Customer Experience Transformation: Customer Care

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Framework Primer
Customer Experience
Transformation: Customer Care
Presentation created by
CUSTOMER
JOURNEYS
Define a clear customer-experience aspiration,
value proposition, and common purpose
Develop a deep understanding of what
matters to customers to inform journey
redesign
Use behavioral psychology to manage
customer expectations
Innovate journeys, including digital and
design thinking
Use customer journeys to empower the
front line
Define journey metrics and the
governance system to continuously
improve the journey and inform its
redesign
1
2
3
4
5
6

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Contents
Overview
Customer Care
Customer Journey
Insight Areas from Customer Care
Templates
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At the heart of Customer Experience Transformation is designing an
excellent Customer Journey with a focus on Customer Care
Presentation Overview
Customer Experience Transformation has taken an omnichannel approach with each
unit in our organization contributing to a seamless Customer Service.
Designing an excellent Customer Journey is critical to a Customer Experience Transformation. Our
company must undertake an end-to-end redesigning of our Customer Journey to transform Customer
Care experience.
In developing the Customer Journey, Customer Care plays a critical part. In this presentation, we
discuss the various barriers, challenges, and benefits of excellence in Customer Care.
We also have several slides breaking down an illustrative, 5-step Customer Journey. In this journey, we
depict the path our customer takes from initial interest to conversion. It specifies the customer
interaction and functional ownership at each step.
Each insight and understanding derived from Customer Journeys should be translated into new ways of
improving Customer Experience. There are 3 insight areas in adapting operations to enhance Customer
Service:
Other topics discussed include Customer Satisfaction Pyramid Model, Six Hallmarks of a Customer
Service Transformation, Customer Experience Performance, and among others.
This deck also includes slide templates for you to use in your own business presentations.
1 Overcome organizational barriers
2 Understand each touch point with context
3 Identify universal pain points and
develop solutions

A successful Customer Experience Transformation requires a strategic
customer-centric mind set
Customer Experience (CX) Transformation – Overview
A well designed Customer Journey increases our company’s potential to gain an
unprecedented view of the customer.
Customer Satisfaction is the key indicator in gauging success. Achieving excellent Customer Satisfaction
requires a transformation of the entire Customer Experience.
End result is
excellent Customer
Satisfaction with
reduced operating
costs.
Our company must also look
at Customer Care’s vital role in
Customer Journey. Customer
Care can help define journeys,
identify pain points, and spur
collaboration across functions.
Effectively, a well designed
Customer Journey can direct
our company’s focus of energy
and resources on areas that
have the greatest impact on
customer experience.
Designing an excellent
Customer Journey is critical
to a Customer Experience
Transformation. Our
company must undertake an
end-to-end redesigning of
our Customer Journey to
transform Customer Care
experience.
The design must have a
comprehensive view of the
entire touch points and how
they strategically fit together.

Contents
Overview
Customer Care
Customer Journey
Templates

Customer Care has evolved with the changing business dynamics
CX Transformation – Customer Care Overview
An effective Customer Care can hear the “voice of the customer”, monitor trends, and
identify pain points, improvement levers, and success factors.
Customer Care plays an essential and natural role in mapping the Customer Journey. The changing business
dynamics have pushed Customer Care to evolve into its new roles. In the process of evolving, Customer Care
is faced with limiting barriers that can stall its effective transformation.
CHALLENGEBARRIER
Customer Care began as the call
center responsible for just one touch
point and largely transactional.
1
Customer Care is still perceived as
executional rather than strategic,
focused primarily on handling low-
value questions.
2
Obstacles to information sharing and
collaboration has muted Customer
Care’s influence on shaping
Customer Experience Strategies.
Increased demand on Customer Care to become
a major contributor to Customer Satisfaction
across a broad range of customer channels.
Increased number of functional units within our
company is now engaged with customers.
Customer Care should be closely involved in
designing Customer Journeys.3
Customer Care
must manage all
touch points into
an integrated
approach of
bundling
responsibilities of
different channels
to make it more
vibrant and
robust.

Customer Care must focus on segments defined by different Customer
Journey
CX Transformation – Benefit Areas from Customer Care
Customer transformation is advanced when Customer Care levels up to its responsibilities.
Customer Care assumes responsibility for all service-relevant processes. Significantly, Customer Care must
manage the end-to-end customer experience of service journeys. In effect, Customer Care gets to advance
customer transformation in more ways than one.
Ownership of Customer
Journeys
Catalyze CX Performance
Improvement
Execution of CX
Improvement Measures
1 2 3
Customer Care is a natural owner of
many service-focused Customer
Journey.
It controls a significant number of
touch points across primary
channels.
It is in a unique position to inform
the strategy of other functions such
as sales, marketing and product
development.
When issues arise, Customer Care
takes action in improving customer
experience either for one specific
journey or across common touch
points in all journeys.
Customer Care can assemble a
detailed picture of the overall
experience through the customer’s
eyes.
Identification of different touch points
and channels in a given journey can
now be effectively carried by Customer
Care.

Contents
Overview
Customer Care
Customer Journey
Templates

With an omnichannel approach, our customers can expect a seamless
service journey and experience
Customer Journey – “I Join” Journey Example
Having a greater insight into common Customer Journey builds our company’s ability to
provide effective Customer Service.
The complexity of Customer Journeys highlights the need for cross-functional collaboration. The “I join” sample journey depicts the path our
customer takes from initial interest to conversion. It specifies the customer interaction and functional ownership at each step.
Source: The Role of Customer Care in a Customer Experience Transformation, McKinsey, 2018
The “I join”
sample journey
supports
achievement of
effective
Customer
Journey
essentials.
It ensures
that each
function has
visibility into
the handoffs
in a
Customer
Journey.
It ensures
that internal
processes
are aligned
with each
channel.
“I inform myself”
“I declare my interest
and ask for
information”
“I fill in my contract
(and need help)”
“I receive my contract
confirmation and
supporting material”
“I log in to the portal”
Typical steps in an “I
join” Journey (when
signing a contract) Marketing Mail
Home
page,
FAQs Portal
Social
media Email Fax App
Branch
office
Tele-
phone
Video
confer-
ence Chat
Text
message
Sales
agent
Channel
Potential to use channel
in an Omni-channel setup
Most commonly used
channels for task

The 5 steps in the “I Join” Customer Journey kick off the beginning of a
Customer Experience Transformation
Customer Journey – “I Join” Journey Example (Continued)
The 5 steps of the “I Join” Customer Journey leads towards an effective Customer Service.
The “I join” sample journey takes on 5 purposive steps to achieve an integrated Customer Care
transformation.
This is the initial contact by a customer to learn more about a company’s
products and services
“I inform
myself.”
1 Marketing and Sales
Responsible Unit
At this point, Customer Care discovers sales opportunities as part of
Customer Service.
“I declare my
interest and ask
for information”
2
Sales Unit
(Branch Office)
The contact center fields the requests consisting of administrative issues in the
on boarding process. Customer Care can be a partner in filling in the gaps in
the online journey by addressing any questions or problems that may occur.
“I fill in my
contact (and
need help).”
3
Contact center in
collaboration with
Customer Care
Customer contact is triggered by sales-specific, back office process, such as
auto pay details.
“I receive my
contract
information.”
4 Contact Center
Customers become an active participant in the online portal. Being part of the
product or service, our company can maximize opportunities that may arise.
“I log in to the
portal.”
5 Customer Care

Continuous improvement becomes our company’s value proposition
when the 6 hallmarks of Customer Service Transformation are instilled
Customer Journey – Six Hallmarks of a Customer Service Transformation
Regular governance and assessments of Customer Care with key performance indicators
ensures continuous recalibration of the value proposition.
Mapping the Customer Journey is at the heart of a Customer Experience Transformation. But maintaining an
excellent customer experience across channels requires a common approach. There are 6 hallmarks that make
up a sequential process of continual improvement and refinement.
Our company can deliver a
distinctive customer
experience when we have
clear value proposition and
an intimate understanding of
our Customer Journeys and
mindsets.
Behavioral psychology is
incorporated to shape
interactions with customers.
With innovative Customer
Journeys, Customer Care
strategies are tailored to
specific touch points and
empower agents with digital
tools and performance
management.
Customer
journeys
Define a clear customer-experience
aspiration, value proposition, and
common purpose
Develop a deep understanding
of what matters to customers
to inform journey redesign
Use behavioral psychology to
manage customer expectations
Innovate journeys, including
digital and design thinking
Use customer journeys to
empower the front line
governance system to
continuously improve the
journey and inform its redesign
1
2
3
4
5
6

When Customer Satisfaction is high, expect performance goals to be
achieved
Customer Journey – Customer Satisfaction Pyramid Model (Example)
A higher recommendation rate is achieved when our efforts are aligned with our overall
goals.
The entire Customer Journey is getting digitized, including the use of digital channels and self-service tools.
Volumes of data are being used by our company to link our Customer Journey to our overall strategy and
growth performance.
The Customer Satisfaction Pyramid Model is a Customer Journey conceptual framework that connects Customer Satisfaction to business
outcomes.
Clearly linked to business “I join”
Increase in recommendation rate
Increased overall
CSAT by 3%
Increased service
CSAT by 10%
Increased “I move”
CSAT by 15%
Increased call center
CSAT by 17%
Improve call-center speed
Example of improvement service level
Business outcomes Recommendation rate
Top-line customer
experience metrics
Driver
Journey experience
Touch-point level
Service levels
Service
“I join”
“I move”
“I pay”
Call center
website
Meter reader
Speed Employee feedback
Our contact centers
must understand how
operational factors
such as speed and
first-call resolution
translate into
Customer Satisfaction.
This way, our contact
centers can focus our
energy and resources
on areas that have the
greatest impact on the
customer experience.

Contents
Overview
Customer Care
Customer Journey
Templates

Insights from Customer Journey are effective tools in directing Customer
Experience Transformation
CX Transformation – Insight Areas from Customer Care
Insights from across organizations in our company can stitch interactions into a cohesive,
granular picture of customer segments.
Customer Care’s ownership of customer touch points is a vital part of understanding and mapping Customer
Journeys. Each insight and understanding derived from Customer Journeys must be translated into new ways
of improving Customer Experience.
There are 3 insight areas in adapting operations to enhance Customer Service.
Achieving Customer Experience Transformation requires top-strategy but its success ultimately hinges on the
outcome of millions of individual touch points.
Overcome organizational
barriers
Identify universal pain
points and develop
solutions
Understand each touch
point with context
1 2 3

Having a deep sense of insight areas can intensify our strategic
involvement in Customer Experience Transformation
Insight Areas from Customer Care – Details
Greater Customer Experience Transformation is achieved when improvements are applied
across different journeys.
The 3 insight areas are our company’s guiding principles for an effective Customer Experience
Transformation.
Overcome organizational
barriers
Identify universal pain points
and develop solutions
Assembling a detailed and
accurate picture of each Customer
Journey is necessary. Putting
together all collective knowledge of
our leaders from different functions
is crucial.
Understand each touch point
within context
Determining the next steps
requires an awareness of the
context-not just the process.
Acknowledging our customer’s
history can improve the experience
along the whole journey.
The “I join” approach identifies pain
points within a specific journey.
1 2 3
This collaboration can uncover
touch points that can naturally
be handled by Customer Care
organizations.
Our company must understand
the emotions and mindset of
customers in each of the touch
points where contact is taking
place.
Our company must optimize
workforce management to
improve all touch points in
certain channels.

Contents
Overview
Customer Care
Customer Journey
Templates

Insert headline
Customer Care Benefit Areas – TEMPLATE
Insert bumper.
Journeys
Journeys
Improvement
Improvement
Execution of CX
Execution of CX
1 2 3
• Insert filler text, filler text, filler text,
filler text, filler text.

Insert headline
Customer Care Insight Areas – TEMPLATE
Insert bumper.
Overcome Organizational
Barriers
Overcome Organizational
Barriers
Identify Universal Pain
Points and Develop
Solutions
Identify Universal Pain
Points and Develop
Solutions
Understand Each Touch
Point with Content
Understand Each Touch
Point with Content
1 2 3

Insert headline
Six Hallmarks of a Customer Service Transformation – TEMPLATE
Insert bumper.
Define a clear customer-experience aspiration, value
proposition, and common purpose
Develop a deep understanding of
what matters to customers to inform
journey redesign
Use behavioral psychology to
manage customer expectations
Innovate journeys, including digital and design thinking
Use customer journeys to empower the
front line
governance system to continuously
improve the journey and inform its
redesign
Customer
Journeys
1
2
3
4
5
6

Insert headline
Customer Satisfaction Pyramid Model (Example) – TEMPLATE
Insert bumper.
CLEARLY LINKED TO BUSINESS “I JOIN”
Increase in recommendation rate
Increased overall CSAT
by 3%
Increased service CSAT
by 10%
Increased “I move”
CSAT by 15%
Increased call center
CSAT by 17%
Improve call-center speed
EXAMPLE OF IMPROVEMENT SERVICE LEVEL
Business outcomes Recommendation rate
Top-line customer
experience metrics
Driver
Journey experience
Touch-point level
Service levels
Service
“I join”
“I move”
“I pay”
Call center
website
Meter reader
Speed Employee feedback

This presentation was created by LearnPPT. We are a team of
management consultants trained by top tier global consulting firms
with a collective experience of several decades. Our documents
consist of business templates, business frameworks &
methodologies, and PowerPoint templates.
View our available presentations on Flevy here:
https://flevy.com/author/LearnPPT

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1
Flevy (www.flevy.com) is the marketplace
for premium documents. These
documents can range from Business
Frameworks to Financial Models to
PowerPoint Templates.
Flevy was founded under the principle that
companies waste a lot of time and money
recreating the same foundational business
documents. Our vision is for Flevy to
become a comprehensive knowledge base
of business documents. All organizations,
from startups to large enterprises, can use
Flevy— whether it's to jumpstart projects, to
find reference or comparison materials, or
just to learn.
Contact Us
Please contact us with any questions you may have
about our company.
• General Inquiries
support@flevy.com
• Media/PR
press@flevy.com
• Billing
billing@flevy.com

Customer Experience Transformation: Customer Care

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