Once a company clearly understands the state of the customer experience it delivers to customers and how it compares to those of competitors, it must determine where and how to improve the experience.

1. | Copyright © 2015 Tata Consultancy Services Limited
Designing the Aspirational Customer Experience
After Gaining New Insights, Companies Must Translate Them into
Experience That Works
Bill Quinn, Director – Customer Experience Solutions, Global Consulting Practice, TCS
November 2015

2. As customer
expectations evolve,
companies need to
perpetually refine their
‘aspirational’ customer
experience.
Social data provides
new insights into
customer expectations.
To turn these insights
into experiences that
work, businesses must
use the right tools and
techniques to tailor
customer interactions.
Customer Experience, 2015
Introduction: Aspirational Experience Design

3. An engagement map is a key tool for designing aspirational customer
experiences (CX). It helps companies identify capabilities that will deliver a
differentiated customer experience.
Customer Experience, 2015
Engagement Mapping

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Engagement maps use
data to develop
segment profiles, define
customer preference
criteria, and evaluate
channel performance.
Maps provide
competitive analysis,
and identify reasons for
customer churn.
Using such maps
ensures improved
experience design and
sparks innovation.
They also help
companies manage
expenditure.
Read MoreCustomer Experience, 2015
Benefits of Engagement Mapping

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A large retailer believed
it had fallen behind
competitors in
responding to
customers who used
smartphones. By using
engagement maps, it
realized that its
customers preferred
text messaging. The
insight prevented the
retailer from investing
in expensive
unnecessary
capabilities.
Case in Point – Reining in CX Reboot

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Companies should
develop a scoring
framework to evaluate
their capabilities against
a defined set of metrics
and KPIs.
Each capability
identified in the
engagement map must
be grouped into logical
categories.
The criteria to consider
while grouping includes
cost, the level of
innovation, integration
requirements, and
customer behavior.
Read MoreCustomer Experience, 2015
Scoring CX Capabilities

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Once capabilities are prioritized, a business reference architecture can be
created. This helps IT teams understand the priorities of CX initiatives.
Read MoreCustomer Experience, 2015
Aligning Business and IT

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Roadmaps help teams across the enterprise move in the same direction.
Read MoreCustomer Experience, 2015
Prioritization Roadmap

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By evaluating the value of the touch point to the customer and to the
business, a company can measure its return on customer experience.
Read MoreCustomer Experience, 2015
Creating a Business Case

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Creating a customer
experience that drives
long-term engagement
and loyalty is crucial to
businesses.
Customers have
alternative experience
options and will happily
switch to competitors.
The right insights and
experience design
process will greatly
improve the odds of
providing a successful
customer experience.
Read MoreCustomer Experience, 2015
Conclusion: Improving Experience

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Designing the Aspirational
Customer Experience
After Gaining New Insights, Companies Must Translate Them
into Experience That Works
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