The Foundation of Designing A Differentiating Customer Experience

March 22, 2016Lessons in Leadership

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New Landscape

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New Landscape

They want:

Seamless

Utility

Relevant

Control

Deals

Value

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What’s Your Goal?

Is the goal to get people to notice what we make?

OrAre we setting out to make something

people choose to talk about?Seth Godin

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Consumer centricity

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Culture

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Culture

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Consumer centricity

• Questions are powerful• Which journey? Where on the journey?

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Consumer centricity

• Personas define characteristics of target customers

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Map the journey

• Consumer• Employee• Other stakeholder

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Connection

Utility

What questions are your customers and prospects asking?

What are their frustrations?

Help vs Sell

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Connection

Engage

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Building a ConnectionAccording to Harvard Business Review, customers who received a customer satisfaction survey after doing

business with a company were 50% less likely to cancel their account.

They were also three times more likely to purchase another product from that same company.

How Surveys Influence Customers by Paul M. Dholakia & Vicki G. Morwitz

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Connection

Utility

Rocket Mortgage

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Collaboration

ShareEmployeesCustomersProspectsSuppliersPartners

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Communication

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Employee Experience Audit

• Mastery, Autonomy, & Purpose• Survey – feedback & benchmark• Development & training audit• Map the employee journey

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Conduct a Customer Experience Audit

• Experience your brand from mobile• Involve internal stakeholders • Map the journeys• Map the ecosystem

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Conduct a Customer Experience Audit• Get Feedback from:–Staff–Customers–Suppliers

• Identify gaps• Begin to build a 360° customer view

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Do Something!

RESOURCES

Tidewater AMA

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Mindset

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Culture_Leadership

• The Advantage by Patrick LencioniFree resources including charts and videos

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Creating Personas

• Adele Revella – Buyer Persona Institute

• HubSpot post – How to create personas for your business

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Create a Customer Journey Map

Creating a Journey Map Post

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Customer Experience Gaps

IBM Study

Some useful stats and an infographic

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Find the Right Tools

• Cloud based Customer Service– Mighty Call http://www.mightycall.com/

– LiveOps http://www.liveops.com/

• CRM software – Below is a list of options (don’t be mislead by the title) – http

://www.forbes.com/sites/quickerbettertech/2013/07/01/11-terrible-crm-systems-for-your-company/

– Batchbook http://batchbook.com/

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Survey• Ask for feedback soon after purchase• Keep them simple and basic like:– Please rate your experience – Is there anything we could do to improve?– On a scale of 0-10 would you recommend us to a friend or

colleague

• Free Tool - https://www.surveymonkey.com/

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Thank YouJoe owns Strategic Marketing Solutions, an integrated marketing consulting company. He is active in social media, co-moderates, #SMchat (a Twitter chat) and regularly writes about Customer Experience Marketing for Maximize Social Business.He works with businesses to implement integrated marketing strategies that build Raving Fans.

To learn more about capitalizing on the local advantage by creating Raving Fans contact Joe:Email: Joseph.Ruiz@strategicdriven.comPhone: 804.690.4486Connect on Linked In: www.linkedin.com/in/josephruizjr/