CUSTOMER EXPERIENCEFrom research to journey mappingHarikrishnan menon1
UX vs CX
15 years of exp 1024x768
CX over all feel
Not all of it are rational
I think renaming tiger bread giraffe bread is a brilliant idea - it looks much more like the blotches on a giraffe than the stripes on a tiger, doesn't it?
It is called tiger bread because the first baker who made it a looong time ago thought it looked stripey like a tiger. Maybe they were a bit silly.
-Chris King (age 27 & 1/3)150,000 Likes and about 50,000, tweets5
James allen- 80% vs 8% 7of all consumers will never go back to an organization after a negative experience 87%unhappy customers dont complain96%of them simply leave91%other unhappy customers who have remained silent26friends about the bad experience15For a Customer complaint there areEvery unhappy customer will talk toGave 1 week for the companies to respond50%Started doing business with the competitors89%Posted a negative comment on social media26%of those comments were ignored79%Why do they leave10The company was unavilable58%Said they knew more than the company reps knew57%Didnt get their name right51%Will pay for a better experience86%of the customers believe youdont care about them68%DiesMoves awayPersuaded by familiar sourcePersuaded by competitorDissatisfied with service
9%14%5%3%1%68%Source: Smashing MagazineCustomer LoyaltyAcquiring a new customer can cost up to 5 times more than retaining a current customer Customer Retention Customer Acquisition
Who are you loyal to?Emotional connection
a 2% increase in customer retention can have the same effect on profits as cutting costs by 10%. CMO Council
73% Friendly Employee or customer service representatives55% Easily find information or request help36% Personalized experience
FEELINGSTHOUGHTSEMOTIONSCustomer ExperienceMobilePrint MediaStoreSocialCustomer CareFriendsCustomer JourneyRESEARCHNeedCOMPARE & DECIDEBUYSERVICEAspiration InfluencePeer PressureDissatisfactionWebsiteFriendsAdvertisementsSocial MediaReview WebsiteAppsStoresExpert AdviceComparison Tools Websites AppsFriendsOffersStoresBrandCostExpert Advice
Credit/EMIServiceWarrantyTrendsFeaturesLocationDurabilityResale ValuePayStoreOnlineMode of PaymentInvoiceMode of DeliveryMaintenanceCustomer CareHelpDeliveryQualityFeedbackTOUCH POINTSProduct/Service JourneyRESEARCHIDEATEDESIGNMarketCustomerOpportunityMARKETINGSELLSERVICETrendsBench MarkingFeaturesTechnologyData AnalysisValues
BrainstormingRoad MapDesign StrategyMarketing Strategy
Design RoadmapDesign SketchesPrototypeImplementationTrainingTestingCostingMerchandisingAdvertisementWebsiteStoreMerchandisingAppsBlogsTie UpsPayment GatewayMode of PaymentCreditInvoiceMode of DeliveryUp SellingCross SellingDemosConsultantsFeedbackMaintenanceT&CCustomer CareOffersSocial MediaOffersEventsGamesEmailSMSTOUCH POINTSTouchpoints
MobileAdsStoreSocialCustomer CareT&CWebsiteFeaturesServiceOffersPriceSpecificationDigital MarketingOperationsLegalDigital MarketingDesignSalesDesignOperationsSalesMarketingMarketingSalesSalesMarketingDesignDigital MarketingDesignSalesDesignMarketingOperationsSalesDesign
Positive experience for customer, but negative impact on the businessA Bangalore Mall A Case StudyCUSTOMEREXPERIENCEPROCESSDISCOVERUNDERSTANDDESIGNITERATEIMPLEMENTCXAGILEDESIGN THINKING19DESIGN THINKINGPROCESSEmpathizeDefineIdeatePrototypeTestDesign Thinkingis about taking a human centered and iterative approach to problem solvingBUSINESSDESIGNDESIGN THINKING
US$8.94 billionUS$14.65 billionUS$ 1.364 billionUS$31 million
Poor customer experiences result in a loss by US enterprises each year because of defections and abandoned purchases
US$83 billionImpact of CX on BusinessSourcehttps://goinstant.com/blog/the-effect-of-competition-on-customer-experienceshttp://blogs.forrester.com/megan_burns/12-03-28-our_data_once_again_shows_that_better_customer_experience_yields_millions_in_revenue_benefitOracle
21Thank you !