Debunking Customer Experience Myths
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The document investigates and debunks common myths about customer experience (CX) and customer experience management (CXM), highlighting the need for a focus on alignment and relationships rather than just delightful touch-points. It emphasizes that true customer-centricity involves placing the customer at the center of decision-making and outlines best practices for CXM as a flowing system to drive growth. Additionally, it offers insights into enhancing ROI through personalized solutions and bridging silos within organizational structures.
Debunking Customer Experience Myths
- 1. Debunking Customer Experience Myths LYNN HUNSAKER CHIEF CUSTOMER OFFICER
- 2. ClearAction Continuum 2© Copyright ClearAction Continuum. All rights reserved. Proof of Customer Experience Myths Nobody above 72 C- for the best 42 multichannel retailers “only 4 made the cut for our ‘good’ category” health insurers “only 56% report experiencing good customer service” Forrester 2018 Customer Experience Index™ 287 brands in the 2018 CX Index “brands that rose gained an average of just over 4 points on our 100-point scale” No change 2017-2018 “good” level is small % in every industry
- 3. ClearAction Continuum 3© Copyright ClearAction Continuum. All rights reserved. 2015 2013 Sources for Debunking CX Myths Global B2B CXM Practices Study My MBA classmate’s research (T.Keiningham) Amazon.com/Lynn-Hunsaker + ClearAction.com/blog
- 4. ClearAction Continuum 4© Copyright ClearAction Continuum. All rights reserved. What is Customer Experience (CX) & CXM? Partial Truth: Interactions & Engagement Truth: Alignment & Relationship
- 5. ClearAction Continuum 5© Copyright ClearAction Continuum. All rights reserved. What is Customer-Centricity? Partial Truth: Delightful Touch-Points Truth: Customer at the Center of Decisions
- 6. ClearAction Continuum 6© Copyright ClearAction Continuum. All rights reserved. What is CXM Best-Practice? Partial Truth: Competency Pillars Truth: Flowing System Phase 1: Activating the System Phase 2: Building Maturity Phase 3: Sustaining Momentum
- 7. ClearAction Continuum 7© Copyright ClearAction Continuum. All rights reserved. How Does CXM Drive Growth? Partial Truth: Incent Referral, Rebuy, Premium Buy Truth: Annuities & Organic Customer Fans
- 8. ClearAction Continuum 8© Copyright ClearAction Continuum. All rights reserved. Customer Experience Truths CXM Growth: Annuities & Organic Customer Fans CX & CXM: Alignment & Relationship Customer-Centricity: Customer at the Center of Decisions CXM Best-Practice: Flowing System Phase 1: Activating the System Phase 2: Building Maturity Phase 3: Sustaining Momentum
- 9. ClearAction Continuum 9 ClearAction Continuum 9 See the rest of this presentation in GETTING & KEEPING CUSTOMERS DRIVING GROWTH & INNOVATION DATA & METRICS THAT WORK CREATIVITY WITHIN BOUNDARIES DRIVING ACCOUNTABILITY & COMMITMENT GETTING EVERYONE ON THE SAME PAGE Join today: https://ClearAction.com/value-exchange Ask for a demo: [email protected]
- 10. ClearAction ContinuumClearAction Continuum 10 Increase: Maximize: Decrease: • Follow-through • Ability to prioritize • Productivity of resources • Employee engagement • Strategic vs. tactical work • Resource acquisition • Stakeholder satisfaction • Stakeholder cooperation • Team collaboration • Right the first time • Job satisfaction • Continuity • Project stalls • Duplicated resources • Redundant efforts • Rework • Employee turnover • Alliance workloadAlignment (bridging silos) is the next frontier in CX ROI Design of ClearAction Value Exchange based on research with American Express, Aon, Apple, Ariba, Clorox, Covidien, Eli Lilly, Global Foundries, HP, Microsoft, NVIDIA, SAP and beta-testing with many others ClearAction Value Exchange KPIs are multipliers on your CX investments SaaS for real-time personalized action plans to tackle these silos 30-minute bites AI-curated resources DIY and interactive VP-level to intern-level Shared vision Collective capability © 2019 ClearAction Continuum.
- 11. ClearAction Continuum ClearAction Continuum closes the brand-customer gap. ClearAction Value Exchange members in marketing & customer experience, care & success roles access real-time, 24x7, bite-sized personal solutions to navigate silos for customer value performance ClearAction Advisory clients strategically operationalize marketing & customer experience for scalability, resource productivity & enduring customer value performance 1111 Customer value performance momentum © 2019 ClearAction Continuum. ClearAction Continuum
- 12. ClearAction Continuum Ask about customer value performance momentum ClearAction Continuum 12 DNA MASTER PLAN™ STRATEGIC RENEWAL™ CLEARACTION VALUE EXCHANGE™ DNA ACTIVATION™ MARKET RESPONSIVENESS INDEX™ DX AGILITY™ DNA TRANSFORMATION™ DX ALTITUDE™ RACE™ (RAPID ANALYTICS CUSTOMER ENVIRONMENT) VOX MODERNIZED™ VOX ACTIONABILITY™ SHARKTΛINK™ CX growth aspirations: Business results via trust-building Consistency via silo-bridging All-employee engagement Prevention and anticipation CX as managerial context Profit impact in daily decisions https://clearaction.com/customer-centered-business-10-keys-organic-growth/© 2019 ClearAction Continuum. [email protected]
- 13. ClearAction Continuum 13 ClearAction Continuum We’re honored to influence these companies PARTIAL LIST OF CLIENTS © 2019 ClearAction Continuum.
- 14. ClearAction Continuum 14 ClearAction Continuum ClearAction clients’ experiences Because each of the ClearAction team members managed CX in B2B for a number of years, they provided personal examples and practical tools that could be implemented right away. It was incredibly beneficial for us to work with them for several occasions. They elevated our collective knowledge and helped us achieve a higher level of CX maturity. – A. Chu, Dir Customer Experience ClearAction is an expert in business operations and has been an invaluable resource for us to learn best-practices in many areas. They taught us things that would not readily cross our minds, but after they explain, it makes total sense, and this increased our efficiency and accuracy in many areas. I highly recommend ClearAction. – K. Van Diepen, Dir Marketing Communications ClearAction has been at the forefront of helping companies like ours reduce chaos, maximize resources and achieve impactful results. They’ve provided mission-critical guidance to begin the process of building a strong marketing operations function that supports our company’s growth, scale and continuous improvement objectives. – K. Chalmers, Dir Marketing Operations © 2019 ClearAction Continuum.
- 15. ClearAction Continuum Customer value performance momentum