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5 things you must
know about Customer
Experience
And what they mean to you
Sharon Burton
951-369-8590
Twitter: sharonburto...
Thank you for attending!
▪ Sharon Burton
▪ Been in the Communication industry
for 20 years
▪ I solve post-sales customer e...
Congility 2014
18-20 June 2014, Gatwick, UK
“Driving customer experience from
across the enterprise”
First-class internati...
Overview for today
Definitions and
then the list
▪ I want to cover some concepts
and definitions so we all know
what I mea...
The cost of acquiring and
keeping customers
Some definitions to get us all on the same page
Tweet tag: #5CustExpCongility
Getting customers is expensive
It costs 6–7 times
more to acquire a
new customer
than retain an
existing one –
Bain & Comp...
Keeping customers
A 5% increase in
customer
retention can
increase
profitability by
75% —
Bain and Co
▪ Customer churn is ...
Lifetime value
The probability of
selling to an
existing customer
is 60 – 70%.The
probability of
selling to a new
prospect...
Return rate
The average U.S.
consumer spends
20 minutes trying
to make a device
work before giving
up and returning it
to ...
Customer experience increases sales
81% of companies
…delivering
customer experience
excellence are
outperforming their
co...
The 5 things you must
know
And a bonus one because I can
Tweet tag: #5CustExpCongility
1.What is an NPS (Net Promoter Score)?
“How likely is it
that you would
recommend
[company
name/product/
service] to a fri...
Calculate your NPS
% of Promoters -
% of Detractors =
NPS
Often expressed
as a number, such
as 6.35
Can be a negative
numb...
Can we use this elsewhere?
“How likely is it
that you would
recommend our
instructions [or
content] to a
friend or
colleag...
2. How are other companies in your industry rated?
Knowing your
NPS is
good, knowing
your industry
NPS is even
better
We d...
3.What is a Customer Journey?
The process a
customer goes
through while
interacting with
your company
Only the
customer kn...
Customer journey
Customers
typically have
many journeys
with your
company
Think of
scenarios but real
▪ Jane wants to add ...
Adding baseball
From Jane’s point
of view and how
she feels about
each step
▪ At the end, you see the customer
steps, the ...
4.What are touchpoints?
The places where
a customer
interacts with
your company in
some manner
during the
customer journey...
Attended vs unattended touchpoints
Customers
develop their
feelings about us
through their
interactions with
us – the
touc...
Most of our content is unattended
We often throw
something over
the wall and hope
for the best
▪ We need data for unattend...
5.What is a customer ecosystem?
The entire
system the
customer is
involved in during
a journey
Including internal
stuff th...
Customer ecosystems
Mapping out a
journey to an
ecosystem
potentially
identifies
unknown
customer impact
▪ Sort of like ro...
Jane
Wants
baseball
Calls
CableTV
Navigates
phone
Listens to
options
Selects current
customer
Selects
Change Plan
Gets rep...
Jane
Wants
baseball
Calls
CableTV
Navigates
phone
Listens to
options
Selects current
customer
Selects
Change Plan
Gets rep...
What does this mean for our content?
▪ In most companies, we don’t
really know how content gets
created and distributed
▪ ...
6. Customer Effort Score (CES)
"How much effort
did your
request/purchase/
etc take?"
▪ Customer Effort Score
▪ How hard i...
Which question do you ask?
"How much effort
did finding/
understanding/
acting on this
information
take?"
▪ I think if you...
Thoughts?
Comments?
Questions?
Tweet tag: #5CustExpCongility
Sharon Burton
Sharon@sharonburton.com
951-369-8590
Twitter: s...
Join us at Congility 2014:
Today's content needs agility
THANK YOU! Q&A?
Driving customer experience from
across the enter...
The 5 things you must know about Customer Experience
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As we learn to leverage content to support our business goals, companies are realizing that content is tied to the total Customer Experience. Improving our content and making it useful to our customers, supports our customers as they purchase and interact with our company.

But what is Customer Experience? What does Customer Experience have to do with product content or web content or even the corporate blog?

In this presentation, you learn the 5 top things you need to know about Customer Experience to set you and your company apart.

For example:

- What is an NPS?
- How do you know how other companies in your industry are rated?
- What is the Customer Journey and why do you care?
- And more

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The 5 things you must know about Customer Experience

  1. 1. 5 things you must know about Customer Experience And what they mean to you Sharon Burton 951-369-8590 Twitter: sharonburton Sharon@sharonburton.com www.sharonburton.com Tweet tag: #5CustExpCongility
  2. 2. Thank you for attending! ▪ Sharon Burton ▪ Been in the Communication industry for 20 years ▪ I solve post-sales customer experience problems ▪ Research how people feel about product instructions ▪ Support clients in creating better product instructions ▪ Teach communication at various universities Tweet tag: #5CustExpCongility
  3. 3. Congility 2014 18-20 June 2014, Gatwick, UK “Driving customer experience from across the enterprise” First-class international speakers www.congility.com/2014 Brought to you by Save 30% registering using code “SBCA14WB” Jeff Eaton Leah Guren Rahel Bailie Noz UrbinaKevin Nichols Tony Self And MANY more! Michael Priestley Kristen Eberlein 2 conference days, 1 workshop day • Content strategy and UX • Structured content and IA • Digital / Mobile delivery • Component content management
  4. 4. Overview for today Definitions and then the list ▪ I want to cover some concepts and definitions so we all know what I mean as we go ▪ Ask questions in the Chat window and I’ll catch them at the end Tweet tag: #5CustExpCongility
  5. 5. The cost of acquiring and keeping customers Some definitions to get us all on the same page Tweet tag: #5CustExpCongility
  6. 6. Getting customers is expensive It costs 6–7 times more to acquire a new customer than retain an existing one – Bain & Company ▪ CustomerAcquisition Cost (CAC) is the cost of convincing people to buy your product or service ▪ Basically, it’s the total cost of sales and marketing divided by the customers you got ▪ B2C is typically less, B2B is typically more Tweet tag: #5CustExpCongility
  7. 7. Keeping customers A 5% increase in customer retention can increase profitability by 75% — Bain and Co ▪ Customer churn is customers leaving from the back door as you welcome new ones in the front door ▪ Customer churn is one of the most expensive things you can have ▪ An entire industry exists to analyze churn
  8. 8. Lifetime value The probability of selling to an existing customer is 60 – 70%.The probability of selling to a new prospect is 5-20% —Marketing Metrics ▪ Existing customers are already engaged with your products or services ▪ They have a lower cost to keep ▪ They should buy more stuff ▪ Higher monetary value to the business ▪ Can be your evangelists
  9. 9. Return rate The average U.S. consumer spends 20 minutes trying to make a device work before giving up and returning it to the seller— 2006 study by Dutch scientist Elke den Ouden ▪ Returns have increased 21 percent since 2007, according to aAccenture research report (Dec 2011) ▪ 5% of returns are related to actual product defects ▪ 27% reflect “buyer’s remorse” ▪ 68% of returned products are “NoTrouble Found”
  10. 10. Customer experience increases sales 81% of companies …delivering customer experience excellence are outperforming their competitors — Peppers and Rogers, 2009 Customer Experience Maturity Monitor ▪ Customer experience is the outcome of all of the touch points that your customer has with your organization * ▪ The perception that customers have across all of their interactions with your organization * ▪ It’s a customer-centric view of your company from every touch point * From Customer Experience Overview, 2011, BruceTempkin and Jeanne Bliss
  11. 11. The 5 things you must know And a bonus one because I can Tweet tag: #5CustExpCongility
  12. 12. 1.What is an NPS (Net Promoter Score)? “How likely is it that you would recommend [company name/product/ service] to a friend or colleague?” ▪ Intended behavior metric ▪ Scale 0 to 10 ▪ Associates loyalty to future behavior Group Score Feelings Promoters 9 or 10 Loyal Passives 7 or 8 Generally satisfied Detractors 0 to 6 Unhappy
  13. 13. Calculate your NPS % of Promoters - % of Detractors = NPS Often expressed as a number, such as 6.35 Can be a negative number, which is bad ▪ Happy customers have ▪ Higher lifetime value ▪ Lower churn rate ▪ Lower return rate ▪ Cheaper to sell to ▪ A good follow up to the NPS question is ▪ “Why?”
  14. 14. Can we use this elsewhere? “How likely is it that you would recommend our instructions [or content] to a friend or colleague?” ▪ Measure the intended behavior for your content ▪ Use the same scale and measurements as the rest of the NPS ▪ If your content isn’t as high (or is higher) as the rest of your NPS ▪ That’s something to look at
  15. 15. 2. How are other companies in your industry rated? Knowing your NPS is good, knowing your industry NPS is even better We don’t have an industry content NPS ▪ Several sites, including: ▪ http://www.insightsfromanalyt ics.com/blog/bid/324678/Top- 10-U-S-Net-Promoter-Scores- NPS-for-2013 ▪ If your company has a Customer Experience initiative, someone knows your NPS ▪ And they want to improve it
  16. 16. 3.What is a Customer Journey? The process a customer goes through while interacting with your company Only the customer knows if it was good or not ▪ Typically though of in column phases, for example ▪ Awareness ▪ Interest ▪ Desire ▪ Action ▪ Can have customer rows ▪ Activity ▪ Motivations ▪ Questions ▪ Barriers
  17. 17. Customer journey Customers typically have many journeys with your company Think of scenarios but real ▪ Jane wants to add the new Sports channels to her cableTV subscription to watch baseball ▪ Starting with Jane’s goal ▪ Chart out what she does and who she interacts with for each step of this ▪ Not how you think it should be, but how it actually is ▪ Do this yourself, all the way through
  18. 18. Adding baseball From Jane’s point of view and how she feels about each step ▪ At the end, you see the customer steps, the employees involved, and the processes invoked ▪ Often, you discover major internal issues ▪ Jane needs her account number ▪ She does electronic banking and has no bill handy ▪ Jane is frustrated she has to call back ▪ How could we make this easier? ▪ Verify by phone number?
  19. 19. 4.What are touchpoints? The places where a customer interacts with your company in some manner during the customer journey Attended and unattended ▪ Touchpoints include: ▪ Letters ▪ Knowledgebase ▪ Support ▪ Website ▪ Product content ▪ Exposes internal processes ▪ Attended vs unattended
  20. 20. Attended vs unattended touchpoints Customers develop their feelings about us through their interactions with us – the touchpoints ▪ Attended ▪ We can monitor what the customer is doing/how they are interacting with us and have the opportunity to guide that touchpoint experience. ▪ Unattended ▪ We can’t monitor to know what the customer is doing and we have no way to guide that touchpoint experience should it go poorly.
  21. 21. Most of our content is unattended We often throw something over the wall and hope for the best ▪ We need data for unattended touchpoints ▪ GoogleAnalytics ▪ Website ▪ Product instructions ▪ Other tools help here, too ▪ Might also be good to allow ratings and comments
  22. 22. 5.What is a customer ecosystem? The entire system the customer is involved in during a journey Including internal stuff the customer never sees ▪ Nothing happens in a vacuum ▪ Customer touchpoints are the tips of icebergs ▪ Processes internal to your company “bubble up” to touchpoints ▪ Often, entire groups have no idea of their customer impact
  23. 23. Customer ecosystems Mapping out a journey to an ecosystem potentially identifies unknown customer impact ▪ Sort of like root cause analysis ▪ But deeper and more systematic ▪ Allows people to see groups who have customer impact several levels up from where they are making decisions ▪ These groups may be very happy with how they’re doing ▪ But the customer isn’t
  24. 24. Jane Wants baseball Calls CableTV Navigates phone Listens to options Selects current customer Selects Change Plan Gets rep Makes request Verify account No bill available Can’t change account Call ends Jane upset Listens to music CustSupport Channel 3 Programming Programmers Network system Marketing Copywriter Advertising Marketing IT Programmer Support Network system Marketing Support rep CRM Database Security Network system Knowledgebase Internal to company Customer exposed
  25. 25. Jane Wants baseball Calls CableTV Navigates phone Listens to options Selects current customer Selects Change Plan Gets rep Makes request Verify account No bill available Can’t change account Call ends Jane upset Listens to music CustSupport Channel 3 Programming Programmers Network system Marketing Copywriter Advertising Marketing IT Programmer Support Network system Marketing Support rep CRM Database Security Network system Knowledgebase Internal to company Customer exposed Green=Happy, doing well Yellow=neutral, doing OK Red=Very unhappy
  26. 26. What does this mean for our content? ▪ In most companies, we don’t really know how content gets created and distributed ▪ Or what is involved in that creation or distribution ▪ And what barriers that may create for our customers ▪ We need to know this ▪ We need the ecosystem mapped out to show our integration We may be delighted with our content Our customer may not be delighted The customer wins
  27. 27. 6. Customer Effort Score (CES) "How much effort did your request/purchase/ etc take?" ▪ Customer Effort Score ▪ How hard is it to do business with a company ▪ People don’t like doing business when it’s hard ▪ Increased churn rate ▪ Scale of 1 (very easy) to 5 (giant effort)
  28. 28. Which question do you ask? "How much effort did finding/ understanding/ acting on this information take?" ▪ I think if you can ask only one question about your content in the content, ask the CES question ▪ Specific content perception ▪ If you can ask only one question about your content at a higher level than in the content, use the NPS ▪ Overall perception
  29. 29. Thoughts? Comments? Questions? Tweet tag: #5CustExpCongility Sharon Burton Sharon@sharonburton.com 951-369-8590 Twitter: sharonburton www.sharonburton.com
  30. 30. Join us at Congility 2014: Today's content needs agility THANK YOU! Q&A? Driving customer experience from across the enterprise 2014 Conference 18-20 June, UK Register on www.congility.com with promo code “SBCA14WB” for 30% off
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As we learn to leverage content to support our business goals, companies are realizing that content is tied to the total Customer Experience. Improving our content and making it useful to our customers, supports our customers as they purchase and interact with our company. But what is Customer Experience? What does Customer Experience have to do with product content or web content or even the corporate blog? In this presentation, you learn the 5 top things you need to know about Customer Experience to set you and your company apart. For example: - What is an NPS? - How do you know how other companies in your industry are rated? - What is the Customer Journey and why do you care? - And more

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