Become Your Own Customer Experience Investigator
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Transcript of Become Your Own Customer Experience Investigator
ustomer Experience Investigator
Become Your Company’s
Yellow Lime Blueberry Green Apple Red Paprika
Cognitive Dissonance
…is the discomfort experienced when simultaneously holding two or more conflicting cognitions: ideas, beliefs, values or emotional reactions. In a state of dissonance, people may sometimes feel "disequilibrium": frustration, hunger, dread, guilt, anger, embarrassment, anxiety, etc.
…people have a motivational drive to reduce dissonance by altering existing cognitions, adding new
ones to create a consistent belief system, or alternatively by reducing the importance of any one
of the dissonant elements.
Cognitive dissonance
Customers don’t live in the world you create.
Have you seen it through their lens?
“Our billing department is great! Bills get sent out on time like clockwork, and customers get friendly email reminders.They are SO on top of things.”
Company Joe
“Our billing department isgreat! Bills get sent out ontime like clockwork, andcustomers get friendlyemail reminders.We are SO ontop ofthings.”
Customer Joe“Their billing department is terrible! They STILL send my bill to the wrong address and I’ve replied to several of their emails asking them to change it. Why can’t they fix it?”
Get to know your customers.
• Single white male• Age 41• Works 48-60 hours/week• Foodservice Manager, in-house• Manages 26-50 people• Focused on profit and time-
efficiency• Spends more time in the kitchen and
dining room than in the office• Biggest challenges:
• Not enough office time• Often blamed for increased
overhead or decreased revenue
NOTREALLY
Is this your customer?
YES!
Is this your customer?
Ricochet Robert• 41 years old• Works crazy hours on salary• Stays late to finish paperwork and
administrative tasks• Reads and comments about time
management, employee engagement and fitness
• Has a budget for software but isn’t sure what can help him save time
• Goals: • Automate some of the administrative
and scheduling tasks• Focus more on developing and
engaging with his crew• Increase profits and overall efficiency• Move up to corporate level
management• Have more personal time to train for
marathon
“I can’t go on being everything to everyone at my workplace. They seem to think it’s OK
because I don’t have a wife and kids.”
What motivates your customer?
Good content addresses the need.
Customers are quirky and irrational.
Are you speaking their language?
Know the customer journey.
A Touchpoint (contact point, customer contact, Moment of Truth, point of contact) describes the interface of a product, service or brand with customers/users, non-customers, employees and other stakeholders,
before, during and after a transaction. This may be applied in business-to-business as well as business-to-consumer environments
What IS a touchpoint?
I search from my iPhoneI have a need
I’ve read excellent Yelp reviewsI select this company
The first bill does not make senseI start the
relationship
I call the 800 number from the website•I’m transferred 4 times•My issue is not resolved
I have a customer service issue
I visit my account online•I can only cancel by telephone
I want to take my business elsewhere
Take an inventory from the outside
PURCHASEBuying/
Onboarding/Deployment
AWARENESSPre-Sale/Pre-Need
CONSIDERATIONEngagement/
Casual Research
SELECTIONFilling
THE Need/Comparison
Shopping
SATISFACTIONExpectations Met
LOYALTYDelight
ADVOCACYProactive
EXIT
Know your journey phases
Awareness
Consideration
Selection
Purchase
Satisfaction
60% - 80% of lost or defected customers previously claimed to be
at least somewhat satisfied. Bain & Company
Loyalty
Advocacy
80% of today’s marketing reach comes from amplification through
advocacy. social@Ogilvy
Sales
Process
Identify the pieces
Discover
Shop
Buy
Use
Renew
Depart
Organize and evaluate
• Surveys/verbatims• Previous mapping results• Customer anecdotes• Feedback emails• Segments and personas• Online reviews and social comments
Where is there already data?
Directly Related
•Sales team•Customer service reps•Marketing
Indirectly Related
•Billing and shipping•IT professionals•Advertising
Connect your teams.
“It’s always been done this way…”
Map the micro
My product is missing parts.
I call the number on the website.
Rep says I called the wrong number,
transfers me.
Customer service transfers me to Parts.
My time is running short.
Music plays while I wait but CD is skipping
and making me agitated.
40% of consumers use online shopping carts to access items later using different devices.
25% of online customers who abandon the sales process do so because of poor navigation.
Stay channel-agnostic
Bronto
Baymard Institute
Invite customers into the process.
Recent Customers
•What works well•Clues for improvement•Quick fixes•Turning good into WOW
Lost or Defected Customers
•Identify serious problem spots•Insight on competitors•Clues for future innovation
Conduct customer interviews
Stop obsessing over your brand.
Knowing the true customer journey
is about OPPORTUNITY and
COST SAVINGS.
Start
at the top
Core values
Metrics
Five-year results:•Stock value has grown
~197%•Customer credits were
reduced by 80%•$7.5 BILLION USD (~£44.6
Billion) was saved in customer service expenses
Create a cross-functional team
$370 Million in 3 years
Keep investing in the experience
Yellow Lime Blueberry Green Apple Red PaprikaPurple Plum Yellow Bananas Red Apple Green Lime
Relevance is relative
Thank You!
360connext.com
Jeannie WaltersCEO | 360Connext
Jeannie Walters @jeanniecw
“Creating fewer ruined days for customers”