What is Customer Experience Management all about?

1. THE REWARDS OF A
HOLISTIC CUSTOMER CENTRICITY.
CUSTOMER
EXPERIENCE
MANAGEMENT

2. 360°
TOUCHPOINT
Multichannel and
MarCom Mix
Analytics
CUSTOMER
EXPERIENCE
MANAGEMENT
Customer Centric
Business Strategy
Development
MARKETING &
SALES
EFFECTIVENESS
M&S Service Level
Agreements
Lead Generation
WHAT IS
S&S DOING?
Service Portfolio
OURBUSINESS

3. WIKIPEDIA
Customer experience (CX) is the sum of all experiences a
customer has with a supplier of goods and/or services, over the
duration of their relationship with that supplier. This can include
awareness, discovery, attraction, interaction, purchase, use,
cultivation and advocacy. It can also be used to mean an
individual experience over one transaction; the distinction is
usually clear in context..
WHAT IS
CUSTOMER
EXPERIENCE MANAGEMENT?
WIKI

4. The total value proposition provided to a customer, including the
actual product, and all pre and post sales interactions with the
customer (Strativity Group)
DEFINITION
CUSTOMER
EXPERIENCE MANAGEMENT
CUSTOMER EXPERIENCE
The science and art of managing all interactions with customer
across all touch points in order to maximize the value provided
to the customer. (Strativity Group)
CUSTOMER EXPERIENCE
MANAGEMENT

5. THE CUSTOMER
JOURNEY
OUR FIRM
SATISFACTION
&
LOYALTY

6. THE CUSTOMER
JOURNEY
SATISFACTION
&
LOYALTY
TOUCHPOINT
EXPERIENCE
CUSTOMER LIFE CYCLE STAGES
TOUCHPOINTS
AWARENESS KNOWLEDGE CONSIDERATION SELECTION BUYING SATISFACTION RETENTION &
LOYALTY
INTERNET
E-MAIL
WEBSITE
ONLINE AD
CALL CENTER
MOBILE
STORE
PARTNER
ADVERTISING
PR
SALES
SOCIAL MEDIA
…

7. WHAT IS CEM
ALL ABOUT?
CEM IS ALL ABOUT CREATING
POSITIVE EXPERIENCES
AT EACH TOUCHPOINT AND
EXCEEDING CUSTOMER´S
EXPECTATIONS.

8. DO WE NEED CUSTOMER
EXPERIENCE
MANAGEMENT?
… isn´t it just a new hype?

9. DIGITAL
TRANS-
FORMATION
NEW
SELF-
CONFIDENCE
BUYING
PROCESS
THE CUSTOMER GOT
THE POWER NOW!
THE
PARADIGM
SHIFT

10. BUYING
PROCESS
THE CUSTOMER GOT
THE POWER NOW!
THE
PARADIGM
SHIFT
• 84% of all B2B
purchases are
influenced by the
company´s website
• Customers would like to
talk with a seller only if
they are shortly before
the purchase decision.

11. … of the customers with one single negative experience don't
plan to buy this product any more, 47% expect them to get a
service within 24 hours. (Study: Kelton research 2012)
MOMENTS
OF TRUTH
SIGNIFICANT TOUCHPOINTS
IN THE CUSTOMER JOURNEY
57%

12. 4
SURPRISE AND ENTHUSIASM OF CUSTOMERS
From the “NOW Brand” to the “WOW Brand”
THE TARGETS
AND BENEFITS
OF CEM
INCREASE OF TURNOVER
Rise of the cost-effectiveness, profitability of marketing, sales
and service, better products!
WHAT ARE THE PAYBACKS
OF CUSTOMER
EXPERIENCE MANAGEMENT?
3
1
2 CUSTOMER RETENTION AND LOYALTY
Stronger customer retention and loyalty by generating emotions
and confidence
CEM IS A DIFFERENTIATING FACTOR
Positive perception of the brand and distinction of the
competition

13. 4
The customer orientation must be established clearly in the
company strategy - excellent customer experience is a business
goal
5 RULES FOR
SUCCESSFUL
CEM
Only motivated employees who know the needs of the customers
and who are given the necessary scope of action can exceed the
expectations of the customers.
MAKE SURE THESE RULES
HAVE BEEN
CONSIDERED BEFORE YOU
START WITH CEM
3
1
2
The experiences of the customers are gained and evaluated
systematically - customer satisfaction and customer retention are
made measurable about customer feedback and KPIs are parts
of the target-settings.
Important customer touch points ("Moments of Truth") are
known by the company and are managed from the perspective
of the customers ("Outside-In " - not "Inside-Out").
5 Customer Experience management isn't a project but a constant
process which aims at the constant optimization and reinvention.

14. CUSTOMER
CENTRIC
Business
Strategy
STRATEGIC
ELEMENTS … CEM
PROCESS
… to develop Customer
Experience Management
Don’t forget to
MEASURE PROGRESS,
REDEFINE and INNOVATE
EXPERIENCES
The
CUSTOMER JOURNEY
360°
TOUCHPOINT
Analysis
mapping and
Innovating the
relevant
TOUCH
POINTS

15. CEM
PROFITABILITY
CHANGE
MANAGEMENT
CEM STAKEHOLDER
CEM COMPANY
COMMUNICATION
ANALYSIS
OF THE CURRENT
SITUATION
DEVELOPING
THE BRAND
PROMISE AND
THE DESIRED
EXPERIENCE
CEM BUSINESS
STRATEGY
DEVELOPMENT
HOW TO
DEVELOP A CUSTOMER
CENTRIC STRATEGY

16. DESIGNING THE
CUSTOMER
JOURNEY MAP
CUSTOMER VOICE
ANALYSIS
LISTING ALL
TOUCHPOINTS
PAID
OWNED
EARNED
CUSTOMER
SEGMENTATION
BUYER PERSONAS
PURCHASING
PROCESSTHE CUSTOMER
JOURNEY
LEARNING TO THINK
IN CUSTOMER JOURNEYS

17. OPTIMAL
MARKETING-MIX
ADVANCED
TOUCHPOINT
ANALYSIS
(PARTNER: accelerom)
TOUCHPOINT
EVALUATION
&
RANKING
360°
TOUCHPOINT
ANALYSIS
IDENTIFYING THE RELEVANT
TOUCHPOINTS FOR AN OPTIMAL
COMMUNICATION-MIX

18. MOMENTS OF
TRUTH
PAIN POINTS
BEST PRACTICE
INNOVATION
TOUCHPOINT
MAPS
SERVICE BLUEPRINTS
CUSTOMER
JOURNEY MAPSTOUCHPOINT
MAPS
MAPPING AND INNOVATING
THE RELEVANT
TOUCHPOINTS

19. MEASURING &
REDEFINING CEM
MEASURING PROGRESS
REDEFINING &
INNOVATING EXPERIENCES
♥
CEM– GOVERNANCE MODEL
Establishing the CEM Council to manage all data (provided by
departments, CEM reports and Customer/Employee feedback)
CEM Innovation Process
Touchpoint Management to establish as a recurring process to
generate permanent improvement
♥
♥
♥
CUSTOMER / EMPLOYEE FEEDBACK METHODS
Collect and manage insight customer / employee feedback
systematically by surveys, focus groups, interviews,
observations, complaints, correspondence and interactions
KPIs and CEM Measurement Tools
Alignment of economical KPIs with CEM performance indicators
(such as loyalty & retention indicators) – aligning Experience
Performance Scorecards with Employee Performance
Management

20. Get familiar with CEM and test your individual BASLER
Customer Journey and TOUCHPOINT MANAGEMENT. Pick out
one important TOUCHPOINT and investigate with a group of
people how you can identify MOMENTS OF TRUTH, PAIN
POINTS, BEST PRACTICES and how your employees create
ideas and outstanding customer experiences.
HOW CAN A
PRACTICAL
CEM
APPROACH
LOOK LIKE?
THE CEM FIT
START WITH A TEST DRIVE
… develop your individual and customized CEM strategy.
… train your management on CEM and establish the CEM
ADVISORY BOARD.
… start with CEM to establish a customer centric organization.
… establish TOUCHPOINT MANAGEMENT and add
TOUCHPOINT MAPPING to your management toolboxes.
ONCE YOU ARE INSPIRED BY CEM …

21. FOR YOUR ATTENTION
JOIN US
info@staerkundstaerk.de
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