Customer Experience Mission Development. Jeannie Walters, CCXP CEO, 360Connext

Transcription

1 Customer Experience Mission Development Jeannie Walters, CCXP CEO, 360Connext

2 Agenda Why should we care about customer experience? The TRUE customer journey Why do we need a mission? Key questions Keeping your mission on track Five pillars of customer experience success

3 Customers don t live in the world you create.

4 Highlight Text Color

5 Our billing department is great!...they are SO on top of things.

6 Their billing department is terrible! Why can t they fix it?

7 What s your viewpoint? Punch Text

8 Customer Experience Leaders +77.7% 7-Year Stock Performance S&P 500 Index +51.5% Customer Experience Laggards -2.5% Customer-focused organizations outperformed profit-focused organizations by 80.2% Data courtesy of Watermark Consulting

9 45% We lack resources/funding 92% Customer Experience is a priority Data courtesy of Forrester CX laggards don t invest in evaluation & improvement. Data by Forrester

10 Cognitive Dissonance

11 Cognitive Dissonance Frustration Anxiety Guilt Anger Dread Hunger Embarrassment

12 Customer-Focused Mindset Cognitive Dissonance 95% Unconscious Emotion is 50% of the Experience EXPECTATIONS EXPERIENCE SET IS THE EVERYTHING EXPERIENCE 12 positive ~ 1 negative experience Amygdala power: 2/3 negative energy Viewpoint is critical

13 Customer-Focused Mindset

14 What s your customer s journey like? AWARENESS Pre-Sale/ Pre-Need CONSIDERATION Engagement/ Casual Research SELECTION Filling THE Need/ Comparison Shopping PURCHASE Buying/ Onboarding/ Deployment SATISFACTION Expectations Met LOYALTY Delight ADVOCACY Proactive EXIT

15 What IS a customer touchpoint? Typically: Mobile Signage Direct Mail Web Sites Estimates & Sales Invoices Customer Communications

16 Touchpoints are often created by employees who do not interact with customers.

17 Mobile Un-Friendly Too Markety 404! Confusion Channel Bias Customer journeys are not linear. Too Many Steps Data courtesy of Gallup

18 It s always been done this way

19 I would have followed up with my customer right away if I knew the job was complete already!

20 I haven t heard from my account manager in a while. I wonder if something is wrong..?

21 The job was completed as expected. I m satisfied. 60% - 80% of lost or defected customers previously claimed to be at least somewhat satisfied. Bain & Company

22 Proper engagement works both ways. Properly engaging customers and employees can lead to a 240% boost in performance over companies that do not. Data courtesy of Gallup

23 Give your statement meaning. The company is a leading content, commerce and technology company that provides customers easy and convenient access to books and other content across its multi-channel distribution platform. This company mission is not customer-focused.

24 Give your statement meaning. The mission of Southwest Airlines is dedication to the highest quality of Customer Service delivered with a sense of warmth, friendliness, individual pride, and Company Spirit.

25 Give your statement meaning. At the heart of The North Face is a mission to inspire a global movement of outdoor exploration and conservation..

26 Make your statement scalable. "To bring inspiration and innovation to every athlete* in the world."

27 Establish core values 59% Data courtesy of Gallup

28 1. What s our brand promise?

29 2. What s in it for the customer?

30 3. What experience can we deliver?

31 4. What do we want customers to feel?...have the courage to start with the customer. My biggest regrets are the moments that I let a lack of data override my intuition on what s best for our customers. Photo via TechCrunch

32 5. How is our mission tied to the process? every aspect of our business has been founded upon the outdoor lifestyle and a Timberland community that thrives on giving back.

33 Promise WIIFM? Deliver Always-on Internalize

34 What s our brand promise? Know what expectations you re setting for customers Establish core values for yourself and your team

35 What s in it for the customer? Don t get caught up in your own processes Remember why customers love your brand

36 Can we always deliver on it? Aim high, but be careful not to overpromise It s critical to get an outside-in perspective

37 What do we want customers to feel? Don t let data cloud your judgement- do what s right Avoid changes that derail or compromise your mission

38 Is our mission internalized? Extend the mission through all departments All internal processes must align with your mission

39 Mission is your compass

40 For staff meetings

41 for internal processes

42 for engagement

43 Is your mission on track? Do your people know the mission by heart? Are you happy with the judgment calls they re making? Do your customers feel how you want them to feel?

44 How can you know?

45 Use customer-focused KPI s Traditional KPI s Periodic Sales Net Revenues Leads per Sale Time on Call Churn Rate* Customer-focused KPI s Customer Sentiment Customer Engagement Customer Loyalty Customer Lifetime Value (CLV)

46 Customer Lifetime Value (CLV) (Average Sale Value) X (Number of Repeat Transactions) X (Average Retention Time in Months or Years) = CLV

47 Customer Satisfaction Customer Loyalty Customer satisfaction/loyalty Based on what customers say Does not tell the whole story Based on actual customer behavior Observation is ESSENTIAL

48 Map the micro

49 I have a need I select this company I start the relationship I have a customer service issue I want to take my business elsewhere I search from my iphone I ve read excellent online reviews The work is scheduled but I haven t heard from them in weeks I call the number from the website I m on hold for 15 minutes My issue is not resolved I ve already made a deposit

50 The 360Connext mission To create fewer ruined days for customers.

51 What s YOUR Customer Experience Mission?

52 About 360Connext 360Connext is a global consulting firm specializing in a trademarked process called Customer Experience Investigation. We offer evaluations, customer journey maps, mystery shopping, workshops, and keynote speaking. We help enlightened leaders accelerate their missions to deliver outstanding customer experiences. Our partnerships result in improved loyalty, increased retention, and stronger customer relationships. CREATING FEWER RUINED DAYS FOR CUSTOMERS Jeannie Walters, CEO jeannie@360connext.com Connext.com

53 Stay in touch! Free webinars CXWebinar.com Customer-Focused Blog 360Connext.com 360Connext 360Connext 360Connext Jeannie Walters CCXP CEO Jeannie Walters

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