White Dog Consulting Project: This was a project for a major utility preparing for deregulation by marketing its own deregulated division prior to the laws going into effect. This projects goal was to generate response and capture ‘genuine’ interest in Company’s solutions, Company will offer an incentive to qualified/targeted prospects via personalized email, SEO/SEM offers, and prospecting calls - James Newbill

1. Customer Experience Assessment Overview
March 18, 2010

2. Customer Experience Assessment
Objectives
• Overview
• Process
• Experience Attribute Categories
• Aligning Customer Expectations and Client Objectives
• Samples – Brand Experience Statement / Customer Experience
Assessment
• Next Steps / Business Development Input to proposed offer and sales
support materials
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3. Customer Experience Assessment
Defining the Experience
3
 Company will be offering a ‘no risk’ customer experience assessment to
qualified prospects as an incentive to encourage response
> Prospects will qualify based on ‘fit’ and potential opportunity
> The assessment will include both external (mystery shopping) and internal (call
monitoring, agent focus group) components and cover available ‘real time’ contact
channels (phone, email, web chat)
> Company will work with prospective clients to identify a specific customer engagement
applications (care, sales, etc.) and help define the desired customer experience
> Company will conduct the assessment remotely – unless prospective clients are willing
host the Company team and cover travel-related expenses
> The assessment team will include representatives from Operations, Quality and Client
Services
> It’s is anticipate that the team will spend 16 – 24 hours completing the assessment and
documenting their findings
> The cost is $2500 – but will be credited to the prospective client’s first invoice if they
become an Company client

4. Customer Experience Assessment
Process
4
Findings Report &
Recommendations
Gap AnalysisAssessmentPre-Planning
 Client Survey /
Interview
 Brand Attributes and
Value Proposition
 Service application
 Customer Segment(s)
 Interaction Objectives
(customer / company)
 Desired Customer
Experience
 Experience Mapping
 Success Metrics
 External ‘Outside In’
Experience Assessment
– Mystery Shopping across
access channels
– Follow-up / Delivery on
commitment
 Internal Assessment
– Call Monitoring
– Agent Focus Groups
– Yield / Loss Analysis
 Document Findings
– Customer Experience
Evaluation Matrix by
contact channel
– Focus group feedback
– Yield / Loss analysis
 Recommendations
– Strategic
Enhancements
– Tactical Improvements
 Branded Customer
Experience Statement
 Gap External and
Internal assessments
against brand/customer
expectations and desired
customer experience
 Highlight successes and
identify barriers
 Company will follow a disciplined process for completing customer experience
assessments

5. Customer Experience Assessment
Experience Attribute Categories
5
Mobile
Phone-based
Resolve
Responsive
Emotional
Accessible
Personal
Branded
Customer
• Multi-channel access
• Appropriate channel alignment
based on customer need
• Cross-channel Consistency
• Ability to create an
emotional connection
• Demonstration of
Empathy and
Enthusiasm to serve
customer
• Demonstrated understanding of
customer relationship (tenure,
value, preferences)
• Contact Continuity
• Ability to deliver against brand
attributes and customer
expectations for the brand
• Resolution of customer
request or issue within
acceptable timing (e.g.,
FCR)
• Ability to access needed
data /tools/systems and
respond to customer
request in a ‘real-time’
manner
• Proactivity in anticipating
and fulfilling customer
needs

6. Customer Experience Assessment
Aligning Customer and Client Objectives
6
Client Objectives
Customer
Expectations
 What does the <company’s> customer
want and expect when he/she contacts
<company> via the phone, email, or web
chat
> A return on their investment of time and
effort of call – value (resolution, education,
credit)
> To communicate their issues and be heard
> Guidance around product selection or use
> Immediate/timely Issue resolution
appropriate with the nature of the problem
OR clarity on barriers to immediate
resolution and next steps to achieve
resolution
> To feel respected, trusted and valued – and
ideally that they received ‘special’ treatment
> A positive and professional experience that
reinforces their alignment with the brand
 What does <company> want and expect as a
result of that interaction over the phone,
email, or web chat?
> Handle the call in a professional, efficient and
effective manner
> Resolve the customers issue the first time
> Communication of accurate information to
customers
> Accurately capture data to support service
changes, interaction tracking/dispositions, and to
build customer profiles
> Proactive care of the customer (education,
cross/up-sell
> Appropriate expectation setting
> Ensuring that the Customer leaves the call so
pleased that they become advocates for
<company> and share their positive experience
with their friends and family
• Aligned Strategies &
Objectives
• Framework for Call
Management
• Meaningful, two-way dialogue
• Improved ROI

7.  Key components of the assessment ‘deliverable’ are listed highlighted
below
> Ty
Customer Experience Assessment
Deliverable
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 Customer Experience Evaluation Matrix by
contact channel that will identify barriers and
low hanging opportunities
 Customer experience map and assessment
demonstrating gaps across customer
expectations versus client objectives
 A framework for interaction management and
a distilled ‘customer experience statement’
that will provide agents an effective guide for
delivering on every contact
 Documented agent focus group feedback
 A formal ‘yield / loss’ analysis that identifies
fallout in achieving customer behavior change
objectives
Output Value
 Understanding of strategic and tactical
opportunities that can implemented to quickly
drive improvements
 Improved alignment of objectives that will drive
increased customer loyalty and support
strategic planning around customer
management
 Improved interaction management and
increased contact consistency
 Details on agent identified barriers / customer
insight customer that can be used to address
upstream/downstream activities
 Clarity on the areas of greatest impact in
achieving overall interaction objectives

8. Company Engagement
Management
Sales Positioning
8
 To generate response and capture ‘genuine’ interest in Company’s solutions,
Company will offer an incentive to qualified/targeted prospects via personalized email,
SEO/SEM offers, and prospecting calls. Illustrative copy is provided below.
> For a limited time, Company is offering an introductory ‘Customer Engagement’ assessment.
Our experts will conduct an study of how effectively your company engages with your
customers across service or marketing support touch points – including phone and web-based
interactions. You’ll gain actionable insight, from your customer’s point of view on:
– Delivering against customer expectations
– Interaction effectiveness in engaging customers
– Creating a positive and personalize customer experience
– Brand consistency and alignment
– Cross-channel consistency (Phone, Email, Chat)
– Generating value and ROI from every customer interaction
> This offer, for qualified prospects, is offered at $2500 – which is 75% off of our normal rate,
and requires only a minimal investment in time / effort on your part. Additionally, if our
assessment leads to a larger engagement with Company, we’ll credit the $2500 against your
first invoice.

9. Customer Experience Assessment
Sample Output – Customer Experience Statement
Especially for the street-savvy, irreverent youth who live large, yet hunger for
the next level in their lives, Boost Mobile is the premium, youth-focused
communications network and instant gateway to opportunities that enables
them to boost their lifestyle and status
Especially for the street-savvy, irreverent youth who live large, yet hunger for
the next level in their lives, Boost Mobile is the premium, youth-focused
communications network and instant gateway to opportunities that enables
them to boost their lifestyle and status
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Boost’s
Desired Care Experience
Boost’s
Desired Care Experience
Boost Customer’s
Desired Care Experience
Boost Customer’s
Desired Care Experience
Boost Customer Experience Statement:
“Deliver a casual but professional care interaction that
brings the customer closer to the Boost brand by
facilitating their ability to create and mange their
personal communication style”
Boost Brand Positioning

10. Customer Experience Assessment
Assessment Template – Phone Interaction
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Calls are
routed
appropriately,
IVR is easy to
use and
provides
flexibility and
appropriate
self service
options or to
connect with
Agent
Agent probes
to understand
the consumer
needs and
responds
appropriately.
Reinforcement
of the Brand
occurs during
the call
Agent instills
confidence
through
knowledge of
product and
clearly explains
features,
options, pricing,
etc.
Agent is able to
complete the
activation in a
timely manner
and takes
steps to ensure
that the
service is
‘active’ and
working
properly.
Agent
accurately
captures
consumer
information to
support
analysis and
subsequent
marketing
efforts
Agent is
efficient in the
use of the tools
available and
resolving the
customer’s
issue in a
timely manner.
Agent
effectively
assesses
customer
needs to
determine and
deliver the
most
appropriate
offer
•Prompts are
easy to
understand and
use. Pricing info
available
through initial
prompts.
•Activation
prompt enables
customer to
gather required
information and
ensure timely
•Knowledgeable
agents
•No customer
pressure (time,
sales)
•Willing to demo
features
•Need consistent
linear approach
•Limited mention
of costs
•Willingness to
serve/meet
needs
•Effective –
though
lengthy, call
activation and
demonstrated
feature
utilization
•Opportunity to
more
proactively
educate on
costs and
features
•Effectively
captured info
for activation
and set-up of
features
•No attempt to
capture info
on wants /
needs that
would support
subsequent
marketing
efforts
•Systems
issues (slow /
down)
extended the
call
•Agents didn’t
appear overly
focused on
AHT but on
customer
delivery and
completing
activation
•While close
was branded,
inconsistent
approach to
setting
expectations
for the
customers
next
transaction or
90 usage
window
•Missed
opportunities
to leverage
activation to
educate and
sell additional
features
Desired
Customer
Experienc
e
Desired
Customer
Experienc
e
Performanc
e
Ratings
BarriersBarriers
Agent
appropriately
sets
expectations
regarding
follow-up/next
steps further
reinforces the
Brand.
Customer Focus COMPANY Focus
Key Sales ComponentsKey Sales Components
•Agents voice
& tone
projects youth
culture &
C0.brand
•Customer
needs
understood
•Customer
focused
engagement
•Was there any
reinforcement
of the brand?
- Below Expectations - Meets Expectations - Exceeds Expectations
• Clear expectation setting (info needed, time requirement, usage consideration, etc.)
• Improved efficiency, call control and adherence to a linear-based approach to activation
• Low sales offer rates and missed marketing data capture opportunities
• More proactive communication of features, usage-based pricing, and next transaction
• Clear expectation setting (info needed, time requirement, usage consideration, etc.)
• Improved efficiency, call control and adherence to a linear-based approach to activation
• Low sales offer rates and missed marketing data capture opportunities
• More proactive communication of features, usage-based pricing, and next transaction
OpportunitiesOpportunities

11. Customer Experience Assessment
Next Steps
• Ideas on how to increase the effectiveness of the offer?
• How can business development effectively leverage this offer?
– Proactive (e.g., email campaign)
– Email follow-up to prospecting call
– Re-engagement of past/lost prospects
• How would you like to see the offered packaged?
• What others offers or services should we be packaging as incentives to
respond and learn more about Company Engagement Management
services?
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