As we learn to leverage content to support our business goals, companies are realizing that content is tied to the total Customer Experience. Improving our content and making it useful to our customers, supports our customers as they purchase and interact with our company. But what is Customer Experience? What does Customer Experience have to do with product content or web content or even the corporate blog? In this presentation, you learn the 5 top things you need to know about Customer Experience to set you and your company apart. For example: - What is an NPS? - How do you know how other companies in your industry are rated? - What is the Customer Journey and why do you care? - And more

1. 5 things you must
know about Customer
Experience
And what they mean to you
Sharon Burton
951-369-8590
Twitter: sharonburton
Sharon@sharonburton.com
www.sharonburton.com
Tweet tag: #5CustExpCongility

2. Thank you for attending!
▪ Sharon Burton
▪ Been in the Communication industry
for 20 years
▪ I solve post-sales customer experience problems
▪ Research how people feel about product instructions
▪ Support clients in creating better product instructions
▪ Teach communication at various universities
Tweet tag: #5CustExpCongility

3. Congility 2014
18-20 June 2014, Gatwick, UK
“Driving customer experience from
across the enterprise”
First-class international speakers
www.congility.com/2014
Brought to you by
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Jeff Eaton
Leah Guren Rahel Bailie
Noz UrbinaKevin
Nichols
Tony Self
And
MANY
more!
Michael
Priestley
Kristen
Eberlein
2 conference days, 1 workshop day
• Content strategy and UX
• Structured content and IA
• Digital / Mobile delivery
• Component content management

4. Overview for today
Definitions and
then the list
▪ I want to cover some concepts
and definitions so we all know
what I mean as we go
▪ Ask questions in the Chat
window and I’ll catch them at
the end
Tweet tag: #5CustExpCongility

5. The cost of acquiring and
keeping customers
Some definitions to get us all on the same page
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6. Getting customers is expensive
It costs 6–7 times
more to acquire a
new customer
than retain an
existing one –
Bain & Company
▪ CustomerAcquisition
Cost (CAC) is the cost of
convincing people to buy your
product or service
▪ Basically, it’s the total cost of
sales and marketing divided by
the customers you got
▪ B2C is typically less, B2B is
typically more
Tweet tag: #5CustExpCongility

7. Keeping customers
A 5% increase in
customer
retention can
increase
profitability by
75% —
Bain and Co
▪ Customer churn is customers
leaving from the back door as
you welcome new ones in the
front door
▪ Customer churn is one of the
most expensive things you can
have
▪ An entire industry exists to
analyze churn

8. Lifetime value
The probability of
selling to an
existing customer
is 60 – 70%.The
probability of
selling to a new
prospect is 5-20%
—Marketing
Metrics
▪ Existing customers are already
engaged with your products or
services
▪ They have a lower cost to keep
▪ They should buy more stuff
▪ Higher monetary value to the
business
▪ Can be your evangelists

9. Return rate
The average U.S.
consumer spends
20 minutes trying
to make a device
work before giving
up and returning it
to the seller—
2006 study by
Dutch scientist
Elke den Ouden
▪ Returns have increased 21
percent since 2007, according
to aAccenture research report
(Dec 2011)
▪ 5% of returns are related to
actual product defects
▪ 27% reflect “buyer’s remorse”
▪ 68% of returned products are
“NoTrouble Found”

10. Customer experience increases sales
81% of companies
…delivering
customer experience
excellence are
outperforming their
competitors —
Peppers and
Rogers, 2009
Customer
Experience Maturity
Monitor
▪ Customer experience is the
outcome of all of the touch
points that your customer has
with your organization *
▪ The perception that customers
have across all of their
interactions with your
organization *
▪ It’s a customer-centric view of
your company from every
touch point
* From Customer Experience Overview, 2011, BruceTempkin
and Jeanne Bliss

11. The 5 things you must
know
And a bonus one because I can
Tweet tag: #5CustExpCongility

12. 1.What is an NPS (Net Promoter Score)?
“How likely is it
that you would
recommend
[company
name/product/
service] to a friend
or colleague?”
▪ Intended behavior metric
▪ Scale 0 to 10
▪ Associates loyalty to future
behavior
Group Score Feelings
Promoters 9 or 10 Loyal
Passives 7 or 8 Generally
satisfied
Detractors 0 to 6 Unhappy

13. Calculate your NPS
% of Promoters -
% of Detractors =
NPS
Often expressed
as a number, such
as 6.35
Can be a negative
number, which is
bad
▪ Happy customers have
▪ Higher lifetime value
▪ Lower churn rate
▪ Lower return rate
▪ Cheaper to sell to
▪ A good follow up to the NPS
question is
▪ “Why?”

14. Can we use this elsewhere?
“How likely is it
that you would
recommend our
instructions [or
content] to a
friend or
colleague?”
▪ Measure the intended
behavior for your content
▪ Use the same scale and
measurements as the rest of
the NPS
▪ If your content isn’t as high (or
is higher) as the rest of your
NPS
▪ That’s something to look at

15. 2. How are other companies in your industry rated?
Knowing your
NPS is
good, knowing
your industry
NPS is even
better
We don’t have an
industry content
NPS
▪ Several sites, including:
▪ http://www.insightsfromanalyt
ics.com/blog/bid/324678/Top-
10-U-S-Net-Promoter-Scores-
NPS-for-2013
▪ If your company has a
Customer Experience
initiative, someone knows
your NPS
▪ And they want to improve it

16. 3.What is a Customer Journey?
The process a
customer goes
through while
interacting with
your company
Only the
customer knows
if it was good or
not
▪ Typically though of in column
phases, for example
▪ Awareness
▪ Interest
▪ Desire
▪ Action
▪ Can have customer rows
▪ Activity
▪ Motivations
▪ Questions
▪ Barriers

17. Customer journey
Customers
typically have
many journeys
with your
company
Think of
scenarios but real
▪ Jane wants to add the new Sports
channels to her cableTV
subscription to watch baseball
▪ Starting with Jane’s goal
▪ Chart out what she does and who
she interacts with for each step of
this
▪ Not how you think it should
be, but how it actually is
▪ Do this yourself, all the way
through

18. Adding baseball
From Jane’s point
of view and how
she feels about
each step
▪ At the end, you see the customer
steps, the employees
involved, and the processes
invoked
▪ Often, you discover major
internal issues
▪ Jane needs her account number
▪ She does electronic banking and
has no bill handy
▪ Jane is frustrated she has to call
back
▪ How could we make this easier?
▪ Verify by phone number?

20. 4.What are touchpoints?
The places where
a customer
interacts with
your company in
some manner
during the
customer journey
Attended and
unattended
▪ Touchpoints include:
▪ Letters
▪ Knowledgebase
▪ Support
▪ Website
▪ Product content
▪ Exposes internal processes
▪ Attended vs unattended

21. Attended vs unattended touchpoints
Customers
develop their
feelings about us
through their
interactions with
us – the
touchpoints
▪ Attended
▪ We can monitor what the
customer is doing/how they are
interacting with us and have the
opportunity to guide that
touchpoint experience.
▪ Unattended
▪ We can’t monitor to know what
the customer is doing and we
have no way to guide that
touchpoint experience should it
go poorly.

22. Most of our content is unattended
We often throw
something over
the wall and hope
for the best
▪ We need data for unattended
touchpoints
▪ GoogleAnalytics
▪ Website
▪ Product instructions
▪ Other tools help here, too
▪ Might also be good to allow
ratings and comments

23. 5.What is a customer ecosystem?
The entire
system the
customer is
involved in during
a journey
Including internal
stuff the
customer never
sees
▪ Nothing happens in a vacuum
▪ Customer touchpoints are the
tips of icebergs
▪ Processes internal to your
company “bubble up” to
touchpoints
▪ Often, entire groups have no
idea of their customer impact

24. Customer ecosystems
Mapping out a
journey to an
ecosystem
potentially
identifies
unknown
customer impact
▪ Sort of like root cause analysis
▪ But deeper and more
systematic
▪ Allows people to see groups
who have customer impact
several levels up from where
they are making decisions
▪ These groups may be very happy
with how they’re doing
▪ But the customer isn’t

25. Jane
Wants
baseball
Calls
CableTV
Navigates
phone
Listens to
options
Selects current
customer
Selects
Change Plan
Gets rep
Makes
request
Verify account
No bill
available
Can’t change
account
Call ends Jane upset
Listens to
music
CustSupport
Channel 3
Programming
Programmers
Network
system
Marketing
Copywriter
Advertising
Marketing
IT
Programmer
Support
Network
system
Marketing
Support rep
CRM
Database
Security
Network
system
Knowledgebase
Internal to
company
Customer
exposed

26. Jane
Wants
baseball
Calls
CableTV
Navigates
phone
Listens to
options
Selects current
customer
Selects
Change Plan
Gets rep
Makes
request
Verify account
No bill
available
Can’t change
account
Call ends Jane upset
Listens to
music
CustSupport
Channel 3
Programming
Programmers
Network
system
Marketing
Copywriter
Advertising
Marketing
IT
Programmer
Support
Network
system
Marketing
Support rep
CRM
Database
Security
Network
system
Knowledgebase
Internal to
company
Customer
exposed
Green=Happy, doing well
Yellow=neutral, doing OK
Red=Very unhappy

27. What does this mean for our content?
▪ In most companies, we don’t
really know how content gets
created and distributed
▪ Or what is involved in that
creation or distribution
▪ And what barriers that may
create for our customers
▪ We need to know this
▪ We need the ecosystem
mapped out to show our
integration
We may be
delighted with
our content
Our customer
may not be
delighted
The customer
wins

28. 6. Customer Effort Score (CES)
"How much effort
did your
request/purchase/
etc take?"
▪ Customer Effort Score
▪ How hard is it to do business
with a company
▪ People don’t like doing business
when it’s hard
▪ Increased churn rate
▪ Scale of 1 (very easy) to 5
(giant effort)

29. Which question do you ask?
"How much effort
did finding/
understanding/
acting on this
information
take?"
▪ I think if you can ask only one
question about your content in
the content, ask the CES
question
▪ Specific content perception
▪ If you can ask only one
question about your content at
a higher level than in the
content, use the NPS
▪ Overall perception

30. Thoughts?
Comments?
Questions?
Tweet tag: #5CustExpCongility
Sharon Burton
Sharon@sharonburton.com
951-369-8590
Twitter: sharonburton
www.sharonburton.com

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Today's content needs agility
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