CUSTOMER EXPERIENCE IN ACTION

Break out 1Cross functional track14:00 – 14:45

Annelies D’hondt, Customer Experience specialist

Berit Bel, Associate at Minds&More & Customer Experience Expert

Part 1: Setting the scene• What is Customer Experience?• Building a CX strategy: AS IS, Vision, Gap analysis & CX

Roadmap

Part 2: The CX toolkit• Measuring CX & Value model• Design methodology • Operating model

Part 3: CX as a driver for change• Ecosystem• Maturity stages

Today’s Journey

Part 1: Setting the scene

What is Customer Experience?

Positive Experiences• Loyalty• Advocacy

• Repeat Customer

Negative Experiences• Hoppers• Haters• Churn

Aware Interest Decide Install Start Pay Use Info HelpCom-plain

Opti-mize

Re-commit

Leave

ReceiveOffer

ReceiveBest-Fit

Report Issue

Look forAnswers

UseProduct

Receive1st Bill

ReceiveLog-In

ReceiveVisit

Call toleave

NAChooseProduct

Get Offer

Read Press

What experience are you delivering today?

Word of Mouth

Hear Radio

….

See online Ads

…

DiscussNeeds

Get Quote

InquireCondition

Get Info

Pay

ChooseInstall

Receivestart Info

SignContract

Order Product

Receiveinfo

ReceiveProducts

…

ReceiveWelcome

UseProduct

Upload Accessory

…

Pay Bill

Receive Billrecurrent

…

Receive BillInsert

…

UseAccessory

Contact Helpdesk

ReceiveCSAT

…

FindAnswers

…

BookRepair

ReceiveVisit

ReceiveFeedback

ReceiveDiagnosics

ReceiveFreebies

…

Get Invited

ForcedMigration

Migrate bychoice

…

ReceiveCall

…

ReceiveCall back

Aware Interest Decide Install Start Pay Use InfoCom-plain

Opti-mize

Re-commit

LeaveHelp

…

…

…

…

…

…

…

…

…

…

…

…

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Under Customer Expectations

Beyond Customer Expectations

At par with Customer Expectations

Moment-Of-Truth

The Vision

ACCESS PRODUCT PRICE SERVICE BRAND AFFINITY

ACCESS

PRODUCT

PRICE

SERVICE

BRAND AFFINITY

DOMINATE

DIF

FE

RE

NT

IAT

E

Translating the Vision to the Journey

Aware Interest Decide Install Start Pay Use Info HelpCom-plain

Opti-mize

Re-commit

Leave

-12,5%

-10,0%

-7,5%

-5,0%

-2,5%

0,0%

2,5%

5,0%

7,5%

10,0%

12,5%

GAP Analysis

-12,5%

-10,0%

-7,5%

-5,0%

-2,5%

0,0%

2,5%

5,0%

7,5%

10,0%

12,5%

Actual Gap

LT GapELT

Product XP

Support

Loyalty Leave

Create the CX Roadmap and governance

ELT Product XP Support Reward/recommit

Leave

Diagnose through root cause analysis

Determine what needs to improve: tactics

Group into projects and prioritise

Build CX Roadmap

Governance: Track LEAD and workstream leads

CX

Steerco

Part 2: Customer Experience Toolkit

CX toolkit: VOC Model

rNPS

pNPS sNPS

Product satisfaction

drivers

Process satisfaction

drivers

tNPS

Process satisfaction

drivers

Correlations allow for

-> driver analysis

REPUTATION

DRIVERS

BRAND

PERCEPTION

Relational tracker

Transactional tracker

STRATEGYPRODUCT IMPROVEMENT

CONTINUOUS IMPROVEMENT

CX Toolkit: Value Model

Example: Turning a VERY HIGH VALUE Extreme Detractor intoa Promotor yields a 10 + 5 euros ARPU increase 1 year later

Step 1Divide base into value tiers…

… and determine average value evolution after 12 mnths

Step 2Divide base into NPS tiers

Step 3Value delta per cell in churn,

sales and usage

Phases, steps, touchpoints

Emotions/thoughts

Needs / MOTs

TO BE XP

Channel mix

Front & Backend change requirements

CX Toolkit: Journey Mapping Methodology

Part 3: Customer Experience

a driver for change

HR

MARKETINGOPERATIONS

ITENGINEERING

LEGAL

FINANCE

PROJECT GOVERNANCE

CORPORATE STRATEGY

CONTINUOUS IMPROVEMENT

OMNICHANNELSTRATEGY

TAC

TIC

AL

FUN

CTI

ON

AL

CU

LTU

RE

ENG

AG

EMEN

T

CX ECO-System

STRA

TEGIC

INTEGRATES

CX Maturity Stages

Ded

ica

ted

toC

ust

om

er

Integrated in organization

STRUGGLES CONVINCES CHALLENGES SUPPORTS

IGNORED HEARD UNDERSTOOD ENGAGED APPRECIATED

EMBARK

ENGAGE

COMMIT

EXCEL

EMBED

CX team …

Customer feels…

5

4

3

2

1

Customer Experience puts the heart

into everything you do

Thank you