Innovation is an essential source of growth and leadership. Innovation that ignores customer experience cannot be successful. Opportunities abound for leapfrogging your peers' market performance when you innovate the entire customer experience. See https://ClearAction.com

1. Innovating Superior Customer Experience
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LYNN HUNSAKER
CHIEF CUSTOMER OFFICER

2. ClearAction Continuum
2© Copyright ClearAction Continuum. All rights reserved.
What Is the Customer Experience?
Desired
End-Result
What Customer Buys

3. ClearAction Continuum
3© Copyright ClearAction Continuum. All rights reserved.
What Is the Customer Experience?
Emotional
Functional
Desired
End-Result
What Customer Buys

4. ClearAction Continuum
4© Copyright ClearAction Continuum. All rights reserved.
What Is the Customer Experience?
Emotional
Functional
Desired
End-Result
What Customer Buys
Means-to-an-End
Firm’s Solution

5. ClearAction Continuum
5© Copyright ClearAction Continuum. All rights reserved.
Compare Solutions vs. End-Results
Function
Time
‘Good Enough’ Line
Desired
End-Result
Adapted from The Innovator’s Solution, by Clayton Christensen & Michael Raynor

6. ClearAction Continuum
6© Copyright ClearAction Continuum. All rights reserved.
Compare Solutions vs. End-Results
Desired
End-Result
Function
Time
GEL
Technology
Impact
Adapted from TechnologyAssessment for a Better Strategy, by John Milburn, Pragmatic
Marketing, Volume 5, Issue 1.
Offering
Exceeds
Desired
End-Result
Offering
Aligned to
Desired
End-Result
Offering
High-Value
to Desired
End-Result
Offering Solves
Higher
Order
End-Result

7. ClearAction Continuum
7© Copyright ClearAction Continuum. All rights reserved.
Analyze Value Scenarios
Underserved Customers
Overshot Customers
Non-Customers
• Existing solutions should increase
quality, features, conveniences, etc.
• Existing solutions are more than enough
• Existing solutions present a constraint
Desired
End-Result
Scenarios
Models

8. ClearAction Continuum
8© Copyright ClearAction Continuum. All rights reserved.
Re-Framing with Consistency
Overshot Customers
Non-Customers
• Constrained
Desired
End-Result
• Overwhelmed
Adapted from Renovate Before You Innovate by Sergio Zyman & Armin Brott
and The Innovator’s Solution, by Clayton Christensen & Michael Raynor
Solutions Demographics
End-Results
Core
Essence

9. ClearAction Continuum
9© Copyright ClearAction Continuum. All rights reserved.
Address Entire Customer Experience
Desired
End-Result
Product Service
Business Model
Affinities Convenience
Policies Processes
Culture
Means-to-an-End
Firm’s Solution

10. ClearAction Continuum
10© Copyright ClearAction Continuum. All rights reserved.
Customer Experience Innovation Creativity
Product Service
Business Model
Affinities Convenience
Policies Processes
Culture
End-Result
Barriers
Solutions
Why
Solutions
Adapted from The Innovator’s Toolkit, by David Silverstein, Philip Samuel & Neil Decarlo
and from Blue Ocean Strategy, by W. Chan Kim & Renee Mauborgno

11. ClearAction Continuum
11© Copyright ClearAction Continuum. All rights reserved.
Customer Experience Innovation Creativity
Product Service
Business Model
Affinities Convenience
Policies Processes
Culture
End-Result
Barriers
Solutions
Why
Solutions
End-Result
Adapted from The Innovator’s Toolkit, by David Silverstein, Philip Samuel & Neil Decarlo
and from Blue Ocean Strategy, by W. Chan Kim & Renee Mauborgno
Past Current Future
Super-system
Solutions
Subsystem

12. ClearAction Continuum
12© Copyright ClearAction Continuum. All rights reserved.
Customer Experience Innovation Enablers
Desired
End-Result
Product Service
Business Model
Affinities Convenience
Policies Processes
Culture
Ideas
Adapted from The Innovator’s Guide to Growth, by Scott Anthony, Mark Johnson, Joseph Sinfield & Elizabeth Altman
Sufficient
Sustaining
Common Language
External Perspective
Traction
Mind-set
Resources
Favor Disruptive
Manage Uncertainty

13. ClearAction Continuum
13© Copyright ClearAction Continuum. All rights reserved.
ClearAction.com/store
If You Like These Concepts, Get the Book!
4 Keys Explained
30 Templates
Step-by-Step
Guidelines

14. ClearAction Continuum
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ClearAction Continuum
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See the rest of this presentation in
 GETTING & KEEPING CUSTOMERS
 DRIVING GROWTH & INNOVATION
 DATA & METRICS THAT WORK
 CREATIVITY WITHIN BOUNDARIES
 DRIVING ACCOUNTABILITY & COMMITMENT
 GETTING EVERYONE ON THE SAME PAGE
Join today:
https://ClearAction.com/value-exchange
Ask for a demo:
Success@ClearAction.com

15. ClearAction ContinuumClearAction Continuum
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Increase: Maximize: Decrease:
• Follow-through
• Ability to prioritize
• Productivity of resources
• Employee engagement
• Strategic vs. tactical work
• Resource acquisition
• Stakeholder satisfaction
• Stakeholder cooperation
• Team collaboration
• Right the first time
• Job satisfaction
• Continuity
• Project stalls
• Duplicated resources
• Redundant efforts
• Rework
• Employee turnover
• Alliance workloadAlignment (bridging silos) is the
next frontier in CX ROI
Design of ClearAction Value Exchange based on research with American Express, Aon, Apple, Ariba,
Clorox, Covidien, Eli Lilly, Global Foundries, HP, Microsoft, NVIDIA, SAP and beta-testing with many others
ClearAction Value Exchange KPIs are multipliers on your CX investments
SaaS for real-time
personalized action plans
to tackle these silos
30-minute bites
AI-curated resources
DIY and interactive
VP-level to intern-level
Shared vision
Collective capability
© 2019 ClearAction Continuum.

16. ClearAction Continuum
ClearAction Continuum closes the brand-customer gap.
ClearAction Value Exchange members in marketing
& customer experience, care & success roles access
real-time, 24x7, bite-sized personal solutions to
navigate silos for customer value performance
ClearAction Advisory clients strategically
operationalize marketing & customer experience
for scalability, resource productivity & enduring
customer value performance
1616
Customer value performance momentum
© 2019 ClearAction Continuum.
ClearAction Continuum

17. ClearAction Continuum
Ask about customer value performance momentum
ClearAction Continuum
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DNA MASTER PLAN™
STRATEGIC RENEWAL™
CLEARACTION VALUE EXCHANGE™
DNA ACTIVATION™
MARKET RESPONSIVENESS INDEX™
DX AGILITY™
DNA TRANSFORMATION™
DX ALTITUDE™
RACE™
(RAPID ANALYTICS CUSTOMER ENVIRONMENT)
VOX MODERNIZED™
VOX ACTIONABILITY™
SHARKTΛINK™
CX growth aspirations:
 Business results via trust-building
 Consistency via silo-bridging
 All-employee engagement
 Prevention and anticipation
 CX as managerial context
 Profit impact in daily decisions
https://clearaction.com/customer-centered-business-10-keys-organic-growth/© 2019 ClearAction Continuum.
Success@ClearAction.com

18. ClearAction Continuum
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ClearAction Continuum
We’re honored to influence these companies
PARTIAL LIST OF CLIENTS
© 2019 ClearAction Continuum.

19. ClearAction Continuum
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ClearAction Continuum
ClearAction clients’ experiences
Because each of the ClearAction
team members managed CX in B2B
for a number of years, they provided
personal examples and practical
tools that could be implemented right
away. It was incredibly beneficial for
us to work with them for several
occasions. They elevated our
collective knowledge and helped us
achieve a higher level of CX maturity.
– A. Chu, Dir Customer Experience
ClearAction is an expert in business
operations and has been an
invaluable resource for us to learn
best-practices in many areas. They
taught us things that would not
readily cross our minds, but after they
explain, it makes total sense, and this
increased our efficiency and
accuracy in many areas. I highly
recommend ClearAction.
– K. Van Diepen, Dir Marketing Communications
ClearAction has been at the forefront
of helping companies like ours
reduce chaos, maximize resources
and achieve impactful results.
They’ve provided mission-critical
guidance to begin the process of
building a strong marketing
operations function that supports our
company’s growth, scale and
continuous improvement objectives.
– K. Chalmers, Dir Marketing Operations
© 2019 ClearAction Continuum.

20. ClearAction Continuum
Customer value performance momentum