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WHY CUSTOMER EXPERIENCE MANAGEMENT MATTERS
Importance CXMCX pyramidCX frameworkMeasure CXChallenges for marketersCase
GOOD EXPERIENCE?
PAY EXTRA?
BAD EXPERIENCE?
COMPLAIN?
IMPORTANCE PRICE?
IMPORTANCE CXHistory
1900 – 1960 PRODUCTION
1960 – 1990 DISTRIBUTION
1990 – 2010 INFORMATION AGE
2010 - ... THE AGE OF THE CUSTOMER
“I TRAIN FAT RICH GUYS AND THEN GET THEM LAID”
IMPORTANCE CXStats
WHY CX MATTERS -COSTS
It costs 6-7 times more to acquire a new customer than retain an existing one.
Bain & Company
A 2% increase in customer retention has the same effect as decreasing costs by 10%.
Leading on the Edge of Choas, Emmet Murphy & Mark Murphy
WHY CX MATTERS -LOYALTY
Price is not the main reason for customer churn, it is due to the overall poor quality of customer service.
Accenture global customer satisfaction report 2008
WHY CX MATTERS -SATISFACTION
A dissatisfied customer will tell between 9-15 people about their experience. Around 13% of dissatisfied customer tell more than 20 people.
White House Office of Consumer Affairs
Happy customers who get their issue resolved tell about 4-6 people about their experience.
White House Office of Consumer Affairs
WHY CX MATTERS -SATISFACTION
96% of unhappy customer don’t complain, however 91% of those will simple leave and never come back.
1 Financial Training Services
It takes up to 12 positive experiences to make up for one unresolved negative experience.
“Understanding Customers” by Ruby Newell-Legner
WHY CX MATTERS -REVENUE
55% of customer would pay extra to guarantee a better service.
Defaqto Research
Commerce spending for new customer is on average $24.50, compared to $52.50 for repeat customers.
McKinsey
WHY CX MATTERS -REVENUE
The probability of selling to an exisiting customer is 60 – 70%. The probability of selling to a new prospect is 5 – 20%.
Marketing Metrics
Customers who rate you 5 on a scale from 1 to 5 are six times more likely to buy from you again, compared to ‘only’ giving you a score of 4.8.
TeleFaction data research
CX PYRAMID
GOOD EXPERIENCE
MEET NEEDS
GOOD EXPERIENCE
MEET NEEDS
EASY
GOOD EXPERIENCE
MEET NEEDS
EASY
ENJOYABLE
CX FRAMEWORK
CUSTOMER EXPERIENCE FRAMEWORK
5. BEHAVIOUR CHANGE4. ACCUMULATED CX3. CX STAGE2. MARKETING STRATEGY1. CUSTOMER
CUSTOMER EXPERIENCE FRAMEWORK
5. BEHAVIOUR CHANGE4. ACCUMULATED CX3. CX STAGE2. MARKETING STRATEGY1. CUSTOMER
CUSTOMER EXPERIENCE FRAMEWORK
5. BEHAVIOUR CHANGE4. ACCUMULATED CX3. CX STAGE2. MARKETING STRATEGY1. CUSTOMER
CUSTOMER EXPERIENCE FRAMEWORK
5. BEHAVIOUR CHANGE4. ACCUMULATED CX3. CX STAGE2. MARKETING STRATEGY1. CUSTOMER
CUSTOMER EXPERIENCE FRAMEWORK
5. BEHAVIOUR CHANGE4. ACCUMULATED CX3. CX STAGE2. MARKETING STRATEGY1. CUSTOMER
CUSTOMER EXPERIENCE FRAMEWORK
5. BEHAVIOUR CHANGE4. ACCUMULATED CX3. CX STAGE2. MARKETING STRATEGY1. CUSTOMER
MODERATING VARIABLE:- SITUATION: Location / Macro-economicsCulture / Season
- CONSUMER:Socio-demographics
- SOCIAL ENVIRONMENT
CX = COMPLEX & CHALLENGING TO CONTROL
MEASURE CX
CX MEASUREMENT PROGRAM
1. Choose customer segments
7. Insights6. Identify CX issues5. Targets4. Data collection3. CX metrics2. Which experience1. Segments
CX MEASUREMENT PROGRAM
2. Select which experiencesyou want to measure7. Insights6. Identify CX issues5. Targets4. Data collection3. CX metrics2. Which experience1. Segments
CX MEASUREMENT PROGRAM
3. Pick CX metrics for each experience7. Insights6. Identify CX issues5. Targets4. Data collection3. CX metrics2. Which experience1. Segments
CX MEASUREMENT PROGRAM
4. Design a data collection strategy
7. Insights6. Identify CX issues5. Targets4. Data collection3. CX metrics2. Which experience1. Segments
CX MEASUREMENT PROGRAM
5. Set targets for each CX metric
7. Insights6. Identify CX issues5. Targets4. Data collection3. CX metrics2. Which experience1. Segments
CX MEASUREMENT PROGRAM
6. Identify and act on CX issues
7. Insights6. Identify CX issues5. Targets4. Data collection3. CX metrics2. Which experience1. Segments
CX MEASUREMENT PROGRAM
7. Share insights gained from CX measurement7. Insights6. Identify CX issues5. Targets4. Data collection3. CX metrics2. Which experience1. Segments
LISTEN TO YOUR CUSTOMERS
CHALLENGES FOR MARKETERS
BUSINESS –SCATTERED DATA
PROFILE CUSTOMER
PROFILE CUSTOMER –INFORMATION OVERLOAD
PROFILE CUSTOMER –ALWAYS CONNECTED
PROFILE CUSTOMER –EMPOWERED
PROFILE CUSTOMER –RUTHLESS
EXPECATIONS CUSTOMER –PERSONALIZED EXPERIENCE
EXPECATIONS CUSTOMER -RELEVANT OFFERS
EXPECTATIONS CUSTOMER –OMNI-CHANNEL EXPERIENCES
THE ONE GIFT ALL TECHNOLOGY GIVES YOU IS THE ABILITY TO BE MORE HUMAN.
Brian Solis
CASE
CHALLENGE – LEGAL
CHALLENGE – SECURITY
CHALLENGE –SCATTERED DATA
CHALLENGE –PROFILE CUSTOMER
PROFILE CUSTOMER –INFORMATION OVERLOAD
INTEGRATED OMNI-CHANNEL EXPERIENCE
CUSTOMIZED -PERSONALIZED EXPERIENCE
PERSONAL RELATIONSHIP
MEASURE CX –CLIENT SATISFACTION SURVEY
KEY TAKE-AWAYS
CX MATTERS
VALUE – EASY - ENJOYABLE
COSTS – LOYALTY – SATISFACTION - REVENUE
IMPACT ENTIRE ORGANIZATION
ONE MORE THING
MASTERCLASS CUSTOMER JOURNEY MAPPING
MASTERCLASS
THEORY – PRACTICE – HANDS-ON
1 DAY – 475 € - DATE: MAY 10
PERSONAS - MAPPING – CLC - OMNI-CHANNEL
THANK YOU