Understanding CX: How customer focussed are you, actually?
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Understanding CX: How Customer focussed are you, actually? Customer Value Engineering
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Transcript of Understanding CX: How customer focussed are you, actually?
Understanding CX:How Customer focussed are you, actually?
Customer Value Engineering
First of three talks TODAY
Cloud Management, Services, Application and
FINTECH Theatre
13:05 - 13:30
Software Architecture, DevOps and FINTECH
Theatre14:05 - 14:30
Understanding CX:How Customer focussed
are you, really?
It's no one's fault, it's in the process!”:
IT service management in the Cloud era
"... and Bob's your uncle.”
Navigating the sea of Cloud offerings for business
opportunitiesInnovations and Showcase
theatre
15:35 – 16:00
Are you:
A cloud service customer,
A cloud service provider,
… or both?
Lend me your ears…
We’re stuck.
Providers at a trade fair …
Customer’s reaction often is:
Image © shrek.wikia.com
“Everyone can be super! And when everyone's super …
no one will be.”-- Syndrome, The Incredibles Disney, 2004
It needs a lot of energy to overcome barriers…
Time
Ske
ptic
ism
/R
esis
tanc
e
Deal closed
But, what about my reward programmes!?
Simple: Reward programmes are toxic.
Punished by RewardsThe Trouble with Gold Stars, Incentive Plans, A’s, Praise, and Other Bribes
Boston: Houghton Mifflin, 1993 / 1999
Makes the case against using rewards with students, children, and employees; lengthy chapters offer alternatives to traditional carrot-and-stick practices at school, at home, and at work.
Security – Proactive provisions aimed at preventing intrusion and breaches.
Safety – Responsive provisions to contain breaches, and to safeguard assets.
Trust – A customer’s belief in a providers capability to deliver security and safety.
CX perspective on Trust
Now what?
What is our catalyst for business growth?
And where do we find it?
Image © Robin Müller
The answer lies within yourself.
Trust is the result of emotions and experience.
Time
Trus
t
Customer
CXfocus
They are garnered on a journey – the Customer’s Journey
Awareness
Attention
Access
Action
Achievement
Advocacy• Awareness of facts
• Attention to benefits
• Access to solutions
• Actions are simpler, …
• Achievement is greater
• Advocacy is rewarding
Customer Experience: Making the difference.
User Experience
Awareness
Attention
Access
Action
Achievement
Advocacy
Customer CareCustomer Experience
= + +
Customer experience is the combination of
Acquisition – the rate at which a business is growing its customer baseRetention – the ability to minimise loss of customersEfficiency – customer growth exceeds growth of cost of provision.
ACX R E
Conclusions.
Understand your customer, and you will understand your business.
Every customer takes their journey at their own pace.
Appreciate every customer’s experience.Awareness
Attention
Access
Action
Achievement
Advocacy
Awareness
Attention
Access
Action
Achievement
Advocacy
Tell stories about problems (Security), so the subject feels real, and their resolution (Safety)
creates Trust.
Advocates are believers. They can be 7 times more convincing than even
great salesmen! Buy this!!! Okay!
Thank you!Michel Drescher & Roger Williamshttp://intelligentlinking.co.uk
Customer Value Engineering
Facts on Customer Experience.(Supplemental information)
22% of customers
believe companies truly
understand their needs
11% of customers get a
consistent answer to the same question
86% of customers will pay up to 25%
more for a better customer
experience
3.85% of unhappy
customers actually complain
1% of customers
believe that their
expectations for a good
customer experience will
be met.
90% of customers trust
and act on referrals from people they
know
81% of companies
believe they fully understand their customer
needs
10% of companies feel their company
effectively articulates their business value
60% of companies with
leading edge customer
experience practice are ‘extremely profitable’
70% of companies resolving a customer
complaint leads to loyalty
81% of companies with
strong capability and competence in
customer experience,
outperform their competitors
11% of companies ask
satisfied customers for
referrals
Awareness Attention Access Action Achievement Advocacy
Cust
omer
Per
spec
tive
Com
pany
Per
spec
tive
Sources: HBR, Peppers & Rogers, Harris Research, IBM Research, ThinkNow research, US Government, Temkin Research, HelpScout,
Closing the gap
81% of organisations believe they have a
complete understanding of their customers needs
22% of consumers feel average brands understand them.
37% of consumers believe their FAVOURITE brands understand them
IBM Research Analytics
You think: But …
90% of customers
• Trust and act on referrals from people they know
70% of online customers • Trust the opinion of ‘other people’ on-line
Source RightNow
89% of customers
• Will switch to your brand for a better customer experience
Source - Oracle Research
• Will switch from your brand following a BAD customer experience
Source - RightNow
79% of customers
• Who complain are ignored!
Of the 21% that get a response, • 22% of these go on to say something very positive about the provider
Source Lee International
• Nearly 5% of all your customers may be your catalysts.
1% of customers
• Feel that their expectations for a good experience will be fully met.
Source Lee International
86% of customers
• Will pay up to 25% more for a better customer experience
Source RightNow
