Whatiscustomerexperienceclearactionbiz 130310160247-phpapp02
-
Upload
managing-partner-3xc-global-partners-darori-capital-luxemborg-start-up-nation-icritical-canvas -
Category
Documents
-
view
364 -
download
0
description
Transcript of Whatiscustomerexperienceclearactionbiz 130310160247-phpapp02
Customer Experience includes all of the steps a buyer takes to get and use a solution, from the time of a buyer’s realization of a
need until the buyer deems the need no longer exists.
Customer Experience Management is a composite of customer management efforts.
(Customer management efforts include CRM, customer care, and all other customer management efforts/tools.)
Customer Experience Optimization is company-wide alignment with buyer priorities to
grow both revenue and profit naturally.
(Go beyond the sizzle to the substance – hassle-free products, services, processes, and policiesare the primary source of memorable, recommendable, rebuy-ready experiences.)
An entity would not exist without customers. Hence, the purpose of your job & of your company is to serve customer needs,
with profit as a necessary and desirable byproduct of doing so. © Copyright ClearAction LLC. All rights reserved.
What is Customer Experience?
© Copyright 2013 ClearAction LLC. All rights reserved.
The Purpose of Business
“The customer is the foundation of a business & keeps it in existence. He alone gives employment.”
-- Peter Drucker, 1954
= Serve Customer Needs
Customers make paychecks & budgets possible ⋯ shareholders leave when customers leave
– not the other way around.
What Do Customers Buy?
DesiredOutcomes
© Copyright 2013 ClearAction LLC. All rights reserved.
What?Customers don’t want a product or service per se; they want a
desired outcome – something they intend to integrate with
other things to fulfill a “job-to-be-done” in their life or business.
Who?A customer is anyone who weighs in on the decision to get something and/or uses
what is obtained.
Customers are trying to run their business smoothly & satisfy their customers.Everything you do must support this.
Your Offerings / Solutions
What a Customer Wants
Means-to-an-End
What is the Customer Experience?
DesiredOutcomes
What a Customer Wants
Emotional
Functional
NeedAwareness
NeedExtinction
Circumstances
© Copyright 2013 ClearAction LLC. All rights reserved.
Start / End?The customer experience begins when a customer is aware of a desired outcome,
and it ends when he/she no longer perceives that need.
What is Good/Bad?Functional and emotional value
judgments are intertwined across the customer experience.
What is Expected?The circumstance (trigger) driving the
buyer’s pursuit of their desired outcome shapes their expectations.
What You Provide is a Means-to-an-End
DesiredOutcomes
Means-to-an-End
Your Offerings / Solutions
Emotional
Functional
NeedAwareness
NeedExtinctionCircumstances
Your solution is a means to the customer’s pursuit of a job-to-be-done in their life or
business.
© Copyright 2013 ClearAction LLC. All rights reserved.
What a Customer Wants
All of Your Work Impacts Customers
Product Service
Business Model
Affinities Convenience
Policies Processes
Culture
DesiredOutcomes
Means-to-an-End
Emotional
Functional
NeedAwareness
NeedExtinctionCircumstances
Your culture, processes, brand affinities, convenience, and business model – inaddition to your product/service – collectively impact the customer experience.
© Copyright 2013 ClearAction LLC. All rights reserved.
Your Offerings / Solutions
What a Customer Wants
Customer Experience Spectrum is More Than Touch-pointsNeed
AwarenessNeed
Extinction
EvaluatingAlternatives
AdditionalInformation
SalesContact
Posters, Flyers, Ads, Word-of-Mouth, Website
OrderingActivities
FulfillmentActivities
Problem ResolutionCross-Sell, Community
Initial UseExperience
Familiarization& Learning
Usage Steps
Customer touch-points are managed by most companies to support the buyer’s evaluation of alternatives, need for additional information, initial use experience,
familiarizing and learning, and of course the product/service usage steps.
Typically, the company addresses customer touch-points through marketing messages,sales contact, ordering and fulfillment processes, and customer service to
resolve problems, cross-sell and build community among buyers.
© Copyright 2013 ClearAction LLC. All rights reserved.
Customer Experience Spectrum is More Than Touch-pointsNeed
AwarenessNeed
Extinction
InitiatingSituation
ConsideringNeeds
IdentifyingAlternatives
EvaluatingAlternatives
InitialAssessment
AdditionalInformation
Decision Process
SalesContact
Posters, Flyers, Ads, Word-of-Mouth, Website
OrderingActivities
FulfillmentActivities
Problem ResolutionCross-Sell, Community
Initial UseExperience
Familiarization& Learning
Adaptation,Extension,Disposal
Usage Steps
Look at the Whole Customer Experience
Further CX innovation opportunities exist by addressing the customer’sbehind-the-scenes steps in their pursuit to fulfill a desired outcome.
© Copyright 2013 ClearAction LLC. All rights reserved.
Customer Experience Spectrum is More Than Touch-pointsNeed
AwarenessNeed
Extinction
EvaluatingAlternatives
AdditionalInformation
SalesContact
Posters, Flyers, Ads, Word-of-Mouth, Website
OrderingActivities
FulfillmentActivities
Problem ResolutionCross-Sell, Community
Initial UseExperience
Integration withOther Solutions
Familiarization& Learning
Usage Steps
Customers Integrate Your Solution with Others
For the most accurate view of customer experience, center your thinking on the customer’s desired outcome – something they intend to integrate with other things to
fulfill a “job-to-be-done” in their life/business.
InitiatingSituation
ConsideringNeeds
IdentifyingAlternatives
InitialAssessment
Decision Process
Adaptation,Extension,Disposal
© Copyright 2013 ClearAction LLC. All rights reserved.
TotalCosts
MoneyTimeEnergy
Concern
TotalBenefit
ProductServicePersonnelImage
Effective Outcomes Efficient Outcomes
Cost/Benefit Analysis is a Subconscious Process
Buyers subconsciously “calculate” trade-offs of scenarios as value ratios of effective and efficient outcomes.
© Copyright 2013 ClearAction LLC. All rights reserved.
How effective were your outcomes?
How efficient were your outcomes?
For theexample
of a service yourecentlyreceived:
Mark each:+ desired- undesired
Exercise:
Value Quotient Weighs Desired/Undesired Outcomes
Desired Outcomes
Undesired Outcomes= Value Quotient
Outcome A Outcome B Outcome C Outcome D
Solution A
Solution B
etc.
Valu
e Q
uotie
nt
Circumstance
Ideal
TotalCosts
MoneyTimeEnergy
Concern
TotalBenefit
ProductServicePersonnelImage
Effective Outcomes Efficient Outcomes
© Copyright 2013 ClearAction LLC. All rights reserved.
Customer Experience includes all of the steps a buyer takes to get and use a solution, from the time of a buyer’s realization of a need
until the buyer deems the need no longer exists.
(1) CX occurs far in advance of customer service, it is broader than touch-points and user experience, and its duration and components are determined by the customer, not the company.
(2) Transactions are COMPONENTS of CX, but not THE CX.
(3) Functional, emotional and social elements are customers’ built-in value judgments across the CX.
(4) Customers don’t buy a product or service per se; they buy a desired end-result, something they integrate with other things to fulfill a “job-to-be-done” in their life/business.
(5) The core of excellent CX is having the right product/service work the right way the first time and every time, supported by the right processes, policies, attitudes and decisions.
© Copyright ClearAction LLC. All rights reserved.
Emotional
Functional
NeedAwareness
NeedExtinction
Circumstances
DesiredOutcomes
What Customer Buys
Customer Experience Management is a composite of customer management efforts.
(1) Customer management efforts include CRM, customer loyalty, customer care, and other customer management efforts.
(2) Technologies are facilitators of CEM, but they are not in and of themselves CEM.
(3) If what you’re doing isn’t company-wide or addressing the full customer experience, then it isn’t truly CEM – it’s a “component” of CEM!
(4) Most efforts to manage CX begin with a focus on revenue growth – a company-centric view; it is best to focus on the buyer’s perspective as a more reliable means to revenue growth.
© Copyright ClearAction LLC. All rights reserved.
TotalCosts
MoneyTimeEnergy
Concern
TotalValue
ProductServicePersonnelImage
EffectiveOutcomes
Efficient Outcomes
Customer Experience Optimization is company-wide alignment with buyer priorities to
grow both revenue and profit naturally.
(1) Prevention of surprises is the essence of CX optimization: delivering your brand promise and managing customer expectations.
(2) Doing it right the first time, by every functional area, naturally endears your brand to customers for natural demand and maximized positive word-of-mouth.
(3) Company-wide cross-functional collaboration is essential to innovate the customer experience for sustainable differentiation.
(4) Alignment of the company to the target buyer prevents wasted time and costs, for higher margins.
© Copyright ClearAction LLC. All rights reserved.
Product Service
Business Model
Affinities Convenience
Policies Processes
Culture
DesiredOutcomes
What Customer Buys
CEM articles, podcasts, statistics:www.ClearAction.biz/best-practices
tel +1 408 687 9700