customer experience demystified

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www.ClearActionCX.com Customer Experience Demystified Expectations, Capabilities & All Hands On Deck

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www.ClearActionCX.com

Customer Experience DemystifiedExpectations, Capabilities & All Hands On Deck

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

© Copyright ClearAction LLC. All rights reserved. Page 8

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

© Copyright ClearAction LLC. All rights reserved. Page 9

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)

© Copyright ClearAction LLC. All rights reserved. Page 4

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)

© Copyright ClearAction LLC. All rights reserved. Page 5

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)

© Copyright ClearAction LLC. All rights reserved. Page 6

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)

© Copyright ClearAction LLC. All rights reserved. Page 7

Integrated withOther Things

• People

• Processes

• Products

• Services

• Technologies

This is the bedrock of customer expectations

When Does Customer Experience Begin/End?

NeedAwareness

NeedExtinction

© Copyright ClearAction LLC. All rights reserved. Page 8

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

© Copyright ClearAction LLC. All rights reserved. Page 9

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

© Copyright ClearAction LLC. All rights reserved. Page 10

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

© Copyright ClearAction LLC. All rights reserved. Page 11

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

© Copyright ClearAction LLC. All rights reserved. Page 12

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.

.

© Copyright ClearAction LLC. All rights reserved. Page 13

Customer Experience Defined

© Copyright ClearAction LLC. All rights reserved. Page 14

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

© Copyright ClearAction LLC. All rights reserved. Page 15

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!

© Copyright ClearAction LLC. All rights reserved.

ClearAction founded the world’s 1st and largest global B2B customer experience practices study

© Copyright ClearAction LLC. All rights reserved. Page 17

http://ClearActionCX.com

ClearActionCX.com

If You Like These Concepts, Get the Book!

© Copyright ClearAction LLC. All rights reserved.

>30 Tools &

Techniques

Step-by-Step

Guidelines

ClearActionCX.com

If You Like These Concepts, Get the Book!

5 Keys Explained

>20 Tools &

Techniques

Step-by-Step

Guidelines

© Copyright ClearAction LLC. All rights reserved.

ClearActionCX.com

If You Like These Concepts, Get the Book!

4 Keys Explained

10 Templates

Step-by-Step

Guidelines

© Copyright ClearAction LLC. All rights reserved.

ClearAction Consulting Clients

“ClearAction taught us things

that wouldn’t readily cross our

minds and has increased our

efficiency & accuracy in many

areas. We highly recommend

ClearAction as a business

consultant.”

© Copyright ClearAction LLC. All rights reserved.

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Lynn Hunsaker

ClearAction

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CustomerExperienceOptimization