For an updated version of this presentation: https://www.slideshare.net/clearaction/innovating-the-superior-customer-experience-125749896 Innovation is an essential source of growth and leadership. Innovation that ignores customer experience cannot be successful. Opportunities abound for leapfrogging your peers' market performance when you innovate the entire customer experience. See https://ClearAction.com

1. www.ClearActionCX.com
Innovating Customer Experience

2. What Is the Customer Experience?
Desired
End-Result
What Customer Buys
© Copyright ClearAction LLC. All rights reserved.

3. What Is the Customer Experience?
Emotional
Functional
Desired
End-Result
What Customer Buys
Means-to-an-End
Firm’s Solution
© Copyright ClearAction LLC. All rights reserved.

4. What Is the Customer Experience?
Product Service
Business Model
Affinities Convenience
Policies Processes
Culture
Emotional
Functional
Desired
End-Result
What Customer Buys
Means-to-an-End
Firm’s Solution
© Copyright ClearAction LLC. All rights reserved.

5. How to Define the Customer Experience?
Total
Costs
Money
Time
Energy
Psychic
Total
Value
Product
Service
Personal
Image
Desired
End-Result
Customer’s Perspective
© Copyright ClearAction LLC. All rights reserved.

6. Compare Solutions vs. End-ResultsFunction
Time
GEL
Technology
Impact
Desired
End-Result
Adapted from TechnologyAssessment for a Better Strategy, by John Milburn, Pragmatic
Marketing, Volume 5, Issue 1.
Offering
Exceeds
Desired
End-Result
Offering
Aligned to
Desired
End-Result
Offering
High-Value
to Desired
End-Result
Offering Solves
Higher
Order
End-Result
© Copyright ClearAction LLC. All rights reserved.

7. Build a Unified View Company-wide
Desired
End-Result
Sales
Service
Operations
Manufacturing
Channels
Engineering
Finance
Human Resources
Legal
Marketing
Quality
Safety
Suppliers
Partners
Facilities
Information Technology
Purchasing
etc.
© Copyright ClearAction LLC. All rights reserved.

8. Customer Experience Innovation Enablers
Desired
End-Result
Product Service
Business Model
Affinities Convenience
Policies Processes
Culture
Ideas
Adapted from The Innovator’s Guide to Growth, by Scott Anthony, Mark Johnson, Joseph Sinfield & Elizabeth Altman
Sufficient
Sustaining
Common Language
External Perspective
Traction
Mind-set
Resources
Favor Disruptive
Manage Uncertainty
Execution
Capabilities
Scalability
Channels/Alliances
Value Chain
© Copyright ClearAction LLC. All rights reserved.

9. Customer Experience Innovation Enablers
Desired
End-Result
Product Service
Business Model
Affinities Convenience
Policies Processes
Culture
Adapted from Innovation: The 5 Disciplines for Creating What Customers Want, by Curtis Carlson & William Wilmot
and Breakaway: Deliver Value to Your Customers, by Charles L. Fred
Customer
Needs
Value
Creation
Innovation
Champions
Innovation
Champions
Organizational
Alignment
x x
xx
Establish
Proficiency
Threshold
Accelerate
Accumulation
of Experience
Measure
Cycle Time
to Threshold
Proficiency
© Copyright ClearAction LLC. All rights reserved.

10. ClearActionCX.com
See the whole presentation in ClearAction Insiders!
© Copyright ClearAction LLC. All rights reserved.

11. ClearActionCX.com
If You Like These Concepts, Get the Book!
© Copyright ClearAction LLC. All rights reserved.
>30 Tools &
Techniques
Step-by-Step
Guidelines

12. ClearActionCX.com
If You Like These Concepts, Get the Book!
5 Keys Explained
>20 Tools &
Techniques
Step-by-Step
Guidelines
© Copyright ClearAction LLC. All rights reserved.

13. ClearActionCX.com
If You Like These Concepts, Get the Book!
4 Keys Explained
10 Templates
Step-by-Step
Guidelines
© Copyright ClearAction LLC. All rights reserved.

14. ClearAction Consulting Clients
“ClearAction taught us things
that wouldn’t readily cross our
minds and has increased our
efficiency & accuracy in many
areas. We highly recommend
ClearAction as a business
consultant.”
© Copyright ClearAction LLC. All rights reserved.
Partial List
Send us a note:
OptimizeCX@ClearActionCX.com

15. OptimizeCX@ClearActionCX.com
tel +1 408 687 9700
Lynn Hunsaker
ClearAction
company/clearaction-llc
+ClearActionCXO
CustomerExperienceOptimization