Art of customer expereince part 1 of 3

Discover Customer

expectations

Design Compelling

interaction strategies

Deliver The experience

your brand promises

CUSTOMER INTERACTION MANAGEMENT SPECIALISTS

The Art of Customer Experience

G. Shankaran Nair

Chief Strategy Officer

Servion Global Solutions

And Why It Is Not Working As It Should In Practice

2 http://servion.com © Servion Global Solutions

The What &

Why of CX


A Definition of Customer Experience

Customer experience is comprise of the cognitive, emotional, physical, sensorial, and social elements that mark the customer’s direct or indirect interaction(s) with (an)other market actor(s).

Source: De Keyser et al. (2015); see also Verhoef et al. (2009)


What is the ROI of Customer Experience?

ACSI Stock: Top ten ACSI

companies


Technology

disruptions in the CX

Journey



The new customer journey

Source: Accenture, 2015

The path to purchase

used to be linear…

Expectation

Promise

Reality

Delivery Evaluate

Discover

Consider

Purchase

Use

Dynamic Accessible Continuous

Branded content and channels

Open content and channels

Discover

Consider

Evaluate

Purchase

Use

Now, accelerated by technology, the

customer journey is…


Where

we are

today –

the buzz

words


CSAT is a misleading indicator of

Customer Loyalty

Source: CEB - Customer Contact Council Research


Analytics activities are still focused on

revenue & cost

Source: IBM Analytics: The speed advantage, IBV, 2014

are using data and analytics

to improve customer

acquisition

are using data and analytics

to improve customer

experience

Organizational objectives for use of data and analytics

22%

31%

Customer acquisition and experience

Operational efficiency

Financial / risk management


Increasingly fragmented and siloed


We need to

CHANGE!


Three fundamentals to change

• Internal ownership

• External ownership

• Holistic system of systems approach to designing Cx


Who is the single owner here?







Search/Pre-Purchase Journey Behaviors e.g., need recognition, consideration,

search

Purchase Journey Behaviors e.g., choice, ordering,

Payment

Post-Purchase Journey Behaviors e.g., consumption, usage,

engagement, service requests

Who is the single owner here?

Total Customer Experience (t)







Servion’s CE Continuum


By 2018, 80% of large organizations will architect a customer engagement hub, yet only 5% will select the correct technologies to make it work.

Strategic Planning Assumption

Source: Gartner

Discover Customer

expectations

Design Compelling

interaction strategies

Deliver The experience

your brand promises

CUSTOMER INTERACTION MANAGEMENT SPECIALISTS

Thank you [email protected]