Presentation done by Kate Feather at ELFA conference.

1. By Kate Feather
DO YOU HAVE THE RIGHT
CUSTOMER EXPERIENCE
STRATEGY?
Want the handouts?
info.peoplemetrics.com/elfa
By Mark Tomaselli
First American Equipment Finance

2. What You Will Learn Today
1. What customer experience really is.
2. The 5 elements of a successful customer
experience strategy (and 2 that differentiate).
3. Where you should focus in 2016.

4. William Henry Perkin
(1838-1907)

5. August Wilhelm
Von Hoffman
(1838-1907)
Royal College
of Chemistry
in London

6. Let’s cure
malaria!

8. Don’t we all
take work
home?

9. Chemical
mauveine

12. Look
familiar?

13. How about
this?

14. Yards and yards of
purple fabric
goes on top

15. For Perkin,
this stuff…

16. …became this stuff.

17. Honestly,
why is purple mucus important
to me?

18. Open your mind.

19. Historical context is key
to understanding.

20. 1900 - 1960 AGE OF MANUFACTURING

21. 1960 - 1990 AGE OF DISTRIBUTION

22. 1990 - 2010 AGE OF INFORMATION

23. We have entered a new age.

24. 2010 - ? AGE OF THE CUSTOMER

25. So, what is customer experience?

27. The best companies are the ones
who strive to leave the safety net
behind. For good.

29. Why does it matter?

30. Source: Watermark Consulting (2015)

31. “…customers who had the best
past experiences spend 140%
more compared to those who had
the poorest past experience.”
“…on average, a member who
gives the lowest score will likely
only remain a member for a little
over a year. Compare that to a
member who gives the highest
score — they are likely to remain a
member for another six years.”
Source: HBR, The Value of Customer Experience, Quantified (August 2014)

32. 33
pts
42
pts
40
pts
27
pts
In PeopleMetrics own research, growth Banks adopt customer-centric
disciplines more than non-growth banks.
Source: PeopleMetrics (2013)

33. Let’s see how ready you are.

34. EXECUTIVE
BUY-IN
EDUCATE AND
ENGAGE
TARGET
CUSTOMERS
UNDERSTAND
CUSTOMERS
LISTEN TO
CUSTOMERS
5 Elements of a Successful CX Strategy.

35. Want the handouts?
info.peoplemetrics.com/elfa
Customer
Experience
Assessment
Activity Time

37. UNDERSTAND
CUSTOMERS
LISTEN TO
CUSTOMERS
EXECUTIVE
BUY-IN
EDUCATE AND
ENGAGE
TARGET
CUSTOMERS
5 Elements of a Successful CX Strategy.

38. EXECUTIVE
BUY-IN
EDUCATE AND
ENGAGE
TARGET
CUSTOMERS
UNDERSTAND
CUSTOMERS
LISTEN TO
CUSTOMERS

39. EXECUTIVE
BUY-IN
EDUCATE AND
ENGAGE
TARGET
CUSTOMERS
UNDERSTAND
CUSTOMERS
LISTEN TO
CUSTOMERS

41. Fanatical SupportTM
fuels growth
47% 18% 24% 31% 28% 15% 13%Yearly growth %

47. EXECUTIVE
BUY-IN
EDUCATE AND
ENGAGE
TARGET
CUSTOMERS
UNDERSTAND
CUSTOMERS
LISTEN TO
CUSTOMERS

49. In an increasingly price competitive world,
differentiating on the client experience was
Signature’s last line of defense.

50. In 2006, we identified ACCOUNTABILITY
as key to their success…

51. Email Alert
Generated to
Individual(s)
Responsible
Customer
Submits
Survey
Email Invitation
to Brief Online
Survey
Customer
Has Experience
Actions
Tracked Online
Action Is Taken
Data is Aggregated
and Analyzed
Take Action to
Improve Customer
Experience

53. Daily shift
meetings

56. 25pt
lift in engagement
16,000 fewer problems
30% increase in revenue
24% increase in worldwide locations

57. Where should you focus first?

58. Want the handouts?
info.peoplemetrics.com/elfa
One Year Plan
Activity Time

60. Successfully Executing
Activity Time Want the handouts?
info.peoplemetrics.com/elfa

61. Your turn.

62. Summing Up – You Tell Me
• What is customer experience (really)?

63. Summing Up – You Tell Me
• What is customer experience (really)?
• What are the 5 elements of a successful CX
Strategy?

64. Summing Up – You Tell Me
• What is customer experience (really)?
• What are the 5 elements of a successful CX
strategy?
• What is your priority for 2016?

65. Thank You! Questions?
Kate Feather, EVP
kate.feather@peoplemetrics.com
215.979.8037
@katefeather
Want the handouts?
info.peoplemetrics.com/elfa