how to build your customer-driven growth engine
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© 2016 CustomerBliss.
How to Build Your Customer-Driven Growth Engine
QUALTRICS WELCOMESJeanne Bliss, Founder and President, CustomerBlissCo-Founder of the Customer Experience Professionals Association (CXPA)
© 2016 CustomerBliss. www.customerbliss.com
The Rise of Customer Experience &Chief Customer Officer
© 2015. CustomerBliss All rights reserved. www.customerbliss.com
© 2016 CustomerBliss. www.customerbliss.com
Earn the Right to Growth By improving customers’ lives.
© 2016 CustomerBliss. www.customerbliss.com
Engineering,Product Develop.
Sales Operations Marketing Quality Finance Supply Chain
Customer Leadership
Focus across the silos!
Rather than focusing down our operation areas
© 2016 CustomerBliss. www.customerbliss.com
The Stairway toDESIRE
Random Experience
DESIRE
Company DNA: Memory Creation
Reliable Experience
Consistently Define The Experience Always Reliable At Priority Contacts
Differentiated Experience
Who ELSE Does This?Deliver Memories That Set You Apart
© 2016 CustomerBliss. www.customerbliss.com
1995 Books 1998 Music 1999 Consumer Electronics, Games 2000 Kitchen, Camera and Photo Store 2000 Office Products 2001 Apparel, Sporting Goods 2003 Gourmet Foods 2003 Health and Personal Care 2005 High End Jewelry 2006 Kindle Explosion 2009 Zappos.com And on…and on…and on…
Reliability = Growth Engine
Build Trusted Experiences That Drive Growth
© 2016 CustomerBliss. www.customerbliss.com
92% of consumers worldwide trust recommendations from friends and family more than any form of advertising. (Up from 74% in 2007)Sources: Keller Fay Talk-Track Report & Word of Mouth Marketing Association
© 2016 CustomerBliss. www.customerbliss.com
300% Revenue gained by reducing negative word-
of-mouth versus improving positive ‘buzz’
Source: London School of Economics © 2016. CustomerBlisswww.customerbliss.com
© 2016 CustomerBliss. www.customerbliss.com
The 5 Customer Leadership Competencies
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© 2016 CustomerBliss. www.customerbliss.com
Competency 1: HONORand Manage Customers as Assets.
© 2016 CustomerBliss. www.customerbliss.com
Customers as Assets.
New Customers, Volume and Value.Lost Customers, Volume and Value? WHY?
“Experience” Accountability =
#1
Competency 1HONOR AND MANAGE CUSTOMERS AS ASSETS.
Know the Growth and Loss of Customers and Care About the ‘WHY?’
© 2016 CustomerBliss. www.customerbliss.com
Elevating Our Donors as Assets
Martin Hand Chief Donor/Customer OfficerSt. Jude Children’s Research Hospital
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ACTION LAB: VISUAL CUSTOMER ASSET STORY
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Competency 1:Customers as Assets
Attitude shift, not a dashboardCare about the “why?”Earn the right to growth
© 2016 CustomerBliss. www.customerbliss.com
Competency 2: ALIGN
Around Experience.
© 2016 CustomerBliss. www.customerbliss.com
Awareness & Research
Assess & Sample
Develop Solution
Partner & Contract
Service & Support
Strategic Partnership
Competency 2ALIGN AROUND EXPERIENCE.
Give Leaders a Framework for Guiding the Work of the Organization.
© 2016 CustomerBliss. www.customerbliss.com
Your Customer Journey Map =
Your Business Decision
Blueprint
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FIRST JOURNEY MAP for the Smithsonian
Samir Bitar, Director, Office of Visitor ServicesSmithsonian Institution
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©All Rights Reserved.
© 2016 CustomerBliss. www.customerbliss.com
Competency 2:Align Around Experience
Business Decision BlueprintAccountable to Customers’ Lives
Unite Leadership Focus
© 2016 CustomerBliss. www.customerbliss.com
Competency 3: BUILD a Customer Listening Path.Tell the Story of Customers’ lives.
© 2016 CustomerBliss. www.customerbliss.com
Awareness & Research
Assess & Sample
Develop Solution
Partner & Contract
Service & Support
Strategic Partnership
“Experience” Accountability =
1 2 3 4 5 6 7 8 9 10
Competency 3BUILD A CUSTOMER L ISTENING PATH.
Seek Input and Customer Understanding, Aligned to the Customer Journey.
© 2016 CustomerBliss. www.customerbliss.com
Unite Multiple Sources – by Journey Stage
One-Company Categorization
Make It Human – “Experiential” Listening
A BALANCED STORY OF CUSTOMERS’ LIVES BY STAGE
CUSTOMER LISTENING PATH…
© 2016 CustomerBliss. www.customerbliss.com
Executive Immersion in Customers’ Lives
Lambert Walsh Vice President & General Manager, Global Services, Adobe
© 2016 CustomerBliss. www.customerbliss.com
Competency 3:Build a Customer Listening Path
Story of Customers’ Lives
Reduce Survey-Score AddictionOne-Company FOCUS
© 2016 CustomerBliss. www.customerbliss.com
Competency 4: Proactive Experience Reliability
& Innovation.
Know Before Customers Tell You, Where you Are Unreliable.
© 2016 CustomerBliss. www.customerbliss.com
0- +
Frequently An Unreliable Experience
Always Reliable Experience “Peace of Mind”
“It Depends”…Sometimes It’s Reliable, Sometimes It’s Not
Our Current Experience RELIABILITY:
© 2016 CustomerBliss. www.customerbliss.com
Our Move to 2 Pizza Teams = Agile, Fast Improvements
Curtis Kopf, Vice President, Customer Innovation, Alaska Airlines
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Competency 4: ExperienceReliability and Innovation
Revenue Erosion Early Warning
Reliability = Customer Asset Growth
Customer Experience Development
© 2016 CustomerBliss. www.customerbliss.com
Competency 5: One-Company LEADERSHIP and CULTURE. “Prove it to Me” Actions. Enabling Employees to Deliver Value.
© 2016 CustomerBliss. www.customerbliss.com
One-Company Leadership, Accountability, Culture
“Experience” Accountability =
#5
LEADERSHIP, ACCOUNTABIL ITY & CULTURE Leadership Behaviors Required for Embedding the Five Competencies.
Enabling Employees to Deliver Value.
Competency 5
© 2016 CustomerBliss. www.customerbliss.com
Kill the Stupid Rules!
Dan PastoricExecutive Vice President & Chief Customer Officer, Enersource
© 2016 CustomerBliss. www.customerbliss.com
Customers As AssetsNew Customers, Volume and Value.
Lost Customers, Volume and Value? WHY?
Tell the Story… of Customers’ Lives By Experience Stage
For Each Stage, Tell the Story of Customers’ Lives: Listening Experience Artifacts Operational Reliability
T H E C U S T O M E R R O O M ©
© 2016 CustomerBliss. www.customerbliss.com
Competency 5: One-Company Leadership and Culture
“Prove it to Me” Competency
Unite Behavior & Accountability
Enable People to Deliver Value
© 2016 CustomerBliss. www.customerbliss.com
Use the 5 Competencies to
Tell the Story of customers’ lives…
© 2016 CustomerBliss. www.customerbliss.com
5 Competencies = Engine for Growth1: Managing Customers as Assets:
2: Alignment around Experience.
3: Building a Customer Listening Path.
4: Proactive Experience Reliability & Innovation.
5: Leadership, Accountability & Culture.
© 2016. CustomerBliss www.customerbliss.com
© 2016 CustomerBliss. www.customerbliss.com
…earn the right to customer-driven growth.
© 2016 CustomerBliss. www.customerbliss.com
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FREE TOOLS & RESOURCES
www.customerbliss.com
Twitter: @jeannebliss
jeanne@customerbliss.com
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