Why Customer Satisfaction Surveys Aren't Customer Centric
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Transcript of Why Customer Satisfaction Surveys Aren't Customer Centric
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www.ClearActionCX.com
Why Satisfaction Surveys
are Not Customer-Centric-- And What to Do About It
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all other concerns
What is Customer-Centric?
“centric” having a specific thing as the focus of attention & efforts
“culture”
A group’s ways of thinking and doing
customer
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Are You Really Customer-Centric?
CMO Council: Customer Affinity Study
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Are You Really Customer-Centric?
59%
75%
Our Service is
Above-Average
Your Service
Left Me
Somewhat
to Extremely
Dissatisfied
Accenture: Delivering the Promise StudyCMO Council: Customer Affinity Study
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Are You Really Customer-Centric?
59%
75%
Our Service is
Above-Average
Your Service
Left Me
Somewhat
to Extremely
Dissatisfied
Accenture: Delivering the Promise StudyCMO Council: Customer Affinity Study
76%Want to Differentiate Customer Experience
24%Other Focus
52%Have a VoC Program
48%Not Actively Capturing VoC
Forrester Research: The State of Customer Experience, 2011
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What’s the Customer’s Perspective?
Emotional
Functional
DesiredOutcome
What the Customer Buys
NeedAwareness
NeedExtinction
Circumstances
Customer’s World
• 95% unconscious thought,
emotion and learning
• 80% non-verbal
• 50-150 emotional and functional
automatic evaluations
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What’s the Customer’s Perspective?
Emotional
Functional
DesiredOutcome
What the Customer Buys
NeedAwareness
NeedExtinction
Circumstances
Customer’s World
• 95% unconscious thought,
emotion and learning
• 80% non-verbal
• 50-150 emotional and functional
automatic evaluations
• CX duration defined by customer
• Desired outcome, duration, and
evaluations differ by circumstance
• Present & future ≥ the past
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What’s the Customer’s Perspective?
Emotional
Functional
DesiredOutcome
What the Customer Buys
NeedAwareness
NeedExtinction
Circumstances
Customer’s World
• 95% unconscious thought,
emotion and learning
• 80% non-verbal
• 50-150 emotional and functional
automatic evaluations
• CX duration defined by customer
• Desired outcome, duration, and
evaluations differ by circumstance
• Present & future ≥ the past
• Other roles as buyer weigh-in
• “Competitors” are all available
alternatives
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Notes on Making Surveys Customer-Centric
Design Surveys About the Customer’s World
• Use metaphor research to identify
• What really matters to customers
• Personal & social emotional implications
• How they arrange their expectations subconsciously
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Notes on Making Surveys Customer-Centric
Design Surveys About the Customer’s World
• Use metaphor research to identify
• What really matters to customers
• Personal & social emotional implications
• How they arrange their expectations subconsciously
• Use circumstance-focused desired outcome research to discover
customers’ 50-150 automatic evaluations (built-in metrics of value)
• Find ways to monitor
• The full duration of the customer’s experience
• Customer confidence in the present & future
• Alternatives the customer has toward the desired outcome
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What is a Customer-Centric Survey?
Company’s World
• Secure jobs, investors,
internal satisfaction
• Functional specialization
• Features, attributes, brand
CX Enablers
Customer’s World
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© Copyright ClearAction. All rights reserved.
What is a Customer-Centric Survey?
Company’s World
• Secure jobs, investors,
internal satisfaction
• Functional specialization
• Features, attributes, brand
CX Enablers
Customer’s World
• Use your service or product
with or for something
• Wouldn’t buy if didn’t have to
• Easiest & nicest to get & use
CX Outcomes
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What are the Customer Experience Enablers?
Emotional
Functional
DesiredOutcomes
What Customer Buys
Means-to-an-End
Firm’s Solution
NeedAwareness
NeedExtinctionCircumstance
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What are the Customer Experience Enablers?
Product Service
Business Model
Affinities Convenience
Policies Processes
Culture
Emotional
Functional
DesiredOutcomes
What Customer Buys
Means-to-an-End
Firm’s Solution
NeedAwareness
NeedExtinctionCircumstance
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Explore the Entire Customer Experience
Customer Experience Spectrum is More Than Touch-points
NeedAwareness
NeedExtinction
SalesContact
Word-of-Mouth, AdsSocial Media, Website
OrderingActivities
FulfillmentActivities
Problem ResolutionCross-Sell, Community
Usage Steps
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Explore the Entire Customer Experience
Customer Experience Spectrum is More Than Touch-points
NeedAwareness
NeedExtinction
InitiatingSituation
ConsideringNeeds
IdentifyingAlternatives
EvaluatingAlternatives
InitialAssessment
AdditionalInformation
Decision Process
SalesContact
Word-of-Mouth, AdsSocial Media, Website
OrderingActivities
FulfillmentActivities
Problem ResolutionCross-Sell, Community
Initial UseExperience
Integration withOther Solutions
Familiarization& Learning
Adaptation,Extension,Disposal
Usage Steps
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Monitor Forces on the Customer’s World
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Monitor Forces on the Customer’s World
Gatekeepers:
Control the flow of info
to others in the buying center
Deciders:
Actually choose the products
Buyers:
Select suppliers &
negotiate terms of purchase
Influencers:
Help develop the specs
& evaluate products
Users:
Actually use the products
Initiators:
Request the products Approvers:
Authorize the proposal
B2B Influences
On Buy Decision
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Notes on Making Surveys Customer-Centric
Design Surveys About the Customer’s World
• Focus on customer experience outcomes, not enablers
• Map CX enablers (legacy survey data) to desired outcomes
• Resist the temptation to ask customers about enablers
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Notes on Making Surveys Customer-Centric
Design Surveys About the Customer’s World
• Focus on customer experience outcomes, not enablers
• Map CX enablers (legacy survey data) to desired outcomes
• Resist the temptation to ask customers about enablers
• Expand customer experience enablers mapping
• Product, service, business model, conveniences, affinities
• Policies, processes, culture
• Suppliers, channel, alliances, partners
© Copyright ClearAction. All rights reserved.
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Notes on Making Surveys Customer-Centric
Design Surveys About the Customer’s World
• Focus on customer experience outcomes, not enablers
• Map CX enablers (legacy survey data) to desired outcomes
• Resist the temptation to ask customers about enablers
• Expand customer experience enablers mapping
• Product, service, business model, conveniences, affinities
• Policies, processes, culture
• Suppliers, channel, alliances, partners
• Keep a pulse on behind-the-scenes forces
• Additional steps leading to and from touch-points
• Players in the full supply chain
• Players in multiple-influencer decision-making© Copyright ClearAction. All rights reserved.
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Fall in Love: Insatiable Curiosity about Customer
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Explore the Customer’s Automatic Evaluations
Past Current Future Ideal
Desired Outcomes
Undesired Outcomes= Value Quotient
Solution A
Solution B
etc.
Val
ue Q
uotie
nt
Circumstance
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Explore the Customer’s Automatic Evaluations
Past Current Future Ideal
Desired Outcomes
Undesired Outcomes= Value Quotient
Solution A
Solution B
etc.
Val
ue Q
uotie
nt
Circumstance
Outcome A Outcome B Outcome C Outcome D
Solution A
Solution B
etc.Val
ue Q
uotie
nt
Circumstance
Ideal
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Manage by Customer Experience Personae
Desired Outcomes
Circumstances
Undesired Outcomes
Integrations
Value Criteria
Ultimate Objective
(Functional, Social, Personal) (Metric, Rank, Frustration)
Value Criteria
Current Solutions(Use, Ad-hoc, Barriers)
Observations
Increase …Increase …Increase …
Minimize …Minimize …Minimize …
(Functional, Social, Personal) (Metric, Rank, Frustration)
Customer’s Steps(Activities, Decisions)
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Design Surveys About Customer’s World
Desired Outcomes
Circumstances, Ultimate Objective, Integrations
Undesired Outcomes
(Functional, Social, Personal)
Current Solutions(Use, Ad-hoc, Barriers)
Increase …Increase …Increase …
Minimize …Minimize …Minimize …
(Functional, Social, Personal)
Customer’s Steps(Activities, Decisions)
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Map Customer’s World to Company’s World
Desired Outcomes
Circumstances, Ultimate Objective, Integrations
Undesired Outcomes
(Functional, Social, Personal)
Current Solutions(Use, Ad-hoc, Barriers)
Increase …Increase …Increase …
Minimize …Minimize …Minimize …
(Functional, Social, Personal)
Customer’s Steps(Activities, Decisions)
Product Service
Business Model
Affinities Convenience
Policies Processes
Culture
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Use Legacy Survey Data for KPI Trending
Desired Outcomes(Functional, Social, Personal)
Customer’s Steps(Activities, Decisions)
Product Service
Business Model
Affinities Convenience
Policies Processes
Culture
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Plan Surveys to Inject Customer-CentricityThroughout the Company’s World
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Reality Check: What’s in it for the Customer?
Your CustomerPrograms
What customer programs are in place?
Your Viewpoint
How you get value
Customer’s Viewpoint
How they get value
Ratio
You / Customer(benefits, preventions, ratings) (benefits, preventions, ratings)
Your Customer Survey Questions
What survey questionsare in place?
Your Viewpoint
How you get value
Customer’s Viewpoint
How they get value
Ratio
You / Customer(benefits, preventions, ratings) (benefits, preventions, ratings)
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Notes on Making Surveys Customer-Centric
Design Surveys About the Customer’s World
• Take every opportunity possible to learn about customers
• Engage execs & employees enterprise-wide
• Stream relevant content to every department
• Consolidate sources by themes for 360-degree views
• Use value quotients to see customer’s viewpoint
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Notes on Making Surveys Customer-Centric
Design Surveys About the Customer’s World
• Take every opportunity possible to learn about customers
• Engage execs & employees enterprise-wide
• Stream relevant content to every department
• Consolidate sources by themes for 360-degree views
• Use value quotients to see customer’s viewpoint
• Leverage Customer Experience Personae as basis for:
• Customer-centric survey questions
• Mapping enablers (co. world) to outcomes (C world)
• Strategic decisions and tactical decisions
• Pulls together metaphor, circumstance, outcomes research
• Design survey with customer-centric culture in mind© Copyright ClearAction. All rights reserved.
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all other concerns
Summary: Are Your Surveys Customer-Centric?
“centric” having a specific thing as the focus of attention & efforts
“culture”
A group’s ways of thinking and doing
customer
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ClearActionCX.com/cx-books
If You Like These Concepts, Get the Book!
4 Keys Explained
30 Templates
Step-by-Step
Guidelines
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Resources about customer experience optimization
See more at http://ClearActionCX.com/best-practices
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For More About Customer Experience:
www.ClearActionCX.com/best-practices
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