Customerexperience

SalesChannel Europe 2013 All rights reserved
www.flickr.com/photos/maestropastelero/258000448
the
Problem
Internally-focused
Thinking
vs
The End2End
Customer
Experience
Experience is?
EVERYTHING!
Question #1
What are customers

to expect if you
dont first define it?
Question #2
What is the experience

you want your
customers to have?
Business + Design =
Experience
Positive Customer feedback

www.flickr.com/photos/adrants/4572167753
Negative Customer feedback
www.flickr.com/photos/morberg/3556674976
The best businesses
begin with
EMPATHY
Encourage them to tell it like it is
then listen to your customers
Are you really listening?
13
Compliance vs commitment
The Customer Experience Map

Phases
Feelings
Memory
Impact on Loyalty
WOW
I Love it
High
Share with Many
Enjoyable
I like it
Mid
Share with few
Functional
Works for me
Low
Neutral
Uneventful
OK
None
Decrease
Missed it
I Dont Like it
Mid
66% decrease
Never Again
I hate it
High
100% Loss
Everything you do impacts

the Customers Experience
www.flickr.com/photos/carowallis1/4325317025
Customer Satisfaction Quotes:

The customer perceives service in his or her own terms. Arch McGill
The customers perception is your reality. - Kate Zabriskie
We cannot become what we need to be by remaining what
we are. - Max Dupree
Excellent firms don't believe in excellence - only in constant
improvement and constant change. - Tom Peters
Victory in marketing doesnt happen

when you sell something, but when you
cultivate advocates for your

brand.
- Steve Knox, CEO of Tremors,

P&Gs Word of Mouth Business Unit
www.flickr.com/photos/hyku/4837236187
Advocates are your

best influencers
Typical Conversion Rates

1. Cold calling:
Between 1-5%
2. External Recommendation:
4%
44%
10 X Cold calling
3. Internal Recommendation:
88%
20 X Cold calling
How do you measure

Customer Experience?
www.flickr.com/photos/faceme/3801013087
Using simple Customer

Experience Metrics
www.flickr.com/photos/atomicity/14570249
3 Types of Customer Experience Metrics*

Descriptive Metrics
What happened?
Perception Metrics
Outcome Metrics
What did the customer think about What will the customer do as a result
what happened?
of what happened?
Customer called to resolve problem with

bill
Opnes bill and sees it's wrong - again!
Was on hold for 5 mins
Searches for customer number and finally

finds it
Complains to friends about the billing

error
Won't purchase more from this company
any time soon
Spoke with phone agent 998 in Manila for

2-5 minutes
Waits on hold forever
Starts noticing offers from competitors
Trouble ticket opened
Frustrated that phone agent needs so

much information
Trouble ticket closed
incorrect charge reversed
At least agent was pleasant
Common Metrics
Customer satisfaction with overall
experience
Customer satisfaction with specific
aspects of the customer experience
Call and email volume

Average call times
Likelhood of recommendation
Likelyhood of purchase
Calls lost before answered
Call resolution rate
likelyhood to switch to a competitor
Website visits
User goal completion rate (web, mobile,

tablet)
Actual purchases made
Average pages viewed per visit
Contract renewals
Average transaction value
Churn rates
Average calls per customer per year
Captured through . . .
Analytics systems
surveys and text mining
surveys and/or analytics
Common Data Sources

Contact center logs and analytics
Enterprise Feedback Management (EFM)

systems
EFM systems
Web and mobile analytics
Online feedback and survey tools
Online feedback and survey tools
Point of sale systems
Contact center call transcripts
Contact center logs and analytics
Billing systems
Customer letters and emails
Web and mobile analytics systems
CRM systems
Social media posts and comments
Point of sales systems
Business intelligence systems
Billing systems
CRM systems
Business Intelligence systems
*Outside In: The Power of Putting

Customers at the Center of Your Business
by Harley Manning & Kerry Bodine
23
Get it right
www.flickr.com/photos/winemegup/3641912321
Get it wrong
www.flickr.com/photos/roome/3390682853
the
Solution
think
dif erent
f
Take a higher lever view

28
Change your thinking
www.flickr.com/photos/oriol_gascon/2172565951
The hard way
AND thinking
AND thinking
www.flickr.com/photos/artwithrays/3919906312
AND Thinking
www.flickr.com/photos/thelastminute/4754410169
AND Thinking
www.flickr.com/photos/carolyncoles/3097883695
AND thinking
www.flickr.com/photos/koffiemetkoek/238250538
AND Thinking
Competitive AND Collaborative

Controlling AND Creative
Focused AND Flexible
Simple AND Complex
Rational AND Emotional
Relational AND Actionable
Results-oriented AND People-oriented
Constraint-based
thinking
www.flickr.com/photos/squonk/651697384
Recurrent constraints
www.flickr.com/photos/johnduffell/3646401418
Collective constraint based thinking
Bring about the possible
www.flickr.com/photos/morberg/3842815564
Resilient thinking
www.flickr.com/photos/stewartmorris/5743763864
Child-like thinking
www.flickr.com/photos/toekneesan/3847444842
Design an E2E Customer Experience
Products
Services
Customer
Experience
Differentiation: 3 Levels of Perceived Value
End2End
Customer Experience
Support Services
Basic
Product/Service
Basic
Product/Service
Basic Product/Service:
Technology
Price performance
Product/service quality
Support Services:
Levels of support
Quality of service and support
Systems
Processes
E2E Customer Experience:
People
Perceived value
High touch
Exceed customer expectations
Delight and astound customers
45
Engaging with Empathy
2 Listening to Learn
3 Communicating with Accountability
Seek first to
understand, then
to be understood.
- Stephen R Covey
How do you create empathy?
49
Go where they live
www.flickr.com/photos/abardwell/2722623053
Where ever they live
51
Diagnostic
Conversations
Questions?
You can tell a man is clever by his answer

You can tell a man is wise by his questions
be
Think like a Doctor
www.mylawyer.net/Medical%20Malpractice%20Lawyer/Stethescope%20B&W.jpg
3 - Level Questioning
Question Area 1
1.
Question Area 2
1.
2.
1.
2.
3.
Question Area 3
2.
3.
3.
56
No one cares how

much you know, until
they know how much
you care.
- Ralph Waldo Emerson
57
Diagnostic Listening
Opinions
Facts
Feelings
59
The Art of Listening
60
61
62
3 Horizons
Feelings
Opinions
Facts
63
To Learn
Selectively
To Confirm
Politeness
4 Levels of Listening:
64
Ask a lot of questions

Shut up and listen
Keep asking questions
Gentile follow-up questions
Clarify ambiguity
Summarise what you have understood
Earn the right to ask PAIN questions
When you need help ask for it
65
Barriers to the beach
Eliminating barriers to satisfaction
67
It's not what you say

it's how you say it
69
Communicating with
Accountability
Communicating with Emotion

Energy
Enthusiasm
Body Language
Questioning
Listening
Note Taking
Sincere Interest
Emotions move people to action
Conviction:
People make decision based on emotion and justify with rational reasons
Must give them both emotional reasons and rational arguments
71
Conversation Directional Compass

Ask
Ask Tell Quadrants
Asking questions about the

problem
Problem focused
Asking questions about possible

solutions
Solution focused
Problem
Solution
Describing the problem

Problem focused
Talking about the solution

Describing possible solutions
Tell
Think like a Doctor
We are all
Customer
Advocates
Creating a culture
of Service Excellence
Getting everybody on the same bus
Create simple internal processes

that facilitate customer interaction
Identify KPIs that impact

Customer Satisfaction
www.flickr.com/photos/toniblay/52445415
Get everyone moving

in the same direction
Collectively focused
81
Who do you benchmark

yourself against?
A journey
Customer Experience
Customer Satisfaction
Quality of Service
Value Migration
Get it right
www.flickr.com/photos/winemegup/3641912321
David R Ednie
President & CEO
SalesChannel Europe
Ph: +33 676 60 09 25 (FRA)
Email: david@saleschannel-europe.com
Website: www.saleschannel-europe.com
www.flickr.com/photos/horacio/3781750

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SalesChannel Europe 2013 All rights reserved

What are customers

What is the experience

Positive Customer feedback

Negative Customer feedback

The best businesses

Encourage them to tell it like it is

then listen to your customers

Are you really listening?

The Customer Experience Map

Share with Many

Share with few

Everything you do impacts

Customer Satisfaction Quotes:

Victory in marketing doesnt happen

cultivate advocates for your

- Steve Knox, CEO of Tremors,

Advocates are your

Typical Conversion Rates

How do you measure

Using simple Customer

3 Types of Customer Experience Metrics*

Customer called to resolve problem with

Opnes bill and sees it's wrong - again!

Was on hold for 5 mins

Searches for customer number and finally

Complains to friends about the billing

Spoke with phone agent 998 in Manila for

Waits on hold forever

Starts noticing offers from competitors

Trouble ticket opened

Frustrated that phone agent needs so

Trouble ticket closed

incorrect charge reversed

At least agent was pleasant

Call and email volume

Calls lost before answered

Call resolution rate

likelyhood to switch to a competitor

User goal completion rate (web, mobile,

Actual purchases made

Average pages viewed per visit

Average transaction value

Average calls per customer per year

surveys and text mining

surveys and/or analytics

Common Data Sources

Enterprise Feedback Management (EFM)

Web and mobile analytics

Online feedback and survey tools

Online feedback and survey tools

Point of sale systems

Contact center call transcripts

Contact center logs and analytics

Customer letters and emails

Web and mobile analytics systems

Social media posts and comments

Point of sales systems

Business intelligence systems

SalesChannel Europe 2013 All rights reserved

*Outside In: The Power of Putting

Take a higher lever view

Change your thinking

The hard way