1. INNOVATING THE CUSTOMER
EXPERIENCE
DMWF Customer Experience Masterclass
Singapore 1st of March
Keynote
Introducing
theTopic
By
Elisabetta
Aiello
Masterclass
Chairman
and panel
Moderator

2. WHICH CUSTOMER EXPERIENCE
1
CX is the totality of the customer
interactions – direct and non-direct
ones- with a brand, over time
95% of our decisions are
emotionally driven, we are unable
rationally to control our response
Zaltman, 2003
Brand love Advocacy Loylalty
‘Feeling’ threated & rewarded
Conveniently purchased
Functionally
satisfied
Need recognition Need extinction

3. WHAT IT TAKES TO INNOVATE
2
From satisfaction survey to
Customer outcome research
From NPS to customer
experience value quotient
From customer care department to cross
to cross functional engagement
Connect to Sensitive top
management KPIs

4.  Persona
 Journey
 Emotional research
 Customer outcome research.
 Free field (VOC) analyze
 Call center logs
 Shadow front line employee
 Meeting customers face to face
 Research customers in their environment
 Voice of the employee
INSIGHTS AS BASEMENT OF CX STRATEGY
3
“A product or service is something the customer hires to get a job done”
Who is the customer?
What is the context of the ‘job’?
Which ‘outcome’ he gets from the
Job?
Helful Tools:
Group
work
Topic 1

5. FORMULATE A CX GOAL THAT SPEAKS ‘CUSTOMER LANGUAGE’
5
We want to “Improve NPS by ‘x’ “ vs.
“Improve the value of our customer experience by ‘Y’ ”
CX value quotient
CX outcomes value
CX efforts value
The Brand values defines the
customer expectation for the
outcomes
Positive cx
Negative cx
m1 m2 m3 m4 m5 m6 m7
satisfaction
importance
100%
50%
Moments of
interaction map
CX value
quotient
Comp 1 Comp 2
CX value
quotient
Comp 4 Comp ´4
Competitor offer
benchmark Extend the role of
the ‚store‘:
 imagination
 learning
 social
1.
2.
3.
Group
work
Topic 2

6. Segment customers by CX value, Analyze how
top KPIs behave in each segment
 E.g. Share of wallet, Total life value etc.
MAKE CHOICES TO GET RESOURCES!
7
“How much we get if we rise our satisfaction score* by 1pp?”
*CX Value Quotient
Correlation of experience
indicators to top customers KPI
Quantify the impact on the
business TOP & bottom LINE as
prioritization driver and
sponsorship trigger.
CX
scores
Maintain
7,2
Correlation with Kpi (e.g share of wallet)
4,1 Monitor Improve
Strenghts
Personalized
offer
Easy personal
data management
chat
support
product
descripzion
understanding
.
1.
2.
Group
work
Topic 3

7. …Triggered by CX quotient value
Fueled by data pattern and predictive analysis
(executed by CRM, steered by CX lead=insights based)…
 Managed by systematic and Agile
development/deployment
 Not cascaded but cross functionally generated
 Open innovation lab or co-creation platform can help
 Personalization?
CX INNOVATION PROCESS
9
“CX excellence comes from the innovation oriented AGILE process”
Innovation prerequisites are culture
and leadership sponsorship
Agile as the ‘method’ to innovate
Technologies
Company
processes
and policies
Customer
Journey
Group
work
Topic 4