Customer Experience presentation from Competitive ADDvantage, focused on the benefits of providing a great customer experience. A great experience will achieve a competitive advantage for any organisation, whereas a poor experience can damage a \'brand\'.

1. competitive ADDvantage
‘dare to be different’
totally customer centric
focused on elevating your business results
Competitive ADDvantage - Dare to be different

2. What is Customer Experience?
Customers will have an ‘experience’
We all have an ‘experience’
You can’t stop customers from having them
Customer experiences happen everywhere
Good experiences increase customer loyalty & results
Bad experiences negatively impact on business
We can make the ‘experiences’ better
Competitive ADDvantage - Dare to be different

3. Customer Experience is made up of…
Our expectations
Interacting with
Our feelings a brand creates
lasting
Our interpretations experience
which effects
Our memories the perception
of the brand.
Our beliefs
Think about you as a loyal customer, it’s probably not just about
product or service. It’s about how they make you feel –
the experience you have.
Competitive ADDvantage - Dare to be different

4. Experiences happen everywhere…
Every point of contact a customer
has with your brand is called a
‘touch point’.
Touch points are ‘gateways’ for
customers to fulfil their goals.
A poor experience at any touch
point may see your customer
going elsewhere.
A good experience will mean they will continue their journey to
complete their goal with you.
Competitive ADDvantage - Dare to be different

5. Customer-Business Touch Points are…
Your website
Your branch or shop
Your telephone system
Your email support
Your delivery function
Your brochure – application form – instruction manual
Each touch point your business offers should support
the customer to reach their goal.
Competitive ADDvantage - Dare to be different

6. A BAD customer experience leads to
Lost Business
81% would stop doing business
69% would NEVER return
Viral Detractors
74% tell others about poor treatment
20% have posted negative feedback online
Operational Burden
61% have directly complained
37% have returned products
Source: 2008 Customer Experience Impact Report
(RightNow Technologies & Harris Interactive)
Competitive ADDvantage - Dare to be different

7. A GOOD customer experience leads to
Customer Acquisition
53% would recommend the organisation to others
Repeat Business
52% would feel encouraged to spend more
Sustained Business
50% will always/often pay more for better experience
Source: 2008 Customer Experience Impact Report
(RightNow Technologies & Harris Interactive)
Competitive ADDvantage - Dare to be different

8. How does the customer ‘experience’ you
deliver measure up?
When did you last measure it?
When did you last ask a customer?
What do your competitors do?
What do your customers say about them?
Competitive ADDvantage - Dare to be different

9. Competitive ADDvantage - Dare to be different

10. Each ‘experience’ project
is supported by a range
of solutions designed to
create a bespoke
competitive ADDvantage
Competitive ADDvantage - Dare to be different

11. Creating today’s
Competitive Advantage
is about daring to be different
It will simply be the ……
‘Difference that makes the Difference’
that will determine who are our
future winners and losers
Competitive ADDvantage - Dare to be different

12. To start the process of
differentiating your service or
proposition is just an initial contact..
It’s free to talk but the rewards could
be huge
Want to know T: +44 [0]7595 496847 or +44 [0]7808 062009
more or how?
E: mike@competitiveaddvantage.co.uk or
You can contact
kelvin@competitiveaddvantage.co.uk
us at:
www: www.competitiveaddvantage.co.uk
Competitive ADDvantage - Dare to be different