This document provides guidance on designing a differentiated customer experience. It emphasizes understanding customers by mapping their journeys, identifying frustrations, and asking the right questions. Conducting customer and employee experience audits can reveal gaps. Creating personas of target customers helps focus on their specific needs of seamless, useful, and relevant experiences. The goal should be making something people choose to talk about, not just notice. Building connections through engagement, collaboration, and communication is key.

1. The Foundation of Designing A
Differentiating Customer Experience
March 22, 2016
Lessons in Leadership

2. 2

3. 3

4. New Landscape
4

5. 5

6. New Landscape
They want:
Seamless
Utility
Relevant
6
Control
Deals
Value

7. 7

8. What’s Your Goal?
Is the goal to get people to notice
what we make?
Or
Are we setting out to make something
people choose to talk about?
8
Seth Godin

9. Consumer centricity
9

10. Culture
10

11. Culture
11

12. Consumer centricity
• Questions are powerful
• Which journey? Where on the journey?
12

13. Consumer centricity
• Personas define characteristics of target customers
13

14. Map the journey
• Consumer
• Employee
• Other stakeholder
14

15. Connection
Utility
15
What questions are your customers and
prospects asking?
What are their frustrations?
Help vs Sell

16. Connection
Engage
16

17. Building a Connection
According to Harvard Business Review, customers who
received a customer satisfaction survey after doing
business with a company were 50% less likely to
cancel their account.
They were also three times more likely to
purchase another product from that same company.
How Surveys Influence Customers by Paul M. Dholakia & Vicki G. Morwitz
17

18. Connection
Utility
18

19. Collaboration
Share
19
Employees
Customers
Prospects
Suppliers
Partners

20. Communication
20

21. Employee Experience Audit
• Mastery, Autonomy, & Purpose
• Survey – feedback & benchmark
• Development & training audit
• Map the employee journey
21

22. Conduct a Customer Experience Audit
• Experience your brand from mobile
• Involve internal stakeholders
• Map the journeys
• Map the ecosystem
22

23. Conduct a Customer Experience Audit
• Get Feedback from:
–Staff
–Customers
–Suppliers
• Identify gaps
• Begin to build a 360° customer view
23

24. 24

25. Do
Something!
25

26. RESOURCES
Tidewater AMA

27. Mindset
27

28. 28

29. Culture_Leadership
• The Advantage by Patrick Lencioni
Free resources including charts and videos
29

30. Creating Personas
• Adele Revella –
Buyer Persona Institute
• HubSpot post –
How to create personas for
your business
30

31. Create a Customer Journey Map
Creating a Journey Map Post
31

32. Customer Experience Gaps
IBM Study
32
Some useful stats and an infographic

33. Find the Right Tools
• Cloud based Customer Service
– Mighty Call http://www.mightycall.com/
– LiveOps http://www.liveops.com/
• CRM software
– Below is a list of options (don’t be mislead by the title)
– http://www.forbes.com/sites/quickerbettertech/2013/07/01/11-terrible-crm-
systems-for-your-company/
– Batchbook http://batchbook.com/
33

34. Survey
• Ask for feedback soon after purchase
• Keep them simple and basic like:
– Please rate your experience
– Is there anything we could do to improve?
– On a scale of 0-10 would you recommend us to a friend or
colleague
• Free Tool - https://www.surveymonkey.com/
34

35. Thank You
Joe owns Strategic Marketing Solutions, an integrated marketing
consulting company. He is active in social media, co-moderates,
#SMchat (a Twitter chat) and regularly writes about Customer
Experience Marketing for Maximize Social Business.
He works with businesses to implement integrated marketing
strategies that build Raving Fans.
To learn more about capitalizing on the local advantage by creating
Raving Fans contact Joe:
Email: Joseph.Ruiz@strategicdriven.com
Phone: 804.690.4486
Connect on Linked In: www.linkedin.com/in/josephruizjr/
35