Delivering the Ideal Customer Experience
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Transcript of Delivering the Ideal Customer Experience
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Delivering the IdealCustomer Experience
@DaveLewan
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Source: Gartner
89%
of Marketers say CX is their
#1 competitive weapon
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71%
CX professionals say their programs are
failing to improve customer experienceSource: Gartner
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OMNICHANNEL
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OMNICHANNEL defined:Customers and potential customers
interacting with your organization anytime,
the way THEY want to… seamlessly
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Steps towards
OMNICHANNEL
SUCCESS
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IDENTIFY whoyour
CUSTOMERSare
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Understand your customer DEMOGRAPHICS
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Diagnose Strengths, Weaknesses and
Opportunities by AUDIENCE SEGMENT
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How FREQUENTLYare they interacting with your organization?
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Understand the
customer’s
INTENTION!
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BUILDING PERSONAS
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Persona Building
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ACTIVELY
LISTEN to Your Customers
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Find out WHAT your customers want and HOW they want it
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LISTEN to Customers in
EVERY CHANNEL
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FOLLOW UP on complaints and requests
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Provide EXPANDED DIALOGUEopportunities for your customers
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Train agents on
ACTIVELISTENING
skills
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Measure3
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You can’t MANAGE what you don’t MEASURE
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INTEGRATEquantitative
and qualitativeanalytics
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Measure PERFORMANCEagainst GOALSand OBJECTIVES
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Measure IN-CHANNEL
the CUSTOMER
JOURNEY and the
OVERALL PERCEPTION of
your organization
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Standardize your
CX Metrics
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Measure
SATISFACTION
and the
DRIVERS of
satisfaction
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Establish
BASELINES and
BENCHMARK
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Analyze
Employee Engagement
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Employee Engagement defined:The EMOTIONAL COMMITMENT
one has to their organization and its goals.
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Customers will never love the company until the employeeslove it first
-Simon Sinek
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Get input from
CSRs and
FRONTLINEMANAGERS
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Increased
EMPLOYEE
ENGAGEMENT
drives CX, which
impacts DESIRED
OUTCOMES
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5 Establish/Update CustomerService Standards
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Clearly DEFINE service standards
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Success REQUIRES DEFINITION
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Set performancestandards by
customer TOUCH
POINT
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PUBLISH STANDARDS to
staff, partners and
customers
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Successfully MANAGE EXPECTATIONS
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Gain INTERNAL
ADOPTION6
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Identify the primary CX CHAMPION
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Formally EDUCATELeadership
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Host EDUCATION SESSIONS for working teams and stakeholders…be inclusive
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Document, Document, Document
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Assemble your TEAM and Establish CONTINUOUS COLLABORATION
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Champion CUSTOMER
INSIGHTS to Action
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Identify and PRIORITIZE key segments and
opportunities
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COMMUNICATE and co-createproposed strategy
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Create a ‘TASK FORCE’
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Develop a ‘Shared Vision’ of success
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Communicate
RESULTS
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Use the right
PRESENTATION
TOOLS
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Help Your Data STAND OUT
Source: LeaPica.com
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…and Prevent THISfrom Happening:
Source: LeaPica.com
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• 60% of mobile visitors didn’t find what they were looking for.
• “I find searching your site really frustrating. All I wanted to do was download a form and I couldn’t. Please make the site better for customers!” (Score = 32)
Survey Feedback
Note: Not Actual Data Source: LeaPica.com
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Note: Not Actual Data
Source: LeaPica.com
60% of Mobile Visitors didn’t find what they needed !
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“I find searching your
site really frustrating. All
I wanted to do was
download a form and I
couldn’t. Please make the
site better for
customers!” (Score = 32)Source: LeaPica.com
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Final Thought…
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YOUR BUT is
TOO BIG
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1. Identify who your customers are
2. Actively Listen to your customers
3. Measure
4. Analyze Employee Engagement
5. Establish customer service standards
6. Gain internal adoption
7. Champion customer insights to action
Steps towards
OMNICHANNEL
SUCCESS
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Thank you!Go ahead and share. A
great customer experience
should not be a secret. But
remember…Do it Right!
@DaveLewan
www.ForeSee.com