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Defining customer experience
Tim Wade
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75% of customer experience leaders say their firm’s goal is to differentiate on the basis of customer experience, yet only 3% of companies succeed in delivering an excellent experience
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Functional
Valuable
How the market is changing...
Experiences
Services
Products
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Customers are connected
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“Customer experience is bigger than customer service in that it is the full, end-to-end experience. It starts when you first hear about Amazon from a friend, and ends when you get the package in the mail and open it.”
– Jeff Bezos
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Customer insight
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Focus on those that love you
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GainKnowledge
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Brand
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Start with a purpose
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Brands that are meaningful outperform the stock market by 120%
2013 Meaningful Brands® research
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Create the brand promise
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Develop thebrand story
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What does your brand stand for?
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Experience Design
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THE CUSTOMER JOURNEY
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VALUES: Fun, entertainment, irreverence, innovation
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THE VIRGIN CUSTOMER JOURNEY
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Create the hallmarks
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Stage 1 Stage 2 Stage 3 Stage 4 Stage 5 Stage 6 Stage 7 Stage 8 Stage 9 Stage 10 Stage 11 Stage 12
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
5
Current
Desired
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Align
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A ttend to every detailM ake every wrong rightA sk if you’re not sureZ estE xceed expectations
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Communicate
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Human to human moments are what we crave and remember
Michael Henderson
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Stick to your purpose
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Measure
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Measuring success
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PEOPLEPEOPLE
PROCESSPROCESS
STRATEGIC & FINANCIAL
GOALS
STRATEGIC & FINANCIAL
GOALS PRODUCTPRODUCT
Managing the Customer Experience: Shaun Smith & Joe Wheeler
CUSTOMER EXPERIENCE
CUSTOMER EXPERIENCE BEHAVIOURBEHAVIOUR
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• Employee engagement up by 346%• NPS improved by 7.4%• Tripadvisor comments improved • 6% increase in RevPar
And it works
The staff were polite, friendly and very
courteous especially Mike the bar and
restaurant waiter who provided service with
a smile.
“A nice friendly hotel”
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CONNECTING PEOPLETO KNOWLEDGE
The foundation to deliveringgreat customer service
www.transversal.com
@TransversalTalk #askTVL