Introduction to Customer Experience: Basic information you should know about Customer experience

1. Maryam Naeli
Customer
Experience
Introduction to

2. Maryam Naeli
Hello!
I am Maryam Naeli, marketing specialist.
I am here to talk about one of my favorite topics,
Customer Experience!
You can find me here.
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3. I am going to share
a series of
presentation
about CX
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And this one is like planting a seed with the
hope of having a great and beautiful plant.
Maryam Naeli

4. Maryam Naeli
This presentation covers
some basic topics in
Customer Experience
So let’s start with some questions!
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5. Maryam Naeli
As a manager,
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Do you know who your main customers are?
Do you know how they feel when they interact with your
company?
Do you know how they think about your products
and services?
Have you searched for any difficulties they may face
when searching for you, buying your product or
using it?

6. Maryam Naeli
Better to say
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Have you ever put yourself in your customer shoes
and see things from their point of view?
You are losing some of your
customers and this trend will go on!!
If not,
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Customer
Experience
So what is
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8. Maryam Naeli
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Although there is no unique definition for
customer experience, some of them are
more comprehensive than others.
Maybe you are expecting some complicated academic
definitions, but I’d rather to save them for upcoming
presentations.

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10. Maryam Naeli
“ “Customer experience is how much your company
exceeds or falls short of the expectations that
every patron has for every interaction between
them and your organization.
When you exceed customer expectations in a
demonstrable, meaningful way you deliver ‘great
customer experience.’ When you lag customer
expectations in a noticeable, significant way you
deliver ‘terrible customer experience.”
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11. Maryam Naeli
“ “Customer Experience (CX) is everything your
brand does for your customers, everything your
business processes do to them, and how it makes
them feel.”
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“ “In its simplest definition, customer experience is
(a) the sum of all the interactions that a customer
has with a company over the course of the
relationship and (b) the customer’s feelings,
emotions, and perceptions of the brand over the
course of those interactions.”
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13. Maryam Naeli
As the definitions tell, customer experience has many aspects and dimensions.
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But you can think of it as a journey, from where your customer find you to the time
he/she talks about your products to family and friends.
Let’s look at some good examples…
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14. Maryam Naeli
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A customer was late returning a pair of shoes because of
the death in the family, so the Zappos’ customer service
team try hard to take care of the return shipping and
arranged a courier to pick up the shoes for free. They also
sent the customer a bouquet and a note offering their
condolences.
Zappos,
the popular online shoe store

15. Maryam Naeli
A family whose son is highly allergic to dairy was always careful to
bring their own supply of specialized eggs and milk. Unfortunately,
their food got ruined during their trip to the hotel and they were not
able to find those special items in town. However, the manager in
charge remembered a place in Singapore that sold these kind of
items and asked his mother to purchase and fly them by plane to
the hotel located 2.5 hours away.
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Ritz-Carlton,
best services with best CX

16. Maryam Naeli
putting the customers
at the center
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Years ago, an 89-year-old customer was snowed in, so he wasn’t able to drive and buy food.
His daughter, worrying about him, called several markets asking for delivery. Unfortunately,
because of the stormy weather no one agreed to do that.
She ended up calling markets that usually do not deliver goods and, to her surprise, Trader
Joe’s staff agreed to do that.
During the phone call, Trader Joe’s employees helped to choose low-sodium products,
completed the order, informed that there would be no charge for it and ended the call by
saying “Merry Christmas!” The food was delivered 30 minutes after the call.

17. Maryam Naeli
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Starbucks is a company that prides itself on its personal
customer care. By writing down your name on your cup of
coffee they create a personal bond between the barista and
the customer.
But one employee took this tactic to the next level and
made sure one of her deaf customers would receive the
best customer care possible by learning sign language. The
customer shared this story on his Facebook page and it
went viral at that time.
Starbucks,
where the experience is
everything!
Maryam Naeli

18. Maryam Naeli
You may think…
￮ Our customer service is one of the best,
￮ Our company already have powerful CRM department,
￮ We sometimes talk to our customers(directly or
indirectly) and analyze their opinions,
￮ We have sales data and it helps us to recognize our
customers,
￮ We hired a UX specialist and he will do that,
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So, why we need CX?

19. Maryam Naeli
They are not
enough
The point is that
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to meet or exceed customer expectations!!
click
👉

20. Customer service is about
the help and advice your
company provide to
customers who are buying
or using your products or
services.
CX differs from
Customer Service
CX is all about
interactions between
you and your customers
during the period of their
relationship
Customer Service is
reactive
Customer Experience is
proactive
click 👉Maryam Naeli

21. Maryam Naeli
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Using Sales data for recognizing your customer’s needs and wants is great but:
Could you read their thoughts just by looking at your sales data?
How can you find out about their feelings?
How can you make sure if they are satisfied with their purchase?
How can you predict their next move(repurchase and recommendation)?
What is the problem
with sales data?

22. CRM covers sales,
marketing and
customer service. It is
used to manage a
company’s interactions
with prospects and
customers
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CX differs from CRM
CX consists of all
experiences a
customer has with
your company.
Inside-out perspective outside-in perspective
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23. If you have no idea what CRM is, these links
would be a good start:
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24. Maryam Naeli
UX is part of
Customer Experience
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The “User Experience” or UX is product (or service)
specific. It is the experience that a user (or customer) has
when they interact with that product. UX is measured with
metrics like success rate, error rate, abandonment rate,
time to complete task, and (since we deal in digital) clicks
to completion.
(CX), in contrast, covers all the interactions a
customer(potential customer) has with your company. It can
be measured by metrics like overall experience, probability to
continue use, and likelihood to recommend to others.
CX
UX
click 👉

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Let’s talk about numbers
Maryam Naeli

26.  70% of buying experiences are based on how the customer feels they are being treated. - McKinsey
According to a Walker study, by the year 2020 customer experience will overtake price and product as the
key brand differentiator.
79% of consumers want brands to demonstrate they care before considering a purchase. -Wunderman
 According to Salesforce 75% of consumers expect a consistent experience wherever they engage -social
networks, in-person, online or by phone.
 According to Gartner, By 2018, more than 50% of organizations will implement significant business model
changes in their efforts to improve customer experience.
 Companies that excel at customer experience grow revenues 4-8% above the market. - Bain & Co.
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Maryam Naeli

27. Maryam Naeli
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Now, it’s the time to introduce you 3 important
concepts!

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Cusromer
Experience
Persona
Touchpoint
Moments
of
Truth
Maryam Naeli

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 what your product’s top task is?
 how you can make your product easier to
use?
 the demographics of your main
customers?
 the motivation, and goals of customers
to choose your product over a
competitor’s?
 favorite brands and preferred channel of
your target customers?
 how you can develop a successful
marketing strategy for the product?
Do you know…
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Persona Can help you!
Persona is fictional customer which is based on real
data obtained from customer segmentation analyses,
ethnographic research, surveys, and interviews.

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Personas concentrate on
what a customer does, what
frustrates him, and what
makes life a bit easier.
A good persona is a story that
describes a person’s typical
day and experiences, as well
as skills, attitude, background,
environment, and goals.
Personas identify the
motivations, expectations,
aspirations, and behaviors
which are common to a large
segment of your customers.
Maryam Naeli

32. Maryam Naeli
Touchpoints
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Touchpoint is any interaction a potential
customer or customer has with your brand
before, during and after they purchase your
product.

33. Maryam Naeli
This illustration by “Rosenfeld
Media” shows the common
type of touchpoints
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But the next one has lots of details
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By Denise Lee Yohn
Brand Touchpoint Wheel
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36. Maryam Naeli
Moments of Truth
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The term moments of truth was promoted by Jan Carlzon,
the former CEO of SAS Airlines. In his book( Moments of Truth), he starts with
a story of a customer who arrived at the airport without his boarding pass.
The SAS agents personally drove back to the hotel where he
left it and delivered the boarding pass to the passenger. This simple but
valuable act impressed the customer and create a memorable moment for
him.

37. Maryam Naeli
Zero Moment of Truth
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ZMOT was introduced by Google to highlight a
experience a customer has in online
environment. This is about the moment when a
person starts searching for information
regarding a product or service that he or she is
interested in.
At this time, a customer will encounter lots of
information specially buyers/users reviews.
Although companies are not able to control all
of these online reviews, they can positively
influence their online reputation through
interactions with the audience and enhancing
the quality of the product

38. Maryam Naeli
First Moments of Truth
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This term was coined by Proctor and
Gamble. This occurs when the customer
interacts with the company or its
products or services. It is what
impressions people form or what people
think when they come in contact with the
product or service. It is a point when a
person decides whether he/she will buy
the product or not.

39. Maryam Naeli
Second Moments of Truth
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After seeing the product, the prospect will move
on to the next Moment of Truth. In this stage,
the customer truly experiences what your
company is offering. This can happen before
purchasing the product( e.g. experiencing a
hands-on demonstration of a new phone), but
may also happen after a purchase. While a
SMOT that occurs before purchase will have a
greater influence on whether a customer will
pay for a service or product, a SMOT that
happens afterward will still have a major impact
on their satisfaction and continuing relationship
with a brand, which can affect reputation and
audience reach

40. Maryam Naeli
Ultimate Moments of Truth
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This term was introduced by Solis. The
“Ultimate moment of truth” or “Third
Moment of Truth” is about a time when
customers share their experience about
a company or product with others who
are going through their ZMOT.
In this moment, the customer becomes
the brand ambassador. If the customer
had a good experience in previous
moments, the company can expect the
positive word of mouth; however, if the
customer experience was not good the
probability of spreading negative word of
mouth is high.

41. Maryam Naeli
That brings me to the end of my first presentation.
Thank you for your attention.
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42. Maryam Naeli
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https://www.youtube.com/watch?v=9C06sPn8OzM
https://www.youtube.com/watch?v=8MBgfJNYK6c
The following video can expand your knowledge about CX:

43. Maryam Naeli
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Thanks!
Any question or suggestion?
You can find me at:
￮ LinkedIn
￮ Mary.naeli@yahoo.com
If you Like it
Please share this presentation

44. Maryam Naeli
Credits
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Special thanks to all the people who made and released these
awesome resources for free:
￮ Presentation template by SlidesCarnival
￮ Photographs by Pixabay
￮ Icons by adioma
http://customerthink.com
http://stevenvanbelleghem.com
https://blog.surveyjunkie.com
https://senseimarketing.com
Resources