360 o Customer Experience: A Practical Approach to Holistic CX November, 2014
Customer Experience: All the cool kids say they are doing it 2
But what is it? 3
Is it Voice of the Customer? 4
Is it Voice of the Customer? Surveys and feedback can capture quantitative and qualitative information around the company, its products and its services Programmatic approach can be used over time for statistically valid research Can be executed cost effectively Has some emotional and rational elements If used in conjunction with Voice of the Employee it can provide a point/ counterpoint view Doesn t capture a full sample of your universe only certain segments actually respond to questionnaires so you may be missing some voices Doesn t capture what's happening along the lifecycle people tend to remember their last touch Can t be totally transparent - questions can be carefully crafted to elicit responses Doesn t totally tell the whole truth what people say and what they DO is often different Doesn t apture emotional nuances 5
Is it a clickstream? Overall navigation patterns in travel remain complex, right up until the moment of purchase. 6
Is it a clickstream? Shows actual clicks and behaviors as someone passes through the digital environment Tracks time and depth (# pages viewed) Can be correlated with other channels such as email Can capture promo codes or other attribution elements If you are ID d you can dynamically test and manage 1:1 actions Doesn t show intent/measure emotions Doesn t capture the entire process Can t understand the human element why did they do what they did Can t track offline actions or influences Can t see before and after actions Can t track across multiple browsers and browser tabs Can t see any activity on other devices. 7
Is it NPS? 8
Is it NPS? Provides a moment in time quantitative view of the relationship Gives ability to track over time for trends Allows a company to marshal resources to act upon improvement of the customer experience Is benchmarked in many industries and company segments, sizes Simple and easy one question - no fieldwork Theoretically has emotional and rational response Lacks ability to identify and act upon the overarching drivers of customers responses they are in the moment Doesn t tell you if they really DID refer you can get off the hook pretty easily It s asked after a whole process is done few actually track at a granular level Starting to cause some NPS fatigue for both customers and employees Doesn t necessarily work across all cultures Link between company growth and NPS is being contested 9
Is it Social Media? 10
Is it Social Media? With such a large amount of information posted on social media sites it is highly likely that someone will be talking about your brand somewhere Social media offers a large accessible sample size Social media presents fresh and organic feedback, great for early exploration into a subject Customers talk freely about their interests without the constraints of specifically answering an interviewer s question A researcher can filter for information they are specifically interested in. Can be more time-effective than traditional observational research, where a researcher would have to wait for the specific information to emerge The feedback provided may not be very well considered because of the environment it is delivered in Its anonymous so it could encourage extremes of opinion You can t tell who you are listening to easily not easy to tie back to your segments, making it less actionable Can t follow up to ask further questions or to probe deeper if your weren t in the conversation to begin with Concerns about privacy 11
Is it Big Data? 12
Is it Big Data? Powerful can look at wide range of information If you have the data and ask the right questions you will know with reasonable certainty, the answers With the right tools, a vast amount of data can be processed in a small amount of time to provide insights Can be used to predict outcomes It takes good data and skill sets to mine it to accurately answer your questions You need data from every part of the lifecycle sometimes that s hard to get in face to face or call center transactions Not a good emotional barometer Cant follow up to ask further questions or to probe deeper 13
What is the missing factor in each of these its? 14
The objective a 360 o Customer Experience 15
360 o Experience Mapping pulls it all together 16
All of the its are inputs to the 360 o puzzle 17
360 o Experience Mapping Examples 18
360 o Experience Mapping Examples 19
360 o Experience Mapping Examples 20
Experience Mapping isn t a stand-alone exercise Mapping only outbound touches Does not address the whole customer experience. Omits initiation points as Well as feedback loop. Solution: Map ALL interactions to get a full picture Consumer Mapping No clear view of outcomes Interesting collection of facts that are not actionable. No understanding of how they connect. Solution: Focus on actionable insights and the initial objectives. Organizational Alignment Need the full cooperation and access to the staff across the organization to be sure the right information is collected and shared. Solution: Be as deep and wide as possible Process Only Mapping Provides lots of data but no real insight into the emotions of the employees or customers limiting actionable insights. Solution: Be sure to add emotional inputs, ethnographic research and VOC /VOE. 21
It takes a combination of tools and teams The Tools The Team Technology allows you to better express your findings It shortens the time to present different views and opinions It doesn t imbue any knowledge or experience that comes from you It helps share, collaborate and present your insights and best practices up and down the corporate ladder Provides business acumen Provides innovation Helps envision of what companies need/want to achieve Pulls in best practices and achievable improvement Knows the right questions to the right people to uncover opportunities
Where are you finding gaps and opportunities in getting a 360 o view? 23
Case Studies Vision Services Plan JumpstartMD Xanterra National Membership Organization
Client: VSP Customer: Eye Care Professionals Challenge Desire to expand Eye Care division sales/marketing automation but didn t understand buyer s journey Inconsistent and timing issues of messaging relative to offers Developing programs difficult due to a complex set of influencers and buyers Approach Interviews of all Institution/Employee/Customers created a complex, multi-faceted buyer journey map Highlighted pain points, moments of truth and key interaction points for use in creating Salesforce.com processes Identified opportunities to improve relationships with Eye Care Professionals Results Developed strategies aligned with the level of complexity of the different constituents Understanding of relationships across LOB s and customers Salesforce tool mapped to different use cases based on insights Communications mapped to influencers and buyers appropriately 25
Client: JumpstartMD Customer: Medical Weight Loss Patients Challenge Focus on acquisition left Patients feeling neglected Needed a customer-centric data and marketing automation solution to better track and retain current Patients, deliver triggered campaigns and monitor likelihood to churn Needed to drive automation and consistency across multiple storefronts, online and across communications channels Approach Conducted company-wide diagnostic with Patient, Employee and Institutional inputs Created Experience Map to fully understand patient journey Developed initiatives to close gaps (OPIT) Developed requirements, RFP s and managed bid processes for marketing automation solution Developed Sales and Marketing Training for Segmentation and 1:1 Marketing concepts Results Immediate improvement of revenue due to decreased drop off Improved experience comments/survey results Drove business case for marketing automation tools 26
Client: Xanterra Customer: Travelers Challenge Hospitality conglomerate had multiple properties with different experiences In order to drive revenue using new segmentation and marketing platform needed to understand guest journey Marketing was challenged with pulling emotional and rational information together Approach Developed journey maps for top brands and properties Identified strengths and weaknesses for each property across customer lifecycles Created a lifecycle contact strategy Results Using as a basis for 2015 go to market strategy Creating lifecycle marketing using new CRM database and toolkit 27
Client: National Membership Organization Customer: Members and Prospects Challenge Client experiencing downturn in renewals for membership Strategy team concerned about ability to attract and retain new members who increasingly eschew joining organizations Realized that engagement may not mean touches needed to see what that meant Approach Mapped touches as is by multiple views as compared to DMA standards Created customer journeys for top customer jobs and interests to ID reason for joining, renewing, MOT s and Pain Points Developed different scenarios for customer personas and touch options to better optimize experience and resulting renewal Results 2015 planning will include new programs and processes Additional mapping projects underway to fine tune experience for Different personas and interest groups 28
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