How to…

Create aCustomer Experience

Vicki O’Neill

The customer experience is the next competitive battleground. ~Jerry Gregoire, CIO Dell Computers

What is “Customer Experience”?• The interaction between a customer and an

organization throughout the business relationship• The experience that occurs at various intervals

from brand awareness through customer service• The better the experience, the higher the loyalty• With better experience come higher revenue, less

churn and more positive chatter

A few important figures• According to Harvard Business Review, companies that

successfully implement a customer experience strategy achieve higher customer satisfaction rates, reduced customer churn and increased revenues.• In addition, 60% of customers are willing to pay more

for a better experience according to research conducted by American Express. • And, the probability of selling to an existing customer is

60-70% compared to the probably of selling to a new customer which is 5-20%, according to Marketing Metrics.

Keep the experience short & simple

Customer expectations are at their highest!

How to create the experience in 5 Steps

1. Create a clear customer-centric vision

2. Know who your ideal customers are

3. Identify how you will create an emotional connection with them

4. Drive key behaviors through the process

5. Measure and monitor results

How to create the experience1. Create a clear customer-centric vision

• Communicate details and goals to the team• Confirm understanding, provide training

2. Know who your ideal customers are• Create personas• Deliver relevant messages on relevant platforms

3. Identify how you will create an emotional connection with them

• Emotional connection drives customer satisfaction• Create a flowchart to demonstrate touchpoints

4. Drive key behaviors through the process• What do you want them to do?• And then what? Identify drop-offs or non-responses to evaluate

5. Measure and monitor results• How do their behaviors reflect the expected results?• What training needs to occur to increase that #?

An Example

Thank you!