Customer experience management builds both on well-known and new elements. The ‘customer expectations – company promises’ gap is already established. Yet, expectations have to be addressed along the total customer journey. Experience design is rather new, although partially related to user design and service design. Correctly capturing customer experience (methodologies, metrics, mapping) needs further exploration.
2. What the customer
does and experiences
(CJ mapping, CX measures)
What the customer
expects
(expectations)
What the company
offers
(process & CΧ design)
What the company
promises
(positioning,
communication)
Gap
Gap
Gap
Gap
A CX management framework
Channels
3. What the customer
does and experiences
(CJ mapping, CX measures)
What the customer
expects
(expectations)
What the company
offers
(process & CΧ design)
What the company
promises
(positioning,
communication)
Gap
Gap
Gap
Gap
A CX management framework
Channels
4. Customer experience
What the company has promised
brand positioning
customer value proposition
the promise
vision, values, mission
communication
… to external and internal customers
5. Brand positioning –The promise
So, is it shared by all …
internal stakeholders
personnel – employees
partners ?
6. What the customer
does and experiences
(CJ mapping, CX measures)
What the customer
expects
(expectations)
What the company
offers
(process & CΧ design)
What the company
promises
(positioning,
communication)
Gap
Gap
Gap
Gap
A CX management framework
Channels
7. What the customer expects
Benchmarks:
• past experiences
• WoM
• personal standards
• context
Customer experience
8. Meet or exceed customer expectations?
Customer experience
9. You deliver both feelings AND specs
Customers have different levels of expectations along the Customer Journey
Expectations are person and context specific -> personas
Customer experience
10. So…
How well do you know your customers’ expectations?
Have you identified the critical moments of the Customer Journey?
Customer experience
11. What the customer
does and experiences
(CJ mapping, CX measures)
What the customer
expects
(expectations)
What the company
offers
(process & CΧ design)
What the company
promises
(positioning,
communication)
Gap
Gap
Gap
Gap
A CX management framework
Channels
14. Customer Journey mapping: methodologies
Consumer Journey Phase Need recognition
Information
search
Evaluation of
alternatives
Decision Purchase Use Post-use behavior
Who, What, How
Prospects, follow them along the total journey
Current customers / users (given personas)
Past customers
For all users
Recruitment issues: how many? Filtering?
15. What the customer
does and experiences
(CJ mapping, CX measures)
What the customer
expects
(expectations)
What the company
offers
(process & CΧ design)
What the company
promises
(positioning,
communication)
Gap
Gap
Gap
Gap
A CX management framework
Channels
16. What your channels are designed, briefed, instructed, constrained, empowered to
deliver (CΧ design).
• product
• service
• employees
• terms & conditions
• service scape
• processes & operations
Customer experience