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Designing the Aspirational Customer Experience

Once a company clearly understands the state of the customer experience it delivers to customers and how it compares to those of competitors, it must determine where and how to improve the experience.

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Designing the Aspirational Customer Experience

  1. 1. | Copyright © 2015 Tata Consultancy Services Limited Designing the Aspirational Customer Experience After Gaining New Insights, Companies Must Translate Them into Experience That Works Bill Quinn, Director – Customer Experience Solutions, Global Consulting Practice, TCS November 2015
  2. 2. As customer expectations evolve, companies need to perpetually refine their ‘aspirational’ customer experience. Social data provides new insights into customer expectations. To turn these insights into experiences that work, businesses must use the right tools and techniques to tailor customer interactions. Customer Experience, 2015 Introduction: Aspirational Experience Design
  3. 3. An engagement map is a key tool for designing aspirational customer experiences (CX). It helps companies identify capabilities that will deliver a differentiated customer experience. Customer Experience, 2015 Engagement Mapping
  4. 4. Tweet this Engagement maps use data to develop segment profiles, define customer preference criteria, and evaluate channel performance. Maps provide competitive analysis, and identify reasons for customer churn. Using such maps ensures improved experience design and sparks innovation. They also help companies manage expenditure. Read MoreCustomer Experience, 2015 Benefits of Engagement Mapping
  5. 5. Tweet thisRead MoreCustomer Experience, 2015 A large retailer believed it had fallen behind competitors in responding to customers who used smartphones. By using engagement maps, it realized that its customers preferred text messaging. The insight prevented the retailer from investing in expensive unnecessary capabilities. Case in Point – Reining in CX Reboot
  6. 6. Tweet this Companies should develop a scoring framework to evaluate their capabilities against a defined set of metrics and KPIs. Each capability identified in the engagement map must be grouped into logical categories. The criteria to consider while grouping includes cost, the level of innovation, integration requirements, and customer behavior. Read MoreCustomer Experience, 2015 Scoring CX Capabilities
  7. 7. Tweet this Once capabilities are prioritized, a business reference architecture can be created. This helps IT teams understand the priorities of CX initiatives. Read MoreCustomer Experience, 2015 Aligning Business and IT
  8. 8. Tweet this Roadmaps help teams across the enterprise move in the same direction. Read MoreCustomer Experience, 2015 Prioritization Roadmap
  9. 9. Tweet this By evaluating the value of the touch point to the customer and to the business, a company can measure its return on customer experience. Read MoreCustomer Experience, 2015 Creating a Business Case
  10. 10. Tweet this Creating a customer experience that drives long-term engagement and loyalty is crucial to businesses. Customers have alternative experience options and will happily switch to competitors. The right insights and experience design process will greatly improve the odds of providing a successful customer experience. Read MoreCustomer Experience, 2015 Conclusion: Improving Experience
  11. 11. IT Services Business Solutions Consulting Designing the Aspirational Customer Experience After Gaining New Insights, Companies Must Translate Them into Experience That Works Contact a ConsultantRead More