Customer Experience Myth Busting “Customer Experience” is quickly becoming a catch-all to describe anything that is remotely related to customers. This presentation will bust some of the most commonly understood myths out there and set the record straight: - Myth 1: Customer Experience is the same as Customer Service. - Myth 2: It’s nice to do but it’s not going to impact the bottom line. - Myth 3: It’s only relevant to retailers. - Myth 4: You’re sorted if you have a customer experience department.

1. MYTH BUSTING
CUSTOMER EXPERIENCE

2. Thief
or
Friend?

3. A passion for
Customer

6. Mundane task Live music

7. Hungry Free bread rolls
Mundane task Live music

8. Lacking inspiration Meal deals
Hungry Free bread rolls
Mundane task Live music

9. Marketer priorities:
customer experience up,
influencing board down.
Marketing Directors Study 2013 Cranfield School of Management

10. Companies that
differentiate on
customer experience
are well positioned to
achieve market growth
UK Customer Satisfaction Index 2012

11. To renew your
business you need
to re-imagine what
your customer
experience could be.
Geraldine McBride, June 2013Co-Founder MyWave

12. If you want to create
a superior customer
experience you need
to understand what
it’s like to stand in
the customer’s shoes.
Mark Mullen, First Direct CEO, 2012

13. Customer
Experience
Myth Busting
1. Customer
Experience =
Customer Service
2. Is a nice
to do
3. Is only
relevant to
retailers
4. Is a
department’s
responsibility

14. 1. Customer
Experience =
Customer Service

15. 1. Customer
Experience =
Customer Service

16. Customer experience is

17. Customer experience is
joining the dots up for the customer.

18. Customer experience is
joining the dots up for the customer.
website
customer
service communications
marketing
strategy
sales
stores
finance
brand
human resources
finance
products &
services
operations

19. Customer experience. Is how
your customers perceive their
interactions with your company.
Harley Manning and Kerry Bodine, Forrester 2012

20. What this means in practice
How a customer thinks and feels about
your people, products and processes
Products People Processes

21. Customer
experience
is a business
discipline

23. Could you tell
me your top
5 customer
complaints
this week?

24. Do you challenge
every initiative:
is this to make it
easier for ourselves
or to give our
customers a better
experience?
Could you tell
me your top
5 customer
complaints
this week?

25. Do your customers
find out first about
your new products
and services?
Do you challenge
every initiative:
is this to make it
easier for ourselves
or to give our
customers a better
experience?
Could you tell
me your top
5 customer
complaints
this week?

26. Do your customers
find out first about
your new products
and services?
Do you challenge
every initiative:
is this to make it
easier for ourselves
or to give our
customers a better
experience?
Could you tell
me your top
5 customer
complaints
this week?
How do you plug
customer feedback
back into your
organisation so
that it impacts
change?

27. Do your customers
find out first about
your new products
and services?
Do you challenge
every initiative:
is this to make it
easier for ourselves
or to give our
customers a better
experience?
How do you actively
encourage and act
on suggestions from
your employees
for improving the
customer experience?
Could you tell
me your top
5 customer
complaints
this week?
How do you plug
customer feedback
back into your
organisation so
that it impacts
change?

28. Do your customers
find out first about
your new products
and services?
Do you challenge
every initiative:
is this to make it
easier for ourselves
or to give our
customers a better
experience?
How do you actively
encourage and act
on suggestions from
your employees
for improving the
customer experience?
How often do you
visit or work in
your customer
facing areas?
Could you tell
me your top
5 customer
complaints
this week?
How do you plug
customer feedback
back into your
organisation so
that it impacts
change?

29. Do your customers
find out first about
your new products
and services?
Do you challenge
every initiative:
is this to make it
easier for ourselves
or to give our
customers a better
experience?
How do you actively
encourage and act
on suggestions from
your employees
for improving the
customer experience?
How easy is it for
your customers
to give you
feedback?
How often do you
visit or work in
your customer
facing areas?
Could you tell
me your top
5 customer
complaints
this week?
How do you plug
customer feedback
back into your
organisation so
that it impacts
change?

30. Do your customers
find out first about
your new products
and services?
Do you challenge
every initiative:
is this to make it
easier for ourselves
or to give our
customers a better
experience?
How do you actively
encourage and act
on suggestions from
your employees
for improving the
customer experience?
How easy is it for
your customers
to give you
feedback?
How often do you
visit or work in
your customer
facing areas?
Could you tell
me your top
5 customer
complaints
this week?
How do you plug
customer feedback
back into your
organisation so
that it impacts
change?
Do you and your
staff use your
own products and
services?

31. M
ood
rollercoaster
Op#mis#c
+
endless
possibili#es!
“I’ll
do
it
one
day”
Excited
and
empowered!
“Finally
a
place
of
our
own”
Dampening
Enthusiasm
“10
minutes
to
even
get
in
the
door
of
the
open
home”
Anxious
and
deflated
“Will
we
ever
get
something?”
Thrilled
(and
a
li?le
scared)
“We
got
it!”
Caught
off
guard
“Body
corporate?
$500
for
new
locks?
Who
else
wants
money?
Dreaming
• No
savings
plan
• Just
a
thought
at
the
moment
Looking
• Star8ng
a
savings
plan
• Looking
at
what
you
can
afford
+
the
market
Finding
• Choosing
your
bank
• Agreeing
your
deposit
+
buying
range
• GeDng
pre-­‐approved
GeDng
• Making
offers
• GeDng
rejected
• Going
to
auc8ons
• Buying
a
house
Owning
• Moving
in
• Becoming
a
home
owner
• Planning
any
renova8ons
that
are
needed
“Suppose
it’s
8me
to
grow
up?”
You
get
to
the
point
where
you’re
sick
of
living
with
people”
“It’s
the
next
phase
of
my
life.
I
will
do
it
at
some
stage!”
“But
maybe
I
should
go
overseas
first?
There
is
a
lot
of
stopping.
And
you
make
serious
savings
plans
e.g
you
move
in
with
your
parents,
stop
buying
luxuries,
stop
going
out,
work
out
kiwisaver
op8ons,
living
off
the
smell
of
an
oily
rag
“Ques8ons
on
your
mind
–
how
much
will
I
need
to
save?
How
will
I
save?
How
long
will
it
take?
Looking
at
Trademe,
Herald
homes,
the
odd
open
home
if
it
fits
with
your
schedule
You
have
a
checklist
of
what
you
want
e.g
2
bed,
Herne
Bay,
$450k
You
have
to
compromise
on
a
lot
of
things.
Now
its
1
bedroom,
westmere,
500k
Property
press
on
the
kitchen
table
“Everyone
has
an
opinion,
who
should
I
believe?”
Reality
check
kicks
in!
Awkward
car
journeys
with
estate
agents
on
pre-­‐arranged
appts
“Open
homes
can
be
horrific!”
Decep8on
becomes
the
norm
–
low
500s
becomes
680,
photos
look
completely
different
to
reality
GeDng
on
top
of
the
finances
and
demys8fying,
fixed,
floa8ng,
repayments
Losing
a
house
that
you
emo8onally
bought
into
sucks!
“I
could
see
us
being
so
happy
there!”
You
feel
bad
was8ng
8me
of
friends
/
family
who
came
to
look
or
survey
a
house
only
to
lose
it
Not
to
men8on
the
cost
of
builders
reports
/
LIM
reports
Auc8ons
are
highly
charged
atmospheres
–
all
eyes
on
you
Do
you
want
to
lose
this
for
$1,000?”
Pre-­‐approvals
can
expire
–
“I
had
to
apply
3
8mes
for
pre-­‐approval”
“Did
I
choose
the
best
mortgage
op8on?”
Money
is
8ght
now
that
you
paying
a
mortgage.
You
have
to
really
8ghten
the
purse
strings
to
get
through
the
next
few
months
“What
if
I
lose
my
job?”
Never
ending
surprise
costs.
Rates,
body
corp,
fixing
windows,
changing
locks,
moving,
garden
clear
out
“Did
I
pay
too
much
for
the
house?”
First
Home
Buyer
Journey
Your
salary
is
a
big
driver
on
what
you
can
afford
Tossing
up
op8ons
in
your
mind

32. We don’t launch
until the customer
experience is right

33. All customers have a great experience.
O2 customers have a VIP experience.
Sally Cowdry, O2 Marketing Director

34. 2. Is a nice to do

35. 2. Is a nice to do

36. It must:
show me
the money!”
“

37. Customer experience initiatives must
drive revenue or reduce costs.

38. Customer experience initiatives must
drive revenue or reduce costs.
Otherwise why would you do it?

39. Find and fix the problems
that are sapping your business
Dan Hesse, Sprint CEO

40. $1.7 billion savings per year
Find and fix the problems
that are sapping your business
Dan Hesse, Sprint CEO

41. Reduce the number
of disclosures.
Sales increase 25%

42. RAPP Customer Experience Impact Model
Importance
to customer
Moments
of Truth
That Matter,
Importance to business

43. 3. Is only relevant
to retailers

44. 3. Is only relevant
to retailers

46. Why I shop with
Countdown

47. Why is my first bill so much!

49. Point of Purchase
Document Folder
In-box Welcome Brochure
7 Part SMS
Programme
Plan Confirmation
Letter
3 Part Email
Education Programme
Education
Bill Insert
Mobile Welcome Site
Welcome
Call
Telecom Mobile Welcome Experience
Telecom mobile welcome experience

50. Bank
a
cheque
without
leaving
your
house.
Bank a cheque
without leaving
your house

51. 4. Is a
department’s
responsibility

52. 4. Is a
department’s
responsibility

53. Culturally
We all own the
customer experience

54. Culturally
We all own the
customer experience
Tactically
Front line and
operations deliver
the experience

55. Culturally
We all own the
customer experience
Strategically
Marketing needs to
design the experience
Tactically
Front line and
operations deliver
the experience

56. The Rise of the CCO

57. A dedicated customer
experience sandbox

58. Busting
the Myths!
1. Customer experience
is the way we do things
around here.
2. Customer
experience MUST
produce positive
business outcomes.
3. Customer
experience is relevant
for all businesses
who want to be around
in 5 years.
4. Customer
experience needs to
show up throughout
your organisation.

59. Where to start depends on where you’re at
Customer Experience Business Adoption
Beginning Advanced

60. Where to start depends on where you’re at
Customer Experience Business Adoption
Beginning
Seeding the need
1. Voice of the
customer toolkit.
2. Standing in your
customer’s shoes
workshops.
3. Undercover boss
programmes.
Advanced
Delivering results
1. Designing Customer
Journey prototypes
2. Piloting and optimising
customer journeys
Finding the
burning plank
1. Customer
Experience
Impact Model
2. Customer
Journey
Mapping

61. Mayo Angelou

62. How are you
making your
customers feel?

63. Data enabled. Creatively inspired. Customer obsessed.
Thank you!
Emma McLean, Chief Happiness Officer
emma.mclean@rapp.co.nz
027 412 8242
@emmamclean
www.chiefhappinessofficerblog.com