Hoffman Cxc Experience Show

© 2002. All rights reserved. ClientXClient Inc.

© 2006 All rights reserved. ClientXClient 908.350.3012

CLIENTxCLIENT

Think Like a Customer!

.

• Michael Hoffman 908.542.1134



1. How do you get businesses to recognize the value of customer experience? How do you define customer experience?

2. How do you help businesses/your business create process and discipline around developing excellent customer experiences?

3. How do you make the right choices around customer experience design? How do you know you are doing the right thing?

1. Designing experiences that exceed expectations2. Distinguish where the function of customer experience

contributes to process-sales, communications, research3. Distinguish key touch points of the design4. Avoid common mistakes5. Designing with specific motives,6. And objectives that can easily be adapted and changed



How do you get businesses to recognize the value of customer experience?

• Company X is going to grow sales 20%• Product launch goal 3,000 units • Company X is going to reduce expense by 15% and

grow sales 17%• Spring campaign $125 ROA (Return on advertising

dollar)• Net promoter score of X• Retention rate 85% goal• Call time reduction 8 seconds• Reduce disconnect rate 6%



CUSTOMER EXPERIENCE



VISUALIZE

CustomersInfluencersPartnersCommunity

Suspects Buyers Customers



VISUALIZE

Repair DisposeSelection SupportUsePurchaseAwareness

Customer Experience (Process)

ORGANIZE



VISUALIZE

Repair DisposeSelection SupportUsePurchaseAwareness

Customer Experience (Process)

ORGANIZE

MailGross

PurchasesNet

Purchases7,308,276

24,170117,637428,293 36,568 12,398

42 31

Delivered/Opened

Respond Returns

VISUALIZE ORGANIZE MONETIZE



ROI Calculator

1. Grow Response Rate 0.000%

2. Grow Attended Rate 1.000%

3. Grow Enrollment Rate 1.000%

4. Reduce Withdrawal Rate -1.000%

First Year Benefit $2,650,178.15

This is the first year return expected with $400,000 investment. $10.3M three year return



Hard Measures

Soft Measures

Net Promoter SurveysBrand Awareness

We are Measuring Customer Experience!How Do You Measure Expectations?

Customer Interactions



Customer Experience MatrixTM:

Community

Outdoor

Affiliate

3rd Pty web

Wholesaler

Partner

Direct Mail

Email

Web

Call Center

Field Sales

Events

Retail

Branch

Support ReturnIdentification UsePurchaseSelectionAwareness

Customer Process

?

7.3M

?

?

?

Ch

ann

elVISUALIZE ORGANIZE MONETIZE OPTIMIZE

7,308,276 24,170117,637428,293 36,568 12,398



Customer Experience MatrixTM:

Community

Outdoor

Affiliate

3rd Pty web

Wholesaler

Partner

Direct Mail

Email

Web

Call Center

Field Sales

Events

Retail

Branch

Support ReturnIdentification UsePurchaseSelectionAwareness

Customer Process

?

7.3M

?

?

?

Ch

ann

elVISUALIZE ORGANIZE MONETIZE OPTIMIZE

7,308,276 24,170117,637428,293 36,568 12,398



Send e-Mail – It’s free!!!!



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Simple Customer Flow Across Campaign

Aw

aren

ess

Info

rmat

ion

Iden

tific

atio

n

Sel

ectio

n

Neg

otia

tion

Con

trac

t

Logi

stic

s

Del

iver

y

Acc

epta

nce

Col

lect

ion

Use

Car

e &

Sup

port

Rep

air

Com

mun

ity

Indi

rect

by Channel-System [revised row sequence]Digital

1 Campaign Mgt-Email CV-In CV-In2 Banner Ads CV-In3 Website CV-In CV-In4 Shop2U Email CV-In5 Support Email6 Click to Chat

Geography10 Direct TV CV-In11 Magazines CV-In

One-on-One20 Marketing Database21 Inserts - Campaign Mgt22 Inbound Telemarketing - West CV-In23 Outbound Tele - Campaign Mgt CV-In CV-In24 Direct Mail - Campaign Mgt CV-In25 Continuity (Order, Bill, Ship) CV-In CV-In CV-In CV-In CV-In26 Catalog (Order, Bill, Ship)27 Customer Service

Community30 Newsletter

Store41 In-store Promotions42 Kiosks43 Community Events

Third Party51 Package Inserts52 Affiliate Offers

CV-1(next shipment)



Sample Analysis - Drilldown



1. A

wa

ren

ess

2. In

form

atio

n

3. Id

en

tifica

tion

4. S

ele

ctio

n

5. N

eg

otia

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6. C

on

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7. L

og

istic

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8. D

eliv

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9. A

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10

.$ Co

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11

. Us

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Su

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13

. Re

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. Co

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ity

Geography

Digital

Location

3rd Party

One-On-One

Community



Customer Experience Matrix™ + Triggers + Enabling Technology

• Differentiated service at every point of contact• Reduced cost through call diversion and improved

responsiveness• Increased revenue through more selling opportunities

and better targeting • Increase retention of best customers• Create additional revenue opportunities through

customization• Better 3rd party relationships• Higher Acquisition hit rates• Higher yield per customer

Business

Hoffman Cxc Experience Show