER
VALUE RECOGNITION
ELASTIC SOURCING
CONTINUOUS
IMPROVEMENT
OBSERVATION (Digital Pulse)
MONETIZATION
MODERNIZATION
OPTIMIZATION
PEOPLE
ENTERIPRISE STAKEHOLDER
COLLABORATION
Automation
STP
Cloud
Document
Management
Best Practices + Transformational Technology
CLIENT
WINS
PROCESS
TECHNO
LOGY

Use any system to simulate customer experience scenarios and perform what-if
analysis. CxC Matrix connects data across all systems to support use case.

Granular customer experience detail enables unprecedented what if analysis and provides framework for
predictive and prescriptive modeling down to individual customer, device, channel, interaction,
product/service attribute. Yes, comprehensive by design. If we missed something, let us know.

52
Big Data capabilities enable linking individual offer details, customer acceptance, partner
commitments, customer exceptions – everything – connected to customer , transaction,
product which allows customer experience playback for legal, innovation, finance and
forward predictions for prescriptive and optimization scenarios.

TECHNOLOGY
COMMUNICATION
PROCESS
KNOWLEDGE
PEOPLE
CEM
Customer Experience Management Starts with PEOPLE
Technology is the Enabler - Not The Solution
Foster a Customer-Centric Culture
Negotiation ServiceUsePurchaseAwareness Dispose

TECHNOLOGY
COMMUNICATION
PROCESS
KNOWLEDGE
PEOPLE
IOT
Customers Defined by Behavioral Interactions and
Interactions of Their Objects with Each Other
The CxC Customer Experience Matrix
Addresses The Internet of Things (iot)
(Organize, Visualize, Monetize, Analyze, Model, Simulate, Virtualize)
Negotiation ServiceUsePurchaseAwareness Dispose
IOT

Customer Experience
CxC Firsts
1. First complete digitization of omni-channel customer experience cradle to grave
2. First to monetize customer experience end-to-end and granularly
3. First to approach enterprise customer experience as a science
4. First to map customer experience ‘chaos’ to customer experience order
5. First multi-discipline approach to customer experience connecting every
department and stakeholder to customer experience
6. First to build customer experience algorithm
7. First to model customer ecosystem in anticipation of Big Data capabilities
8. First to anticipate and model Internet of Things (iot) in customer model
9. Closest to delivering super-enterprise customer experience simulation tool
10.Shared Customer Worthy book describing CxC Matrix with over 7,000
influencers across private sector, universities, technology, consulting and
service companies

Please contact Michael Hoffman for
additional information:
Michael Hoffman, 908.350-3012
MRHoffman@CLIENTxCLIENT.com
Thank you for investing your time. Please share, comment, correct and improve
this content to advance customer experience management.

Customer Experience Mastery make every interaction customer worthy

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Editor's Notes