This document discusses differentiating customer experience and viewing it from the customer's perspective. It discusses understanding the outcomes customers desire and do not desire, in order to maximize value. It also discusses analyzing current customer programs to determine how customer-centric they are. The presentation provides tools and frameworks to prioritize customers and offerings based on delivering superior value and meeting customer needs, outcomes, and circumstances in order to achieve profitable differentiation.

1. Customer Experience Differentiation
Note -- This presentation builds on concepts from these presentations:
Why Satisfaction Surveys Aren’t Customer-Centric
Customer-Centric Culture
Innovating Superior Customer Experience
For best understanding, please review the above first, or contact
Success@ClearAction.com
LYNN HUNSAKER
CHIEF CUSTOMER OFFICER

2. ClearAction Continuum
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View Customer Experience From Their Perspective
Desired
Outcomes
What Customer Buys
Means-to-an-End
Firm’s Solution
Emotional
Functional
Need
Awareness
Need
Extinction
Circumstances

3. ClearAction Continuum
3© Copyright ClearAction Continuum. All rights reserved.
View Customer Experience From Their Perspective
Desired Outcomes
Undesired Outcomes
= Value Quotient
Outcome A Outcome B Outcome C Outcome D
Solution A
Solution B
etc.
ValueQuotient
Circumstance
Ideal
Total
Costs
Money
Time
Energy
Concern
Total
Value
Product
Service
Personnel
Image
Effective Outcomes Efficient Outcomes

4. ClearAction Continuum
4© Copyright ClearAction Continuum. All rights reserved.
Your Customer
Programs
What customer programs
are in place?
Your Viewpoint
How you get value
Customer’s Viewpoint
How they get value
Ratio
You /
Customer(benefits, preventions, ratings) (benefits, preventions, ratings)
Analyze Programs for Customer-Centricity

5. ClearAction Continuum
5© Copyright ClearAction Continuum. All rights reserved.
Current
Outcome
Existing
Customer
NewOutcome
New
Customer
Get more
outcomes
done
Do an
outcome
better
Outcome
adopted by
new group
Outcomes not
yet done by
anyone
Prioritize Customers & Offerings

6. ClearAction Continuum
6© Copyright ClearAction Continuum. All rights reserved.
Profitable Differentiation Requires Unique Understanding
Competitors
Customers
Self
Outcomes, Not Features
Awareness to Extinction
Personal, Social, Functional
Superior Value Quotient
Personas by Circumstances
Pure Motives
Brand Promise
SWOT
Alternatives
New Rules

7. ClearAction Continuum
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ClearAction Continuum
7
See the rest of this presentation in
 GETTING & KEEPING CUSTOMERS
 DRIVING GROWTH & INNOVATION
 DATA & METRICS THAT WORK
 CREATIVITY WITHIN BOUNDARIES
 DRIVING ACCOUNTABILITY & COMMITMENT
 GETTING EVERYONE ON THE SAME PAGE
Join today:
https://ClearAction.com/value-exchange
Ask for a demo:
Success@ClearAction.com

8. ClearAction ContinuumClearAction Continuum
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Increase: Maximize: Decrease:
• Follow-through
• Ability to prioritize
• Productivity of resources
• Employee engagement
• Strategic vs. tactical work
• Resource acquisition
• Stakeholder satisfaction
• Stakeholder cooperation
• Team collaboration
• Right the first time
• Job satisfaction
• Continuity
• Project stalls
• Duplicated resources
• Redundant efforts
• Rework
• Employee turnover
• Alliance workloadAlignment (bridging silos) is the
next frontier in CX ROI
Design of ClearAction Value Exchange based on research with American Express, Aon, Apple, Ariba,
Clorox, Covidien, Eli Lilly, Global Foundries, HP, Microsoft, NVIDIA, SAP and beta-testing with many others
ClearAction Value Exchange KPIs are multipliers on your CX investments
SaaS for real-time
personalized action plans
to tackle these silos
30-minute bites
AI-curated resources
DIY and interactive
VP-level to intern-level
Shared vision
Collective capability
© 2019 ClearAction Continuum.

9. ClearAction Continuum
ClearAction Continuum closes the brand-customer gap.
ClearAction Value Exchange members in marketing
& customer experience, care & success roles access
real-time, 24x7, bite-sized personal solutions to
navigate silos for customer value performance
ClearAction Advisory clients strategically
operationalize marketing & customer experience
for scalability, resource productivity & enduring
customer value performance
99
Customer value performance momentum
© 2019 ClearAction Continuum.
ClearAction Continuum

10. ClearAction Continuum
Ask about customer value performance momentum
ClearAction Continuum
10
DNA MASTER PLAN™
STRATEGIC RENEWAL™
CLEARACTION VALUE EXCHANGE™
DNA ACTIVATION™
MARKET RESPONSIVENESS INDEX™
DX AGILITY™
DNA TRANSFORMATION™
DX ALTITUDE™
RACE™
(RAPID ANALYTICS CUSTOMER ENVIRONMENT)
VOX MODERNIZED™
VOX ACTIONABILITY™
SHARKTΛINK™
CX growth aspirations:
 Business results via trust-building
 Consistency via silo-bridging
 All-employee engagement
 Prevention and anticipation
 CX as managerial context
 Profit impact in daily decisions
https://clearaction.com/customer-centered-business-10-keys-organic-growth/© 2019 ClearAction Continuum.
Success@ClearAction.com

11. ClearAction Continuum
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ClearAction Continuum
We’re honored to influence these companies
PARTIAL LIST OF CLIENTS
© 2019 ClearAction Continuum.

12. ClearAction Continuum
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ClearAction Continuum
ClearAction clients’ experiences
Because each of the ClearAction
team members managed CX in B2B
for a number of years, they provided
personal examples and practical
tools that could be implemented right
away. It was incredibly beneficial for
us to work with them for several
occasions. They elevated our
collective knowledge and helped us
achieve a higher level of CX maturity.
– A. Chu, Dir Customer Experience
ClearAction is an expert in business
operations and has been an
invaluable resource for us to learn
best-practices in many areas. They
taught us things that would not
readily cross our minds, but after they
explain, it makes total sense, and this
increased our efficiency and
accuracy in many areas. I highly
recommend ClearAction.
– K. Van Diepen, Dir Marketing Communications
ClearAction has been at the forefront
of helping companies like ours
reduce chaos, maximize resources
and achieve impactful results.
They’ve provided mission-critical
guidance to begin the process of
building a strong marketing
operations function that supports our
company’s growth, scale and
continuous improvement objectives.
– K. Chalmers, Dir Marketing Operations
© 2019 ClearAction Continuum.

13. ClearAction Continuum
Customer value performance momentum