Nick Neels' customer experience management presentation at Local Search Association's LSA19 in Dana Point, CA in February 2019.

1. Engineering the Experience:
Take Control of the Customer Journey
Nick Neels | DispatchHealth | LSA19

2. Customer experience management is what
separates yachts from dinghies.

3. An Engineered Customer Experience
1. Controls the brand’s voice & image as a customer is
experiencing the brand

4. An Engineered Customer Experience
1. Controls the brand’s voice & image as a customer is
experiencing the brand
2. Addresses the customer’s emotional, mental & physical
needs at the appropriate time, in the appropriate way

5. An Engineered Customer Experience
1. Controls the brand’s voice & image as a customer is
experiencing the brand
2. Addresses the customer’s emotional, mental & physical
needs at the appropriate time, in the appropriate way
3. Creates an effortless & frictionless experience for the customer

6. An Engineered Customer Experience
1. Controls the brand’s voice & image as a customer is
experiencing the brand
2. Addresses the customer’s emotional, mental & physical
needs at the appropriate time, in the appropriate way
3. Creates an effortless & frictionless experience for the customer
4. Increases conversion rates

7. An Engineered Customer Experience
1. Controls the brand’s voice & image as a customer is
experiencing the brand
2. Addresses the customer’s emotional, mental & physical
needs at the appropriate time, in the appropriate way
3. Creates an effortless & frictionless experience for the customer
4. Increases conversion rates
5. Leaves a positive lasting impression

8. An Engineered Customer Experience
1. Controls the brand’s voice & image as a customer is
experiencing the brand
2. Addresses the customer’s emotional, mental & physical
needs at the appropriate time, in the appropriate way
3. Creates an effortless & frictionless experience for the customer
4. Increases conversion rates
5. Leaves a positive lasting impression
6. Increases positive reviews & word of mouth advertising

9. My Worst Customer Experience

10. Needing a Vacation
• Looking for our 10 year anniversary vacation
• Reviewed various getaway packages, excursions and
cruises…but everything seemed so “basic”
• She saw an “exclusive” vacation package on Instagram:

11. Once in a Lifetime Trip
• Looking for our 10 year anniversary vacation
• Reviewed various getaway packages, excursions and
cruises…but everything seemed so “basic”
• She saw an “exclusive” vacation package on Instagram:
• Luxury villa on a private, white-sand beach
• Private transportation to and from the resort
• Always surrounded by gourmet food & drink
• Live music on the beach each evening

12. SIGN US UP!

13. Expected Customer Experience

14. Actual Customer Experience

15. Fyre Festival = Biggest Customer Experience Fail
- Event for 40,000 VIPs, packages cost up to $50,000
- On an island once owned by Pablo Escobar
Problem:
- No “serious” planning until 60 days before event
- No infrastructure to meet customer’s needs or expectations
Results:
- Cancelled when attendees arrived
- Attendees became stranded
- Destroyed Fyre brand (booking app) & professional brands
- Billy in jail for 6 years
- Netflix and Hulu documentaries
Billy McFarland & Ja Rule

16. All because the customer experience
was not engineered end-to-end.

17. But I’ve got good news got you…

18. We never went.
I just wanted to frame up CEM.
But could you imagine?!?!

19. How Can We Understand & Plan
Your Customer’s Experience

20. Start by Defining Macro & Micro Conversions
A macro conversion is the primary
conversion, for example a completed
sale on an ecommerce site, completed
lead generation form or phone call.
https://www.superxgh.com/how-to-skyrocket-conversions-with-these-6-micro-conversions/
A micro conversion relates to smaller
engagements such as a newsletter
sign up or a user watching a product
video. Micro conversions can often
precede the macro conversion.

21. Understand Conversions by Source
Phone Call
57%
App
22%
Web Form Fill
14%
Direct Referral
7%

22. View Conversions by Device

23. Where Do Users Research Versus Convert

24. How Do You WANT Conversions to Flow In?
Phone Call
57%
App
22%
Web Form Fill
14%
Direct Referral
7%
Phone Call
20%
App
60%
Web Form Fill
10%
Direct Referral
10%

25. So now you have…
Most critical & valuable conversion points defined
● Phone calls: Have the least friction, already the majority of conversions
● Web & App: Reduce call center time
● App: Installs make customers more “sticky”
● Referrals: The most efficient leads, no education required

26. Explore (and Question) the Experience

27. Online Conversion Data

28. Online User Behavior

29. Offline Data Points

30. My Favorite Method: Learn Through Immersion
“From the moment you arrive,
counselors and instructors in the
language immersion programs
speak and play only in the
chosen language, just as if
you were learning from the
inside of the country itself.”

31. Learn the Customer’s Language, Immerse Yourself

32. So now you have…
What customers need emotionally, mentally & physically
● Current conversion flow by channel and device
● Customer’s mindset at each step
● First hand experience going through the process, end-to-end

33. How Can We Map & Engineer
the Customer Experience

34. Record All Touchpoints

35. Flowchart of Touchpoints

36. Organize Touchpoints by Conversion Source

37. Technical Opportunities

38. User Interface Opportunities
Websites with a Google or
Facebook login have a 23%
higher conversion rate than
the average mobile site.
http://services.google.com/fh/files/events/pdf_auto_healthcare_playbook.pdf

39. Conversion Funnel Opportunities

40. Emotional Optimizations
I’m seriously concerned about my health
(fear – trust symbols)
I need to find the closest solution to me
(location, convenience – locator, scheduling)
I need care now (urgency – quick & easy)
Will insurance cover it? If not I need to find
somewhere else (cost – transparency)

41. Top Influences of Patient Satisfaction
https://healthcare.mckinsey.com/measuring-patient-experience-lessons-other-industries
https://www.healthleadersmedia.com/clinical-care/patient-experience-five-times-likely-drive-consumer-loyalty-marketing
“Patient experience is five
times more likely to influence
brand loyalty than other
marketing strategies.”

42. Brand Persona & Customer Insights
Friendly & Helpful: The first impression and interaction the caller has with the agent
directly implies how all of the next steps will go for the caller. If the experience is poor,
the caller assumes their care may be poor as well.
Empathetic: For patients, empathy is a major element of their experience. They are
already not feeling well, so agent empathy helps form a personal connection between
the caller and agent.
Transparent: Prepare them so they feel like they know what is coming up. Silence
makes the callers uncomfortable, so keep them updated on what you are doing.

43. And along the way ask:
Is this effortless?
Do I really need this step?

44. So now you have…
An Engineered Customer Experience to Test & Implement
1. Controls the brand’s voice & image as a customer is experiencing the brand
2. Addresses the customer’s emotional, mental & physical needs at the
appropriate time, in the appropriate way
3. Creates an effortless & frictionless experience for the customer
4. Increases conversion rates
5. Leaves a positive lasting impression
6. Increases positive reviews & word of mouth advertising

45. Remember…

46. Customer experience management is what
separates yachts from dinghies.

47. Don’t be
a dinghy.
Don’t be the
Fyre Festival.
Engineer your
customer experience
end-to-end.

48. Thank You!
Questions?