1. 1
CX Blueprint:
Designing a Holistic CX Model
from Strategy to Implementation
Customer Experience Management
Middle East Summit
Dubai, UAE
September 22nd , 2014
Mohamad A. El-Hinnawi
3. 3Source: Peppers & Rogers Group
… especially with the power of Digital Customers
Drivers of commitment to customer experience
4. 4
Front Porch Theory
Reference: The Front Porch Theory – Cam Cornelius (https://www.linkedin.com/pulse/article/20140414215839-33120216-
the-front-porch-theory)
5. 5
Indifferent
Customers who are
not attached to a
certain brand and can
easily switch to a
different brand based
on need, price, etc..
Satisfied
Customers who are
currently happy with
your offerings. Those
customers do not
have emotional bond
with your band and
may switch based on
value.
Loyal
Customers who are
loyal to your brand
and are able to be
up-sold or cross-sold.
Though they are loyal,
they are inactive in
terms of promoting the
brand.
Advocates
Highly engaged
customers that are
emotionally attached
to the brand and are
highly active in terms
of recommending it.
CustomerTypes
Customer Experience LevelNeutral/Passive Positive/Active
Customer Experience aims at moving customers
from being “Indifferent” to being “Advocates”
6. 6
Advocates
Highly engaged
customers that are
emotionally attached to
the brand and are highly
active in terms of
recommending it.
5.2 times more likely to purchase
more from a company
5.8 times more likely to forgive a
company if it makes a mistake
Source: The State of Customer Experience – Temkin Group
Brand Advocates
7. 7
Large number of disconnected tools,
technologies and Application
Lack of coordination across channels
to ensure consistency
Lack of customers driven measures to
understand real satisfaction
Lack of complete view of Customer to
better understand needs
Silos in the company
Organizational obstacles facing CEM…
13. 13
CX Blueprint: Dimensions - Governance
Dimensions Description
Strategy Design
Culture
Governance
Voice of
Customers
Understanding
Executive Board
CEM Center of Excellence
Decision
Design,
Planning&
Coordination
Execution
Marketing Sales Customer Care
HR …. IT
14. 14
CX Blueprint: Dimensions - VoC
Dimensions Description
Strategy Design
Culture
Governance
Voice of
Customers
Understanding
Executive Board
Monthly
CSAT
Transacti
onal
USSD Website
Email &
SMS
OVS NPS WoMI CES NTS
Stage
1
Tx 1
Stage
2
Stage
x
Tx 2
Tx 1
Tx 2
Tx 1
Tx 2
F2F
Call
Center
Social
Media
Mobile
App
Web &
Email
15. 15
CX Blueprint: Dimensions - Understanding
Dimensions Description
Strategy Design
Culture
Governance
Voice of
Customers
Understanding
Demographics Attitude/Personality
Usage
Behavior
Interests &
Hobbies
Gender, age
group, social
class
Competent,
Steady,
Director,
Influencer
Sports, Music,
Movies,
Shopping,
etc..
Trendy,
Conservative,
High Value,
Below 0
Understanding Customers needs and expectations, by
surveying and observation and then building Customer
Advocacy
PERSONAS
23. 23
CX Blueprint: Transformation Stages - Measure
Transformation Stages Description
Identify
1
Visualize
2
Measure
3
Analyze
4
Recomme
nd
5
Train
6
Transform
7
The flow of Voice of Customer within the organization is an
iterative process based on Qualitative and Quantitative
research on both Relational and Transactional basis
25. 25
CX Blueprint: Transformation Stages - Recommend
Transformation Stages Description
Identify
1
Visualize
2
Measure
3
Analyze
4
Recomme
nd
5
Train
6
Transform
7
Drive recommendations based on:
• Root cause analysis
• Internal stakeholders/functional owners feedback
• Long-term positive business cases (considering LTV)
Customer is King & Cash is King
26. 26
CX Blueprint: Transformation Stages - Train
Transformation Stages Description
Identify
1
Visualize
2
Measure
3
Analyze
4
Recomme
nd
5
Train
6
Transform
7
Continuous engagement of employees is needed:
• Start early on by making CEM orientation part of the
hiring process
• Hold employee on boarding sessions covering the
importance and structure of CEM within the organization
• Hold continuous awareness sessions for current
employees
• Distribute weekly periodicals covering CEM
27. 27
CX Blueprint: Transformation Stages - Transform
Transformation Stages Description
Identify
1
Visualize
2
Measure
3
Analyze
4
Recomme
nd
5
Train
6
Transform
7
Program
1
Program
2
…….
Program
15
Map different
initiatives
Into different
programs
Execute and
control
31. 31
Silent Customers
A silent customer is a dangerous
customer. You don’t know what
they’re thinking. Be Proactive and
ask.
-Shep Hyken
32. 32
Customers in the Blind Spot
http://www.fortheinjured.com/blind-spot-accident.html#top
33. 33
Customers in the Blind Spot
Statistics from the National Highway
Traffic Safety Administration show that
nearly 840,000 blind spot accidents
occur each year in the United States
resulting in 300 fatalities
http://www.fortheinjured.com/blind-spot-accident.html#top
34. 34
Customers in the Blind Spot
According to Financial Training
Services, 96% of unhappy
customers don’t complain,
however 91% of those will simply
leave and never come back
35. 35
Moments of Truth and Coffee Stains…
Moments of Truth are moments in the
Customer journey with highest impact
on CX
Keeping focus on Moments of Truth
while picturing their ideal state helps
optimize impact on CX
Failing to satisfy customers’ moments of
truth may result in long term negative
perception => Coffee Stains
