The document discusses the importance of customer experience and providing an extreme customer experience. It argues that customer experience is the main differentiator as other aspects of a product or service become commoditized over time. An extreme customer experience is sustainable while average experiences can be replicated by competitors. The document provides examples of how to measure customer experience through metrics like Net Promoter Score and understanding the full customer journey. It emphasizes the need to experience the customer experience firsthand and focus on attention to customers rather than getting lost in analysis.

1. EXTREME
CUSTOMEREXPERIENCE

2. Love for marketing.
Passionate about digital.
Believer in the Power of
STORIES.
filip@joined.be
www.joined.be
Xtension
www.slideshare.net/xtension
Filip
Modderie

3. EXTREME
CUSTOMEREXPERIENCE

4. WHY?
Customer Experience?

5. Why Customer Experience?
Everything becomes a
COMMODITY some day.

6. Why Customer Experience?
EXPERIENCE
remains the only
DIFFERENTIATOR.

7. Why Customer Experience?

8. Why Customer Experience?

9. Why customer experience?

11. WHAT
are you selling?

12. A record?
Music?
A FEELING!

13. The success of tomorrowland
Creating an
experience
Creating a
tribe

14. Why Customer Experience?
Experience
>
Possession
Source: To do or to have? That’s the question. Leaf van Boven & Thomas Gilovich

15. Why Customer Experience?

16. WHY?
Extreme?

17. Everybody
can be
AVERAGE
tomorrow.

18. The only
SUSTAINABLE
Differentiator.
It’s relative
NPS that
counts!

19. New technology gets adopted very fast.
85 years
Telephone
20 years
Mobile phone
10 years?
Smartphone

20. Attention becomes a scare good.
“When information
is cheap, attention
becomes
expensive”
James Gleick

21. Why Extreme?
You!
Your
Thinking

22. Why Customer Experience?
“Marketing is not the art of
finding clever ways to dispose of
what you make.
It is the art of creating genuine
customer value.”
Philip Kotler

23. Let’s start…
… with a question?
Who witnessed the following?

24. Customer Experience??
“Yes, but can you show me the
business case behind it?”

25. Customer experience in the boardroom.
Source: American Customer Satisfaction Index (http://www.theacsi.org/national-economic-indicator/financial-indicator)

26. Customer experience in your process.
Cost
reduction =
€€€€

27. Customer experience in your process.
Churn
reduction =
4%

28. “Yes, but can you add the
cost of people who will use
this easy process to
cheat?”

30. “And what about the cost of
checking and double checking…”
And p*ss of your customers?

31. “CFO asks CEO: "What happens if we
invest in developing our people & then
they leave us?”
CEO: “What happens if we don't, and they
stay?”

32. Examples!
Customer Experience.

33. Belgian best practice.

34. Competition is another ballgame

35. Do you know how fun this is?

36. And how fun it can be?

37. “BUT what about
privacy &
security?”

38. Do you really care
about your customers
privacy or about your
legal risk?

39. Privacy is in the eye of
the beholder.
Do not patronise your
customer.

40. This does NOT mean
you can share their
data they trusted you
with.

41. It DOES mean don’t use
it as a excuse to make
things more difficult.

42. Experience does not stop at your company.
Customer Experience.
Does NOT stop at your company boundaries.

43. An personal Experience.
Online
presence
payment InventoryChoiceTraffic

44. A personal Experience.
Online
presence
payment InventoryChoiceTraffic

45. A personal Experience.
Online
presence
payment InventoryChoiceTraffic

46. A personal Experience.
Online
presence
payment InventoryChoiceTraffic DELIVERY
10 DAYS & COUNTING

47. The customer does not think value chain.
Customers only feel
Their need or problem
Vs.
solution

48. The customer does not think value chain.
That’s why it’s really sad challenging to
be in the energy sector.
We don’t provide the power.
We only are responsible for 35% of the invoice.
We don’t control the government.
But all customers call us.

49. The experience outside the happy FLOW

50. KPI’s?
How to start?
1. KPI

51. KPI’s?
98,7%
Availability

52. KPI’s?
Customers
don’t care!
It’s a 0 or 1 game.

53. KPI’s?
NPS
Net
Promotor
Score
NPS: registered TM by Fred Reichheld, Bain & Company.

54. Net promotor score: what is it?
Source:https://www.getambassador.com/blog/understanding-the-net-promoter-r-
score-infographic

55. KPI’s?
All customers
Easy
Benchmark

56. KPI’s?
But not
actionable.

57. Warning!
Analysis paralysis.

58. It’s about the attention of
management, people, the
organisation.

59. KPI’s?
How to start?
2. Customer Journey

60. Experience the
experience.

61. End-to-end!

62. You is better than
nobody.

63. Or just talk to
somebody external
J

64. Go out and
experience!

65. THANK you for listening.
Kudos for your interaction.
ETERNAL for connecting.
filip@joined.be
www.joined.be
Xtension
www.slideshare.net/xtension
Filip
Modderie

66. ?Did you learn something or are inspired to do
something different today?
?Would you recommend others to this presentation?
Customer experience: Measure!
www.govote.at 544236

67. THANK you for listening.
Kudos for your interaction.
ETERNAL for connecting.
filip@joined.be
www.joined.be
Xtension
www.slideshare.net/xtension
Filip
Modderie

68. Flaticon.com
Gratisography.com
Kudos to