What marketing research tools could professionals use to enhance and measure the performance of the Customer Experience initiatives? A presentation delivered by Andree Coca, Market Research Lead at TNS and trainer at Institutul de Marketing.

1. Institutul de Marketing
Marketing research tools for Customer
Experience Management
May 20th 2016
Andreea Coca

2. A brief history of how CX came to be
• ‘How’ matters as much as ‘what’  service economy & customer service
• Higher consumer expectations & touchpoints’ multiplication  experience
economy & customer experience
• Consistent & seamless approach to customer experience  omnichannel &
customer journeys

3. CX metrics – shaken, not stirred.
Bottom(s)-up!
“The whole is greater than the sum of its parts”
Source: Oracle

4. Some home reading – more specific
metrics
Source: Oracle
• Strategic – direct traffic, indirect traffic, brand mentions, conversion rate,
rate of adoption, average order value
• Operational – campaign effectiveness, pages per visit, shopping cart
abandonment, frequency of visits, items per order, up-sell/ cross-sell,
average revenue per user
• Strategic – customer churn rate, NPS, customer satisfaction, customer
effort score
• Operational – emotional stickiness, average resolution time, channels cost
for interaction
• Strategic – cost of sales, marketing costs, service costs, costs per
interaction/ activity, self-service rates
• Operational – cost of acquisition, cost of retention, average handle time,
initial training time, content effectiveness, escalation %

5. • Leadership – vision
• Incentives – drive
• Culture – mind-set
CX optimization starts from within the
company…and ends up there too
5-10%
Revenue growth
within 2-3 years
15-25%
Cost reduction
within 2-3 years
+26%
Gross margin
over competitors
Source: McKinsley

6. Road map: customer journeys
Source: Forrester
• Episodes/ stages
• End-to-end / experiences
• Language
• Duration
• Segmentation – goals

7. Compass?
A model from Disney
Needs
Wants
Stereotypes
Emotions
Source: Theodore Kinni, Be Our Guest: Perfecting the Art of Customer Service

8. Approach by adaptation
Source: GRIT 2015 Q3-Q4

9. • Frontline
• Open line for feedback, multiple channels
• Communities
Listen to consumers’ voice…

10. • Context fit
• Personalized response
• Shared experiences
…but don’t neglect to wear their shoes

11. THANK YOU!