The document discusses the importance of customer experience (CX) in business, emphasizing that it encompasses all interactions a customer has with a brand. It highlights that effective CX drives customer loyalty, increases sales, and reduces churn costs, with emotional connections being key to creating loyal customers. Companies must align their people, processes, and systems to deliver great experiences consistently, focusing on a customer-centric culture and leveraging digital tools.

2. Digital Customer
Experience

3. You’ve got to start with the
customer experience and work
back toward the technology,
not the other way around.”
(Steve Jobs)

4. What is the customer
experience ?
Is the the customer
perceptions and related
feelings caused by the one-
off and cumulative effect of
interactions with supplier’s
employees, system, channels
or product.
- Gartner

5. Why companies invest in Customer
experience ?
TRUST
SATISFACTION
REVENUE
MARKET SHARE
BRAND EQUITY
LOYALTY

6. The Effect of Customer
experience

7. 19.8%
89%
“89% of customers who
experience poor service with
your brand will leave for your
competition”
“customer experience leaders
have 19.8% more customers
reluctant to switch brands” Leave your brand to
competitor
More customer keeping
Churn

8. Acquisition cost
“It costs 6-7 times more to acquire a
new customer than to retain an
existing one”
New Customer
acquisition
Customer
retention cost

9. Sales
“positive customer experience generate 140%
more sales compared to negative customer
experience”
More sales

10. Price
64%
“64% of people think customer experience is
moreimportant than price”
Experience is
more important

11. What customer
experience is about?
Not just about
•Customer service
•Marketing
•Online
•User interface
•Product

12. Customer Experience is the sum-totality of how
customers engage with your company and brand,
not just in a snapshot in time, but throughout the
entire arc of being a customer .

13. There are two critical success factors in
delivering great experiences:
Experience Design
Experiences must be designed based
on a deep customer understanding to
meet and exceed their needs
Business Alignment
Everything in business needs to align
behind this design to deliver great
experiences consistently
One weak link in delivery can break the overall customer
experience

14. Customer Loyalty is driven by
three main factors
Effectiveness
Ease
Emotion
Retention
Enrichment
Advocacy

15. Customer with
good customer
experience with
your product is
the best sales
person to your
product

16. Emotions are most
critical in driving loyalty
and business outcomes
A Forrester research study found that
Emotion is more than twice as important
as Ease and Effectiveness in driving loyalty
 Elite brands provided an average of 17
emotionally positive experiences for each
negative experience
 The lowest-performing 5% of brands provided
only two emotionally positive experiences for
each negative experience
CX
Emotions
Effectiveness
EASE

17. Customer Expectation
High
Effectiveness
Minimal Effort
Drive Emotional
Connection
Loyalty
Ease & Effectiveness are
the Ticket to the Game
Customers expect to have effective,
easy interactions with companies
– It is important to get these basics right first,
then focus on driving emotional connections
– If this is not the case, detraction and
disloyalty increases
 What drives significant loyalty and advocacy
(once basics are covered) in customers is an
increase in emotional connection (or creating
the right emotions in customers)

18. Who is responsible for
the customer experience

19. Simply It is Everyone’s
Responsibility

20. Every company is created to sell products or
services to the customers so it is the
responsibility of all the departments in the
company to create good customer
experience starting from the product or
service design to after sales services

21. Focusing on the customer makes
the company more resilient
Jeff Bezos - Amazon CEO

22. The traditional
model (before
digital Era )
The modern
model (in The
Digital Era)
Customer experience and the
customer purchase Journey

23. The traditional model (before
digital Era )
Discover

24. Consider

25. Purchas
e

26. Use

27. The modern model (in The
Digital Era)
Initial
Consideration
Set
1
Moment of
Purchase
3
2
4

28. The Customer experience
ingrediencies
Customer
centric
culture
Company
digital
capabilities
Digital
experience
design
Good
customer
experience

29. o The company have defined strategy to put the customer in focus
o The management is adopting the digital tools in the day to day
business to reach operational excellence
o The management gives the employees the space to innovate using
the digital tools to provide the customer what he desire
o The company have digital strategy
Customer centric culture

30. The capability of the business has to be able to deliver the experiences customers desire
The ability of the people in the business to meet customer expectations
Combination of soft skills and technical experience
People Capability
How well the processes underlying the business can deliver on the
customer and business goals
Processes can be automated or manual, but must be able to deliver
Process Capability
The tools and systems in the business must support the people and processes
Without appropriate systems, the rest of the business will struggle
System Capability
Business Capability – Three
Lenses

31. Getting all three levels of
business capability right is
important for delivering a great
customer experience

32. What are people capabilities?
o These are the capabilities of the people in the organization to deliver what is required to create great
customer experiences
o Not limited to only customer-facing employees, but all team members as they all have an impact on
what happens to customers
o Capabilities include the skills, behaviors and actions undertaken bypeopleto deliver outcomes
o Having the right people with the right capabilities in the right roles is keyto success

33. “The most important job you have is
growing yourpeople”
Jack Welch,CEO, GE

34. What are the processes capabilities?
o These are the capabilities of the processes of an organization to deliver what is required to create great
customer experiences
o Processes can be directly customer impacting, or indirectly impacting
o Having the right processes with the right capabilities iscritical to success
o Process capability isoften a missing link in delivering great customer experiences

35. “If you can't describe what you are
doing as a process, you don't know
whatyou'redoing”
W.EdwardsDeming

36. What are system capabilities
o These are the capabilities of the systems (generally IT or networks) in an organization to deliver what is
required to help the peopleand processes to create great customer experiences
o Systems can bedirectly customer impacting, or indirectly impacting
o Often systems can hinder great customer experience if not designed and integrated correctly
o Too often systems guide customer outcomes, instead of the other wayaround

37. “A bad system will beat a good person
everytime”
W.EdwardsDeming

38. Systems underpin
people and processes
 As with process, it is important
to understand the order of the
capabilities
 Systems should never be the
reason that people or process
cant deliver on customer
expectations
 Systems should support
processes and people to deliver
great outcomes
 Never want to hear “the system
says so” or “the system wont let
me do it”
PeopleCapability
ProcessesCapability
System Capability

39. System Architecture – Principles for supporting
Customer Experience
Systems should make life easier, not harder
Systems support processes and people
A single source of customer truth is critical
Balance functionality versus proliferation
Automate where emotion is low
1
2
3
4
5

40. 6 Building Blocks that Digital
customer Experience
STRATEGY AND
INNOVATION
CUSTOMER
DECISION
JOURNEY
ROBOTIC
PROCESS
AUTOMATION (RPA)
ORGANIZATION
TECHNOLOGY BIG DATA AND
ANALYTICS
21
3 4
5
6
Focus on future value
and drive fueled by
experimentation
Reinvented processes
and customer journeys
through automation and
agile processes
Deep analysis and
ethnographic research to
understand how and why
customers make decisions
Agile, flexible, and
collaborative processes and
capabilities that follow
strategy
Usable and relevant
customer analytics tied to
goals and strategies
2-speed IT to support
core functions and rapid
development

41. 6 core emerging technology trends of
Digital customer experience
Social
Media
Cloud
Big Data
& Analytics
Internet
of Things
Mobility
Cyber-
security
Digital
Transformation

42. Customer experience and user
experience
CX UX

43. CX
It is the customer’s
experiences with all channels
of the brand, including a
specific product like an app.
CX is an umbrella concept
encompassing all channels
and all products within the
same brand, and how the user
feels about them

44. UX
It is the user’s experience with
a specific product, for our
purposes, a website, app, or
software. The design of the
interface — its usability,
information architecture,
navigation, comprehension,
learnability, visual hierarchy,
etc.

45. CX UX
• Customer service
• Advertising
• Brand Reputation
• Sales Processes
• Pricing farness
• Product Delivery
• After Sales services
•Usability
•Interaction design
•Visual design
•Information architecture
•Content strategy
•User researches

46. Business Capability – An Example – Level of
Detail
Experience People Capability Process Capability System Capability
Virtual changing
room
Coders to manage the
build of the capability
New product onboarding
includes 3D modelling
Online system that allows
3D views of clothes
Live chat to help
with buying and
questions
Team able to perform
live chats and treat
customers respectfully
Live chat processes
captures customer details
and chats
Live chat system
Next Day
delivery
People to pack and
ship products
immediately
Next day courier process
in place
Logistics system capable
of managing next day
delivery
Free returns People to manage the
returns from
customers (service
and processing)
Returns process and
policy
System supports returns
process
Online Retail Business - Clothing

47. Digital customer
experience design
 To offer a great customer
experience, it is critical to offer
customers choice regarding which
channels they use to engage
 It is also critical to ensure that
when customers switch channels,
they have a great experience
 Getting this cross-channel
experience right is critical to
success
 The channels have to be
supported with excellent
automated business processes

48. Example Omni Channels in
banking

49. Examples : Digital tools helps to create the
best customer experience
Personalization Reachability Product support Convenience
Customer purchase
history analyses
allow the company
to predict the next
purchase
Customer location
capture helps to
guide the customer
to nearest service
point
Chat bots helps the
customer to have
support and report
issues
Mobile apps that
allow the customer
to do all the
activities to have the
service or products

50. Using mobile
application you can
browse the properties
offered by individuals in
the distention you are
going to choose the
best place with best
price all over the world
airbnb

51. When you place your first
order and enter a payment
method and shipping
address, 1-Click ordering
is automatically enabled.
When you click Buy now
with 1-Click on any
product page, your order
will be automatically
charged to the payment
method and shipped to the
address associated with
your 1-Click settings.
Amazon 1-click
The customer enter
his data once and
use it without
passing several
steps

52. Contact US
Address.: 56 Joseph Tito
New-Nozha Cairo Egypt
Telephone: +202 2622 7391
+202 2622 7405
E-mail :
Contactus@orkestconsulting.com
Internet : www.Orkestconsulting.com

53. THANK
YOU