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Dynamic CX
So what’s the CX Problem?
Customer experience
is about…
SUCCESS
EFFORT
EMPATHY
The Customer experience we want :
‘I want to drive my own experience
based on my needs’
The Customer
experience we want:
‘I want it to work
seamlessly across my
channels of choice’
WebE-mail
Chat
Social Media
Cell
Branch
Telephone
The Tools we Use?
Customer Journey Mapping
Research Enquiry PayQuote
Clearly we need to
shift our thinking!
Shortfall 1:
Customer
Journey
Maps are
frozen in
time
Shortfall 2:
Customer
Journey
Maps are
passive
Shortfall 3:
Assumes
most
customers
and journeys
are largely
the same
Shortfall 4:
Customer
Journey
maps don’t
deal well
with
exceptions
Shortfall 5:
Customer
journey maps
don’t consider
messaging to
drive
outcomes
Move from
Journey Mapping
to
Context Mapping
Meet
Dynamic
CX
Start with the
overall value proposition
Customer
Journey
Brand
promisePrice
CompetitionProduct
Relationshi
p
Understand Customer Goals
Handled quickly
Handled with care
Understand real customer journeys
Online Agent
Quote Agent
E-mail Agent
Social Media
Online Agent
Quote Agent
E-mail Agent
Social Media
Understand real customer journeys
Manage journey interventions
Online Agent
Quote Agent
E-mail Agent
Triggered
Survey
Triggered
Survey
Triggered
Engagement
Engage and nudge on the journey
Roadblock
Trigger
Trigger Phone
Call
Trigger
Social Media
Contact
Map Single view
Interactions
Social
SentimentPersonal Details
Channels
Products
Used
Ingest Diverse Data
Understand Journeys from Data
Gain Perceptual Insight
End Point Occurrence Since
Start Point Interval
Goal Sequence
Mandatory Count
Occurrence Date
Review Segment
Create Survey
n = 1050
Experience : PURCHASE
Sub-Experience : QUOTE
Touchpoint : WEB
Create Survey
Ove
rall
Qu
es
tio
ns
(lin
ke
d t
o C
EM
mo
de
l)D
ata
Dri
ve
n Q
ue
sti
on
s
Dynamic Survey Generation
Ru
les
de
term
ine
ma
xim
um
nu
mb
er
of
qu
es
tio
ns
SOCIAL MEDIA MANAGEMENT
Predict Outcomes
Goal :
To buy a policy quickly
Segment 2
Segment 1
O1
I1
I2
V1
I3 I5
I4
O1 = Purchase
I1 = Avg Speed of
quote
I2 = Number of Quotes I3 =
Value
perception
I4 = Needs match
I5 =NPS
Segment Definition:
• Journey = D,E,E,D
• 18 to 32 years
• Initial channel = online
• Policy = $80 to $120
• Product = Motor / Home
Manage Exceptions
Cases will alert and be picked up by the
appropriate person/s. Contact will be
made in order to determine the reason for
the drop off and correct the service
experience
There are other potential scenarios too.
The path and associated drop-off could
trigger a follow up survey or engagement
which will then reach the people who had
that specific experience.
Male
(30-40 year old) State 1: Pre
claim
State 2: Post claim
State 3: (Unhappy)
Want to
leave
State 4: Staying with
company
(Happy)
Goal
VoC – Digital
Submit claim – Web
Confirmation – Email
Booking – SMS
Reminder - SMS
DynamicEngagement
Apology – Email (Based
on customer sentiment)
Tailored offer – Email
(Based on price or
customer life stage)
Personalized reminder
Accept offer - Web
That is what
we call
Dynamic CX
What you
need to do
Be a Customer
Experience
Designer
Start thinking like a
Marketer
CX Managers will
need a Dynamic CX
Tookit
move from Customer
Journey Mapping to
Customer Context
Mapping
The future is here,
Dynamic CX
