customer experience is part of the journey · customer’s boots workshop #1 buyer personas a...

CUSTOMER EXPERIENCE IS PART OF THE JOURNEY

Sarah Simon, VoC Consulting Director, Confirmit

§  sarah.simon@confirmit.com

§  @VoCMountaineer

§  www.linkedin.com/in/sarahasimon

90 MINUTES

Inform (15 mins)

Challenge (55 mins)

Inspire (20 mins)

INFORM

WHAT IS CUSTOMER

EXPERIENCE?

“CX” or

“CEM” “How customers perceive their

interactions with your company.” - Forrester

Customer Service

MINDFUL CX

HOW DOES CX HAPPEN?

It's really hard to design products by focus groups. A lot

of times, people don't know what they want until you show it to

them. -- Steve Jobs

Glean the story the data is telling

Collect structured & unstructured data "from multiple internal and external sources

Tactical quick-wins and strategic transitions to fine-tune the customer experience

Analyze

Listen

Act

THE VOC / CX ENGINE

ctionhangeshings

(Source: Bain)

100%

80%

60%

40%

20%

0%

Per

cent

of C

ompa

nies

80% Companies that believe

they provide a superior

experience

Believers

8% Companies

whose customers

agree

Achievers

PERCEPTION VS. PERFORMANCE GAP

Average annual real revenue growth

20%

15%

10%

5%

0%

Believers Achievers

19%

2%

Average annual real net income growth

10%

8%

6%

4%

0%

Believers Achievers

9%

3% 2%

(Source: Bain)

REVENUE AND INCOME

RETENTION & WORD OF MOUTH

62% of consumers worldwide stopped doing business with a company due to

poor customer service experiences (Source: Loyalty 360)

(Source: Temkin Group

LET’S GET SOCIAL

Think about it: The only reason you have a business is because you have customers. If you don't have customers you don't have a business, you have a hobby. - Peppers and Rogers

CHALLENGE

A HIKE IN THE CUSTOMER’S

BOOTS

Workshop #1 Buyer Personas A composite sketch of our customer

15 minutes

Workshop #2 Traveler Journeys A walk through a customer’s experience doi

ng business with us

A HIKE IN THE CUSTOMER’S

BOOTS

25 minutes

WHAT DID WE LEARN?

q Three volunteers to introduce their persona and one segment of their customer experience

q  Insights, ah-ha’s or lessons gleaned

15 minutes

INSPIRE

ü  CX may be new to you - be bold and do your best

ü  Bravely step out of your comfort zone

ü  A bit of hubris is ok doing what’s right by the customer

BAPTISM BY FIRE

When moving outside of your comfort zone, jump in with both feet. You have a better chance of success if you give it your all! – Michael Hyatt

ü  CX success requires risk; playing it too safe won’t win the summit

ü  Other departments / efforts may bully you – fight back

ü  Comfort breeds complacence

NOT SCARED? TRY HARDER!

"I learned that courage was not the absence of fear, but the triumph over it. The brave man is not he who does not feel afraid, but he who conquers that

fear." -Nelson Mandela

Carefully assess:

ü  In-house skill

ü  Tools / technology

ü  Bandwidth

ü  Organizational culture

ü  Current atmosphere

ü  Budget

DIY OR HIRE A GUIDE?

There are three ways to get something done: do it yourself, hire someone, or

forbid your kids to do it. – Unknown

ü  Partners = the face of your company to travelers

ü  Listen to partners, share insights with partners

ü  Be willing to fire bad partners

NURTURE PARTNER

RELATIONSHIPS

Talent wins games. But teamwork and intelligence win championships.

- Michael Jordan

ü  CX is not a linear, one-way trip

ü  CX is not a one-year initiative; it is relentless and never-ending

ü  Celebrate on the summit too long and the competition passes you by

CX IS A ROUNDTRIP

Getting to the top is optional. Getting down is mandatory. -Ed Viesturs

THANK YOU

Sarah Simon, VoC Consulting Director, Confirmit §  sarah.simon@confirmit.com

§  @VoCMountaineer §  www.linkedin.com/in/sarahasimon