CX playbook
“In everything we do, we believe in inspiring people to take the actions that improve their
lives and livelihoods every day”
CX playbook
Culture code
CX playbook
1. Put people first2. Stay focused3. Obsess over audiences
4. Inspire action
CX playbook
5. Be curious6. Measure what matters
7. Be honest8. Have fun
CX playbook
4 pillars of client experience
1.communication
CX playbook
2. attention to detail
CX playbook
3. expectations
CX playbook
4. roles &
responsibilities
CX playbook
CX playbook
At the point of sale we don’t think about products...
CX playbook
WHAT?
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with clients, with each other
CX playbook
CX playbook
we’ve got our delivery process nailed.
CX playbook
CX playbook
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and they always deliver
CX playbook
CX playbook
CX playbook
clients feel they are
part of our team.
CX playbook
CX playbook
CX playbook
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examples of our client experience in action
CX playbook
CX playbook
we measure it like this
Happy with EOC report and insights included.
Followed up campaign to discuss results.
Wants to work with us again,
“seamless execution” “easiest partner we’ve ever worked with”
Strong handover. Clarity around who looks after what. What is needed when.
Did what we said, when we said we’d do it. - No chasing
Stats sent through regularly (weekly)
Happy with results - surpassed expectations
R - Sales A - PubC - Editor / CampaignsI - Finance / Mktg
R - CampaignsA - Sales C - Dev/ Editors/ Events/ Insights/ Sales/ MktgI - Publisher / Finance
R - CampaignsA - SalesC - InsightsI - Publisher / Finance
R - SalesA - SalesC - CampaignsI - Publisher
Ex: Conceptual expectations discussed,
Client measuring success by registrations on their tracking link - but no idea of volume.
Comms: meeting - follow up emails & phone.
Ex: communicated in handover. All v smooth.
Comms: Email
Ex: did what we said when we said. results good.
A2D: Happy with report detail & insights
Comms: Weekly reports by email. No need for extra comms (clients)
Ex: Met throughout campaign. Surpassed sign up expectations
A2D: Happy with report detail. & insight
Comms: Email roundup with EOC report.
Sift Media customer journey map:
Meeting Phone calls Email
Handover email & kick off call. Email with deadlines & remindersWeekly email with report and recommendationsMid campaign call Event based touchpoint for successes / improvements
EOC report & email Follow up call
R - SalesA - PubC - Mktg / Campaigns / EditorI - Campaigns
Initial ideas “brainstormed” in coffee shop.
Lots of insight / advice from us at this stage for new ways to approach.
Handed over to delivery team client side to deliver
Discussed expectations and some metrics. Nothing v specific though as trying something new - so didn’t know what to expect.
(based on real client feedback - July 2015)
CX playbook
rebookpre sale service delivery purchase post delivery
Sift Media customer journey map:
“seamless execution”
“easiest partner we’ve ever worked with”
CX playbook
rebookpre sale service delivery purchase post delivery
Sift Media customer journey map: CX playbook
and if things go wrong, a bit like this...
CX playbook
rebookpre sale service delivery purchase post delivery
Sift Media customer journey map: CX playbook
our entire organisation is committed to delivering
amazing client
experience
CX playbook
“I organised an editorial
education day to help my client
learn about content strategy.”
Stu, Commercial Manager, MyCustomer
CX playbook
CX playbook
“I take one of my clients out for cake every time we meet”Bertie, Commercial Manager, SMB
“I gave one of our clients advice on PR firms to approach for their communications requirements”
Neil, Editor MyCustomer.com
CX playbook
CX playbook
“I organised & hosted a masterclass in proof reading for my client’s team”Rachel, Account Manager, Enterprise team
CX playbook
http://www.sweetieworld.co.uk/chocolate_bars/box_of_cadbury_crunchie_bars/
“I sent one of my clients an entire box of Cadbury crunchies to say thanks.”Ben, Publisher, AccountingWEB
CX playbook
“I make sure we provide an excellent experience for event delegates with dietary requirements - from vegetarians to gastric bands”Hannah, Events Coordinator
CX playbook
“I helped an applicant having technical
difficulties complete her competition entry
on time by manually typing her
application answers into our system.”
Triana, Marketing Programme Manager
CX playbook
CX playbook
“One our clients is a huge
Liverpool FC fan so we’re taking
them to Anfield next year.”
Stu, Commercial Manager, MyCustomer
“I delivered a presentation to our clients on what makes great content marketing and what they should be aiming for.” Jamie, Editor HRZone
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“We created detailed
mockups and wireframes to
help a client visualise our
suggestions for a bespoke
campaign solution”
Kate, Project Manager
“I took one of our key accounts to see a
West End show.” Gemma, Head of Campaigns
CX playbook
CX playbook
“I set up a video recording
at our offices to help a
client who didn’t have the
resource in house.”
Yiuwin, Publisher, SMB
CX playbook
“I phone my clients to thank
them personally for survey
feedback.”
Helena, Campaign planner
CX playbook
“I build custom reports for clients to turn their campaign results into meaningful insights”Clementine, Account Manager, AccountingWEB
CX playbook
“I sent my client a gift package when she went on maternity leave.”James, Commercial Manager, MyCustomer
CX playbook
“I spent a whole day working with different teams in my client’s office to really understand their business”Ben, Publisher, AccountingWEB
CX playbook
“I send boxes of cupcakes to our key agencies at Christmas.”Alison, Head of Agency
CX playbook
and this is how we do client experience.
CX playbook
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