CLIENT EXPERIENCE MANAGEMENT

Customer Excellence

through

(CEM)

Definition

What is CEM?

• CRM methods, processes and technology reduced service and operationcosts. OK for companies, not necessarily for customers

Customers expect increasingly more from the companies they do business with

Loyalty is driven primarily by company’s interactions with its customers

•

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Client Experience Management

“The process of strategically managing a customer’s entire experience

with a product or company”

Client Experience Management

At the end, the goal of CustomerExperience Management is to movecustomers from satisfied to loyal.

Logical Architecture Overview

• "Customer relationship management (CRM) is a model for managing a company’s interactions with current and future customers. It involves using technology to organize, automate, and synchronize sales, marketing, customer service, and technical support."

Whereas• “Client experience management (CEM) is the

collection of processes a company uses to track, oversee and organize every interaction between a customer and the organization throughout the customer life cycle.”

CEM vs CRM

While CRM strategies and solutions aredesigned to focus on product, price andenterprise process, with minimal focuson customer need and desire, CEM takesinto account also customer expectations and the value of customer’s perceived sentiment.

CEM is a strategy that focuses theoperations and processes of a businessaround the needs of the individualcustomer, involving strategy, integration oftechnology, orchestrating business models and brand management.

“CRM comes after the experience and CEM works hard on anticipating it.”

Blueprint of CEM solutions

COLLECT DATA FROM CFS, FRONT LINE FEEDBACK, VOC & INTERNAL/EXTERNAL AUDITS

MANIPULATE AND CORRELATE INFORMATION

PROVIDE REPORTING AND ANALISYS CAPABILITIES

A possible architectural approach….

Approach to CEM

• Switch the focus from a ‘products&services’ view both to management andanalysis of all the aspects involved into the customer interaction

• Collect real-time customer centric transactional data from many availableand relevant network data sources

• Build a consistent set of Customer Experience Indicators (CEIs)/ MOT’s and make them available in order to integrate common KPIs information

• Provide a wide desktop view of the collected data at different aggregationdegrees, from single customer to market segment

• Prevent the loss of information about customer related issues through a highly effective and efficient IT Team

Links in the Service – Profit Chain

External Service Value

External Service Value

Employee Retention

Employee Retention

Employee Productivity

Employee Productivity

ProfitsProfits

Revenue Growth

Revenue Growth

Customer Satisfaction

Customer Satisfaction Customer LoyaltyCustomer LoyaltyEmployee

Satisfaction

Employee Satisfaction

Internal Service Quality

Internal Service Quality

Operating strategy and service delivery systems

Organisational context: Culture, Leadership, Teamwork

Service concept

Business results

Service designed and delivered to meet targeted customer

needs

Retention Loyalty Advocacy

Performance Equations helps organisations develop capability to deliver service excellence

Customer Experience: It Takes More than Good Customer Service

If you take all the different aspects of a commoditised world then everything is pretty similar:

similar products,

similar people,

similar technology &

similar pricing.

The differences are in the brand, the perception and the feel of a company, all of which are delivered through the customer experience.

It’s the customer experience that differentiates a company

How to Add Value?

Design measurable approaches to attitudinal and behavioural change that:

Align behaviour and skills with the brand values and customer experience promise you to communicate to your market

Address the attitudes and motivation that shape behaviour Equip your employees to deliver the experience you know your target

customers value

Develop your leaders to support employees in delivering on your brand values and customer experience promise – including tools to sustain the change

Positively impact customer loyalty where employee behaviour is most critical

Measure the incremental changes that define success

Keys to Service Excellence through Client Experience Management

Service Excellence

Engagement

Service Excellence

Engagement

• Identify important retention factors

• Apply tactics to increase retention and commitment

• Establish customer experience Vision & Strategy

• Launch leadership and management education & development programme

• Launch employee engagement programme

• Gather data on customer experience• Use CFS to identify, organise and

communicate expectations• Identify and map emotional touch points

• Teach and model service and Service Recovery skills

• Provide reinforcing and developmental feedback

• Conduct coaching conversations to build ownership and judgment

Keys to Service Excellence through Client Experience Management

Service Excellence

Engagement

Service Excellence

Engagement

Our Solution: The People and the Steps

Frontline Employees

Frontline Managers

Mid-level Managers

Executive Team

1. Measure 2. Engage 3. Mobilise 4. Sustain

The People

The Steps

Thanks