Part 1 of 4 - Customer Experience - The focus on the customer

PowerPoint Presentation

THE CUSTOMER EXPERIENCE ECO SYSTEM

4 part series

By CHANTEL BOTHA | [email protected] | NOV 2016

RATIONAL

EMOTIONALSENSORYCUSTOMER Experience IS


It comprises of three aspects:

RationalEmotional and Sensory2

RATIONAL

EMOTIONALSENSORYDid I achieve my goal?Was it good value?

CUSTOMER Experience IS


Rational looks at the aspects, like did the client achieve their goal. Was it good value.

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RATIONAL

EMOTIONALSENSORYDid it make me feel goodDid I feel good about myself?Do I have a good story to tell?



Emotional includes whether it made the client feel good about themselves. Did they have a good story to tell after the interaction with our brand.4

RATIONAL

EMOTIONALSENSORYSee Hear Taste Smell Feel



Sensory includes the aspects of sight, hearing, taste, smell and feel.

Lets look at the next video for a quick definition.

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YOU CANNOT, NOT, HAVE AN EXPERIENCE.LOU CARBONE


Lou Carbone says, You cannot, not have an experience. It is more about how haphazard or well managed the experience is.7

THE CUSTOMER EXPERIENCE ECO-SYSTEM



1.THE WORLD OFTHE CUSTOMER


2.HOW TO DESIGNFOR THE CUSTOMER


3.CROSS CHANNELEXPERIENCE PORTABILITY


4.THE EMPLOYEE ANDTHEIR EXPERIENCE


Our customers buy from usThey need our productThey must like us, since they have not left usWHAT DO WE ASSUME TODAY?



WHAT WOULD WE LIKE TO KNOW?What is their story?How can we become part of their story?Why they buy from us?Why would they stay?What problems are we not solving for them?Why would they leave?


LETS UNDERSTAND THEM BETTER

STAND IN THEIR SHOES1.


Get out of your neat place and find opportunities in the messiness

INSURANCE INC PROCESSLOOK AT THEIR FULL RANGE OFOFFERINGS

COMPANY ACOMPANY BCOMPANY CFEATURESPRICE FORMSFEATURESPRICE FORMSFEATURESPRICE FORMS


HOW TO STAND INTHEIR SHOESMake phone callsCreate a war roomFill in customer formsUse all the websitesApply online


STAPLE YOURSELF TOA CUSTOMER ORDER2.


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Track key customer experiences as they traverse your organisation Note where it breaksWhere it takes long?Where there is white space?Role play parts of the experienceListen to recorded calls


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+Build the storyEvaluate interactions


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SERVICE COMPANY THAT JUST HAPPENS TO SELL SHOESIF THEY DONT HAVE IT, THEY FIND IT AT ANOTHER STORELONGEST TELEPHONE CALL WITH A CUSTOMER WAS MORE THAN 8HRSCULTURE OF CUSTOMER & EMPLOYEE 1ST

VALUING RELATIONSHIPS OVER PROFIT

CULTURE OF CREATIVITY & EMPATHY


Zappos is an online story and they do some really wacky things.22


LEARN WITH YOUR CUSTOMERS3.


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Invite them to seminars ask questionsDesign thinking sessions with customersAngry customer forum let them redesign how they want your processes to work


LEAN FORWARD AND ANTICIPATE4.


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What will customers want in future?

Do scenario planning


SO WHAT NOW?Tell stories that inspire others to deliver great serviceMotivate management actionUse these insights to design experiences that create brand loveNow that you understand your customers a bit better


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QUESTIONS


Business

Part 1 of 4 - Customer Experience - The focus on the customer