Customer Experience Myth Busting

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MYTH BUSTING CUSTOMER EXPERIENCE

description

Customer Experience Myth Busting “Customer Experience” is quickly becoming a catch-all to describe anything that is remotely related to customers. This presentation will bust some of the most commonly understood myths out there and set the record straight: - Myth 1: Customer Experience is the same as Customer Service. - Myth 2: It’s nice to do but it’s not going to impact the bottom line. - Myth 3: It’s only relevant to retailers. - Myth 4: You’re sorted if you have a customer experience department.

Transcript of Customer Experience Myth Busting

  • 1. MYTH BUSTING CUSTOMER EXPERIENCE

2. Thief or Friend? 3. A passion for Customer 4. Mundane task Live music 5. Hungry Free bread rolls Mundane task Live music 6. Lacking inspiration Meal deals Hungry Free bread rolls Mundane task Live music 7. Marketer priorities: customer experience up, influencing board down. Marketing Directors Study 2013 Cranfield School of Management 8. Companies that differentiate on customer experience are well positioned to achieve market growth UK Customer Satisfaction Index 2012 9. To renew your business you need to re-imagine what your customer experience could be. Geraldine McBride, June 2013Co-Founder MyWave 10. If you want to create a superior customer experience you need to understand what its like to stand in the customers shoes. Mark Mullen, First Direct CEO, 2012 11. Customer Experience Myth Busting 1. Customer Experience = Customer Service 2. Is a nice to do 3. Is only relevant to retailers 4. Is a departments responsibility 12. 1. Customer Experience = Customer Service 13. 1. Customer Experience = Customer Service 14. Customer experience is 15. Customer experience is joining the dots up for the customer. 16. Customer experience is joining the dots up for the customer. website customer service communications marketing strategy sales stores finance brand human resources finance products & services operations 17. Customer experience. Is how your customers perceive their interactions with your company. Harley Manning and Kerry Bodine, Forrester 2012 18. What this means in practice How a customer thinks and feels about your people, products and processes Products People Processes 19. Customer experience is a business discipline 20. Could you tell me your top 5 customer complaints this week? 21. Do you challenge every initiative: is this to make it easier for ourselves or to give our customers a better experience? Could you tell me your top 5 customer complaints this week? 22. Do your customers find out first about your new products and services? Do you challenge every initiative: is this to make it easier for ourselves or to give our customers a better experience? Could you tell me your top 5 customer complaints this week? 23. Do your customers find out first about your new products and services? Do you challenge every initiative: is this to make it easier for ourselves or to give our customers a better experience? Could you tell me your top 5 customer complaints this week? How do you plug customer feedback back into your organisation so that it impacts change? 24. Do your customers find out first about your new products and services? Do you challenge every initiative: is this to make it easier for ourselves or to give our customers a better experience? How do you actively encourage and act on suggestions from your employees for improving the customer experience? Could you tell me your top 5 customer complaints this week? How do you plug customer feedback back into your organisation so that it impacts change? 25. Do your customers find out first about your new products and services? Do you challenge every initiative: is this to make it easier for ourselves or to give our customers a better experience? How do you actively encourage and act on suggestions from your employees for improving the customer experience? How often do you visit or work in your customer facing areas? Could you tell me your top 5 customer complaints this week? How do you plug customer feedback back into your organisation so that it impacts change? 26. Do your customers find out first about your new products and services? Do you challenge every initiative: is this to make it easier for ourselves or to give our customers a better experience? How do you actively encourage and act on suggestions from your employees for improving the customer experience? How easy is it for your customers to give you feedback? How often do you visit or work in your customer facing areas? Could you tell me your top 5 customer complaints this week? How do you plug customer feedback back into your organisation so that it impacts change? 27. Do your customers find out first about your new products and services? Do you challenge every initiative: is this to make it easier for ourselves or to give our customers a better experience? How do you actively encourage and act on suggestions from your employees for improving the customer experience? How easy is it for your customers to give you feedback? How often do you visit or work in your customer facing areas? Could you tell me your top 5 customer complaints this week? How do you plug customer feedback back into your organisation so that it impacts change? Do you and your staff use your own products and services? 28. M oodrollercoaster Op#mis#c+endless possibili#es!Illdoit oneday Excitedandempowered! Finallyaplaceofourown DampeningEnthusiasm10 minutestoevengetinthedoor oftheopenhome AnxiousanddeatedWillwe evergetsomething? Thrilled(andali?lescared) Wegotit! Caughtoguard Bodycorporate? $500fornew locks?Whoelse wantsmoney? Dreaming Nosavingsplan Justathoughtatthe moment Looking Star8ngasavingsplan Lookingatwhatyoucan aord+themarket Finding Choosingyourbank Agreeingyourdeposit+ buyingrange GeDngpre-approved GeDng Makingoers GeDngrejected Goingtoauc8ons Buyingahouse Owning Movingin Becomingahomeowner Planninganyrenova8ons thatareneeded Supposeits8me togrowup? Yougettothepoint whereyouresick oflivingwith people Itsthenextphase ofmylife.Iwill doitatsome stage! ButmaybeI shouldgo overseasrst? Thereisalotof stopping.Andyou makeserioussavings planse.gyoumovein withyourparents, stopbuyingluxuries, stopgoingout,work outkiwisaverop8ons, livingothesmellof anoilyrag Ques8onsonyour mindhowmuch willIneedtosave? HowwillIsave? Howlongwillit take? Lookingat Trademe,Herald homes,theodd openhomeifit tswithyour schedule Youhaveachecklist ofwhatyouwant e.g2bed,Herne Bay,$450k Youhaveto compromiseona lotofthings.Now its1bedroom, westmere,500k Property pressonthe kitchentable Everyonehasan opinion,who shouldIbelieve? Realitycheckkicks in! Awkwardcar journeyswith estateagentson pre-arranged appts Openhomescan behorric! Decep8onbecomesthe normlow500s becomes680,photos lookcompletely dierenttoreality GeDngontopof thenancesand demys8fying, xed,oa8ng, repayments Losingahousethat youemo8onally boughtinto sucks!Icould seeusbeingso happythere! Youfeelbadwas8ng 8meoffriends/ familywhocameto lookorsurveya houseonlytoloseit Nottomen8onthe costofbuilders reports/LIM reports Auc8onsarehighly chargedatmospheres alleyesonyou Doyouwanttolosethis for$1,000? Pre-approvalscan expireIhadto apply38mesfor pre-approval DidIchoosethebest mortgageop8on? Moneyis8ghtnow thatyoupayinga mortgage.You havetoreally 8ghtenthepurse stringstoget throughthenext fewmonths WhatifIlosemyjob? Neverending surprisecosts. Rates,bodycorp, xingwindows, changinglocks, moving,garden clearout DidIpaytoomuch forthehouse? FirstHomeBuyerJourney Yoursalaryisabig driveronwhat youcanaord Tossingupop8ons inyourmind 29. We dont launch until the customer experience is right 30. All customers have a great experience. O2 customers have a VIP experience. Sally Cowdry, O2 Marketing Director 31. 2. Is a nice to do 32. 2. Is a nice to do 33. It must: show me the money! 34. Customer experience initiatives must drive revenue or reduce costs. 35. Customer experience initiatives must drive revenue or reduce costs. Otherwise why would you do it? 36. Find and fix the problems that are sapping your business Dan Hesse, Sprint CEO 37. $1.7 billion savings per year Find and fix the problems that are sapping your business Dan Hesse, Sprint CEO 38. Reduce the number of disclosures. Sales increase 25% 39. RAPP Customer Experience Impact Model Importance to customer Moments of Truth That Matter, Importance to business 40. 3. Is only relevant to retailers 41. 3. Is only relevant to retailers 42. Why I shop with Countdown 43. Why is my first bill so much! 44. Point of Purchase Document Folder In-box Welcome Brochure 7 Part SMS Programme Plan Conrmation Letter 3 Part Email Education Programme Education Bill Insert Mobile Welcome Site Welcome Call Telecom Mobile Welcome Experience Telecom mobile welcome experience 45. Banka cheque without leavingyour house. Bank a cheque without leaving your house 46. 4. Is a departments responsibility 47. 4. Is a departments responsibility 48. Culturally We all own the customer experience 49. Culturally We all own the customer experience Tactically Front line and operations deliver the experience 50. Culturally We all own the customer experience Strategically Marketing needs to design the experience Tactically Front line and operations deliver the experience 51. The Rise of the CCO 52. A dedicated customer experience sandbox 53. Busting the Myths! 1. Customer experience is the way we do things around here. 2. Customer experience MUST produce positive business outcomes. 3. Customer experience is relevant for all businesses who want to be around in 5 years. 4. Customer experience needs to show up throughout your organisation. 54. Where to start depends on where youre at Customer Experience Business Adoption Beginning Advanced 55. Where to start depends on where youre at Customer Experience Business Adoption Beginning Seeding the need 1.Voice of the customer toolkit. 2.Standing in your customers shoes workshops. 3.Undercover boss programmes. Advanced Delivering results 1.Designing Customer Journey prototypes 2.Piloting and optimising customer journeys Finding the burning plank 1.Customer Experience Impact Model 2.Customer Journey Mapping 56. Mayo Angelou 57. How are you making your customers feel? 58. Data enabled. Creatively inspired. Customer obsessed. Thank you! Emma McLean, Chief Happiness Officer [email protected] 027 412 8242 @emmamclean www.chiefhappinessofficerblog.com