if you need to know the difference between customer service (CS) and customer experience (CX)!

1. CXCUSTOMER EXPERIENCE
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PRESENTED BY
Dr. Ramadan Babers
https://www.linkedin.com/in/ramadan-babers-phd-78976345/

2. 1- Introduction 2

3. objectives
1 • introduction
2 • Evolution of Marketing
3 • CX Definition
4 • Why is CX important for your business
5 • The benefits of delivering a great CX
6 • What is a good CX
7 • The difference between CX & CS
8 • The CX Cycle
9 • Ways to Communicate your Customer
10 • Measuring CX
11 • Analyzing CX
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4. 1- Customer Story
 Customer love to tell OTHERS about their extraordinary service
experience
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5. 2- Evolution of Marketing
 Product / Production -orientation Stage
 “make all you can.”
 All that is made can be sold.
 The production concept holds that consumers will prefer products that
are widely available and inexpensive.
 late 1800s and early 1930s.
“The American public can have any color car
it wants so long as it’s black.” Henry Ford
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6. 2- Evolution of Marketing (cont.)
 Sales-orientation Stage
 “sell all you make.
 Supply frequently exceeds demand.
 Focus is on promotion and pricing;
objective is to sell all the inventory.
 Between early 1930s and 1950s.
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7. 2- Evolution of Marketing (cont.)
 Market-orientation Stage
 “make what you can sell.”
 Variety in markets, variety in products.
 Employs full marketing mix.
 Focus is on customer needs and
satisfaction.
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8. 3- CX Definition
 CX is your customers’ holistic
perception of their
experience with your
business or brand
 CX is the result of every
interaction a customer has
with your business
Navigating
the website
Talking to
customer
service
Receiving
the product
/ service
Great customer experience
is your key to success
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9. 4- Why is CX important for your business
The better experience
customers have
The more repeat customer
Positive reviews you will
receive
Reducing the friction of customer
complaints and returns
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https://www.superoffice.com/blog/customer-experience-statistics/

10. 5- The benefits of delivering a great CX
Increased customer loyalty
Increased customer satisfaction
Better word-of-mouth marketing
Increased positive reviews
Increased recommendations
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3
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11. 6- What is a good CX
 Good CX can be achieved if you:
Listening to your customer
Use customer feedback
Analyze the feedback regularly
Reduce friction and solve your
customers’ specific problem
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12. 7- The difference between CX & CS 12
CS
One part of CX
Refers to specific touch point within
the experience where a customer
request and receive help
e.g.
•Calling an operator to request ----
•Interacting via email
CX
Larger than CS
Includes every touch-point a customer
ever has with your company
e.g.
• First hear about you
• Appears in search in Google
• Time the customer calls your CS team

13. Bad CX is primarily caused by:
Long wait times
Employees who do not understand customer needs
Unresolved issues/questions
Too much automation/not enough of a human touch
Service that is not personalized
Rude/angry employees
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14. Why you should use customer feedback
as part of your CX strategy?
 Customer Feedback:
is information you collect from
your customers about their
experience with your product,
service, website or business as a
whole.
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15. 15
Improve CX
Target
If is not measured & analyzed:
Missing out on the opportunity to use it
to improve CX
Problem
by
Increasing +ve
touch points
Removing or
reducing areas
of friction

16. 8- The CX Cycle 16
Engage
Test
CheckBuy
Use
Support
Initial contact

17. 8- The CX Cycle 17
Engage
Test
CheckBuy
Use
Support
Every customer Involved
May occur with:
• Website
• Direct marketing material
• Media adv.
• Internet search result
Initial contact
• Depending on the product/service
• Critical prerequisite for moving to
next step
• Deeper exploration
• Customer Trying to validate to buy
• Payment is completed
• Logistic process (may occur)
• This process does impact the overall
experience of the customer.
• Easiest & most expected
(customer/company)
• Initial interaction with the new
product/service
• This phase will influence the
engagement of the support
phase
• Ensure that the customer. get help in
shortest time
• Interaction with customer. support team,
knowledge base, internet, ….
• Active Support: live conversation or chat
• Passive Support: listening to a podcast or
watching video

18. CX Models 18
Successful organization have ensured that all stages of
their CX cycle have clear alignment to their CX strategy.
A clear model for guiding CX is important
The main goal is to allow customers to realize their
expectations throughout the different phases.

19. CX Quality Framework & CX Cycle 19
CX Quality Framework
CultureSystemsPeopleProcess
CXCycle
Privacy policy3rd party website
Contact center
Phone system
Marketing
Channel partners
Direct marketing
Customer
communications
Engage
Privacy policyCo. website
Internet search engine
Social media
Contact center – phone sys
Sales team
Channel partners
CS
Sales Appointment
Trial registration
Test
Privacy policy
Point of Sale
guidelines
Co. website
3rd part sites – PayPal, etc.
Logistics tracking
Sales clerk
CS
Logistic team
Channel partners
Transaction
Product delivery
Buy
Privacy policy
End-user license
agreement (EULA)
Co. website
Learning sys
Social media
Technicians
Trainers
CS
Channel partners
Product set-up
Learning
Use
Voice of customer
program
Warranty Policies
Co. website
3rd party sites – YouTube
Contact center – phone
system
Technical support
CS
Training team
Channel partners
Product support
Product return
Support

20. CX Measurements 20
CX MeasurementKey Customer Moments
CESwebsite – complete info – clear,
simple “take action” processEngage
CXCycle
CESTrial – open to try product
before purchaseTest
NPS and CxiPayment – secure and easyBuy
NPS and CSatOut of box experience – easy
and works first timeUse
CXi and CSatCS interaction – getting to quick
resolutionSupport
Customer Effort Score (CES)
Net Promoter Score (NPS)
Customer Experience Index (CXi)
Customer Satisfaction Score (CSat)

21. CX Measurements 21
CX MeasurementCX Cycle
CESEngage & Test
NPSBuy & Use
CxiBuy & Support
CSatUse & Support
Customer Effort Score (CES)
Net Promoter Score (NPS)
Customer Experience Index (CXi)
Customer Satisfaction Score (CSat)

22. Building CX Strategy into the CX Cycle
Based on customer satisfaction
and building a long-term
relationship with the customer
For service-based products, this
phase is an important and
depends on the quality, which
may make the image of a
company in the minds of their
customers.
3- Post-transaction Phase
CS in this phase is
associated with
routine tasks
These phase need
coordination for entire
system to deliver
service/product to the
customer per desired
standard
2- Transaction Phase
Defining the service level
and related activities
Non-routine activities
Help to mold the
organization toward cut.
orientation and in turn
influence the perception
of the firm in the mind of
customer
1- Pre-transaction Phase
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23. Building CX Strategy into the CX Cycle 23
3- Post-transaction Phase2- Transaction Phase1- Pre-transaction Phase
a- Order status information
• In e-commerce, continuous feedback is
required during the shipment
b- Customer. complaints, claims and
returns
• The manufacturer normally evolves a
product return policy
c- Product installation, commissioning
and technical snags
• The after sales department involved in this
phase.
d- Customer. education and training
Complex product requires training
• Product manual
• Workshops
• Demonstrations
a- Order fulfillment reliability
• Reliability is to fulfill the order within the
agreed time and respect to the
quantity and quality.
b- Delivery consistency
• The consistency of delivery of repeat
orders.
• The problem in this phase may need
system improvement.
c- Order convenience
• Paperwork required by the supplier
• Complex payment terms
• Poor communication network
d- Order postponement
e- Product substitute
a- CS policy statement in written
form
• This will indicate the service
standards of the firm
• Performance measure, evaluation
method, reporting structure and
reward structure will be evolved
b- Organization building
• The firm should formalize the
porting structure, delegate
authority and allocate
responsibility.
c- Structuring the service
• Depends on customer
expectation, industry standard,
and the service standard the firm
would like to keep.

24. 9- Ways to Communicate your Customer
Customer
In-Person
Email
Phone
Video
Presents
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• Oldest medium
• Speaking to the customer directly and
looking them in the eyes
• Read the customers’ body language
• These interactions eliminate any
misunderstanding that can arise in
other forms of communication.
• Customer are increasingly
consuming information via video
on YouTube
• The informal video often works
better than the more polished
version
• the most overlooked ways to
trigger positive customer
emotions
• the best presents are meaningful
and personalized
• The primary medium businesses
use to interact with customers
• Inexpensive & easy to track
• Very few people are checking
their email! But they are feel that
this way is personalized and
purposeful
• “Reach out and touch someone” &
“in person”
• 91% of people keep their phone less
than three feet away from their body
at all time.
• 90 min to respond to an email
• 90 sec to respond a text message

25. Getting start your CX strategy
CX (begin)
Identified the
key touch
points in their
journey
Identified
your ideal
customers
Collected
customer
feedback
and insights
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• Who would get the most value
from your product/service
• They are the backbone of your
customer base
• To find them:
Lunching a simple on-page
survey and ask your website
visitors (who they are, what
they do, how use your
product)
There are certain touchpoints are
important even if your customer do not
mention
• Point of sale
• New customer onboarding
• Lost deals
• Customer renewals
• Customer cancellations
• 1st time website visits
• Product returns
• Closed support tickets (20 min after)
• To collect feedback:
Run customer experience
surveys
Explore your web analytics
data
Hiring mystery shoppers

26. 10- Measuring CX
 CX survey:
• Is a questionnaire designed to help a
business capture customers’ thoughts
and feelings about its brand, products,
or service.
• Help you gather data at specific touch
points.
• Will help you improve the experience for
both your current and future customers.
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27. Lunching a CX survey in 4 steps 27
Determine
what you want
to study
Pick the right
survey
Decide which
types of
questions to
ask
Build and send
your survey

28. Step1: Determine what you want to study 28
 Pick one touch point you want to study
Pre-sale
•Information is
enough to make a
purchase?
•Is anything stopping
them to take a
decision?
Post-sale
•Are they happy
with the product?
•Ordering process
was easy?
•Would they change
something?
•Would they
recommend you to
a friend?
Following a
support call
•Did you solve their
problem?
•How easy was it to
find a solution?
•How does that
affect their opinion
of your
product/service?
Downgrading,
canceling or
returning an
item
•Are they unhappy
with the
product/service?
•If so, why?

29. Step2: Pick the right survey 29
 Five of the most effective surveys you can get
Customer
satisfaction
(CSAT) score
Simple questions (yes/no & sad/happy face)
Tracking CSAT is very useful, as a sudden drop
can quickly alert you to check
Net Promoter
Score (NPS)
Asks how likely someone is, on scale of 0-10
It allows you to ask “why” follow up questions.
NPS is the strongest predictor of a company’s
future growth.
Customer Effort
Score (CES)
Measure the effort it takes for customer
to do things like fixing a problem or using
the product.
Point-of-conversion
survey
Is sent out after customers reach a very specific
milestone and complete a purchase on your site.
Buying experience scale (1 “hate it” – 5 “loved it”
Retention Survey
Investigates why customers are canceling a service or
returning an item
Investigate the main reasons people decided to leave
your company or product
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30. The Most Effective Surveys You Can Get for CX
How to Use
Survey Where to askWhen to use itWho to ask
on-page survey or
via email
following any website
interaction you want to
evaluate
anyone
Customer satisfaction
(CSAT) score
can send via emailwait until customers use
your product/service
paying customers
(had some time with
your product)
Net Promoter Score
(NPS)
on page survey or
via email
20-30 min after a support
call
customer attempting
to achieve a goal on
your website
Customer Effort Score
(CES)
on-page surveyimmediately following the
sale
customersPoint-of-conversion
survey
on-page surveyduring the cancelation or
return process
clients who are
canceling
service/return an item
Retention Survey
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31. Step3: Decide which types of questions to ask 31
 Questions does not chosen at random
 Each type of questions serves a specific purpose and has advantages & disadvantages
Open-ended questions
Multiple-choice questions
Rating scale questions (ordinal questions)
Binary scale questions
Nominal questions
Likert scale questions
Semantic differential questions
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5
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32. 32• Offer a range of answers that
correspond to a numeric scale
• e.g. a scale of 1-5
(1: not easy at all, 5: very easy)
• Two possibilities (yes/no or happy face/sad face)
• Less ambiguous than a rating scale
• Specify separate categories for answers
• Answers don’t overlap unless there is an “all of
the above” option.
• No numeric value in answer
• 5 or 7 point scale used to evaluate customer
sentiment (1: extreme +ve, 7: opposite extreme
and 4 indicates a more moderate view)
• Like Likert scale questions (use 5 or 7 point scale)
• Do not ask agree or disagree as in Likert (ask to
choose the point that best describes their position)
Rating scale
(ordinal)
Binary scale
Nominal
Likert scale
Semantic
differential
• Customers can write
anything they want
• The data is more
challenging to
analyze
• Limited no of
possible answers
• Easy to analyze
Questions
Types
MCQ
Open-
ended

33. Step4: Build and send your survey 33
 Regardless of your tool of choice, always keep the following three tips in mind:
Three
Tips
1- Start
small
2- Pick an
ideal time to
distribute your
survey
3- Evaluate
your data
Do not set up all surveys at
once
• Start small
• See how it goes
• If certain questions do
not work
(replace/remove them)
• Learn from your mistakes
& improve with the next
round
• 20-30 min after the
interaction, which gives
the customer enough time
to check the
service/product
• When your sample size is
large enough
• Use a sample size calculator
to figure out how many data
points you need to achieve
statistical significance

34. 11- Analyzing CX
• Once all the data points are in
your hand, it is important to
address:
 Micro-level (individual complaint)
• Issue from an employee (need training)
• Issue form company policy (manager can
explain/explore other alternatives)
 Macro-level (company process,
policies, product issue, …)
• Take a look at the big picture and identify
where in the customer journey, the largest
complaints occur from your ideal
customers
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35. 11- Analyzing CX
• 2 factors to keep improvement:
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How serious is the issue? Does it
keep people from converting?
Or is it a minor annoyance?
How common is the
experience? Does it affect
4% of your users? Or 40%?
Serious Problems:
• Changing company policies
• Training staff
• Designing company website
• Rethinking about the processes

36. 11- Analyzing CX 36
• Regular CX analysis is vital because it tells
you whether your effort are paying off.
• If you notice a downward trend, you have
got to look deeper and identify the root
cause.

37. End
Q & A
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