Optimize the Customer Experience - Daniel Roundy

What(is(Iterative(Insights™(Day?

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InQcontext(Learning

Collaborative(Engagement

Multiple(Consumer(Touch(Points

Research(Principals(for(Better,(Faster(Marketing(Decisions

Learn more at: digsite.com/blog/iterative

About%Your%Speaker

Daniel%%RoundyConsulting(Director(at(

Mcorp CX

© 2017 McorpCX, Inc., All Rights Reserved


Daniel Roundy:Consulting Director, McorpCX

" Customer experience and innovation consultant

" Responsible for coordinating and delivering consulting engagements with clients in technology, financial services and retail industries

" Former Microsoft employee with expertise in IT and business strategy and operations

" Previously led Microsoft B2C and B2B experience improvement initiatives

" Launched internal employee customer experience training and certification program


Build Customer-Centric

Capabilities

ImproveCustomer

Experiences

UnderstandTheir

Customers

McorpCX helps the companies we work for do three things:


Today, we’re going to discuss: What customer experience is (and why it matters), 4 steps to a better customer experience, and How to get started today!


90 percent of executives say customer experience is now “critical” to compete.

Why is a focus on CX so important? 3 megatrends…

1. The Era

of Smart Customers1

2. Customers

Less Loyal, More Vocal2

3. CX Drives

Measurable Value

1) Smart Customers, Stupid Companies: Hinshaw and Kasanoff, Business Strategy Press, 2012; 2) CapGemini 2013 WRBR; 3) McorpCX Customer Research; Oracle and Harris Interactive, 2011 and 2012 Customer Experience Impact Report; 4) Watermark Consulting Customer Experience Stock Analysis


Customer experience occurs every time a customer interacts with your products, services or devices…

The challenge: Her expectations of the experience drives how she feels about it.


And customer expectations are radically changing .

They have greater expectations of...# Service# Accessibility# Experience# Choice# Speed# Customization# Personalization # And more....


In a world of radically changing customer expectations, there is only one sustainable competitive advantage:

Deliver a better customer (and employee, and partner) experience, across all channels and interactions


Different Segments

JourneysInteractions

Devices andChannels

Discover

Consider

Purchase

Onboard

Use

Advocate

How? By giving customers the experiences they want. Which means “seeing” the journey through her eyes, across…


We need tools and a defined approach to accomplish this. Which is where customer journey maps come into play…

Wanting

What is she doing, and Why is she doing it?

What does she want or need to accomplish?

Doing What is she doing at each stage of the journey?

What are the touchpoints she encounters?

Thinking

What are her expectations and perceptions across the journey? Are we meeting her needs?

Feeling

What is she feeling? Does she feel great? Is she unhappy?

Are we causing her “pain” or anger?


CX leaders enjoy financial results like these…

1) HBR, August 2014: The Value of Customer Experience, Quantified 2) Forbes, March 2014: 'Customer Experience' Is Today's Business Benchmark


…with ROI in areas like these when they actively manage the customer journey and experience1

Greater customer “win-back” rates

+1,767%

16.8%: With Customer Journey Management, 0.9%: Without

Marketing return on investment24.9%: With Customer Journey Management, 16.2%: Without

+54%

Faster average sales cycle17.1%: With Customer Journey Management, 1.2%: Without

+1,325%

Positive social media mentions17.9%: With Customer Journey Management, 5.1%: Without

+24%

More cross- and up-sell revenue15.3%: With Customer Journey Management, 9.8%: Without

+56%

Revenue from customer referrals 17.1%: With Customer Journey Management, 1.2%: Without

+251%

1) Source: Aberdeen Group – The CMO Dilemma: Bridging the Gap Between Love and Money, May 2015




Learning to ride a bicycle…


Four steps to a better customer experience (using iterative insights!)

1.Start by

listening to the “voice of the business” to decide where

to focus

2.Listen to

the “voice of the customer” to gain deep

customer understanding

3.Share “outside-

in” customer insights using

customer personas and journey maps

4.Design,

prototype and test solutions which improve the experience

Pickup Item in Store

Check if Item is available in Store

Website: Store InvRequest

Transfer Inventory from Store

Receive Inventory in Store

Store Inventory

Mgmt

Receive phone call from Store

Place Order (Store Pickup)

Collect Info & Place Order (In Stock)

Follow-up w/ Customer on Item Wanted

POS: Call List of Customer Requests

POS: Place Order with Payment

Pickup Item in Store

Place Order (Store Pickup w/Transfer)

Find Item on Hold

Lookup Order # & Give Item to Customer

Receive Notice from Store

POS: Place Order with Payment

Collect Info & Place Order (Store Transfer)

Find Item on Hold & Release It

Store Inventory

Mgmt

Store Inventory

Mgmt

Transfer Inventory from Store

Order Mgmt

Store Inventory

Mgmt

Order Mgmt

Confirm Item On Hand

Update Customer Call List

On

Sta

ge

In

tera

ctio

ns

Ba

ck S

tage

In

tera

ctio

ns

Cu

sto

me

r A

ctio

ns

Reserve Item Store Inventory Transfer Notify Customer upon ReceiptSu

pp

ort

ing S

yste

ms

Order (Store Pickupw/Inventory Transfers)

Order Mgmt

CRM System

Store Inventory

Mgmt

Email Service Provider

Order MgmtCRMCRM

CRM CRM CRMCRM

Lookup Order # & Give Item to Customer


Stakeholder InterviewsUnderstand individual stakeholder perspectives of project success – challenges and opportunities they see and what they hope the project will deliver

Key benefits include:" Gather cross-organization perspectives about

customer engagement" Understand opinions about the most valuable

customer segments" Gain insights about the greatest opportunities

and challenges related to customer experience" Inform project goals, activities and outcomes

(definition of success)" Gain stakeholder buy-in to the project and

process!

Step 1: Voice of the business


Customer Journey Mapping WorkshopsMap the current state experience for target customers across a defined journey to deepen understanding of the “As-Is” situation and gain insight into improvement opportunities

6-step process:1. What’s the problem?2. Who are you solving for?3. What’s happening today?4. Visualize the journey5. Socialize and share6. Take action

Step 1: Voice of the business


Qualitative ResearchUnderstand the opinions, perceptions, emotions, experiences and beliefs of target customers in their own words.

Checklist:! Use “Voice of the business” to

determine the hypotheses you’ll test! Get creative with a variety of ways to

elicit feedback (yay for Digsite whiteboards!)

! Recruit individuals who most closely match your target audience

! And – the Digsite team is always there to help and GREAT to work with!

Step 2: Voice of the customer


Quantitative ResearchMeasure the performance of touchpoints across the customer journey, and quantify baseline metrics at a statistically projectable level.

What stuff to measure and quantify?$ How satisfied and loyal are your

customers?$ How easy, enjoyable and effective is the

experience?$ What are customers’ expectations of the

experience?$ Where specifically does the experience

exceed, meet or fall short of customers’ expectations?

Step 2: Voice of the customer


Research-based customer personas put a face to our customers

Step 3: “Outside-in” insights

Representing your key customer

segments


Here’s a retail banking persona: Meet Hilary…

Her name

Her goals

Her situation

A picture that represents her

A demographic profile

What she’s thinking

Hilary’s story exposes her motivations, as well as the challenges and tensions related to her banking experience


Here’s a retail banking persona: Meet Hilary…Her expectations

What she wants from you What

drives her loyalty

A snapshot of her banking journey

Her story is always presented in “her” words – Customer research lets us create a persona that accurately represents a customer segment


Research-based journey maps are driven by customer perceptions…


What she wants

What she’s thinking

How she feels

What she’s doing

The touchpoints she encounters

Where expectations are met– and aren’t.


…bringing data into play to support decision making


Exactly where expectations are met– and aren’t.

Where you can improve

Which interactions correlate to business outcomes (e.g. NPS)

What’s most important to her

The channels she uses

And how well they meet her needs


Prototype design solutions, considering many options

Step 4: Experience design

Time (and Cost) to Develop

Fide

lity

Storyboards and Blueprints

Wireframes

Functional Prototypes

DigitalMockups


Test and refine with customers, iterate on improvements

Step 4: Experience design

Test (and Develop) In Person:

Co-Creation

Conduct Online Customer Research

Measure Performance Against KPIs

[Repeat as Needed]




1. Start with the “voice of the business”" Which customers to focus on and get the experience “right”?" What are the steps of their journey?" What is working, and what isn’t?

2. Validate internal hypotheses through external “voice of the customer” research" Digsite online communities and sprints" Quantitative surveys

3. Visualize and share “outside-in” insights" Customer personas and journey maps

4. Take action!" Deepen understanding of the problem" Storyboard, prototype and test solutions with customers

How to get started (today!)


Any questions? Let’s talk…


Contact: Daniel Roundy, DirectorDirect: 1-425-223-2456Email: [email protected]

Presentations & Public Speaking

Optimize the Customer Experience - Daniel Roundy