Durg CALL GIRL ❤ 82729*64427❤ CALL GIRLS IN durg ESCORTS
Customer Experience Management
1. What it is,
Why it matters,
and How to begin Richard Randolph
Florida Customer Service Institute
2. What if…
Your Customers
had to an
admission fee for
the privilege of
shopping with you?
What would you have to do to
bring them in and keep them
happily engaged while shopping?
3. ① What is CEX?
② Why Does it Matter?
–The Economic Imperative
③ Key Ideas
④ Where To Begin
⑤ Action Tips
⑥ Next Steps
Appendix: Resources
7. : How well do experiences
meet Customers’ needs?
: How easy is it for Customers
to do what they want to do?
: How do Customers feel about
the experiences?
9. Customers perceive service
in their own unique,
idiosyncratic, emotional,
irrational, end-of-the-day,
and totally human terms.
~ Tom Peters
Perception is all there is.
11. It’s the sum total of the interactions that a
Customer has with a company’s products, people,
and processes. It goes from the moment when
Customers see an advert to the moment when they
accept delivery of a product and beyond.
Sure, we want people to think our computers are
great. However, what matters is the totality of
customers’ experiences with us: talking with our
call-center representatives, visiting our Web site,
buying a PC, and owning a PC. The customer
experience reflects all of those interactions.
Richard Owen
vice president of
Dell online worldwide
14. Attract new Customers
Increase Customer Loyalty
More wallet share
Increase purchase frequency
Increase Lifetime Value
Reduce ‘Churn’
Increase referrals
Block competition
Why This Matters to You
15. 84% of executives believe their
company has a good understan
of how to serve Customers
57% of Customers rate overa
service from “average” to
“not meeting expectations”
but...
16. 83% of executives said their companies
have a solid understanding of their
Customer’s experience
92% say they listen to and act on
Customer feedback
but...
45% of Customers say companies
do not understand their experience
37% say companies do not listen to
or act on their feedback
17. 80% of companies say they
deliver “superior” customer
service.
8% of Customers think these
same companies deliver
“superior” customer service.
but...
18. 78% of consumers have bailed on a transaction
or not made an intended purchase because of a
poor service experience.
On average, loyal customers are worth up to
10 times as much as their first purchase.
19. In 2011, 86% of consumers
quit doing business with a
company because of a bad
Customer experience.
21. People will forget
what you said,
they will forget
what you did,
but they will
never forget
how you
make them ~ Maya Angelou
.
22. The way to make advocates
out of satisfied Customers
is to strongly appeal to the
Customers’ emotional needs.
23. 9 out of 10 U.S. consumers say they would
pay more to ensure a superior customer
experience.
3 in 5 Americans would try a new brand
or company for a better experience.
7 in 10 Americans said they were willing to
spend more with companies they believe
provide an excellent customer experience.
25. Employees only ask for the
customer’s name
21% of the time.
Hint: The person has a name 100% of the time,
and they like hearing it.
26. A person’s name
is to that person
the sweetest and
most important
sound in any
language. ~ Dale Carnegie
27. 80% of Americans agree
that smaller companies
place a greater emphasis
on Customer service
than large businesses.
28. ‘We’re unable to answer your question.
Please call xxx-xxx-xxxx to speak to a
representative from xxx team.’
‘We’re sorry, but we’re experiencing
unusually heavy call volumes.
You can hold or try back at another time.’
‘Your call is important to us.
Please continue to hold.’
33. Think like a Customer
• How would you feel? Remember: It’s
more about emotions (feelings) than logic!
• The Company exists for the Customer –
not the reverse!
When was the last time you
bought your company’s product?
34. Customers Are From Venus
Companies are from Mars
Your
Customers
Your
Company
High company knowledge
High interest in topic
Egos
Internal Politics
Varied understanding of
Customers
High self-interest
Immediate Needs
Wants
Desires
Interests
Barriers and blocks
35. 35
"I guarantee my
plumber will show
up on time and
smell good or your
house call is free!"
-Mike Diamond
Home to Southern California's famous
Smell Good Plumbers.
In addition to plumbing, our technicians are
trained in the fields of drain cleaning, heating,
air-conditioning and electrical work. We've been
serving Los Angeles, Orange, San Bernardino
and Ventura counties for over 30 years out of our
numerous local service centers.
Before we get any further, if you're in a jam and
you need somebody at your place as soon as
possible, click here or pick up the phone and dial
1-800-446-6453 (MIKE). Your call will be answered
by a live person (we don't hire machines) 24-
hours a day, 7-days a week.
Welcome to Mike Diamond Online
6
See the world from your Customer’s point of view — think like a Customer!
36. The potential contribution of your Customers
to your business over their lifetime.
Add the value of referrals and
word-of-mouth promotion.
Customers are an ongoing str
as opposed to a one-time sale.
Knowing the Lifetime Value of your Customers
is crucial.
37. Customer Effort
From the customer’s standpoint,
doing business with you is as
effortless and inexpensive
as possible.
38. Watch out for these signs,
most are our own doing:
Repetitive procedures
Multitude of documents
Questions you already know the answers to
Customer run-around
“It’s company policy”
39. • Present a single face to your Customers –
not sales, Customer service accounts, etc. –
just your Company
• Work in different ways for different customers –
one size does not fit all!
• Know what your Customers really want and
anticipate their needs –
if a Customer buys x will she also need y?
• Let your Customers do more for themselves –
let them input their own orders, check progress…
40. Going to
the Movies
Customer In
Customer Out
Park Car
Wait in line to
buy ticket
Buy theater ticket
Enter theater;
Give ticket to taker
Wait in line for
popcorn and soda
Go to restroom
Go into theater;
find seats
Pay for food
Exit theater,
return to car
Sit and
watch movie
Exit Parking Lot
Actions before
the transaction
Actions after
the transaction
(includes follow-up
and follow through)
Cycle of Service with
Moments of Truth
41. Touchpoints – any interaction between a
Customer and your Company
3 Levels of Service
1. Processing – done TO you
(any time there’s a line)
2. Service – Responsive, customized attention
3. Experience – Creates a memory
42.
43. 1. Start With Your Employees!
2. Customer Experience Audit
3. Know Your Customers
4. Voice of the Customer
5. Customer ‘Bug’ List
6. Map Customer Touchpoints
7. Improve and Sustain
45. Customer experience
depends on Employee experience
You can design and create
and build the most wonderful
place in the world. But it
takes people to make the
dream a reality.
~ Walt Disney
46. Your company’s experience for new and
existing/returning Customers
Shop competitors / industry peers –
how do you feel about their experience?
Benchmark against the very best –
Amazon, Ritz-Carlton, Zappos
Hint: Your Customers do!
48. Yes, you know more than your
Customers — deal with it
Educate your Customers
Avoid jargon, acronyms
and process steps
Don’t “sell” things — help Customers buy them
Look at all interactions as an
opportunity to help Customers to do something
51. “Listening posts”
• Needs
– Basic: water, food, shelter
– Situational: requires a product or service
• Wants
• Emotions / Expectations
• Assumptions and stereotypes about you
52. Prepare for predictable questions
Clarify
Validate
Respond
Plus it
What time is the
three o’clock parade?
53. Exercise 1: What Are Your Customers’
Needs and Wants
Instructions
1. Identify one ‘Basic’ need
your Customers have
2. Identify one ‘Functional’
need your Customers have
3. Identify one ‘Want’ your
Customers have
4. Identify one ‘Stereotype’
your Customers have
about your industry
Time: 5 minutes
57. 1. Generate a Customer “Bug” List internally
(brainstorm with front-line Customer contact
workers)
2. Prioritize according to Customer impact
and contribution to Customer Value
3. Confirm with real Customers
(questionnaires, interviews, focus groups)
A simple list of
things that
“bug” your
Customers
about your
business
59. Exercise 2: Start your own Customer ‘Bug’ List
Instructions
1. Identify one thing that
‘bugs’ your Customers now
2. List Customer Expectations
for that experience
3. Describe “what’s going on
now”
4. Specify what “should be
happening”
Time: 5 minutes
60. Example:
Open A Bank Account
The Bank
Branch
Customer In
Customer Out
Park Car
Enter Bank
Ask for New
Accounts Clerk
Wait for New
Accounts Clerk
Meet Clerk;
Explain needs
and wants
Fill out forms;
Make first deposit
Get temporary
checks
Clerk Explains
Bank’s Services
and Options
Exit Bank
Confirm
understandings
and expectations
Exit Parking Lot
61. Exercise 3: Map Your Customer’s Touchpoints
Instructions
Identify meaningful steps
(touchpoints) in your
Customer’s interaction cycle
with your company.
Begin with the first contact.
Finish when they leave.
Time: 5 minutes
62. Analyze your Customers’
Moments of Truth
MINUS FACTORS
PLUS
FACTORS
MOMENT OF TRUTH CHART
Park Car
Difficult access into
parking lot
No spaces available;
Only distant spaces
available — long walk
across trashy lot
Visible signage directs
Bank Customers to
preferred parking
Covered parking in
clean, wide slots
Easy access into
parking lot
Close spaces available
Lot clean
Spaces clearly marked
Enter Bank
Old, dirty signs
Front entrance has
debris
Windows are dirty and
covered with ads
Clean, clear signs
Front entrance clean
professional and
inviting
Interior directional
signs
Clear signs
Meet “Greeter” who
directs Customers
Child Care area
available
CUSTOMER
EXPECTATIONS
63. Moment of Truth Chart
Customer Expectations
What do Customers think
should happen?
Plus Factors
How can we delight Customers
at this touchpoint?
Minus Factors
What might detract
from the experience?
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
64. : How well do experiences
meet Customers’ needs?
: How easy is it for Customers
to do what they want to do?
: How do Customers feel about
the experiences?
65. Exercise 4: Moment of Truth Analysis
Instructions
1. Identify one Moment of
Truth Touchpoint
2. List Customer Expectations
for that Touchpoint
3. List two “Minus Factors”
for that Touchpoint
4. List two “Plus Factors”
for that Touchpoint
Time: 5 minutes
66. Using your Customer-focused priorities and standards:
1. Measure the results: Do the improvements show up?
2. If not, fix it.
3. If yes, move to next items on your priority list —
but confirm that the priorities have not changed!
Follow Up and
Follow Through
Results Check-Up
67. Measure and track ‘Satisfaction’
9 – 10 Promoters – Apostles
7 – 8 Passives – subject to competitors
0 – 6 Detractors – unprofitable
range from “OK” to “Assassins”
to “Ninjas”
68. ‘How likely is it that you would
recommend my company
to a friend or colleague?’
69. % of Promoters – % of Detractors
= Net Promoter Score
94 84.7% 13 11.7% 4 3.6% 111 100%
Promoters Passives Detractors Total
The NPS is 81.1%
(84.7% - 3.6% = 81.1%)
70.
71.
72. 1. Everything Speaks!
2. Be Consistent
3. Be Nice (Customers are Guests)
4. Simplify
5. Service Recovery Matters
80. “I know what to expect”
“Everything is going to be friendly and easy
every time”
• Visual / Sight
• Sound
Consistency is viewed by Customers as
reliability, predictability, stability, and certainty
which build confidence and trust.
• Smell / fragrance
• Touch / tactile
81.
82.
83.
84.
85. The Customer may not always be right –
but she’s always our Customer!
It’s not our fault – but it is our problem!
86. A typical business hears from 4% of its dissatisfied
Customers.
For every customer who bothers to complain,
26 other customers remain silent.
• 1%-5% Complain to Management
• 45% Complain to Agent/Branch/Front Line Rep
• 50% Encounter a Problem But Don’t Complain
87. Customers who complain and are satisfied
are up to 8% more loyal than if they had
no problem at all.
It is 6-7 times more expensive to acquire a
new customer than to keep a current one.
88. Executives think only 20% of
Customers share “bad news”
about their experiences
87% of Customers tell others
about their bad experiences
– increasingly through instantaneous channels
but...
89. Exercise 5: Your Action Plan
Instructions
Identify one Improvement
Item for each of the five
Action Areas
Time: 5 minutes
90.
91. 1. Start With “Why”
2. CEM Maturity Model
3. Be Authentic / Commit!
4. Resources / Continuing Study
92.
93. 1. Don’t Know – Don’t Care!
(and stop bothering me with this stuff!)
2. Aware – Don’t Know What To Do
3. Know What To Do – Working On It
4. Very Experienced and Capable
95. If you’re not committed to Remarkable Customer Experiences,
you can only fool yourself.
Be prepared to burn the ships!
96. When is the last time
you were this joyful?
And your Customers???
Notas del editor
needs – functional requirementsBasic: water, food, shelterSituational: requires a product or serviceTheir wants – desires; hopes; anticipationTheir emotions (feelings; memories)
When customer’s interact with your company, they don’t want to jump through multiple hoops – navigate their way up the seniority ladder – to find somebody who can solve their problem. They want to immediately engage with a person who is capable of helping them. Rackspace support is a great example of this. At any time of day, you can pop up a chat window and interact with a systems engineer who can handle nearly any kind of administrative request. They’re all technically competent and empowered to make decisions so that support is no longer an ordeal.It’s so easy, it can be done by chat – which has routinely has some of the worst customer experiences out there.