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Customer Experience Demystified
1.
www.ClearActionCX.com Customer Experience Demystified Expectations,
Capabilities & All Hands On Deck
2.
When a customer’s
reality is less than their expectations: . . . they look at it as a poor customer experience. When a customer’s reality matches their expectations: . . . they look at it as a good customer experience. It’s All About Expectation Sets © Copyright ClearAction LLC. All rights reserved. Page 8
3.
Select Get Use Capability Customer
Experience = Reality ÷ Expectations Customers’ Realities versus Expectations Customer experience excellence is about perceived realities across everything customers employ to select, get, and use your solution, toward achieving the capability they’re seeking © Copyright ClearAction LLC. All rights reserved. Page 9
4.
Customers Buy Capabilities
(Not Product per se) Capabilities Every purchase is about a capability • To relax • To be entertained • To avoid pain • To grow • To live • To make money (serve B2B customers) (What a Customer Wants) © Copyright ClearAction LLC. All rights reserved. Page 4
5.
What You Sell
is a Means Toward Capabilities Capabilities Your offerings are a means-to-an-end • To relax • To be entertained • To avoid pain • To grow • To live • To make money (serve B2B customers) Your Offerings / Solutions (What a Customer Wants) (Means-to-an-End) © Copyright ClearAction LLC. All rights reserved. Page 5
6.
Capabilities Are Customers’
“Jobs-to-be-Done” Capabilities We buy because we have a job-to-be-done • To relax • To be entertained • To avoid pain • To grow • To live • To make money (serve B2B customers) Your Offerings / Solutions (Customer’s Job-to-be-Done) (Means-to-an-End) © Copyright ClearAction LLC. All rights reserved. Page 6
7.
A “Job-to-be-Done” Integrates
Various Things Capabilities A customer’s job-to-be-done integrates your offering with other … Your Offerings / Solutions (Customer’s Job-to-be-Done) (Means-to-an-End) © Copyright ClearAction LLC. All rights reserved. Page 7 Integrated with Other Things • People • Processes • Products • Services • Technologies This is the bedrock of customer expectations
8.
When Does Customer
Experience Begin/End? Need Awareness Need Extinction © Copyright ClearAction LLC. All rights reserved. Page 8 Capabilities (Customer’s Job-to-be-Done) Customer experience begins when a customer is aware of needing a capability Customer experience ends when a customer no longer perceives need the need for that capability … as opposed to company-announced obsolescence or the last interaction with the company
9.
What Drives Customer
Expectations? Need Awareness Need Extinction © Copyright ClearAction LLC. All rights reserved. Page 9 Capabilities (Customer’s Job-to-be-Done) Circumstances that trigger need awareness create an expectation set for a customer Circumstances A customer may have a different expectation set for each circumstance • Aspirational • Corrective • Risk avoidance • Other Segmenting customers by “expectation sets” streamlines what it takes to “manage to expectations”
10.
What Are Customer
Expectations? Need Awareness Need Extinction © Copyright ClearAction LLC. All rights reserved. Page 10 Capabilities (Customer’s Job-to-be-Done) Built-in judgments measure goodness of functional & emotional needs toward achieving the capabilities Circumstances Functional: • Does it build the capability? Emotional: • Any personal consequences? • Any social consequences? Emotional Functional This is why organic customer feedback is so valuable to drive action company-wide
11.
Need Awareness Need Extinction © Copyright ClearAction
LLC. All rights reserved. Page 11 Capabilities (Customer’s Job-to-be-Done) Circumstances Emotional Functional Everything Has a Ripple Effect on Customers Product Service Business Model Affinities Convenience Policies Processes Culture Your Offerings / Solutions (Means-to-an-End) This is why “all-hands-on-deck” company-wide is necessary for customer experience excellence
12.
“Jobs-to-be-Done” = A
Guiding Light to All © Copyright ClearAction LLC. All rights reserved. Page 12 Customers’ desired capabilities & integrations are the growth-promoting context for roles company-wide. Most roles are typically viewed in a revenue context, or simply for the sake of completing tasks.
13.
Customer Experience Customers’ realities
in selecting, getting, and using a solution that enables a capability they want. Customer Experience Management Discipline of treating your customer relationships as assets with the goal of engaging customers as brand advocates. Customer Experience Optimization Natural customer passion for a brand through company-wide alignment with buyer priorities for enduring revenue and profit growth. Customer Experience Enablement Bridge between voice-of-the-customer & customer engagement to earn trust, loyalty, and enduring profit growth. . © Copyright ClearAction LLC. All rights reserved. Page 13 Customer Experience Defined
14.
© Copyright ClearAction
LLC. All rights reserved. Page 14 Customer Experience ROI Building-Blocks All blocks work in tandem to maximize & sustain business results. Left-right flow. Start simply with a stepping stone in each block; build maturity over time. Customer experience excellence is a way of life and an ongoing internal journey as market forces evolve. http://ClearActionCX.com/cx-success-factors
15.
© Copyright ClearAction
LLC. All rights reserved. Page 15 Customer Experience ROI Success Factors In our 4-year study, companies with these practices tended to have stronger business results. http://ClearActionCX.com/success-factors
16.
ClearActionCX.com See more like
this in ClearAction Insiders! © Copyright ClearAction LLC. All rights reserved.
17.
ClearAction founded the
world’s 1st and largest global B2B customer experience practices study © Copyright ClearAction LLC. All rights reserved. Page 17 http://ClearActionCX.com
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These Concepts, Get the Book! © Copyright ClearAction LLC. All rights reserved. >30 Tools & Techniques Step-by-Step Guidelines
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These Concepts, Get the Book! 5 Keys Explained >20 Tools & Techniques Step-by-Step Guidelines © Copyright ClearAction LLC. All rights reserved.
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These Concepts, Get the Book! 4 Keys Explained 10 Templates Step-by-Step Guidelines © Copyright ClearAction LLC. All rights reserved.
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ClearAction Consulting Clients “ClearAction
taught us things that wouldn’t readily cross our minds and has increased our efficiency & accuracy in many areas. We highly recommend ClearAction as a business consultant.” © Copyright ClearAction LLC. All rights reserved. Partial List Send us a note: OptimizeCX@ClearActionCX.com
22.
OptimizeCX@ClearActionCX.com tel +1 408
687 9700 Lynn Hunsaker ClearAction company/clearaction-llc +ClearActionCXO CustomerExperienceOptimization
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