How to Build Your Customer-Driven Growth Engine

© 2016 CustomerBliss.
How to Build Your Customer-Driven
Growth Engine
QUALTRICS WELCOMES
Jeanne Bliss, Founder and President, CustomerBliss
Co-Founder of the Customer Experience Professionals Association (CXPA)

© 2016 CustomerBliss.www.customerbliss.com
The Rise of
Customer Experience &
Chief Customer Officer
© 2015. CustomerBliss All rights reserved.www.customerbliss.com

Earn the Right to Growth
By improving
customers’ lives.

Engineering,
Product
Develop.
Sales Operations Marketing Quality Finance
Supply
Chain
Customer Leadership
Focus across the silos!
Rather than focusing down our operation areas

The Stairway to
DESIRE
Random
Experience
DESIRE
Company DNA:
Memory Creation
Reliable
Experience
Consistently Define The Experience
Always Reliable At Priority Contacts
Differentiated
Experience
Who ELSE Does This?
Deliver Memories That
Set You Apart

 1995 Books
 1998 Music
 1999 Consumer Electronics, Games
 2000 Kitchen, Camera and Photo Store
 2000 Office Products
 2001 Apparel, Sporting Goods
 2003 Gourmet Foods
 2003 Health and Personal Care
 2005 High End Jewelry
 2006 Kindle Explosion
 2009 Zappos.com And on…and on…and on…
Reliability=GrowthEngine
Build Trusted Experiences That Drive Growth

of consumers worldwide trust
recommendations from friends
and family more than any form
of advertising. (Up from 74% in 2007)
Sources: Keller Fay Talk-Track Report & Word of Mouth Marketing Association

300%
Revenue gained by reducing negative word-
of-mouth versus improving positive ‘buzz’
Source: London School of Economics
© 2016. CustomerBlisswww.customerbliss.com

The 5 Customer Leadership
Competencies
www.customerbliss.com

Competency 1: HONOR
and Manage Customers as Assets.

Customers as Assets.
New Customers, Volume and Value.
Lost Customers, Volume and Value?
WHY?
“Experience” Accountability =
#1
Competency 1
HONOR AND MANAGE CUSTOMERS AS ASSETS.
Know the Growth and Loss of Customers and Care About the ‘WHY?’

Elevating Our Donors as Assets
Martin Hand
Chief Donor/Customer Officer
St. Jude Children’s Research Hospital

ACTION LAB:
VISUAL CUSTOMER ASSET STORY

Competency 1:
Customers as Assets
Attitude shift, not a dashboard
Care about the “why?”
Earn the right to growth

Competency
2: ALIGN
Around Experience.

Awareness &
Research
Assess &
Sample
Develop
Solution
Partner &
Contract
Service &
Support
Strategic
Partnership
Competency 2
ALIGN AROUND EXPERIENCE.
Give Leaders a Framework for Guiding the Work of the
Organization.

Your Customer Journey
Map = Your Business
Decision Blueprint

FIRST JOURNEY MAP for the Smithsonian
Samir Bitar, Director, Office of Visitor Services
Smithsonian Institution

Competency 2:
Align Around Experience
Business Decision Blueprint
Accountable to Customers’ Lives
Unite Leadership Focus

Competency 3:
BUILD a Customer Listening Path.
Tell the Story of Customers’ lives.

Awareness &
Research
Assess &
Sample
Develop
Solution
Partner &
Contract
Service &
Support
Strategic
Partnership
1 2 3 4 5 6 7 8 9 10
Competency 3
BUILD A CUSTOMER LISTENING PATH.
Seek Input and Customer Understanding, Aligned to the Customer Journey.

Unite Multiple Sources – by Journey Stage
One-Company Categorization
Make It Human – “Experiential” Listening
A BALANCED STORY OF
CUSTOMERS’ LIVES BY STAGE
CUSTOMER LISTENING PATH…

Executive Immersion in Customers’ Lives
Lambert Walsh
Vice President & General Manager,
Global Services, Adobe

Competency 3:
Build a Customer Listening Path
Story of Customers’ Lives
Reduce Survey-Score Addiction
One-Company FOCUS

Competency 4:
Proactive Experience Reliability
& Innovation.
Know Before Customers Tell You,
Where you Are Unreliable.

0- +
Frequently An Unreliable
Experience
Always Reliable Experience
“Peace of Mind”
“It Depends”…
Sometimes It’s Reliable, Sometimes It’s Not
Our Current Experience RELIABILITY:

Our Move to 2 Pizza Teams = Agile,
Fast Improvements
Curtis Kopf, Vice President, Customer
Innovation, Alaska Airlines

Competency 4: Experience
Reliability and Innovation
Revenue Erosion Early Warning
Reliability = Customer Asset Growth
Customer Experience Development

Competency 5:
One-Company LEADERSHIP
and CULTURE.
“Prove it to Me” Actions.
Enabling Employees to Deliver Value.

One-Company Leadership, Accountability, Culture
#5
LEADERSHIP, ACCOUNTABILITY & CULTURE
Leadership Behaviors Required for Embedding the Five Competencies.
Enabling Employees to Deliver Value.
Competency 5

Kill the Stupid Rules!
Dan Pastoric
Executive Vice President & Chief Customer
Officer, Enersource

Tell the Story… of Customers’ Lives
For Each Stage, Tell the Story of Customers’ Lives:
 Listening
 Experience Artifacts
 Operational Reliability
T H E C U S TO M E R R O O M ©

Competency 5: One-Company
Leadership and Culture
“Prove it to Me” Competency
Unite Behavior & Accountability
Enable People to Deliver Value

Use the 5 Competencies to
Tell the Story of
customers’ lives…

5 Competencies = Engine for Growth
1: Managing Customers as Assets:
2: Alignment around Experience.
3: Building a Customer Listening Path.
4: Proactive Experience Reliability & Innovation.
5: Leadership, Accountability & Culture.
© 2016. CustomerBlisswww.customerbliss.com

…earn the right to
customer-driven growth.

Afja;sf;asdjasd
FREE TOOLS &
RESOURCES
www.customerbliss.com
Twitter: @jeannebliss
jeanne@customerbliss.com

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