customer experience demystified
TRANSCRIPT
When a customer’s reality is less than their expectations:
. . . they look at it as a poor customer experience.
When a customer’s reality matches their expectations:
. . . they look at it as a good customer experience.
It’s All About Expectation Sets
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Select Get Use
Capability
Customer Experience = Reality ÷ Expectations
Customers’ Realities versus Expectations
Customer experience excellence
is about perceived realities across everything
customers employ to select, get, and use your solution,
toward achieving the capability they’re seeking
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Customers Buy Capabilities (Not Product per se)
Capabilities
Every purchase is about a
capability
• To relax
• To be entertained
• To avoid pain
• To grow
• To live
• To make money
(serve B2B customers)
(What a Customer Wants)
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What You Sell is a Means Toward Capabilities
Capabilities
Your offerings are a
means-to-an-end
• To relax
• To be entertained
• To avoid pain
• To grow
• To live
• To make money
(serve B2B customers)
Your Offerings / Solutions
(What a Customer Wants)
(Means-to-an-End)
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Capabilities Are Customers’ “Jobs-to-be-Done”
Capabilities
We buy because
we have a
job-to-be-done
• To relax
• To be entertained
• To avoid pain
• To grow
• To live
• To make money
(serve B2B customers)
Your Offerings / Solutions
(Customer’s Job-to-be-Done)
(Means-to-an-End)
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A “Job-to-be-Done” Integrates Various Things
CapabilitiesA customer’s job-to-be-done
integratesyour offering with other …
Your Offerings / Solutions
(Customer’s Job-to-be-Done)
(Means-to-an-End)
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Integrated withOther Things
• People
• Processes
• Products
• Services
• Technologies
This is the bedrock of customer expectations
When Does Customer Experience Begin/End?
NeedAwareness
NeedExtinction
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Capabilities
(Customer’s Job-to-be-Done)
Customer experience
beginswhen a customer is aware
of needing a capability
Customer experience
endswhen a customer no longer
perceives need the need
for that capability
… as opposed to company-announced obsolescenceor the last interaction with the company
What Drives Customer Expectations?
NeedAwareness
NeedExtinction
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Capabilities
(Customer’s Job-to-be-Done)
Circumstancesthat trigger
need awareness
create an expectation set
for a customer
Circumstances
A customer may have a
different expectation set
for each circumstance
• Aspirational
• Corrective
• Risk avoidance
• Other
Segmenting customers by “expectation sets” streamlines what it takes to “manage to expectations”
What Are Customer Expectations?
NeedAwareness
NeedExtinction
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Capabilities
(Customer’s Job-to-be-Done)
Built-in judgmentsmeasure goodness of
functional & emotionalneeds toward achieving the
capabilities
Circumstances
Functional:
• Does it build the capability?
Emotional:
• Any personal consequences?
• Any social consequences?
Emotional
Functional
This is why organic customer feedback is so valuable to drive action company-wide
NeedAwareness
NeedExtinction
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Capabilities
(Customer’s Job-to-be-Done)
Circumstances
Emotional
Functional
Everything Has a Ripple Effect on Customers
Product Service
Business Model
Affinities Convenience
Policies Processes
Culture
Your Offerings / Solutions
(Means-to-an-End)
This is why “all-hands-on-deck” company-wide is necessary for customer experience excellence
“Jobs-to-be-Done” = A Guiding Light to All
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Customers’ desired capabilities & integrations
are the growth-promoting context for roles company-wide.
Most roles are typically viewed in a revenue context, or simply for the sake of completing tasks.
Customer Experience
Customers’ realities in selecting, getting, and using a solution
that enables a capability they want.
Customer Experience Management
Discipline of treating your customer relationships as assets
with the goal of engaging customers as brand advocates.
Customer Experience Optimization
Natural customer passion for a brand
through company-wide alignment with buyer priorities
for enduring revenue and profit growth.
Customer Experience Enablement
Bridge between voice-of-the-customer & customer engagement
to earn trust, loyalty, and enduring profit growth.
.
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Customer Experience Defined
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Customer Experience ROI Building-Blocks
All blocks work in tandem to maximize & sustain business results.Left-right flow. Start simply with a stepping stone in each block; build maturity over time.
Customer experience excellence is a way of life and an ongoing internal journey as market forces evolve.
http://ClearActionCX.com/cx-success-factors
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Customer Experience ROI Success Factors
In our 4-year study, companies with these practices tended to have stronger business results.
http://ClearActionCX.com/success-factors
ClearActionCX.com
See more like this in ClearAction Insiders!
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ClearAction founded the world’s 1st and largest global B2B customer experience practices study
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http://ClearActionCX.com
ClearActionCX.com
If You Like These Concepts, Get the Book!
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5 Keys Explained
>20 Tools &
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If You Like These Concepts, Get the Book!
4 Keys Explained
10 Templates
Step-by-Step
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