Patricia Davidson discusses measuring customer experience across multiple touchpoints. She addresses deciding what to measure and what is essential to the customer's experience, overcoming challenges of measuring customer experience across touchpoints, and evaluating measurement results to identify key areas for improvement.

1. Measuring Customer Experience Across Touch
Points
Patricia
Davidson
Perspec0ve
on
a
Customer
Centric
Company
1

2. An Important Perspec0ve
2

3. Conversa0on Topics
3
Deciding
what
to
measure
and
what
is
essen0al
to
the
customer’s
experience.
Overcoming
the
challenges
associated
with
measuring
the
CE
across
mul0ple
touch
points.
Evalua0ng
measurement
results
in
order
to
iden0fy
key
areas
for
improvement.
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4. Conversa0on Topics
4
Deciding
what
to
measure
and
what
is
essen0al
to
the
customer’s
experience.
Overcoming
the
challenges
associated
with
measuring
the
CE
across
mul0ple
touch
points.
Evalua0ng
measurement
results
in
order
to
iden0fy
key
areas
for
improvement.
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5. The Customer Experience Journey Map – B2C
5
Touch-point!Lifecycle!
Brand &
Posi0oning
E2E Purchase
Experience,
PorDolio
Billing and
Payments
Renewal /
Upgrade /
Reten0on Mgmt
Product,
Service &
Network
1. Key Customer’s Expecta0ons Iden0fied
Aware/
Learn
Need/Buy
Ac0vate
Pay Bill
Seek
Help
Renew/
Modify/
Disconnect
Use
Delivery
Welcome Exp
Sa0sfac0on & Loyalty compared to business metrics & results
Fast, easy
purchase
experience
Value/ Loyalty
Immediate
issue
resolu0on
Easy setup
Transparent
billing
Reliable
products and
network
Set clear
expecta0ons
“Customer Experience Journey Map”
2. Measuring Success
Ques0ons, Issues
Resolu0on
5
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6. Moments of Truth on Customer Journey – B2C
6
1.0 Aware/
Learn
2.0
Need/Buy
3.0 Ac0vate
5.0 Pay Bill
6.0 Seek
Help
7.0 Renew/
Modify/
Disconnect
4.0 Use
1.1
Gather
info
about
products/
Service/
Coverage
1.2
Register
at
website
and
request
for
informa0on
1.3
Par0cipate
in
consumer
research
1.4
View
and
try
products
2.1
Tailor
products
/
services
to
individual
needs
2.2
Enter
Contract
agreement/set
up
account
2.3
Purchase
products
/
services
/
accessories/
insurance
2.4
Modify
order
/
Cancel
order
3.1
Obtain
order
status
and
tracking
info
3.2
Receive
handsets
/
accessories
3.3
Obtain
upfront
training,
quick
reference
instruc0ons,
tutorials
3.4
Receive
Welcome
Experience
and
Have
Ques0ons
Answered
4.1
Quality
of
Experience
w/
device,
products
and
services
4.2
Receive
proac0ve
communica0on
5.1
Review
and
Understand
bill
5.2
Inquire
and
ask
ques0ons
about
the
bill
5.3
Resolve
billing
problem
5.4
Pay
bill
5.5
Recharge
pre-­‐paid
phone
6.1
Iden0fy
and
solve
issue
or
problem
6.2
Determine
equipment
problem
(Service
and
Repair)
6.3
Determine
collec0ons
problems
/
reinstate
account
/
reac0vate
service
6.4
Return
or
exchange
device
6.5
Obtain
issue
status
/
resolu0on
7.1
Receive
follow-­‐up
support
and
proac0ve
treatment
7.2
Disconnect
7.3
Renew
contract
7.4
Change
account
/
device
/
plan
7.5
Provide
new
offers
(up-­‐
sale/cross-­‐sale)
Execution of Brand Promise!
KeyInteractions(MOTs)!
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7. The Customer Experience Journey Map – B2B
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Implementa0on
& Ac0va0on
Install
Need /
Buy
use
Pay
Bill
Seek
Help
Renew/
Modify/
Disconnect
Aware /
Learn
Customer
Lifecycle
Customized
Solu0on
Immediate
Issue
Resolu0on
Transparent
Billing
Simple
ordering &
Installa0on
process
Reliable
Service
Seamless
transi0on to
service
Innova0ve &
Advantageous
Value for the
money
1. Key Customer’s Expecta0ons
2. Moments Of Truth
1.1
Hear
about
Co.
1.2
Learn
about
Co.
solu0ons/
products
1.3
Aending
an
event
1.4
Aend
a
test/
simula0on
2.1
Discuss
requirements
with
Sales
Director/Eng.
2.2
Receive
proposal
2.3
Nego0ate
contract
Sign
contract
3.1
Project
Kick
Off
(SD
Journey)
3.2
Pay
deposit
&
order
material
3.3
Installa0on
3.4
Test
&
acceptance
4.1
Implementa0on
test
4.2
Service
Induc0on
workshop
4.3
Installa0on
4.4
Handover
to
NOC
5.1
Service
availability
5.2
SLA
report
results
5.3
Proac0ve
communica0on
6.1
Check
Bill
6.2
Receive
outage
credit
6.3
Pay
bill
7.1
Tutorials
&
training
7.2
Contact
number
for
issues
7.3
Billing
ques0ons
7.4
Maintenance
request
8.1
Renewal
Process
8.2
Disconnect
process
8.3
Compare
with
compe0tors
Brand & Posi0oning
Sales Process
Welcome experience, Ordering process,
Delivery & Fulfillment process
System availability
& Reliability
Billing, Payments &
Outage credits
Ques0ons &
Issue resolu0on
Reten0on Management
Touch-
points

8. Conversa0on Topics
8
Deciding
what
to
measure
and
what
is
essen0al
to
the
customer’s
experience.
Overcoming
the
challenges
associated
with
measuring
the
CE
across
mul0ple
touch
points.
Evalua0ng
measurement
results
in
order
to
iden0fy
key
areas
for
improvement.
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9. Touch Point Mix Mapping
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10. Touch Point Key Enablers
10
People
Processes
Technology
Employee
engagement
is
key
for
consistency
across
Touch
points
Build
processes
around
the
Customer
Journey
regardless
the
channel
Design
experience
first
and
then
choose
technology
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11. Good Advice…
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12. Conversa0on Topics
12
Deciding
what
to
measure
and
what
is
essen0al
to
the
customer’s
experience.
Overcoming
the
challenges
associated
with
measuring
the
CE
across
mul0ple
touch
points.
Evalua0ng
measurement
results
in
order
to
iden0fy
key
areas
for
improvement.
DO NOT COPY - PROTECTED INFORMATION

13. The Customer Experience is in 3D
13
• Iden0fy Customer
impac0ng business
metrics
• Re-­‐define KPI
formulas around CE
KPI
• Review quality
monitoring criteria
across touch points
• Test processes
against the Customer
Journey
QoE
• Measure Loyalty
instead of
sa0sfac0on & overall
VOC
• Compare your CE
capabili0es against
the compe00on
Loyalty
13
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14. Customer Experience Business Impacts
14
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15. Customer loyalty Metric (NPS) is highly
correlated to aquisi0on and deac0va0on
15
B2B
Correlations
Gross Adds & Churn vs. NPS
r = 0,80
r = 0,94
Handsets(1000)
NPS
r = 0,85
r = 0,91
B2C
Handsets(1000)
NPS
15

16. Correla0on Experience & Conversion Rates
16
16

17.
CE Capabili0es Maturity Model -­‐ B2C
17
17
Maturity Stages
Informa0on difficult to
obtain
Reduced model with
limited need for
explana0on and
moderate selfservice
Simple model without
too much explana0on
required. Selfservice
Documenta0on
required to purchase is
exagerated and limited
available stock
Company does not sell
the company buys.
SelfService
Delivery and ac0va0on
reference window and
discrepancies with
delivered vs purchased
Self installa0on of
some services and
reduced amount of
defects
Over the air installa0on
and updates. Plug &
Play
Efficient indoor &
outdoor coverage and
iden0fied service gaps
Op0mal indoor &
outdoor coverage
Elimina0on of known
issues with the service
Consistent service
delivery with
impercep0ble errors.
Self diagnos0cs
Complex bill with
unexpected charges
and limited complaint
op0ons
Complex bill but
available to visualize
on-­‐line
Simplified bill,
extended alterna0ves
for billing and
payments
Easy to understand bill,
payment programmed,
easy to recharge
prapaid
Promises to solve
issues not fulfilled, No
communica0on on
issue resolu0on status
Standard resolu0on to
issues and structured
solu0ons. Commitment
to resolu0ons
Reduced amount of
issues but the solu0ons
are available and
immediate
Difficult cancella0on
and no offers available
Easy cancella0on and
reten0on based on
economic offers
Easy cancella0on
process, no reten0on
only analysis on reason
to eliminate
Some products
available in selfservice
channels. Reduced red
tape purchase process
No need to contact the
overall experience is
posi0ve and easy to do
business with
Mature informa0on
model with emphasis
in certain channels
Established delivery
windowfor some of the
products
Elimina0on of
requirements not
needed and
developed stock
models
Cancella0on process
available in different
channels but
challenging access
Quality of informa0on
is different according
to each channel
Documenta0on
required to purchase
needed and stocks are
managed in each point
of sale
Generic delivery and
ac0va0on of products
& services
Limited indoor &
outdoor coverage and
no0ceable service
issues
Complex bill with
unexpected charges
not previously
disclosed and no
access to
on-­‐line bill
Different reolu0on
alterna0ves per
channel with limited
standard resolu0on
pamerns & SLAs
Difficult cancella0on
process with limited
offers for obsolete
devices
Very limited indoor
and outdoor coverage
and limited footprint.
Severe service issues
Leader
Laggard
Average
Posi0on
Aware / Learn
Need / Buy
Ac0vate
Pay Bill
Renew / modify /
disconnect
Use
Seek Help
Immature
Develop
Prac0ce
Op0mize
Best-­‐in-­‐Class
17
Region 1

18.
CE Capabili0es Maturity Model -­‐ B2C
18 18
Maturity Stages
Informa0on difficult to
obtain
Reduced model with
limited need for
explana0on and
moderate selfservice
Simple model without
too much explana0on
required. Selfservice
Documenta0on
required to purchase is
exagerated and limited
available stock
Company does not sell
the company buys.
SelfService
Delivery and ac0va0on
reference window and
discrepancies with
delivered vs purchased
Self installa0on of
some services and
reduced amount of
defects
Over the air installa0on
and updates. Plug &
Play
Efficient indoor &
outdoor coverage and
iden0fied service gaps
Op0mal indoor &
outdoor coverage
Elimina0on of known
issues with the service
Consistent service
delivery with
impercep0ble errors.
Self diagnos0cs
Complex bill with
unexpected charges
and limited complaint
op0ons
Complex bill but
available to visualize
on-­‐line
Simplified bill,
extended alterna0ves
for billing and
payments
Easy to understand bill,
payment programmed,
easy to recharge
prapaid
Promises to solve
issues not fulfilled, No
communica0on on
issue resolu0on status
Standard resolu0on to
issues and structured
solu0ons. Commitment
to resolu0ons
Reduced amount of
issues but the solu0ons
are available and
immediate
Difficult cancella0on
and no offers available
Easy cancella0on and
reten0on based on
economic offers
Easy cancella0on
process, no reten0on
only analysis on reason
to eliminate
Some products
available in selfservice
channels. Reduced red
tape purchase process
No need to contact the
overall experience is
posi0ve and easy to do
business with
Mature informa0on
model with emphasis
in certain channels
Established delivery
windowfor some of the
products
Elimina0on of
requirements not
needed and
developed stock
models
Cancella0on process
available in different
channels but
challenging access
Quality of informa0on
is different according
to each channel
Documenta0on
required to purchase
needed and stocks are
managed in each point
of sale
Generic delivery and
ac0va0on of products
& services
Limited indoor &
outdoor coverage and
no0ceable service
issues
Complex bill with
unexpected charges
not previously
disclosed and no
access to
on-­‐line bill
Different reolu0on
alterna0ves per
channel with limited
standard resolu0on
pamerns & SLAs
Difficult cancella0on
process with limited
offers for obsolete
devices
Very limited indoor
and outdoor coverage
and limited footprint.
Severe service issues
Leader
Laggard
Average
Posi0on
Aware / Learn
Need / Buy
Ac0vate
Pay Bill
Renew / modify /
disconnect
Use
Seek Help
Immature
Develop
Prac0ce
Op0mize
Best-­‐in-­‐Class
Region 2
18

19. Developing Ac0on Plans around the Customer
19 19
Prototypes
Customer Journey

20. Key Take Aways…
1. Leadership commitment is a key component
in your CE efforts
2. Engage the organization by mapping the
Customer Experience Journey and
identifying the Moments of Truth
3. The CE measurements are in 3D.
4. Bring the Customer insights into action by
building cross- functional teams for the CE
implementations…Break silos
20
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21. 21
Let’s
keep
the
conversa0on
going…
Patricia
Davidson
Pat_davidson72@yahoo.com
Phone:
571-­‐436-­‐0041
pat_davidson72@yahoo.com
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22. Appendix
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23. 23
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24. Customer Journey Examples
24
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