how to build your customer-driven growth engine

© 2016 CustomerBliss.

How to Build Your Customer-Driven Growth Engine

QUALTRICS WELCOMESJeanne Bliss, Founder and President, CustomerBlissCo-Founder of the Customer Experience Professionals Association (CXPA)

© 2016 CustomerBliss. www.customerbliss.com

The Rise of Customer Experience &Chief Customer Officer

© 2015. CustomerBliss All rights reserved. www.customerbliss.com


Earn the Right to Growth By improving customers’ lives.


Engineering,Product Develop.

Sales Operations Marketing Quality Finance Supply Chain

Customer Leadership

Focus across the silos!

Rather than focusing down our operation areas


The Stairway toDESIRE

Random Experience

DESIRE

Company DNA: Memory Creation

Reliable Experience

Consistently Define The Experience Always Reliable At Priority Contacts

Differentiated Experience

Who ELSE Does This?Deliver Memories That Set You Apart


1995 Books 1998 Music 1999 Consumer Electronics, Games 2000 Kitchen, Camera and Photo Store 2000 Office Products 2001 Apparel, Sporting Goods 2003 Gourmet Foods 2003 Health and Personal Care 2005 High End Jewelry 2006 Kindle Explosion 2009 Zappos.com And on…and on…and on…

Reliability = Growth Engine

Build Trusted Experiences That Drive Growth


92% of consumers worldwide trust recommendations from friends and family more than any form of advertising. (Up from 74% in 2007)Sources: Keller Fay Talk-Track Report & Word of Mouth Marketing Association


300% Revenue gained by reducing negative word-

of-mouth versus improving positive ‘buzz’

Source: London School of Economics © 2016. CustomerBlisswww.customerbliss.com


The 5 Customer Leadership Competencies

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Competency 1: HONORand Manage Customers as Assets.


Customers as Assets.

New Customers, Volume and Value.Lost Customers, Volume and Value? WHY?

“Experience” Accountability =

#1

Competency 1HONOR AND MANAGE CUSTOMERS AS ASSETS.

Know the Growth and Loss of Customers and Care About the ‘WHY?’


Elevating Our Donors as Assets

Martin Hand Chief Donor/Customer OfficerSt. Jude Children’s Research Hospital


ACTION LAB: VISUAL CUSTOMER ASSET STORY


Competency 1:Customers as Assets

Attitude shift, not a dashboardCare about the “why?”Earn the right to growth


Competency 2: ALIGN

Around Experience.


Awareness & Research

Assess & Sample

Develop Solution

Partner & Contract

Service & Support

Strategic Partnership

Competency 2ALIGN AROUND EXPERIENCE.

Give Leaders a Framework for Guiding the Work of the Organization.


Your Customer Journey Map =

Your Business Decision

Blueprint


FIRST JOURNEY MAP for the Smithsonian

Samir Bitar, Director, Office of Visitor ServicesSmithsonian Institution


Competency 2:Align Around Experience

Business Decision BlueprintAccountable to Customers’ Lives

Unite Leadership Focus


Competency 3: BUILD a Customer Listening Path.Tell the Story of Customers’ lives.


Awareness & Research

Assess & Sample

Develop Solution

Partner & Contract

Service & Support

Strategic Partnership


1 2 3 4 5 6 7 8 9 10

Competency 3BUILD A CUSTOMER L ISTENING PATH.

Seek Input and Customer Understanding, Aligned to the Customer Journey.


Unite Multiple Sources – by Journey Stage

One-Company Categorization

Make It Human – “Experiential” Listening

A BALANCED STORY OF CUSTOMERS’ LIVES BY STAGE

CUSTOMER LISTENING PATH…


Executive Immersion in Customers’ Lives

Lambert Walsh Vice President & General Manager, Global Services, Adobe


Competency 3:Build a Customer Listening Path

Story of Customers’ Lives

Reduce Survey-Score AddictionOne-Company FOCUS


Competency 4: Proactive Experience Reliability

& Innovation.

Know Before Customers Tell You, Where you Are Unreliable.


0- +

Frequently An Unreliable Experience

Always Reliable Experience “Peace of Mind”

“It Depends”…Sometimes It’s Reliable, Sometimes It’s Not

Our Current Experience RELIABILITY:


Our Move to 2 Pizza Teams = Agile, Fast Improvements

Curtis Kopf, Vice President, Customer Innovation, Alaska Airlines


Competency 4: ExperienceReliability and Innovation

Revenue Erosion Early Warning

Reliability = Customer Asset Growth

Customer Experience Development


Competency 5: One-Company LEADERSHIP and CULTURE. “Prove it to Me” Actions. Enabling Employees to Deliver Value.


One-Company Leadership, Accountability, Culture


#5

LEADERSHIP, ACCOUNTABIL ITY & CULTURE Leadership Behaviors Required for Embedding the Five Competencies.

Enabling Employees to Deliver Value.

Competency 5


Kill the Stupid Rules!

Dan PastoricExecutive Vice President & Chief Customer Officer, Enersource


Customers As AssetsNew Customers, Volume and Value.

Lost Customers, Volume and Value? WHY?

Tell the Story… of Customers’ Lives By Experience Stage

For Each Stage, Tell the Story of Customers’ Lives: Listening Experience Artifacts Operational Reliability

T H E C U S T O M E R R O O M ©


Competency 5: One-Company Leadership and Culture

“Prove it to Me” Competency

Unite Behavior & Accountability

Enable People to Deliver Value


Use the 5 Competencies to

Tell the Story of customers’ lives…


5 Competencies = Engine for Growth1: Managing Customers as Assets:

2: Alignment around Experience.

3: Building a Customer Listening Path.

4: Proactive Experience Reliability & Innovation.

5: Leadership, Accountability & Culture.

© 2016. CustomerBliss www.customerbliss.com


…earn the right to customer-driven growth.


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