Perception of customer experience excellence is often a different story than reality. This presentation looks at customer experience myths and methods for truly achieving customer-centricity. Read more: https://ClearAction.com

1. Debunking Customer Experience Myths
LYNN HUNSAKER
CHIEF CUSTOMER OFFICER

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Proof of Customer Experience Myths
Nobody above 72
C- for the best
42 multichannel retailers
“only 4 made the cut for our ‘good’ category”
health insurers
“only 56% report experiencing good customer service”
Forrester 2018 Customer Experience Index™
287 brands in the 2018 CX Index
“brands that rose gained an average of just over 4 points on our 100-point scale”
No change 2017-2018
“good” level is
small % in every industry

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2015
2013
Sources for Debunking CX Myths
Global B2B CXM Practices Study My MBA classmate’s
research (T.Keiningham)
Amazon.com/Lynn-Hunsaker
+ ClearAction.com/blog

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What is Customer Experience (CX) & CXM?
Partial Truth: Interactions & Engagement Truth: Alignment & Relationship

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What is Customer-Centricity?
Partial Truth: Delightful Touch-Points Truth: Customer at the Center of Decisions

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What is CXM Best-Practice?
Partial Truth: Competency Pillars Truth: Flowing System
Phase 1: Activating the System
Phase 2: Building Maturity
Phase 3: Sustaining Momentum

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How Does CXM Drive Growth?
Partial Truth: Incent Referral, Rebuy, Premium Buy Truth: Annuities & Organic Customer Fans

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Customer Experience Truths
CXM Growth: Annuities & Organic Customer Fans
CX & CXM: Alignment & Relationship Customer-Centricity: Customer at the Center of Decisions
CXM Best-Practice: Flowing System
Phase 1: Activating the System
Phase 2: Building Maturity
Phase 3: Sustaining Momentum

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See the rest of this presentation in
 GETTING & KEEPING CUSTOMERS
 DRIVING GROWTH & INNOVATION
 DATA & METRICS THAT WORK
 CREATIVITY WITHIN BOUNDARIES
 DRIVING ACCOUNTABILITY & COMMITMENT
 GETTING EVERYONE ON THE SAME PAGE
Join today:
https://ClearAction.com/value-exchange
Ask for a demo:
Success@ClearAction.com

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Increase: Maximize: Decrease:
• Follow-through
• Ability to prioritize
• Productivity of resources
• Employee engagement
• Strategic vs. tactical work
• Resource acquisition
• Stakeholder satisfaction
• Stakeholder cooperation
• Team collaboration
• Right the first time
• Job satisfaction
• Continuity
• Project stalls
• Duplicated resources
• Redundant efforts
• Rework
• Employee turnover
• Alliance workloadAlignment (bridging silos) is the
next frontier in CX ROI
Design of ClearAction Value Exchange based on research with American Express, Aon, Apple, Ariba,
Clorox, Covidien, Eli Lilly, Global Foundries, HP, Microsoft, NVIDIA, SAP and beta-testing with many others
ClearAction Value Exchange KPIs are multipliers on your CX investments
SaaS for real-time
personalized action plans
to tackle these silos
30-minute bites
AI-curated resources
DIY and interactive
VP-level to intern-level
Shared vision
Collective capability
© 2019 ClearAction Continuum.

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ClearAction Continuum closes the brand-customer gap.
ClearAction Value Exchange members in marketing
& customer experience, care & success roles access
real-time, 24x7, bite-sized personal solutions to
navigate silos for customer value performance
ClearAction Advisory clients strategically
operationalize marketing & customer experience
for scalability, resource productivity & enduring
customer value performance
1111
Customer value performance momentum
© 2019 ClearAction Continuum.
ClearAction Continuum

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Ask about customer value performance momentum
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DNA MASTER PLAN™
STRATEGIC RENEWAL™
CLEARACTION VALUE EXCHANGE™
DNA ACTIVATION™
MARKET RESPONSIVENESS INDEX™
DX AGILITY™
DNA TRANSFORMATION™
DX ALTITUDE™
RACE™
(RAPID ANALYTICS CUSTOMER ENVIRONMENT)
VOX MODERNIZED™
VOX ACTIONABILITY™
SHARKTΛINK™
CX growth aspirations:
 Business results via trust-building
 Consistency via silo-bridging
 All-employee engagement
 Prevention and anticipation
 CX as managerial context
 Profit impact in daily decisions
https://clearaction.com/customer-centered-business-10-keys-organic-growth/© 2019 ClearAction Continuum.
Success@ClearAction.com

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We’re honored to influence these companies
PARTIAL LIST OF CLIENTS
© 2019 ClearAction Continuum.

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ClearAction clients’ experiences
Because each of the ClearAction
team members managed CX in B2B
for a number of years, they provided
personal examples and practical
tools that could be implemented right
away. It was incredibly beneficial for
us to work with them for several
occasions. They elevated our
collective knowledge and helped us
achieve a higher level of CX maturity.
– A. Chu, Dir Customer Experience
ClearAction is an expert in business
operations and has been an
invaluable resource for us to learn
best-practices in many areas. They
taught us things that would not
readily cross our minds, but after they
explain, it makes total sense, and this
increased our efficiency and
accuracy in many areas. I highly
recommend ClearAction.
– K. Van Diepen, Dir Marketing Communications
ClearAction has been at the forefront
of helping companies like ours
reduce chaos, maximize resources
and achieve impactful results.
They’ve provided mission-critical
guidance to begin the process of
building a strong marketing
operations function that supports our
company’s growth, scale and
continuous improvement objectives.
– K. Chalmers, Dir Marketing Operations
© 2019 ClearAction Continuum.

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Customer value performance momentum