why customer satisfaction surveys aren't customer centric

www.ClearActionCX.com

Why Satisfaction Surveys

are Not Customer-Centric-- And What to Do About It

all other concerns

What is Customer-Centric?

“centric” having a specific thing as the focus of attention & efforts

“culture”

A group’s ways of thinking and doing

customer

© Copyright ClearAction. All rights reserved.

Are You Really Customer-Centric?

CMO Council: Customer Affinity Study


59%

75%

Our Service is

Above-Average

Your Service

Left Me

Somewhat

to Extremely

Dissatisfied

Accenture: Delivering the Promise StudyCMO Council: Customer Affinity Study


59%

75%

Our Service is

Above-Average

Your Service

Left Me

Somewhat

to Extremely

Dissatisfied

Accenture: Delivering the Promise StudyCMO Council: Customer Affinity Study

76%Want to Differentiate Customer Experience

24%Other Focus

52%Have a VoC Program

48%Not Actively Capturing VoC

Forrester Research: The State of Customer Experience, 2011

What’s the Customer’s Perspective?

Emotional

Functional

DesiredOutcome

What the Customer Buys

NeedAwareness

NeedExtinction

Circumstances

Customer’s World

• 95% unconscious thought,

emotion and learning

• 80% non-verbal

• 50-150 emotional and functional

automatic evaluations



Emotional

Functional

DesiredOutcome


NeedAwareness

NeedExtinction

Circumstances

Customer’s World



• 80% non-verbal



• CX duration defined by customer

• Desired outcome, duration, and

evaluations differ by circumstance

• Present & future ≥ the past



Emotional

Functional

DesiredOutcome


NeedAwareness

NeedExtinction

Circumstances

Customer’s World



• 80% non-verbal



• CX duration defined by customer

• Desired outcome, duration, and

evaluations differ by circumstance

• Present & future ≥ the past

• Other roles as buyer weigh-in

• “Competitors” are all available

alternatives


Notes on Making Surveys Customer-Centric

Design Surveys About the Customer’s World

• Use metaphor research to identify

• What really matters to customers

• Personal & social emotional implications

• How they arrange their expectations subconsciously




• Use metaphor research to identify

• What really matters to customers

• Personal & social emotional implications

• How they arrange their expectations subconsciously

• Use circumstance-focused desired outcome research to discover

customers’ 50-150 automatic evaluations (built-in metrics of value)

• Find ways to monitor

• The full duration of the customer’s experience

• Customer confidence in the present & future

• Alternatives the customer has toward the desired outcome



What is a Customer-Centric Survey?

Company’s World

• Secure jobs, investors,

internal satisfaction

• Functional specialization

• Features, attributes, brand

CX Enablers

Customer’s World


What is a Customer-Centric Survey?

Company’s World

• Secure jobs, investors,

internal satisfaction

• Functional specialization

• Features, attributes, brand

CX Enablers

Customer’s World

• Use your service or product

with or for something

• Wouldn’t buy if didn’t have to

• Easiest & nicest to get & use

CX Outcomes

What are the Customer Experience Enablers?

Emotional

Functional

DesiredOutcomes

What Customer Buys

Means-to-an-End

Firm’s Solution

NeedAwareness

NeedExtinctionCircumstance


What are the Customer Experience Enablers?

Product Service

Business Model

Affinities Convenience

Policies Processes

Culture

Emotional

Functional

DesiredOutcomes

What Customer Buys

Means-to-an-End

Firm’s Solution

NeedAwareness

NeedExtinctionCircumstance


Explore the Entire Customer Experience

Customer Experience Spectrum is More Than Touch-points

NeedAwareness

NeedExtinction

SalesContact

Word-of-Mouth, AdsSocial Media, Website

OrderingActivities

FulfillmentActivities

Problem ResolutionCross-Sell, Community

Usage Steps


Explore the Entire Customer Experience

Customer Experience Spectrum is More Than Touch-points

NeedAwareness

NeedExtinction

InitiatingSituation

ConsideringNeeds

IdentifyingAlternatives

EvaluatingAlternatives

InitialAssessment

AdditionalInformation

Decision Process

SalesContact

Word-of-Mouth, AdsSocial Media, Website

OrderingActivities

FulfillmentActivities

Problem ResolutionCross-Sell, Community

Initial UseExperience

Integration withOther Solutions

Familiarization& Learning

Adaptation,Extension,Disposal

Usage Steps


Monitor Forces on the Customer’s World


Monitor Forces on the Customer’s World

Gatekeepers:

Control the flow of info

to others in the buying center

Deciders:

Actually choose the products

Buyers:

Select suppliers &

negotiate terms of purchase

Influencers:

Help develop the specs

& evaluate products

Users:

Actually use the products

Initiators:

Request the products Approvers:

Authorize the proposal

B2B Influences

On Buy Decision




• Focus on customer experience outcomes, not enablers

• Map CX enablers (legacy survey data) to desired outcomes

• Resist the temptation to ask customers about enablers







• Expand customer experience enablers mapping

• Product, service, business model, conveniences, affinities

• Policies, processes, culture

• Suppliers, channel, alliances, partners







• Expand customer experience enablers mapping

• Product, service, business model, conveniences, affinities

• Policies, processes, culture

• Suppliers, channel, alliances, partners

• Keep a pulse on behind-the-scenes forces

• Additional steps leading to and from touch-points

• Players in the full supply chain

• Players in multiple-influencer decision-making© Copyright ClearAction. All rights reserved.

Fall in Love: Insatiable Curiosity about Customer


Explore the Customer’s Automatic Evaluations

Past Current Future Ideal

Desired Outcomes

Undesired Outcomes= Value Quotient

Solution A

Solution B

etc.

Val

ue Q

uotie

nt

Circumstance


Explore the Customer’s Automatic Evaluations

Past Current Future Ideal

Desired Outcomes

Undesired Outcomes= Value Quotient

Solution A

Solution B

etc.

Val

ue Q

uotie

nt

Circumstance

Outcome A Outcome B Outcome C Outcome D

Solution A

Solution B

etc.Val

ue Q

uotie

nt

Circumstance

Ideal


Manage by Customer Experience Personae

Desired Outcomes

Circumstances

Undesired Outcomes

Integrations

Value Criteria

Ultimate Objective

(Functional, Social, Personal) (Metric, Rank, Frustration)

Value Criteria

Current Solutions(Use, Ad-hoc, Barriers)

Observations

Increase …Increase …Increase …

Minimize …Minimize …Minimize …

(Functional, Social, Personal) (Metric, Rank, Frustration)

Customer’s Steps(Activities, Decisions)


Design Surveys About Customer’s World

Desired Outcomes

Circumstances, Ultimate Objective, Integrations

Undesired Outcomes

(Functional, Social, Personal)







Map Customer’s World to Company’s World

Desired Outcomes

Circumstances, Ultimate Objective, Integrations

Undesired Outcomes







Product Service

Business Model


Policies Processes

Culture


Use Legacy Survey Data for KPI Trending

Desired Outcomes(Functional, Social, Personal)


Product Service

Business Model


Policies Processes

Culture


Plan Surveys to Inject Customer-CentricityThroughout the Company’s World


Reality Check: What’s in it for the Customer?

Your CustomerPrograms

What customer programs are in place?

Your Viewpoint

How you get value

Customer’s Viewpoint

How they get value

Ratio

You / Customer(benefits, preventions, ratings) (benefits, preventions, ratings)

Your Customer Survey Questions

What survey questionsare in place?

Your Viewpoint

How you get value

Customer’s Viewpoint

How they get value

Ratio

You / Customer(benefits, preventions, ratings) (benefits, preventions, ratings)




• Take every opportunity possible to learn about customers

• Engage execs & employees enterprise-wide

• Stream relevant content to every department

• Consolidate sources by themes for 360-degree views

• Use value quotients to see customer’s viewpoint




• Take every opportunity possible to learn about customers

• Engage execs & employees enterprise-wide

• Stream relevant content to every department

• Consolidate sources by themes for 360-degree views

• Use value quotients to see customer’s viewpoint

• Leverage Customer Experience Personae as basis for:

• Customer-centric survey questions

• Mapping enablers (co. world) to outcomes (C world)

• Strategic decisions and tactical decisions

• Pulls together metaphor, circumstance, outcomes research

• Design survey with customer-centric culture in mind© Copyright ClearAction. All rights reserved.

all other concerns

Summary: Are Your Surveys Customer-Centric?

“centric” having a specific thing as the focus of attention & efforts

“culture”

A group’s ways of thinking and doing

customer


Do you like these concepts?

Let us help you master them

to increase your company’s growth!

Contact us today:

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tel +1 408 687 9700

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why customer satisfaction surveys aren't customer centric

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