In the age of rapid digitalisation and business transformation, knowing your customers in-depth and in real time, becomes a key game-changer. Providing a delightful customer experience (CX) is the end-goal that marketers pursue, but the journey can be challenging. This session discusses what it takes to re-design your customer experience and how you can get started.

1. 1
Re-Designing Your
Customer Experience
Lim Wee Khee
Chief, Digital Innovation & Design,
NUS-ISS
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Customer Experiences
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2. 2
Customer Service Vs Customer Experience
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Demands Of The Empowered Consumer
Transparency
Authenticity
Personalisation
Choices
Privacy
Security
Control
Convenience
Experience
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3. 3
Designed Experience
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How Much Extra Will You Pay For The Experience
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4. 4
What Is Valued In Customer Experience
Source : https://www.pwc.com/us/en/advisory-services/publications/consumer-intelligence-series/pwc-consumer-intelligence-series-customer-experience.pdf
Level of Importance
WorthPayingMoreFor
What Is Valued In Customer Experience
Source : https://www.pwc.com/us/en/advisory-services/publications/consumer-intelligence-series/pwc-consumer-intelligence-series-customer-experience.pdf
1. Efficiency
2. Convenience
3. Friendly service
4. Knowledgeable service
5. Human Interaction
1. Efficiency
2. Convenience
3. Friendly service
4. Knowledgeable service
5. Human InteractionLevel of Importance
WorthPayingMoreFor

5. 5
Uphill Task…
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Key Elements Of Great Customer Experience
• Empathy
• Human Touch
• Authentic
People
• Efficiency
• Speed
• Convenience
• Frictionless
Service
• AI
• Automation
• Virtual
assistant
Technology
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6. 6
Video
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Video Source : https://www.youtube.com/watch?v=QYcXTlGLUgE
#1 Mindset - Customer-Centric & Empathy
InsightsUnderstandingEmpathy
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Motivations
Needs
Pain points

7. 7
Human-Centric Research
• Interviews
• Focus Groups
• Observations
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#2 Understand Customer Journey
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Re-contract
New Device
Corporate Line
Share Plan
Ecommerce
Product website
Live Chat
Retail Store
Touchpoints
Customer Needs Experience
Customer Service
Hotline
Re-contract Mobile Line

8. 8
Customer Journey Map
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Journey : Re-contracting Mobile Line
3. Stages
4. Touchpoints
1. Customer Actions
5. Opportunities
2. Customer
Emotions
Emotions
Time
#2 – Review & Re-design Customer Journeys
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Journey : Re-contracting Mobile Line

9. 9
#3 Empower Employees For Human Touch
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Source : https://ritzcarltonleadershipcenter.com/about-us/about-us-foundations-of-our-brand/
The Employees Promise
1. I build strong relationships and create Ritz-Carlton guests for life.
2. I am always responsive to the expressed and unexpressed wishes and needs
of our guests.
3. I am empowered to create unique, memorable and personal experiences for
our guests.
4. I understand my role in achieving the Key Success Factors, embracing
Community Footprints and creating The Ritz-Carlton Mystique.
5. I continuously seek opportunities to innovate and improve The Ritz-Carlton
experience.
Example from Ritz-Carlton
#4 Leverage On Data
Visitors Behavioural Data
From Web Analytics
Social Media Listening
Social Media Tools & Platforms
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10. 10
Customer Satisfaction Survey (CSAT)
1. Existing customers’ satisfaction levels with various
organisational interactions
2. Compare experience against competitors
3. Gauge customers’ likelihood to continue relationship
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Insights From Net Promoter Score (NPS)
How likely is it that you would recommend my brand/product/service to a friend or colleague?
What's the most important reason for your score?
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11. 11
#5 Create Actions -
Customer Experience Involves Everyone
Collect
Customer
Feedback
Text Analysis
Identify root
causes / key
theme
Create
Actions for
respective
departments
Implement &
Monitor
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• Product Proposition
• Ecommerce Experience
• Delivery Proposition
• Service Proposition
Video - Leveraging Data For Customer Experience
Video : https://www.youtube.com/watch?v=UabyDU9Vx04
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12. 12
#Bonus - Unified View Of Customers
Customer Data Platform (CDP)
“An integrated customer database
managed by marketers that
unifies a company's customer data from marketing, sales and
service channels
to enable customer modeling and drive customer
experience.” - Gartner
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Customer Data Platform (CDP)
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Unified View of
Customers
- Transactional Data
- Behavioural Data
Sales
Service
Marketing
Customer Profiles &
Segments created real-
time
Personalised
Activation
across
Touchpoints
Source : https://www.hso.com/wp-content/uploads/2020/03/Buyer%E2%80%99s-guide-for-CDP.-Selecting-the-right-Customer-Data-Platform-for-your-organization.pdf
https://www.bcg.com/publications/2020/customer-data-platforms-personalization-within-reach
• Deeper customer understanding
• Speed
• Loyalty & retention
Integrate multiple
data sources Modelling, analysis, insights

13. 13
Re-Designing Customer Experience
• Use Customer Insights as a Vehicle for Innovation
• Re-Design the Customer Experience as a Competitive Advantage
for Business Transformation
Thank You!
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https://www.iss.nus.edu.sg/executive-education/discipline/detail/digital-
innovation-design