customer experience optimization: enabling customers to love you
DESCRIPTION
Enticing customers to become fans is quite different from *enabling* their devotion. How L-O-V-E can optimize customer experience to grow both revenue and profit naturally. See http://ClearActionCX.com Contact us at [email protected]TRANSCRIPT
Lynn Hunsaker
www.ClearActionCX.com
Customer Experience OptimizationEnabling Customers to Love You!
Adobe Connect Partner Summit
January 15, 2014
Happy
New Year!
Respect
Reward
Renewal
Are customers
among your
loved ones?
Renewals
Extensions
Referrals
New customers
Testimonials
Likes, Shares, ...
Your Wish List
Look at everything through your loved one’s eyes
Obsess over your loved one’s intended outcomes
Value your loved ones in all you do
Eradicate hassles to enable reciprocated love
What works in personal relationships
is what works in customer relationships
Look at everything through your loved one’s eyes
<iframe width="960" height="720" src="//www.youtube.com/embed/lCmyX6CYhI0#t=0m11s"" frameborder="0" allowfullscreen></iframe> 11 seconds to 111 seconds
59%
Our Service is
Above-AverageYour Service
Left Me
Somewhat
to Extremely
Dissatisfied
75%
Managers rarely see things as customers do
Managers’
ViewCustomers’
ViewManagers’
View
Customers’
View
Accenture: Delivering the Promise StudyCMO Council: Customer Affinity Study
56%
12%
We Think We’re
Customer-Centric!
You Really Are
Customer-Centric!
The manager’s view The customer’s view
Can I find it when I’m ready?Let’s make our quota
How do I learn this quickly?Focus resources on buyers
I’m trying to satisfy my boss &
my customers
Let’s shape their behavior
Reach out per ready triggers
Onboarding is an investment
Help customers’ success
Have insatiable curiosity about customers
Listen to everything customers are saying
Find ways to watch customers in their own environment
Step into the customer’s shoes early and often
Good news is no news,
no news is bad news,
bad news is good news
Loved ones at home
Loved ones in business
When I do look through their eyes: When I do not look through their eyes:
When I do look through their eyes: When I do not look through their eyes:
Obsess over your loved one’s intended outcomes
What are your
customers trying to
get done?
Focus on the right questions
Myth: customers don’t know what they want
Truth: customers do know what they want to get done
• What is my offering used with?
• What is my customer’s ultimate goal?
• What triggered my customer to buy?
Product Service
Business Model
Affinities Convenience
Policies Processes
Culture
Emotional
Functional
IntendedOutcomes
What the Customer is Trying to Get Done
Means-to-an-End
Firm’s Solution
NeedAwareness
NeedExtinctionCircumstance
Your offering is a means to an end
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Support what customers are trying to get done
Make note of this when they buy & when they renew
Keep this in mind with all your processes & policies
Monitor ad-hoc customer comments within this context
Be creative in adding value to support this
Loved ones at home
Loved ones in business
When I do obsess re: their outcomes: When I do not obsess re: their outcomes:
When I do obsess re: their outcomes: When I do not obsess re: their outcomes:
Value your loved ones in all you do
Keep customer well-being
at the center of daily
decision-making
Center your business on customers
Every employee, partner & supplier impacts customers
Every decision, process & hand-off has a ripple effect
Employee morale is impacted by customer-focus
Prevents waste
Creates natural fans
Grows profit & revenue
Show your customers you value them
Feature them
Grandfather them
Offer exclusivity
Show your personality
Recognize their interests
Ask for feedback
Rise above the fray
Refer complementary products
Say thanks!
Follow-through on your word
Treat them as you did the first time you met
When I do value them in all I do: When I do not value them in all I do:
Loved ones at home
Loved ones in business
When I do value them in all I do: When I do not value them in all I do:
Eradicate hassles to enable reciprocated love
Make it easy to fall in love
with doing business with you
1%
Reduction
of Negative
Word-of-
Mouth
1%
Increase
of Positive
Word-of-Mouth
0.41% Revenue Growth 0.14% Revenue Growth
300% ROI on reducing negative buzz
compared to increasing positive buzz
-London School of Economics Advocacy Drives Growth study
Act on constructive feedback for best ROI
Every customer input is a gift
$146M $18MInnovations based on
customers’ ideas
Innovations based on
internal ideas
= 800%
advantage
MIT Study of revenue from 1193 successful innovations across 9 industries over 5-year period: 40% of innovations were internal-idea-based
For every customer who gives negative feedback,
there are 26 others with the same view
Anticipate & prevent hassles
Look for patterns in customer pain
Solve issues at their root, to prevent recurrence
Use keys #1, 2, and 3 (L-O-V) to anticipate pains & joys
Differentiation that is really
hard to copy
Loved ones at home
Loved ones in business
When I do eradicate hassles: When I do not eradicate hassles:
When I do eradicate hassles: When I do not eradicate hassles:
Look at everything through your loved one’s eyes
Obsess over your loved one’s intended outcomes
Value your loved ones in all you do
Eradicate hassles to enable reciprocated love
What works in personal relationships
is what works in customer relationships
Renewals
Extensions
Referrals
New customers
Testimonials
Likes, Shares, ...
Your Wish List
Respect
Reward
Renewal
Do you like these concepts?
Let us help you master them
to increase your company’s growth!
Contact us today:
tel +1 408 687 9700
ClearAction clients praise our insights on actionability & engagement
“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.”
“The cross-functional collaboration
necessary to successfully manage
the customer experience requires
big picture, systems thinking.
ClearAction brings very practical,
well-thought out approaches to get
the internal cooperation needed.”
“ClearAction is very dependable
and detail-oriented, and has an
extremely high sense of integrity.
There's no question ClearAction
will do what's needed to ensure
the work is done correctly and the
client's best needs are taken into
account.”
Consulting Roles
We have provided ClearWisdom™ to dozens of companies
Partial List
Customer Experience Optimization Talk Show
Hear interviews with companies such as:Adobe, Aon, CenturyLink, Cisco, Citrix,
Coca Cola Enterprises, Dell, EMC, GE, HP, ICW, Intuit, Kimpton, NCR, Philips, Safelite,
Sungard, SunTrust, Symantec, TELUS, tw telecom, Virgin Mobile, Wells Fargo
http://ClearActionCX.com/cx-podcasts
e-books available at ClearActionCX.com/cx-books
or Amazon Kindle:Metrics You Can Manage For Success
Customer Experience Improvement MomentumInnovating Superior Customer Experience
white paper available at ClearActionCX.com/cx-articles
Employee Engagement in Superior Customer Experience: 4 Overlooked Key
Competencies for Sustainable Results
Resources about customer experience optimization
See more at
http://ClearActionCX.com/best-practices
For More About Customer Experience:
www.ClearActionCX.com/best-practices
tel +1 408 687 9700