Practical approach to customer experience
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The document outlines a practical approach to enhancing customer experience (CX), emphasizing its importance as a competitive advantage in today's market. It presents a structured methodology that includes understanding customer needs, mapping the customer journey, identifying engagement hotspots, and aligning operations for effective personalization. Key takeaways highlight that customer experience is a mindset, the necessity of organizational commitment, and the importance of investing in both employee and customer experiences.
Practical approach to customer experience
- 1. PRACTICAL APPROACH TO CUSTOMER EXPERIENCE Ori Wainshtein
- 2. THE AGE OF THE CUSTOMERS IS NOW Age of Manufacturing Age of Distribution Age of Information Age of Customers Until the 1960’s Until the 1990’s Starting the 1990’s NOW Customer Experience is the Only Competitive Advantage Left
- 3. WHAT IS CUSTOMER EXPERIENCE “Customer experience (CX) is the sum of all experiences a customer has with a supplier of goods and/or services, over the duration of their relationship with that supplier. This can include awareness, discovery, attraction, interaction, purchase, use, cultivation and advocacy.” (Wikipedia) Acquire Onboard Grow Retain Customer Life Cycle Engagement Hotspots
- 4. CUSTOMER ECO-SYSTEM IS BECOMING COMPLEX Customer Support Customer Success Profession al Services Partners & Integrators Communiti es & Social Self Service Sales & Marketing Product Mgmt Legal Billing • Multiple Touch points • Multiple Conversations • Lack of Personalization How do we solve it?
- 5. STEP 1 – FROM CURRENT STATE TO STRATEGY Who are your customers? What drives brand loyalty? What is your customer life cycle? Who owns customer experience?
- 6. STEP 2 – MAP THE CUSTOMER JOURNEY(S) Awareness Research Purchase Onboarding • What is the customer doing at each stage? • What actions are they taking to move themselves on to the next stage?Actions • Why is the customer motivated to keep going to the next stage? • What emotions are they feeling?Motivations • What are the uncertainties, jargon, or other issues preventing the customer from moving to the next stage?Questions • What structural, process, cost, implementation, or other barriers stand in the way of moving on to the next stage?Barriers
- 7. STEP 3 – PINPOINT ENGAGEMENT HOTSPOTS What are customers saying/doing? What are the outcomes? Are they happy? Is there anything missing?
- 8. STEP 4 – BUILD YOUR CONTEXT & PERSONALIZATION FORMULAS Context = f(Who, When, Where, What) Who is the customer? When is NOW? Where in the journey? What is he doing? Personalization = f(Size, Role, Product(s), Geo)
- 9. STEP 5 – OPERATIONAL ALIGNMENT – THE KEY ENABLER • Simple & Fast • Make it work for you • Enable, Educate, Empower • Create a common language Culture People ProcessTechnology
- 10. LESSONS LEARNED • Customer Experience is a mindset before anything else • Have a clear roadmap, but remain agile and experiment • Organizational commitment is an important enabler, but not a show stopper • Invest in employee experience as much as you invest in customer experience