Customer Experience is the Ultimate Competitive Advantage

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Problem the

Internally-focused Thinking

Customer Experience

The End2End vs

EVERYTHING!

Experience is?

What are customers to expect if you

don’t first define it?

Question #1

What is the experience you want your

customers to have?

Question #2

Business + Design =

Experience

Positive Customer feedback

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Negative Customer feedback

EMPATHY begin with The best businesses

Encourage them to tell it like it is

…then listen to your customers

13

Are you really listening?

Compliance vs commitment

The Customer Experience Map

Phases

WOW

Enjoyable

Functional

Uneventful

Missed it

Never Again

Feelings

“I Love it”

“I like it”

“Works for me”

“OK”

“I Don’t Like it”

“I hate it”

Memory

High

Mid

Low

None

Mid

High

Impact on Loyalty

Share with Many

Share with few

Neutral

Decrease

66% decrease

100% Loss

Everything you do impacts

the Customer’s Experience

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“ The customer perceives service in his or her own terms.” - Arch McGill

“ The customer’s perception is your reality.” - Kate Zabriskie “ We cannot become what we need to be by remaining what

we are.” - Max Dupree “ Excellent firms don't believe in excellence - only in constant

improvement and constant change. ” - Tom Peters

Customer Satisfaction Quotes:

“Victory in marketing doesn’t happen when you sell something, but when you

cultivate advocates for your

brand.” - Steve Knox, CEO of Tremors,

P&G’s Word of Mouth Business Unit

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Advocates are your

best influencers

Typical Conversion Rates

1. Cold calling:

2. External Recommendation:

3. Internal Recommendation:

44% 10 X Cold calling

Between 1-5% 4%

88% 20 X Cold calling

How do you measure

Customer Experience?

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Using simple Customer

Experience Metrics www.flickr.com/photos/atomicity/14570249

SalesChannel Europe ©2013 All rights reserved 23

3 Types of Customer Experience Metrics* Descriptive Metrics Perception Metrics Outcome Metrics

What happened? What did the customer think about

what happened? What will the customer do as a result

of what happened?

Customer called to resolve problem with bill

Opnes bill and sees it's wrong - again! Complains to friends about the billing error

Was on hold for 5 mins Searches for customer number and finally finds it

Won't purchase more from this company any time soon

Spoke with phone agent 998 in Manila for 2-5 minutes

Waits on hold forever Starts noticing offers from competitors

Trouble ticket opened Frustrated that phone agent needs so much information

Trouble ticket closed incorrect charge reversed

At least agent was pleasant

Common Metrics

Call and email volume Customer satisfaction with overall experience

Likelhood of recommendation

Average call times Customer satisfaction with specific aspects of the customer experience

Likelyhood of purchase

Calls lost before answered Call resolution rate likelyhood to switch to a competitor

Website visits User goal completion rate (web, mobile, tablet)

Actual purchases made

Average pages viewed per visit Contract renewals

Average transaction value Churn rates

Average calls per customer per year

Captured through . . .

Analytics systems surveys and text mining surveys and/or analytics

Common Data Sources

Contact center logs and analytics Enterprise Feedback Management (EFM) systems

EFM systems

Web and mobile analytics Online feedback and survey tools Online feedback and survey tools

Point of sale systems Contact center call transcripts Contact center logs and analytics

Billing systems Customer letters and emails Web and mobile analytics systems

CRM systems Social media posts and comments Point of sales systems

Business intelligence systems Billing systems

CRM systems

Business Intelligence systems

*Outside In: The Power of Putting Customers at the Center of Your Business

by Harley Manning & Kerry Bodine

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Get it right

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Get it wrong

Solution the

erent f

dif think

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Take a higher lever view

Change your thinking

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The hard way

AND thinking

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AND thinking

AND Thinking

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AND Thinking

AND thinking

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• Competitive AND Collaborative

• Controlling AND Creative

• Focused AND Flexible

• Simple AND Complex

• Rational AND Emotional

• Relational AND Actionable

• Results-oriented AND People-oriented

AND Thinking

Constraint-based

thinking

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Recurrent constraints

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Collective constraint based thinking

Bring about the possible

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Resilient thinking

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Child-like thinking

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Design an E2E Customer Experience

Products Services Experience Customer


Basic Product/Service: • Technology • Price performance • Product/service quality

E2E Customer Experience: • People • Perceived value • High touch • Exceed customer expectations • Delight and astound customers

Basic Product/Service

Differentiation: 3 Levels of Perceived Value

Support Services 2

End2End Customer Experience 3

Support Services: • Levels of support • Quality of service and support • Systems • Processes

Basic Product/Service 1

Communicating with Accountability 3

Listening to Learn 2

Engaging with Empathy 1

SalesChannel Europe ©2013 All rights reserved

“Seek first to understand, then to be understood.”

- Stephen R Covey

Engaging with Empathy

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How do you create empathy?


Go where they live

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Where ever they live

Conversations Diagnostic


You can tell a man is clever by his answer

You can tell a man is wise by his questions

Questions?

be

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Think like a Doctor


3 - Level Questioning

56

1.

2.

3.

Question Area 1

1.

2.

3.

Question Area 2

1.

2.

3.

Question Area 3


“No one cares how much you know, until they know how much

you care.”

- Ralph Waldo Emerson

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Engaging with Empathy





Diagnostic Listening

59

• Facts • Opinions

• Feelings


The Art of Listening

60



61



62


3 Horizons

63

Facts

Opinions

Feelings



4 Levels of Listening: P

olit

ene

ss

To C

on

firm

Sele

ctiv

ely

To L

earn



• Ask a lot of questions

• Shut up and listen

• Keep asking questions

• Gentile follow-up questions

• Clarify ambiguity

• Summarise what you have understood

• Earn the right to ask PAIN questions

• When you need help – ask for it

Barriers to the beach

67

Eliminating barriers to satisfaction




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It's not what you say

it's how you say it

Accountability Communicating with


Communicating with Emotion

• Energy

• Enthusiasm

• Body Language

• Questioning

• Listening

• Note Taking

• Sincere Interest

• Emotions move people to action

Conviction:

• People make decision based on emotion and justify with rational reasons

• Must give them both emotional reasons and rational arguments


Tell

Ask

Problem Solution

Ask – Tell Quadrants

Conversation Directional Compass

• Describing the problem

• Problem focused

• Asking questions about the

problem

• Problem focused

• Asking questions about possible

solutions

• Solution focused

• Talking about the solution

• Describing possible solutions

Think like a Doctor

Advocates Customer We are all


Creating a culture

of Service Excellence

Getting everybody on the same bus

Create simple internal processes

that facilitate customer interaction

Identify KPIs that impact

Customer Satisfaction

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Get everyone moving

in the same direction


Collectively focused

Who do you benchmark

yourself against?

Quality of Service

Customer Satisfaction

Customer Experience

A journey

Value Migration

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Get it right

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David R Ednie President & CEO

SalesChannel Europe Ph: +33 676 60 09 25 (FRA)

Email: [email protected] Website: www.saleschannel-europe.com