3 customer experience traps solved using cx c matrix
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The document outlines three common "traps" companies fall into when trying to improve customer experience. Trap #1 is failing to properly fund customer experience initiatives. Trap #2 is thinking current efforts are sufficient. Trap #3 is having customer touchpoints like CRM, marketing, web, and operations in separate "silos" instead of coordinating a unified experience across all channels. The overall message is that companies need a holistic view of customer experience that brings together all customer contact areas.
3 customer experience traps solved using cx c matrix
- 1. The Big 3 ‘Customer Experience’ Traps CxC Matrix Encompasses All Customer Contacts
- 2. Trap #1 Customer Experience Unfundable $
- 3. Customer Experience Trap #2: “We already do that.” ?
- 4. Big Customer Experience Trap # 3 CRM & Customer Service Direct Marketing & Sales Web & Interactive Strategy Merchandising, Sales Social Media Silos define experience e-commerce
- 5. The Customer Experience Trap: Customer Service Customer Experience = CRM, VOC, Surveys, Customer Satisfaction
- 6. The Customer Experience Trap: Marketing Department Customer Experience = Branding, targeting, personalization, engagement, sentiment analysis , Campaign Management, segmentation, multi-channel marketing
- 7. The Customer Experience Trap: Web & Digital Customer Experience = User experience design, social networking, ecommerce, search, affiliates, mobile, interactive, apps
- 8. The Customer Experience Trap: Operations Customer Experience = business process management, (efficiencies), automation, Self service, personalized POS, self service, configurations
Editor's Notes
- #2: The Customer Experience traps are a major strategic issue for all companies. As address issues surrounding marketing, customer service, information technology, web and digital priorities, customer experience is in the background, the thread that ties business operations together. Customer experience management is the interface between a company and its customers. Big concept? Yes. But most important and requires immediate attention as customers in all industries utilize more contact channels, digital information interactions and transactions growing exponentially (20X over next 4 year) customers have greater transparency to your business and market place forces. (c) 2004. All rights reserved. CRM BPM Client X Client LLC (908) 542-1134
- #3: Customer Experience Trap #1 These slides address the Big Three Customer Experience Traps. Start with the most obvious: The biggest customer experience trap is presenting a major budget request for anything labeled ‘customer experience.’ The term is just too soft, too nebulous and frankly unfundable. Don’t call the project, service customer experience. Why? Because the great majority of customer experience proposals and discussions fail to clearly define what is meant by ‘customer experience’ making it impossible to quantify the cost and benefits of a proposed solution and fulfilling all suspicions that a customer experience project will dramatically exceed it’s initial scope, never be completed and waste company time and dollars. Not in Scope It is just as important to depict what the customer experience cells on the CxC Matrix not affected by the project as it is to highlight which are the project’s targets. (c) 2004. All rights reserved. CRM BPM Client X Client LLC (908) 542-1134
- #4: When a manager or a vendor or anyone mentions ‘customer experience’ the reaction is generally the same, “We are already doing that.” To get a more truthful answer, go ask your customers – or better yet, count the number of customers that start at the customer experience stages on the left, ‘1. Awareness’ and count how many make it to ‘6. Contract’. The difference between the numbers, customer count, represents the total potential revenue available ( multi percentage improvement is achievable). All the unsuccessful contacts also cost money – and customer ill will Who is paying for all the contacts that don’t follow-through to sales? Or end up in customer service? All the noise and customers that fall through the cracks are wasted revenue opportunities. Worse yet, each customer contact has a cost…so customer experience maps potential revenue and cost savings pockets across your company. Note: The CxC Matrix is a conceptual, taxonomy and mathematical expression of the entire customer experience from the customer’s perspective. The CxC Matrix categorizes, quantifies and monetizes every customer contact combining the customer life cycle (columns) with a company’s channels, contacts, systems. More information on how the CxC Matrix works can be found in Customer Worthy, Why and How Everyone in Your Organization Must Think Like a Customer , available at Amazon.com or http://www.Customer Worthy.com (c) 2004. All rights reserved. CRM BPM Client X Client LLC (908) 542-1134
- #5: The third big customer experience trap comes from a departmental or functional project being mislabeled as ‘customer experience.’ While virtually every project affects customers, mislabeling sub experience projects or customer experience components masks the interdepartmental and inter-process dependencies required to truly and measurably impact customers. (c) 2004. All rights reserved. CRM BPM Client X Client LLC (908) 542-1134
- #6: Customer Service Customer Experience = CRM, VOC, Surveys, Customer Satisfaction (c) 2004. All rights reserved. CRM BPM Client X Client LLC (908) 542-1134
- #7: Marketing Customer Experience = Branding, targeting, personalization, engagement, sentiment analysis , Campaign Management, segmentation, multi-channel marketing (c) 2004. All rights reserved. CRM BPM Client X Client LLC (908) 542-1134
- #8: Web & Digital User experience design, social networking, ecommerce, search, affiliates, mobile, interactive, apps (c) 2004. All rights reserved. CRM BPM Client X Client LLC (908) 542-1134
- #9: Operations: Customer Experience = business process management, (efficiencies), automation, Self service, personalized POS, self service, configurations (c) 2004. All rights reserved. CRM BPM Client X Client LLC (908) 542-1134
- #10: In addition to realizing potential revenues opportunities through a clearly defined customer experience project companies also can avoid the growing incidence and expense of customer rage. This excerpt from Customer Worthy, Why and How Everyone in Your Organization Must Think Like a Customer , 2010 Paramount books, illustrates how business, quality and operations issues in early customer stages are rarely properly diagnosed causing companies to misallocate funding and resources to the wrong portion of the customer experience. (c) 2004. All rights reserved. CRM BPM Client X Client LLC (908) 542-1134