Customer experience surveys are typically company-focused more than customer-focused. This is why response rates are challenging. To maximize customer engagement, actionability, and value to all involved, re-design your voice-of-the-customer instruments to capture what matters most to customers, in the ways they prefer to share with you. See https://ClearAction.com

1. Why Surveys Aren’t Customer-Centric
in Measuring Customer Experience
1
LYNN HUNSAKER
CHIEF CUSTOMER OFFICER

2. ClearAction Continuum
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What is Customer-Centric?
all other concerns
centric:
having a specific thing
as the focus of attention
& efforts

3. ClearAction Continuum
3© Copyright ClearAction Continuum. All rights reserved.
59%
75%
Our Service is
Above-Average
Your Service
Left Me
Somewhat
to Extremely
Dissatisfied
Are You Really Customer-Centric?

4. ClearAction Continuum
4© Copyright ClearAction Continuum. All rights reserved.
Emotional
Functional
Desired
Outcome
What the Customer Buys
Need
Awareness
Need
Extinction
Circumstances
Customer’s World
• 95% unconscious thought,
emotion and learning
• 80% non-verbal
• 50-150 emotional and functional
automatic evaluations
• CX duration defined by customer
• Desired outcome, duration, and
evaluations differ by circumstance
• Present & future ≥ the past
• Other roles as buyer weigh-in
• “Competitors” are all available alternatives
What’s the Customer’s Perspective?

5. ClearAction Continuum
5© Copyright ClearAction Continuum. All rights reserved.
Design Surveys About the Customer’s World
• Use metaphor research to identify
• What really matters to customers
• Personal & social emotional implications
• How they arrange their expectations subconsciously
• Use circumstance-focused desired outcome research to discover
customers’ 50-150 automatic evaluations (built-in metrics of value)
• Find ways to monitor
• The full duration of the customer’s experience
• Customer confidence in the present & future
• Alternatives the customer has toward the desired outcome
Notes on Making Surveys Customer-Centric

6. ClearAction Continuum
6© Copyright ClearAction Continuum. All rights reserved.
Company’s World
• Secure jobs, investors,
internal satisfaction
• Functional specialization
• Features, attributes, brand
CX Enablers
Customer’s World
• Use your service or product
with or for something
• Wouldn’t buy if didn’t have to
• Easiest & nicest to get & use
CX Outcomes
What is a Customer-Centric Survey?

7. ClearAction Continuum
7© Copyright ClearAction Continuum. All rights reserved.
Product Service
Business Model
Affinities Convenience
Policies Processes
Culture
Emotional
Functional
Desired
Outcomes
What Customer Buys
Means-to-an-End
Firm’s Solution
Need
Awareness
Need
Extinction
Circumstance
What are the Customer Experience Enablers?

8. ClearAction Continuum
8© Copyright ClearAction Continuum. All rights reserved.
Customer Experience Spectrum is More Than Touch-points
Need
Awareness
Need
Extinction
Initiating
Situation
Considering
Needs
Identifying
Alternatives
Evaluating
Alternatives
Initial
Assessment
Additional
Information
Decision
Process
Sales
Contact
Word-of-Mouth, Ads
Social Media, Website
Ordering
Activities
Fulfillment
Activities
Problem Resolution
Cross-Sell, Community
Initial Use
Experience
Integration with
Other Solutions
Familiarization
& Learning
Adaptation,
Extension,
Disposal
Usage Steps
Explore the Entire Customer Experience

9. ClearAction Continuum
9© Copyright ClearAction Continuum. All rights reserved.
Gatekeepers:
Control the flow of info
to others in the buying center
Deciders:
Actually choose the products
Buyers:
Select suppliers &
negotiate terms of purchase
Influencers:
Help develop the specs
& evaluate products
Users:
Actually use the products
Initiators:
Request the products Approvers:
Authorize the proposal
B2B Influences
On Buy Decision
Monitor Forces on the Customer’s World

10. ClearAction Continuum
10© Copyright ClearAction Continuum. All rights reserved.
Notes on Making Surveys Customer-Centric
• Focus on customer experience outcomes, not enablers
• Map CX enablers (legacy survey data) to desired outcomes
• Resist the temptation to ask customers about enablers
• Expand customer experience enablers mapping
• Product, service, business model, conveniences, affinities
• Policies, processes, culture
• Suppliers, channel, alliances, partners
• Keep a pulse on behind-the-scenes forces
• Additional steps leading to and from touch-points
• Players in the full supply chain
• Players in multiple-influencer decision-making

11. ClearAction Continuum
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ClearAction.com/store
If You Like These Concepts, Get the Book!
>30 Tools &
Techniques
Step-by-Step
Guidelines

12. ClearAction Continuum
12
ClearAction Continuum
12
See the rest of this presentation in
 GETTING & KEEPING CUSTOMERS
 DRIVING GROWTH & INNOVATION
 DATA & METRICS THAT WORK
 CREATIVITY WITHIN BOUNDARIES
 DRIVING ACCOUNTABILITY & COMMITMENT
 GETTING EVERYONE ON THE SAME PAGE
Join today:
https://ClearAction.com/value-exchange
Ask for a demo:
Success@ClearAction.com

13. ClearAction ContinuumClearAction Continuum
13
Increase: Maximize: Decrease:
• Follow-through
• Ability to prioritize
• Productivity of resources
• Employee engagement
• Strategic vs. tactical work
• Resource acquisition
• Stakeholder satisfaction
• Stakeholder cooperation
• Team collaboration
• Right the first time
• Job satisfaction
• Continuity
• Project stalls
• Duplicated resources
• Redundant efforts
• Rework
• Employee turnover
• Alliance workloadAlignment (bridging silos) is the
next frontier in CX ROI
Design of ClearAction Value Exchange based on research with American Express, Aon, Apple, Ariba,
Clorox, Covidien, Eli Lilly, Global Foundries, HP, Microsoft, NVIDIA, SAP and beta-testing with many others
ClearAction Value Exchange KPIs are multipliers on your CX investments
SaaS for real-time
personalized action plans
to tackle these silos
30-minute bites
AI-curated resources
DIY and interactive
VP-level to intern-level
Shared vision
Collective capability
© 2019 ClearAction Continuum.

14. ClearAction Continuum
ClearAction Continuum closes the brand-customer gap.
ClearAction Value Exchange members in marketing
& customer experience, care & success roles access
real-time, 24x7, bite-sized personal solutions to
navigate silos for customer value performance
ClearAction Advisory clients strategically
operationalize marketing & customer experience
for scalability, resource productivity & enduring
customer value performance
1414
Customer value performance momentum
© 2019 ClearAction Continuum.
ClearAction Continuum

15. ClearAction Continuum
Ask about customer value performance momentum
ClearAction Continuum
15
DNA MASTER PLAN™
STRATEGIC RENEWAL™
CLEARACTION VALUE EXCHANGE™
DNA ACTIVATION™
MARKET RESPONSIVENESS INDEX™
DX AGILITY™
DNA TRANSFORMATION™
DX ALTITUDE™
RACE™
(RAPID ANALYTICS CUSTOMER ENVIRONMENT)
VOX MODERNIZED™
VOX ACTIONABILITY™
SHARKTΛINK™
CX growth aspirations:
 Business results via trust-building
 Consistency via silo-bridging
 All-employee engagement
 Prevention and anticipation
 CX as managerial context
 Profit impact in daily decisions
https://clearaction.com/customer-centered-business-10-keys-organic-growth/© 2019 ClearAction Continuum.
Success@ClearAction.com

16. ClearAction Continuum
16
ClearAction Continuum
We’re honored to influence these companies
PARTIAL LIST OF CLIENTS
© 2019 ClearAction Continuum.

17. ClearAction Continuum
17
ClearAction Continuum
ClearAction clients’ experiences
Because each of the ClearAction
team members managed CX in B2B
for a number of years, they provided
personal examples and practical
tools that could be implemented right
away. It was incredibly beneficial for
us to work with them for several
occasions. They elevated our
collective knowledge and helped us
achieve a higher level of CX maturity.
– A. Chu, Dir Customer Experience
ClearAction is an expert in business
operations and has been an
invaluable resource for us to learn
best-practices in many areas. They
taught us things that would not
readily cross our minds, but after they
explain, it makes total sense, and this
increased our efficiency and
accuracy in many areas. I highly
recommend ClearAction.
– K. Van Diepen, Dir Marketing Communications
ClearAction has been at the forefront
of helping companies like ours
reduce chaos, maximize resources
and achieve impactful results.
They’ve provided mission-critical
guidance to begin the process of
building a strong marketing
operations function that supports our
company’s growth, scale and
continuous improvement objectives.
– K. Chalmers, Dir Marketing Operations
© 2019 ClearAction Continuum.

18. ClearAction Continuum
Customer value performance momentum