Analyze Customer Experience Matrix Data to Improve Retention and Revenue

Copyright 2015 ClientXClient LLC. www.clientxclient.com. 908.350.3012 Share & Enhance & Share 1
The CxC Customer Experience Matrix Combines Customer & Business
Perspectives, Cost, Processes for Strategic and Tactical Planning,
Execution and Measurement

Visualize
Prioritize
Analyze
Monetize
Optimize
$0.12 $0.12
$0.12
$0.12 $0.12
$0.12
$0.12
$0.12
$0.12
IF? $0.12
2xa
NOT ELSE
$9.12
If ?
?
THEN
NOT NOT
HERE
NOT MORE
HERE
HERE
KEEP
NOT
$ +$$$
$0.12
$$$ $$$
$$$
-$$
$0.12
-$$
Value
Difficulty
Not to scale. Value of Prioritize and
Optimize have demonstrated 30% to
240,000% returns
Find out more
in book @ Amazon
Or just call me
Michael R Hoffman
908.350.3012
30-240,000% ROI*

What is the CxC Matrix?
A Customer Strategy Tool used to
Visualize, Monetize, Analyze and
Optimize our customer’s
experience.

Program
Order
Step
Transaction
Disposition
Channel
/System
Audience
Case
Destination
- Program/Order
- Step/Trans
- Channel/System
- Audience
Destination
- Program/Order
- Step/Trans
- Channel/System
- Audience
Destination
- Program/Order
- Step/Trans
- Channel/System
- Audience
CxC Matrix Digitizes The Entire
Customer Experience
Sample Data for Message Container
Sample Data
Design

purchase type program and shipment - e.g., Intro, 2nd shipment, Catalog
order
event CEM task and subtype - e.g. place order / welcome email; customer service / cancellation
channel - system system (or channel) in which event takes place - e.g. Continuity, Customer Service, outbound email
result primary outcome of event - e.g. order accepted, credit card rejected, shipment
returned
result % (of input) % of customers in this event receiving this outcome
segments segments into which customers in this event & result are divided (for differential treatment)
segment % (of result) % of customers in this result in this segment
objectives CEM objectives for customers in this event / result / segment [not needed for processsing; could be useful for
reporting)
treatments marketing treatments applied to customers in the event/result/segment - e.g. make upsell offer
treatment % (of segment) % of customers in this event/result/segment receiving this treatment
treatment cost/value net value of executing this treatment (average across all customers who receive it; may track cost and revenue
separately)
treatment LTV impact incremental LTV impact of executing this treatment (average across all customers - if can determine)
segment future LTV future LTV of customers in this event/result/segment/treatment (average for all customers)
next event next CEM task and subtask for customers in this event/result/segment/treatment
next event channel-system channel - system for next CEM task and subtask for customers in this event/result/segment/treatment
next event % (of treatment) % of customers proceeding to next CEM task and subtask - e.g. % accepting upsell offer
net % (of input) net percent of input customers moving to this next event (result% x segment% x treatment% x next
event%)
next event time delay
(weeks)
number of weeks (or other time period) before next event
occurs
Customer Experience
Sample Data for Message Container

CEM Flow - CV Intro
All Channel-
Systems
Combined
Awareness
Information
Identification
Selection
Negotiation
Contract
Logistics
Delivery
Acceptance
Collection
Use
Care&Support
Repair
Community
Indirect
CV-In CV-In CV-In CV-In CV-In CV-In CV-In
CV-1
(next shipment)
Customer Experience
Step 1. Visualize

Steps for Membership: Intro, Ship 1, Ship 2
Event Event Event Event Event Event Seg/TrtResult Result Next Next Next Next Next Next Next
InputInput Input Input Input Input
Segme
nt Disp Disp DestDest Dest Dest Dest Dest Dest Input Dest Dest Qty Dest Dest Dest Total Dest Total
ProgOrder Trans
ChanS
ys Trans# Chan# Group ProgOrder Trans
ChanS
ys Trans# Chan# Timing Qty % Revenue Cost Profit Profit LTV LTV
(months)
1 - receive CV offer CVIn Sele Web 4 3all Order A CVIn Nego Web 5 3 0 1000 100% 1000 $ - $ 0.20 $ (0.20) $ (200) $ 13.00 13000
" CVIn Sele Email 4 1all Order A CVIn Nego Web 5 3 0 500 100% 500 $ - $ 0.20 $ (0.20) $ (100) $ 13.00 6500
" CVIn Sele O/B TM 4 24all Order A CVIn Nego
O/B
TM 5 24 0 2000 100% 2000 $ - $ 1.00 $ (1.00)
$ (2,000)
$ 13.00 26000
" CVIn Sele DR TV 4 10all Order A CVIn Nego I/B TM 5 22 0 2500 100% 2500 $ - $ 2.00 $ (2.00) $ (5,000) $ 13.00 32500
" CVIn Sele Mail 4 23all Order A CVIn Nego Cont 5 25 0 5000 100% 5000 $ - $ 1.50 $ (1.50) $ (7,500) $ 13.00 65000
" CVIn Sele all 4 0all
No-
Resp Ar CVIn Inform MDB 2 20 0 200000 100% 200000 $ - $ 0.10 $ (0.10) $ (20,000) $ - 0
" CVIn Sele Email 4 1all DNC A CVIn Inform MDB 2 20 0 100 100% 100 $ - $ 0.10 $ (0.10) $ (10) $ - 0
" CVIn Sele O/B TM 4 24all DNC A CVIn Inform MDB 2 20 0 200 100% 200 $ - $ 0.10 $ (0.10) $ (20) $ - 0
" CVIn Sele Mail 4 23all DNC A CVIn Inform MDB 2 20 0 200 100% 200 $ - $ 0.10 $ (0.10) $ (20) $ - 0
2 - place CV order CVIn Nego Web 5 3all Accept A CVIn Deliv Cont 8 25 0 1500 50% 750 $ - $ 2.00 $ (2.00) $ (1,500) $ 22.00 16500
" CVIn Nego O/B TM 5 24all Accept A CVIn Deliv Cont 8 25 0 2000 55% 1100 $ - $ 2.00 $ (2.00) $ (2,200) $ 22.00 24200
" CVIn Nego I/B TM 5 22all Accept A CVIn Deliv Cont 8 25 0 2500 60% 1500 $ - $ 2.00 $ (2.00) $ (3,000) $ 22.00 33000
" CVIn Nego Cont 5 25all Accept A CVIn Deliv Cont 8 25 0 5000 65% 3250 $ - $ 2.00 $ (2.00) $ (6,500) $ 22.00 71500
" CVIn Nego Web 5 3all Reject A CVIn Inform MDB 2 20 0 1500 20% 300 $ - $ 0.10 $ (0.10) $ (30) $ - 0
CVIn Nego O/B TM 5 24all Reject A CVIn Inform MDB 2 20 0 2000 15% 300 $ - $ 0.10 $ (0.10) $ (30) $ - 0
CVIn Nego I/B TM 5 22all Reject A CVIn Inform MDB 2 20 0 2500 15% 375 $ - $ 0.10 $ (0.10) $ (38) $ - 0
CVIn Nego Cont 5 25all Reject A CVIn Inform MDB 2 20 0 5000 30% 1500 $ - $ 0.10 $ (0.10) $ (150) $ - 0
" CVIn Nego all 5 0all Drop Ar CVIn Inform MDB 2 20 0 11000 [residual] 1925 $ - $ 0.10 $ (0.10) $ (193) $ - 0
3 - receive CV Intro CVIn Deliv Cont 8 25all Get Ar CVIn Coll Cont 10 25 1 6600 [residual] 5940 $ - $ 0.50 $ (0.50) $ (2,970) $ 15.00 89100
" CVIn Deliv Cont 8 25all Get Ar CVIn Use Cont 11 22 1 6600 [residual] 5940 $ - $ - $ - $ - $ - 0
" CVIn Deliv Cont 8 25all No-GetA CVIn Care Svc 12 27 1 6600 5% 330 $ - $ 1.00 $ (1.00) $ (330) $ 10.00 3300
" CVIn Deliv Cont 8 25all Undel A CVIn
?Deliv
? ?Cont? 8 25 1 6600 5% 330 $ - $ 1.50 $ (1.50) $ (495) $ 5.00 1650
" CVIn Deliv Cont 8 25all
Newslt
r Br NLIn Comm Email 14 1 1 6600 100% 6600 $ - $ 0.10 $ (0.10) $ (660) $ 8.00 52800
4 - pay for CV Intro CVIn Coll Cont 10 25all
No-
Pay A CVIn Coll Cont 10 25 1 5940 40% 2376 $ - $ 0.50 $ (0.50) $ (1,188) $ 5.00 11880
" CVIn Coll Cont 10 25all Pay Ar
----------------- [no additional transactions] -----------------
---- 5940 [residual] 3564 $ 20.00 $ 0.25 $ 19.75 $ 70,389 $ - 0
5 - consume CV Intro CVIn Use Cont 11 25all Return A CVIn Care Svc 12 27 0 5940 20% 1188 $ - $ 0.50 $ (0.50) $ (594) $ 5.00 5940
CVIn Use Cont 11 25all Use Ar CV2 Deliv Cont 8 25 0 5940 [residual] 4752 $ - $ 2.00 $ (2.00) $ (9,504) $ 30.00 142560
6 - receive CV ship 1 CV1 Deliv Cont 8 25all Get Ar CV2 Coll Cont 10 25 1 4752 [residual] 4514
" CV1 Deliv Cont 8 25all Get Ar CV2 Use Cont 11 22 1 4752 [residual] 4514
Customer Experience
Step 2. Monetize

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
Awareness
Information
Identification
Selection
Negotiation
Contract
Logistics
Delivery
Acceptance
Collection
Use
Care&Support
Repair
Community
Indirect
by Channel-System [revised row sequence]
Digital
1 Campaign Mgt-Email CV-In CV-In
2 Banner Ads CV-In
3 Website CV-In CV-In
4 3rdPty Email CV-In
5 Support Email
6 Click to Chat
Geography
10 Direct TV CV-In
11 Magazines CV-In
One-on-One
20 Marketing Database
21 Inserts - Campaign Mgt
22 Inbound Telemarketing 3rdP CV-In
23 Outbound Tele - Campaign Mgt CV-In CV-In
24 Direct Mail - Campaign Mgt CV-In
25 Membership (Order, Bill, Ship) CV-In CV-In CV-In CV-In CV-In
26 Catalog (Order, Bill, Ship)
27 Customer Service
Community
30 Newsletter
Store
41 In-store Promotions
42 Kiosks
43 Community Events
Third Party
51 Package Inserts
52 Affiliate Offers
CV-1
(next shipment)
Customer Experience
Step 3. Analyze

Intro place order
purchase
type
event channel -
system
result result %
(of input)
current
treatment
current
segmentation
next event potential segments segment %
(of result)
potential
objectives
potential treatments treatment %
(of segment)
treatment
cost/value
treatment
LTV impact
segment
future LTV
next purchase-event next event
channel-system
next event %
(of treatment)
net %
(of input)
next event time
delay (weeks)
segmentation data
place order Web - Website,
mail -
Continuity,
phone - agent
UDT, phone agt
- West etc.
order accepted
(credit card
authorized or
check received)
80% configure, enter,
send welcome
email, Kiss call
(test)
keycode/channel Intro - ship hi risk / hi value 20% retain configure, enter 100% $?? $?? $?? Intro - ship Continuity 100% 16% 2 keycode, order info,
product choice,
survey answers, Zip
model, acquired
demographics, Intro
Quit Model, pay
method, credit card
authorization results,
customer history, do-
not-call request
welcome email 100% $?? $?? $?? Intro - order - email email 100% 16% 1
switch to credit card 50% $?? $?? $?? Cust Svc - switch Cust Svc 25% 2% 0
make alternate offer 40% $?? $?? $?? Cata - ship Catalog 10% 1% 2
send info 30% $?? $?? $?? Intro - inform Mktg DB 100% 5% 1
send sample 25% $?? $?? $?? Intro - ship - sample Continuity 100% 4% 2
hi risk / low value 30% cut cost configure, enter 95% $?? $?? $?? Intro - ship Continuity 100% 23% 2
require confirmation 95% $?? $?? $?? (none) (none) 0% 0% 0
reject order 5% $?? $?? $?? (none) (none) 0% 0% 0
low risk / hi value 30% upsell, loyalty configure, enter 100% $?? $?? $?? Intro - ship Continuity 100% 24% 2
welcome email 100% $?? $?? $?? Intro - order - email email 100% 24% 1
upsell offer 40% $?? $?? $?? LE - ship Continuity 25% 2% 6
survey 60% $?? $?? $?? Intro - order - email email 50% 7% 1
MGM offer 30% $?? $?? $?? Intro - offer Mktg DB 5% 0% 1
send sample 10% $?? $?? $?? Intro - ship - sample Continuity 100% 2% 2
low risk / low value 20% 3rd party configure, enter 100% $?? $?? $?? Intro - ship Continuity 100% 16% 2
3rd party 30% $?? $?? $?? 3rd Party - ship (external) 20% 1% 4
check required 5% phone or letter
notification
none Intro - payment -
request check
hi value retain follow up if no check
after specified period
low value cut cost cancel if no check
credit card reject:
invalid card or
over limit
5% phone or letter
notification
request new card
hi value retain phone for new card
or check
low value cut cost email for new
card/check; add to
exclusion list
credit card reject:
stolen card
1% cancel none (update exclusion
list?)
(all) cut cost exclusion list
prev buyer reject 3% phone or letter
notification
none (none?) good history sell catalog offer,
alternate Gevalia
offer
bad history cut cost, 3rd party exclusion list, 3rd
party offer
backorder 2% phone or letter
notification
none Intro - order -
backorder notice
hi value retain, upsell notify, offer good
alternative, offer gift,
give priority
low value cut cost notify, offer cheap
alternative, give low
priority
abandon order 3% none(?) none (update prospect
file?)
hi value sell send info, alternate
offer, catalog,
sample, recontact
later
low value cut cost
do-not-contact
request
2% add to DNC list none Cust Svc - DNC hi value sell find contact
preference
low value cut cost exclude
Potential Map
Calculates Benefit/Lift for Alternative Customer Experience
Interactions
Continuous A:B Testing in Marketing Automation System/Agency

Intro receive offer
event channel - system result current treatment current segmentation next event potential segments potential objectives potential treatments segmentation data
Intro place order
event channel - system result current treatment current segmentation next event potential segments potential objectives potential treatments segmentation data
place order Web - Website, mail -
Continuity, phone -
agent UDT, phone agt
- West etc.
order accepted (credit
card authorized or
check received)
configure, enter, send
welcome email, Kiss
call (test)
keycode/channel Intro - ship hi risk / hi value retain switch to credit card,
make alternate offer,
alternate offer, send
info
keycode, order info,
product choice, survey
answers, Zip model,
acquired demographics,
Intro Quit Model, pay
method, credit card
authorization results,
customer history, do-
not-call request
hi risk / low value cut cost reject order, require
confirmation
low risk / hi value upsell, loyalty upsell offer, survey,
MGM, sample
low risk / low value 3rd party 3rd party offer
check required phone or letter
notification
request check
hi value retain follow up if no check
low value cut cost cancel if no check after
specified period
credit card reject:
invalid card or over
limit
phone or letter
notification
request new card
hi value retain phone for new card or
check
low value cut cost email for new
card/check; add to
exclusion list
credit card reject:
stolen card
cancel none (update exclusion list?) (all) cut cost exclusion list
prev buyer reject phone or letter
notification
none (none?) good history sell catalog offer, alternate
Gevalia offer
bad history cut cost, 3rd party exclusion list, 3rd party
offer
backorder phone or letter
notification
none Intro - order - backorder
notice
hi value retain, upsell notify, offer good
alternative, offer gift,
give priority
low value cut cost notify, offer cheap
alternative, give low
priority
abandon order none(?) none (update prospect file?) hi value sell send info, alternate
offer, catalog, sample,
recontact later
low value cut cost
do-not-contact request add to DNC list none Cust Svc - DNC hi value sell find contact preference
low value cut cost exclude

Intro place order - initial (inbound)
case response
channel
systems personalization ability disposition current treatment current segmentation potential segmentation segment objective immediate treatments followup treatments
direct mail Internet Web site script / rules place order configure order,
accept
keycode, channel keycode, order info, product,
survey, real-time enhancement,
Zip model, Intro Quit Model, credit
card auth, customer history, pay
method, do-not-call
high attrition risk retain, reduce cost credit card, reject order,
alternate offer
print low attrition risk upsell, loyalty upsell offer, survey, MGM,
sample
email credit auth reject sell request other card or check exclusion list?
Web ads backorder retain offer alternative, notify notify, offer alternative,
offer consolation gift
DR-TV abandon order ? keycode, channel [same as above] refusals sell send info, alternate offer,
catalog, sample
new offer, catalog, 3rd
party offer, newsletter,
event notices
do-not-contact request add to DNC list keycode, channel keycode, Zip, realtime enhance high potential sell find contact preference new offer?
low potential reduce cost exclusion list
direct mail phone agent UDT script / rules [same as above] [same as above] [same as above] [same as above] [same as above] [same as above] [same as above] [same as above]
Web ads
print
direct mail mail Continuity none (batch input) [same as above] [same as above] [same as above] [same as above] [same as above] [same as above] none (batch process) outbound contacts
print
DR-TV
DR-TV phone agent Continuity none (batch input) [same as above] [same as above] [same as above] [same as above] [same as above] [same as above] meet objections, accept order,
send literature
outbound contacts
place order - followup (outbound)
case channel systems personalization ability disposition current treatment current segmentation potential segmentation segment objective immediate treatments followup treatments
backorder mail mail template no reply message none [same as above] high attrition risk retain
email o/b email template cancel low attrition risk loyalty
phone o/b phone script
credit auth
reject
mail mail template no reply message none [same as above] high attrition risk retain
email o/b email template send new card low attrition risk loyalty
phone o/b phone script send check
Detailed Map - Sample
Calculates Benefit/Lift for Alternative Customer Experience
Interactions
Continuous A:B Testing in Marketing Automation System/Agency

Sample Functional Area Data: Marketing Campaign, Exposes
Creative and Offer Combinations
-Interface and Design Relieves Marketers of Complex Logic and Provides Foundation for
Continuous Improvement
Copyright 2015 ClientXClient LLC. www.clientxclient.com. 908.350.3012 Share & Enhance & Share

Step 6: Add Dashboards to Reporting for Everyone’s Use
Low-to-No New Technology Investment Required. Use Existing Tools from Excel to R,
SAS, Tableau, Qlikview, Business Objects, Cognos, Microstrategy, IBM, Oracle, SAP,
Open Source and Others All Valid for CxC Matrix

Low-to-No New Technology Investment Required. Use Existing Tools from
Excel to R, SAS, Tableau, Qlikview, Business Objects, Cognos, Microstrategy,
IBM, Oracle, SAP, Open Source and Others All Valid for CxC Matrix

Low-to-No New Technology Investment Required. Use
Existing Tools from Excel to R, SAS, Tableau, Qlikview,
Business Objects, Cognos, Microstrategy, IBM, Oracle,
SAP, Open Source and Others All Valid for CxC Matrix

Direct
Location
3rd Party
Community
Change/Month
Cost per Cust.
Revenue/Cust.
15% Growth
$1.5/Cust
+3% $ Rev
$16/Cust
$130 R/Cust
+11% $ Rev
$61/Cust
$715 R/Cust
+6% $ Rev
$23/Cust
$1630 R/Cust
+14% $ Rev
$31/Cust
$1119 R/Cust
Step 7: Measure Performance by Customer
Information PurchaseNegotiationSelectionAwareness

Rate Your Competition/Set Performance Goals
Us = Blue Competitor = Red
Direct B A A C A D A C C D
Location A C A C B A B A B A
3rd Party C C F B C C C C C C
Community A D A D F B F B F B
Information PurchaseNegotiationSelectionAwareness

Campaign
Offer B Offer A Default
Continuous
Results
Feed
Control
If B > A Then
B = A Then
New A
CxC Matrix for Continuous
and Automatic Testing

Automate A B Testing Across Programs for Continuous Optimization
and Experimentation. Expose to third Parties via API’s and Structure for
Programs, SLA’s, etc.

TECHNOLOGY
COMMUNICATION
PROCESS
KNOWLEDGE
PEOPLE
CEM
Customer Experience Management Starts with PEOPLE
Technology is the Enabler - Not The Solution
Foster a Customer-Centric Culture
Negotiation ServiceUsePurchaseAwareness Dispose

TECHNOLOGY
COMMUNICATION
PROCESS
KNOWLEDGE
PEOPLE
IOT
Customers Defined by Behavioral Interactions and
Interactions of Their Objects with Each Other
The CxC Customer Experience Matrix
Addresses The Internet of Things (iot)
(Organize, Visualize, Monetize, Analyze, Model, Simulate, Virtualize)
Negotiation ServiceUsePurchaseAwareness Dispose
IOT

Summary
• Automate what works
– Visualize Customer Experience for “customer perspective”
– Categorize interactions for unified management
– Manage tactics as programs
– Put standard programs on auto pilot and test key variables at tactics
level
• Spend your time Innovating
– Promote customer process transparency so everyone in company “get’s
it”
– Use simple Matrix to brainstorm
– Drop competitors and new markets on Matrix and see what happens
– Create excellently choreographed customer experiences that grow
margins and markets
– Customers will love your company (each segment for their own
reasons)

Please contact Michael Hoffman for
additional information:
Michael Hoffman, 908.350-3012
MRHoffman@CLIENTxCLIENT.com

Analyze Customer Experience Matrix Data to Improve Retention and Revenue

Recommended

Recommended

More Related Content

Similar to Analyze Customer Experience Matrix Data to Improve Retention and Revenue

Similar to Analyze Customer Experience Matrix Data to Improve Retention and Revenue (20)

More from Client X Client

More from Client X Client (20)

Recently uploaded

Recently uploaded (20)

Analyze Customer Experience Matrix Data to Improve Retention and Revenue