Customer Experience Excellence In The Age of the … · Customer Experience Excellence In The Age...
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Customer Experience Excellence In The Age of the Customer Megan Burns, Vice President, Principal Analyst
April 29, 2015
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The Age of the Customer
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Turn big data into business
insights
Transform the customer experience
Accelerate your digital business
Age of the Customer
Embrace the mobile mind shift
The AoC Market Imperatives
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Agenda
› What does it take to be good at customer experience in 2015?
› How are companies developing the CX capabilities they need?
› What do you need to support your company’s CX efforts?
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Agenda
› What does it take to be good at customer experience in 2015?
› How are companies developing the CX capabilities they need?
› What do you need to support your company’s CX efforts?
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“If you are going to achieve excellence in big things, you develop the habit in little matters. Excellence is not an exception, it is a prevailing attitude.” -Colin Powell
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Design Governance
The Six Disciplines of
Customer Experience
Strategy Measurement
Culture
Customer Understanding
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Design Governance
The Six Disciplines of
Customer Experience
Strategy Measurement
Culture
Customer Understanding
Customer Understanding
Measurement
Call transcripts, emails, social media posts, etc.
Customer interviews & field observations
Employee input
Operations & process data, metrics
Behavioral analytics e.g. web, call center, mobile
Financial data
Goal: Understand who customers are and what they want from their interactions with the company
Goal: Quantify CX quality and it’s relationship to business health to guide management decisions.
Inherently qualitative Inherently quantitative
Structured questions
Survey responses
VoC
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More than a set of parts
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Source: “Rethink Marketing In The Customer’s Context” May 27, 2014
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2007 2010
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Design Governance
The Six Disciplines of
Customer Experience
Strategy Measurement
Culture
Customer Understanding
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Source: Pinterest
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Design Governance
The Six Disciplines of
Customer Experience
Strategy Measurement
Culture
Customer Understanding
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Source: http://www.reasonsmysoniscrying.com/
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Outcome Behaviors as a result
of a customer perception, e.g. loyalty
Perception How customers perceive
their experiences.
Descriptive What happened during the
experience.
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CX Professionals CX Leaders
CX Ecosystem
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Design Governance
The Six Disciplines of
Customer Experience
Strategy Measurement
Culture
Customer Understanding
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Agenda
› What does it take to be good at customer experience in 2015?
› How are companies developing the CX capabilities they need?
› What do you need to support your company’s CX efforts?
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Slowly!
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Source: Verizon “Broken Promises”
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“but” “and”
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Source: Holiday Inn
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Purposeful Inclusive
Social Familiar
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Strategic
Intentional
Preventative
Reactive
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Agenda
› What does it take to be good at customer experience in 2015?
› How are companies developing the CX capabilities they need?
› What do you need to support your company’s CX efforts?
Thank you
forrester.com
Megan Burns +1 617.613.6294 [email protected] http://blogs.forrester.com/megan_burns @mbcxp