Sidewalk Event - Why CX matters by mikael vandeskelde
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Transcript of Sidewalk Event - Why CX matters by mikael vandeskelde
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â
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WHY CUSTOMER EXPERIENCE MANAGEMENT MATTERS
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Importance CXMCX pyramidCX frameworkMeasure CXChallenges for marketersCase
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GOOD EXPERIENCE?
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PAY EXTRA?
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BAD EXPERIENCE?
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COMPLAIN?
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IMPORTANCE PRICE?
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IMPORTANCE CXHistory
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1900 – 1960 PRODUCTION
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1960 – 1990 DISTRIBUTION
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1990 – 2010 INFORMATION AGE
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2010 - ... THE AGE OF THE CUSTOMER
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“I TRAIN FAT RICH GUYS AND THEN GET THEM LAID”
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IMPORTANCE CXStats
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WHY CX MATTERS -COSTS
It costs 6-7 times more to acquire a new customer than retain an existing one.
Bain & Company
A 2% increase in customer retention has the same effect as decreasing costs by 10%.
Leading on the Edge of Choas, Emmet Murphy & Mark Murphy
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WHY CX MATTERS -LOYALTY
Price is not the main reason for customer churn, it is due to the overall poor quality of customer service.
Accenture global customer satisfaction report 2008
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WHY CX MATTERS -SATISFACTION
A dissatisfied customer will tell between 9-15 people about their experience. Around 13% of dissatisfied customer tell more than 20 people.
White House Office of Consumer Affairs
Happy customers who get their issue resolved tell about 4-6 people about their experience.
White House Office of Consumer Affairs
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WHY CX MATTERS -SATISFACTION
96% of unhappy customer don’t complain, however 91% of those will simple leave and never come back.
1 Financial Training Services
It takes up to 12 positive experiences to make up for one unresolved negative experience.
“Understanding Customers” by Ruby Newell-Legner
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WHY CX MATTERS -REVENUE
55% of customer would pay extra to guarantee a better service.
Defaqto Research
Commerce spending for new customer is on average $24.50, compared to $52.50 for repeat customers.
McKinsey
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WHY CX MATTERS -REVENUE
The probability of selling to an exisiting customer is 60 – 70%. The probability of selling to a new prospect is 5 – 20%.
Marketing Metrics
Customers who rate you 5 on a scale from 1 to 5 are six times more likely to buy from you again, compared to ‘only’ giving you a score of 4.8.
TeleFaction data research
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CX PYRAMID
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GOOD EXPERIENCE
MEET NEEDS
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GOOD EXPERIENCE
MEET NEEDS
EASY
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GOOD EXPERIENCE
MEET NEEDS
EASY
ENJOYABLE
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CX FRAMEWORK
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CUSTOMER EXPERIENCE FRAMEWORK
5. BEHAVIOUR CHANGE4. ACCUMULATED CX3. CX STAGE2. MARKETING STRATEGY1. CUSTOMER
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CUSTOMER EXPERIENCE FRAMEWORK
5. BEHAVIOUR CHANGE4. ACCUMULATED CX3. CX STAGE2. MARKETING STRATEGY1. CUSTOMER
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CUSTOMER EXPERIENCE FRAMEWORK
5. BEHAVIOUR CHANGE4. ACCUMULATED CX3. CX STAGE2. MARKETING STRATEGY1. CUSTOMER
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CUSTOMER EXPERIENCE FRAMEWORK
5. BEHAVIOUR CHANGE4. ACCUMULATED CX3. CX STAGE2. MARKETING STRATEGY1. CUSTOMER
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CUSTOMER EXPERIENCE FRAMEWORK
5. BEHAVIOUR CHANGE4. ACCUMULATED CX3. CX STAGE2. MARKETING STRATEGY1. CUSTOMER
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CUSTOMER EXPERIENCE FRAMEWORK
5. BEHAVIOUR CHANGE4. ACCUMULATED CX3. CX STAGE2. MARKETING STRATEGY1. CUSTOMER
MODERATING VARIABLE:- SITUATION: Location / Macro-economicsCulture / Season
- CONSUMER:Socio-demographics
- SOCIAL ENVIRONMENT
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CX = COMPLEX & CHALLENGING TO CONTROL
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MEASURE CX
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CX MEASUREMENT PROGRAM
1. Choose customer segments
7. Insights6. Identify CX issues5. Targets4. Data collection3. CX metrics2. Which experience1. Segments
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CX MEASUREMENT PROGRAM
2. Select which experiencesyou want to measure7. Insights6. Identify CX issues5. Targets4. Data collection3. CX metrics2. Which experience1. Segments
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CX MEASUREMENT PROGRAM
3. Pick CX metrics for each experience7. Insights6. Identify CX issues5. Targets4. Data collection3. CX metrics2. Which experience1. Segments
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CX MEASUREMENT PROGRAM
4. Design a data collection strategy
7. Insights6. Identify CX issues5. Targets4. Data collection3. CX metrics2. Which experience1. Segments
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CX MEASUREMENT PROGRAM
5. Set targets for each CX metric
7. Insights6. Identify CX issues5. Targets4. Data collection3. CX metrics2. Which experience1. Segments
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CX MEASUREMENT PROGRAM
6. Identify and act on CX issues
7. Insights6. Identify CX issues5. Targets4. Data collection3. CX metrics2. Which experience1. Segments
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CX MEASUREMENT PROGRAM
7. Share insights gained from CX measurement7. Insights6. Identify CX issues5. Targets4. Data collection3. CX metrics2. Which experience1. Segments
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LISTEN TO YOUR CUSTOMERS
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CHALLENGES FOR MARKETERS
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BUSINESS –SCATTERED DATA
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PROFILE CUSTOMER
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PROFILE CUSTOMER –INFORMATION OVERLOAD
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PROFILE CUSTOMER –ALWAYS CONNECTED
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PROFILE CUSTOMER –EMPOWERED
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PROFILE CUSTOMER –RUTHLESS
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EXPECATIONS CUSTOMER –PERSONALIZED EXPERIENCE
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EXPECATIONS CUSTOMER -RELEVANT OFFERS
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EXPECTATIONS CUSTOMER –OMNI-CHANNEL EXPERIENCES
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THE ONE GIFT ALL TECHNOLOGY GIVES YOU IS THE ABILITY TO BE MORE HUMAN.
Brian Solis
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CASE
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CHALLENGE – LEGAL
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CHALLENGE – SECURITY
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CHALLENGE –SCATTERED DATA
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CHALLENGE –PROFILE CUSTOMER
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PROFILE CUSTOMER –INFORMATION OVERLOAD
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INTEGRATED OMNI-CHANNEL EXPERIENCE
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CUSTOMIZED -PERSONALIZED EXPERIENCE
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PERSONAL RELATIONSHIP
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MEASURE CX –CLIENT SATISFACTION SURVEY
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KEY TAKE-AWAYS
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CX MATTERS
VALUE – EASY - ENJOYABLE
COSTS – LOYALTY – SATISFACTION - REVENUE
IMPACT ENTIRE ORGANIZATION
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ONE MORE THING
MASTERCLASS CUSTOMER JOURNEY MAPPING
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MASTERCLASS
THEORY – PRACTICE – HANDS-ON
1 DAY – 475 € - DATE: MAY 10
PERSONAS - MAPPING – CLC - OMNI-CHANNEL
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THANK YOU