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www.ClearActionCX.com
What is Customer Experience?
(1) Has a role in the decision/action to get something.
(2) Uses what is obtained.
© Copyright ClearAction LLC. All rights reserved. Page 2
What is a Customer?
© Copyright ClearAction LLC. All rights reserved. Page 3
What is Customer Experience?
Customers’ realities in selecting, getting, and using a solution
that enables a capability they want
Discipline of treating your customer relationships as assets
with the goal of engaging customers as brand advocates.
© Copyright ClearAction LLC. All rights reserved. Page 4
What is Customer Experience Management?
Natural customer passion for a brand
through company-wide alignment with buyer priorities
for enduring revenue and profit growth.
© Copyright ClearAction LLC. All rights reserved. Page 5
What is Customer Experience Optimization?
Bridge between voice-of-the-customer & customer engagement
to earn trust, loyalty, and enduring profit growth.
© Copyright ClearAction LLC. All rights reserved. Page 6
What is Customer Experience Enablement?
(The bridge that enables enduring CX ROI.
Ultimate goal is Customer Experience Optimization)
Customer Experience
All interactions people have with or about a solution:
messages, people, processes, products, or services.
Customer Experience Management
Discipline of treating your customer relationships as assets
with the goal of engaging customers as brand advocates.
Customer Experience Optimization
Natural customer passion for a brand
through company-wide alignment with buyer priorities
for enduring revenue and profit growth.
Customer Experience Enablement
Bridge between voice-of-the-customer & customer engagement
to earn trust, loyalty, and enduring profit growth.
.
© Copyright ClearAction LLC. All rights reserved. Page 7
Customer Experience Defined
© Copyright ClearAction LLC. All rights reserved. Page 8
Customer Knowledge (ways of understanding customers)
• Voice of the customer — monitoring customer sentiment
• Net promoter score — a way of summarizing voice of the customer: percent who would
recommend a brand minus percent who would not
• Customer intelligence — integration, mining, and analysis of customer data
• Customer experience journey map – pictorial representation of a customer’s thoughts
and actions while shopping or using a product or service
• Internal branding — internal understanding by each employee, supplier, and alliance
partner of their specific impact on external customer experience
Across the CX ROI building-blocks, choose the component mix that best fits your company’s unique situation
CX Management Components
Customer Knowledge ◄ Customer Well-being ◄ Customer Profitability
Customer Well-Being (efforts to translate customer knowledge into
organizational attitudes and behaviors)
• Customer care — organization’s conscience in favor of customers’ welfare, and outreach to
customers accordingly
• Customer satisfaction — comparison of customer's reality versus expectations
• Service excellence — delivery of purchased services or remedial services, or post-sale
assistance to customers
• Customer-centricity — degree that customers’ welfare is at the center of the solution provider’s
decision-making and actions
• Customer experience improvement — process-wide problem resolution and prevention
• Customer complaint resolution — solving issues and communicating solution to complaint
originators
• User experience — intuitive and inviting environment for customers’ use of the product or
service, or for exploration and purchase of the product or service, e.g. retail store or website
• Customer touch points — opportunities for customers to interact with the solution provider or its
messages or products/services
• Customer effort — amount of effort the customer has to put forth during their experience with a
product/service
• Customer experience innovation — designing and implementing novel methods to enhance
customer experience
© Copyright ClearAction LLC. All rights reserved. Page 10
Customer Profitability (efforts to increase revenue and profit from customers)
• Customer relationship management — use of a database of customer transactions and facts
that enable customized communications (1-to-1 marketing), upselling, cross-selling, and
data-mining
• Experiential marketing — events and campaigns that build customer advocacy
• Customer advocacy — word-of-mouth promotion (buzz marketing) of a brand by enamored
customers
• Branding — creating and communicating a distinctive identity
• Customer lifetime value — profitability of customers’ cumulative purchases
• Customer lifecycle management – nurturing the phases that customers go through over time
in their relationship with a brand
• Customer loyalty — efforts to expand customers’ share of wallet
• Customer community — opportunities for customers to engage with one another
• Customer references — testimonials from customers
• Co-innovation — joint product development efforts with customers
• Customer retention — efforts to extend a customer’s duration of ongoing purchases
Across the CX ROI building-blocks, choose the component mix that best fits your company’s unique situation
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.”
-- Lynn Hunsaker, 2011
© Copyright ClearAction LLC. All rights reserved. Page 11
© Copyright ClearAction LLC. All rights reserved. Page 12
Customer Experience ROI Building-Blocks
All blocks work in tandem to maximize & sustain business results.
Left-right flow. Start simply with a stepping stone in each block; build maturity over time.
Customer experience excellence is a way of life and an ongoing internal journey as market forces evolve.
http://ClearActionCX.com/cx-success-factors
ClearActionCX.com
See more like this in ClearAction Insiders!
© Copyright ClearAction LLC. All rights reserved.
ClearActionCX.com
If You Like These Concepts, Get the Book!
© Copyright ClearAction LLC. All rights reserved.
>30 Tools &
Techniques
Step-by-Step
Guidelines
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.
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.
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
OptimizeCX@ClearActionCX.com
tel +1 408 687 9700
Lynn Hunsaker
ClearAction
company/clearaction-llc
+ClearActionCXO
CustomerExperienceOptimization

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What is Customer Experience?

  • 2. (1) Has a role in the decision/action to get something. (2) Uses what is obtained. © Copyright ClearAction LLC. All rights reserved. Page 2 What is a Customer?
  • 3. © Copyright ClearAction LLC. All rights reserved. Page 3 What is Customer Experience? Customers’ realities in selecting, getting, and using a solution that enables a capability they want
  • 4. Discipline of treating your customer relationships as assets with the goal of engaging customers as brand advocates. © Copyright ClearAction LLC. All rights reserved. Page 4 What is Customer Experience Management?
  • 5. Natural customer passion for a brand through company-wide alignment with buyer priorities for enduring revenue and profit growth. © Copyright ClearAction LLC. All rights reserved. Page 5 What is Customer Experience Optimization?
  • 6. Bridge between voice-of-the-customer & customer engagement to earn trust, loyalty, and enduring profit growth. © Copyright ClearAction LLC. All rights reserved. Page 6 What is Customer Experience Enablement? (The bridge that enables enduring CX ROI. Ultimate goal is Customer Experience Optimization)
  • 7. Customer Experience All interactions people have with or about a solution: messages, people, processes, products, or services. Customer Experience Management Discipline of treating your customer relationships as assets with the goal of engaging customers as brand advocates. Customer Experience Optimization Natural customer passion for a brand through company-wide alignment with buyer priorities for enduring revenue and profit growth. Customer Experience Enablement Bridge between voice-of-the-customer & customer engagement to earn trust, loyalty, and enduring profit growth. . © Copyright ClearAction LLC. All rights reserved. Page 7 Customer Experience Defined
  • 8. © Copyright ClearAction LLC. All rights reserved. Page 8 Customer Knowledge (ways of understanding customers) • Voice of the customer — monitoring customer sentiment • Net promoter score — a way of summarizing voice of the customer: percent who would recommend a brand minus percent who would not • Customer intelligence — integration, mining, and analysis of customer data • Customer experience journey map – pictorial representation of a customer’s thoughts and actions while shopping or using a product or service • Internal branding — internal understanding by each employee, supplier, and alliance partner of their specific impact on external customer experience Across the CX ROI building-blocks, choose the component mix that best fits your company’s unique situation CX Management Components Customer Knowledge ◄ Customer Well-being ◄ Customer Profitability
  • 9. Customer Well-Being (efforts to translate customer knowledge into organizational attitudes and behaviors) • Customer care — organization’s conscience in favor of customers’ welfare, and outreach to customers accordingly • Customer satisfaction — comparison of customer's reality versus expectations • Service excellence — delivery of purchased services or remedial services, or post-sale assistance to customers • Customer-centricity — degree that customers’ welfare is at the center of the solution provider’s decision-making and actions • Customer experience improvement — process-wide problem resolution and prevention • Customer complaint resolution — solving issues and communicating solution to complaint originators • User experience — intuitive and inviting environment for customers’ use of the product or service, or for exploration and purchase of the product or service, e.g. retail store or website • Customer touch points — opportunities for customers to interact with the solution provider or its messages or products/services • Customer effort — amount of effort the customer has to put forth during their experience with a product/service • Customer experience innovation — designing and implementing novel methods to enhance customer experience
  • 10. © Copyright ClearAction LLC. All rights reserved. Page 10 Customer Profitability (efforts to increase revenue and profit from customers) • Customer relationship management — use of a database of customer transactions and facts that enable customized communications (1-to-1 marketing), upselling, cross-selling, and data-mining • Experiential marketing — events and campaigns that build customer advocacy • Customer advocacy — word-of-mouth promotion (buzz marketing) of a brand by enamored customers • Branding — creating and communicating a distinctive identity • Customer lifetime value — profitability of customers’ cumulative purchases • Customer lifecycle management – nurturing the phases that customers go through over time in their relationship with a brand • Customer loyalty — efforts to expand customers’ share of wallet • Customer community — opportunities for customers to engage with one another • Customer references — testimonials from customers • Co-innovation — joint product development efforts with customers • Customer retention — efforts to extend a customer’s duration of ongoing purchases Across the CX ROI building-blocks, choose the component mix that best fits your company’s unique situation
  • 11. 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.” -- Lynn Hunsaker, 2011 © Copyright ClearAction LLC. All rights reserved. Page 11
  • 12. © Copyright ClearAction LLC. All rights reserved. Page 12 Customer Experience ROI Building-Blocks All blocks work in tandem to maximize & sustain business results. Left-right flow. Start simply with a stepping stone in each block; build maturity over time. Customer experience excellence is a way of life and an ongoing internal journey as market forces evolve. http://ClearActionCX.com/cx-success-factors
  • 13. ClearActionCX.com See more like this in ClearAction Insiders! © Copyright ClearAction LLC. All rights reserved.
  • 14. ClearActionCX.com If You Like These Concepts, Get the Book! © Copyright ClearAction LLC. All rights reserved. >30 Tools & Techniques Step-by-Step Guidelines
  • 15. 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.
  • 16. 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.
  • 17. 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
  • 18. OptimizeCX@ClearActionCX.com tel +1 408 687 9700 Lynn Hunsaker ClearAction company/clearaction-llc +ClearActionCXO CustomerExperienceOptimization