Seven Philosophies to build a great customer experience

www.beyondphilosophy.com

The Seven Philosophies for Building a Great Customer Experience

Colin ShawFounder, Beyond Philosophy

Beyond Philosophy © All rights reserved. 2001-2010


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www.beyondphilosophy.comBeyond Philosophy © All rights reserved. 2001-2010

The Beyond Philosophy Perspective

Customer Experience

is all we do!

Thought leadership is

our differentiator

Offices in London,

Atlanta with Partners in

Europe & Asia

Fourth book launched

in September 2010

Focus on the emotional side

of the Customer ExperienceLinks with

Academia


We are Proud to Have Helped Some Great Organizations…



85% of senior business leaders say that just differentiating on the physical - traditional is no longer sustainable…

Source: Marketing forum original

research



Customer Experience Definition

A Customer Experience is an interaction between

an organization and a customer as perceived

through a Customers conscious and subconscious

mind. It is a blend of an organization‟s rational

performance, the senses stimulated and emotions

evoked and intuitively measured against customer

expectations across all moments of contact.



Seven Philosophies for Building a Great Customer Experience

Great Customer Experiences are:

1. A source of long-term competitive advantage

2. Created by consistently exceeding Customers physical & emotional expectations in areas that drive value

3. Differentiated by focussing on stimulating planned emotions

4. Enabled through inspirational leadership, an empowering culture and empathetic people who are happy and fulfilled

5. Designed “Outside In” rather than “Inside Out”

6. Revenue generating and can significantly reduce costs

7. An embodiment of the brand
















“How well did we anticipate your needs?”



Anticipating my needs?



Anticipating my needs?












+

_

EC

CP

CPCP

Understanding the Customers Emotional Journey using Moment Mapping®

CP

EC - Emotional Cookie

- Combustion Point

Emotional Events

Enter

the

ResortWelcome

Helped

with

bags

DVD

Not

working

They

fix

it

Visit

the

poolWait

ECWait

Reception CP

EC

+

EC

Exceeding

emotional

expectations

Failing

emotional

expectations






“There‟s higher re-trade and higher new trade on

all of those. We‟ve seen something like a 20%

uptake over and above the „traditional‟ mail shot”.

































Why is Customer Experience important?

Construction company

Increased profits by 50%

Moved from 4th to 1st in market share

Electrical Retailer

Reduction in complaints by 20%

Increase levels of trust by 10%

3% increase in „like for like‟ sales.

Insurance company

76% to 6 % return calls – million calls of

calls

Moved from 73% to over 90% Customer

satisfaction

Telecoms – Business to Business

Cost savings of 36%

Increased revenues by 7%



Stock Performance Indications

Compared the S&P 500 market index with the top 10 companies in the Forrester's CE Index and the CE laggards. Between 2007 and 2009.


Source: Watermark Consulting 2010.










7. An embodiment of the brand



The brand makes a promise in the

market; the Customer Experience

delivers that promise.



Questions?


London Office: 0207-917-1717

Atlanta Office: 1-678-638-6162

• [email protected]

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Seven Philosophies to build a great customer experience