Coffee talk designing customer experience

Designing A Differentiating Customer Experience

April 5, 2016Coffee Talk

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New Landscape

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Practice of Customer Experience Marketing

Assess

Diagnose

Prescribe

Monitor

Adapt

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Consumer centricity

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Consumer centricity

• Questions are powerful• Which journey? Where on the journey?

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Map the journey

• Consumer• Employee• Other stakeholder

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Culture

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10 Questions1. Who are my best customers?2. On a scale of 0-10, with 0 being never and 10 being

absolutely, would you (customer) be willing to recommend us?

3. If Number 3 is less than 10 what would it take to earn a 10?4. On a scale of 0-10, with 0 being never and 10 being

absolutely, would you (employee) be willing to recommend us?

5. If number 4 is less than 10 what would it take to earn a 10?

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10 Questions6. How could we give our customers the gift of time?7. What are your customers biggest challenges?8. What are your employees biggest challenges?9. Where are the gaps in customer’s journey?10. Do you and your staff regularly have conversations

with your customers and prospects?

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Do Something!

RESOURCES

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Consumer centricity

• Personas define characteristics of target customers

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Mindset

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Culture_Leadership

• The Advantage by Patrick LencioniFree resources including charts and videos

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Creating Personas

• Adele Revella – Buyer Persona Institute

• HubSpot post – How to create personas for your business

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Create a Customer Journey Map

Creating a Journey Map Post

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Customer Experience Gaps

IBM Study

Some useful stats and an infographic

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Find the Right Tools

• Cloud based Customer Service– Mighty Call http://www.mightycall.com/

– LiveOps http://www.liveops.com/

• CRM software – Below is a list of options (don’t be mislead by the title) – http

://www.forbes.com/sites/quickerbettertech/2013/07/01/11-terrible-crm-systems-for-your-company/

– Batchbook http://batchbook.com/

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Survey• Ask for feedback soon after purchase• Keep them simple and basic like:– Please rate your experience – Is there anything we could do to improve?– On a scale of 0-10 would you recommend us to a friend or

colleague

• Free Tool - https://www.surveymonkey.com/

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Thank YouJoe owns Strategic Marketing Solutions, an integrated marketing consulting company. He is active in social media, co-moderates, #SMchat (a Twitter chat) and regularly writes about Customer Experience Marketing for Maximize Social Business.He works with businesses to implement integrated marketing strategies that build Raving Fans.

To learn more about capitalizing on the local advantage by creating Raving Fans contact Joe:Email: Joseph.Ruiz@strategicdriven.comPhone: 804.690.4486Connect on Linked In: www.linkedin.com/in/josephruizjr/