questionpro - introduction to customer experience part 2: customer journey mapping

© TribeCX Ltd 2017

Introduction to Customer Experience:

Customer Journey Mapping and Best Practices

QuestionPro, TribeCX LtdAugust 2017

Vivek Bhaskaran, CEO David Hicks, CEO

Speakers

QuestionPro Customer Experience intelligence software to build better customer relationships with people who are your customers to grow customer lifetime value

TribeCX Founders: Globally recognized leading CX Practitioners

Best practice CX calibration & capability development

CX toolkit & remote support

Practitioner led: outcome focused

Calibrate your CX @ www.TribeCX.com

TribeCX: Brief Intro

Agenda: Practical advice to get into action

• Definition of Customer Experience

• Customer Mapping

• Customer Metrics

• Benchmarking

• Next Steps

Customer experience is “a blend of a company’s rational performance and the emotions

evoked in all the interactions with the customer, across all touch points”

Overview: Customer Experience - Definition

Consistently great experiences don’t happen by chance.

They are the outcome of deliberately designed customer journeys.

The challenge is to get the entire business aligned behind a purposely designed experience that is persistently and consistently delivered

Customer Experience - Definition

“People will forget what you said, people will forget what you did, but people will never forget how you made them feel”.

- Maya Angelou

Design for emotions

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Purposefully designed end-to-end CX drives improvements in:

• Business Efficiency• Customer Effectiveness

Customer Experience Leaders Outperform

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Customer ExperienceLaggards -38.7%

S&P 500 Index 16.2%

Customer Experience Leaders 45.1%

Customer Experience Laggards-38.7%

Watermark defines Customer Experience Leaders and Laggards as the top ten and bottom ten rated public companies in Forrester Research 2007 – 2016 Customer Experience Index studies. Comparison is based on performance of equally – weighted, annually adjusted stock portfolios of Customer Experience Leaders and Laggards relative to the S&P 500 index.

Fix

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Embed

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me

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xp

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tyTactical actions are not enough: It ALL needs to work

Functionally driven tactical

Experience improvements

will only get you a limited way

Concerted cross business effort to

purposefully design Experience and

align the organization to deliver it

Optimise

Develop core CX capabilities

Source: Bain & Forrester 2016

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Most organizations have a long way to go

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12

Just start…it’s a journey!

Strategy/Vision

Tactics/Design

Ethos/Culture

Learning/Feedback

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The CX approaches used by successful companies:

Metrics

Mapping

Benchmarking

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The Emirates Journey

Just start…it’s a journey!

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© TribeCX Ltd 2017

Customer Experience is now a Competence -not a Function

Customer Experience is now in our DNA

A Perfect Product

Delivered by Caring People

In a Timely Fashion

Supported by Effective Problem Resolution Processes

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© TribeCX Ltd 2017

18© TribeCX Ltd 2017

19© TribeCX Ltd 2017

© TribeCX Ltd 2017

Staying in front:

Co-creation Differentiation Premium Pricing

21© TribeCX Ltd 2017

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REPRINTH03D2OPUBLISHED ON HBR.ORG DECEMBER 28, 2016

ARTICLECUSTOMERS

The Most Common Reasons Customer Experience Programs Fail byRyanSmithandLukeWilliams

Join TribeCX Linked in group

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The CX approaches used by successful companies:

Metrics

Mapping

Benchmarking

© TribeCX Ltd 2016© TribeCX Ltd 2017

© TribeCX Ltd 2017

Use Mapping to Diagnose E2E Journey

Customer Journey Mapping: How to do it?

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Client Services

MOT

Pain Point

Both

Review all current Customer Metrics to ensure they alignwith key areas for customers

Customer Journey Mapping: Best Practices

Source: Mulberry Consulting 2014

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Customer Journey

Time Values

RecognitionValues

ComfortValues

Confidence Values

Safety Values

Freedom/ ControlValues

Tension

Frustration

Makers

Breakers

Post Flight

The Customer

Experience

Travel toDestination

Disembark

Pass throughSecurity

Pass throughSecurity

© TribeCX Ltd 2017

© TribeCX Ltd 2017

Customer Journey Mapping: Best Practice

© TribeCX Ltd 2017

Customer Journey Mapping: Best Practice

Want to learn more?

Just starting, already underway, or expert?

Join our global vibrant community on LinkedIn to learn more

© TribeCX Ltd 2017

Check out www.TribeCX.com

We can help:

Best practice CX calibration & capability development

CX toolkit & remote support

Practitioner led : outcome focused

Calibrate your CX @ www.TribeCX.com

Questions?

David Hicks

Tel: +1 347 227 5182

David.Hicks@tribecx.com

www.tribecx.com@TribeCX

London Office HQSuite 1307, 601 International House,

223 Regent Street, London, W1B 2QD, EnglandT: +44 7940 344924

Dubai OfficeSuite 313, Building 10, Dubai

Media City, Dubai, UAET: +971 4 390 1997

New York OfficeSuite 14D, 171 East 84th StNew York, NY 10028 USA

T: +1 347 227 5182

Vivek Bhaskaran

Vivek.bhaskaran@questionpro.com

www.questionpro.com@QuestionPro