sidewalk event - why cx matters by mikael vandeskelde

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WHY CUSTOMER EXPERIENCE MANAGEMENT MATTERS

Importance CXMCX pyramidCX frameworkMeasure CXChallenges for marketersCase

GOOD EXPERIENCE?

PAY EXTRA?

BAD EXPERIENCE?

COMPLAIN?

IMPORTANCE PRICE?

IMPORTANCE CXHistory

1900 – 1960 PRODUCTION

1960 – 1990 DISTRIBUTION

1990 – 2010 INFORMATION AGE

2010 - ... THE AGE OF THE CUSTOMER

“I TRAIN FAT RICH GUYS AND THEN GET THEM LAID”

IMPORTANCE CXStats

WHY CX MATTERS -COSTS

It costs 6-7 times more to acquire a new customer than retain an existing one.

Bain & Company

A 2% increase in customer retention has the same effect as decreasing costs by 10%.

Leading on the Edge of Choas, Emmet Murphy & Mark Murphy

WHY CX MATTERS -LOYALTY

Price is not the main reason for customer churn, it is due to the overall poor quality of customer service.

Accenture global customer satisfaction report 2008

WHY CX MATTERS -SATISFACTION

A dissatisfied customer will tell between 9-15 people about their experience. Around 13% of dissatisfied customer tell more than 20 people.

White House Office of Consumer Affairs

Happy customers who get their issue resolved tell about 4-6 people about their experience.

White House Office of Consumer Affairs

WHY CX MATTERS -SATISFACTION

96% of unhappy customer don’t complain, however 91% of those will simple leave and never come back.

1 Financial Training Services

It takes up to 12 positive experiences to make up for one unresolved negative experience.

“Understanding Customers” by Ruby Newell-Legner

WHY CX MATTERS -REVENUE

55% of customer would pay extra to guarantee a better service.

Defaqto Research

Commerce spending for new customer is on average $24.50, compared to $52.50 for repeat customers.

McKinsey

WHY CX MATTERS -REVENUE

The probability of selling to an exisiting customer is 60 – 70%. The probability of selling to a new prospect is 5 – 20%.

Marketing Metrics

Customers who rate you 5 on a scale from 1 to 5 are six times more likely to buy from you again, compared to ‘only’ giving you a score of 4.8.

TeleFaction data research

CX PYRAMID

GOOD EXPERIENCE

MEET NEEDS

GOOD EXPERIENCE

MEET NEEDS

EASY

GOOD EXPERIENCE

MEET NEEDS

EASY

ENJOYABLE

CX FRAMEWORK

CUSTOMER EXPERIENCE FRAMEWORK

5. BEHAVIOUR CHANGE4. ACCUMULATED CX3. CX STAGE2. MARKETING STRATEGY1. CUSTOMER

CUSTOMER EXPERIENCE FRAMEWORK

5. BEHAVIOUR CHANGE4. ACCUMULATED CX3. CX STAGE2. MARKETING STRATEGY1. CUSTOMER

CUSTOMER EXPERIENCE FRAMEWORK

5. BEHAVIOUR CHANGE4. ACCUMULATED CX3. CX STAGE2. MARKETING STRATEGY1. CUSTOMER

CUSTOMER EXPERIENCE FRAMEWORK

5. BEHAVIOUR CHANGE4. ACCUMULATED CX3. CX STAGE2. MARKETING STRATEGY1. CUSTOMER

CUSTOMER EXPERIENCE FRAMEWORK

5. BEHAVIOUR CHANGE4. ACCUMULATED CX3. CX STAGE2. MARKETING STRATEGY1. CUSTOMER

CUSTOMER EXPERIENCE FRAMEWORK

5. BEHAVIOUR CHANGE4. ACCUMULATED CX3. CX STAGE2. MARKETING STRATEGY1. CUSTOMER

MODERATING VARIABLE:- SITUATION: Location / Macro-economicsCulture / Season

- CONSUMER:Socio-demographics

- SOCIAL ENVIRONMENT

CX = COMPLEX & CHALLENGING TO CONTROL

MEASURE CX

CX MEASUREMENT PROGRAM

1. Choose customer segments

7. Insights6. Identify CX issues5. Targets4. Data collection3. CX metrics2. Which experience1. Segments

CX MEASUREMENT PROGRAM

2. Select which experiencesyou want to measure7. Insights6. Identify CX issues5. Targets4. Data collection3. CX metrics2. Which experience1. Segments

CX MEASUREMENT PROGRAM

3. Pick CX metrics for each experience7. Insights6. Identify CX issues5. Targets4. Data collection3. CX metrics2. Which experience1. Segments

CX MEASUREMENT PROGRAM

4. Design a data collection strategy

7. Insights6. Identify CX issues5. Targets4. Data collection3. CX metrics2. Which experience1. Segments

CX MEASUREMENT PROGRAM

5. Set targets for each CX metric

7. Insights6. Identify CX issues5. Targets4. Data collection3. CX metrics2. Which experience1. Segments

CX MEASUREMENT PROGRAM

6. Identify and act on CX issues

7. Insights6. Identify CX issues5. Targets4. Data collection3. CX metrics2. Which experience1. Segments

CX MEASUREMENT PROGRAM

7. Share insights gained from CX measurement7. Insights6. Identify CX issues5. Targets4. Data collection3. CX metrics2. Which experience1. Segments

LISTEN TO YOUR CUSTOMERS

CHALLENGES FOR MARKETERS

BUSINESS –SCATTERED DATA

PROFILE CUSTOMER

PROFILE CUSTOMER –INFORMATION OVERLOAD

PROFILE CUSTOMER –ALWAYS CONNECTED

PROFILE CUSTOMER –EMPOWERED

PROFILE CUSTOMER –RUTHLESS

EXPECATIONS CUSTOMER –PERSONALIZED EXPERIENCE

EXPECATIONS CUSTOMER -RELEVANT OFFERS

EXPECTATIONS CUSTOMER –OMNI-CHANNEL EXPERIENCES

THE ONE GIFT ALL TECHNOLOGY GIVES YOU IS THE ABILITY TO BE MORE HUMAN.

Brian Solis

CASE

CHALLENGE – LEGAL

CHALLENGE – SECURITY

CHALLENGE –SCATTERED DATA

CHALLENGE –PROFILE CUSTOMER

PROFILE CUSTOMER –INFORMATION OVERLOAD

INTEGRATED OMNI-CHANNEL EXPERIENCE

CUSTOMIZED -PERSONALIZED EXPERIENCE

PERSONAL RELATIONSHIP

MEASURE CX –CLIENT SATISFACTION SURVEY

KEY TAKE-AWAYS

CX MATTERS

VALUE – EASY - ENJOYABLE

COSTS – LOYALTY – SATISFACTION - REVENUE

IMPACT ENTIRE ORGANIZATION

ONE MORE THING

MASTERCLASS CUSTOMER JOURNEY MAPPING

MASTERCLASS

THEORY – PRACTICE – HANDS-ON

1 DAY – 475 € - DATE: MAY 10

PERSONAS - MAPPING – CLC - OMNI-CHANNEL

THANK YOU