CX playbook

“In everything we do, we believe in inspiring people to take the actions that improve their

lives and livelihoods every day”

CX playbook

Culture code

CX playbook

1. Put people first2. Stay focused3. Obsess over audiences

4. Inspire action

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5. Be curious6. Measure what matters

7. Be honest8. Have fun

CX playbook

4 pillars of client experience

1.communication

CX playbook

2. attention to detail

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3. expectations

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4. roles &

responsibilities

CX playbook

CX playbook

At the point of sale we don’t think about products...

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WHAT?

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with clients, with each other

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we’ve got our delivery process nailed.

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and they always deliver

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CX playbook

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clients feel they are

part of our team.

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examples of our client experience in action

CX playbook

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we measure it like this

Happy with EOC report and insights included.

Followed up campaign to discuss results.

Wants to work with us again,

“seamless execution” “easiest partner we’ve ever worked with”

Strong handover. Clarity around who looks after what. What is needed when.

Did what we said, when we said we’d do it. - No chasing

Stats sent through regularly (weekly)

Happy with results - surpassed expectations

R - Sales A - PubC - Editor / CampaignsI - Finance / Mktg

R - CampaignsA - Sales C - Dev/ Editors/ Events/ Insights/ Sales/ MktgI - Publisher / Finance

R - CampaignsA - SalesC - InsightsI - Publisher / Finance

R - SalesA - SalesC - CampaignsI - Publisher

Ex: Conceptual expectations discussed,

Client measuring success by registrations on their tracking link - but no idea of volume.

Comms: meeting - follow up emails & phone.

Ex: communicated in handover. All v smooth.

Comms: Email

Ex: did what we said when we said. results good.

A2D: Happy with report detail & insights

Comms: Weekly reports by email. No need for extra comms (clients)

Ex: Met throughout campaign. Surpassed sign up expectations

A2D: Happy with report detail. & insight

Comms: Email roundup with EOC report.

Sift Media customer journey map:

Meeting Phone calls Email

Handover email & kick off call. Email with deadlines & remindersWeekly email with report and recommendationsMid campaign call Event based touchpoint for successes / improvements

EOC report & email Follow up call

R - SalesA - PubC - Mktg / Campaigns / EditorI - Campaigns

Initial ideas “brainstormed” in coffee shop.

Lots of insight / advice from us at this stage for new ways to approach.

Handed over to delivery team client side to deliver

Discussed expectations and some metrics. Nothing v specific though as trying something new - so didn’t know what to expect.

(based on real client feedback - July 2015)

CX playbook

rebookpre sale service delivery purchase post delivery

Sift Media customer journey map:

“seamless execution”

“easiest partner we’ve ever worked with”

CX playbook

rebookpre sale service delivery purchase post delivery

Sift Media customer journey map: CX playbook

and if things go wrong, a bit like this...

CX playbook

rebookpre sale service delivery purchase post delivery

Sift Media customer journey map: CX playbook

our entire organisation is committed to delivering

amazing client

experience

CX playbook

“I organised an editorial

education day to help my client

learn about content strategy.”

Stu, Commercial Manager, MyCustomer

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CX playbook

“I take one of my clients out for cake every time we meet”Bertie, Commercial Manager, SMB

“I gave one of our clients advice on PR firms to approach for their communications requirements”

Neil, Editor MyCustomer.com

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CX playbook

“I organised & hosted a masterclass in proof reading for my client’s team”Rachel, Account Manager, Enterprise team

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http://www.sweetieworld.co.uk/chocolate_bars/box_of_cadbury_crunchie_bars/

“I sent one of my clients an entire box of Cadbury crunchies to say thanks.”Ben, Publisher, AccountingWEB

CX playbook

“I make sure we provide an excellent experience for event delegates with dietary requirements - from vegetarians to gastric bands”Hannah, Events Coordinator

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“I helped an applicant having technical

difficulties complete her competition entry

on time by manually typing her

application answers into our system.”

Triana, Marketing Programme Manager

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“One our clients is a huge

Liverpool FC fan so we’re taking

them to Anfield next year.”

Stu, Commercial Manager, MyCustomer

“I delivered a presentation to our clients on what makes great content marketing and what they should be aiming for.” Jamie, Editor HRZone

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“We created detailed

mockups and wireframes to

help a client visualise our

suggestions for a bespoke

campaign solution”

Kate, Project Manager

“I took one of our key accounts to see a

West End show.” Gemma, Head of Campaigns

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CX playbook

“I set up a video recording

at our offices to help a

client who didn’t have the

resource in house.”

Yiuwin, Publisher, SMB

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“I phone my clients to thank

them personally for survey

feedback.”

Helena, Campaign planner

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“I build custom reports for clients to turn their campaign results into meaningful insights”Clementine, Account Manager, AccountingWEB

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“I sent my client a gift package when she went on maternity leave.”James, Commercial Manager, MyCustomer

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“I spent a whole day working with different teams in my client’s office to really understand their business”Ben, Publisher, AccountingWEB

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“I send boxes of cupcakes to our key agencies at Christmas.”Alison, Head of Agency

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and this is how we do client experience.

CX playbook