customer experience is part of the journey · customer’s boots workshop #1 buyer personas a...
TRANSCRIPT
CUSTOMER EXPERIENCE IS PART OF THE JOURNEY
Sarah Simon, VoC Consulting Director, Confirmit
§ @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 § [email protected]
§ @VoCMountaineer § www.linkedin.com/in/sarahasimon