Satisfying customers is a challenge for any service company. But if you’re growing fast, how do you maintain consistent, high-quality service wherever you operate? This deck shares the 6 Laws to Customer Experience: 1) Every interaction creates a personal reaction. 2) People are instinctively self-centered. 3) Customer familiarity breeds alignment. 4) Unengaged employees don't create engaged customers. 5) Employees do what is measured, incented, and celebrated. 6) You can't fake it.

2. We’re overthinking things.

3. We’re overthinking things.
Because the truth is, we only need two things to create a successful
online business.
1. A product that genuinely helps people solve a problem.
2. A streamlined purchase journey. One that makes it easy to buy
and that begins where the customer is most active and engaged.

6. Customer Experience
drives the CSat and
NPS to Loyalty and
Marketplace Sentiment
(Ratings & Reviews)
CUSTOMER
EXPERIENCE
Customer
Satisfaction
NPS,
Ratings &
Reviews
Repeat
Purchase,
Cross / Up
SHOPPING
Experience
PRODUCT
Experience
BRAND
Experience
MOMENTS OF
TRUTHS
HAVING OPTIONS / CHOICE
ACCESSIBILITY / AVAILABILITY
COMPARISON NECESSITY
PERSONALIZATION
PACKAGING / UNBOXING
VISUAL / DESIGN
SMELL
TEXTURE / FEEL
POSITIONING / EQUITY
BRAND ASSOCIATION / RECALL
SALIENCE / TOP-OF-MIND
AFFINITY / LIKEABILITY
ADVERTISING & PUBLIC RELATIONS
POINT-OF-SALE
CUSTOMER SERVICE | RETURNS
TRIGGERS | RATINGS & REVIEWS

7. ? Customer
Satisfaction
Increased
Consumption
Sales & more
Market Share
• Meeting
Customer
Expectations &
Requirements
• Delivering to
Exceeding
Category
standards
• Deliver UVP &
Benefits, as
promised
• Bigger Basket
• More Shopping
Frequency
• Repeat Purchase
• Net Promoter
Score | NPS
• Cross-selling
• Up-selling
• Organic Sales
Growth via CSat
/ repeat
purchase of
current
customers
• + Brand Health
• Sustainable
Profits
How do we track Success? | Customer Satisfaction

8. What are the Steps to Success? | Customer Satisfaction

10. Customer Satisfaction drives Brand Love / Loyalty
1. Helps me with purchase when I
need brand/product by telling me
nearest stores with stocks or via online
stores / marketplaces to be delivered to
me at same price.
2. Simplifies my Life by
providing intuitive and integrated
systems to make any process or
interaction with brand assets to
become Fast and Easy for me.
3. Rewards my Loyalty by giving me
Club/Retail discounts and Gifts in
exchange of points accumulated per
purchased
4. Gives me importance by responding
to me promptly (w/in 24 hours) when I
have issues, queries, concerns with
purchase or usage

12. Law 1: Every action creates a Personal Reaction
Tips to Success for this Law:
• Experience need to be designed around individuals / personas (vs. majority)
• Customer segments must be prioritized (Fashion usually have 4-6 segments)
• Customer feedback (Ratings, Reviews, CSat, NPS) needs to be the key metric
• Employees needs to be empowered (Responsive & Sustainable 5 Star service vs. Centralized)
Bottomline: You need to understand customers, personally as individuals

13. Law 2: People are Innately Self-Centered
(Biases, Priorities, Likes, Principles)
Tips to Success for this Law:
• You know more than your customers, deal with it (Decisiveness, Priorities in Life)
• Don’t sell things, Help customers buy them (Help with Needs, Wants, Desires)
• Don’t let Company divisions, drive the experience (Fragmented vs. Integrated)
Bottomline: Make the Shift from Self-centeredness to Customer-centeredness

15. Law 3: Customer Familiarity Breeds alignment
Tips to Success for this Law:
• Don’t wait for organizational alignment (Be Proactive, be a leader/driver)
• Broadly share customer insight (Fact + Motivation + Tension / Gap / Opportunity)
• Talk about customer needs, not personal preferences (Sensing, Probing, Immersing)
Bottomline: An External focus is an Antidote to Internal Politics

16. Law 4: Unengaged Employees don’t create Engaged Customers
Tips to Success for this Law:
• Don’t under-spend on training (Learn to grow and improve)
• Make it easy to do the right thing (look into enablers from Technology to Policies)
• Communicate (Internally), Communicate (Externally), Communicate (Holistically)
• Measure Employee engagement (Culture survey, NPS)
Bottomline: Customer Experience depends on Employee Experience

17. Law 5: Employees Do What Is Measured, Incented and Celebrated
Tips to Success for this Law:
• Don’t just “expect” / thing people to do the right thing (Enable, Motivate, Track/Measure)
• Clearly define good behavior (iSTEP and more . . . ie. Resourceful, Customer-centric, etc.)
• Watch out for mixed messages (alignment to OGSM, Values, Vision and Mission)
Bottomline: Don’t blame the employees, Fix the Environment

18. Law 6: You Can’t Fake It
Here are some Implications of this Law
• Don’t hide behind a 4th priority (Customer Experience to be in Top 3)
• Sometimes its better not to start (Customer-centricity takes a lot of work)
• Advertise to reinforce the truth, not just to create positioning (Expectations & Perceptions)
Bottomline: If You’re Not Committed to Customer Experience,
You can only fool yourself

19. 19
QUESTIONS?
albet@katapultdigital.com
Albet Buddahim

20. THANK YOU.