the five forces of customer experience · optimise the cx/journey an online journey i need to buy...

Customer Experience | Delivering a Return on your CX Investment1

#IpsosCX5Forces

Murray GoodwinDirector, CX Advisory

Jean-Francois DamaisGlobal Chief Research Officer

– the science of strong relationships.

The ‘Five Forces ofCustomer Experience’

Customer Experience | Delivering a Return on your CX Investment2#IpsosCX5Forces

Murray Goodwin

Director, CX Advisory

[email protected]

Customer experience

is pretty complicated.

Focus on what matters.

Customer Experience | Delivering a Return on your CX Investment #IpsosCX5Forces

RetentionCustomers are retained and at-risk customers are recovered

AdvocacyCustomers share their positive experiences with others

Operational EfficiencyCustomers are served in a

quality-driven, cost-effective way

Share of SpendCustomers choose

you more often

Strategic CX investments should deliver a ROCXI

ROCXI


ActivateEngage Listen Embed

Our experience shows that successful customer experience strategies are built over four stages


Strong relationships drive sustained growth

Nurturing Your Existing Base

MinimisingOut-Flow

MaximisingIn-Flow

+ –

+


Continue to bea customer

If you could build stronger relationships with your existing customers, they would be more likely to…

Give you a higher share of their spendin a given category

Take additional products and

services

Jean-Francois Damais

Global Chief Research Officer

[email protected] #IpsosCX5Forces

Customer Experience | Delivering a Return on your CX Investment9

Our new UK R&D covers9 sectors + 10,000 interviewsto uncover what drives emotional attachment and strong customer relationships.


You need emotional attachment to increase Preference + CLV

52

21

11

Preference

-4

-66

NPS

70

45

Likelihood to continue

Emotionally

attached

Functionally

satisfied

Unfulfilled

52

11


0%

10%

20%

30%

40%

50%

60%

Total Low Medium High

And emotionally attached customers are more likely to be forgiving. Strong relationships insulate you from mistakes.

Likelihood to continue following a negative experience overall and by emotional attachment

Emotional attachment

Like

liho

od

to

Co

nti

nu

e


Emotional brand attachment varies across sectors

30%

38% 36% 36%31%

29%27% 26%

21%19%

Total

Sup

ermarkets

On

line retail

Ban

ks

Mo

bile n

etwo

rks

Ho

tel bo

okin

g

Bro

adb

and

Airlin

es

Car in

suran

ce

Energy


So how do you createstronger relationships?


Applying Behavioural Science to Customer Experience Designing and delivering CX in a truly human-centric way

EmotionalFunctionalStrong

Relationships


Introducing the Five Forces of CX – the Science of Strong Relationships

EmpowermentHelp customers feel in control

of the situation and in the

driving seat

RecognitionMake customers feel valued,

respected and worthy of

special treatment

Fair TreatmentMake customers feel that

there is a fair exchange in

their relationship with you

Shared ValuesHelp customers feel a sense

of belonging and show you

care about the greater good

CertaintyMake customers feel that

things are clear, transparent

and working as expected

Source: Ipsos R&D 2019

Fair Treatment

Certainty

Recognition Empowerment

Shared Values

The Five Forces of

CX


How can this newunderstanding help you?


Here’s how you do it – our analytical framework

Assess impact and performance of the CX Forces

Understand whether the current experience drives the right response and identify gaps

Optimise the CX/journey by dialling up the right Forces when it matters

PRIORITISE

DIAGNOSE

REDESIGN


First, we understand the relative impact of each of the 5 forces on the relationship strength and rank them

-40% -30% -20% -10% 0% 10% 20% 30% 40%

Our Shared Values

Certainty

Empowerment

Recognition

Fairness

Barriers Drivers

Fair Treatment

Certainty

Empowerment

Recognition

Shared Values

HIGHER IMPACT

LOWER IMPACT


The importance of each force varies by sector

Insurance Grocery Airlines

Source: Ipsos MORI R&D. April 2019. Decision makers. Main brand customers. Base Insurance N=1471; Grocery N=996; Airlines N=1853.

Fair Treatment CertaintyEmpowerment Recognition Shared Values


Next, we compare your performance against your competitors to identify the ‘battlegrounds’ worth fighting over.

Certainty

Recognition

Shared Values

Empowerment

Fair Treatment

STRONGERWEAKER

YOU COMPETITORS

KEY


We identify the functional needs underpinning each of the emotional drivers

Able to do what

I'm aiming to do

They are easy to

deal with

Their prices

are competitive

They provide quality

products and services

Everything is

tailored to my needs

My experiences

with them are

usually the best

they can be

Engaged by the

experience

Issue resolution

Relationship

Strength

Certainty

Recognition

Shared Values

Empowerment

Fair Treatment


Optimise the CX/journey An online journey

I need to buy party supplies for son’s birthday

I look online and see if I can find something that fits with theme

I choose the supplies and go through to check out

I make the payment and choose the delivery date and time

I wait for my parcel to arrive

Recognition

Welcome customers back to your online store. Show them products they may like based on their favourites

Set ability to put birthdays in a calendar so they can prepare for upcoming parties

Empowerment

Give the customer choices of different styles or ability to personalise their choice

Fair Treatment

Give discounts or create a loyalty scheme to entice customers to return

Shared Values

Support a charity or cause and say £1 of this sale will be donated

Certainty

Create an app to track delivery and be precise on date and time with a small window for people to be in

Certainty Recognition Shared ValuesEmpowermentFair Treatment


Empowerment

Fair Treatment

Certainty

Recognition

Shared Values

Retention

Advocacy

Share of Spend

Operational Efficiency

Relationship

Strength


Jean-Francois DamaisGlobal Chief Research Officer

[email protected]

Murray GoodwinDirector, CX Advisory

[email protected]


THANK YOU


the five forces of customer experience · optimise the cx/journey an online journey i need to buy...

Documents