QuestionPro - Introduction to Customer Experience Part 2: Customer Journey Mapping

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  • TribeCX Ltd 2017

    Introduction to Customer Experience:

    Customer Journey Mapping and Best Practices

    QuestionPro, TribeCX LtdAugust 2017

  • Vivek Bhaskaran, CEO David Hicks, CEO

    Speakers

  • QuestionPro Customer Experience intelligence software to build better customer relationships with people who are your customers to grow customer lifetime value

  • TribeCX Founders: Globally recognized leading CX Practitioners

    Best practice CX calibration & capability development

    CX toolkit & remote support

    Practitioner led: outcome focused

    Calibrate your CX @ www.TribeCX.com

    TribeCX: Brief Intro

    http://www.tribecx.com/

  • Agenda: Practical advice to get into action

    Definition of Customer Experience

    Customer Mapping

    Customer Metrics

    Benchmarking

    Next Steps

  • Customer experience is a blend of a companys rational performance and the emotions

    evoked in all the interactions with the customer, across all touch points

    Overview: Customer Experience - Definition

  • Consistently great experiences dont happen by chance.

    They are the outcome of deliberately designed customer journeys.

    The challenge is to get the entire business aligned behind a purposely designed experience that is persistently and consistently delivered

    Customer Experience - Definition

  • People will forget what you said, people will forget what you did, but people will never forget how you made them feel.

    - Maya Angelou

    Design for emotions

    TribeCX Ltd 2017

  • Purposefully designed end-to-end CX drives improvements in:

    Business Efficiency Customer Effectiveness

    Customer Experience Leaders Outperform

    TribeCX Ltd 2017

    Customer ExperienceLaggards -38.7%

    S&P 500 Index 16.2%

    Customer Experience Leaders 45.1%

    Customer Experience Laggards-38.7%

    Watermark defines Customer Experience Leaders and Laggards as the top ten and bottom ten rated public companies in Forrester Research 2007 2016 Customer Experience Index studies. Comparison is based on performance of equally weighted, annually adjusted stock portfolios of Customer Experience Leaders and Laggards relative to the S&P 500 index.

  • Fix

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    tyTactical actions are not enough: It ALL needs to work

    Functionally driven tactical

    Experience improvements

    will only get you a limited way

    Concerted cross business effort to

    purposefully design Experience and

    align the organization to deliver it

    Optimise

    Develop core CX capabilities

    Source: Bain & Forrester 2016

    TribeCX Ltd 2017

  • Most organizations have a long way to go

    TribeCX Ltd 2017

  • 12

    Just startits a journey!

    Strategy/Vision

    Tactics/Design

    Ethos/Culture

    Learning/Feedback

    TribeCX Ltd 2017

  • The CX approaches used by successful companies:

    Metrics

    Mapping

    Benchmarking

    TribeCX Ltd 2017

  • The Emirates Journey

    Just startits a journey!

    TribeCX Ltd 2017

  • TribeCX Ltd 2017

    Customer Experience is now a Competence -not a Function

  • Customer Experience is now in our DNA

    A Perfect Product

    Delivered by Caring People

    In a Timely Fashion

    Supported by Effective Problem Resolution Processes

    TribeCX Ltd 2017

  • TribeCX Ltd 2017

  • 18 TribeCX Ltd 2017

  • 19 TribeCX Ltd 2017

  • TribeCX Ltd 2017

    Staying in front:

    Co-creation Differentiation Premium Pricing

  • 21 TribeCX Ltd 2017

  • Like to read more ?

    REPRINTH03D2OPUBLISHED ON HBR.ORG DECEMBER 28, 2016

    ARTICLECUSTOMERS

    The Most Common Reasons Customer Experience Programs Fail byRyanSmithandLukeWilliams

    Join TribeCX Linked in group

    TribeCX Ltd 2017

  • The CX approaches used by successful companies:

    Metrics

    Mapping

    Benchmarking

    TribeCX Ltd 2016 TribeCX Ltd 2017

  • TribeCX Ltd 2017

    Use Mapping to Diagnose E2E Journey

  • Customer Journey Mapping: How to do it?

    TribeCX Ltd 2017

  • Client Services

    MOT

    Pain Point

    Both

    Review all current Customer Metrics to ensure they alignwith key areas for customers

    Customer Journey Mapping: Best Practices

    Source: Mulberry Consulting 2014

    TribeCX Ltd 2017

  • Customer Journey

    Time Values

    RecognitionValues

    ComfortValues

    Confidence Values

    Safety Values

    Freedom/ ControlValues

    Tension

    Frustration

    Makers

    Breakers

    Post Flight

    The Customer

    Experience

    Travel toDestination

    Disembark

    Pass throughSecurity

    Pass throughSecurity

    TribeCX Ltd 2017

  • TribeCX Ltd 2017

    Customer Journey Mapping: Best Practice

  • TribeCX Ltd 2017

    Customer Journey Mapping: Best Practice

  • Want to learn more?

    Just starting, already underway, or expert?

    Join our global vibrant community on LinkedIn to learn more

    TribeCX Ltd 2017

    Check out www.TribeCX.com

  • We can help:

    Best practice CX calibration & capability development

    CX toolkit & remote support

    Practitioner led : outcome focused

    Calibrate your CX @ www.TribeCX.com

    http://www.tribecx.com/

  • Questions?

    David Hicks

    Tel: +1 347 227 5182

    David.Hicks@tribecx.com

    www.tribecx.com@TribeCX

    London Office HQSuite 1307, 601 International House,

    223 Regent Street, London, W1B 2QD, EnglandT: +44 7940 344924

    Dubai OfficeSuite 313, Building 10, Dubai

    Media City, Dubai, UAET: +971 4 390 1997

    New York OfficeSuite 14D, 171 East 84th StNew York, NY 10028 USA

    T: +1 347 227 5182

    Vivek Bhaskaran

    Vivek.bhaskaran@questionpro.com

    www.questionpro.com@QuestionPro

    mailto:David.Hicks@tribecx.comhttp://www.tribecx.com/mailto:Vivek.bhaskaran@questionpro.comhttp://www.questionpro.com

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