LOGOPresented by Joey Phuah SY

Customer Experience

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Customer Experience

An interaction between an organization and a customer as perceived through a customer’s conscious and subconscious mind.

It is a blend of an organization’s rational performance, the senses stimulated and the emotions evoked and intuitively measured against customer expectations across all moments of contact

Key competitive differentiation strategy that increasingly being adopted by businesses

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Customer Experience

It’s a complex process of understanding your organization’s relationship with your customers.

When addressed effectively, customer experience eases customer acquisition, drives customer loyalty and improves customer retention.

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Customer Experience

A customer experience is about a rational experience

e.g. how quickly a phone is answered, what hours you’re open, delivery time scales, etc.

More than 50 percent of a customer experience is subconscious, or how a customer feels.

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Customer Experience

A customer experience is not just about the ‘what,’ but also about the ‘how.’

A customer experience is about how a customer consciously and subconsciously sees his or her experience.

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Customer Experience

Why we look into customer experience?

Help organizations develop customer experience strategies that could deliver results

Help to define how customer-centric the organization is, and how customer-centric it wants to be

Designing emotionally engaging customer experiences

Measuring experiences organizations currently deliver

Training leaders to become customer experience experts

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Customer Experience Strategies

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1. The Voice of the Customer

Emotions account for over 50% of an experience and can be captured qualitatively

Encourage and measure feedback from customers across all channels and touch points.

Customer perceptions of the company and experience should be measured, analyzed, and acted upon to drive the customer experience forward.

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2. KPI Benchmarking

In addition to qualitative feedback gathered above, quantitative key performance indicators (KPI’s) that measure progress towards customer experience goals should be established.

These may vary from organization to organization, but it is important to ensure the KPI’s selected have a significant impact on the customer experience, are measured accurately, and can be acted upon.

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3. Diverse Communication Channels

Customers have unique and diverse preferences on how they would like to interact with companies. The more communication channels you provide, the more likely it is that you cover their desired channel.

Emerging channels such as chat, online communities / forums, and social media (LinkedIn, Twitter, Facebook, etc…) are popular among younger demographics, whereas the telephone is still the method of choice for older customers.

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4. Engage Your Employees

Employee engagement has a positive impact on customer engagement. Aligning employee incentive programs such as bonuses to customer metrics is a great way to improve the experience.

Example, information infrastructure provider EMC’s

online community lets employees connect and engage through blogs, social networking tools, and RSS feeds. Employees are now well connected to the company strategy and culture, with a positive impact on customer service.

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5. One View of the Customer

Nothing destroys a customer experience better than a broken / incomplete view of the customer across different departments or channels.

Provide a complete view of the customer and interaction history across all channels and touch-points in the organization to ensure this does not happen.

Customers should experience little to no disruption when being transferred between channels for support.

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6. Create A Knowledge Foundation

Understand what your customers want and need, and continually model this information into a knowledge base.

Provide your agents and employees with rapid access to this knowledge to ensure consistent experiences and the right support is provided to your customers with each interaction.

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7. Customer-Focused Business Decisions

With each business decision your organization makes, you should ask one question: what is the impact on the customer experience?

This impact should be a key factor in your decision-making if improving the experience is a core objective of your business.

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8. Actionable Insights

When measuring your customer experience performance, the first thing you should ask is: what does this data tell me about changes in the customer experience?

The second thing you should ask is: how can I turn this data into actions that can drive the customer experience forward?

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8. Actionable Insights

The whole reason to measure and analyze customer experience data is to come out with ideas and actions that improve the experience overall.

Continually measure, implement recommended actions, and premeasured their impact to consistently create positive customer experiences.

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9. Recognize Effective Employees

Publicly recognize and reward employees that most positively impact the customer experience.

Motivated employees translate into a much better experience for your customers overall.

Tying employee incentives to customer experience is an effective strategy for improvement.

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10. Segment and Personalize the Experience

Segmentation and personalization should be undertaken once an organization has developed customer experience maturity.

It is a complex strategy that is tricky to get right but pays big dividends.

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10. Segment and Personalize the Experience

Segmenting customers and personalizing their experience based on factors such as life time value, profitability, and demographics provides them with more enjoyable experiences when done correctly.

By managing the level of service provided to customers based on their value, you also make your organization more profitable and efficient.

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11. Simplify, Simplify, Simplify

Whether it’s a customer experience with a product, service, store, website, or any other touch point, strive to make the experience as simple and clear as possible.

Customers are turned off when something is confusing, unclear, or takes too much time.

Eliminate this possibility by modeling your current customer experiences and finding ways of simplifying them.

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12. Establish and Share A Vision of Target Customers

To truly create a customer experience differentiation strategy, your entire organization needs to be intimately familiar with your customers.

Build thorough profiles of customer personas and ensure they are updated, shared, and understood by everyone in your organization.

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13. Be Proactive

Don’t wait for a flood of customer complaints into your contact center before you resolve issues related to customer experience… by that time the damage has already been done.

Establish a pro-active voice of the customer and data measurement program to predict changes in the customer experience and resolve issues before they become a problem.

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14. Experience Differentiation

Understand the customer experience of your competitors to identify strengths, weaknesses, and gaps.

Offer a core experience and value proposition that is unique, different, and capitalizes on areas where competition is weak.

Starbucks is a great example of this strategy, where they have successfully differentiated not on coffee but on the in-store experience itself.

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Thankyou