CUSTOMER  EXPERIENCE    FOR  EXECUTIVES  

TOPICS,  ISSUES,  AND  IDEAS  ON  HOW  TO  DO  CUSTOMER  EXPERIENCES  

BETTER  –  FOR  EXECUTIVES  

CX  STATS  

us  

target  

acquire  

support  

retain  

the death of the customer lifecycle is upon us

the birth of the community-powered continuum

company  centric   customer  centric  revenue   value  short  term   long  term  relaDonship   engagement  message   content  

managed  expectaDons   known  expectaDons  proprietary  soluDon   ecosystem  

interacDon   experience  

customer-centric nomenclature

CUSTOMER  EXPERIENCE  DEFINED  

•  an  experience  is  defined  as  the  sum  total  of  conscious  events  

•  an  experience  is  defined  as  a  coordinated  series  of  interacDons  between  a  customer  and  a  brand  to  accomplish  anything  

•  an  experience  is  defined  by  the  customer,  for  the  customer,  at  each  touchpoint,  each  Dme.  

CEM  vs  CX  

Customer  Experience  Management  

Customer  Experience    

JUSTIFICATION  STATS    

NPS  –  PROS  AND  CONS  

       •  rally  the  troops  •  benchmark  •  easy  to  understand  (maybe)  

•  vanity  metric  •  implied  causa<on  

•  people  –  well,  they  lie…  

•  “gameable”  

HOW  TO  USE  NPS  WELL  1.  follow  up  

1.  did  you  recommend  us?  2.  did  they  contact  us?  3.  did  they  buy?  4. how  does  it  compare?  

2.  correlate  –  beware  of  pirates  3.  just  one  more  metric,  don’t  

forget  more  important  ones  4.  it  it  not  just  one  metric,  it’s  a  

correlated-­‐to-­‐KPI-­‐metric  –  by  itself  is  worthless  

data   knowledge   content  

infrastructure  pla\orm  

so]ware  

opDmizaDon  

personalizaDon  autom

aDon  

customer employee partner supplier

legacy  app

licaD

ons  

legacy  databases  

legacy  SaaS  and  internet  

legacy   analy2cs  

clou

d  inform

aDon

 expe

rience  

public

mobile  laptop  /  desktop  

IoT  

interfaces  

business (digital) transformation paradigm shift

75%  of  brands  don’t  know  what  engagement  is  –  but  are  measuring  “it”  

knowledge  *  trust  

Dme    e  =    

engagement as an outcome, not a goal

RETENTION  STATS  

CUSTOMER  JOURNEY  MAPPING  

ANTICIPATED  JOURNEYS  

SINGLE,  MULTI,  CROSS,  OMNI?  

S  

M

W

E  

P  

C  

S  –  SMS,  W  –  Web,  E  –  Email,  C  –  Chat,  P  –  Phone,  M-­‐  Social  Media,  D  –  Data,  K-­‐  Knowledge  

1980   1995   2010  

S   W E   C   P   M

RKD

RKD

RKD

RKD

RKD

RKD

W

MS  

E

P

C

DKR

silo  single  channel  

semi-­‐integrated  mul<-­‐channel  

integrated  cross-­‐channel  

D  

K  R  

UC  

OMNI  IS  NOT  POSSIBLE  

•  misses  one  component,  are  you  stupid?  – single,  combined,  all-­‐encompassing  data  model  

•  may  close  gap  between  expectaDons,  delivery  •  needs  to  be    – based  on  intent,    – based  on  previous  and  predicted  interacDons    – keeping  them  together  as  one,    – play  equally  across  all  channels  

•  technology,  desire,  need  exist  

CLOSING  STATS  

•  feedback  mamers  – best  in  class  CX–  70%  use  feedback  –  industry  average  –    50%  use  feedback    –  laggards  –  29%  use  feedback  

•  informaDon  mamers  – 56%  of  customers  just  want  the  right  answer  – 64%  don’t  trust  the  informaDon  – 44%  confirm  they  got  the  the  wrong  answer