Customer Experience Optimization and Management

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Being able to deliver a superior customer experience is now the defining competitive advantage of successful companies. But how do you get started on delivering that experience? And how will you know when you're doing it right? In this presentation, I provide an introduction to customer experience management and explain why online reviews are an invaluable asset (or your worst nightmare). Originally presented at Aggregate Conference 2014

Marketing

Dr. Customerlove: Or How I
Learned to StopWorrying
And Love Online Reviews
@eriksnyder
#GGRGT

Apologies for not citing sources to:
Jeanne Bliss
Brian Solis
Marty Neumeier
Forrester Research
and
Internet Creatives
Everywhere@eriksnyder
#GGRGT

Goal: Combine CX
Management &The Dynamic
Customer Experience

CX is short for Customer
Experience Management
@eriksnyder
#GGRGT

CX means seeing your
business as your
customers do.
@eriksnyder
#GGRGT

Customers experience our
companies as singular
entities
@eriksnyder
#GGRGT

The customer experience is
the sum of interactions
between you and your
customers.

Customer service is what
happens when the customer
experience is broken.
@eriksnyder
#GGRGT

Excellent CX results in
remarkable experiences.
@eriksnyder
#GGRGT

Remarkable doesn't mean
remarkable to you. It means
remarkable to me. Am I
going to make a remark
about it? If not, then you're
average, and average is for
losers.
-Seth Godin@eriksnyder
#GGRGT

Step 1. Map the customer
touch points as they actually
occur in reality.
@eriksnyder
#GGRGT

People before process:
Interviews >
Focus Groups >
Surveys >
Demographics >
HiPPOs
@eriksnyder
#GGRGT

Step 2. Create metrics
around key customer
touchpoints
@eriksnyder
#GGRGT

Examples of Possible Metrics:
Abandoned Carts
Escalated Calls
Returned Products
Reviews
Hate Mail@eriksnyder
#GGRGT

Step 3. Make the pain felt
by the people who are
causing it.
@eriksnyder
#GGRGT
Terry
Tate
Office Linebacker

CX Review:
1. Determine KeyTouchpoints
2. Create Metrics
3. BringThe Pain
@eriksnyder
#GGRGT

Dynamic Customer
Journey:Where do I start?
@eriksnyder
#GGRGT

@eriksnyder
#GGRGT
Customer
journeys begin
with a
stimulus

Stimulus can be created or
co-opted.
@eriksnyder
#GGRGT

Now we have a need, and
we want answers.
@eriksnyder
#GGRGT

Zero Moment ofTruth is an
explosion of options.
@eriksnyder
#GGRGT

Our research now has to reply on
secondary sources:
Journalism
Experts
Lists
Reviews@eriksnyder
#GGRGT

@eriksnyder
#GGRGT
Peer reviews trump all.

First Moment OfTruth:
When they first encounter
our own marketing.
@eriksnyder
#GGRGT

Consistency is crucial in
the First Moment ofTruth.
@eriksnyder
#GGRGT

Second Moment ofTruth:
Post-decision, when they
actually experience our
product.
@eriksnyder
#GGRGT

Second Moment ofTruth is
the domain of UX, Interface
Design, Product
Development and Engineers
and Imagineers.
@eriksnyder
#GGRGT

Ultimate Moment ofTruth:
WhenYou ShareYour
Experience Socially
@eriksnyder
#GGRGT

Optimizing for great
reviews is an entirely valid
way to do business.
@eriksnyder
#GGRGT

1. Use CX to create
remarkable experiences at
every moment of truth
@eriksnyder
#GGRGT

2. Give customers a way to
share their those positive
experiences
@eriksnyder
#GGRGT

Like Nikki said earlier…
@eriksnyder
#GGRGT

People will talk about you
somewhere, it might as well
be where you can see and
respond.
@eriksnyder
#GGRGT

3. Formally collect these
communications and feed
them back into your
organization “where the
pain is created”
@eriksnyder
#GGRGT

Erik Snyder
erik.snyder@gmail.com
@eriksnyder
#GGRGT

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Customer Experience Optimization and Management

1. Dr. Customerlove: Or How I Learned to StopWorrying And Love Online Reviews @eriksnyder #GGRGT

2. Apologies for not citing sources to: Jeanne Bliss Brian Solis Marty Neumeier Forrester Research and Internet Creatives Everywhere@eriksnyder #GGRGT

3. Goal: Combine CX Management &The Dynamic Customer Experience

4. CX is short for Customer Experience Management @eriksnyder #GGRGT

5. CX means seeing your business as your customers do. @eriksnyder #GGRGT

6. @eriksnyder #GGRGT

7. Customers experience our companies as singular entities @eriksnyder #GGRGT

8. @eriksnyder #GGRGT

9. The customer experience is the sum of interactions between you and your customers.

10. @eriksnyder #GGRGT

11. Customer service is what happens when the customer experience is broken. @eriksnyder #GGRGT

12. Excellent CX results in remarkable experiences. @eriksnyder #GGRGT

13. Remarkable doesn't mean remarkable to you. It means remarkable to me. Am I going to make a remark about it? If not, then you're average, and average is for losers. -Seth Godin@eriksnyder #GGRGT

14. Step 1. Map the customer touch points as they actually occur in reality. @eriksnyder #GGRGT

15. @eriksnyder #GGRGT

16. People before process: Interviews > Focus Groups > Surveys > Demographics > HiPPOs @eriksnyder #GGRGT

17. Step 2. Create metrics around key customer touchpoints @eriksnyder #GGRGT

18. Examples of Possible Metrics: Abandoned Carts Escalated Calls Returned Products Reviews Hate Mail@eriksnyder #GGRGT

19. Step 3. Make the pain felt by the people who are causing it. @eriksnyder #GGRGT Terry Tate Office Linebacker

20. CX Review: 1. Determine KeyTouchpoints 2. Create Metrics 3. BringThe Pain @eriksnyder #GGRGT

21. Dynamic Customer Journey:Where do I start? @eriksnyder #GGRGT

22.

23. @eriksnyder #GGRGT Customer journeys begin with a stimulus

24. Stimulus can be created or co-opted. @eriksnyder #GGRGT

25. @eriksnyder #GGRGT

26. @eriksnyder #GGRGT

27. Now we have a need, and we want answers. @eriksnyder #GGRGT

28. @eriksnyder #GGRGT

29. @eriksnyder #GGRGT

30. Zero Moment ofTruth is an explosion of options. @eriksnyder #GGRGT

31. @eriksnyder #GGRGT

32. Our research now has to reply on secondary sources: Journalism Experts Lists Reviews@eriksnyder #GGRGT

33. @eriksnyder #GGRGT

34. @eriksnyder #GGRGT

35. @eriksnyder #GGRGT

36. @eriksnyder #GGRGT Peer reviews trump all.

37. @eriksnyder #GGRGT

38. @eriksnyder #GGRGT

39. @eriksnyder #GGRGT

40. @eriksnyder #GGRGT

41. First Moment OfTruth: When they first encounter our own marketing. @eriksnyder #GGRGT

42. Consistency is crucial in the First Moment ofTruth. @eriksnyder #GGRGT

43. Second Moment ofTruth: Post-decision, when they actually experience our product. @eriksnyder #GGRGT

44. Second Moment ofTruth is the domain of UX, Interface Design, Product Development and Engineers and Imagineers. @eriksnyder #GGRGT

45. @eriksnyder #GGRGT

46. @eriksnyder #GGRGT

47. Ultimate Moment ofTruth: WhenYou ShareYour Experience Socially @eriksnyder #GGRGT

48.

49.

50. Optimizing for great reviews is an entirely valid way to do business. @eriksnyder #GGRGT

51. 1. Use CX to create remarkable experiences at every moment of truth @eriksnyder #GGRGT

52. 2. Give customers a way to share their those positive experiences @eriksnyder #GGRGT

53. Like Nikki said earlier… @eriksnyder #GGRGT

54. @eriksnyder #GGRGT

55. People will talk about you somewhere, it might as well be where you can see and respond. @eriksnyder #GGRGT

56. 3. Formally collect these communications and feed them back into your organization “where the pain is created” @eriksnyder #GGRGT

57. Erik Snyder erik.snyder@gmail.com @eriksnyder #GGRGT

Customer Experience Optimization and Management

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