Dies ist die Präsentation Über Kundenerfahrung von der Veranstaltung "This is Marketing" im Stuttgart. Es enthält die Peak-End-Regel, die Übung zum Kundenaufzug, die Techniken zur Messung der Kundenzufriedenheit und eine Liste von Methoden zum Kundenhören. Es enthält auch Informationen zur Kundenzufriedenheitsstatistik und deren Auswirkungen auf Einnahmen, Ausgaben, Verkäufe und Unternehmensbewertungen.

1. © 2019 Roland Frasier
THE CUSTOMER
EXPERIENCE
ELEVATOR
Roland Frasier | DigitalMarketer.com

2. Owned, Built + Sold 24
Businesses With Sales
€3M - €2.7B
3 Exits + 3 AcquisiSons In
The Past 12 Months

3. © 2019 Roland Frasier
WHAT IS CX?

4. © 2019 Roland Frasier
Case Study: Car Purchase Decision
Source: Think With Google

5. © 2019 Roland Frasier
Case Study: Car Purchase Decision
Source: Think With Google

6. © 2019 Roland Frasier
Case Study: Car Purchase Decision
Source: Think With Google

7. © 2019 Roland Frasier
Case Study: Car Purchase Decision
Source: Think With Google

8. © 2019 Roland Frasier
Case Study: Car Purchase Decision
Source: Think With Google

9. © 2019 Roland Frasier
The Increasing
Importance Of
SoZ Assets

10. © 2019 Roland Frasier
Customer
Experience
PosiSon
CompeSSve
Advantage
Brand
Culture
People

11. © 2019 Roland Frasier

12. © 2019 Roland Frasier
CX Stats

13. © 2019 Roland Frasier
AcquisiSon:
-3X to -30X
Prices:
+18% (64%)
RetenSon:
+2.7X (-40%)
Referrals:
+9X (-16X)
Sources: HBS Study | PwC | HBR | Aberdeen Group | Amex
“Good CX scores can drive a 1.3X to 2.4X
increase in Revenue Per Customer.”

14. © 2019 Roland Frasier
AcquisiSon:
€100,000
Sales:
€100,000
MRR Churn:
€48,000
Referral LTV:
€20,000
AcquisiSon:
€33,000
Prices:
€118,000
MRR Churn:
€17,800
Referral LTV:
€180,000
Savings:
€67,000
Margin:
€18,000
MRR Retained:
€30,200
Referral LTV:
€160,000

15. Up To
5.7X
Higher
ValuaSon
Sources: Forrester | RetailCustomerExperience | McKinsey© 2019 Roland Frasier

16. © 2019 Roland Frasier
IDENTIFY
EVERY
TOUCHPOINT

17. © 2019 Roland Frasier
Customer Touchpoint Inventory
Pre-Purchase Purchase Post-Purchase
Ads, Walk-By, Walk-In,
Word of Mouth, Print Ad,
Radio, TV, Trade Show,
Referral, Website, Blog,
NewsleNer, Flyer, Search
Engine, Email, Webinar,
Landing Pages, Snap,
Facebook, Instagram,
YouTube, LinkedIn, UGC,
Messenger, Chat, User
Group, Forum, Review Site,
RetargeUng, Comparison
Site, CompeUtor Sites,
Online Store, Call Center,
Physical Store, Amazon,
Direct Mail, Samples, Trial
Add-To-Cart, View Cart,
Customer Login, Guest
Checkout, Pre-pop
checkout, One-Click
Purchase, Edit Cart
Add/Remove, View Product
From Cart, Zoom Detail,
Persistent Cart, Shipping
Methods, Delivery Times,
In/Out of Stock, Payment
Methods, Upsells, Down-
sells, Cross-sells, In-
Purchase Support, Thank
You Page, ConfirmaUons
Chat, Messenger, Bots,
In-person Sales, Call Center
Email Order ConfirmaUons,
Messenger Order
ConfirmaUons, Bots, Ship
ConfirmaUons, Tracking,
Delivery Time, Delivery,
Unboxing, Box Open
Welcome, 1st Product
Contact, 1st Use, Use
InstrucUons, Bundle-In
Offers, On-Boarding, NPS,
ConsumpUon, Gi^s Follow-
Up, Support, UGC, User
CommuniUes, TesUmonials,
Follow-On Sales, Loyalty
Programs, RetenUon,
Referral, Re-order, Reviews

18. © 2019 Roland Frasier
Customer Touchpoint Inventory
Pre-Purchase Purchase Post-Purchase

19. © 2019 Roland Frasier
FIND OUT WHAT
CUSTOMERS ARE
THINKING

20. © 2019 Roland Frasier
Find Out What Your Customers Are
Saying + Thinking
1. Online Surveys
2. Listening Posts
3. Comment Cards
4. CX Opinion Reports
5. Usage Studies
6. Idea Submit Sites
7. Messenger Apps
8. Mystery Shoppers
9. Telephone Surveys
10. Customer Emails
11. Focus Groups
12. In-App Surveys
13. Support Desk Feedback
14. Social Listening

21. © 2019 Roland Frasier CUSTOMER EXPERIENCE FAB 50 GRID TEMPLATE
FAB 50 Feedback
BeliefsAcSonsFeelingsFeedback

22. © 2019 Roland Frasier CUSTOMER EXPERIENCE FAB 50 GRID
FAB 50 Feedback
BeliefsAcSonsFeelingsFeedback
I buy most products online
I think prices are beher online
I ask friends recommendaSons
I’m nervous if it’s not Amazon
I compare prices to not overpay
I hate being upsold
I always look for coupon codes
I won’t pay for shipping
I search for reviews before I buy
I want a guaranty before I buy
I need financing opSons
Save my cart or I’m gone
“I’m not comfortable buying from
sites that I don’t already know.”
I like to buy this kind of product
online.
“I believe prices are beNer online”
“I get recommendaUons from
friends before I make a purchase”
“I feel like you should be able to
buy without a bunch of upsells.”
“I search for discount codes before I
make a purchase”
“I believe all merchants should
offer free shipping”
“I search review sites before I make
a purchase.”
“I feel reassured when they offer a
money back guaranty.”
“I believe that you will overpay if
you don’t compare prices first.”
“I believe all merchants should
offer financing opUons.”
“I feel frustrated when carts don’t
save items to buy later.”

23. © 2019 Roland Frasier
OPTIMIZE
CUSTOMER
EXPERIENCE

24. © 2019 Roland Frasier
P
o
s
i
t
i
v
e
C
X
N
e
g
a
t
i
v
e
C
X Peak-End Rule
Pit
Pit
Pit
RETAINED ONBOARD TEST CAMPAIGN BIG WIN AD FATIGUE AD REFRESH REP CHANGE GIFT
Peak
Peak
Peak
Peak
Peak

25. © 2019 Roland Frasier
Takeaways…
Design PosiSve Beginnings
Design CX Surprise + Delight Peaks
Design CX Ending Peaks
Flip the Pits
Celebrate Milestones

26. © 2019 Roland Frasier
1.CommunicaSon
2.WaiSng Too Long
3.Genng Shuffled Around
4.You Don’t Seem To Care
5.Over Promising and
Under-Delivering
6.Not Listening
Biggest Client Complaints
Sources: ClientFlow.com | Business.com
1.Genng Clients
2.Retaining Clients
3.AhracSng Top Talent
4.Managing ExpectaSons
5.Genng Results
6.AdapSng To Industry
Changes
Biggest Business Issues

27. © 2019 Roland Frasier
1.CommunicaSon
2.WaiSng Too Long
3.Genng Shuffled Around
4.You Don’t Seem To Care
5.Over-Promising and
Under-Delivering
6.Not Listening
Biggest Client Complaints
Sources: ClientFlow.com | Business/.com
1.Genng Clients
2.Retaining Clients
3.AhracSng Top Talent
4.Managing ExpectaSons
5.Genng Results
6.AdapSng To Industry
Changes
Biggest Business Issues

28. © 2019 Roland Frasier
MEASURING
CX

29. © 2019 Roland Frasier
Why Measure?
Increase Customer Loyalty +
Reduce Churn
Reducing churn by 5% Can Equal
25% to 95% Increase In Profits
Sources: Bain

30. © 2019 Roland Frasier
C-SAT

31. © 2019 Roland Frasier
“On a scale of 1-7 how saSsfied
are you with our service?”

32. © 2019 Roland Frasier
1-3: 80% of most corporate Sme is spent
on complaint management
4-6: Focus more on moving these to a 7
They are worth 9X as much!
Source: Forrester

33. © 2019 Roland Frasier
€132,341,160
Source: Southwest Airlines

34. © 2019 Roland Frasier
NPS
NET PROMOTER
SCORE

35. © 2019 Roland Frasier
“NPS measures how likely your
customers are to recommend your
business to a friend.”

36. © 2019 Roland Frasier
Step 1: Survey your customers. Ask "On a scale of 0 to 10,
how likely are you to recommend us to a friend?”
Step 2: Categorize respondents 0-6 are Detractors, 7-8 are
Passives, 9-10 are Promoters.
Step 3: Calculate NPS. (# of Promoters - # of Detractors) =
NPS. This score can range from -100 to 100.

37. © 2019 Roland Frasier
WHY TRACK
NPS?

38. © 2019 Roland Frasier
Brands with the highest levels of
brand advocacy (NPS) grow 2.5X
faster than their compeStors
Source: Bain & Company

39. © 2019 Roland Frasier
Improves Referral MarkeSng
80% of happy customers will recommend
Prospects 70% more likely to buy if friend
recommends
Referred customers have 16% higher LCV
Source: Temkin + American Express| Extol

40. © 2019 Roland Frasier
Referrals
80% ↑
Conversions:
70% ↑
LCV:
16% ↑
Total $$
Before:
100
2%
€10,000
€20,000
% Increase →
AZer:
180
3.4%
€11,600
€70,992

41. © 2019 Roland Frasier
Referrals
80% ↑!
Conversions:
70% ↑
LCV:
16% ↑
Total $$
Before:
100
2%
€10,000
€20,000
% Increase →
AZer:
180
3.4%
€11,600
€70,992
355% = 3.55X

42. © 2019 Roland Frasier
KEY POINTS
TO MEASURE

43. © 2019 Roland Frasier
Always-On Surveys

44. © 2019 Roland Frasier
Touchpoint Intercept Surveys

45. © 2019 Roland Frasier
Abandonment Intercept Surveys

46. © 2019 Roland Frasier
Post-Purchase Surveys

47. © 2019 Roland Frasier
TargeSng + SegmentaSon Surveys

48. © 2019 Roland Frasier
CUSTOMER
EXPERIENCE
ELEVATOR

49. © 2019 Roland Frasier
x
10 ⭐ Experience (Impossible)
5 ⭐ Experience (Current Best Possible)
1 ⭐ Experience (Unacceptable)
7 ⭐ Experience
(New Standard)1 2 3 4 5 6 7 8 9 10
The Customer Experience Elevator

50. © 2019 Roland Frasier
Exercise…
Take 3 Minutes to write your 5-Star review
Get your team into a group of 4:
Name + Describe Biz + Read 5-Star review
4 minutes each to create a 10-Star review
4 minutes each to create a 7-Star review
Read your online reviews and write your 1-
star review. Then flip the pits

51. © 2019 Roland Frasier
CUSTOMER
EXPERIENCE
STORY

52. © 2019 Roland Frasier
x
Aware Engage Subscribe Convert Excite Ascend Advocate Promote
SenngF.A.B.TeamExperience
Your Customer Experience Story

53. © 2019 Roland Frasier
x
Aware Engage Subscribe Convert Excite Ascend Advocate Promote
SenngF.A.B.TeamExperience
Your Customer Experience Story
Facebook
Instagram
Email
Blog
YouTube
Confused
Overwhelm
See/Click Ad
Can I even do
this?
Ad Agency
CreaVve +
Build Team
They get me.
Ad + lander =
look and feel
the same
LM appeals
Landing Page
SkepVcal
Reading Page
This can help
me get what I
want.
CreaVve, copy
+ build team
Lead magnet
solve a big
problem they
have.
Opt-in Form
Don’t want to
get spam.
OpVng-in
SkepVcal. Will
this work?
CreaVve, copy
+ build team
Enter email,
see thank you
page. Receive
lead magnet in
email.
Sales + order
page/cart
Phone call
Live event
Confident.
Understood.
Give payment
info. This will
work.
Inbound sales
team, call
center, live
event staff or
website
Cart works,
receive pmt.,
confirmaVon
rec’d. product
recd.

54. THANK
YOU!
Roland Frasier
DigitalMarketer.com