delivering the ideal customer experience
TRANSCRIPT
Delivering the IdealCustomer Experience
@DaveLewan
Source: Gartner
89%
of Marketers say CX is their
#1 competitive weapon
71%
CX professionals say their programs are
failing to improve customer experienceSource: Gartner
OMNICHANNEL
OMNICHANNEL defined:Customers and potential customers
interacting with your organization anytime,
the way THEY want to… seamlessly
Steps towards
OMNICHANNEL
SUCCESS
IDENTIFY whoyour
CUSTOMERSare
Understand your customer DEMOGRAPHICS
Diagnose Strengths, Weaknesses and
Opportunities by AUDIENCE SEGMENT
How FREQUENTLYare they interacting with your organization?
Understand the
customer’s
INTENTION!
BUILDING PERSONAS
Persona Building
ACTIVELY
LISTEN to Your Customers
Find out WHAT your customers want and HOW they want it
LISTEN to Customers in
EVERY CHANNEL
FOLLOW UP on complaints and requests
Provide EXPANDED DIALOGUEopportunities for your customers
Train agents on
ACTIVELISTENING
skills
Measure3
You can’t MANAGE what you don’t MEASURE
INTEGRATEquantitative
and qualitativeanalytics
Measure PERFORMANCEagainst GOALSand OBJECTIVES
Measure IN-CHANNEL
the CUSTOMER
JOURNEY and the
OVERALL PERCEPTION of
your organization
Standardize your
CX Metrics
Measure
SATISFACTION
and the
DRIVERS of
satisfaction
Establish
BASELINES and
BENCHMARK
Analyze
Employee Engagement
Employee Engagement defined:The EMOTIONAL COMMITMENT
one has to their organization and its goals.
Customers will never love the company until the employeeslove it first
-Simon Sinek
Get input from
CSRs and
FRONTLINEMANAGERS
Increased
EMPLOYEE
ENGAGEMENT
drives CX, which
impacts DESIRED
OUTCOMES
5 Establish/Update CustomerService Standards
Clearly DEFINE service standards
Success REQUIRES DEFINITION
Set performancestandards by
customer TOUCH
POINT
PUBLISH STANDARDS to
staff, partners and
customers
Successfully MANAGE EXPECTATIONS
Gain INTERNAL
ADOPTION6
Identify the primary CX CHAMPION
Formally EDUCATELeadership
Host EDUCATION SESSIONS for working teams and stakeholders…be inclusive
Document, Document, Document
Assemble your TEAM and Establish CONTINUOUS COLLABORATION
Champion CUSTOMER
INSIGHTS to Action
Identify and PRIORITIZE key segments and
opportunities
COMMUNICATE and co-createproposed strategy
Create a ‘TASK FORCE’
Develop a ‘Shared Vision’ of success
Communicate
RESULTS
Use the right
PRESENTATION
TOOLS
Help Your Data STAND OUT
Source: LeaPica.com
…and Prevent THISfrom Happening:
Source: LeaPica.com
• 60% of mobile visitors didn’t find what they were looking for.
• “I find searching your site really frustrating. All I wanted to do was download a form and I couldn’t. Please make the site better for customers!” (Score = 32)
Survey Feedback
Note: Not Actual Data Source: LeaPica.com
Note: Not Actual Data
Source: LeaPica.com
60% of Mobile Visitors didn’t find what they needed !
“I find searching your
site really frustrating. All
I wanted to do was
download a form and I
couldn’t. Please make the
site better for
customers!” (Score = 32)Source: LeaPica.com
Final Thought…
YOUR BUT is
TOO BIG
1. Identify who your customers are
2. Actively Listen to your customers
3. Measure
4. Analyze Employee Engagement
5. Establish customer service standards
6. Gain internal adoption
7. Champion customer insights to action
Steps towards
OMNICHANNEL
SUCCESS
Thank you!Go ahead and share. A
great customer experience
should not be a secret. But
remember…Do it Right!
@DaveLewan
www.ForeSee.com