Luigi Pirozzi Customer Experience Strategist

CUSTOMER EXPERIENCE

MANAGEMENT

Luigi Pirozzi Customer Experience Strategist

Is an interview aboutsexual satisfactionenough to predict

whether the couple isgoing to stay faithful or

not?

Is a customer satisfactionphone survey enough to

predict whether acustomer will buy again

or not?

Is the final talk withcustomers enough for the

owner to understandwhether they will be

back or not?

Luigi Pirozzi Customer Experience Strategist

In all cases response is the same: not!

What needs to be done is the identification and solution of mainissues occurring during the customer journey.

This means, for business, getting in the so-called “CustomerExperience (CX).

How to implement the “CX”:

1.analysing “customer journey” legs;

2.focusing on critical issue;

3.fixing company assets.

In order to:

1.reduce turnover losses by customers passing to competitors;

2.increase turnover from loyal customers spending more;

3.gain new customers thanks to the positive “word of mouth” by loyalcustomers.

Luigi Pirozzi Customer Experience Strategist

Metaphorically it's like modelling a soccer club through the eyes of afan, adopting a play module able to build high consensus: all theassets, from roster to technical staff, need to be oriented to theplaying the club aspires to.

Shaping and designing a football club according to the “CustomerExperience” principles brings easily to everyone mind the “F.C.Barcelona” recent history.

FCBarcelona web site

Luigi Pirozzi Customer Experience Strategist

The customer experience ecosystem is the complex set ofrelationships among a company’s employees, partners and customersthat determines the quality of all customer interactions.

Mapping a customer experience ecosystem creates a powerfulframework to diagnose and fix problems as they develop.

CUSTOMER EXPERIENCE ECOSYSTEM

It includes not only persons but objects, systems, procedures andprocesses.

Luigi Pirozzi Customer Experience Strategist

In order to map the ecosystem it needs, as starting point, identifyingthe digital and phisical touchpoints, that's to say all the personal andimpersonal accounts connecting the product/service with thecustomer.

TOUCHPOINTS

Luigi Pirozzi Customer Experience Strategist

HOW GETTING THE REAL SENTIMENT

Implementing the “Customer Experience” without intercepting the real Customerperceptions is uneseful if not harmy.

Typical surveys with multiple-response questionnaires, even if statisticallysignificative, can go wrong: 1) they work only if answers are already known and 2)are based on the assumption that respondents are aware of the truth.

That's why they need to be integrated with researching tools like spontaneousfeedback collection (from social networks), employees survey andethnographic research.

"If you want to understand how a lion hunts don't go to the zoo. Go to thejungle."

(Jim Stengel)

Luigi Pirozzi Customer Experience Strategist

The “most beautiful in the realm” in terms of CustomerExperience awards worldwide collected