The document discusses customer experience (CX) management and highlights the significance of customer-centric approaches and engagement metrics like Net Promoter Score (NPS). It emphasizes the need for a holistic view of customer interactions across multiple channels and the importance of data-driven strategies for improving CX. Additionally, it notes that a large percentage of brands struggle with understanding engagement while offering insights on effective feedback utilization.

1. CUSTOMER
EXPERIENCE
FOR
EXECUTIVES
TOPICS,
ISSUES,
AND
IDEAS
ON
HOW
TO
DO
CUSTOMER
EXPERIENCES
BETTER
–
FOR
EXECUTIVES

2. CX
STATS

3. us
target
acquire
support
retain
the death of the customer lifecycle is upon us

4. the birth of the community-powered continuum

5. company
centric
customer
centric
revenue
value
short
term
long
term
relaDonship
engagement
message
content
managed
expectaDons
known
expectaDons
proprietary
soluDon
ecosystem
interacDon
experience
customer-centric nomenclature

6. CUSTOMER
EXPERIENCE
DEFINED
• an
experience
is
defined
as
the
sum
total
of
conscious
events
• an
experience
is
defined
as
a
coordinated
series
of
interacDons
between
a
customer
and
a
brand
to
accomplish
anything
• an
experience
is
defined
by
the
customer,
for
the
customer,
at
each
touchpoint,
each
Dme.

7. CEM
vs
CX
Customer
Experience
Management
Customer
Experience

8. JUSTIFICATION
STATS

9. NPS
–
PROS
AND
CONS
• rally
the
troops
• benchmark
• easy
to
understand
(maybe)
• vanity
metric
• implied
causa<on
• people
–
well,
they
lie…
• “gameable”

10. HOW
TO
USE
NPS
WELL
1. follow
up
1. did
you
recommend
us?
2. did
they
contact
us?
3. did
they
buy?
4. how
does
it
compare?
2. correlate
–
beware
of
pirates
3. just
one
more
metric,
don’t
forget
more
important
ones
4. it
it
not
just
one
metric,
it’s
a
correlated-­‐to-­‐KPI-­‐metric
–
by
itself
is
worthless

11. data
knowledge
content
infrastructure
plaorm
so]ware
opDmizaDon
personalizaDon
automaDon
customer employee partner supplier
legacy
applicaDons
legacy
databases
legacy
SaaS
and
internet
legacy
analy2cs
cloud
informaDon
experience
public
mobile
laptop
/
desktop
IoT
interfaces
business (digital) transformation paradigm shift

12. 75%
of
brands
don’t
know
what
engagement
is
–
but
are
measuring
“it”
knowledge
*
trust
Dme
e
=
engagement as an outcome, not a goal

13. RETENTION
STATS

14. CUSTOMER
JOURNEY
MAPPING

15. ANTICIPATED
JOURNEYS

16. SINGLE,
MULTI,
CROSS,
OMNI?
S
M
W
E
P
C
S
–
SMS,
W
–
Web,
E
–
Email,
C
–
Chat,
P
–
Phone,
M-­‐
Social
Media,
D
–
Data,
K-­‐
Knowledge
1980
1995
2010
S
W E
C
P
M
R
K
D
R
K
D
R
K
D
R
K
D
R
K
D
R
K
D
W
M
S
E
P
C
D
K
R
silo
single
channel
semi-­‐integrated
mul<-­‐channel
integrated
cross-­‐channel
D
K
R
UC

17. OMNI
IS
NOT
POSSIBLE
• misses
one
component,
are
you
stupid?
– single,
combined,
all-­‐encompassing
data
model
• may
close
gap
between
expectaDons,
delivery
• needs
to
be
– based
on
intent,
– based
on
previous
and
predicted
interacDons
– keeping
them
together
as
one,
– play
equally
across
all
channels
• technology,
desire,
need
exist

18. CLOSING
STATS
• feedback
mamers
– best
in
class
CX–
70%
use
feedback
– industry
average
–
50%
use
feedback
– laggards
–
29%
use
feedback
• informaDon
mamers
– 56%
of
customers
just
want
the
right
answer
– 64%
don’t
trust
the
informaDon
– 44%
confirm
they
got
the
the
wrong
answer