CUSTOMER EXPERIENCE FOR EXECUTIVES
TOPICS, ISSUES, AND IDEAS ON HOW TO DO CUSTOMER EXPERIENCES
BETTER – FOR EXECUTIVES
CX STATS
us
target
acquire
support
retain
the death of the customer lifecycle is upon us
the birth of the community-powered continuum
company centric customer centric revenue value short term long term relaDonship engagement message content
managed expectaDons known expectaDons proprietary soluDon ecosystem
interacDon experience
customer-centric nomenclature
CUSTOMER EXPERIENCE DEFINED
• an experience is defined as the sum total of conscious events
• an experience is defined as a coordinated series of interacDons between a customer and a brand to accomplish anything
• an experience is defined by the customer, for the customer, at each touchpoint, each Dme.
CEM vs CX
Customer Experience Management
Customer Experience
JUSTIFICATION STATS
NPS – PROS AND CONS
• rally the troops • benchmark • easy to understand (maybe)
• vanity metric • implied causa<on
• people – well, they lie…
• “gameable”
HOW TO USE NPS WELL 1. follow up
1. did you recommend us? 2. did they contact us? 3. did they buy? 4. how does it compare?
2. correlate – beware of pirates 3. just one more metric, don’t
forget more important ones 4. it it not just one metric, it’s a
correlated-‐to-‐KPI-‐metric – by itself is worthless
data knowledge content
infrastructure pla\orm
so]ware
opDmizaDon
personalizaDon autom
aDon
customer employee partner supplier
legacy app
licaD
ons
legacy databases
legacy SaaS and internet
legacy analy2cs
clou
d inform
aDon
expe
rience
public
mobile laptop / desktop
IoT
interfaces
business (digital) transformation paradigm shift
75% of brands don’t know what engagement is – but are measuring “it”
knowledge * trust
Dme e =
engagement as an outcome, not a goal
RETENTION STATS
CUSTOMER JOURNEY MAPPING
ANTICIPATED JOURNEYS
SINGLE, MULTI, CROSS, OMNI?
S
M
W
E
P
C
S – SMS, W – Web, E – Email, C – Chat, P – Phone, M-‐ Social Media, D – Data, K-‐ Knowledge
1980 1995 2010
S W E C P M
RKD
RKD
RKD
RKD
RKD
RKD
W
MS
E
P
C
DKR
silo single channel
semi-‐integrated mul<-‐channel
integrated cross-‐channel
D
K R
UC
OMNI IS NOT POSSIBLE
• misses one component, are you stupid? – single, combined, all-‐encompassing data model
• may close gap between expectaDons, delivery • needs to be – based on intent, – based on previous and predicted interacDons – keeping them together as one, – play equally across all channels
• technology, desire, need exist
CLOSING STATS
• feedback mamers – best in class CX– 70% use feedback – industry average – 50% use feedback – laggards – 29% use feedback
• informaDon mamers – 56% of customers just want the right answer – 64% don’t trust the informaDon – 44% confirm they got the the wrong answer