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www.peterstrohkorbconsulting.com 1
© 2016 Peter Strohkorb Consulting International Pty Ltd, all rights reserved
“The Truths and Myths of Customer Experience”
by Peter Strohkorb
Smarketing® Expert, Speaker, Author, Mentor
@pstrohkorb
www.peterstrohkorbconsulting.com
The Benefits of Customer Centricity2
More Sales, Profit
Better CX
Higher Calibre Talent
Higher Productivity/Less Waste
Technology ROI
© 2016 Peter Strohkorb Consulting International Pty Ltd, all rights reserved
@pstrohkorb
Collaborative
Work Environment
www.peterstrohkorbconsulting.com 3
© 2016 Peter Strohkorb Consulting International Pty Ltd, all rights reserved
CX
Truth:
Selling has
changed…
@pstrohkorb
www.peterstrohkorbconsulting.com 4
The Buyer’s Journey
Over 67% of decision making is
completed, and:
“The buyers know more about
our product than our reps.”
Online / Marketing / Advertising Offline / Sales
Smarketing™© 2016 Peter Strohkorb Consulting International Pty Ltd, all rights reserved
@pstrohkorb
www.peterstrohkorbconsulting.com
Gartner Says…
5
© 2016 Peter Strohkorb Consulting International Pty Ltd, all rights reserved
In 2016, 89% of marketers expect to be using customer experience to beat their competitors.
@pstrohkorb
www.peterstrohkorbconsulting.com 6
© 2016 Peter Strohkorb Consulting International Pty Ltd, all rights reserved
CX Myth:
CX is Easy…
@pstrohkorb
www.peterstrohkorbconsulting.com 7
© 2016 Peter Strohkorb Consulting International Pty Ltd, all rights reserved
from around the world…
CX
@pstrohkorb
www.peterstrohkorbconsulting.com 8
© 2016 Peter Strohkorb Consulting International Pty Ltd, all rights reserved
80% of companies say they deliver
"superior" customer service
source: Lee Resources, IBM
8% of customers think these same companies
deliver "superior" customer service
@pstrohkorb
www.peterstrohkorbconsulting.com 9
© 2016 Peter Strohkorb Consulting International Pty Ltd, all rights reserved
“70% of buying experiences are based on how the
customer feels they are being treated.”
source: McKinsey
@pstrohkorb
www.peterstrohkorbconsulting.com 10
© 2016 Peter Strohkorb Consulting International Pty Ltd, all rights reserved
“A typical business hears from
4% of its dissatisfied customers.”
source: “Understanding Customers” by Ruby Newell-Legner
@pstrohkorb
www.peterstrohkorbconsulting.com
1. “Make me feel like I am in charge”
2. “Keep your promises”
3. “Don’t give me problems”
4. “Show that you care”
5. “Be equitable”
6. “Be clear, no sneaky tricks, no surprises”
7. “Be quick to act or react”
11
© 2015 Peter Strohkorb Consulting International Pty Ltd, all rights reserved
The 7 Typical Experiences that Customers Expect
@pstrohkorb
www.peterstrohkorbconsulting.com
The Customer Experience Management Matrix
12
© 2015 Peter Strohkorb Consulting International Pty Ltd, all rights reserved
Business Systems Sales Marketing Service Delivery Back Office Operations
Brand Promise People/Processes/Technology People/Processes/Technology People/Processes/Technology People/Processes/Technology
Make me feel like I am in charge
Keep your promises
No problems
Show You Care
Be equitable
Be clear, no sneaky tricks, no surprises
Be quick to (re)act
@pstrohkorb
www.peterstrohkorbconsulting.com 13
© 2016 Peter Strohkorb Consulting International Pty Ltd, all rights reserved
CX
Truth:
CX has
Financial Impact
@pstrohkorb
www.peterstrohkorbconsulting.com
P&L Performance ImpactBase Case
P&L
Reduce
Direct
Selling
Expenses
by 5%
Increase
Sales
Volume by
5%
Raise Price
by 5%
Sales Revenue $100.00 $100.00 $105.00 $105.00
Cost of Goods Sold (COGS) $60.00 $60.00 $63.00 $60.00
Gross Profit $40.00 $40.00 $42.00 $45.00
Fixed Costs $13.00 $13.00 $13.00 $13.00
General Admin Costs $11.00 $11.00 $11.00 $11.00
Direct Selling Expenses $6.00 $5.70 $6.00 $6.00
Profit Before Tax (PBT) in $ $10.00 $10.30 $12.00 $15.00
Profit Before Tax (PBT) Increase from Base Case in $ $0.00 $0.30 $2.00 $5.00
Profit Before Tax (PBT) Increase from Base Case in % 0.0% 3.0% 20.0% 50.0%
* Managing Top-Line Computer Applications"; Stephen P. Hindman & John J. Sviokla;
Harvard Business School Publication # 9-192-098, rev 7/9/92
What are the Financial Benefits ?
14
@pstrohkorb
www.peterstrohkorbconsulting.com 15
© 2016 Peter Strohkorb Consulting International Pty Ltd, all rights reserved
@pstrohkorb
www.peterstrohkorbconsulting.com
360o Customer Focus
Sales helps Marketing,
Marketing helps Sales:
Everybody wins
Including the customer !
16
© 2016 Peter Strohkorb Consulting International Pty Ltd, all rights reserved
@pstrohkorb
www.peterstrohkorbconsulting.com 17
© 2016 Peter Strohkorb Consulting International Pty Ltd, all rights reserved
Get Your People Ready First
www.peterstrohkorbconsulting.com
CX Recommendations
18
© 2016 Peter Strohkorb Consulting International Pty Ltd, all rights reserved
1. Benchmark your teams’ CX readiness.
2. Seek feedback from your customers,
all along their life cycle.
3. Don’t stop, it’s not a one-off process,
it’s a journey.
@pstrohkorb
www.peterstrohkorbconsulting.com
What’s In It For You ?
19
© 2016 Peter Strohkorb Consulting International Pty Ltd, all rights reserved
CX future proofs your
business,
with minimal disruption and
utilising your existing
resources.
@pstrohkorb