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C USTOMER E X PERIENCE. Basics.

Customer Experience Basics

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Understand about the customers journey and how to work on touchpoints to provide the best experience for your customers

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Page 1: Customer Experience Basics

CUSTOMEREXPERIENCE.

Basics.

Page 2: Customer Experience Basics

Is the sum of all experiencesa customer has with a supplier

of goods and or services,

over the duration of their

relationship with that supplier.

CUSTOMEREXPERIENCE

Page 3: Customer Experience Basics

The Customers Journey.

Touchpoints.

To Keep in Mind...

Page 4: Customer Experience Basics

TheCustomersJourney.How to create content to provide the best experience to your customer

Page 5: Customer Experience Basics

Pre purchase:Promotions, PR, displays, webinars, email, newsletters, social media, video, WOM, web.

“Put the same attention as if it were the product”“Blow them away since the first contact”

Purchase:Packaging, sales page, events, sales person,

trade show, invoice, check out process, up sale, web navigation.

Post purchase: Forums, social media, delivery, loyal program,

customer service, thank you, customer appreciation, surveys, auto responder.

Page 6: Customer Experience Basics

The Narrative Arc.

Exposition

Rising action

ClimaxTurning point.

Fallingaction

Resistance

Denouement

Page 7: Customer Experience Basics

TouchpointsWhat you should focus on, every interaction is a chance.

Page 8: Customer Experience Basics

The Narrative Arc.

What is your customer doingat this point?

How is he feeling?

What’s the action you want your customer to do?

Ok, they’re with you.What are you giving them?

(They haven’t bought anything yet)

Engagement(Whats the emotion here?)

What would blow your people out of the water?

(Not happened at this point)

*

What’s the emotionwhen they’re feeling burned

out of the brand?What invitation can you give

them to re-engage?

How do you invite them to sharetheir experience with your brand?

Page 9: Customer Experience Basics

The Narrative Arc.

WebsiteSocial Media

BTL

NewsletterFeatured content

Visual communicationon store.

Featuring them on networks.Guided tour. Send a suprise gift card?

Disc. code?Public activation?

Phonecall after purchase?Dinner with top customers?

Invitation with a hashtag.Guest post.

Page 10: Customer Experience Basics

To keep in mind...

Page 11: Customer Experience Basics

You can try one touch point per quarter.

Take your process and educate everyone on it.

(Everyone must be aware of the experience you’re trying to create.)

You can focus on one action at a time and test.

(This also helps with measurements)

Page 12: Customer Experience Basics

Be very clear with your invitations.

(Be aware of the many calls to action your customer will have)

What are you giving to your customer?

Take the time to pay attention to your customers.

(Mind your customers happiness, be fan of their idols.)

Page 13: Customer Experience Basics

Costumers often have very low expectations, use that on your favor.

(The real world sometimes sucks, you know.)

It’s not only about your brand.

(Me, Me, Me < Lifestyle)

Integrate touchpoints into your workflow.

Page 14: Customer Experience Basics

ThankYou!

@osvaldoayala_