Institutul de Marketing

Marketing research tools for Customer

Experience Management

May 20th 2016

Andreea Coca

A brief history of how CX came to be

• ‘How’ matters as much as ‘what’ service economy & customer service

• Higher consumer expectations & touchpoints’ multiplication experience

economy & customer experience

• Consistent & seamless approach to customer experience omnichannel &

customer journeys

CX metrics – shaken, not stirred.

Bottom(s)-up!

“The whole is greater than the sum of its parts”

Source: Oracle

Some home reading – more specific

metrics

Source: Oracle

• Strategic – direct traffic, indirect traffic, brand mentions, conversion rate,

rate of adoption, average order value

• Operational – campaign effectiveness, pages per visit, shopping cart

abandonment, frequency of visits, items per order, up-sell/ cross-sell,

average revenue per user

• Strategic – customer churn rate, NPS, customer satisfaction, customer

effort score

• Operational – emotional stickiness, average resolution time, channels cost

for interaction

• Strategic – cost of sales, marketing costs, service costs, costs per

interaction/ activity, self-service rates

• Operational – cost of acquisition, cost of retention, average handle time,

initial training time, content effectiveness, escalation %

• Leadership – vision

• Incentives – drive

• Culture – mind-set

CX optimization starts from within the

company…and ends up there too

5-10% Revenue growth

within 2-3 years

15-25% Cost reduction

within 2-3 years

+26% Gross margin

over competitors

Source: McKinsley

Road map: customer journeys

Source: Forrester

• Episodes/ stages

• End-to-end / experiences

• Language

• Duration

• Segmentation – goals

Compass?

A model from Disney

Needs

Wants

Stereotypes

Emotions

Source: Theodore Kinni, Be Our Guest: Perfecting the Art of Customer Service

Approach by adaptation

Source: GRIT 2015 Q3-Q4

• Frontline

• Open line for feedback, multiple channels

• Communities

Listen to consumers’ voice…

• Context fit

• Personalized response

• Shared experiences

…but don’t neglect to wear their shoes

THANK YOU!