Enter the new CXO

Become a Beloved and Prosperous Company

www.customerbliss.com © 2012. Jeanne Bliss All rights reserved. [email protected] 425-‐444-‐7654

ENTER THE NEW CXO! Getting Past Lip Service to Passionate Action…



Lessons Learned



Engineering, Product Develop.

Sales Operations Marketing Quality Finance Supply Chain

Customer Success

Focus across the silos!

Rather than focusing down our operation areas



FROM

Delivering Our Org Chart

TO

Delivering a Differentiated Customer Experience

Focus on OUR End Game

www.customerbliss.com © 2011. Jeanne Bliss All rights reserved.

Advocates

Desire

“Who Else” Does This?

Differentiated Experience

Always Reliable At Priority Contacts

Reliable Experience

Random Experience

“Experience” Companies “Every contact the consumer has, from calling a toll-free number to actually buying the product and using it, is seamlessly enjoyable.” — D. D’Alessandro, Brand Warfare



q  1995 Books

q  1998 Music

q  1999 Consumer Electronics, Games

q  2000 Kitchen, Camera and Photo Store

q  2000 Office Products

q  2001 Apparel, Sporting Goods

q  2003 Gourmet Foods

q  2003 Health and Personal Care

q  2005 High End Jewelry

q  2006 Kindle Explosion

q  2009 Zappos.com

Reliability = Growth Engine

Build Trusted Experiences That Drive Growth



300% Revenue gained by reducing

negative word-of-mouth versus improving positive ‘buzz’

Source: London School of Economics



The CCO Unites the Silos On:

Customer Experience RELIABILITY

Customer Experience INNOVATION

The 5 Competencies of Customer Experience Companies



Customer Experience Competency 1




Awareness & Research

Assess & Sample

Solution Development

Partner & Contract

Production & Delivery

Service & Support

Strategic Partnership



0 - +

Frequently An Unreliable Experience

Always Reliable Experience “Peace of Mind”

Inconsistent Experience … Sometimes It’s Reliable, Sometimes It’s Not

Our Current Customer Experience RELIABILITY:



Reliable “One company" Experience?

Do I believe and value promises they make?

Are they my partner? Are their products & channel partners the only ones I want?

Are they there for me to provide an experience I desire?

Do they make it easy for me to do business with them?

Did product delivery exceed what I expected? Has a partnership begun?

Do they think of me and how I work/run my business? Do they anticipate my needs, desires and work environment in their support?


Education, Access,

Trial

Selection, Purchase

Delivery, Possession

Product Usage

Maintenance and

Service

Repurchase, our Advocate

Reliable “One company" Experience?



SAS Defector Pipeline

Discover Evaluate Buy & Implement

Use & Optimize

Benefit & Grow

Seek Other

Options

Follow up to request for information

On-boarding follow up

When less than x% products purchased in

use

Follow up to NPS detractors

Follow up during/after

contract experience

After X no. calls to tech

support

Pre renewal contact: Proactive contact to review and improve customers’ business

(resolve issues)

Follow up to Lost

Customers

RESCUE customers at risk/ GROW Revenue / EMBED Relationship



#3



Assess & Sample


Partner & Contract


Service & Support




#4



Assess & Sample


Partner & Contract


Service & Support






Assess & Sample


Partner & Contract


Service & Support




18

1. Take Personal Ownership

2. Establish Acceptance/Role Clarity

3. Drive Regular ACXOuntability

4. Provide Political Air-Cover

5. Insist on Corporate Patience

6. Demystify the Roadmap

Is Your CEO On Board?



www.customerbliss.com [email protected]

Reality Check Audit

Customer Culture Audit

Business

Enter the new CXO