Perfecting the Customer Experience

Karl Duff

Approach

LearningBehaviourPerformanc

e

Focus

1. What is the Customer Experience?

2. Why does it matter?

3. What can we do to improve it?

Takeaways

Greater awareness of the Customer Experience

Understand how Customer Experience affects our organisation

What we can start doing to make a difference

Customer Experience is about...

Success, effort and emotion

What is Customer Experience (CX)?

Our customers value their experience on 3 levels;

1. Success – address their needs2. Effort – how smooth was the process3. Emotion – how they feelWe associate brands with our

experiences of those brands

What is Customer Experience (CX)? How our customers feel about

engaging with us Our people, our products and our

processes CX is about the end-to-end customer

journey Customers will differentiate between

companies based on their CX

Customer Experience matters...

Because it’s the strongest connection point with our customers

Why CX matters

Good CX fosters strong customer loyalty, which results in;1. Repurchasing2. Trying new offerings3. Forgiving mistakes4. Recommending to others

Very few are very good at it

Why CX matters

We associate brands with the experiences we have with those brands

Loyal customers open doors for others

Customers are less tolerant of bad experiences

It will take 12 good experiences to forgive 1 bad one

Customers expect deeper more personalised experiences

How Customers have changed

Enter the age of the customer

How Customers have changed You & your customer –the longest and

most basic relationship in business Technology – the Web – social media have

changed this relationship We need to rethink this relationship How we meet their needs How smoothly to we handle their problems Customers don’t stop buying your product

– they stop listening to what you have to say

How Customers have changed If we impact our customers, good or bad,

they are like to share this experience How we sell is as important as what we sell Customers no longer separate a product from

the services / communications that accompany it

61% of customers buying decisions are affected by reviews on social media*

But only 14% of businesses believe social media has proven value

C2C feedback on CX is prevalent* http://www.expertmarket.com/the-business-of-social-media

Enter the age of the customer

Understanding Customers’ needs

Understanding Customers’ needs Customers except a sense of

acknowledgment and of being remembered

Customers expect a return for their loyalty High engagement values; their opinion,

expertise & effort (VoC) Expect shared communications – not

company script They want to know what we will do, not

what the process is

Building a strong CX

Building a strong CX Look at situations through the eyes of our

customers Focus on Customer needs, less on product

features Put the customer at the centre of everything

we do Personalise the experience for our customers Spend our efforts understanding what our

customer want – just ask! Systems and smiles

Building a strong CX

Listen, Interpret, React & Monitor Shift from inside–out to outside-in CX cant be housed in a silo CX should be seen as Cause and be

cross functional CX should be everyone's

competency & priority CX should be part of our branding CX should be in our DNA

Customer Experience

5 levels of Customer Experience

5. Embed

4. Engage

3. Commit

2. Invest

1. InterestAwar

enes

sCu

ltur

e

Employee engagement

Great Customer Experience can only come about with an engaged workforce

Your people deliver on the promises your brand makes

How do we measure our people – quantitative or qualitative?

Do we listen to the Voice of the Customer?

Share some success stories

In summary

Our objective should be to delight our customers

The experience should be smooth from end-to-end

Transforming processes should not be just about streamlining and efficiency, but CX too

The only people as passionate about what we do as us – should be our customers

And just to prove the theory...

Below is a short interaction I had with Ryanair via Twitter

Further reading

My LinkedIn recent activity

My Twitter timeline

My Diigo account https://goo.gl/FSzz6G

Thank youYour customer doesn’t care how much you know until they know how much you care. ~ Damon Richards