NASSCOM ILF 2017: Achieving CX Success by Humanizing your Approach

ACHIEVING CX SUCCESS BY HUMANIZING YOUR APPROACHSCOTT LIEWEHR, CEODIGITAL CLARITY GROUP@SLIEWEHR | #NASSCOM_ILF

@sliewehr | #NASSCOM_ILF

“A customer’s holistic perception of a company and its offerings based on all of the customer’s interactions with the company…”

Customer Experience@sliewehr | #NASSCOM_ILF

The failure of a single interaction threatens a customer’s entire perception of a brand.


Who cares?@sliewehr | #NASSCOM_ILF

of consumers say they have switched business to a competitor due to poor customer experience

89%@sliewehr | #NASSCOM_ILF

of consumers say they will pay a premium for a great customer

experience

86%@sliewehr | #NASSCOM_ILF


customer

Of companies with “CX” initiatives: 2.3% have improved 69.2% remain the same 28.5% have gotten WORSE

Source: Forrester’s CX Index of 299 brands between Q1 and Q3 2015


Customer’s Perceived Experience – Customer’s Expected Experience

[the change in] Customer Satisfaction



Point of clarity: journey v. lifecycle@sliewehr | #NASSCOM_ILF

Customer Journey: a series of steps a customer goes through during an interaction with a company. It concerns itself with all channels, touchpoints, systems, people, objects, etc. involved directly or indirectly with the interaction.




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CX hierarchy of needsEffective utility

Seamless utility

Delightful utility


Stop chasing delight.It’s expensive, and it does not work.


Ineffectiveness Inconsistencies Inefficiencies

Be on the lookout@sliewehr | #NASSCOM_ILF

Organizational competencies for CEM

Business strategy User research Organizational change Experience design Business process mgmt

Customer data Content strategy Technology fluency Physical-digital blend Measurement


Absent?Sporadic?Scalable?Systematic?

Assess an organization

Business Process Management

User Research

Technology Fluency

Physical & Digital

Organizational ChangeMeasurement

Experience Design

Customer / Data Intelligence

Content Strategy

Business Strategy

Organizational maturity@sliewehr | #NASSCOM_ILF

The “How” of Customer Experience Management


Pragmatic CEM: An 8-Step Process


1. Determine opportunity



Customer Experience Ecosystem

CX hierarchy of needsEffective utility

Seamless utility

Delightful utility


1. Determine opportunity2. Prioritize projects


Developing your CX heat map@sliewehr | #NASSCOM_ILF

Duration / Cost / ResourcesLowHigh

High

Low

Valu

e

Cust Journey

Cust Journey

Cust Journey

Cust Journey

Cust Journey

Cust Journey

Cust JourneyCust

Journey

Cust Journey


1. Determine opportunity2. Prioritize projects3. Identify stakeholders


Stakeholder analysis@sliewehr | #NASSCOM_ILF


1. Determine opportunity2. Prioritize projects3. Identify stakeholders4. Establish metrics


Beware of averages


1. Determine opportunity2. Prioritize projects3. Identify stakeholders4. Establish metrics5. Gain commitment


The business case for CEM@sliewehr | #NASSCOM_ILF

Increased revenues

Lower cost-to-serve

Improved loyalty and retentionBenefits


Higher spending

Willingness to pay higher prices

Increased loyalty

Increased revenues through…@sliewehr | #NASSCOM_ILF

Lower acquisition costs Reduced retention costs Lower market research costs Reduced costs of service

Lower costs through…@sliewehr | #NASSCOM_ILF

Rule of thumb

Money is rarely the barrier; it’s action.Ask for action.


1. Determine opportunity2. Prioritize projects3. Identify stakeholders4. Establish metrics5. Gain commitment6. Make improvements7. Assess outcomes


Look out for unintended consequences


1. Determine opportunity2. Prioritize projects3. Identify stakeholders4. Establish metrics5. Gain commitment6. Make improvements7. Assess outcomes8. Repeat


What next?@sliewehr | #NASSCOM_ILF

1. Develop awareness@sliewehr | #NASSCOM_ILF

“The greatest enemy of progress is not stagnation, but false progress.”

- Sydney J. Harris@sliewehr | #NASSCOM_ILF

2. Get aligned@sliewehr | #NASSCOM_ILF

3. Be consistent@sliewehr | #NASSCOM_ILF

4. Deliver value@sliewehr | #NASSCOM_ILF

5. Be agile

53@sliewehr | #NASSCOM_ILF
