CREATING CUSTOMER LOVE STORIESSheridan Orr, Matchmaker

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Sheridan Orr,

Director of Product Marketing,

NICE

@SheridanOrr #CXLoveStories

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YOUR

CUSTOMERS A R E A L L D I F F E R E N T

a n d i n M o t i o n

And They Interact Differently

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Loyal

Lots of time

Prefers

face to faceComplex

issues

Needs

guidance /

help

Short on time

Quick

resolution

Direct /

expects

results

Prefers

the web

Social

Text / Chat

Mobile first

Will switch

supplier

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3%

8%

15% 15% 15%

11%

7%

6%

4%

11%

5%

0%

2%

4%

6%

8%

10%

12%

14%

16%

18%

0 1 2 3 4 5 6 7 8 9 10 11 12

% o

f re

sp

on

de

nts

No. of channels

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Customers use 5.6 channels on average, 97% of

customers are multi-channel users

Ave

rag

e 5

.6

97% use more

than one channel

1/3 use 7

or more

channels

My Story

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Know Me Know My Journey Know My Needs

Purchase

Card Stolen

Email Verification

Text Confirmation

No Response

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LOVE HAPPENS IN AN INSTANT

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Actually in 1/5 of a second

People can feel love toward

organizations or activities

Different moments matter

more

Those moments add up and

deepen the feelings

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LOVE IS A JOURNEY

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13

Web

SMS

Survey

IVR

Self Service

Survey

SurveyVoice

IVR

Self Service

IVR

Self Service

IVR

Self Service

Web

Web

SMS

Voice

Voice

Voice

Voice

Voice

Opportunity: Promote

web self-service

<3% using Web for next

contact

“Go to” Channel is

Voice

<20% have a

previous interaction

where they’ve tried

to self serve

Opportunity: Next Call

Prevention

17% Repeat Calls within

14 days

Opportunity: Next Call

Prevention

Multiple Repeat Call

instances

In a Journey, Different Moments Matter More

Customer

Pain

Love Is a Journey

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1

2

3

4

5

Raw Data

Time

Customer

Timeline

Cross Channel –

Contact Reasoning

Sequencing

Customer Journey

Personalizing the

experience across

all channels

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LOVE ISEMOTION

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Love Is Emotional

Ask

Observe

Act

Measure

Understand customer emotion from voice,

chat, emails and other channels.

Interpret data to see which actions you

should take to meet goals.

Analyze and share

your performance.

Survey customers across multiple channels.

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LOVE IS PERSONAL

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Not all customers want to be

treated the same

Different demographics have

different journeys

Personalization can create

one of those moments that

matter

Getting it wrong can create a

whole new set of problems

One Size Never Fits All

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Not all customers want to be

treated the same.

Different demographics have

different journeys.

Personalization can create

one of those moments that

matter.

Getting it wrong can create a

whole new set of problems.

Love Is Personal

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LOVE IS CONSISTENT

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When you find things your

customers love, you need to

operationalize them

When you find things they

hate, you need to dive in

deeper

Love Is Consistent

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LOVE IS SHARED

When You Have Happy Customers, They:

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Spend more

Stay longer

Share

positive

experiencesMake your

employees

love

working for

you

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THANK

YOU