1. Customer Experience
Management
Ted Chen June 2012

2. Customer Experience Matters
“We only have two sources of competitive
advantage – the ability to learn more
about our customers faster than the
competition and the ability to turn that
learning into action faster than the
competition”
Jack Welch,
Former Chairman &
CEO General Electric

3. What are the Present Challenges for CMOs and Insights
Professionals?
Explosion of two-thirds:
invest in new tools Understand
data and technologies individuals
Leverage
• Consultation
• Synthesized
continuous
technology tools • Partners integration

4. How These Challenges Affect CEM
Organization
(CMO) Research
• Information galore • Directive to be
• New sources of data actionable/consultative
• How to bring it all together • Need to operationally run a
• Engage the rest of the organization research program
• Time constraints
• Resource constraints

5. How Do Tools and Technologies Facilitate
Meeting Those Challenges?
Capture Data
Provide Comprehensive
View of the Customer
Streamline Processes
Automate Non-Consultative Tasks
Help Drive Insights and Action

6. There are Many Potential Feedback Elements to Manage in
Each Customer’s Journey
Other
Ongoing Touch-point
Feedback
• Relationship • Purchase • Employee
• Satisfaction • Call Center • Mystery Shopping
• Website • Servicing/Repair • Competitor
• Account Manager • Web Purchase • Social Media
• Product • Onboarding
• Delivery
CRM
Database/Transactional

7. VC’s CEM
Data Collection
Platform Provides
the Technology
Backbone
Contextualization
Online Reporting

8. Leverage CEM to Be More Actionable and Consultative
Time Spent - Now Time Spent - After
Measure
Design Data /
Measure Design Distribute
Action / CEM
Consult
Data / Action / Consult
Distribute

9. Benefits Researchers by Freeing Up Time and Resources and
Bringing Feedback Together
Manage sample, deployment, processes
Handle standard inquiries
Distribute results
Expose improvement opportunities
Provides foundation for further value-add

10. Demo

11. Focus on Better Research Deliverables
Action
Planning Performance evaluation
Employee
Training Generate Revenue

12. Leverage Sparq Panel with CEM to Drive Deeper Insights

13. Enhance Engagement in all Phases
Stakeholders /
Customers Users Management
Executives
• Visually engaging and • Results in engaging
interactive online data visualized
surveys format
• Convenient and • Insights and
immediate modalities recommendations
• Intuitive, graphical
online results and
insights delivered real-
time
• Comprehensive and
holistic view of the
people that matter

14. Questions?