A well executed customer experience program will bring value. Seeing this value isn't always intuitive. Join McKinsey & Company consultants, Alex Rawson and Joel Maynes as they show how to link value to customer experience to deliver stacked wins.
3. Joel Maynes
Associate Principal, McKinsey & Company
8+ Years of experience with McKinsey &
company’s Los Angeles office
Leader of McKinsey’s Customer
Personalization Practice
Expertise in “What Matters” customer
experience analytics & personalization
Alex Rawson
Principal, McKinsey & Company
11+ Years of experience with McKinsey &
company’s Seattle office
Leader of McKinsey’s Customer Experience
Practice
Expertise in broad Customer Experience &
Front Line performance transformations
Introductions
9. 9
Build a model of customer satisfaction that links
perceived and operational data on each journey
Johnson Relative Weights Driver Model
FunctionalService
Product
&Price
Emotion/
Brand
100100% =
Driven by Quant research linked to data
▪ Start by rethinking the scope of existing
surveys
▪ Expand your customer data set so that it links
up with operational data, as well as input
from employees and customers
▪ Base priorities for initiatives and
opportunities on their importance to
customers
▪ Understand the sub drivers within the most
important journeys
▪ Focus on customer-experience issues with the
highest payouts
Example journeys:
▪ Bring me onboard
▪ Solve my problem
▪ Move my service
▪ Pay my bill
Example journeys:
▪ Price and value
▪ Programming & equipment