Cers 20th anniversary customer experience (cx) seminar phil klaus

Customer Experience (CX) – The New Competitive

Battleground Or The Emperor’s New Clothes?

Prof. Dr. Phil Klaus

www.profdrphilklaus.com @profdrphilklaus

[email protected]

CERS 20th Anniversary Helsinki

May 20th, 2014

©® All Rights Reserved – www.profdrphilklaus.com – [email protected]

Agenda

•  Ask the experts.

•  Your most burning questions.

•  Numbers and Sense.

•  How to manage the most profitable CX program.

•  Technology enhances CX.

•  Summary.

©® All Rights Reserved – www.profdrphilklaus.com - [email protected]

CX – what is it?

•  491,000,000 hits in 0.49 seconds

•  1,400,000 associated members @

•  Great customer experiences?

•  CEOs 80%

•  Their customers 8%


Defining CX

BLOGS 44 Customer Experience Blogs

You Should Be Reading The 10 Best CX Blogs

193,000,000 hits

SOLUTION PROVIDERS

EXPERTS ? 56,700,000

C2C EVERYTHING?!

= NOTHING?!


What do you think…?

•  CX lacks strategic impact.

•  No one knows what exactly CX is.

•  CX is a tactical rather than a strategic objective.

•  Technology is the main driver for CX.

•  CX is the next competitive battleground.

•  CX is nothing more that the Emperor's new clothes.

•  Academic CX research is relevant

Your most burning questions…

•  Linking CX to profitability

•  Best and next practice examples

•  Latest trends

•  Successful management

Linking CX to profitability

•  Linking CX practices and strategies to profitability.

•  311 companies worldwide.

•  5 dimensions of practice Definition; Governance; Management; Policies; Measurements; Expectations; Challenges

•  3 types of CX practice: Preservers, Transformers and Vanguards differ across all 5 dimensions

•  How do they differ in practice?

•  Which is the most profitable one?


CX Management Practices


Ranking Type Most compelling reason Performance

1.

2.

3. 100%


Ranking Type Most compelling reason Performance

1. Vanguards Holistic Strategy Execution 600%

2. Transformers Caught in the middle 250%

3. Preservers Lack of measurement 100%

•  Generalizability across sectors, countries, industries, firm size.

•  How to become a vanguard?


How to become a vanguard…

•  Top three based upon influence on profitability

•  Measuring CX – Using EXQ

•  CX from the customers’ viewpoint

•  CX delivery – the crucial role of employees

•  EXQ as ‘Troyan Horse’

The influence of technology

•  Technology as enabler, not the focus of activities.

•  Successful Online and Multichannel CX management


The future is here…

•  Mass 1 to 1

•  Gender, age, time, location recognition

•  Future: Interest sensing via mobile – included in hardware

•  Geo-Fencing text advertising based upon profile

•  Recognizing the customer’s “state of mind”


Your most burning questions…

•  Linking CX to profitability

•  Best and next practice examples

•  Latest trends

•  Successful management

More free resources available to you…

•  Gain free access to cutting edge CX research from the worldwide leading researchers by joining our Linkedin group

•  http://tinyurl.com/marketingscholarsonLinkedIn

•  https://www.youtube.com/watch?v=6eshTkeFZGs

•  Get the book

•  http://tinyurl.com/MeasuringCX

Conclusions

•  CX – the next competitive battleground.

•  The business case for CX.

•  How to become a vanguard!

•  More than hope, there is evidence, the future is bright and exciting.

•  Let’s talk – [email protected]


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Cers 20th anniversary customer experience (cx) seminar phil klaus