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Defining Customer Experience Presentation by Tim Wade, Partner at Smith+Co Consultancy. Given on Wednesday 21 May 2014 at the Transversal Customer Experience Summit, Lancaster Hotel, London. Find out more: https://www.transversal.com/events/2014/05/21/connecting-people-to-knowledge-summit-2014 Tim's the expert in differentiating brands across multiple-channels. Prior to joining Smith+Co, he was Director of Marketing & E-Commerce for Best Western, the largest group of independent hotels in the world. Fed up with boring, formulaic hotel chains, he completely repositioned the Best Western brand in the UK. 'Hotels with Personality' became the purpose and brand strategy and Tim drove this through a complete transformation of eCRM and multichannel customer journeys (including new digital, mobile and social platforms); plus a major culture change throughout the group. Tim is a regular speaker at customer experience conferences worldwide, including the recent Customer Experience Evolution in London, sponsored by Marketing and Brand Republic, plus Customer 360 Symposium in Sydney and the forthcoming Dialogkonferansen 2014 in Sweden, one of the largest CRM/Marketing events in Scandinavia.
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Defining customer experience
Tim Wade
75% of customer experience leaders say their firm’s goal is to differentiate on the basis of customer experience, yet only 3% of companies succeed in delivering an excellent experience
Functional
Valuable
How the market is changing...
Experiences
Services
Products
3
Customers are connected
“Customer experience is bigger than customer service in that it is the full, end-to-end experience. It starts when you first hear about Amazon from a friend, and ends when you get the package in the mail and open it.”
– Jeff Bezos
Customer insight
Focus on those that love you
GainKnowledge
10
Brand
Start with a purpose
Brands that are meaningful outperform the stock market by 120%
2013 Meaningful Brands® research
Create the brand promise
Develop thebrand story
What does your brand stand for?
Experience Design
THE CUSTOMER JOURNEY
VALUES: Fun, entertainment, irreverence, innovation
THE VIRGIN CUSTOMER JOURNEY
Create the hallmarks
23
Stage 1 Stage 2 Stage 3 Stage 4 Stage 5 Stage 6 Stage 7 Stage 8 Stage 9 Stage 10 Stage 11 Stage 12
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
5
Current
Desired
Align
A ttend to every detailM ake every wrong rightA sk if you’re not sureZ estE xceed expectations
Communicate
Human to human moments are what we crave and remember
Michael Henderson
Stick to your purpose
Measure
Measuring success
35
PEOPLEPEOPLE
PROCESSPROCESS
STRATEGIC & FINANCIAL
GOALS
STRATEGIC & FINANCIAL
GOALS PRODUCTPRODUCT
Managing the Customer Experience: Shaun Smith & Joe Wheeler
CUSTOMER EXPERIENCE
CUSTOMER EXPERIENCE BEHAVIOURBEHAVIOUR
• Employee engagement up by 346%• NPS improved by 7.4%• Tripadvisor comments improved • 6% increase in RevPar
And it works
The staff were polite, friendly and very
courteous especially Mike the bar and
restaurant waiter who provided service with
a smile.
“A nice friendly hotel”
CONNECTING PEOPLETO KNOWLEDGE
The foundation to deliveringgreat customer service
www.transversal.com
@TransversalTalk #askTVL
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