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360 Degree Customer Experience: A Practical Approach to Holistic CX

suitecx
suitecx

What is a 360 degree customer experience? One that takes into account the whole customer and not just bits and pieces. Surveys, clickstream data, NPS, etc., are only pieces of the overall CX puzzle. This deck explores the pros and cons of each, and suggests methods to achieve that 360 degree view of the customer.

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360o	
  Customer	
  Experience:	
  
A	
  Prac7cal	
  Approach	
  to	
  
Holis7c	
  CX	
  
Data	
  University	
  2/13/15	
  
©2015	
  suitecx	
  –	
  Confiden7al	
  
Customer	
  Experience:	
  All	
  the	
  cool	
  kids	
  say	
  they	
  are	
  doing	
  it	
  
2	
  
©2015	
  suitecx	
  –	
  Confiden7al	
  
But	
  what	
  is	
  “it”?	
  
3	
  
©2015	
  suitecx	
  –	
  Confiden7al	
  
Is	
  it	
  Voice	
  of	
  the	
  Customer?	
  
4	
  
©2015	
  suitecx	
  –	
  Confiden7al	
  
Is	
  it	
  Voice	
  of	
  the	
  Customer?	
  
5	
  
ü  Surveys  and  feedback  can  capture  quan3ta3ve  and  qualita3ve  informa3on  
around  the  company,  its  products  and  its  services
ü  Programma3c  approach  can  be  used  over  3me  for  sta3s3cally  valid  research
ü  Can  be  executed  cost  effec3vely
ü  Has  some  emo3onal  and  ra3onal  elements
ü  If  used  in  conjunc3on  with  Voice  of  the  Employee  it  can  provide  a  point/  
counterpoint  view
ü  Doesn’t  capture  a  full  sample  of  your  universe  –  only  certain  segments  
actually  respond  to  ques3onnaires  so  you  may  be  missing  some  voices
ü  Doesn’t  capture  what's  happening  along  the  lifecycle  –  people  tend  to  
remember  their  last  touch
ü  Can’t  be  totally  transparent  -­‐  ques3ons  can  be  carefully  craLed  to  elicit  
responses
ü  Doesn’t  totally  tell  the  whole  truth  –  what  people  say  and  what  they  DO  is  
oLen  different
ü  Doesn’t  capture  emo3onal  nuances
©2015	
  suitecx	
  –	
  Confiden7al	
  
Is	
  it	
  a	
  clickstream?	
  
6	
  
Overall  naviga3on  
paNerns  in  travel  
remain  complex,  right  
up  un3l  the  moment  
of  purchase.

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360 Degree Customer Experience: A Practical Approach to Holistic CX

  • 1. 360o  Customer  Experience:   A  Prac7cal  Approach  to   Holis7c  CX   Data  University  2/13/15  
  • 2. ©2015  suitecx  –  Confiden7al   Customer  Experience:  All  the  cool  kids  say  they  are  doing  it   2  
  • 3. ©2015  suitecx  –  Confiden7al   But  what  is  “it”?   3  
  • 4. ©2015  suitecx  –  Confiden7al   Is  it  Voice  of  the  Customer?   4  
  • 5. ©2015  suitecx  –  Confiden7al   Is  it  Voice  of  the  Customer?   5   ü  Surveys  and  feedback  can  capture  quan3ta3ve  and  qualita3ve  informa3on   around  the  company,  its  products  and  its  services ü  Programma3c  approach  can  be  used  over  3me  for  sta3s3cally  valid  research ü  Can  be  executed  cost  effec3vely ü  Has  some  emo3onal  and  ra3onal  elements ü  If  used  in  conjunc3on  with  Voice  of  the  Employee  it  can  provide  a  point/   counterpoint  view ü  Doesn’t  capture  a  full  sample  of  your  universe  –  only  certain  segments   actually  respond  to  ques3onnaires  so  you  may  be  missing  some  voices ü  Doesn’t  capture  what's  happening  along  the  lifecycle  –  people  tend  to   remember  their  last  touch ü  Can’t  be  totally  transparent  -­‐  ques3ons  can  be  carefully  craLed  to  elicit   responses ü  Doesn’t  totally  tell  the  whole  truth  –  what  people  say  and  what  they  DO  is   oLen  different ü  Doesn’t  capture  emo3onal  nuances
  • 6. ©2015  suitecx  –  Confiden7al   Is  it  a  clickstream?   6   Overall  naviga3on   paNerns  in  travel   remain  complex,  right   up  un3l  the  moment   of  purchase.
  • 7. ©2015  suitecx  –  Confiden7al   Is  it  a  clickstream?   7   ü  Shows  actual  clicks  and  behaviors  as  someone  passes  through  the  digital   environment ü  Tracks  3me  and  depth  (#  pages  viewed) ü  Can  be  correlated  with  other  channels  such  as  email ü  Can  capture  promo  codes  or  other  aNribu3on  elements ü  If  you  are  ID’d  you  can  dynamically  test  and  manage  1:1  ac3ons ü  Doesn’t  show  intent/measure  emo3ons ü  Doesn’t  capture  the  en3re  process ü  Can’t  understand  the  ‘human  element’  –  why  did  they  do  what  they  did ü  Can’t  track  offline  ac3ons  or  influences ü  Can’t  see  before  and  aLer  ac3ons ü  Can’t  track  across  mul3ple  browsers  and  browser  tabs ü  Can’t  see  any  ac3vity  on  other  devices.
  • 8. ©2015  suitecx  –  Confiden7al   Is  it  NPS?   8  
  • 9. ©2015  suitecx  –  Confiden7al   Is  it  NPS?   9   ü  Provides  a  moment  in  3me  quan3ta3ve  view  of  the  rela3onship ü  Gives  ability  to  track  over  3me  for  trends ü  Allows  a  company  to  marshal  resources  to  act  upon  improvement  of  the   customer  experience ü  Is  benchmarked  in  many  industries  and  company  segments,  sizes ü  Simple  and  easy  –  one  ques3on    -­‐  no  fieldwork ü  Theore3cally  has  emo3onal  and  ra3onal  response ü  Lacks  ability  to  iden3fy  and  act  upon  the  overarching  drivers  of  customers’   responses  –  they  are  in  the  moment ü  Doesn’t  tell  you  if  they  really  DID  refer  –  you  can  get  off  the  hook  preNy   easily ü  It’s  asked  aLer  a  whole  process  is  done  –  few  actually  track  at  a  granular  level ü  Star3ng  to  cause  some  ‘NPS  fa3gue’  for  both  customers  and  employees ü  Doesn’t  necessarily  work  across  all  cultures ü  Link  between  company  growth  and  NPS  is  being  contested
  • 10. ©2015  suitecx  –  Confiden7al   Is  it  Social  Media?   10  
  • 11. ©2015  suitecx  –  Confiden7al   Is  it  Social  Media?   11   ü  With  such  a  large  amount  of  informa3on  posted  on  social  media  sites  it  is   highly  likely  that  someone  will  be  talking  about  your  brand  somewhere ü  Social  media  offers  a  large  accessible  sample  size ü  Social  media  presents  fresh  and  organic  feedback,  great  for  early  explora3on   into  a  subject ü  Customers  talk  freely  about  their  interests  without  the  constraints  of   specifically  answering  an  interviewer’s  ques3on ü  A  researcher  can  filter  for  informa3on  they  are  specifically  interested  in.   ü  Can  be  more  3me-­‐effec3ve  than  tradi3onal  observa3onal  research,  where  a   researcher  would  have  to  wait  for  the  specific  informa3on  to  emerge ü  The  feedback  provided  may  not  be  very  well  considered  because  of  the   environment  it  is  delivered  in ü  Its’  anonymous  so  it  could  encourage  extremes  of  opinion   ü  You  can’t  tell  who  you  are  listening  to  easily  –  not  easy  to  3e  back  to  your   segments,  making  it  less  ac3onable ü  Can’t  follow  up  to  ask  further  ques3ons  or  to  probe  deeper  if  your  weren’t  in   the  conversa3on  to  begin  with ü  Concerns  about  privacy
  • 12. ©2015  suitecx  –  Confiden7al   Is  it  Big  Data?   12  
  • 13. ©2015  suitecx  –  Confiden7al   Is  it  Big  Data?   13   ü  Powerful  –  can  look  at  wide  range  of  informa3on ü  If  you  have  the  data  and  ask  the  right  ques3ons  you  will  know  with   reasonable  certainty,  the  answers ü  With  the  right  tools,  a  vast  amount  of  data  can  be  processed  in  a  small   amount  of  3me  to  provide  insights ü  Can  be  used  to  predict  outcomes ü  It  takes  good  data  and  skill  sets  to  mine  it  to  accurately  answer  your   ques3ons ü  You  need  data  from  every  part  of  the  lifecycle  –  some3mes  that’s  hard  to   get  in  face  to  face  or  call  center  transac3ons ü  Not  a  good  emo3onal  barometer ü  Cant  follow  up  to  ask  further  ques3ons  or  to  probe  deeper
  • 14. ©2015  suitecx  –  Confiden7al   What  is  the  missing  factor  in  each  of  these  “its”?   14  
  • 15. ©2015  suitecx  –  Confiden7al   The  objec7ve  –  a  360o  Customer  Experience     15  
  • 16. ©2015  suitecx  –  Confiden7al   360o  Experience  Mapping  pulls  it  all  together   16  
  • 17. ©2015  suitecx  –  Confiden7al   All  of  the  “its”  are  inputs  to  the  360o  puzzle   17  
  • 18. ©2015  suitecx  –  Confiden7al   360o  Experience  Mapping  Examples     18  
  • 19. ©2015  suitecx  –  Confiden7al   360o  Experience  Mapping  Examples     19  
  • 20. ©2015  suitecx  –  Confiden7al   360o  Experience  Mapping  Examples     20  
  • 21. ©2015  suitecx  –  Confiden7al   It  takes  a  combina7on  of  tools  and  teams  in  an  itera7ve   process   Technology  allows  you  to  beNer  express   your  findings It  shortens  the  3me  to  present  different   views  and  opinions It  doesn’t  imbue  any  knowledge  or   experience  –  that  comes  from  you It  helps  share,  collaborate  and  present   your  insights  and  best  prac3ces  up  and   down  the  corporate  ladder Provides  business  acumen Provides  innova3on Helps  envision  of  what  companies   need/want  to  achieve Pulls  in  best  prac3ces  and  achievable   improvement   Knows  the  right  ques3ons  to  the  right   people  to  uncover  opportuni3es The  Tools The  Team
  • 22. ©2015  suitecx  –  Confiden7al   Start  by  crea7ng  a  wide  and  broad  lifecycle  framework   •  Outside  in  from  the  customers  view  is  a  great  way  to  start  your   improvement  ini7a7ves   •  Use  lifecycle  as  your  ‘top  line’  for  all  of  your  data  to  provide  a   context  for  every  element  you  pull  in     •  Iden7fy  your  interac7ons  at  a  granular  level   •  Start  collec7ng  all  of  your  disparate  data/emo7ons/actors/pain   points,  moments  of  truth  and  metrics  at  the  interac7on  points   •  Look  at  them  from  a  holis7c  view  for  general  insights   •  Use  all  of  the  techniques  and  technologies  discussed  against  this   framework  to  get  the  most  out  of  all  of  them     22  
  • 23. ©2015  suitecx  –  Confiden7al   Use  your  big  data  (or  your  regular  data)   •  Compile  your  data  to  reflect  the  customer  lifecycle  and  journey   •  Pull  data  together  from  all  technologies  and  plagorms   •  Map  to  the  lifecycle  then:   •  Create  scenarios  by  buyer  segments •  Look  at  path  to  purchase  (best/worst) •  Look  at  path  to  repurchase  (best  worst) •  Is  there  an  obvious  loyalty  path? •  Look  at  other  elements  based  on  your  Industry/Ver3cal •  Don’t  forget  to  add  in  partners  or  mul3-­‐level  B2B  supply  chains 23  
  • 24. ©2015  suitecx  –  Confiden7al   Pull  in  your  emo7onal  and  survey  data  for  insights  and   punctua7on     •  Surveys •  Ethnographic  research •  Social  Media •  3rd  party  VOC Voice  of  the   Customer •  Surveys •  Performance  Metrics •  Opera3ons  Research  and  Methods Voice  of  the   Employee •  KPI’s  that  are  customer  focused  at  the  most  granular  level •  Interac3on  point  data NPS/CSAT 24  
  • 25. ©2015  suitecx  –  Confiden7al   Use  digital    where  it  is  available  to  augment  interac7on  info   •  Clickstreams   •  Ra7ng  and  Rankings   •  Social  data   •  Path  to  Purchase   •  Conversion  clickstreams   •  3rd  party  data  from  your  vendors   •  Web,  email  and  SEM  streams   25  
  • 26. ©2015  suitecx  –  Confiden7al   Drill  down  on  your  journeys/experience  maps  to  solve   problems  –  address  hypotheses   • Outside  in  from  the  customers  view  is  a  great  way  to  start  the   process   • Iden7fy  the  touches  at  a  granular  level   • Combine  the  disparate  data/emo7ons/actors  and  metrics  at  the   touches     • Look  at  them  from  a  holis7c  view  for  general  insights   • Find  moments  of  truth,  pain  points   • Overlay  Processes  to  find  gaps  or  ‘pile  ons’     26  
  • 27. ©2015  suitecx  –  Confiden7al   Where  are  you  finding  gaps  and  opportuni7es  in  gejng  a   360o  view?   27  
  • 28. ©2015  suitecx  –  Confiden7al   Redesign  based  on  both  Outside  in  and    Inside  Out   28   People • Train  them  to  do  their  jobs  based  on  customer-­‐centric  principles • Be  sure  you  have  the  right  people  for  the  right  jobs  –  use  a  scien3fic  approach  to  hiring   • Reward  them  for  the  right  behavior  and  mindset • Increase  coaching  –  don’t  forget  they  need  to  con3nuously  improve Process • Simplify  processes  and  focus  on  moments  of  truth   • Turn  around  pain  points • Find  and  fix  programs  are  very  successful • Make  sure  technology  supports  the  right  process  vs.  the  other  way  around Informa3on • Present  the  right  informa3on  at  the  right  3me  to  leverage  every  interac3on  with   prospects/customers • Use  drip-­‐irriga3on  to  keep  collec3ng  new  and  fresh  informa3on • Provide  the  right  informa3on/data  to  employees  at  touchpoints • Provide  3ps,  techniques  offers  through  data  analysis  and  smart  analy3cs • Single  source  of  truth  for  all  customer  data
  • 29. ©2015  suitecx  –  Confiden7al   Redesign  based  on  both  Outside  in  and    Inside  Out   29   Technology • Remember  that  technology  should  support  People  and  Process  –  not  the  other  way   around • Integrate  as  deeply  as  possible  from  Demand  Genera3on  through  Rewards/Loyalty   solu3ons • User  Adop3on  is  cri3cal  –  see  change  management! Metrics  and  Measures • Set  performance  indicators  that  are  achievable  by  each  employee    team • Reward  on  those  –  people  do  what  they  are  paid  for! • Make  them  roll  up/down  so  the  chain  of  control  and  achievement  are  clear  top  to   boNom • Everyone  should  be  measured  –  and  it  should  be  transparent Culture/Change  Management • Set  up  your  change  management  and  communica3ons  team  early  –  integrate  into   con3nuous  improvement  processes • Culture  comes  from  the  top  –  make  sure  you  have  buy  in  or  success  will  be  hard  to   achieve • Communicate  –  Communicate  –  Communicate  
  • 30. ©2015  suitecx  –  Confiden7al   Consumer  Mapping Experience  Mapping  isn’t  a  stand-­‐alone  exercise   30 Mapping  only  outbound  touches   Does  not  address  the    whole  customer   experience.  Omits  ini3a3on  points  as   Well  as  feedback  loop.   Solu%on:  Map  ALL  interac%ons  to  get  a   full  picture No  clear  view  of  outcomes   Interes3ng  collec3on  of  facts  that   are  not  ac3onable.  No   understanding  of  how  they  connect. Solu%on:  Focus  on  ac%onable   insights  and  the  ini%al  objec%ves  .     Organiza3onal  Alignment   Need  the  full  coopera3on  and  access  to   the  staff  across  the  organiza3on  to  be   sure  the  right  informa3on  is  collected   and  shared. Solu%on:  Be  as  deep  and  wide  as  possible   Process  Only  Mapping Provides  lots  of  data  but  no  real  insight   into  the  emo3ons  of  the  employees  or   customers  limi3ng  ac3onable  insights.       Solu%on:  Be  sure  to  add  emo%onal  inputs,   ethnographic  research  and  VOC  /VOE.    
  • 31. Vision  Services  Plan   JumpstartMD   Xanterra   Na7onal  Membership  Organiza7on   Case  Studies  
  • 32. ©2015  suitecx  –  Confiden7al   Client:  VSP   Customer:  Eye  Care  Professionals   • Challenge   • Desire  to  expand  Eye  Care  division  sales/marke3ng  automa3on  but  didn’t  understand  buyer’s  journey • Inconsistent  and  3ming  issues  of  messaging  rela3ve  to  offers • Developing  programs  difficult  due  to  a  complex  set  of  influencers  and  buyers   • Approach   • Interviews  of  all  Ins3tu3on/Employee/Customers  created  a  complex,  mul3-­‐faceted  buyer  journey  map • Highlighted  pain  points,  moments  of  truth  and  key  interac3on  points  for  use  in  crea3ng  Salesforce.com   processes • Iden3fied  opportuni3es  to  improve  rela3onships  with  Eye  Care  Professionals • Results   • Developed  strategies  aligned  with  the  level  of  complexity  of  the  different  cons3tuents • Understanding  of  rela3onships  across  LOB’s  and  customers • Salesforce  tool  mapped  to  different  use  cases  based  on  insights • Communica3ons  mapped  to  influencers  and  buyers  appropriately 32  
  • 33. ©2015  suitecx  –  Confiden7al   • Challenge   •  Focus  on  acquisi3on  leL  Pa3ents  feeling  neglected •  Needed  a  customer-­‐centric  data  and  marke3ng  automa3on  solu3on  to  beNer  track  and  retain  current  Pa3ents,   deliver  triggered  campaigns  and  monitor  likelihood  to  churn •  Needed  to  drive  automa3on  and  consistency  across  mul3ple  storefronts,  online  and  across  communica3ons  channels • Approach   •  Conducted  company-­‐wide  diagnos3c  with  Pa3ent,  Employee  and  Ins3tu3onal  inputs •  Created  Experience  Map  to  fully  understand  pa3ent  journey •  Developed  ini3a3ves  to  close  gaps  (OPIT)   •  Developed  requirements,  RFP’s  and  managed  bid  processes  for  marke3ng  automa3on  solu3on •  Developed  Sales  and  Marke3ng  Training  for  Segmenta3on  and  1:1  Marke3ng  concepts • Results   •  Immediate  improvement  of  revenue  due  to  decreased  drop  off •  Improved  experience  comments/survey  results •  Drove  business  case  for  marke3ng  automa3on  tools Client:  JumpstartMD   Customer:  Medical  Weight  Loss  Pa7ents   33  
  • 34. ©2015  suitecx  –  Confiden7al   • Challenge   • Hospitality  conglomerate  had  mul3ple  proper3es  with  different  experiences • In  order  to  drive  revenue  using  new  segmenta3on  and  marke3ng  plamorm  needed  to  understand   guest  journey • Marke3ng  was  challenged  with  pulling  emo3onal  and  ra3onal  informa3on  together • Approach   • Developed  journey  maps  for  top  brands  and  proper3es • Iden3fied  strengths  and  weaknesses  for  each  property  across  customer  lifecycles • Created  a  lifecycle  contact  strategy • Results   • Using  as  a  basis  for  2015  go  to  market  strategy • Crea3ng  lifecycle  marke3ng  using  new  CRM  database  and  toolkit Client:  Xanterra   Customer:  Travelers   34  
  • 35. ©2015  suitecx  –  Confiden7al   • Challenge   • Client  experiencing  downturn  in  renewals  for  membership • Strategy  team  concerned  about  ability  to  aNract  and  retain  new  members  who  increasingly  eschew  ‘joining’   organiza3ons • Realized  that  ‘engagement’  may  not  mean  touches  –  needed  to  see  what  that  meant • Approach   • Mapped  touches  as  is  by  mul3ple  views  as  compared  to  DMA  standards • Created  customer  journeys  for  top  customer  ‘jobs’  and  interests  to  ID  reason  for  joining,  renewing,  MOT’s  and   Pain  Points • Developed  different  scenarios  for  customer  personas  and  touch  op3ons  to  beNer  op3mize  experience  and   resul3ng  renewal • Results   • 2015  planning  will  include  new  programs  and  processes • Addi3onal  mapping  projects  underway  to  fine  tune  experience  for • Different  personas  and  interest  groups Client:  Na7onal  Membership  Organiza7on   Customer:  Members  and  Prospects   35  
  • 36. Q&A   Thank  you!   suitecx.com   @custoholic