the journey to exceptional customer experience

The Journey to

Exceptional Customer

Experience

Loras College Business Analytics Symposium

Vizability LLC

March 25, 2015

Agenda

• Background

• What is Customer

Experience (CX)?

• Why Analytics?

• Why CX?

• The Journey to CX

• Steps

• Tools

• CX Ecosystem

• Acceleration

• Culture

• Take Aways

© 2015 Vizability LLC. All rights reserved. Do not replicate, copy or distribute.

What is CX?


Whatever

your

customer

thinks

it is!


• “The sum of all experiences at various touch-points a customer has with a supplier of goods and/or services, over the duration of their relationship with that supplier.”

• An outside looking in approach your business

• Essential in creating any transformation

• Uncovering what delights the customer—or not

• Enabling the appropriate people, process, and technology

CX is:

Source: Wikipedia© 2015 Vizability LLC. All rights reserved. Do not replicate, copy or distribute.

Why Analytics?


WHAT ISN’T

MEASURED

ISN’T

IMPROVED


Why Analytics?

43% of marketers report

they can’t get the information they

need

86% report that the information

they DO get doesn’t answer their

questions

Source: Domo, “The BI(G) Disappointment”© 2015 Vizability LLC. All rights reserved. Do not replicate, copy or distribute.

Why Else?

Businesses need to define success in measurable terms

• Key Business Objectives (KBO)

• Key Performance Indicators (KPI)

Businesses need multiple measures

• Businesses usually have financial measures

• Businesses often have operational measures

• Businesses rarely have CX measures

Businesses fly blind without analytics

• No idea where the biggest opportunities are

• No idea how to prioritize


Still Not Convinced?

Companies that extensively use customer

analytics are more likely to outperform the market

• 9x more likely to enjoy superior

customer loyalty

• 19x more likely to achieve

above-average profits

• 23x more likely to acquire

new customers

Source: McKinsey’s DataMatics 2013 Survey© 2015 Vizability LLC. All rights reserved. Do not replicate, copy or distribute.

Why CX?


THE

CUSTOMER

IS KINGAnd more powerful than ever


Case Study 1

Situation:

• Lied about timeline

• Wrong cabinets (2x)

• Poor workmanship

• Lied about deliveries

• Stopped answering the phone

Result:

• Took my frustration to social media

• Within minutes I literally warned thousands of people about this company

Bathroom Remodel Company


The Numbers

“89% of consumers

began doing business

with/purchasing from a

competitor following a poor

customer experience.”


EVERY

TOUCHPOINT

IS A WIN

OR LOSS


Case Study 2

Result: • Good

• Humorous pre-flight videos

• Luggage handling

• Held flights for us

• In-flight power

• In-flight Wi-Fi

• Ability to pay for duration of flight

Situation:

• Bad

• Kiosk inconsistencies

• Confusing process

• Bad Agent

• Multiple lines

• TSA (partner?)

• Double booked seat

Delta Airlines


The Numbers

“Only 1% of

consumers feel their

expectations for a good

CX are always met.”

Source: 2011 Customer Experience Impact Report© 2015 Vizability LLC. All rights reserved. Do not replicate, copy or distribute.

DO YOU

THINK? OR

DO YOU

KNOW?


Case Study 3

Result:

• Sliced and diced data trying to find the “WHY”

• Discovered call center reps were using the site to get pricing

• Separated internal and external traffic

Situation:

• High abandons in shopping cart

• Nothing had changed on the site

• All other data was trending as expected

Telco


The Numbers

80% of executives

think they deliver

“excellent” customer

experience.

Source: Bain & Company Report: “Closing The Delivery Gap”© 2015 Vizability LLC. All rights reserved. Do not replicate, copy or distribute.

The Numbers

Only 8% of customers

think they deliver

“excellent” customer

experience.

Source: Bain & Company Report: “Closing The Delivery Gap”© 2015 Vizability LLC. All rights reserved. Do not replicate, copy or distribute.

NUMBERS

LIE

Sir Charles


https://www.youtube.com/watch?v=NZf9NFaCQHQ

Case Study 4

Result:• Had to explain WHY

page views went down

• Reduced the steps in the checkout!

• Increased customer satisfaction

• The important metric was conversions increased by 8%!

• Who’s getting a raise?

Situation: • Web site redesign

• Page views was ONE metric on the CMO dashboard

• After launch page views went down 60%

• CMO started yelling

• Who’s getting fired?

Telco


The Numbers

88% of companies surveyed

said inaccurate data has a direct

impact on the bottom line.

12% say they lost revenue due

to bad data.

Source: Experian Data Quality - The Data Quality Benchmark Report 2015© 2015 Vizability LLC. All rights reserved. Do not replicate, copy or distribute.

ANALYTICS

SETTLE

ARGUMENTS


Case Study 5

Result:

• ACTUAL email numbers were analyzed

• There were only five email responses

• All five were from one customer

• We threw a party!

Situation:

• Email campaign was sent out to 300K customers

• Help Desk reports “all these emails”

• VPs start yelling

• “What are we going to do???”

Internet Service Provider


The Numbers

© 2015 Vizability LLC. All rights reserved. Do not replicate, copy or distribute. Source: McKinsey, Datamatics 2013

The Journey

It’s going to be an adventure!


Steps

1. Explore

where is the business now (and what the business is)

2. Envision

where the business needs to be

3. Complete

a gap analysis

4. Complete

an impact analysis and prioritize projects

5. Get to work!


Tools

• There isn’t one silver

bullet

• Each tool provides a

perspective like a

kaleidoscope

• Think like a physician

What hurts the most?

• Take an minimum viable

product (MVP) approach

• Take action and measure

the results


Tool 1: Business Canvas

Source: Business Model Generation© 2015 Vizability LLC. All rights reserved. Do not replicate, copy or distribute.

DON’T

• GO CRAZY!

• HAVE ANALYSIS

PARALYSIS!

• HAVE A LIZARD

BRAIN! (Seth Godin)


CX Ecosystem


Alignment

• Trace goals on an

end-to-end basis

• Goals can’t conflict

• Goals need synergy

• Everyone has skin in

the game

• No victims

• No witnesses


Tool 3:

Personas

• Picture

• Demographics(sex, age, income, marital status…)

• Technographics (preferences/devices, habits…)

• Psychographics (motivators, inhibitors…)

• Persuasive strategies (appeal to, focus on…)


Tool 4:

What is a Customer Journey Map?

• Customer journey maps allow you to walk in your

customers’ shoes by traveling with them as they interact with your company.

• When based on sound research, they provide an accurate outside-in view, focusing on desired outcomes from the customer’s perspective.

• You’ll see what customer needs are at each interaction, how well you meet them, and where opportunities for improvement lay.

Source: Michael Hinshaw, Mcorp Consulting

Customer

Journey Map


e3

Acceleration

explore

envisio

n

execute

Business

Model[KBOs | KPIs]

Go To

Market

Model[Customer]

Operating

Model[Financial]

[Operating]

Product

Lifecycle

Model[Renewal]

ANALYTICS


Culture

• Everyone must believe it’s their job

• ‘Yes and’ thinking (corporate & CX goals)

• No excuses(What can be done vs. what can’t)

• Time

• Money

• Resources / Skills

• Data

• Detractors are cancer and kill CX


MAKE SURE

EVERYONE IN

YOUR “BOAT”

IS ROWING AND

NOT DRILLING

HOLES WHEN

YOU’RE NOT

LOOKING.

KNOW YOUR

CIRCLES


Companies Don’t

Care About You

“Brands don’t care about you…

Institutions don’t care about you either.

The only people who are able to care about you are people.

The question, then, is this institution owned and organized and run by people who will allow the people who work there to care?

Generally, the answer is ‘no’, because caring is unpredictable, hard to command and regulate and sometimes expensive in the short run.

What a shame.”

Source: Seth Godin’s Blog, March 21, 2015© 2015 Vizability LLC. All rights reserved. Do not replicate, copy or distribute.

KEEP

IN

MIND

• CX is not a project, it’s

a lifelong endeavor

• Silos / politics kill CX

• Detractors are cancer

• Trust = Speed(Stephen Covey, The Speed of Trust)


BUSINESSES

WITHOUT A

CX-CENTRIC

APPROACH

WILL DIE


Whew!


Take Aways

The hope of gain.

The payback.


Increased Revenue

“86%of consumers

will pay up to 25% more

for a better customer

experience.”

Source: Right Now & Harris Interactive, 2011 Customer Experience Impact Report© 2015 Vizability LLC. All rights reserved. Do not replicate, copy or distribute.

Increased Brand Loyalty

A study by Forrester shows a strong correlation between

customer experience scores and loyalty.


Reduced Costs

Sprint reported a

33% reduction in

customer care coststhrough their customer experience initiatives.’

Source: Harvard Business Review, “The Value of Customer Experience, Quantified”, August 1, 2014 © 2015 Vizability LLC. All rights reserved. Do not replicate, copy or distribute.

Happy

Employees

‘Customer-centric companies

provide more meaningful

interaction with customers...

this leads to more satisfying

work which leads to agents

staying in their jobs longer’

© 2015 Vizability LLC. All rights reserved. Do not replicate, copy or distribute.Source: Aspect, “Four Reasons Why Proactive Customer Care Means Customer Loyalty”, 2014

Questions?


Cathy Carlson

• [email protected]

• LinkedIn –www.linkedin.com/in/cathycarlson1

• Twitter - @cathycarlson

Bruce Barchus

• [email protected]

• LinkedIn -www.linkedin.com/in/brucebarchus

• Twitter - @bbarchus

mailto:[email protected]

http://www.linkedin.com/in/cathycarlson1

mailto:[email protected]

http://www.linkedin.com/in/brucebarchus

the journey to exceptional customer experience

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