mastermind webinar customer experience in your business
TRANSCRIPT
We help small businesses succeed.
Mastermind WebinarCustomer Experience in your Business
We help small businesses succeed.
Justin MacDonaldManager of Customer ExperienceInfusionsoft
@jmacfusion #ISMMCX
We help small businesses succeed.
“Customer Experience leads to profits…if you treat it as a business discipline.”- Harley Manning
CX VP Forrester Research
We help small businesses succeed.
Why CX?
We help small businesses succeed.
Customer Experience Leaders vs. Laggards
Series1
-40%-30%-20%-10%
0%10%20%30%40%50%
Public Performance over last 7 years
CXI Leaders S&P 500 IndexCXI Laggards
CXI Lead-ers
43%
S&P 50014.5%
CXI Laggards-33.9%
76.9%CX Leaders outperform CX Laggards over last 7 years
We help small businesses succeed.
Customer Experience is happening whether you acknowledge it or not.
We help small businesses succeed.
How?
We help small businesses succeed.
What?
We help small businesses succeed.
What is CX?
We help small businesses succeed.
What CX is NOT
• It is not Customer Service• It is not Fulfillment• It is not your Product
We help small businesses succeed.
CX is how your customers perceive your company
We help small businesses succeed.
CX is how your customers perceive your companyCustomer experience is the aggregate sum of all experiences, both conscious and unconscious, that a person has with your company, brand, and reputation, and how the sum of those experiences makes them feel.
We help small businesses succeed.
Customer Experience
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We help small businesses succeed.
Customer Experience
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We help small businesses succeed.
Six Disciplines of Customer Experience
1. Strategy2. Understanding3. Design4. Measurement5. Governance6. Culture
We help small businesses succeed.
CX Discipline 1Strategy
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Discipline 1: Strategy (this is your Gameplan)
CX Strategy
We help small businesses succeed.
Without a CX Strategy
Herding Cats
We help small businesses succeed.
With a CX Strategy
We help small businesses succeed.
CX Strategy• Customers happily
trade the self-service, bulk, warehouse, industrial experience for great savings and high quantity.
• Costco’s CX Strategy is one of “Cost Leadership”
We help small businesses succeed.
CX Strategy• Customers happily pay
premium prices in exchange for an upscale shopping environment, premium, hard-to-find products, natural, organic, ethnic products, and local produce.
• Whole Foods CX Strategy is one of “Differentiation”
We help small businesses succeed.
CX Strategy• Customers happily pay
elite prices for concierge delivery, top of the line, hand-selected meats, chosen by shop owner Victor Puharich himself.
• Victor Churchill CX Strategy is one of “Tailored Intimacy”
• “The Bulgari of Buchery”
We help small businesses succeed.
CX Discipline 2Understanding
We help small businesses succeed.
Discipline 2: Understanding
A set of practices that creates a shared understanding of who customers are, what they want, and how they perceive the interactions they have with your company today.
We help small businesses succeed.
Tools for CX Understanding
• Define your Target Market• Create 3-4 Personas • Map the most common CX journeys
• web search, site navigation• contact request journey• sales journey• buying journey• fulfillment journeys
• Identify low moments• Identify Root Cause
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Journey Map
We help small businesses succeed.
We help small businesses succeed.
We help small businesses succeed.
We help small businesses succeed.
CX Discipline 3Design
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Discipline 3: Design
How you envision and implement the customer interactions you want them to experience
Design is the difference between a garage band and a symphony orchestra
“
”
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Focus on moments that actually matter
• Reverse engineer from the successful outcome you desire
• That experience should do the following:– Meet the customer’s needs– Be Easy– Be Enjoyable
Enjoyable
Easy
Meets Needs
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Critical moments to make easy
• Make it easy:– To find you– To contact you– To pay you– To get help
Enjoyable
Easy
Meets Needs
We help small businesses succeed.
CX Discipline 4Measurement
We help small businesses succeed.
Discipline 4: Measurement
• How you consistently quantify CX quality
• Channels:– Survey – what they say– Behavior – what they do– NPS or CXI– Engagement – support calls, content
consumption, usage of product
We help small businesses succeed.
Why you need to Measure
• It allows you to prioritize decisions, track trends, and customer response to changes
• Easily creates opportunities to get testimonials and identify raving fans
We help small businesses succeed.
How to Measure for small business
• Short, Simple, Consistent
• Automate transactional surveys • Automate relational surveys• Track vital behaviors (recurring rev, repeat sales,
lost opportunities)
We help small businesses succeed.
Surveying
• NPS (Net Promoter Score)
– One Question - scale of 0-10
1. “How likely are you to recommend us to a friend or family member?” 1-10
We help small businesses succeed.
Calculating NPS
– Score of 9 or 10 = “promoter”– Score of 7 or 8 = “neutral”– Score of 0 -6 = “detractor”
– % of promoters minus % of detractors = NPS score
– Ex. 82% promoters – 8% detractors = 74 NPS
We help small businesses succeed.
Surveying con’t
• CXI (Customer Experience Index)
– 3 questions, scale of 1-5
1. How well did this experience meet your needs?
2. How easy was this experience?3. How enjoyable was this experience?
We help small businesses succeed.
Calculating CXI
– Score 4 or 5 = positive– Score of 3 = neutral– Score of 1 or 2 = negative– % of positives minus % of negatives– Average of all 3 questions’ scores = CXI
– Ex. • Meets needs = 87• Easy = 65• Enjoyable = 89• 83 CXi
We help small businesses succeed.
CX Discipline 5Governance
We help small businesses succeed.
Discipline 5: Governance
This allows you to manage the customer experience, to hold your company accountable for actually delivering the designed experience every time.
We help small businesses succeed.
How to govern
• Clear expectations• Clear consequences• Set people up for success• EMPOWER them to choose• Review informally every week. • Review formally at least every quarter
We help small businesses succeed.
CX Discipline 6Culture
We help small businesses succeed.
Discipline 6: Culture
Your system of values and behaviors that focus employees on delivering exceptional CX
We help small businesses succeed.
How to create the needed culture
• Create trust – Hire for integrity– Design for autonomy
• Socialize CX in your company• Share and communicate the importance of CX
and customer wins• Rewards– Simply thank you– Public recognition – Formalized reward program
We help small businesses succeed.
Time to Commit
• Roll up your sleeves• Take a day to start thinking and planning about
how to implement these disciplines• This is what successful companies are doing• Whether they call it CX or not
• As a smaller business, the first 3 disciplines are more important– As a solopreneur, the last 3 disciplines are
controlled by you
We help small businesses succeed.
What does this look like in and out of Infusionsoft?
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Get Some…
1. Get found2. Get contacted3. Get customers4. Get paid5. Get them what they deserve
We help small businesses succeed.
Get found
We help small businesses succeed.
Get contacted
• 98% of all Infusionsoft customers have a website• Over 95% of all websites have a “contact us”
page• 98% of all “contact us” pages have a “contact us
FORM”• Less than 50% of businesses follow up with
‘contact us’ requests in 24 hours
We help small businesses succeed.
What’s your webform worth?
2% Visitor Conversion63% Sales Conversion$12K of first buy revenue$945 CLV$29295
We help small businesses succeed.
Easy sources
• Lead capture forms• Click to call for mobile site• Business Cards
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Get customers
• Sell to serve• Conversational selling• Hone your talk tracks
• Conversational Selling Webinar– http://goo.gl/zrnRU6
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Get paid
• Cardinal rule:– Make it easy for people to give you their
money
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Get them what they deserve
• Deliver your world class product or service• Follow up with personalized gratitude• Encourage to consume• Request for feedback
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CX success story
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Moments that matter
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Follow up
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Automated follow up
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Rising CX
We help small businesses succeed.
The final result:
• Weekly Skype coaching sessions– $1600 ($200 x 8 sessions)
• Purchased Vol. II – $297
• Purchased DRR Clinic– $147
The Swing: went from -$147 to +$2191
We help small businesses succeed.
Questions?