CX for Executives
•
31 gefällt mir•154,700 views
Presentation at CCC (Callidus Customer Conference) in Vegas earlier this year (April 2015). Covers the topics related to Customer Experience at a high level for Executives to get the knowledge they need.
Empfohlen
Weitere ähnliche Inhalte
Was ist angesagt?
Was ist angesagt? (20)
Ähnlich wie CX for Executives
Ähnlich wie CX for Executives (20)
Mehr von Esteban Kolsky
Mehr von Esteban Kolsky (20)
Kürzlich hochgeladen
Kürzlich hochgeladen (20)
CX for Executives
- 1. CUSTOMER EXPERIENCE FOR EXECUTIVES TOPICS, ISSUES, AND IDEAS ON HOW TO DO CUSTOMER EXPERIENCES BETTER – FOR EXECUTIVES
- 2. CX STATS
- 3. us target acquire support retain the death of the customer lifecycle is upon us
- 4. the birth of the community-powered continuum
- 5. company centric customer centric revenue value short term long term relaDonship engagement message content managed expectaDons known expectaDons proprietary soluDon ecosystem interacDon experience customer-centric nomenclature
- 6. CUSTOMER EXPERIENCE DEFINED • an experience is defined as the sum total of conscious events • an experience is defined as a coordinated series of interacDons between a customer and a brand to accomplish anything • an experience is defined by the customer, for the customer, at each touchpoint, each Dme.
- 7. CEM vs CX Customer Experience Management Customer Experience
- 9. NPS – PROS AND CONS • rally the troops • benchmark • easy to understand (maybe) • vanity metric • implied causa<on • people – well, they lie… • “gameable”
- 10. HOW TO USE NPS WELL 1. follow up 1. did you recommend us? 2. did they contact us? 3. did they buy? 4. how does it compare? 2. correlate – beware of pirates 3. just one more metric, don’t forget more important ones 4. it it not just one metric, it’s a correlated-‐to-‐KPI-‐metric – by itself is worthless
- 11. data knowledge content infrastructure plaorm so]ware opDmizaDon personalizaDon automaDon customer employee partner supplier legacy applicaDons legacy databases legacy SaaS and internet legacy analy2cs cloud informaDon experience public mobile laptop / desktop IoT interfaces business (digital) transformation paradigm shift
- 12. 75% of brands don’t know what engagement is – but are measuring “it” knowledge * trust Dme e = engagement as an outcome, not a goal
- 13. RETENTION STATS
- 16. SINGLE, MULTI, CROSS, OMNI? S M W E P C S – SMS, W – Web, E – Email, C – Chat, P – Phone, M-‐ Social Media, D – Data, K-‐ Knowledge 1980 1995 2010 S W E C P M R K D R K D R K D R K D R K D R K D W M S E P C D K R silo single channel semi-‐integrated mul<-‐channel integrated cross-‐channel D K R UC
- 17. OMNI IS NOT POSSIBLE • misses one component, are you stupid? – single, combined, all-‐encompassing data model • may close gap between expectaDons, delivery • needs to be – based on intent, – based on previous and predicted interacDons – keeping them together as one, – play equally across all channels • technology, desire, need exist
- 18. CLOSING STATS • feedback mamers – best in class CX– 70% use feedback – industry average – 50% use feedback – laggards – 29% use feedback • informaDon mamers – 56% of customers just want the right answer – 64% don’t trust the informaDon – 44% confirm they got the the wrong answer