Selling the Value of a Customer Experience Strategy

Avtex Customer Conference 2012The Intersection of Technology and Customer ExperienceHyatt Regency | Minneapolis |10.25.2012

Selling the Value of a Customer Experience Strategy

Mark GavinVice President – Strategic Consulting

Avtex Customer Conference 2012 The Intersection of Technology and Customer Experience Hyatt Regency | Minneapolis |10.25.2012


Agenda

• Customer Experience Basics• Selling the Value• Getting Started• Customer Story – CPP North America• Wrap Up – Q&A


Customer Experience Basics


Customer Experience Basics

• CX = customer’s perception of your company, products, services (branding, marketing, pre-sales to fulfillment, delivery, support)

• Excellent CX creates competitive differentiation• Customer Experience is

Profitable!

• New slogan and fresh coat of paint• An approach to satisfy all

customer personas• One-off Project• Easy to implement and

manage

What it is… What it isn’t…


Customer Experience Basics“Ecosystem” - understand the elements that influence experience


Selling the Value of Customer Experience Programs


Treat CX as a Business Discipline

2). Demonstrate how CX is profitable!– Good CX increases loyalty Revenue (Outside In – pg 30-31)

• Retained revenue via lower customer churn• Incremental purchases from current customers• New sales resulting from word of mouth

1). Build a strong business case. Make it easy for CFO to compare CX w/competing projects


1) Retained Revenue 2) Incremental Purchases

3) Word-of-Mouth Revenue

Does Good CX Really Payoff?Let me count the ways…

???


Treat CX as a Business Discipline

Customer experience is profitable!– Good CX increases loyalty Revenue (Outside In – pg 30-31)

• Retained revenue via lower customer churn• Incremental purchases from current customers• New sales resulting from word of mouth

– Customer experience drives cost savings• CX assessment identifies inefficiencies within the customer

journey• Identify the problem Fix Measure the result


Customer Experience Strategy – Getting Started


CX Strategy FundamentalsDo your homework

1). Understand your CX ecosystem! (…Breakout Session #2!)

2). Great customer experiences don’t happen by accident (Source: Outside In)

3). Your CX strategy must support your corporate strategy (Source: Outside In)

4). Your CX strategy must align with your brand (Source: Outside In)

5). Your CX strategy must be specific, clear & memorable (Source: Outside In)


Customer Story – CPP North America


CPP North AmericaIntroduction

• Jeannine Peterson – SVP, Consumer Experience• CPP Group – UK HQ;16 locations world-wide• 200+ Business Partners; B-B-C business model• CPPNA partners primarily with major financial

institutions to sell life assistance products• Identity Theft Protection• Purchase Protection• Concierge line

• Primary consumer channel is telemarketing


CPP North America

• CPP has core competency in go-to-market strategies and telemarketing channels

• Constantly in pursuit of superior consumer experience

• Consistently adhere to telemarketing sales rules and regulations and offer is truly compelling

• Consumers very interested in life assistance products and service

What We Know About Our Customer Experience…


CPP North America

• Desire to take consumer experience to next-level

• CPP Group has core belief and aspiration to put customers at the heart of all we do - across all countries and regions

• We know we have some opportunities from a technology perspective and the customer journey and touch points need to be more seamless.

• We are also in transition from an innovation perspective and we are reinventing our products and place in the market

Where We Want To Go…


CPP North America

• Need to manage the experience holistically, integrating all points

• Belief that to set ourselves apart and create a new and lasting source of competitive advantage, we must manage the customer experience – how customers experience brand at every interaction and

in every channel

• Objective to serve customers intelligently and profitably.

Where We Want To Go…


CPP North America

• Commissioned Avtex to define Consumer Experience Strategic Roadmap

• Developed Consumer Experience Metrics and Dashboard

• Convened Customer Advocacy Council

• Launched customer satisfaction survey and feedback loop and gather net-promoter score

• Integration of technology touch points is a work in progress

• Product enhancements underway to capitalize on consumer experience findings and analysis

Progress To Date:


CPP North America• Best place to start is to define the customer experience roadmap and

define strategy and milestones– Avtex Consumer Experience Strategic Roadmap Offering is top flight way to start

• Ensure the process includes marketing, sales and services• Define clear responsibilities and objectives • Treat Consumer Experience as part of the company, not as a project

– Create a service culture• Establish stakeholder management • Do not underestimate change management requirements• Keep the project simple and small, then roll it out• Build a solid business case• Define short term ROI objectives

– Understand how longer term value with be created and then track• Keep customer retention and profit as central objectives

– CEM initiatives must be designed to encourage lifetime value and systems should be put in place with improved customer insight and management in mind

Recommendations and Lessons Learned (…so far):


Call to Action!


Call to Action

• Does your organization have a CX vision & strategy?• Learn More – Conference Call / Meeting• Avtex can help!

1)Customer Experience Assessment Considerations– CEO Macro level; End-to-End Journey– iCEO Macro baseline; micro focus– Hybrid

2)IT Assessment – “…do we have the IT foundation?”3)Customized Approach

• Contact your Account Executive or [email protected]

Putting this information to work…


Questions?
