Seven Philosophies to build a great customer experience

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The document discusses seven philosophies for building a great customer experience. It states that great customer experiences 1) provide long-term competitive advantage, 2) exceed customer expectations in important areas, 3) are differentiated by stimulating planned emotions, 4) are enabled through inspirational leadership and empowered employees, 5) are designed from the outside-in considering the customer perspective, 6) generate revenue and reduce costs, and 7) embody the company brand by delivering on brand promises. The document is presented by Colin Shaw of Beyond Philosophy and promotes their customer experience consulting services.

The Seven Philosophies for Building a Great
Customer Experience

Colin Shaw
Founder, Beyond Philosophy

Beyond Philosophy © All rights reserved. 2001-2010 www.beyondphilosophy.com

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Beyond Philosophy © All rights reserved. 2001-2010 www.beyondphilosophy.com

The Beyond Philosophy Perspective

Customer Experience Thought leadership is Fourth book launched
is all we do! our differentiator in September 2010

Offices in London,
Atlanta with Partners in Links with Focus on the emotional side
Europe & Asia Academia of the Customer Experience

Beyond Philosophy © All rights reserved. 2001-2010 www.beyondphilosophy.com

We are Proud to Have Helped Some Great Organizations…

www.beyondphilosophy.com
Beyond Philosophy © All rights reserved. 2001-2010

85% of senior business leaders say that just
differentiating on the physical - traditional is no longer
sustainable…

Source: Marketing forum original
research

Beyond Philosophy © All rights reserved. 2001-2010 www.beyondphilosophy.com

Customer Experience Definition

A Customer Experience is an interaction between
an organization and a customer as perceived
through a Customers conscious and subconscious
mind. It is a blend of an organization‟s rational
performance, the senses stimulated and emotions
evoked and intuitively measured against customer
expectations across all moments of contact.

Beyond Philosophy © All rights reserved. 2001-2010 www.beyondphilosophy.com

Seven Philosophies for Building a Great Customer
Experience

Great Customer Experiences are:
1. A source of long-term competitive advantage

Beyond Philosophy © All rights reserved. 2001-2010 www.beyondphilosophy.com

Beyond Philosophy © All rights reserved. 2001-2010 www.beyondphilosophy.com

Seven Philosophies for Building a Great Customer
Experience

Great Customer Experiences are:
1. A source of long-term competitive advantage
2. Created by consistently exceeding Customers physical &
emotional expectations in areas that drive value

Beyond Philosophy © All rights reserved. 2001-2010 www.beyondphilosophy.com

“How well did we anticipate your
needs?”

Beyond Philosophy © All rights reserved. 2001-2010 www.beyondphilosophy.com

Anticipating my needs?

Beyond Philosophy © All rights reserved. 2001-2010 www.beyondphilosophy.com

Understanding the Customers Emotional Journey
using Moment Mapping®

+
Exceeding
emotional
expectations CP
CP
+
Enter EC Helped DVD EC Visit
Not They
the Welcome Wait with Wait the
working fix
Resort EC Reception bags CP pool
it

Failing
CP EC
emotional

_
expectations
Emotional Events
EC - Emotional Cookie

CP - Combustion Point

Beyond Philosophy © All rights reserved. 2001-2010 www.beyondphilosophy.com

“There‟s higher re-trade and higher new trade on
all of those. We‟ve seen something like a 20%
uptake over and above the „traditional‟ mail shot”.

Beyond Philosophy © All rights reserved. 2001-2010 www.beyondphilosophy.com

Why is Customer Experience important?

Construction company
Increased profits by 50%
Moved from 4th to 1st in market share

Electrical Retailer
Reduction in complaints by 20%
Increase levels of trust by 10%
3% increase in „like for like‟ sales.

Insurance company
76% to 6 % return calls – million calls of
calls
Moved from 73% to over 90% Customer
satisfaction
Telecoms – Business to Business
Cost savings of 36%
Increased revenues by 7%

Beyond Philosophy © All rights reserved. 2001-2010 www.beyondphilosophy.com

Stock Performance Indications

Compared the S&P 500 market index with the top 10 companies in the
Forrester's CE Index and the CE laggards. Between 2007 and 2009 .

Source: Watermark Consulting 2010.
Beyond Philosophy © All rights reserved. 2001-2010 www.beyondphilosophy.com

Questions?

• Colin.shaw@beyondphilosophy.com

London Office: 0207-917-1717
Atlanta Office: 1-678-638-6162

Beyond Philosophy © All rights reserved. 2001-2010 www.beyondphilosophy.com

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