Service touchpoints that driveCustomer Experience

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“Customer experience is the next competitive battleground. It’s where business is going to be won or lost."Tom Knighton

Presented by: Dr. Ashish Thomas

Table of Contents

2Presented by: Dr. Ashish Thomas

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11 • Methodology22 • What is Customer Experience33 • Focus of Customer Experience44 • Significance of Customer Experience55 • Dimensions of Customer Experience 66 • Customer Experience Ecosystem77 • Impacts of Customer Experience88 • Customer Experience Roadmap99 • Cx Strategies - Digital

1010 • Cx Strategies - Humanistic11 • Cx Strategies - Integration

• Cx i-Platform

What is the common factor?

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Methodology

Ontology Taxonomy Choreography1 2 3

Define and characterize customer experience(CX)

from the eyes of the customer.

Identify and characterize CX based on impact levels that customers can think, feel,

act, sense and relate.

Analyze integration of diverse customer experiences that shape responses to holistic

customer experience.

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What is customer experience

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Key differentiator Results in exceptionally high consumer expectations Creates a distinctive and rich mark on their customers.

CX has emerged as the new competitive battlefield

Focus of Customer Experience

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Customer-centric mindset is needed.Customer Experience must be at the epicenter of a brand’s DNA.

Significance of Customer Experience

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Dimensions of Customer Experience

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CX is the result of customer interaction with the firm’s front-line staff, service environment, service technologies and systems.

CX is multidimensional and created by 5 strategic building blocks: Cognitive experience (think) Affective experience (feel) Physical experience (act) Sensory experience (sense) Social identity experience (relate)

CX is the sum total of the take away feeling or impression from interactions that the customer has with the company’s products, services and the business.

CX includes ALL touchpoints in pre-purchase, purchase and post-purchase stages. Results from direct contact Results from indirect contact

Customer Experience Ecosystem

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Multiple touchpoints while customers explore, discover, buy, and engage with brands/products the touchpoints overlap and influence the overall CX ecosystem

Internet impacts the customer journey intersecting multi-touchpoints stores, kiosks, tablets, call centers, mobile devices, social media, and others results in complex overlapping patterns affecting overall CX ecosystem.

Managing multiple customer touchpoints and diverse complex interactions with the ultimate goal of creating an integrated and aligned customer feeling.

The digital customer experience strategy balances company goals and strategy with user expectations (the “who”) and describes the intended experience (the “how”).

Managing the correlations of customer experience with customer satisfaction, customer loyalty and customer retention.

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Companies that deliver consistent customer experiences tend to have higher levels of loyalty (customer satisfaction) and long-term customer lifetime value (customer retention). This helps explain why companies that are customer experience leaders have outperformed the broader stock market, with stock portfolios generating 35% higher returns over the past eight years than the S&P 500.

Source: Watermark Consulting’s 2015 Customer Experience ROI Study.

Impacts of Customer Experience

34%

28%

38% Improve CustomerSatisfaction

Improve CustomerRetention

Improve ROI

Customer Satisfaction Retention Loyalty (keep existing business with company)

Enrichment Loyalty (Buy additional products or services from company)

Advocacy Loyalty (recommend the company's products or services to others)

Customer Experience Roadmap

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Cx Strategy – Digital Strategies

Identify customers’ channel preferences, content needs, engagement frequency, that provides value.

Integrate multiple channels to deliver effortless customer journeys and seek continuous improvement.

Create and manage personalized online experiences across website, mobile and social channels

Incorporate Ecommerce to serve customers across many digital touchpoints for a seamless experience.

Select web and mobile analytics to investigate usage to support optimisation and improvement efforts.

Design a creative digital experience by site design & usability, campaign pages, content, and Ecommerce.

Integrate and automate customer data from back-office systems to equip frontline staff serve better.

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Facilitate general support through active listening, effective questioning, superior communication skills by managing the flow and pace of interaction.

Enable superior billing support by engaging active listening, effective questioning, articulating, providing billing status and addressing billing inquiries employing the information provider skills.

Person-to person encounters focussed on sales support employs product consultant and sales skills to probe customers’ interest and match products/services by articulating the benefits to customers.

Deliver exceptional service support by employing problem solving skills to isolate problems accurately, identify root causes and engage customers’ in troubleshooting, verifying solution and driving FCR.

Advance mobile engagement efforts with customers by integrating of customer data for frontline staff.

Cx Strategy – Humanistic Strategies

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Cx Strategy – Integration Strategies

Integrate the building blocks of cognitive experience (think), affective experience (feel), physical experience (act), sensory experience (sense) and social identity experience (relate).

Customer experience-centric organizations recognize that integration of technology with people and processes are critical.

The most cost-effective strategy for a seamless and holistic customer experience is leveraging an integrated CX i-platform.

A unified platform that delivers multiple touchpoint and optimizes customer engagement across all channels for cloud based, site based or hybrid environment.

Integration of digital and humanistic strategies create the overall customer experiences packed with richer engagement opportunities.

CX i-Platform

15Adapted "Omnichannel Customer Experience Best Practices | Genesys", 2016

Bibliography

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16Presented by: Dr. Ashish Thomas