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Customer experience surveys are typically company-focused more than customer-focused. This is why response rates are challenging. To maximize customer engagement, actionability, and value to all involved, re-design your voice-of-the-customer instruments to capture what matters most to customers, in the ways they prefer to share with you. See http://ClearActionCX.com
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www.ClearActionCX.com
Why Satisfaction Surveys
are Not Customer-Centric-- And What to Do About It
all other concerns
What is Customer-Centric?
“centric” having a specific thing as the focus of attention & efforts
“culture”
A group’s ways of thinking and doing
customer
© Copyright ClearAction. All rights reserved.
Are You Really Customer-Centric?
CMO Council: Customer Affinity Study
Are You Really Customer-Centric?
59%
75%
Our Service is
Above-Average
Your Service
Left Me
Somewhat
to Extremely
Dissatisfied
Accenture: Delivering the Promise StudyCMO Council: Customer Affinity Study
Are You Really Customer-Centric?
59%
75%
Our Service is
Above-Average
Your Service
Left Me
Somewhat
to Extremely
Dissatisfied
Accenture: Delivering the Promise StudyCMO Council: Customer Affinity Study
76%Want to Differentiate Customer Experience
24%Other Focus
52%Have a VoC Program
48%Not Actively Capturing VoC
Forrester Research: The State of Customer Experience, 2011
What’s the Customer’s Perspective?
Emotional
Functional
DesiredOutcome
What the Customer Buys
NeedAwareness
NeedExtinction
Circumstances
Customer’s World
• 95% unconscious thought,
emotion and learning
• 80% non-verbal
• 50-150 emotional and functional
automatic evaluations
© Copyright ClearAction. All rights reserved.
What’s the Customer’s Perspective?
Emotional
Functional
DesiredOutcome
What the Customer Buys
NeedAwareness
NeedExtinction
Circumstances
Customer’s World
• 95% unconscious thought,
emotion and learning
• 80% non-verbal
• 50-150 emotional and functional
automatic evaluations
• CX duration defined by customer
• Desired outcome, duration, and
evaluations differ by circumstance
• Present & future ≥ the past
© Copyright ClearAction. All rights reserved.
What’s the Customer’s Perspective?
Emotional
Functional
DesiredOutcome
What the Customer Buys
NeedAwareness
NeedExtinction
Circumstances
Customer’s World
• 95% unconscious thought,
emotion and learning
• 80% non-verbal
• 50-150 emotional and functional
automatic evaluations
• CX duration defined by customer
• Desired outcome, duration, and
evaluations differ by circumstance
• Present & future ≥ the past
• Other roles as buyer weigh-in
• “Competitors” are all available
alternatives
© Copyright ClearAction. All rights reserved.
Notes on Making Surveys Customer-Centric
Design Surveys About the Customer’s World
• Use metaphor research to identify
• What really matters to customers
• Personal & social emotional implications
• How they arrange their expectations subconsciously
© Copyright ClearAction. All rights reserved.
Notes on Making Surveys Customer-Centric
Design Surveys About the Customer’s World
• Use metaphor research to identify
• What really matters to customers
• Personal & social emotional implications
• How they arrange their expectations subconsciously
• Use circumstance-focused desired outcome research to discover
customers’ 50-150 automatic evaluations (built-in metrics of value)
• Find ways to monitor
• The full duration of the customer’s experience
• Customer confidence in the present & future
• Alternatives the customer has toward the desired outcome
© Copyright ClearAction. All rights reserved.
© Copyright ClearAction. All rights reserved.
What is a Customer-Centric Survey?
Company’s World
• Secure jobs, investors,
internal satisfaction
• Functional specialization
• Features, attributes, brand
CX Enablers
Customer’s World
© Copyright ClearAction. All rights reserved.
What is a Customer-Centric Survey?
Company’s World
• Secure jobs, investors,
internal satisfaction
• Functional specialization
• Features, attributes, brand
CX Enablers
Customer’s World
• Use your service or product
with or for something
• Wouldn’t buy if didn’t have to
• Easiest & nicest to get & use
CX Outcomes
What are the Customer Experience Enablers?
Emotional
Functional
DesiredOutcomes
What Customer Buys
Means-to-an-End
Firm’s Solution
NeedAwareness
NeedExtinctionCircumstance
© Copyright ClearAction. All rights reserved.
What are the Customer Experience Enablers?
Product Service
Business Model
Affinities Convenience
Policies Processes
Culture
Emotional
Functional
DesiredOutcomes
What Customer Buys
Means-to-an-End
Firm’s Solution
NeedAwareness
NeedExtinctionCircumstance
© Copyright ClearAction. All rights reserved.
Explore the Entire Customer Experience
Customer Experience Spectrum is More Than Touch-points
NeedAwareness
NeedExtinction
SalesContact
Word-of-Mouth, AdsSocial Media, Website
OrderingActivities
FulfillmentActivities
Problem ResolutionCross-Sell, Community
Usage Steps
© Copyright ClearAction. All rights reserved.
Explore the Entire Customer Experience
Customer Experience Spectrum is More Than Touch-points
NeedAwareness
NeedExtinction
InitiatingSituation
ConsideringNeeds
IdentifyingAlternatives
EvaluatingAlternatives
InitialAssessment
AdditionalInformation
Decision Process
SalesContact
Word-of-Mouth, AdsSocial Media, Website
OrderingActivities
FulfillmentActivities
Problem ResolutionCross-Sell, Community
Initial UseExperience
Integration withOther Solutions
Familiarization& Learning
Adaptation,Extension,Disposal
Usage Steps
© Copyright ClearAction. All rights reserved.
Monitor Forces on the Customer’s World
© Copyright ClearAction. All rights reserved.
Monitor Forces on the Customer’s World
Gatekeepers:
Control the flow of info
to others in the buying center
Deciders:
Actually choose the products
Buyers:
Select suppliers &
negotiate terms of purchase
Influencers:
Help develop the specs
& evaluate products
Users:
Actually use the products
Initiators:
Request the products Approvers:
Authorize the proposal
B2B Influences
On Buy Decision
© Copyright ClearAction. All rights reserved.
Notes on Making Surveys Customer-Centric
Design Surveys About the Customer’s World
• Focus on customer experience outcomes, not enablers
• Map CX enablers (legacy survey data) to desired outcomes
• Resist the temptation to ask customers about enablers
© Copyright ClearAction. All rights reserved.
Notes on Making Surveys Customer-Centric
Design Surveys About the Customer’s World
• Focus on customer experience outcomes, not enablers
• Map CX enablers (legacy survey data) to desired outcomes
• Resist the temptation to ask customers about enablers
• Expand customer experience enablers mapping
• Product, service, business model, conveniences, affinities
• Policies, processes, culture
• Suppliers, channel, alliances, partners
© Copyright ClearAction. All rights reserved.
Notes on Making Surveys Customer-Centric
Design Surveys About the Customer’s World
• Focus on customer experience outcomes, not enablers
• Map CX enablers (legacy survey data) to desired outcomes
• Resist the temptation to ask customers about enablers
• Expand customer experience enablers mapping
• Product, service, business model, conveniences, affinities
• Policies, processes, culture
• Suppliers, channel, alliances, partners
• Keep a pulse on behind-the-scenes forces
• Additional steps leading to and from touch-points
• Players in the full supply chain
• Players in multiple-influencer decision-making© Copyright ClearAction. All rights reserved.
Fall in Love: Insatiable Curiosity about Customer
© Copyright ClearAction. All rights reserved.
Explore the Customer’s Automatic Evaluations
Past Current Future Ideal
Desired Outcomes
Undesired Outcomes= Value Quotient
Solution A
Solution B
etc.
Val
ue Q
uotie
nt
Circumstance
© Copyright ClearAction. All rights reserved.
Explore the Customer’s Automatic Evaluations
Past Current Future Ideal
Desired Outcomes
Undesired Outcomes= Value Quotient
Solution A
Solution B
etc.
Val
ue Q
uotie
nt
Circumstance
Outcome A Outcome B Outcome C Outcome D
Solution A
Solution B
etc.Val
ue Q
uotie
nt
Circumstance
Ideal
© Copyright ClearAction. All rights reserved.
Manage by Customer Experience Personae
Desired Outcomes
Circumstances
Undesired Outcomes
Integrations
Value Criteria
Ultimate Objective
(Functional, Social, Personal) (Metric, Rank, Frustration)
Value Criteria
Current Solutions(Use, Ad-hoc, Barriers)
Observations
Increase …Increase …Increase …
Minimize …Minimize …Minimize …
(Functional, Social, Personal) (Metric, Rank, Frustration)
Customer’s Steps(Activities, Decisions)
© Copyright ClearAction. All rights reserved.
Design Surveys About Customer’s World
Desired Outcomes
Circumstances, Ultimate Objective, Integrations
Undesired Outcomes
(Functional, Social, Personal)
Current Solutions(Use, Ad-hoc, Barriers)
Increase …Increase …Increase …
Minimize …Minimize …Minimize …
(Functional, Social, Personal)
Customer’s Steps(Activities, Decisions)
© Copyright ClearAction. All rights reserved.
Map Customer’s World to Company’s World
Desired Outcomes
Circumstances, Ultimate Objective, Integrations
Undesired Outcomes
(Functional, Social, Personal)
Current Solutions(Use, Ad-hoc, Barriers)
Increase …Increase …Increase …
Minimize …Minimize …Minimize …
(Functional, Social, Personal)
Customer’s Steps(Activities, Decisions)
Product Service
Business Model
Affinities Convenience
Policies Processes
Culture
© Copyright ClearAction. All rights reserved.
Use Legacy Survey Data for KPI Trending
Desired Outcomes(Functional, Social, Personal)
Customer’s Steps(Activities, Decisions)
Product Service
Business Model
Affinities Convenience
Policies Processes
Culture
© Copyright ClearAction. All rights reserved.
Plan Surveys to Inject Customer-CentricityThroughout the Company’s World
© Copyright ClearAction. All rights reserved.
Reality Check: What’s in it for the Customer?
Your CustomerPrograms
What customer programs are in place?
Your Viewpoint
How you get value
Customer’s Viewpoint
How they get value
Ratio
You / Customer(benefits, preventions, ratings) (benefits, preventions, ratings)
Your Customer Survey Questions
What survey questionsare in place?
Your Viewpoint
How you get value
Customer’s Viewpoint
How they get value
Ratio
You / Customer(benefits, preventions, ratings) (benefits, preventions, ratings)
© Copyright ClearAction. All rights reserved.
Notes on Making Surveys Customer-Centric
Design Surveys About the Customer’s World
• Take every opportunity possible to learn about customers
• Engage execs & employees enterprise-wide
• Stream relevant content to every department
• Consolidate sources by themes for 360-degree views
• Use value quotients to see customer’s viewpoint
© Copyright ClearAction. All rights reserved.
Notes on Making Surveys Customer-Centric
Design Surveys About the Customer’s World
• Take every opportunity possible to learn about customers
• Engage execs & employees enterprise-wide
• Stream relevant content to every department
• Consolidate sources by themes for 360-degree views
• Use value quotients to see customer’s viewpoint
• Leverage Customer Experience Personae as basis for:
• Customer-centric survey questions
• Mapping enablers (co. world) to outcomes (C world)
• Strategic decisions and tactical decisions
• Pulls together metaphor, circumstance, outcomes research
• Design survey with customer-centric culture in mind© Copyright ClearAction. All rights reserved.
all other concerns
Summary: Are Your Surveys Customer-Centric?
“centric” having a specific thing as the focus of attention & efforts
“culture”
A group’s ways of thinking and doing
customer
© Copyright ClearAction. All rights reserved.
ClearActionCX.com/cx-books
If You Like These Concepts, Get the Book!
4 Keys Explained
30 Templates
Step-by-Step
Guidelines
© Copyright ClearAction LLC. All rights reserved.
Do you like these concepts?
Let us help you master them
to increase your company’s growth!
Contact us today:
tel +1 408 687 9700
ClearAction clients praise our insights on actionability & engagement
“ClearAction taught us things
that wouldn’t readily cross our
minds and has increased our
efficiency & accuracy in many
areas. We highly recommend
ClearAction as a business
consultant.”
“The cross-functional collaboration
necessary to successfully manage
the customer experience requires
big picture, systems thinking.
ClearAction brings very practical,
well-thought out approaches to get
the internal cooperation needed.”
“ClearAction is very dependable
and detail-oriented, and has an
extremely high sense of integrity.
There's no question ClearAction
will do what's needed to ensure
the work is done correctly and the
client's best needs are taken into
account.”
© Copyright ClearAction LLC. All rights reserved. Page 36
Consulting Roles
We have provided ClearWisdom™ to dozens of companies
Partial List© Copyright ClearAction LLC. All rights reserved. Page 37
Customer Experience Optimization Talk Show
Hear interviews with companies such as:
Adobe, Aon, CenturyLink, Cisco, Citrix, Coca Cola Enterprises, Dell, EMC, GE, HP, ICW, Intuit, Kimpton, NCR, Philips, Safelite,
Sungard, SunTrust, Symantec, TELUS, tw telecom, Virgin Mobile, Wells Fargo
http://ClearActionCX.com/cx-podcasts
e-books available at ClearActionCX.com/cx-books
or Amazon Kindle:
Metrics You Can Manage For SuccessCustomer Experience Improvement Momentum
Innovating Superior Customer Experience
white paper available at ClearActionCX.com/cx-articles
Employee Engagement in Superior Customer Experience: 4 Overlooked Key
Competencies for Sustainable Results
Resources about customer experience optimization
See more at http://ClearActionCX.com/best-practices
© Copyright ClearAction LLC. All rights reserved. Page 38
© Copyright ClearAction LLC. All rights reserved. Page 39
For More About Customer Experience:
www.ClearActionCX.com/best-practices
tel +1 408 687 9700