Pranav Kumar, a customer experience consultant with 24 years in the pharma industry, discusses enhancing startup success through customer experience (CX) strategies via his company, Praakamya. The document outlines the importance of CX in building customer loyalty and profitability, detailing methodologies like customer journey mapping and key performance indicators to track CX initiatives. It emphasizes adopting a customer-centric culture to improve engagement and satisfaction across various industries.

1. Speed up your Start-UP
Success with CX
@pranavCX
www.praakamya.com
www.customercentricity.in
Pranav Kumar
May 25, 2019

2. Let’s Introduce our self
I am .....
a soul, seeking self realisation in all my activity
and efforts mindfully.
My Persona:
Customer Experience consultant with 24 years of
experience in pharma industry in sales, marketing,
innovation projects, growth ideas development and
execution, and customer experience.
My wife is M Sc. but chose to be home maker.
Son is doing automobile engineering and daughter is a
school student. I am a family person.
I love Indian mythology, story telling, photography.
My mission is Spreading Smiles.
My Company:
Praakamya founded by me just 6 months back.
Consults businesses on leveraging customer
experience (CX) to create sustainable flow of
customers and improve profitability.
www.praakamya.com

3. What are your top 3 hurdles in speeding up your start-up Success?

4. What do you mean when you hear CX or customer experience?

5. Remembering you on your Jayanti
WORLD CUSTOMER EXPERIENCE DAY

6. Welcome to the ‘new’ Economy
B. Joseph Pine II & James H. Gilmore
1998
July- August 2018

7. Economic Distinction
B. Joseph Pine II & James H. Gilmore

8. Is it really arrived?

9. CostBenefitofTransitiontoCustomerCentric
OrganisationStructure
37 Fortune 500 companies

10. What is customer experience (#CX)?
Customer Experience Professionals Association (CXPA) defines
customer experience as “The sum of all interactions across all
channels, shaped by an organization’s culture. This culture is
created by front-end and back-end processes and experiences
that ultimately influence customer perceptions. These
perceptions either strengthen or detract from our relationship
with our customers and our brand consideration in the
market.”

11. Twitter @Pran_v

12. The ROI of customer experience (CX)
Customer experience pays through a combination of customer retention,
increased purchases from existing customers, and referrals to new
customers.
Companies with loyal customers grow more profitably through their
existing customer base.
Consulting company Bain found that increasing customer loyalty by 5%
leads to a profitability growth of 25-90%

13. Whatvaluesdocustomer
wantmoreandHAPPYtopay
morefor

14. PwC Survey 2017-18

15. The six disciplines of customer experience as defined by the CXPA
CX Strategy
Customer-Centric
Culture
VOC Customer
Insight &
Understanding
Experience Design
Improvement &
Innovation
Metrics &
Measurement and
ROI
Organizational
Adoption &
Accountability

16. What is your company’s self evaluated
CX Score out of 100?
www.bit.ly/CXdignosis

18. Make Customer Journey Map of your 1 business

19. 19
The Customer Experience Journey Mapping Process (CXJM)
Evaluate
Prioritize focus
Define Needs
Read-out
Explore
Identify Resources & Partners
Identify Direct and Indirect Activities
Describe the Desired Future State
Design New Engagement
Brainstorm Crazy & Initial Ideas
Identify Resources & Partners, and
Engagement Ideas
Develop Customer Experience
Hypothesis Statement
U U M
Create the Initial Map
Empathize with Persona
Highlight Influencers & Trends
Identify Attitudes & Emotions
What is that
thing? It looks
like something
that swallows
you up and
hurts kids!
Wow! This is
really fun, I like
coming here
Moments that Matter
USEFUL
Have the
pictures
taken that
Mom wants
USABLE
In a non-
invasive and
comfortable
way
MEANINGFUL
Reducing her
fear so she
can play at
home with
friends
“We focused here, because”
BEHAVIOUR ATTITUDE NEEDS ATTITUDE BEHAVIOUR RESULTS
DIRECT
Nurse escorts
Sofia towards
the MRI
machine
The MRI looks
and acts like
something else
familiar
ACTIVITIES
Direct and
indirect
actions
executed
RESOURCES
People,
technology,
and physical
things
ENGAGE
The business
or their
partners
Map Behaviours
Trends
Accelerators & Inhibitors
Re le va nt to Target Pe rsona Re le vant to Busines s
High
Low
Relevance
Tr end Symbols:
= I n cre as i ng o v e r tim e
= I n hi b ito r
= D e c re a s in g o v er t im e
F-0 2 T ren ds > E N V1. 0
Influencer Map
Persona
F- 10 Infl uen ce r M ap > EN V3 .0
Trends to Consider
Accelerators & Inhibitors
F-0 2 T ren ds to C on s id er > EN V1 .0
RESOURCES
Patient Chart,
MRI,Nurse,
Technician
PARTNERS
GE; Hospital
Donors and
Patrons
INDIRECT
Nurse receives
order to sedate
patient located
in the MRI
room

20. 20
Evaluate
Prioritize focus
Define Needs
Read-out
Explore
Identify Resources & Partners
Identify Direct and Indirect Activities
Describe the Desired Future State
Design New Engagement
Brainstorm Crazy & Initial Ideas
Identify Resources & Partners, and
Engagement Ideas
Develop Customer Experience
Hypothesis Statement
U U M
Create the Initial Map
Empathize with Persona
Highlight Influencers & Trends
Identify Attitudes & Emotions
What is that
thing? It looks
like something
that swallows
you up and
hurts kids!
Wow! This is
really fun, I like
coming here
Moments that Matter
USEFUL
Have the
pictures
taken that
Mom wants
USABLE
In a non-
invasive and
comfortable
way
MEANINGFUL
Reducing her
fear so she
can play at
home with
friends
“We focused here, because”
BEHAVIOUR ATTITUDE NEEDS ATTITUDE BEHAVIOUR RESULTS
DIRECT
Nurse escorts
Sofia towards
the MRI
machine
The MRI looks
and acts like
something else
familiar
ACTIVITIES
Direct and
indirect
actions
executed
RESOURCES
People,
technology,
and physical
things
ENGAGE
The business
or their
partners
Map Behaviours
Trends
Accelerators & Inhibitors
Re le va nt to Target Pe rsona Re le vant to Busines s
High
Low
Relevance
Tr end Symbols:
= I n cre as i ng o v e r tim e
= I n hi b ito r
= D e c re a s in g o v er t im e
F-0 2 T ren ds > E N V1. 0
Influencer Map
Persona
F- 10 Infl uen ce r M ap > EN V3 .0
Trends to Consider
Accelerators & Inhibitors
F-0 2 T ren ds to C on s id er > EN V1 .0
RESOURCES
Patient Chart,
MRI,Nurse,
Technician
PARTNERS
GE; Hospital
Donors and
Patrons
INDIRECT
Nurse receives
order to sedate
patient located
in the MRI
room
The Customer Experience Journey Mapping Process (CXJM)

21. Sympathy is feeling compassion, sorrow, or pity for the hardships that
another person encounters, while empathy is putting yourself in the shoes of
another in order to understand the emotions, ideas, or opinions of that
person.
Developing Empathy with your Persona

22. 22
Introducing Sofia
Demographics&
Financial Status
Goals& Aspirations
Pictures
Representative ‘Voice ofthe Customer’Snippets Current Value
Digital Habits Segment
Lifestyle,
Interests, &
Personality
Relationship & History
with Brand
Persona
80% of Sofia
patients require
sedation,
impacting
staffing &
utilization rates
The Clinic’s
success rate with
pediatric patients
ranks in the
bottom half
when compared
against peers
Sofia represents
13% of all
pediatric patients
utilizing MRI
machines
Not a frequent
user of hospital
or clinic services.
Doesn’t present
with a life
threatening or
critical condition.
In relatively good
health
Pediatric patient
Sofia’s parents
use supplemental
private health
and wellness
insurance which
covers Sofia
• 6 ½ years old
• Lives in mid-
sized city near
the center
• Attends
elementary
school
Sofia was referred
to the clinic by the
family doctor after
Sofia suffered a
nasty fall at the
playground
Sofia is not a
frequent user of the
hospital or clinic
services.
Sofia hopes to
return soon to the
playground and re-
join her friends
playing games and
having fun
Sofia enjoys
hiking and
camping with
friends and
family
Sofia Hates
broccoli;
loves pineapple
pizza.
She lost her first
tooth in June
Sofia is allowed
an hour of
“screen time” per
day to read
books, play
games,or watch
videos
Sofia listens to an
online streaming
music service
where she can
access her
favorite songs
Sofia interacts
with her home’s
voice assistant to
ask questions (“Is
the Moon made
of cheese?”)
I know mom and our doctor want the MRI
pictures “just to be safe”, so I guess I have to
do this. I just want to get this over as quickly as
possible so I can return home to my friends
and stuffedanimals.

23. 23
Three Aspects of Human Need
It allows me to…
Take some action...
• With something...
• With someone...
• At a specific time...
• At a specific location...
• Etc...
Useful
Need
[WHAT]
Usable
Need
[HOW]
In a specific way…
How it allows this...
• Quick & simple...
• Personal & relevant...
• Amusing & helpful...
• Dense & Sophisticated...
• Etc...
Meaningful
Need
[WHY]
In order to …
Achieve something...
• Reduce a negative emotion or risk...
• Increase a positive emotion or opportunity...
• Support an aspirational goal or value...
• Etc...

24. 24
Introducing the Influencer Map
The who or what that have the ability to influence the
attitudes and behaviours of the Persona during their
Journey.
INFORMATION
1. Persona =
2. Categories =
3. Influencers =
4. Closer to the center = Greater the influence
Influencer Map
Persona
F-10 Influencer Map > EN V3.0

25. 25
Sofia is on a Journey to fulfill her Needs
The Customer Lifecycle

26. 26
ACQUIRE UTILIZE
The Acquire Cycle & The Utilize Cycle
The two sides of the Customer Lifecycle

27. 27
Across Industries
PLAN TAKE
DIAGNOS
E
TREAT
ENROLL ATTEND
DISCOVE
R
DEVELO
P
ACQUIRE UTILIZE
Tourist
Lifecycle
Patient
Lifecycle
Student
Lifecycle
Employee Lifecycle
Consumer
Lifecycle

28. 28
ACQUIRE UTILIZE
1
AWARENESS
The need the
customer wants to
fulfill
2
OPTIONS
Different ways the
need(s) could be
fulfilled
3
CONSIDER
The factors that eliminate
options and narrow scope
4
DECIDE
The option that
makes the most
sense?
5
RESEARCH
Understanding the
details about the
decision
6
COMPARE
Using criteria
for selecting
7
SELECT
Choosing what to buy,
from whom, and from
where
8
BUY
Executing the
purchase
process
9
ACCESSS
Starting the process
of using the
product/service
10
FIRST TIME
USEAGE
Initially using the
product/service
11
MAINTAIN
Continuing to
receive value from
the product/service
12
DELAYED or
ONGOING COSTS
One-time or continual
payment for the
product/service
13
REPAIR or
REPLACE
Solving the
issue(s) that keep
value from being
received
14
UPGRADE &
ACCESSORIZE
Adding incremental
value to the
purchase
15
ONGOING
USEAGE
The day to day
value of using the
product/service
16
DISPOSAL & RENEWAL
Transitioning to a new
product/service
Steps along the Customer Lifecycle

29. 29
ACQUIRE UTILIZE
1
AWARENESS
The need the
customer wants to
fulfill
2
OPTIONS
Different ways the
need(s) could be
fulfilled
3
CONSIDER
The factors that eliminate
options and narrow scope
4
DECIDE
The option that
makes the most
sense?
5
RESEARCH
Understanding the
details about the
decision
6
COMPARE
Using criteria
for selecting
7
SELECT
Choosing what to buy,
from whom, and from
where
8
BUY
Executing the
purchase
process
9
ACCESSS
Starting the process
of using the
product/service
10
FIRST TIME
USEAGE
Initially using the
product/service
11
MAINTAIN
Continuing to
receive value from
the product/service
12
DELAYED or
ONGOING COSTS
One-time or continual
payment for the
product/service
13
REPAIR or
REPLACE
Solving the
issue(s) that keep
value from being
received
14
UPGRADE &
ACCESSORIZE
Adding incremental
value to the
purchase
15
ONGOING
USEAGE
The day to day
value of using the
product/service
16
DISPOSAL & RENEWAL
Transitioning to a new
product/service
Steps have multiple, detailed Moments

30. 30
How we think about Interactions & Engagements
ENGAGEMENT
S
Interactions
along the
journey
BEHAVIOUR
S
what I do in
pursuit of my
needs
ACTIVITIES
processes,
methods,
tasks
The two halves
of an
Engagement
Customer Behaviour
or Customer “Activity”
Business
“Behaviour”
or Direct Activity
BLUE GREEN
PURPL
E

31. Customer Journey Map

32. Customer Journey Map Template

33. Customer Journey Map:
USER GOAL: A great customer journey map shows your customer’s goals at each stage of the process.
Your customer goals should be laid out clearly, because you can only accomplish your goals if your
customers complete theirs.
TOUCH POINTS:Touch point is a point of interaction between your company and customer involving a
specific human need in a specific time and place. Each touch point is an opportunity to strengthen the
relationship with your customer.
Process: Describe interaction in the everyday language customers use – put it in their own actual words
where possible
Problem: What pain points and service barriers exist on each stage?
Process & Channels : Visualize customer's pass through different channels on each stage
Experience: Emotional journey. How does your customer feel?
Idea & Opportunity: Is there any potential to improve customer experience on each stage and remove
service barriers?
Channel: Channel is a medium of interaction with customers – where touch points occur.
User Expectation: What are (potential) expectations towards the service and/or service provider? Most
expectations base on customer previous experiences (with your competitors or related services) and on
word of mouth.
Think & Feel: What do your customers think about your service? How they feel about each specific step of
interaction?
Photo & Video : Got a video from user testing session? Or something else useful? Add it to your map!

34. Mapping Customer Journey of your Customer: Using tool

35. 16 key performance indicators (KPIs) CX professionals
should be tracking to prove the ROI of customer experience
(CX) initiatives
1. Customer Lifetime Value (CLV)
2. Customer Acquisition Cost (CAC)
3. Up-Sell and Cross-Sell Rate
4. Conversion Rate
5. Average Order Value (AOV)
6. Average Revenue per Customer (ARPC)
7. Net Promoter Score (NPS)
8. Customer Churn Rate
9. Customer Retention Rate
10. Customer Effort Score (CES)
11. Customer Satisfaction (CSAT)
12. Net Emotion Score (NES)
13. Problem Resolution Time (PRT)
14. First Response Time (FRT)
15. Cost per Interaction / Activity
16. First Contact Resolution (FCR)
Twitter @Pran_v

36. Net Promoter Score
-100
10
Write a fortune-cookie sized bit of
information here. Are the results
good?
PromotersPassivesDetractors
NPS
+100
10
9
8
7
6
5
4
3
2
1

37. Net Promoter Score
0 1 2 3 4 5 6 7 8 9 10
How likely are you to recommend to a colleague or friend?
DETRACTORS PASSIVES PROMOTERS
Extremely
likely
Neutral
Not at
all likely
NPS
% of Promoters
(9s and 10s)
% of Detractors
(0 through 6)= -

38. I’d recommended you to
heartbeat
I’d consider recommending
you
I’m not likely to
recommended you
For each cohort of customers, and for each
marketing channel you should have a unique
NPS score. Ideally, across time the NPS of
each cohort should increase as new “magical”
features are added to the product.
Make sure that the members in each cohort is
substantial such that the NPS score
difference is statistically significant.
Net Promoter Score
I’d never recommend you
How likely are you to recommend us?

39. +34
Net Promoter Score
Net Promoter Score ™
Current Net Promoter for this cohort: +34
This is calculated as follows:
Promotes % - Detractors %
Promoters (gold) (xx%)
Passives (green) (xx%)
Detractors (red & yellow) (xx%)
+100-100
It should be seen in comparison with NPS of bench mark companies

40. Thank You
www.customercentricity.in
Twitter @PranavCX