The document introduces customer experience (CX) concepts, emphasizing the importance of purposefully designing customer journeys and aligning the entire organization around these efforts. It distinguishes between CX leaders and laggards based on performance metrics, indicating that successful CX practices include metrics, mapping, and benchmarking. Additionally, it underscores the necessity for ongoing learning, feedback, and co-creation in optimizing customer experiences.

1. © TribeCX Ltd 2017
Introduction to Customer Experience:
Customer Journey Mapping and Best Practices
QuestionPro, TribeCX Ltd
August 2017

2. Vivek Bhaskaran, CEO David Hicks, CEO
Speakers

3. QuestionPro Customer Experience intelligence software to build
better customer relationships with people who are your customers
to grow customer lifetime value

4. TribeCX Founders: Globally recognized leading CX Practitioners
Best practice CX calibration & capability development
CX toolkit & remote support
Practitioner led: outcome focused
Calibrate your CX @ www.TribeCX.com
TribeCX: Brief Intro

5. Agenda: Practical advice to get into action
• Definition of Customer Experience
• Customer Mapping
• Customer Metrics
• Benchmarking
• Next Steps

6. Customer experience is “a blend of a company’s rational performance and the emotions
evoked in all the interactions with the customer, across all touch points”
Overview: Customer Experience - Definition

7. Consistently great experiences don’t happen by chance.
They are the outcome of deliberately designed customer journeys.
The challenge is to get the entire business aligned behind a purposely designed experience that is
persistently and consistently delivered
Customer Experience - Definition

8. “People will forget what you said, people will forget
what you did, but people will never forget how you
made them feel”.
- Maya Angelou
Design for emotions
© TribeCX Ltd 2017

9. Purposefully designed
end-to-end CX drives
improvements in:
• Business Efficiency
• Customer Effectiveness
Customer Experience Leaders Outperform
© TribeCX Ltd 2017
Customer Experience
Laggards -38.7%
S&P 500 Index
16.2%
Customer Experience Leaders
45.1%
Customer Experience Laggards
-38.7%
Watermark defines Customer Experience Leaders and Laggards as the top ten and bottom ten rated public companies in Forrester Research 2007 – 2016 Customer Experience Index studies.
Comparison is based on performance of equally – weighted, annually adjusted stock portfolios of Customer Experience Leaders and Laggards relative to the S&P 500 index.

10. Fix
Standardise
Embed
Time
Customerexperiencequality
Tactical actions are not enough: It ALL needs to work
Functionally driven tactical
Experience improvements
will only get you a limited way
Concerted cross business effort to
purposefully design Experience and
align the organization to deliver it
Optimise
Develop core CX capabilities
Source: Bain & Forrester 2016
© TribeCX Ltd 2017

11. Most organizations have a long way to go
© TribeCX Ltd 2017

12. 12
Just start…it’s a journey!
Strategy/Vision
Tactics/Design
Ethos/Culture
Learning/Feedback
© TribeCX Ltd 2017

13. The CX approaches used by successful companies:
Metrics
Mapping
Benchmarking
© TribeCX Ltd 2017

14. The Emirates Journey
Just start…it’s a journey!
© TribeCX Ltd 2017

15. © TribeCX Ltd 2017
Customer Experience is now a Competence -
not a Function

16. Customer Experience
is now in our DNA
A Perfect Product
Delivered by Caring People
In a Timely Fashion
Supported by Effective Problem Resolution Processes
© TribeCX Ltd 2017

17. © TribeCX Ltd 2017

18. 18
© TribeCX Ltd 2017

19. 19
© TribeCX Ltd 2017

20. © TribeCX Ltd 2017
Staying in front:
Co-creation
Differentiation
Premium Pricing

21. 21
© TribeCX Ltd 2017

22. Like to read more …?
REPRINT H03D2O
PUBLISHED ON HBR.ORG
DECEMBER 28, 2016
ARTICLE
CUSTOMERS
The Most Common
Reasons Customer
Experience Programs
Fail
by Ryan Smith and Luke Williams
Join TribeCX Linked in group
© TribeCX Ltd 2017

23. The CX approaches used by successful companies:
Metrics
Mapping
Benchmarking
© TribeCX Ltd 2016
© TribeCX Ltd 2017

24. © TribeCX Ltd 2017
Use Mapping to Diagnose E2E Journey

25. Customer Journey Mapping: How to do it?
© TribeCX Ltd 2017

26. Client Services
MOT
Pain Point
Both
Review all current Customer
Metrics to ensure they align
with key areas for customers
Customer Journey Mapping: Best Practices
Source: Mulberry Consulting 2014
© TribeCX Ltd 2017

27. Customer Journey
Time Values
Recognition
Values
Comfort
Values
Confidence Values
Safety Values
Freedom/
Control
Values
Tension
Frustration
Makers
Breakers
Post Flight
The
Customer
Experience
Travel to
Destination
Disembar
k
Pass
through
Security
Pass
through
Security
© TribeCX Ltd 2017

28. © TribeCX Ltd 2017
Customer
Journey
Mapping:
Best Practice

29. © TribeCX Ltd 2017
Customer
Journey
Mapping:
Best Practice

30. Want to learn more?
Just starting, already underway, or expert?
Join our global vibrant community on LinkedIn to learn more
© TribeCX Ltd 2017
Check out www.TribeCX.com

31. We can help:
Best practice CX calibration & capability development
CX toolkit & remote support
Practitioner led : outcome focused
Calibrate your CX @ www.TribeCX.com

32. Questions?
David Hicks
Tel: +1 347 227 5182
David.Hicks@tribecx.com
www.tribecx.com
@TribeCX
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T: +1 347 227 5182
Vivek Bhaskaran
Vivek.bhaskaran@questionpro.com
www.questionpro.com
@QuestionPro