Measure, Understand and Improve Customer Experience | MCorp Consulting

www.mcorpconsulting.com

Map the territory between you and
p y y
your customers so that you can see opportunities
you didn’t know were there.

Measure, understand and improve customer
experience, and the touchpoints that drive it.
i d th t h i t th t d i it

© 2009 MCorp Consulting, All Rights Reserved


Introduction
Across industries organizations and audiences, the quality of
industries, audiences
the customer experience drives the quality (and profitability)
of the relationships you have with your customers.
From a presentation to the D Brand Summit, this presentation
explores the importance of customer experience, how and
where it occurs and steps you can take to improve it. So enjoy
occurs, it enjoy.
If you’d like to learn more, just give me a call.
Michael Hinshaw, Managing Director
mhinshaw@mcorpconsulting.com
Direct: 1.415.526.2651
Follow me: twitter.com/michaelhinshaw
Visit us online: mcorpconsulting.com
p g



Customer Experience is the competitive
battleground of today’s economy.
today s economy
 Poor customer experience is a
leading driver of customer churn.
f
 87% of all consumers will never
go back to an organization after
a negative experience. 1

1.) Right Now Technologies and Harris Interactive, October 2008


The cost of getting – and the danger of
losing – customers is exceedingly high
high.
 Acquiring a new customer can cost
up to 5 times more than retaining a
current customer. 2

 And a 2% increase in customer retention can
have the same effect on profits as cutting
g
costs by 10%! 2

3.) SatMetrix, Bain & Co.


Customer experience may be the most
important way to grow a business today
today.
 83% of senior brand marketers state:
“Customer experience is among the most
critical determinants of brand strength and
business growth.” 2

 Yet HALF of all organizations state
they cannot effectively measure it. 3

2.) CMO Council 3.) Forrester Research


Tracking and understanding
customer experience
is very important.
But it’s difficult for
most companies to do.


The limitations on data and customer
experience insight are great
great.
 Half of senior executives state:
“Lack of measurement is a significant
obstacle to improving Customer Experience.”
Experience.



Is this a surprise?
What happened with CRM?
 The $74B CRM industry was built to
measure customer interactions;
But it isn t enough.
isn’t
 Organizations also need to understand
customer wants, needs and goals
wants goals.
 How do your customers define
“customer experience success”?
“ i ?



Our approach?
Measure and improve the
interactions between you
and your customers.



Each and every interaction between you
and your customers is a touchpoint
touchpoint.

Customer
Interactions;
“Touchpoints”



There are only 3 categories of touchpoints:

1.Static Objects (One Way, or “Dumb”)




2.Human
2 Human
(Bi Directional)
(Bi-Directional)




3.Interactive (Multi-Directional)



Interactive, static and human touchpoints
can be effective or ineffective
ineffective.
 These touchpoints drive customers closer –
or push them away – as they engage through
your Customer Relationship Lifecycle.
(And they need to work for you, too.)



There is a Customer Relationship Lifecycle
unique to your business
business.
Pre-Purchase
Touchpoints Drive
Acquisition through
Awareness,
Awareness Knowledge and
Consideration

Consideration
Awareness Knowledge Selection Satisfaction Loyalty Advocacy



business.
Pre-Purchase
Touchpoints Drive
Acquisition through
Awareness,
Awareness Knowledge and
Corp. Website
Consideration
3rd Party Web
W.O.M.

Consideration



business.
Purchase
Touchpoints
Drive Intention,
Selection
and Purchase

Consideration



business.
Purchase
Touchpoints
Drive Intention,
Selection
Contract
and Purchase
Retail Environment
Product Design

Consideration



business.
Post-Purchase Touchpoints
Drive Retention through
Satisfaction, Loyalty
and Ad
d Advocacy

Consideration



business.
Post-Purchase Touchpoints
Drive Retention through
Satisfaction, Loyalty
and Ad
d Advocacy Help Desk
Product Performance
Service Staff

Consideration



Customers weigh each touchpoint, based on
the value they believe that they get from it
it.

value


Your touchpoints drive
customer experience
Static

Human

Interactive


Each touchpoint is an opportunity
to shape the customer experience
experience.
 Do your touchpoints consistently meet
customer needs – and positively differentiate
your brand?
 Do they influence desired
behavior?
 And drive desired
business results?



experience.
 Maybe your touchpoints are just “OK”
and your customers could have a similar
experience elsewhere.
 Maybe you’re not sure which
touchpoints work, which
work
don’t and why.
 Maybe you have too many
many,
or not enough.



experience.
 Maybe your touchpoints are driving
customers away. After all, it only takes one
really bad experience.
 Or you might be investing
too much, in touchpoints
p
customers don’t value.
 Maybe the most valuable
touchpoints are those
y
you don’t have.


So what is your customer experience?
There s
There’s really only one way to find out:
 Talk to your customers: they’ll tell you.
 Understand their journey through your
Customer Relationship Lifecycle.
 Measure it. Quantify it. And improve it.



A few words about MCorp Consulting:
The inventors of Touchpoint Mapping ®

and pioneers in the art and science of
p
customer experience improvement.
Issues we address: Services we offer:
+ Brand Development + Research
+ Customer Experience + Strategic Planning
+ Marketing Effectiveness + Experience Design
+ Loyalty and Retention + Workshops
+ Performance Measurement + Audits



We map the touchpoints between you and
your customers, and make them better
customers better.

Your Your
Customers Company



After all, how do you improve something
you cannot (or do not) measure?
 Simple. You can’t.
 This is where MCorp Consulting and our
Customer Experience Mapping suite
comes in.
 A proven way for organizations to
measure, understand and improve
customer experience
experience.



We’ve invented a series of proprietary
analytical tools to do this
this.
 A analytical, research
based approach; Touchpoint
Mapping®
 Accurate, powerful,
quantifiable,
and actionable; Customer
Experience
E i
 We help understand MappingSM

your customers,
customers Brand
MappingSM
and improve their
Loyalty
Mapping ®

experiences.
p
2.) Touchpoint Mapping, Loyalty and Brand Mapping are registered trademarks of MCorp Consulting


Over time we’ve tested, proven and improved
our processes working with major brands
brands.



We’ve also help dozens of mid-market, fast
growth and other industry-leading companies
industry leading companies.
 Doing big jobs for big companies, we’ve
learned what works, and why.
 Our systematized approach delivers big
results more cost effectively than others.
 Proven in multiple environments from
environments,
regional banks to a $5B division of a
Six Sigma-driven multinational
Sigma driven multinational.



In most industries, few organizations
are prepared to deliver, much less
deliver
compete on, a consistently branded
customer experience
experience.
What if yours could be one of them?
y
MCorp Consulting can help.



Want more?
Michael Hi h Managing Director
Mi h l Hinshaw, M i Di
mhinshaw@mcorpconsulting.com
1-415-526-2651

MCorp Consulting
1-866-526-2655

Follow me twitter.com/MichaelHinshaw
Visit us online at mcorpconsulting.com


Measure, Understand and Improve Customer Experience | MCorp Consulting

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Measure, Understand and Improve Customer Experience | MCorp Consulting