What is customer experience and why is shaping brands of today? How can you transform your business' customer experience strategy? Learn best practices for attracting new customers and encouraging customer loyalty.
4. Customer perception
of interactions with
an organization or a
brand
What Is Customer Experience?
Success
Degree to which customers can
accomplish their task
Effort
The difficulty or ease in
accomplishing their task
Emotion
How the interaction makes
customers feel
5. What Makes An Otherwise Rational Person…
Stand in line all night
to buy the latest
gadget?
Save all year to visit a
theme park?
Pay $5 for a cup
of coffee?
6. Addedvaluethroughdifferentiation
Added value through relevance
Commodity
product
Branded
product
Personal
service
Branded
Experience
Customer’s
Experience
Distinctive
design
Empathetic
delivery
Integrated
journey
Enabling
more
2c coffee
beans
20c branded
coffee
$2 coffee
in store
$20 in store
spend with friends
Customer Experience = Brand
The Experience Economy:
Engaging with customers and connecting with them in a personal and memorable way
Source: The Experience Economy: Pine & Gilmore
$150 spent a year
to earn Gold status
7. Customers have many
different interactions
with a brand
Interactions that
influence emotion
become memorable
Emotions Hold The Key To Customer Experience
Source: Forrester – Emotions Hold The Key To CX-Fueled Loyalty
Positive and negative emotions drive a customer’s experience
8. “
I’ve learned that people will
forget what you said, they
will forget what you did, but
people will never forget
how you made them feel.
Maya Angelou
10. CX As A Competitive
Differentiator
81% of companies have recognized
the value Customer Experience brings to
the company in the long-run
Cost Reduction
79% of companies see evidence of
cost savings by improving customer
experience
Uplift In
Profit/Revenue
84% of companies associate
improved profit margins and/or revenue
by focusing on customer experience
initiatives
CX Is The #1 Most-Important Strategic Measure
Of Performance
Source: Dimension Data – 2017 Global Customer Experience Benchmarking Report
11. EFFECTIVENESS
The experience delivers
value to the customers.
EASE
It’s not difficult for customer to
get value from the experience.
EMOTION
Customers feel good about
their experience.
RETENTION
The likelihood that a customer will
keep existing business with the
company.
ENRICHMENT
The likelihood that a customer will
buy additional products and service
from the company.
ADVOCACY
The likelihood that a customer will
recommend the company to others.
Customer Experience Quality Customer Loyalty
Forrester’s CX Index
3x more likely to recommend
3x more likely to re-purchase
44% rarely or never shop around
33% would need a discount of over 20%
before they would defect
63% are likely to forgive a company's
mistakes
Emotionally Engaged Customers Are:
Experience Matters For Loyalty
Source: Forrester: The Canadian CX Index, 2016
12. Customers have many
different interactions
with a brand
Interactions that
influence emotion
become memorable
Emotions Hold The Key To Customer Experience
& Loyalty
Source: Forrester – Emotions Hold The Key To CX-Fueled Loyalty
Memorable
experiences shape
relationships
Relationships
drive business
outcomes
14. TECHNOLOGY
A cross-functional decision
structure to align on
priorities and action
GOVERNANCE
MEASUREMENT
Monitor performance and
impacts across all touch points
for continuous improvement
STRATEGYCustomer Experience Management Framework
DESIGNPEOPLE
CUSTOMER
INSIGHTS
16. 2.5x more than those with low
employee engagement
Highly engaged workers
grew revenue
Source: The Employee-Customer-Profit Chain at Sears, Harvard Business Review
5ptlift in employee
attitudes 1.3pt
lift in customer
satisfactions 0.3% Improvement
in revenue= =
Employee Engagement Leads To Customer Loyalty
2%
gain in employee
engagement 1%Increased customer
satisfaction=
17. Is your company’s culture ‘People-focused’?
Do they understand their roles in the overall mission and vision of the company?
Do they exemplify your brand?
Are you providing them with the tools and resources needed to offer the best
customer experience?
Do they have enough freedom to make decisions within their roles?
Are you tuned into what they think and action their feedback?
Are you measuring them on the aspects that actually impacts customer experience?
Is Your Environment Engagement-Friendly?
21. Customer Journey Needs To Be Designed With
The Customer In Mind
of buyers will pay more
for a better customer experience
86%
2/3are likely to switch brands
if they’re treated like a
number instead of an individual
Source: State of the connected customer, Salesforce
of consumers say they’re
likely to switch brands if
a company doesn’t make an effort to
personalize communications
52%
of consumers agree they
expect companies to
understand their needs and expectations
72%of customers expect
companies to anticipate
their needs and make relevant suggestions
before customer contact
51%
of consumers say that
personalized or exclusive
offers and discounts influence their loyalty
65%
23. Tailored Interactions Build Customer Loyalty
Wait in line
Submit
requested ID
and Credit Card
Sign Contract Walk to Car
Check Car for
Dents
Open Trunk
Place bags in
the trunk
Enter Car
Wait to Warm-
Up
Drive to the Exit Show ID Drive Away
Example: Car Rental Pick-Up Experience
Eliminating Steps That Don’t Add Value For Your Customers
25. ZERO TOLERANCE
FOR DIGITAL
FAILURE
FASTER THAN
REAL TIME
PERFECT
INFORMATION
INTUITIVE USER
INTERFACE
ON DEMAND
SERVICES
Connected World Has Created A Smarter Customer
26. TECHNOLOGY
Empowering
Enhanced
Augmenting experience to
match expectations
Providing options,
information & access to
customize experiences
Connecting experiences to
create a new customer journey
Invisible
Source: Future Proof Customer Experiences, Steven Van Belleghem
27. Tenants Of Digital Dominance
MOBILE
FIRST
DATA
ENTERPRISE
DIFFERENTIATED
EXPERIENCES
OMNI-
CHANNEL
THINKING
PARTICIPATION
Uber is a mobile only service
Uses data to optimize routes + customer & drivers
Push 1 button and everything else is behind the scene
Other companies can use the network – i.e. Uber Eats
Drivers are almost always consumers
Source: Future Proof Customer Experiences, Steven Van Belleghem
28. “
You’ve got to start with
the customer experience
and work back toward the
technology – Not the
other way around.
Steve Jobs
29. In Summary…
Have a clear vision of your brand experience
Put customers at the center of your business
Foster the culture of ‘People’ empowerment
Curate your customer journey
Embrace the power of technology
Own your brand experience!