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Metrics, Technology & Customer Experience Excellence
Center your business on customers as the key to growth: accountability, alignment & agility
Lynn Hunsaker, CEOMopartners.com
Leading = you see it before the stakeholder does
Lagging = outcomes of your process
© 2016 Marketing Operations Partners. All Rights Reserved.
Suppliers Inputs PROCESS Outputs Customers
Process
Steps
Process
StepsDecision
Process
Steps
Process
Steps
Leading Indicators are Predictive In-Process Checkpoints
When a customer’s reality is less than their expectations:
…they look at it as a poor customer experience.
© 2016 Marketing Operations Partners. All Rights Reserved.
Customer Experience is Reality vs. Expectations
When a customer’s reality matches their expectations:
…they look at it as a good customer experience.
© 2016 Marketing Operations Partners. All Rights Reserved.
Customer Experience Personas as Guiding Light
Administration
Engineering
Finance
HR
IT
Manufacturing
Marketing
Purchasing
Quality
Service
Consider ripple effects of of your prioritization, execution, delays, inclusiveness, transparency
Weave into product requirement specs; use as innovation inspiration
Use as audit criteria for external and internal financial/accounting/credit policies and processes
Weave into courses and criteria for hiring, promoting, performance, bonus, development
Use as criteria for testing ease-of-use of IT used by customers & employees
Revise metrics, in-process controls & decision criteria per customer experience expectations
Test communications for substance/sizzle ratio & reality-check per customers’ care abouts
Use as criteria for supplier selection and performance standards
Increase transparency of planned & achieved progress closing customer expectation gaps
Confirm callers’ segment & show your dedication to their care-abouts
© 2016 Marketing Operations Partners. All Rights Reserved.
Technology for Customer Experience Agility
We guide marketing organizations to become a value center
We are front-runners in Marketing Operations
to create a consultancy dedicated to Marketing Operations
to publish an article on MO
to create a college course on MO
to teach a professional symposium on MO
to conduct a benchmarking study of MO practices
© 2016 Marketing Operations Partners. All Rights Reserved.
1st
1st
1st
1st
1st
Companies we’ve influenced: (partial list)
© 2016 Marketing Operations Partners. All Rights Reserved.
Organization-wide efficiency and effectiveness raise
Marketing performance, agility and ROI
Ask us about our model for Marketing Maturity
Strategy: holistic vision, fact-based decision-making
Guidance: competency development, governance
Process: workflow, lean/six-sigma, supply chain
Metrics: profitability, predictive analytics, alignment
Technology: enterprise marketing / portfolio mgt
Ecosystem: collaboration with key stakeholders
Infrastructure: back-end integration of processes,
metrics, technology
Request your marketing maturity assessment and roadmap
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Center your business on customers as the key to growth: accountability, alignment & agility
