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Mapping The Customer Experience on The Path to Increased ROI |Contents ©2018 TMD | THE MARKETING DEPARTMENT
Through Mapping the Customer Experience
Connecting with the Customer:Threat or Opportunity?
Mapping The Customer Experience on The Path to Increased ROI |
Customer experience is: “A blend of a company’s rational performance and the emotions evoked in all the interactions with the customer, across all touch points”
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Mapping The Customer Experience on The Path to Increased ROI |
Consistently great experiences don’t happen by chance.
They are the outcome of deliberately designed customer journeys.
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Mapping The Customer Experience on The Path to Increased ROI |
“People will forget what you said, people will forget what you did, but people will never forget how you made them feel”.
Maya Angelou
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Design for Emotions
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Real Estate
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Technology
What do these have in common:
• Martin Luther King
• Gettysburg Address
• Steve Jobs “sorry, no beige”
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What is customer experience (CX)?
=
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Customer experience is not…
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There are numerous different parties contributing to the end to end customer experience
=+ +
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Why should Technical & Electrical players be concerned?
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Change in the pace of innovation in Electrical Industry
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Customers expect to control their customer experience
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The Connected Customer
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Industrial Innovation of Things (IIOT)
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A “Real Life” example…no customer service staff
Mapping The Customer Experience on The Path to Increased ROI |
• Vision of experience
• Metrics
• Map of the experience
• Benchmarking
• Marketing Roadmap
• Implementation / Results
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Companies successfully delivering experience have:
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Why is itimportant?
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Improving Customer Experience delivers cash today
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Watermark defines Customer Experience Leaders and Laggards as the top ten and bottom ten rated public companies in Forrester Research 2007 – 2016 Customer Experience Index studies. Comparison is based on performance of equally – weighted, annually adjusted stock portfolios of Customer Experience Leaders and Laggards relative to the S&P 500 index.
Improving Customer Experience delivers cash today
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Allocation of resources are focused on greatest return, within the shortest time possible
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How do we want customers/colleagues/partners to feel?
Mapping The Customer Experience on The Path to Increased ROI |
• We want customers to have an experience that …
• We will deliver the desired customer experience through …
• We will have succeeded when our customers say …
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How do we want customers/colleagues/partners to feel?
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How well are we doing?
Mapping The Customer Experience on The Path to Increased ROI |
Net Promoter Score (NPS)
Net Promoters* = % promoters - % detractors*Net Promoter System and NPS are registered marks of Fred Reichheld & BAIN
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Mapping The Customer Experience on The Path to Increased ROI |
Customer Effort Score
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But, measuring alone is not enough
Percent of Companies
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What is customer journey mapping?
Mapping The Customer Experience on The Path to Increased ROI |
Client Services
MOT
Pain Point
Both
Review all current Customer Metrics to ensure they alignwith key areas for customers
Customer Journey Mapping: Good Practice #1
Source: Mulberry Consulting 2014
© TribeCX Ltd 2018
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Identify Pain Points
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Identify Moments of Truth
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Identify Overlap
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Identify Ownership
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Benchmarking who’s setting expectations
Mapping The Customer Experience on The Path to Increased ROI |
Helps convince leadership
Provides a baseline – to show progress
Caution:
The answer isn’t always blue!
Benchmarking who’s setting your customers expectations
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So…how do you get started?
Mapping The Customer Experience on The Path to Increased ROI |
Get hard evidence (proof points) … quickly
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Mapping The Customer Experience on The Path to Increased ROI |
Use template: How do we want customers/ colleagues / partners to feel ?
Where are we starting from?
What do we want to become?
How are we going to get there?
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Get Started: North Star
?
Mapping The Customer Experience on The Path to Increased ROI |
Rapidly diagnose the current experience being delivered to customers
Identify Moments of Truth, Pain Points and Overlaps
Prioritize opportunities to improvement
Create a roadmap to ROI – Do Now, Do Next, Do Later
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Get Started: Rapid Journey Mapping
Mapping The Customer Experience on The Path to Increased ROI |
Benchmark:
TMD’S Maturity Assessment helps organizations benchmark current maturity levels on the road to becoming a CX centric brand.
Based on your responses, the assessment will help identify where you’re starting from and provide a summary of:
• How you compare
• Top 5 Business Risks
• Top 5 CX Opportunities
• Top 5 Marketing Roadmap Activities
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Get Started: Benchmark expectations
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Get started: Benchmark – Good news
• Use the FOB and go to www.rapidcjm.com
• Complete the maturity assessment
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You can get a long way on your own .. make a start
Mapping The Customer Experience on The Path to Increased ROI |
…an expert will accelerate & de-risk your plan
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So…how do you get started?
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How to get started: Benchmark:
• Use the FOB and go to www.rapidcjm.com
• Complete the maturity assessment
• Schedule a call to discuss your results
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How to get started: Keep talking
David Hicks
David Cliche
Aman Chatha
Mapping The Customer Experience on The Path to Increased ROI |
Thank you
…reports, papers etc. Email me @
David [email protected]
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