What is Customer Experience?
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The document discusses key concepts related to customer experience including customer experience, customer experience management, customer experience optimization, and customer experience enablement. It defines customer experience as all interactions people have with a solution, customer experience management as treating customer relationships as assets to engage customers as advocates, customer experience optimization as aligning a company around buyer priorities for revenue/profit growth, and customer experience enablement as the bridge between customer feedback and engagement to build trust, loyalty and profits.
What is Customer Experience?
- 1. www.ClearActionCX.com What is Customer Experience?
- 2. (1) Has a role in the decision/action to get something. (2) Uses what is obtained. © Copyright ClearAction LLC. All rights reserved. Page 2 What is a Customer?
- 3. © Copyright ClearAction LLC. All rights reserved. Page 3 What is Customer Experience? Customers’ realities in selecting, getting, and using a solution that enables a capability they want
- 4. Discipline of treating your customer relationships as assets with the goal of engaging customers as brand advocates. © Copyright ClearAction LLC. All rights reserved. Page 4 What is Customer Experience Management?
- 5. Natural customer passion for a brand through company-wide alignment with buyer priorities for enduring revenue and profit growth. © Copyright ClearAction LLC. All rights reserved. Page 5 What is Customer Experience Optimization?
- 6. Bridge between voice-of-the-customer & customer engagement to earn trust, loyalty, and enduring profit growth. © Copyright ClearAction LLC. All rights reserved. Page 6 What is Customer Experience Enablement? (The bridge that enables enduring CX ROI. Ultimate goal is Customer Experience Optimization)
- 7. Customer Experience All interactions people have with or about a solution: messages, people, processes, products, or services. Customer Experience Management Discipline of treating your customer relationships as assets with the goal of engaging customers as brand advocates. Customer Experience Optimization Natural customer passion for a brand through company-wide alignment with buyer priorities for enduring revenue and profit growth. Customer Experience Enablement Bridge between voice-of-the-customer & customer engagement to earn trust, loyalty, and enduring profit growth. . © Copyright ClearAction LLC. All rights reserved. Page 7 Customer Experience Defined
- 8. © Copyright ClearAction LLC. All rights reserved. Page 8 Customer Knowledge (ways of understanding customers) • Voice of the customer — monitoring customer sentiment • Net promoter score — a way of summarizing voice of the customer: percent who would recommend a brand minus percent who would not • Customer intelligence — integration, mining, and analysis of customer data • Customer experience journey map – pictorial representation of a customer’s thoughts and actions while shopping or using a product or service • Internal branding — internal understanding by each employee, supplier, and alliance partner of their specific impact on external customer experience Across the CX ROI building-blocks, choose the component mix that best fits your company’s unique situation CX Management Components Customer Knowledge ◄ Customer Well-being ◄ Customer Profitability
- 9. Customer Well-Being (efforts to translate customer knowledge into organizational attitudes and behaviors) • Customer care — organization’s conscience in favor of customers’ welfare, and outreach to customers accordingly • Customer satisfaction — comparison of customer's reality versus expectations • Service excellence — delivery of purchased services or remedial services, or post-sale assistance to customers • Customer-centricity — degree that customers’ welfare is at the center of the solution provider’s decision-making and actions • Customer experience improvement — process-wide problem resolution and prevention • Customer complaint resolution — solving issues and communicating solution to complaint originators • User experience — intuitive and inviting environment for customers’ use of the product or service, or for exploration and purchase of the product or service, e.g. retail store or website • Customer touch points — opportunities for customers to interact with the solution provider or its messages or products/services • Customer effort — amount of effort the customer has to put forth during their experience with a product/service • Customer experience innovation — designing and implementing novel methods to enhance customer experience
- 10. © Copyright ClearAction LLC. All rights reserved. Page 10 Customer Profitability (efforts to increase revenue and profit from customers) • Customer relationship management — use of a database of customer transactions and facts that enable customized communications (1-to-1 marketing), upselling, cross-selling, and data-mining • Experiential marketing — events and campaigns that build customer advocacy • Customer advocacy — word-of-mouth promotion (buzz marketing) of a brand by enamored customers • Branding — creating and communicating a distinctive identity • Customer lifetime value — profitability of customers’ cumulative purchases • Customer lifecycle management – nurturing the phases that customers go through over time in their relationship with a brand • Customer loyalty — efforts to expand customers’ share of wallet • Customer community — opportunities for customers to engage with one another • Customer references — testimonials from customers • Co-innovation — joint product development efforts with customers • Customer retention — efforts to extend a customer’s duration of ongoing purchases Across the CX ROI building-blocks, choose the component mix that best fits your company’s unique situation
- 11. The Purpose of Business “The customer is the foundation of a business & keeps it in existence. He alone gives employment.” -- Peter Drucker, 1954 = Serve Customer Needs “Customers make paychecks & budgets possible … shareholders leave when customers leave – not the other way around.” -- Lynn Hunsaker, 2011 © Copyright ClearAction LLC. All rights reserved. Page 11
- 12. © Copyright ClearAction LLC. All rights reserved. Page 12 Customer Experience ROI Building-Blocks All blocks work in tandem to maximize & sustain business results. Left-right flow. Start simply with a stepping stone in each block; build maturity over time. Customer experience excellence is a way of life and an ongoing internal journey as market forces evolve. http://ClearActionCX.com/cx-success-factors
- 13. ClearActionCX.com See more like this in ClearAction Insiders! © Copyright ClearAction LLC. All rights reserved.
- 14. ClearActionCX.com If You Like These Concepts, Get the Book! © Copyright ClearAction LLC. All rights reserved. >30 Tools & Techniques Step-by-Step Guidelines
- 15. ClearActionCX.com If You Like These Concepts, Get the Book! 5 Keys Explained >20 Tools & Techniques Step-by-Step Guidelines © Copyright ClearAction LLC. All rights reserved.
- 16. ClearActionCX.com If You Like These Concepts, Get the Book! 4 Keys Explained 10 Templates Step-by-Step Guidelines © Copyright ClearAction LLC. All rights reserved.
- 17. ClearAction Consulting Clients “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.” © Copyright ClearAction LLC. All rights reserved. Partial List Send us a note: [email protected]
- 18. [email protected] tel +1 408 687 9700 Lynn Hunsaker ClearAction company/clearaction-llc +ClearActionCXO CustomerExperienceOptimization