Customer Experience is the ultimate Competitive Advantage

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Problem the

Internally-focused Thinking

Customer Experience

The End2End vs

Positive Customer feedback

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Negative Customer feedback

Encourage them to tell it like it is

…then listen to your customers

8

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

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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

23

Take a higher lever view

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

Start building a culture of E2E Customer Experience 3

Identify and track company wide Business KPIs (Sales & Marketing, Operations, Finance, Legal, etc.) that directly impact Customer Satisfaction/Quality of Service

2

Identify and prioritise Top 10 Customers with greatest risk of revenue loss or revenue gain 1

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3 Time Horizons

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Barriers to the beach

31

Eliminating barriers to satisfaction



2


Identify company wide Business KPIs

that impact Customer Satisfaction

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Get everyone moving

in the same direction


Collective focus


Revenue: • YTD Actual vs Plan, YTD vs Previous YTD Sales Orders: • FCV vs Plan, ACV vs Plan, YTD vs previous YTD, QTD vs previous QTD Pipeline Management • Weighted Forecast: Total, by Region, by Quota Carrier Sales Production: • ACV achievement by Region, by Quota Carrier • No of Proposals made: Total, by Region, by Quota Carrier • No of Proposals won: Total, by Region, by Quota Carrier • Time to generate Proposal • Time to sign Contract • Time to Installation/Service Acceptance • Time to Billing • Time to Payment Product Mix: • % revenue generated by product/services • Gross Margin generated by product/services After Sales Service: • Time to resolution

Example: Sales KPIs

Key: YTD - Year to date FCV - Full Contract Value ACV - Annual Contract Value

Sales KPIs that impact

Customer Experience

Who do you benchmark

yourself against?



2


Getting everybody on the same bus


Customer Experience Organisational Readiness Assessment

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

by Harley Manning & Kerry Bodine

Create simple internal processes

that facilitate customer interaction

Quality of Service

Customer Satisfaction

Customer Experience

Performance Management

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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