CX for Executives
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Presentation at CCC (Callidus Customer Conference) in Vegas earlier this year (April 2015). Covers the topics related to Customer Experience at a high level for Executives to get the knowledge they need.
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CX for Executives
- 1. CUSTOMER EXPERIENCE FOR EXECUTIVES TOPICS, ISSUES, AND IDEAS ON HOW TO DO CUSTOMER EXPERIENCES BETTER – FOR EXECUTIVES
- 2. CX STATS
- 3. us target acquire support retain the death of the customer lifecycle is upon us
- 4. the birth of the community-powered continuum
- 5. company centric customer centric revenue value short term long term relaDonship engagement message content managed expectaDons known expectaDons proprietary soluDon ecosystem interacDon experience customer-centric nomenclature
- 6. CUSTOMER EXPERIENCE DEFINED • an experience is defined as the sum total of conscious events • an experience is defined as a coordinated series of interacDons between a customer and a brand to accomplish anything • an experience is defined by the customer, for the customer, at each touchpoint, each Dme.
- 7. CEM vs CX Customer Experience Management Customer Experience
- 9. NPS – PROS AND CONS • rally the troops • benchmark • easy to understand (maybe) • vanity metric • implied causa<on • people – well, they lie… • “gameable”
- 10. HOW TO USE NPS WELL 1. follow up 1. did you recommend us? 2. did they contact us? 3. did they buy? 4. how does it compare? 2. correlate – beware of pirates 3. just one more metric, don’t forget more important ones 4. it it not just one metric, it’s a correlated-‐to-‐KPI-‐metric – by itself is worthless
- 11. data knowledge content infrastructure plaorm so]ware opDmizaDon personalizaDon automaDon customer employee partner supplier legacy applicaDons legacy databases legacy SaaS and internet legacy analy2cs cloud informaDon experience public mobile laptop / desktop IoT interfaces business (digital) transformation paradigm shift
- 12. 75% of brands don’t know what engagement is – but are measuring “it” knowledge * trust Dme e = engagement as an outcome, not a goal
- 13. RETENTION STATS
- 16. SINGLE, MULTI, CROSS, OMNI? S M W E P C S – SMS, W – Web, E – Email, C – Chat, P – Phone, M-‐ Social Media, D – Data, K-‐ Knowledge 1980 1995 2010 S W E C P M R K D R K D R K D R K D R K D R K D W M S E P C D K R silo single channel semi-‐integrated mul<-‐channel integrated cross-‐channel D K R UC
- 17. OMNI IS NOT POSSIBLE • misses one component, are you stupid? – single, combined, all-‐encompassing data model • may close gap between expectaDons, delivery • needs to be – based on intent, – based on previous and predicted interacDons – keeping them together as one, – play equally across all channels • technology, desire, need exist
- 18. CLOSING STATS • feedback mamers – best in class CX– 70% use feedback – industry average – 50% use feedback – laggards – 29% use feedback • informaDon mamers – 56% of customers just want the right answer – 64% don’t trust the informaDon – 44% confirm they got the the wrong answer