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Kinesis CEM, LLC
Research Tools to Monitor Planned Interactions Through the Customer Life Cycle
https://blog.kinesis-cem.com/2015/05/19/research-tools-to-monitor-planned-interactions-through-the-customer-life-cycle/
Eric Larse is co-founder of Seattle-based Kinesis, which helps companies plan and execute their customer experience strategies.
Mr. Larse can be reached at elarse@kinesis-cem.com.
http://www.kinesis-cem.com
kinesis-cem.com 206.285.2900 info@kinesis-cem.com
Research Tools to Monitor
Planned Interactions Through
the Customer Life Cycle
Increase Customer
Profitability
Up-Selling & Cross-
Selling
Planned
Service
Interactions
Triggered by Changes in:
- Customer Purchasing Patterns
- Account Usage
- Financial Situation
- Family Profile
- etc.
Planned
Service
Interactions
Key to Planned
Interactions is
Appropriateness
Managers Need to Align
Execution Quality
(Cause) to Customer
Impressions (Effect)
Planned
Service
Interactions
Test Cause and Effect
How do customers
respond to planned
interactions?
Research
Planned
Interactions
Ask yourself, what
customer interactions are
planned based on
customer behavior?
- Map the Process
- Research Objectives
- Informed Judgment of
How to Measure It
Define the
Campaign
Assume a brand has a
campaign to trigger
planned interactions
based on triggers from:
- Tenure
- Recency
- Frequency
- Share of Wallet
- Transaction Amount
For
Example
Planned interactions
are segmented into the
following phases of the
customer lifecycle:
For
Example Acquire
Onboard
Engage
Grow
Retain
Often it is instructive to
think of customer
experience research in
terms of the brand-
customer interface.
Brand
Customer
Interface
Back to Our
Model
Acquire
Onboard
Engage
Grow
Retain
Engagement
PhaseCustomer Side Brand Side
Post-Transaction Surveys Transactional Mystery
Shopping
Overall Satisfaction
Surveys
Alternate Delivery Channel
Shopping
Employee Surveys
Research Both Sides of
Brand-Customer
Interface
Growth
Phase Customer Side Brand Side
Awareness Surveys Cross-Sell Mystery
Shopping
Wallet Share Surveys
Research Both Sides of
Brand-Customer
Interface
Retention
PhaseCustomer Side Brand Side
Lost Customer Surveys Life Cycle Mystery
Shopping
Comment Listening
Research Both Sides of
Brand-Customer
Interface
Research without call to
action may be interesting,
but not very useful.
Regardless of the research
choices you make, be sure
to build call to action
elements into research
design.
Call to
Action
Link Observations to a
Dependent Variable:
Purchase Intent
Mystery
Shopping
Call to
Action
Test Effectiveness of
Onboarding By
Benchmarking Against:
- Would Recommend
- Customer Advocacy
- Primary Provider
Surveys
Call to
Action
The likelihood of the
customer
recommending the
brand to a friend
relative or colleague.
Would
Recommend
The extent to which the
customer agrees with
the statement, “you
care about me, not just
the bottom line?”
Customer
Advocacy
Does the customer
consider the brand their
primary provider for
similar services?
Primary
Provider

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Research Tools to Monitor Planned Interactions Through the Customer LifeCycle

  • 1. Kinesis CEM, LLC Research Tools to Monitor Planned Interactions Through the Customer Life Cycle https://blog.kinesis-cem.com/2015/05/19/research-tools-to-monitor-planned-interactions-through-the-customer-life-cycle/ Eric Larse is co-founder of Seattle-based Kinesis, which helps companies plan and execute their customer experience strategies. Mr. Larse can be reached at elarse@kinesis-cem.com. http://www.kinesis-cem.com kinesis-cem.com 206.285.2900 info@kinesis-cem.com Research Tools to Monitor Planned Interactions Through the Customer Life Cycle
  • 2. Increase Customer Profitability Up-Selling & Cross- Selling Planned Service Interactions
  • 3. Triggered by Changes in: - Customer Purchasing Patterns - Account Usage - Financial Situation - Family Profile - etc. Planned Service Interactions
  • 4. Key to Planned Interactions is Appropriateness Managers Need to Align Execution Quality (Cause) to Customer Impressions (Effect) Planned Service Interactions
  • 5. Test Cause and Effect How do customers respond to planned interactions? Research Planned Interactions
  • 6. Ask yourself, what customer interactions are planned based on customer behavior? - Map the Process - Research Objectives - Informed Judgment of How to Measure It Define the Campaign
  • 7. Assume a brand has a campaign to trigger planned interactions based on triggers from: - Tenure - Recency - Frequency - Share of Wallet - Transaction Amount For Example
  • 8. Planned interactions are segmented into the following phases of the customer lifecycle: For Example Acquire Onboard Engage Grow Retain
  • 9. Often it is instructive to think of customer experience research in terms of the brand- customer interface. Brand Customer Interface
  • 11. Engagement PhaseCustomer Side Brand Side Post-Transaction Surveys Transactional Mystery Shopping Overall Satisfaction Surveys Alternate Delivery Channel Shopping Employee Surveys Research Both Sides of Brand-Customer Interface
  • 12. Growth Phase Customer Side Brand Side Awareness Surveys Cross-Sell Mystery Shopping Wallet Share Surveys Research Both Sides of Brand-Customer Interface
  • 13. Retention PhaseCustomer Side Brand Side Lost Customer Surveys Life Cycle Mystery Shopping Comment Listening Research Both Sides of Brand-Customer Interface
  • 14. Research without call to action may be interesting, but not very useful. Regardless of the research choices you make, be sure to build call to action elements into research design. Call to Action
  • 15. Link Observations to a Dependent Variable: Purchase Intent Mystery Shopping Call to Action
  • 16. Test Effectiveness of Onboarding By Benchmarking Against: - Would Recommend - Customer Advocacy - Primary Provider Surveys Call to Action
  • 17. The likelihood of the customer recommending the brand to a friend relative or colleague. Would Recommend
  • 18. The extent to which the customer agrees with the statement, “you care about me, not just the bottom line?” Customer Advocacy
  • 19. Does the customer consider the brand their primary provider for similar services? Primary Provider